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Qualitative vs Quantitative Research

Types of empirical research, list of journals friendly to qualitative work.

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Quantitative Research is used to quantify the problem by way of generating numerical data or data that can be transformed into useable statistics. It is used to quantify attitudes, opinions, behaviors, and other defined variables – and generalize results from a larger sample population.

Qualitative Research is primarily exploratory research.  It is used to gain an understanding of underlying reasons, opinions, and motivations. This data is usually gathered using conversational methods such as interviews or focus groups.

Some journals and even some disciplines may have a preference as to what type of empirical research they wish to publish.  Some authors who have written an article that is primarily qualitative in nature, may seek out journals that are "qualitative research friendly." We have listed a few such journals below . 

• International Journal of Qualitative Methods
• Journal of Mixed Methods Research
• Quality & Quantity
• List of qualitative research journals compiled by Saint Louis University

You can also look through the last few issues of a journal to see if the articles they publish tend to be more qualitative or quantitative in nature.

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The distinction between qualitative and quantitative research methods is problematic

• Published: 02 March 2011
• Volume 46 , pages 1417–1429, ( 2012 )

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• Carl Martin Allwood 1  

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The distinction between qualitative and quantitative research is abstract, very general and its value is usually taken for granted. In contrast, this article attempts to show that the distinction between qualitative and quantitative research is unclear, poor and therefore of limited value and that its popularity risks leading to unfortunate consequences. Various arguments are presented for this conclusion. For example, it is argued that the heterogeneity of different stand-points on important issues among qualitative researchers (for example with respect to the use of quantification and causal analysis) makes the distinction as such unstable. Moreover, the presence of substantial overlap between many features of qualitative and quantitative research often makes it difficult to separate qualitative and quantitative research. It is also shown that three obvious ways of making the distinction between qualitative and quantitative research are unsatisfactory. Use of the distinction may restrict creativity in the development of new research methods and create confusion and unnecessary work. In general, it may be preferable not to conceptualize research approaches at such abstract levels as done in the context of qualitative or quantitative approaches. Instead, it is suggested that it is more fruitful to discuss the pros and cons of specific research methods, preferably in the context of specific research problems.

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What is Qualitative in Research

Methodology

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Allwood, C.M. The distinction between qualitative and quantitative research methods is problematic. Qual Quant 46 , 1417–1429 (2012). https://doi.org/10.1007/s11135-011-9455-8

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Published : 02 March 2011

Issue Date : August 2012

DOI : https://doi.org/10.1007/s11135-011-9455-8

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Qualitative vs. Quantitative Research: Which Method is Right for You?

Choosing the right research method is one of the most critical steps in any academic or professional study. The decision often boils down to two primary methods: qualitative and quantitative research. Each method serves unique purposes and is suited to different types of questions and data. This guide explores the differences between qualitative and quantitative research and provides insights to help you decide which is best for your project.

What is Qualitative Research?

Qualitative research focuses on understanding human behavior, opinions, and experiences. This method involves collecting non-numerical data, such as text, audio, or video, to gain in-depth insights. Common qualitative research techniques include interviews, focus groups, and ethnography.

Key Characteristics of Qualitative Research:

• Subjective: Aims to explore perceptions and motivations.
• Data Type: Non-numerical data like words and images.
• Approach: Open-ended, flexible, and interpretative.
• Tools: Interviews, observations, and thematic analysis.

Example: A researcher studying the impact of social media on teenagers might use qualitative interviews to understand their experiences and emotions.

When to Use Qualitative Research:

• To explore new or complex phenomena.
• When seeking to understand context or cultural influences.
• For studies requiring deep, detailed insights.

What is Quantitative Research?

Quantitative research is centered on numerical data and statistical analysis. It aims to measure variables, test hypotheses, and identify patterns. This method is often used for studies requiring precise, objective results.

Key Characteristics of Quantitative Research:

• Objective: Focuses on measurable data and facts.
• Data Type: Numerical data.
• Approach: Structured and systematic.
• Tools: Surveys, experiments, and statistical software.

Example: A researcher analyzing the effectiveness of an online course might use a survey to collect numerical ratings from participants and calculate averages to draw conclusions.

When to Use Quantitative Research:

• To measure relationships between variables.
• When testing a specific hypothesis.
• For studies requiring replicable and generalizable results.

Qualitative vs. Quantitative Research: Key Differences

Understanding the distinctions between these two methods is crucial for choosing the right one for your study.

How to Decide Which Method is Right for You

Your research goals, questions, and available resources will determine whether qualitative or quantitative research is the best choice.

1. Define Your Research Objectives:

• If your goal is to explore new ideas or understand subjective experiences, choose qualitative research.
• If your aim is to measure variables or test hypotheses, opt for quantitative research.

2. Consider Your Research Question:

• Qualitative: “Why do customers prefer one brand over another?”
• Quantitative: “What percentage of customers prefer Brand A?”

3. Assess Your Resources and Timeline:

• Qualitative research often requires more time for data collection and analysis.
• Quantitative research might demand statistical tools and software.

4. Combine Methods When Necessary: For comprehensive results, some studies benefit from mixed methods, combining qualitative and quantitative approaches. This allows you to gather both in-depth insights and measurable data.

Example: A study on employee satisfaction might use surveys (quantitative) to measure satisfaction levels and interviews (qualitative) to explore underlying reasons.

Both qualitative and quantitative research have unique strengths and are suited to different types of studies. By understanding their key characteristics, you can make an informed choice that aligns with your research goals and questions. Whether you’re exploring new ideas or testing hypotheses, selecting the right method is critical for achieving meaningful results.

Still unsure which method suits your study? Leave a comment with our expert writers: [email protected] with your research topic, and we’ll help you decide the best approach for your project!

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