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Running head: QUALITATIVE VERSUS QUANTATIVE 1
Differences between qualitative and quantative research
Lorraine Perez
West Virginia University
Integrated Marketing Communications
Audience Insight - IMC 612
Professor Bennett
QUALITATIVE VERSUS QUANTATIVE 2
Differences between Qualitative and Quantative Research
You may have heard the world is made up of atoms and molecules, but it's really made
up of stories. When you sit with an individual that's been here, you can give quantitative data a
qualitative overlay. ~William Turner
In the above quote, Turner relates the stories of atoms and molecules to that of
quantitative data and qualitative overlay. The need to choose between quantitative data and
qualitative data is as common, although not as controversial, as deciding between democrat and
republican or evolution and creationism. However, before anyone can make an educated decision
as to which side is the most logical between the two it is vital to ensure that both sides are clearly
explained. In the following essay the author will attempt to define both quantative and qualitative
data as well as provide contrasts and similarities to the two. In addition, a discussion of how each
of these can be useful and benefit both the industrial and academic arenas will take place. It is
also important to discuss which methodology, in the author’s opinion, is the best option.
Quantative data, simply stated, is information or data that can be gathered numerically. It
is more accurately defined, according to Babbie (2007) as “quantitative analysis, or the
techniques by which researchers convert data to a numerical form and subject it to statistical
analysis” (p.405). Babbie continues to tell us that researchers convert data such as social sciences
into “machine-readable forms. It is then statistical data analysis software such as SPSS or
“Statistical Packages for the Social Sciences” which converts it to useable data (Gates &
McDaniel, 2006). The data that must be converted ranges from simple numerical information
such as age, income, number of people in the household, number of children in the household to
data such as favorite color and personal goals. It is the information that is not so easily converted
that must then be coded or translated to a simple attribute usually described as a variable. Coding
QUALITATIVE VERSUS QUANTATIVE 3
itself poses a challenge as the coding process can be long, tedious and frustrating. If inaccurately
categorized the data has the inclination of becoming skewed and useless. It is for these reasons
researchers developed a codebook designed to combat the uncertainty of categorization. Once
this process is completed the task of quantitative analysis can begin. There are several methods
used to statistically analyze the data including but not limited to: univariate analysis, bivariate
analysis, and multivariate analysis. As the names suggest, univariate analysis refers to” the
analysis of a single variable”, bivariate refers to an analysis that “focuses on relationships
between variables rather than on comparison groups”, and multivariate analysis refers to the
“simultaneous relationships among several variables” (Babbie, 2007, pg. 427).
What could be considered the polar opposite of quantative analysis is qualitative analysis
or qualitative research. According to Gates & McDaniel,
Qualitative research is a term used loosely to refer to research whose findings are not
subject to quantification or quantitative analysis…While quantitative research might be
used to find statistically significant differences between heavy and light users, qualitative
research could be used to examine the attitudes, feelings, and motivations of the heavy
user. (2006, p. 78)
One would think that a major flaw in qualitative research method would be the inability to utilize
software to categorize the information; however, this is not the case. In fact, there is software
designed to assist researchers gather all the data necessary. One such software is NUD*IST or
Non-numeric Unstructured Data, Index Searching, and Theorizing (Babbie, 2007). Qualitative
research goes beyond the numerical aspect of information retrieval and uses information that can
be recovered through observation and interaction. Focus groups, one-on-one in person
interviews, mail interviews, and phone surveys are but just a few examples of how information is
QUALITATIVE VERSUS QUANTATIVE 4
gathered utilizing the qualitative research method. There are many challenges to this method
including bias, skewed interpretation, fear of privacy violations and fear of repercussions.
As anyone can see, utilizing either one of the aforementioned methods has its advantages;
however, there is still much debate as to which method is the best method. For instance, while
Donald Campbell claims “all research ultimately has a qualitative grounding” Fred Kerlinger
stands with the notion that “there’s no such thing as qualitative data. Everything is either 1 or 0”
(Neill, 2007). So, who is correct? Prior to answering this question it is best to do a comparison of
each method. Quantitative research analysis is directed toward classifications, numerical
analysis and statistical models in order to explain what is and to predict what could be while
Qualitative research analysis takes a step back and attempts to get a complete detailed picture of
the situation. Since the results are usually numeric the quantative researcher has the advantage of
knowing in advance not only the design of the study but also what he/she is looking for in the
end while both design and purpose for the qualitative researcher are vague and do not come to a
close until later in the project. Due to the numerical and statistical focus of the quantative method
the objective allows for tools such as questionnaires, surveys, etc... in order to develop an
efficient and targeted analysis of concepts and test hypothesis. Qualitative analysis, on the other
hand, is much more time consuming as the only tool utilized is the researcher himself/herself to
gather information in the form of words (in-depth interviews, focus groups), pictures (participant
observations) or objects (artifacts). Yet, because this method is highly contextual it allows details
that could not be gathered numerically (Neill, 2007).
So the question remains….which method is the best method? According to Colorado State
University,
QUALITATIVE VERSUS QUANTATIVE 5
Although there are clear differences between qualitative and quantitative approaches,
some researchers maintain that the choice between using qualitative or quantitative
approaches actually has less to do with methodologies than it does with positioning
oneself within a particular discipline or research tradition. (2011, p. 1)
However, this author maintains that both methods can prove to be equally beneficial and can be
used simultaneously. For instance, most research universities fund the professors’ research
projects in order to develop a distinguished faculty and gain respect from the academia body.
Research projects may range from common subject matter to innovative teaching designs. What
is interesting is research reaches far past the actual academics and can be found in areas such as
grant development and admissions/retention departments. An instance where both quantitative
and qualitative methodology can be utilized simultaneously is where the student services
department is considering whether or not to implement a mentorship program. The department
can gather all the numerical and statistical data regarding the program to include participation
rate, age and degree specifics and then conduct focus groups to determine how the program may
affect the overall feeling of acceptance and social interaction of the students. In the automotive
industry numerical statistics are great indicators of the increases and declines in model demands
but may not indicate the reasoning for each occurrence. Only through direct interviews processes
can this be achieved. It only proves that when necessary a primarily inductive (qualitative)
process will only compliment a primarily deductive (quantitative) process (Oak Ridge Institute
for Science and Education, 2011).
Deciding between qualitative and quantitative analysis method in research is nothing
more than another area of which it is a matter of perspective and purpose. What will benefit one
may not benefit the other. However, when the opportunity arises where both methodologies can
QUALITATIVE VERSUS QUANTATIVE 6
be utilized offering a much more complete and comprehensive approach then that is where the
company, regardless of industry, will benefit the most.
QUALITATIVE VERSUS QUANTATIVE 7
References
Babbie, E. (2007). The Practice of Social Research (11th ed.). Belmont, CA: Thomson Learning,
Inc.
Colorado State University (2011, July 6). The Qualitative versus Quantitative Debate. Retrieved
September 3, 2011, from http://writing.colostate.edu/guides/research/gentrans/pop2f.cfm
Gates, R., & McDaniel, C. (2006). Marketing Research Essentials (fifth ed.). Hoboken, N.J.:
Wiley & Sons, Inc.
Neill, J. (2007, February 28). Qualitative versus Quantitative research: Key Points in a Classic
Debate. Retrieved September 3, 2011, from
http://wilderdom.com/research/qualitativeversusquantitativeresearch.html
Oak Ridge Institute For Science And Education (2011, July 6). Differences between Qualitative
and Quantitative Research Methods. Retrieved September 3, 2011, from
http://www.orau.gove/cdcynergy/demo/content/activeinformation/tools/toolscontent/
soc_qual_quant_chart.htm
QUALITATIVE VERSUS QUANTATIVE 8