Compare and contrast between quantitative and qualitative approaches

This article compares and contrasts the quantitative and qualitative research approaches. It discusses their differences, strengths, and weaknesses, and provides insights into when to use each approach. The article also mentions the methods used in data collection for both approaches.

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Compare and contrast between quantitative and qualitative approaches
In every research project, a specific approach is chosen for data collection and
analysis to obtain relevant results. Quantitative and qualitative methods are two approaches
used in research on any discipline.
Qualitative research approach is mainly used in exploratory studies and is used for
obtaining an understanding of the underlying motivations, opinions ad reasons. Qualitative
approach is used for developing better insights into the research problem so that hypotheses
or theories can be formulated for performing quantitative research on the insights (Ragin,
2014). It is used for in depth analysis of the research problem and uncover deeper trends in
opinions and thoughts. Semi structured or unstructured techniques are followed in qualitative
research. Individual interviews, focus groups and participation are few of the methods used
for collecting data in qualitative research. The sample size is relatively smaller and
respondents are chosen based on the mentioned quota (Choy, 2014). In qualitative research,
non-probabilistic sampling methods are used as the approach is subjective in nature. The
overall inquiry is process oriented and is mainly used in social sciences and to gain
understanding on human behaviour. It uses inductive reasoning to synthesise data. However,
there are certain limitations to using qualitative research such as the process is time
consuming, labour intensive and difficult to measure causal relationship (Choy, 2014).
On the contrary, the quantitative approach is used for quantification of the given
problem by developing either numerical data or data that can be used for quantification and
statistical interpretation. This means that it is used for quantification of opinions, behaviours
and attitudes to formulate results that are generalised (Ragin, 2014). A large population
sample is used in quantitative research approach and uses measurable data to uncover
patterns and generate facts. This method is highly structured in nature and the data is
collected using different types of survey methods such as paper surveys, mobile surveys,
online surveys, kiosk surveys and online surveys, telephone interviews, longitudinal studies,
face-to-face interviews, systematic observations and online polls (Choy, 2014). Quantitative
approach uses a scientific and empirical method to develop numerical data by using logical
and statistical techniques. The quantitative research approach uses a conclusive approach and
use deductive reasoning. This implies this method is ideal for addressing cause and effect
relationship between two variables. However, there are certain limitations of using

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quantitative approach such improper representation of population and lack of control on the
data collection environment (Choy, 2014).
References
Choy, L. T. (2014). The strengths and weaknesses of research methodology: Comparison and
complimentary between qualitative and quantitative approaches. IOSR Journal of
Humanities and Social Science, 19(4), 99-104.
Ragin, C. C. (2014). The comparative method: Moving beyond qualitative and quantitative
strategies. Univ of California Press.