Exploring Qualitative and Quantitative Research: A Comparative Study

This essay provides a detailed comparison of qualitative and quantitative research methods, highlighting their differences in data collection, philosophical underpinnings, and analysis techniques, with a special focus on thematic analysis. It discusses how qualitative research relies on in-depth understanding and interpretation, while quantitative research is based on numerical evidence and statistical analysis. The essay explores primary and secondary data collection methods for both approaches, emphasizing the subjective nature of qualitative interpretation versus the objective nature of quantitative analysis. It also delves into the philosophical foundations of positivism, interpretivism, and realism, and their relevance to each research method. Furthermore, it elucidates various qualitative data analysis methods such as content analysis, narrative analysis, and discourse analysis, contrasting them with quantitative data analysis techniques that involve sampling, statistical models, and software tools. The role of thematic analysis in both qualitative and quantitative research contexts is thoroughly examined, illustrating its application in identifying patterns and themes within the data to address research questions. The essay concludes by underscoring the importance of understanding these differences for effective research design and execution.

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

4COMPARISON OF QUANTITATIVE AND QUALITATIVE RESEARCH
improper sampling techniques or choice of tools used to analyze the data. This method of
research is thus very objective in nature and generally do not lead to varying outcomes. The
philosophy underlying quantitative research generally is positivism which studies facts and
figures and connects dots to interpret future figures or results. As realism involves an approach
which is an amalgamation of the positivism and interpretive approaches, it is generally used in
case of researches which involve both quantitative and quantitative research processes (Brannen,
2017). However, this again involves a scientific approach to reasoning and understanding the
data under consideration.
There are mainly five processes or methods by which analysis of the qualitative data is
performed. Content analysis in qualitative research involves the investigation and reading of
artifacts and books and texts of various kinds including videos, conversations, audios or even
pictures. These are then systematically examined and interpreted by the researcher on which the
results are based (Crowe, Inder & Porter, 2015). Narrative analysis involves the interpretation of
the narratives. Generally, this is done with the help of videos or audios recorded under
circumstances where the research ethics are maintained. In case of certain qualitative researches
depending upon the circumstances, the researcher is expected to sometimes observe and interpret
a particular scenario based on the narration of an individual or the discussion of a particular
focus group under consideration. This is the most subjective of all the different methods of
analysis involved under qualitative research. Discourse analysis involves the study of language
or grammar or genre or approaches which involve a broad concept and this involves three forms
of analysis which are linguistic, empirical and critical analysis (Fairclough, 2013). The
framework analysis of qualitative research is broadly used to study both the similarities and
differences in between the answers and mind sets of the people being interviewed. It involves in

5COMPARISON OF QUANTITATIVE AND QUALITATIVE RESEARCH
depth comparison of responses to the parameters on which the interview is based. Thematic
analysis is generally used in case of qualitative research and involves studying a pattern inherent
in the responses received and trying to form a meaning out of the same that in turn addresses the
research question under consideration. It is subjective in nature as it involves the perspective of
the researcher based on his/her conversation with the person interviewed. The analysis and
interpretation of quantitative data is usually straightforward and follows a single path. It
generally involves selection of a sample from a population that is relevant to the hypothesis or
the research question under consideration (Palinkas et al., 2015). A sample is a group of people
selected for survey from among a larger mass of people who are exposed or are relevant to the
research topic under consideration. The sample size consists of the people who are included in
the sample. The process of selecting the sample is known as sampling. Sampling has to be
carried out in such a way so that the results interpreted can be applied to the entire population
from where the sample has been chosen. In case of probability sampling technique every unit in
the population has equal chances of being chosen and the chances of every unit being chosen can
be calculated and determined. The methods used under this involve simple random sampling
technique, systematic sampling method, stratified sampling method and cluster or multistage
sampling method. Non-probability sampling technique differs from the above technique in terms
of some of the units not having any chances of being selected. The methods involve
convenience, quota and purposive sampling. After completion of sampling and collection of data
of the relevant variables under consideration, their values are simulated to generally find the
effect of one on another. This can either be done manually or with the use of softwares like SPSS
or SAS using rigid and complex statistical tools or models. This leads to the generation of

6COMPARISON OF QUANTITATIVE AND QUALITATIVE RESEARCH
parameters which are then interpreted to form meaningful answers to address the research
question.
Though thematic analysis is generally used for the analysis of qualitative data, it can also
be used in the context of quantitative research. In this case the sample is not fragmented into
smaller groups and a whole theme or pattern is observed to reach the results and draw
conclusions. Under thematic analysis of quantitative research, the responses of the survey for a
particular variable are compared and collated with the other variables under consideration. The
general trend observed for thematic analysis in case of quantitative data is that the questionnaires
or the survey questions are open ended so that along with the numerical values the thought
process or the perspective of the person interviewed can be linked (Fugard & Potts, 2015). This
is basically done not only to include but also expand the theme of the underlying research. It also
helps to gain knowledge and access to the scenarios or thoughts of the sample interviewed which
is not captured by the questions asked in the survey. As mentioned earlier in the essay, as
thematic analysis involves comparison of similarities and differences between the responses of
the interviewees, in case of quantitative research, it corresponds to following the pattern of
similarities in the responses and the deviations of certain responses that do not fall in the pattern.
Thematic analysis is most widely used to analyse qualitative data. In this case again instead of
considering small fragments of the entire cohort of data, the entire data is studied to note patterns
and a theme that dominates the entire scenario which leads to the answer of the research
question. It involves thorough examination and exploration of trends. Generally there are six
phases of qualitative data analysis using thematic approach which are code generation,
exploration of theme within the codes generated, revising of the themes formed, naming of the
themes and finally producing the results out of the analysis (Vaismoradi, Turunen, & Bondas,

7COMPARISON OF QUANTITATIVE AND QUALITATIVE RESEARCH
2013). There is hardly any involvement of figures or surveys and the method of data collection
are open ended interview questions or field study. It basically encompasses a wide horizon to
interpret results instead of narrowing down the perspective of the researches. However, it is very
important to note that there is a major mistake that can happen while preparing the interview
questions, which is to base the questions on the a pre-decided theme. This leads to biased
analysis as the answers will then become directed to fit into the pre-decided theme. Hence, it is
very important to first decide the interview questions based on the research question or
hypothesis and then perform proper coding in the pattern of answers to find out a theme that
provides an overall umbrella to the results. Although used for both quantitative and qualitative
research, thematic analysis has its own set of differences when applied in a quantitative research
from when it is applied to a qualitative research. These are discussed in detail in the next portion
of this essay. Thematic analysis can be broadly bifurcated into sections or types which are
semantic and latent. Semantic thematic analysis is not an in depth concept and involves a surface
overview of the data collected which is more applicable to quantitative research. On the other
hand, latent thematic analysis involves going in depth and finding out the underlying thoughts or
assumptions or concepts behind the data collected.
While conducting interviews or focus group interactions or field study, it is very
important to note down anything that is common to the whole cohort or anything that deviates
from the common response. In case of performing a quantitative research or mixed research, it is
important in turn to link these responses and patterns with the collected numerical data or figures
from either surveys or government websites in case of primary research or other quantitative
research papers in case of secondary research. In case of qualitative research however, the
researcher can himself/herself explore the depth of the conversations or circumstances and no

8COMPARISON OF QUANTITATIVE AND QUALITATIVE RESEARCH
linking is required. After, this phase in the next phase of analysis, where coding is done the data
should be properly organised and structured either manually (usually in case of qualitative data)
or using coding software (usually on case of quantitative data) (St. Pierre & Jackson, 2014). In
the next phase, the themes are decided and formed on the basis of the patterns. The deciding of
the theme also depends on the type of research, if it is quantitative, the scope of exploration
being limited is not as broad as compared to qualitative research. However, as mentioned before,
if the thematic analysis in case of a quantitative research is carried out in such a way that the
questions not included in the survey, are also answered by the interviewees due to the open
ended options, then the scope of the theme can also be broadened. In the next step generally, the
theme or themes already formed and are either improvised or segregated or discarded based on
the course of analysis and this is essentially the same for both quantitative and qualitative
research. The next phase where the themes are named or renamed and sub themes are merged to
form a single unifying theme that encompasses all the sub-divisions and connects the dots, there
are no major differences in case of qualitative and quantitative research. The last phase is the
most important step of a complete thematic analysis and varies from quantitative to qualitative
research. In this step, the researcher describes the theme in depth and draws a relation between
the same and the research question and establishes the answer based on the evidences found from
the analysis. In case of qualitative research the results depend on the researcher views and
perspectives to a large extent but in case of quantitative research, the scope is not that large as in
this case the parameter is generated using statistical model and the scope of interpretation of the
values of the parameters obtained is also limited. Thus, it can be rightly asserted that though
thematic analysis is broadly used for both quantitative and qualitative analysis, it is broadly used

9COMPARISON OF QUANTITATIVE AND QUALITATIVE RESEARCH
in case of qualitative research. Also, there are more differences in the method being applied to
the two types of analysis than are the similarities.
Thus, to conclude it can be asserted with confidence that the two methods of research,
quantitative are very diverse and different. While one depends totally on the outcomes of
statistical models and software, the other depends on the experience and thought process of the
researcher. However, in certain cases both the methods can be combined to increase the scope of
the results or interpretation and to make the research outcomes more robust. The general trend
noticed in case of philosophical underpinning is that interpretivism mostly underlies qualitative
research and positivism mostly underlies quantitative research. Also, in case of thematic analysis
in a quantitative research the method is objective and tries to link and compare similarities and
differences in the numerical data collected and also tries to gain perspective into matters that are
not covered in the sample but answers the research question. For qualitative research on the other
hand the major purpose of thematic analysis is to broaden the horizon or scope of thinking for
the researcher as well as the reader, so instead of fragmenting the data collected, it is integrated
into a bigger theme or umbrella.

10COMPARISON OF QUANTITATIVE AND QUALITATIVE RESEARCH
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