Comparison of Quantitative and Qualitative Research

Running head: COMPARISON OF QUANTITATIVE AND QUALITATIVE RESEARCH
Comparison of quantitative and qualitative research
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1COMPARISON OF QUANTITATIVE AND QUALITATIVE RESEARCH
Qualitative and quantitative research is two opposite sides of a coin. Qualitative research
is more investigative and involves in-depth understanding and can have different interpretations
based on one situation (Taylor, Bogdan & DeVault, 2015). The projections from this kind of
research and recommendations depend on how the information from the cohort experiencing the
problem is interpreted by the informer. Quantitative research on the other hand, is purely based
on numerical evidence and is more methodical in nature (Gray & Payne, 2014). It has only one
interpretation usually which comes out from statistical or numerical analysis. This method
involves a lot of measuring and calculating to forecast appropriate outcomes and base
recommendations on the same. While qualitative research follows a more deductive approach,
quantitative follows a more inductive method of approach. The robustness of the results of a
quantitative research depend upon the research skills and experience of the researcher. However,
there is no such scope for quantitative research. The results in this case completely depend upon
the statistical software or tools chosen to come to the conclusion. Hence the two are generally
used for different purposes of research and also sometimes depend upon the hypothesis. It is
also commonly observed that sometimes combinations of the two are used (Mertens, 2014). As
the two modes of research completely differ so do the methodologies. In this essay the various
differences starting from data collection methods to analyzing the same are discussed in greater
detail. Also, the underlying philosophical underpinnings involved in case of qualitative and
quantitative research methods are discussed. While discussing the various methods of analysis,
the concept of thematic analysis is described vividly and its application to qualitative and
quantitative research is also explored. The focus of the essay is to show how quantitative and
qualitative methods of research vary with respect to all the aspects from data collection to

2COMPARISON OF QUANTITATIVE AND QUALITATIVE RESEARCH
organization to analysis and interpretation of results with special attention to the case of thematic
analysis.
The collection methods of quantitative and qualitative data are very different. However,
both involve the collection of primary and secondary data from different kinds of sources. In
case of primary data collection, the qualitative data is usually collected with the help of
interviews based on self study or study of the focus group and field survey (Silverman, 2016). In
case of secondary data collection, the qualitative data is usually collected from previously
conducted researches which are also descriptive or qualitative in nature. The primary and
secondary data collection methods for quantitative research are however slightly different. In
case of primary data collection, generally data is collected with the help of surveys and
questionnaires, company reports and government data bases (Weigold, Weigold & Russell,
2013). The scope of secondary data collection in case of quantitative data is however a little
limited as compared to qualitative data. Under this kind of data collection, information and data
is generally taken and used from already conducted quantitative researches which are present in
the form of books, articles, journals or reports. After data collection, the researcher needs to
organize the data and perform analysis of the same based on in depth methods followed by
researchers in case of qualitative research and statistical models and tools in case of quantitative
analysis which is discussed in the later parts of the essay. The approach basically differs in the
fact that the qualitative method is comprehensive and the quantitative method is directive.
Philosophical underpinning involves the base on which the structure of the essay
depends. It involves the construct and skeleton of the research on which the relevant materials
will be added on to. There are broadly three kinds of philosophies which are positivism,
interpretivism and realism (Collis & Hussey, 2013). As mentioned earlier, qualitative research

3COMPARISON OF QUANTITATIVE AND QUALITATIVE RESEARCH
methods generally involve interpretation of perspective of the people who are a part of the
sample (Ponterotto, 2013). It generally involves open ended questions and has no definite option
for the individual under observation. The data collected is generally explored further to form an
in depth meaning. It looks deep into the similarity or differences in the opinions and the thought
processes underlying those opinions. In this case, the researcher is the sole owner of
interpretation of the observations and his experience, knowledge and intentions govern as to how
the results and outcomes will vary. All components of the research vary depending on how the
researcher predicts the narration of the interviewer of the focus group under consideration. Thus,
it can be interpreted that this method is very subjective in nature and can have varied outcomes.
In researches, where only qualitative research is used, the underlying philosophy used is
generally interpretivism. When this kind of philosophy is used, it is very vital for the researcher
to appreciate and acknowledge the differences in thoughts of the different people being
interviewed. This is so because the only instruments used are languages, expressions and
consciousness. Quantitative underpinning however involves proper data based calculations and
evidence derived out of the same. It generally involves building relations amongst different
variables which are either discrete or continuous. No amount of reflection or reflexivity is
involved in this kind of research. There are definite outcomes based on the hypothesis
constructed, variables chosen and software or application or method used for the calculation of
results and outcomes. Hence this is more close ended in nature and the questionnaires and
surveys conducted involve questions which have options. These options help to calculate the
values of different variables. Also, in case of quantitative research the research is generally
conducted to study existing trends and patterns and hence there is no involvement of biased
interpretation of meaning depending upon the researcher. In this case, bias may arise out of