Research methodology

Quantitative Research.Qualitative Research.Survey vs. questionnaire.

By: MUBARAK AHMED

Quantitative ResearchObjective / purpose: Aims to achieve an in-depth understanding of a situation / topic /

issue. Classify features, count them, and construct statistical models in an

attempt to explain what is observed. Researcher knows clearly in advance what he/she is looking for. Sometimes followed by qualitative research which is used to explore

some findings further. Main characteristics are: The data is usually gathered using more structured research

instruments. The results are based on larger sample sizes that are representative

of the population. The research study can usually be replicated or repeated, given its

high reliability. All aspects of the study are carefully designed before data is

collected. Data are in the form of numbers and statistics. Researcher uses tools, such as questionnaires or equipment to collect

numerical data

Quantitative ResearchData collection: Quantitative data collection involves the use of

numbers to assess information. This information can then be evaluated using statistical analysis which offers researchers the opportunity to dig deeper into the data and look for greater meaning .

Quantitative → Quantity . Deals with numbers. Data which can be measured. Length, volume, weight, speed, time, temperature,

sound levels, cost, members, ages, etc. Common data collection methods : Surveys (online, phone, paper) Can done via interview also.

Quantitative ResearchAdvantages:Quantitative research design is an excellent

way of finalizing results and proving or disproving a hypothesis.

After statistical analysis of the results, a comprehensive answer is reached, and the results can be discussed and published.

Quantitative experiments are useful for testing the results gained by a series of qualitative experiments, leading to a final answer,

Quantitative ResearchDisadvantagesQuantitative experiments can be difficult and

expensive and require a lot of time to perform.

Quantitative studies usually require extensive statistical analysis, which can be difficult, due to fact that most of the researchers know less about statistics tools and how to use them.

Quantitative research design also tends to generate only proved or unproven results.

Qualitative Research Qualitative research refers to studies of subjects that are

hard to quantify, such as art history. Data is in the form of words, pictures or objects. The results of qualitative research are descriptive rather

than predictive. The strength of qualitative research is its ability to provide

complex textual descriptions of how people experience a given research issue.

It provides information about the “human” side of an issue ,behaviors, beliefs, opinions, emotions, and relationships of individuals.

Qualitative ResearchData collection : Deals with descriptions. Data can be observed but not measured. Colors, textures, appearance, beauty, etc. Qualitative → Quality Common data collection methods : The three most common qualitative methods

1-   Participant observation: is optimal for collecting data on naturally occurring behaviors in their usual contexts.

2 - In-depth interview: is optimal for collecting data on individuals’ personal histories, perspectives, and experiences, particularly when sensitive topics are being explored.

3 -Focus groups : are effective in extracting data on the cultural standard of a group and in generating broad overviews of issues of concern to the cultural groups or subgroups represented.

Qualitative ResearchAdvantages:Qualitative techniques are extremely useful

when a subject is too complex to be answered by a simple yes or no hypothesis. 

Qualitative research methods are not as dependent upon sample sizes as quantitative methods; a case study, for example, can generate meaningful results with a small sample group.

Qualitative ResearchDisadvantagesQualitative methods still require a lot of

careful thought and planning  to ensure that the results obtained are as accurate as possible.

Qualitative data cannot be mathematically analyzed in the same comprehensive way as quantitative results, so can only give a guide to general trends.

It is a lot more open to personal opinion and judgment, and so can only ever give observations rather than results.

QUALITATIVE VERSUS QUANTITATIVE RESEARCH

Criteria Qualitative Research Quantitative Research

Purpose To understand & interpret social Interactions.

To test hypotheses, look at cause & effect, & make predictions.

Group Studied

Smaller & not randomly selected.

Larger & randomly selected.

Type of Data Collected

Words, images, or objects. Numbers and statistics.

Form of Data Collected

Qualitative data such as open- ended responses, interviews, participant observations, field notes.

Quantitative data based on precise measurements using structured & validated data-collection instruments

Type of Data Analysis

Identify patterns, features, themes.

Identify statistical relationships.

Role of Researcher

Researcher & their biases may be known to participants in the study, & participant characteristics may be known to the researcher.

Researcher & their biases are not known to participants in the study, & participant characteristics are hidden from the researcher

Results Particular or specialized findings that is less generalizable.

Generalizable findings that can be applied to other populations.

QUALITATIVE VERSUS QUANTITATIVE RESEARCH

Criteria Qualitative Research Quantitative Research

Scientific Method

Exploratory or bottom–up: the researcher generates a new hypothesis and theory from the data collected.

Confirmatory or top-down: the researcher tests the hypothesis and theory with the data.

Most Common Research Objectives

Explore, discover, & construct.

Describe, explain, & predict.

Nature of Observation

Study behavior in a natural environment.

Study behavior under controlled conditions; isolate causal effects.

Final Report Narrative report with description & direct quotations from research participants.

Statistical report with correlations, comparisons of means, & statistical significance of findings.

Survey And questionnaire

Survey: Survey is defined as the measure of opinions or

experiences of a group of people /individual through the asking of questions.

Questionnaire : Questionnaire is defined as a set of printed or written

questions with a choice of answers, devised for the purposes of a survey or statistical study.

A questionnaire is a tool to be used for a survey.

Survey And questionnaire When conducting a survey your list of questions is

called your questionnaire. A survey, on the other hand, encompasses all

aspects of the research process, including research design, survey construction, sampling method, data collection, and response analysis.

Surveys can be carried out in 2 ways: 1- Questionnaires: Researchers give the questionnaires to the

candidates who fill it out and then he collects and analyze it.

2- Interviews: (personal/ phone) One on one, searcher asks questionnaires to the candidate himself.

Surveys  advantages and disadvantages  Advantages The major noticeable advantages of surveys are time saver as

surveys allow to collect a large amount of data in short time. Surveys are less expensive than most of the other type of data

collection methods. Surveys are allowed to collect data on wide range of things. Surveys are flexible ,can easily be combined with other methods to

produce richer data. for instance, you might want to consider also using diaries, focus groups, or in-depth interviews.

Disadvantages Accuracy, the response given may not reflect the reality. Surveys are not so good at explaining why people think or act as

they do .

For example Surveys can tell us how many people behave in a certain way or how many patients were dissatisfied with their treatment, but they may be limited in the information they can provide as to why this is so .

Methods of doing surveysE-mail survey: (Commonly used in all areas) Advantages:  Fast results   Easy to modify   Data sets are created in real time   Inexpensive in most cases   Large sample size 

Disadvantages: Honesty of responses can be an issue 

Face to face interviews: Advantages: Face to face communication- more honest answers Subject are more likely to give more accurate and detailed answers

(qualitative data) Disadvantages: Some people do not like to talk about personal information (prefer to write) Time consuming Expensive Smaller sample size

Methods of doing surveysTelephone: (mainly businesses) :Advantages:Higher response rate .Higher validity of answer .Disadvantages:More time consuming.Might be expensive (international surveys) .Might be annoying to the subjects to be contacted on phone .

On-line survey:AdvantagesVery fast resultsUsed in large scale of industries Cheap and very efficientEasy to target certain interest groups (i.e Facebook) Easy to process the data Disadvantages:Difficult to validate the gathered dataSubject might not give complete/ honest answersNot suitable for people who do not use computers