Though both qualitative and quantitative research approaches are implied to seek new knowledge, yet the selection of the right approach needs more specific justifications. Consider two research topics:
Establishment of the best change management model for the cosmetic market of the UAE to revive revenues in the post-COVID business initiatives.
Evaluate the effectiveness of Lewin's change management model to gain profitable margins in the post-COVID cosmetic market of the UAE.
The first topic will follow a qualitative approach, but the second topic will follow a quantitative approach.
You need to pick a qualitative research approach if your research target is to understand and establish a critical school of thought, concept, or experience. The exemplified first topic is inclined to establish a model to revive revenues, and so the qualitative approach.
On the other hand, the second topic is evaluating and testing Lewin's change management model. Thus, for testing a pre-established idea or practice in a new context, you must apply a quantitative research approach.
Note that while meeting the research objectives, your selection gets determined as per the following features:
Thus, on an in-depth note, the qualitative analysis remains least tangible than the quantitative analysis. Qualitative is a more subjective analysis, whereas quantitative is data-driven statistical analysis.
In this article, you will gain the in-core insight into the differences between the qualitative analysis and its counterpart- the quantitative analysis.
The use of qualitative analysis of any collected data is marked as per the participants, humane properties, values and attributes.
On the other hand, quantitative analysis of any collected data is marked as per the computable statistical values and calculations.
From this definition, it is clear that qualitative analysis is humanitarian in its approach, whereas quantitative analysis is determined as per numerical calculations.
As you initiate the research process, try to identify the purpose of your research. If your research is seeking knowledge for an unexplored and abstract domain of society then you need to consider qualitative analysis.
The selection of quantitative research needs hands-on knowledge on statistical calculations for making future predictions. If your research is seeking specific and restricted derivations, then test the hypotheses under statistical analytical calculations.
The approach of research methodology under qualitative analysis is exploratory. The term exploratory means that the process of analysis aims to attain deeper knowledge about the identified concern of the research. this aim is framed in terms of possibilities of creating a theoretical or phenomenal structure for future usage. As such the research question for qualitative research concentrates on finding ‘Why’ or ‘How’ about the selected issue or concern.
For example, the qualitative questions can be:
The quantitative analysing considered in research methodology remains very precise and conclusive. As it gets represented numerically, the specifications are supported by statistical derivations rather than seeking reasons which lie behind the results. As such the research question for quantitative research concentrates on answering ‘What’ ‘Where’, or ‘When’ about the selected issue or concern.
For example, the quantitative questions can be:
Data to be collected for any qualitative analysis is relevantly smaller than the quantitative data. For instance, the qualitative data from interview sessions get limited to 5 to 15 participants, whereas in the case of quantitative data collection, the questionnaire survey can be considered for 200 to 300 participants.
This significant difference makes qualitative analysis a result of unstructured and unrepresentative data. However, the quantitative analysis gets recognised for being representative of a larger sampling.
To collect data in a qualitative research approach, the researcher can consider different methods. For example:
To collect data in a quantitative research approach, the researcher can consider different methods. For example:
Research-based results from the qualitative analysis are more related to the selected participants or the objects. These are usually not made applicable to the generalised population of the respective case.
As for the research-based results attained from the quantitative analysis, the implications can be considered for a larger general population.
Conclusively, qualitative analysis is about gaining in-depth knowledge about socio-cultural contexts, whereas quantitative analysis quantifies or rather tests the noted hypotheses to make future possibilities.