Differences between Qualitative Research and Quantitative Research - Essay Example

? Differences between Qualitative research and Quantitative research [Supervisor Differences between Qualitative Research and Quantitative Research Introduction There are two main forms of research that are being carried out currently in the field of research and development. These are the qualitative and quantitative researches. These are two different approaches that deal with each aspect of the concerned study in a different perspective. The methods and techniques adopted for each category is also different and this term paper discusses both the researches in details and their link to digital information. Qualitative Research Qualitative research and quantitative research are two different aspects of research and each differs from the other. Qualitative research is all based on intangible things and hypothesis. This research focuses more on understanding experiences (Merriam 2009). It is also termed as interpretivism and is subjective in nature as each individual is different and the results vary too. The interpretation of the results collected also varies according to the researcher due to diversity and complexity of views. Perceptions and meanings provided by people are the points of focus in this research (Merriam 2009). Quantitative Research Quantitative research on the other hand involves two variables, an independent variable and a dependant variable. Qualitative research is objective in nature and involves numerical figures and data. So anything that is measurable and can be quantified is added under the category of quantitative research (Hopkins 2000). Things such as time, weight, performance, volume etc can be measured easily and a variable can also be assigned to them and a relationship can be formed between the two variables. Analyzing statistics becomes all the more easier if numeric data is available and organized systematically (Hopkins 2000). It can be descriptive in nature and form an association between the two variables or experimental in nature and form causality between the two variables depending on the circumstances. In order to determine these variables a sample is used from the focus of study usually a specific amount of population. If the qualitative research is experimental it may require the sample to be specific (Hopkins 2000). Methods of Qualitative Research There are three main methods by which qualitative research is carried out that is personal or group observation, in- depth interviews and focus group. All these three methods contain unstructured and structured questions and based on reactions and experiences the results are estimated (Mack and Woodsong 2005). Uses of Qualitative Research Qualitative research is used in a specific format to give a complete idea of the study. This formatting helps the researcher in formulating surveys and questions in a manner that the right results can be achieved for the inquiry. Since qualitative research is focused on feelings and experiences so it is important that the questions formulated relate to the research and so do the answers (FHI 360 2011). So it is important to carry out a formative research. You can also refine your findings through formative research and avoid response bias by creating different sort of questions that people don’t hesitate to answer and give explanations more freely rather than an atypical answer. Qualitative researches also tend to validate the whole research in a way that the information collected verifies the numerical data collected (FHI 360 2011). Social and economic factors are included in qualitative research that helps in justifying results and providing long lasting analysis to the study. This form of research is advantageous for experimental and investigation research topics because unstructured questioning opens up new eras of research and a better understanding of the problem is reached by the researcher (FHI 360 2011). Subjects and topics that have no previous study or research can also be explored well in detail through in depth interviews by the help of qualitative research. Some topics require a behavioral study analysis in order to reach a conclusion like problems of women discrimination in rural areas or changing sexual behavioral patterns etc (FHI 360 2011) Uses of Qualitative Research Qualitative research is easy to organize and is measurable. It just involves statistical figures that are very easy to analyze and reach a conclusion. The domain of carrying out a quantitative research is very wide and every field can be integrated in it (Wright 1902). Numeric data is useful in determining the potential risk or benefit about to be gained by any organization. Databases being managed and formulated all over the world in companies all contain quantitative data (Wright 1902). The sole reason behind the usage of numeric data is that it is easy to assess and it is objective in nature. All types of risk and benefit analysis can be calculated through it and a much outcome assured decision can be made by the help of it (Wright 1902). It is a useful tool in finance department and marketing department for segmentation purposes. Data according to demographics and psychographics can be calculated in order to study behavior patterns and create products and services. Effectiveness of a product, event or service can also be determined through quantitative research methods (Wright 1902). Methods of Quantitative Research Quantitative research involves all forms of sampling and data is collected in the form of statistical figures. Structured interviews, surveys and questionnaires are a perfect example of quantitative research. Digital Technology for Quantitative Research Quantitative research can be conducted using digital recording systems and online platforms for the purpose. These systems help in repeating the information or data recorded earlier in clear quality and analyzing data. Initially there were recorders and cassette tapes for recording data purpose but now with the advancement in electronic devices, recorders are available in superior voice quality and broadband has taken over the electronic market. (Stockdale 2002). In digital recording there is less noise and speech can be clearly heard over the noise. Due to the decreased level of noise the cost of editing and retrieving data is reduced and there is no loss of qualitative data. More accurate and less costly data is available in no time (Stockdale 2002). Digital information can also be edited later on with the help of software like Syntrillium's Cool Edit 2000 which decrease the background noise, making the data sound more clearly and precisely (Stockdale 2002). Unnecessary data can also be removed, frequencies can be adjusted, cut out extra clippings or information that needs to be censored and recordings can also be fixed by varying the voice of speakers according to the requirements (Stockdale 2002)Backup can also be provided for digital recordings by archiving them. Broadband connectivity is available on majority of the devices like desk computers, portable devices etc. Internet USB sticks can also be used for digital broadband service on portable devices (Stockdale 2002). Forms of Digital Recording Devices There are many different types of digital recorders available that assist in carrying and recording data like cassette recorders, palm, hands free, mini recorders, portable and desk computers, hard drives, mini discs, audio recorders and CD-R/RW. All these devices carry audio and video information and data for research and other purposes (Stockdale 2002). Mintel Inspire is also a service available online for research purposes that helps in analyzing data. Its main purpose is focused upon researching market trends and consumer behaviors. It monitors and tracks various behaviors and then according to set standards interprets the data (Mintel Group Ltd 2011). It also assists you in judging various attitudes and emerging trends that might be very profitable to someone who plans to start a new business or improve an already existing one. It is an inspiration trend analysis service that will add in to the creative bunch of ideas and also assist in bringing about a change. It is specially designed for sectors such as FMCG, financial services, media and retail (Mintel Group Ltd 2011). Risk can also be managed more efficiently with the insight provided by it. Since it is online so trend analysis will be according to the latest benchmarks and won’t require up gradation (Mintel Group Ltd 2011). Review I interviewed a student who was doing his final research thesis on changing consumer trends and mintel inspieis has been a great help as helps you in formulating strategies and provides a clear picture to what the market wants. Digital technology for quantitative research Research in any form is being complemented by technology nowadays and with the advancement in information technology every form of data is being digitalized (Lu and Pan 2010). There are plus and minus points to getting everything electronic but then it also speeds up the over all process. If we take example of the field of architecture, constructions are made with great precision and accuracy (Lu and Pan 2010). Even the slightest mistake can cause a major breakdown. So for that having a good statistical figure at hand that is easily and efficiently obtained is mostly preferred. Digital information is making its way into this field as well like other fields (Lu and Pan 2010).There are software’s available in the market that provide quick analysis of data and assist in making the right decision. To furtherer assist to the process of research and its application digital systems ease the process by software’s like Photoshop where you can create complete designs and lay outs (Lu and Pan 2010). Software for Quantitative Data The most efficient and well-known software for quantitative data analysis is the STATA. It is a complete statistical device plus package that assists in analysis and management of data. Graphics are also inclusive of the package. (StataCorp LP 2011). Up gradation of the software is done with each advancement in technology and the latest version has special features to perform structural equation modeling, creating ARFIMA, business calendars, multiple imputations and importing and exporting of files from Microsoft word programs. It is very interactive and data can be edited for intricate analysis. (StataCorp LP 2011). It has four windows Command window in which the command is entered using syntax order , the result window shows the end result or analysis, review window is just for the user to review previous information or data and variable window contains the variables present in the qualitative data (StataCorp LP 2011). There is a great variety of graphical styles to choose from and the data can also be combined or reversed according to the need of the research. The software is compatible with Windows, Mac and UNIX systems which are commonly used. Documentation is also available in this software whereby literature can be quoted and calculations can be carried out (StataCorp LP 2011). Conclusion Digital marketing has excelled as much as technology nowadays and it is the upcoming system that everyone is adopting. With the increase in population and awareness the digital world is ought to expand and come with all the new advanced software’s and broadband applications online (Sheldrake 2011). Mobile phones are exceedingly being used for marketing purposes too because this is the fastest ways marketers can reach consumers and provide them products and services that they are looking for. RFID tags are also becoming common rapidly (Sheldrake 2011). This is a new technology introduced by marketers whereby the tags can detect what the customers are buying and record it. Late the data is used to understand customer preferences and tastes (Sheldrake 2011). The predictions and guess work that is available on Google whenever consumers log in and start typing information in the search bar is a perfect example of designing products according to the requirements of the customers. All of this is possible due to the upcoming trend of digital information imbedded in marketing research. Software’s like MINTEL and products of OFCOM help in creating an environment for the marketers to create the right products for consumers and also carry out effective research smoothly. Social analytics, website analytics, CRM analytics, retail analytics, analytics, marketers, students and special advertising agencies everyone is making use of these services provided by digital broadband on the internet and is assisting in creating a better environment for everyone (Sheldrake 2011). References FHI 360, 2011. Qualitative Research. Network, p.2. Hopkins, G.W., 2000. Quantitative Research Design. SPORTSCIENCE, Jan. Lu, D. and Pan, Y., 2010. Archaeological research aiding technologies. In Lu, D. and Pan, Y. Digital preservation for heritages. Heidelberg: Zhejhaing University Press. p.87. Mack, N. and Woodsong, C., 2005. Qualitative research methods: a data collector's field guide. FLI. Merriam, S.B., 2009. The design of qualitative research. In Merriam, S.B. Qualitative research: a guide to design and implementation. san fransisco: John Wiley and sons. p.1. Mintel Group Ltd, 2011. Mintel Oxygen. [Online] Available at: [Accessed 16 Aug 2011]. Sheldrake, P., 2011. How data is transforming digital marketing. [Online] Available at: [Accessed 16 Aug 2011]. StataCorp LP, 2011. Stata. [Online] Available at: [Accessed 16 Aug 2011]. Stockdale, A., 2002. Tools for Digital Audio Recording in Qualitative Research. Social research update. Wright, C., 1902. Statistics. Popular Science , 15 March. p.102. Read More