Qualitative design and the other using a quantitative design - Research Paper Example

Qualitative and Quantitative Research Designs Number The qualitative research technique, an exploratory research, produces information that is not numerical. Qualitative research uses methods such as reflexive journals, unstructured interviews, semi-structured interviews, structured interviews, non-participant observations, participant observations, analysis of materials and documents and field notes to collect data which is then streamlined to a particular pattern in order to explain a phenomenon or comprehend certain behavior such as in the business market (as seen in the article).

Apart from merely answering the when, where and what questions, qualitative research also importantly answers the how and why questions. Qualitative research aims to state the trends in opinion and thought (Roessner, 2015). Quantitative research, unlike the qualitative research methodology, yields numerical information and thus quantifies a problem. This data can be translated into useful statistics to quantify variables such as behavior (such as of consumers), opinions, attitudes, and so on.

This numerical data is then used in making a generalization on the entire population. Data can be collected via telephone interviews, website interceptors, systematic observations, face to face interviews, online surveys, kiosk surveys, paper surveys, longitudinal studies, mobile surveys, online polls, amongst others. Basically, while qualitative research formulates a hypothesis/ theory, quantitative research tests (and proves/ discards) the hypothesis/ theory (Roessner, 2015). As is evidenced in the two articles, there are advantages and disadvantages of using either technique of research.

In qualitative research, for example, small number of samples are used which can lead to misleading conclusions (Dahlberg, 2006). The quantitative design, however, uses a large number of samples to represent the population being studied and therefore there is greater accuracy in the results obtained and the generalizations made (Roessner, 2015). However, the fact that quantitative research methods generally utilize structured data collection methods like online/ telephone questionnaires means that the interviewee is more prone to offer wrong information due to reduced freedom that is required when collecting data.

In qualitative research, the methods of data collection used are unstructured and translate to superior interviewee freedom. Moreover, while quantitative research features enable it to be used to propose a final course of action, qualitative research outcomes are less conclusive and only provide comprehension and basic understanding needed to arrive at decisions. On the flip side, quantitative research methods can be quite difficult and time consuming involving a host of data organization, calculation and presentation procedures.

Qualitative research on the other hand is easier and time saving with manageable presentations required such as videos, images, artifacts, and so on (Dahlberg, 2006). Quantitative research designs require the use of complex statistical tests to analyze and present data. In addition, the quality of qualitative research can be watered down by subjective views that are common with this kind of research, unlike quantitative research which is more objective (Roessner, 2015). Having seen that both the methods of research have their respective weaknesses and strengths, depending on the kind and extent (purpose) of research to be performed, both methods can be applied.

In this case, the techniques complement each other leveling out weaknesses with quantitative research helping explain the phenomenon observed in qualitative surveys. Likewise, in my own business, I would preferably use both methods where I would employ qualitative research in the maiden phases of the research project then finally use quantitative research in the last stages of the research.ReferencesDahlberg, K. (2006). The Publication of Qualitative Research Findings. Qualitative Health Research, 444-446.

Roessner, D. (2015). Quantitative and qualitative methods and measures in the evaluation of research. Research Evaluation, 125-132.