Qualitative research is a method of inquiry employed in many different academic disciplines, traditionally in the social sciences, but also

in market research and further contexts. Qualitative researchers aim to gather an indepth understanding of human behavior and the reasons that govern such behavior. The qualitative method investigates the why and how of decision making, not just what,where, when. Hence, smaller but focused samples are more often needed than large samples. Quantitative research is a formal, objective, systematic process in which numerical data are used to obtain information about the world. This research method is used:

to describe variables; to examine relationships among variables; to determine cause-and-effect interactions between variables.'

Difference between Quantitative and Qualitative research: 1. Goal or Aim of the Research The primary aim of a Qualitative Research is to provide a complete, detailed description of the research topic. Quantitative Research on the other hand focuses more in counting and classifying features and constructing statistical models and figures to explain what is observed. 2. Usage Qualitative Research is ideal for earlier phases of research projects while for the latter part of the research project, Quantitative Research is highly recommended. Quantitative Research provides the researcher a clearer picture of what to expect in his research compared to Qualitative Research. 3. Data Gathering Instrument The researcher serves as the primary data gathering instrument in Qualitative Research. Here, the researcher employs various data-gathering strategies, depending upon the thrust or approach of his research. Examples of data-gathering strategies used in Qualitative Research are individual indepth interviews, structures and non-structured interviews, focus groups,

narratives, content or documentary analysis, participant observation and archival research. On the other hand, Quantitative Research makes use of tools such as questionnaires, surveys and other equipment to collect numerical or measurable data. 4. Type of Data The presentation of data in a Qualitative Research is in the form of words (from interviews) and images (videos) or objects (such as artifacts). If you are conducting a Qualitative Research what will most likely appear in your discussion are figures in the form of graphs. However, if you are conducting a Quantitative Research, what will most likely appear in your discussion are tables containing data in the form of numbers and statistics. 5. Approach Qualitative Research is primarily subjective in approach as it seeks to understand human behavior and reasons that govern such behavior. Researchers have the tendency to become subjectively immersed in the subject matter in this type of research method. In Quantitative Research, researchers tend to remain objectively separated from the subject matter. This is because Quantitative Research is objective in approach in the sense that it only seeks precise measurements and analysis of target concepts to answer his inquiry. DETERMINING WHICH METHOD SHOULD BE USED Debates have been ongoing, tackling which method is better than the other. The reason why this remains unresolved until now is that, each has its own strengths and weaknesses which actually vary depending upon the topic the researcher wants to discuss. This then leads us to the question Which method should be used? The goals of each of the two methods have already been discussed above. Therefore, if your study aims to find out the answer to an inquiry through numerical evidence, then you should make use of the Quantitative Research. However, if in your study you wish to explain further why this particular event happened, or why this particular phenomenon is the case, then you should make use of Qualitative Research.

Some studies make use of both Quantitative and Qualitative Research, letting the two complement each other. If your study aims to find out, for example, what the dominant human behavior is towards a particular object or event and at the same time aims to examine why this is the case, it is then ideal to make use of both methods.

Features of Qualitative & Quantitative Research Qualitative "All research ultimately has a qualitative grounding" - Donald Campbell Quantitative "There's no such thing as qualitative data. Everything is either 1 or 0" - Fred Kerlinger The aim is to classify features, count them, and construct statistical models in an attempt to explain what is observed. Researcher knows clearly in advance what he/she is looking for. Recommended during latter phases of research projects. All aspects of the study are carefully designed before data is collected. Researcher uses tools, such as questionnaires or equipment to collect numerical data. Data is in the form of numbers and statistics. Objective seeks precise measurement & analysis of target concepts, e.g., uses surveys, questionnaires etc.

The aim is a complete, detailed description. Researcher may only roughly in advance he/she is looking for. know what

Recommended during earlier phases of research projects. The design emerges as the study unfolds. Researcher is the gathering instrument. data

Data is in the form of words, pictures or objects. Subjective individuals interpretation of events is important ,e.g., uses participant observation, in-

depth interviews etc. Qualitative data is more 'rich', time consuming, and less able to be generalized. Researcher tends to become subjectively immersed in the subject matter. Quantitative data is more efficient, able to test hypotheses, but may miss contextual detail. Researcher tends to remain objectively separated from the subject matter.

(the two quotes are from Miles & Huberman (1994, p. 40). Qualitative Data Analysis) Main Points Qualitative research involves analysis of data such as words (e.g., from interviews), pictures (e.g., video), or objects (e.g., an artifact).

Quantitative research involves analysis of numerical data.

The strengths and weaknesses of qualitative and quantitative research are a perennial, hot debate, especially in the social sciences. The issues invoke classic 'paradigm war'. The personality / thinking style of the researcher and/or the culture of the organization is under-recognized as a key factor in preferred choice of methods.

Overly focusing on the debate of "qualitative versus quantitative" frames the methods in opposition. It is important to focus also on how the techniques can be integrated, such as in mixed methods research. More good can come of social science researchers developing skills in both realms than debating which method is superior.