Comparing and Contrasting Qualitative and Quantitative Research Approaches

Compare and contrast two
research approaches

Comparing the qualitative research with quantitative research...................................................3
REFERENCES................................................................................................................................6

Comparing the qualitative research with quantitative research
Research is seen as the study acted as the most widely tool for increasing and brushing up
stock of the knowledge regarding a particular area or sector. In field of business, marketing,
psychology, economics, sociology, technology etc. research plays an important role. There are
mainly two types of the methods that can be used by a scholar in formulating the research that
are qualitative and quantitative method. The former method relies on the verbal narrative such as
written and the spoken data (Hammersley, (2017)). However, the latter technique involves uses
of statistical and the logical observation for drawing and inferring the conclusions. In qualitative
method, there present only the few representative cases which are been used as the sample for
developing initial understanding. However, in quantitative research, adequate number of
representative cases are been taken for considering recommendation for the final course of an
action in respect to the specific research problem or the study. There exists a never-ending debate
on which the research report is better as compared to other article that sheds light on contrast
between qualitative and quantitative method in preparing for the research study reliable and valid
with adequate application and suitable conclusions.
Qualitative research- It referred as the method that facilitates an insights and the
understanding of the problem setting. It is counted as an unstructured and exploratory research
technique which studies highly complex elements which are impossible in elucidating with that
of the quantitative research. It generates an idea or the hypothesis in order to make further
quantitative research. It is the method that is used for gaining an in detailed understanding of the
human behavior, attitudes, motivations, intentions and an experiences based on observation and
an interpretation for the purpose of finding out way in which people feel and think. It is seen as
the form of research within which a researcher provides more and more weight to views and
opinion of the respondents (Tonelli & Zambaldi, (2018)). It is primarily an exploratory research
and is used for gaining understanding of the underlying reasons, motivations and opinions. It
facilitates an insight into a problem or helps in developing hypotheses for the purpose of
conducting a potential quantitative method. It is the method that is used for uncovering trends in
respect of the thoughts and perspectives deeper towards a research problem. This method varies
by using unstructured or the semi-structured tools. Some f the common techniques involves
focus groups, participation, interviews. Under this sample size is seen as small and the
participants are been selected for fulfilling a quota provided.
Quantitative research- It is the type of research which relies on techniques and the
methods of the natural sciences that produces a numerical data and the hard facts. This kind of
research mainly aims at introducing cause & effect relationship between the two variables by
making use of the occupational, statistical and computational methods (Brannen, (2017)). It is
also called as an empirical research as it could be measured precisely and in accurate manner.
Under this the data is obtained by a scholar that could be categorized into two or can be ranked
and measured in respect of the measurement units. Tables and the graphs of the raw data could
be constructed with help of quantitative method, makes easier for scholar in assessing the results.