HOW TO BEST APPROACH QUALITATIVE RESEARCH
Research methods can be classified in two different categories – quantitative and qualitative. We looked at the former method in the past, so it’s time to shine some light on the qualitative method and how it fits into your dissertation or scholarly research that you’re performing.
While quantitative research requires the collection of numerical data, qualitative research attempts to understand a specific organization or event and does not involve the collection of a numerical sample from a population.
Qualitative research involves no treatments or variable manipulation, the interpretation emerges from participants. Concepts, data collection tools, and methods can be adjusted as the research progresses, and finally, it provides an understanding through direct experience, reporting, and interpretation from direct conversations.
Examples of qualitative research include participant observation (e.g. – ethnography), in-depth interviews, and focus groups.
The differences between quantitative and qualitative research are related to data sample, collection, analysis, and of course, the outcome. Here is an easy way visualize the differences.
| Quantitative | Qualitative | |
|---|---|---|
| Certainty | Single | Multiple |
| Analysis | Statistics/Numbers | Narrative/Words |
| Attempt to generalize | Yes | No |
| Theory | Test | Develop |
| Focus | Concise | Complex |
| Basis | Objective | Subjective |
Learn more about qualitative research, including when to employ a “mix” method design, in the Culture of Research and Education (CORE) webinar “Qualitative Research Methodology: An Overview,” presented by Dr. Carlos Cardillo.
