Difference Between Qualitative and Quantitative Research

TOPIC:DIFFERENCE
BETWEEN QUALITATIVE
AND QUANTITATIVE
QESEARCH
PRESENTER:
MUHAMMAD HUSSNAIN
INSTRUCTOR
 Dr. Riaz Hussain

WHAT IS RESEARCH?
 Research is making inquiry into human affairs and the phenomena

around in order to have better understanding of the world around
us. There are two research paradigms which have two different
views of reality.
Qualitative Research
TYPES OF
RESEARCH
Quantitative Research
QUALITATIVE RESEARCH
Qualitative is a form of social inquiry that focuses on the way people interpret and
make sense of their experiences and the world they live” (Holloway, 1997, p1).
Qualitative research is expressed in words. It is used to understand concepts,

thoughts or experiences. This type of research enables you to gather in-depth
insights on topics that are not well understood.
Common qualitative methods include interviews with open-ended questions,

observations described in words, and literature reviews that explore concepts and
theories.
QUANTITATIVE RESEARCH
Quantitative research assumes reality to be well defined and can be measurable in

quantitative terms.
Quantitative research is expressed in numbers and graphs. It is used to test or

confirm theories and assumptions. This type of research can be used to
establish generalizable facts about a topic.
Common quantitative methods include experiments, observations recorded as

numbers, and surveys with closed-ended questions.
DIFFERENCE BETWEEN QUALITATIVE
AND QUANTITATIVE RESEARCH
FOCOUS
Qualitative Research focuses on exploring ideas and formulating a theory

or hypothesis.
Quantitative Research focuses on testing theories and hypotheses.

WAY OF EXPRESSION
Qualitative Research is mainly expressed in words.
Quantitative Research is mainly expressed in numbers, graphs and tables.

QUESTIONS
In Qualitative Research questions are Open-ended.
In Qualitative Research questions are closed(multiple-choice).

KEY TERMS
In Qualitative Research key terms are understanding, context, complexity,

subjectivity.
In Quantitative Research key terms are testing, measurement, objectivity,

replicability.
ANALYZATION
Qualitative Research analyzed by summarizing, categorizing and

interpreting.
Quantitative Research analyzed through math and statistical analysis.

TECHNIQUES
In Qualitative Research Non-structured techniques are used like Indepth

interviews, group discussions etc.
In Quantitative Research structured techniques are used such as surveys,

questionnaires and observations.
METHODS
 Qualitative Research data collection methods.

 Interviews: Asking open-ended questions verbally to respondents.
 Focus groups: Discussion among a group of people about a topic to gather
opinions that can be used for further research.
 Ethnography: Participating in a community or organization for an extended
period of time to closely observe culture and behavior.
 Literature review: Survey of published works by other authors.
QUANTITATIVE RESEARCH DATA COLLECTION METHODS
Surveys: List of closed or multiple choice questions that is distributed to

a sample (online, in person, or over the phone).
Experiments: Situation in which variables are controlled and manipulated

to establish cause-and-effect relationships.
Observations: Observing subjects in a natural environment where variables

can’t be controlled.
WHEN TO USE QUALITATIVE VS
 A rule of thumb for deciding whether to use qualitative or

quantitative data is:
 Use quantitative research if you want to confirm or test something (a theory
or hypothesis)
 Use qualitative research if you want to understand something (concepts,
thoughts, experiences).
EXAMPLE OF QUALITATIVE AND
RESEARCH QUESTION?
 How satisfied are students with their studies?

EXAMPLE OF QUANTITATIVE
RESEARCH APPROACH
 You survey 300 students at your university and ask them questions
such as: “on a scale from 1-5, how satisfied are your with your
professors?”You can perform statistical analysis on the data and
draw conclusions such as: “on average students rated their
professors 4.4”.
EXAMPLE OF QUALITATIVE RESEARCH APPROACH
You conduct in-depth interviews with 15 students and ask them open-ended questions such
as: “How satisfied are you with your studies?”, “What is the most positive aspect of your
study program?” and “What can be done to improve the study program?”
Based on the answers you get you can ask follow-up questions to clarify things. You
transcribe all interviews using transcription software and try to find commonalities and
patterns.
‍THANKS♂️
‍ 🦻🥰
ANY QUESTION?😕

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TOPIC:DIFFERENCE

 Dr. Riaz Hussain

 Research is making inquiry into human affairs and the phenomena

Qualitative research is expressed in words. It is used to understand concepts,

Common qualitative methods include interviews with open-ended questions,

Quantitative research assumes reality to be well defined and can be measurable in

Quantitative research is expressed in numbers and graphs. It is used to test or

Common quantitative methods include experiments, observations recorded as

Qualitative Research focuses on exploring ideas and formulating a theory

Quantitative Research focuses on testing theories and hypotheses.

Qualitative Research is mainly expressed in words.

Quantitative Research is mainly expressed in numbers, graphs and tables.

In Qualitative Research questions are Open-ended.

In Qualitative Research questions are closed(multiple-choice).

In Qualitative Research key terms are understanding, context, complexity,

In Quantitative Research key terms are testing, measurement, objectivity,

Qualitative Research analyzed by summarizing, categorizing and

Quantitative Research analyzed through math and statistical analysis.

In Qualitative Research Non-structured techniques are used like Indepth

In Quantitative Research structured techniques are used such as surveys,

 Qualitative Research data collection methods.

Surveys: List of closed or multiple choice questions that is distributed to

Experiments: Situation in which variables are controlled and manipulated

Observations: Observing subjects in a natural environment where variables

 A rule of thumb for deciding whether to use qualitative or

 How satisfied are students with their studies?

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