Research Methods & Studies

Quantitative data is numbers-based, countable, or measurable. Qualitative data is interpretation-based, descriptive, and relating to language. Quantitative data tells us how many, how much, or how often in calculations. Qualitative data can help us to understand why, how, or what happened behind certain behaviors (Fullstory Education Team, 2021). 

Qualitative research focuses on the study of the human experience. It seeks to determine the meaning of situations people find themselves in by observing and gathering accounts, either as individuals, as part of a group, or both.

The following characteristics are commonly found in qualitative research:
           • inductive (rather than deductive) approach
           • numbers or quantitative data are very rarely used
           • findings tend to be presented as a discussion of themes that emerge from the analysis
           • researchers work with relatively small amounts of data that are then studied in great depth

Due to the nature of qualitative study, a key aspect of the research involves ethical responsibility. Namely, researchers must be cognizant of the effects and impacts their research will have on the participants, the community, and society in general. Similarly, another caveat of qualitative research is that its results tend to be context-specific, and thus cannot (and should not) be generalized. However, results from qualitative research can inform and even prompt novel theories that can then be further studied.

Like all methods of research, qualitative has some advantages and disadvantages. Qualitative research can be applied to a wide range of topics, however the consideration of social meanings may not always the most important question to ask about a topic. The lines between the different branches of qualitative research can be blurry or overlap, and often draw on multidisciplinary fields such as phenomenology and narrative. Additionally, due to its reliance on inference and its context-specific results, qualitative research is not often seen as reliable as hard, numerical data. That said, qualitative research incorporates a wide range of data collection techniques that have a long history of use that have garnered credibility and reputation. These pros and cons are considered at both the researcher-level, as well as societal and institutional, and are thus important to keep in mind when considering for your research or study.

Further Reading

• Orientation among multiple truths: An introduction to qualitative research

Looking for readings on qualitative research within a specific field? Try searching for more resources using the keywords "qualitative research" AND the field of your choice.

Brewer, J. (2003). Qualitative research. In R. L. Miller, & J. D. Brewer, The A-Z of Social Research. London, UK: Sage UK. Retrieved from http://ezproxyles.flo.org/login?url=https://search.credoreference.com/content/entry/sageuksr/qualitative_research/0?institutionId=1429
Willig, C. (2016). Qualitative research. In L. H. Miller (Ed.), The Sage encyclopedia of theory in psychology. Thousand Oaks, CA: Sage Publications. Retrieved from http://ezproxyles.flo.org/login?url=https://search.credoreference.com/content/topic/qualitative_research?institutionId=1429

Quantitative research focuses primarily on the collection and analysis of quantitative or numerical data. In contrast to qualitative research, quantitative research employs statistical methodology at every stage of the research process, from inception to completion. Here results are sought with the intention to generalize, and thus subjectivity is removed from the equation as much as possible. Participants are chosen through random sampling in an effort to promote an unbiased representation of the target population.

From Center for Innovation in Reseach & Teaching, here is a list of characteristics and advantages of quantitative research design:

• The data collected is numeric, allowing for collection of data from a large sample size.
• Statistical analysis allows for greater objectivity when reviewing results and therefore, results are independent of the researcher.
• Numerical results can be displayed in graphs, charts, tables and other formats that allow for better interpretation.
• Data analysis is less time-consuming and can often be done using statistical software.
• Results can be generalized if the data are based on random samples and the sample size was sufficient.
• Data collection methods can be relatively quick, depending on the type of data being collected.
• Numerical quantitative data may be viewed as more credible and reliable, especially to policy makers, decision makers, and administrators.

Further Reading:

• Introduction to Quantitative Research and Data
• Is quantitative research ethical? Tools for ethically practicing, evaluating, and using quantitative research.
• Research methodologies: an introduction to quantitative research

Looking for readings on quantitative research within a specific field? Try searching for more resources using the keywords "quantitative research" AND the field of your choice.

Center for Innovation in Research and Teaching. An overview of quantitative research. Retrieved from https://cirt.gcu.edu/research/developmentresources/research_ready/quantresearch/overview_quant
Levine, E. (2011). Quantitative research. In J. J. Fitzpatrick, Encyclopedia of nursing research (3rd ed.). New York, NY: Springer Publishing Company. Retrieved from http://ezproxyles.flo.org/login?url=https://search.credoreference.com/content/entry/spennurres/quantitative_research/0?institutionId=1429