Differences between Quantitative and Qualitative Research Methods Data - Literature review Example

What are the differences between quantitative and qualitative research methods data? Contents Contents 2 Introduction 3 Discussion 4 Describe the limitations of qualitative and quantitative research methods 4 Comparison and contrast of qualitative and quantitative research methods in business and management research 9 Discuss using appropriate examples or case studies of your choice.  14 References 19 Introduction The research methods are the structures or the methodology that is adopted by a researcher to carry forward the research process. Broadly the research methods are categorised into qualitative and quantitative research methods. The purpose of qualitative research is to interpret and understand the social interactions. On the contrary the purpose of the quantitative research is to test the hypothesis and make predictions by looking at the cause and effect. There exist a lot of significant differences between the two research methods. The quantitative research methods involve a large number of respondents in the research process. The measurement in this method should be quantitative, objective and statistically valid. This method comprises of only data, and further evaluation is carried on the data collected. The quantitative method even comprises of various sampling techniques that is designed by the statisticians in order to formulate the sample size. The formulas incorporated helps to determine the sample size that would be needed from the total population so as to derive the results that are more accurate. Many researchers opt for this method with 95% confidence interval which states that if the research survey is conducted 100 times than the result would be the same for 95 times. 5% error is considered in the research process through quantitative technique. In the quantitative research method the participants in the study are not aware of the biases of the researcher in the study. The quantitative methods are focused on more generalized findings that can be applied to any other population. In this approach the study is conducted on specific variables. The method seeks for explanatory laws and is considered to be very objective kind of study. In the quantitative method the facts gathered are more of value free and are unbiased. The other type of research method that is used by the researcher is qualitative research method. This method is very much different from that of quantitative method and is focused on collecting data and then analysing and interpreting that data which mainly through observing the people, what they do and say. This method refers to definitions, concepts, metaphors, characteristics, description of things and symbols. Qualitative method is not objective like the quantitative technique but is more of subjective research method. The method uses various ways of collecting data through individuals, focus groups and in depth interviews. The nature of this type of research method is more of open ended and exploratory. In this type of method often small number of focus groups is conducted or even small number of people is interviewed. Through this research method the participants are asked general questions and the researcher or the interviewer tries to explore the responses of the participants and even try to define and identify the perceptions and responses of the participants so as to derive at a conclusion as to what is the degree of agreement of the respondents to the research topic. The two methods have their individual significance and it depends completely on the researcher as to which one of the two he/she considers to be ideal for their research study. Discussion Describe the limitations of qualitative and quantitative research methods Quantitative research method has its limitations. The method requires large samples to perform the research study and there might be logistical difficulties in order to collect large samples which may sabotage the study even before the research process is started. The requirement of this method for large samples makes it more costly as the large samples are often very costly. The quantitative research method comprises off very rigid structure and very short interviews which eventually makes it a less flexible market research method. If the method is handled improperly than it may cause a serious statistical error that would impact the whole research process and would make the outcome of the research faulty (Oulte, 2011, pp. 105-106). In a quantitative research study the misuse of the weighting and sampling can cause serious effect on the validity, accuracy and the project ability. There are two kinds of validity of the quantitative research such as internal validity and external validity. The internal validity comprises of history, maturation, selection, regression, mortality, diffusion of treatment, compensatory rivalry, resentful demoralization, instrumentation and testing. The history factor relates to the time outside and its influences on the experimental treatment (Palys, 1997, pp. 56-57). The maturation factor is the changing behaviour patterns of the person. The regression factor relates the scores over time that regress towards the mean. The selection factor relates that people have specific characteristics that can predispose them to have some different outcomes. The mortality factor comprises of the people who leave the research study that cause an impact on the study as the outcomes of the study is left unknown. The diffusion of treatment that scores are often impacted due to the communication between the different group’s members. The resentful demoralization factor states that is the treatment is given only to the experimental group than there would be unequal benefits. The compensatory rivalry factor states that the valuing only the experimental groups would ultimately make the control group participants feel that they are being devalued (Miles and Huberman, 1994, pp. 115-116). The testing factor states that the participants remember the responses as they become familiar with the measures for the outcome and apply these responses to any further testing. The instrumentation factor states that often the instruments for the research process change between the research procedures that ultimately impacts the scores of the outcome of the research study. On the other hand the external validity of the quantitative research method comprises of interaction of setting and treatment, selection and treatment, and that of history and treatment. The interaction between the selection and the treatment states that the researcher cannot generalize to an individual who do not possess the participant’s characteristics. The interaction of the setting and the treatment states that the researcher cannot in some other setting generalize anything to the individual (Teddlie, 2009, pp. 72-73). The interaction between the history and the treatment states that the researcher cannot generalize any of their findings to future or any past scenarios. Often the statistical measures could result into major errors in the data evaluation process if it is not conducted properly the researcher. There various kinds of quantitative techniques and each of them have their own limitations. The first is the correlation study in which the two specific variables are measured and quantified, and then a relationship is drawn between them so as to analyse the effect of one on the other (Walford, 1991, pp. 141-145). The limitation of this approach is that of external validity such as interaction of setting and treatment, selection and treatment, and that of history and treatment. The ex-post facto quantitative approach aims at determining significant variables after the completion of the research process. In this approach the sample population similar to the general population is used. The limitation of the approach is that it focuses more on the issues related to the internal validity. The longitudinal study comprises of research on the developmental changes that takes place over a period of time (Pratt and Loizos, 1992, pp. 93-95). The study focuses on the development and growth. The limitation of this approach is that of interaction of the history and treatment, and all of the factors that are encompassed in the internal validity issues. The survey approach which is a standardized method of collecting information from the representatives who are interviewed and is a part of the populations sample have some major limitations (Denscombe,1998, pp. 55-56). Though survey forms the most common way of quantitative approach but yet this integrity of this method is still in question. Researchers may use that survey that has not been proven in terms of reliability and validity and this may eventually lead to corrupting the entire research culture. The limitations in terms of internal validity are that of instrumentation and selection, and in terms of external validity are those of history and treatment, and setting and treatment. Thus the major limitations are that often information for domestic violence is not possible to obtain from the structured data collection instrument (Creswell, 2009, pp. 92-93). The information obtained from that of questionnaire may be incomplete or inaccurate. The administration creates an unnatural situation in the form of structured questionnaires that may often lead to respondents to feel alienated. The quantitative research methods are expensive as well as time consuming and even there exist less of flexibility as the research instruments cannot be modified once the research procedure is started. The errors in hypothesis testing and that of inappropriate selection of the statistical tool may result into erroneous findings and even impact the quality of the research program. The qualitative research method the data collection and then analysis of the gathered information is very time consuming and hence proves to be expensive. The qualitative research method requites considerable experience and training. The data collection and analysis through qualitative research method requires various kinds of techniques and assumptions and hence requires appropriate selection of quantitative method since the selection of the technique is very important. This method involves small numbers of participants which would in turn result into taking the research process not so seriously to be considered by any other practitioners and other academic researchers. The qualitative research technique is often stated that it cannot be used to provide a foundation for generalizing cases (Woods, 1999, pp. 67-69). The qualitative technique may lead to either of the m or both going macro blind, such as the researcher may provide explanations for only the situation that is considered under observation ad may become ignorant to the powerful forces that exist outside in the environment that might affect the situation. This method can be related to low yield and high risk. As the results that is obtained through observations, interviews, focus groups may not provide the valid facts on which the outcome of the research be generated. It is very time consuming in the sense that it requires time to negotiate access and that select the sample, and the toughest part being of convincing and building a rapport with the selected participants so that they form a part of the research method. Then it even requires proper analysing of what is going in the minds of the people (Merriam, 1998, pp. 45-47). The qualitative research method often have the limitations in the form of beings subjective, idiosyncratic, biased, lacking in precision and impressionistic. The biasness comes in the form of researcher using jargons, loaded terminology, variable transcript, metaphors, and selected use of examples, and quotations that would influence in persuading the audience or the readers to think in the way of the argument line of the researcher. The qualitative research method that may be used in any form is very demanding. It presents a mass of intricate and complicated data. It eventually results into adding more responsibilities on one’s shoulders and even wastage of the valuable time. In the observation method of the qualitative research techniques there might be a conflict between one’s role as a researcher and that of the other’s role as a participant (Maykut and Morehouse, 1994, pp. 131-132). There is a possibility that the measurement techniques may make the qualitative data be misinterpreted and hence affecting the research process in terms of reliability. Often the qualitative analysis is based on the interaction and it is at times not possible to record all of the interactions this may eventually lead to missing of some valuable opinion or arguments. Often the method ignores the spatial and temporal context in which the data is being gathered for the research process (Creswell, 1998, pp. 121-124). The method encompasses of pre-specific categories of what is to be determined and hence facilitates only partial collection of the information to be fitted into the categories determined previously. The qualitative data analysis often ignores the development, flux, change and process. The data collected often is not very genuine and hence the analysis carried on the collected data may not give appropriated results that would be regarded as strong findings by other researchers. The biasness of the researcher poses a major limitation on the qualitative analysis and is a much unstructured way off performing a research procedure which cannot be generalized over the mass (Mason, 2002, pp. 36-37). The method is not based on any statistical tool and hence the views of the researcher have a direct impact on the determination of the research outcome. Comparison and contrast of qualitative and quantitative research methods in business and management research The use of qualitative research methods and quantitative research methods depend on the type and objective of a research process. Different researcher works in business and management research are known to employ qualitative research processes or quantitative research processes or a combination of both types of research methods in different phases of the research. The scope of a research and the attainment of the research objectives are much dependent on the type of methodology used in the research work. There are major differences between the structure, objective as well as the implementation and analysis techniques of quantitative and qualitative research methods. The qualitative methods are generally used in exploratory researches in which an in depth analysis of the behavioural perspectives of the sample population are considered for the research (Newman, 1998, p.134). Qualitative research methods are the preferred research methods in the studies done in the domains of social sciences and behavioural research whereas the quantitative research methods are majorly used in the market research. A combination of both the approaches is used in the academic and business and management related research studies (Smith, Thorpe and Lowe, 2012, p.21). Qualitative research mainly deals with the behavioural aspects of a human being whereas the quantitative research is more based on numerical and statistical data collected through primary or secondary data collection techniques. Qualitative research is used when the research process starts with a definition of the research problem and the development of a suitable approach for solving the research problem. The qualitative research methods are often useful when the researchers do not have the exact idea about what can be expected in the process of the research. This is because the qualitative research method is more defined by the characteristics of the respondents, their behaviour, their attitude towards the problem and the observatory skills ad perception of the researcher himself (Ghauri and Gronhaug, 2002, p.114). The qualitative research process is used when an in depth study is required for the research and when the research process involves a more exploratory approach. The major data collection methods used for qualitative research methods are uninterrupted observation, in depth interviews, structured and semi structured interviews, one on one interviews, focus groups, dyads, triads, ethnographic participation , bulletin board etc. The quantitative research processes on the other hand are more conclusive in nature and are aimed at quantifying the research objective based on statistical and numerical data. The research problem is set in the quantitative research method through the analysis of the projectable results derived for a large sample population. The data for quantitative research h methods are mainly measurable data and statistical data gathered from different kinds of surveys, purchase transactions, online click streams, audits and from academic journals and books which show the statistical and figurative trends (Flick, 2009, p.214). The sample used for qualitative research processes are smaller focused samples while the samples used in quantitative research process encompass a larger segment of the population. The qualitative research methods are aimed at answering specific questions for the research related to the why and when factors impacting the research problem. The quantitative research process is aimed at assuming a hypothesis and establishing the research problem with respect to the hypotheses. The quantitative research processes involves the analysis and interpretations of the quantifiable and numerical data whereas the qualitative research method involves the explanations of the relevant analysis done from the numerical data as well as the explanation and interpretation of the general non quantifiable data collected for the research. The researcher plays a more critical role in the qualitative research processes in which the general observatory skills, knowledge, perception and interpretation of the researcher is significant in deciding the direction for the research design (Collis and Hussey, 2013, p.180). A researcher with less observatory skills and with a neutral approach is considered unsatisfactory for conducting a research based on qualitative methods. On the other hand, the part of the researcher in the quantitative research method is lesser significant because the quantitative research is based on facts and figures. Qualitative research is more based on theoretical frameworks and assumptions and driven by interpretations and a naturalistic approach. The qualitative research techniques encompass the collection, analysis and interpretation of the non-quantifiable data by the observations and interpretation of the responses of the sample population. On the other hand, the quantitative research methods involve the measure and quantifiably of things. While qualitative research is based on characteristics, symbols, metaphors, definitions, concepts and meanings, quantitative research is based on prevalent numerical and measurable data. Thus qualitative research is more descriptive, exploratory and subjective in nature whereas quantitative research is objective, measurable and hypotheses related. The nature of qualitative research is open ended and often use an in depth analysis of a focused group of sample. A wide range of methods are used in qualitative research for collecting data from individual and groups of respondents (Mcrouger, 2010, p.640). In depth interviews, open ended questionnaires and focus groups are commonly used in qualitative research processes. In focus grownups, the sample participants respond to preliminary questions. The researcher or the group interviewer explores these responses to continue with new questions and observations arising from the basic responses of the respondents. This is aimed at making a deeper analysis of the opinions, attitudes, feelings and perception of the respondents about the research topic. These responses are then combined with the perceptions and observations of the interviewer to make an analysis of the behavioural data collected for the research (Blaikie, 2000, p.178). The quality of the collected data in the qualitative research is dependent on the individual perceptions, skills and knowledge of the interviewer or the researcher. The qualitative research process requires more time than the quantitative research because the interviewer has to analyse the behaviour of the individual respondents and often has to spend long durations of time to interview the respondents and probe them with respect to their views on the research topic and objectives. This research method is an effective technique of getting information from the responses and views of different respondents. Quantitative research is aimed at seeking explanatory rules and laws and at exploring an established perspective or a dynamic reality. The quantitative research process involves finding and evaluating the different facets of an established concept or hypothesis related to a specific topic (Balnaves and Caputi, 2001, p.244). The qualitative research methods are wider in concept and evaluate a number of perspectives while the quantitative research methods are much narrow in scope and focus on a specific objective. While qualitative research method involves interplays between findings and theory, the quantitative methods are focused on established theories and data (Miles and Huberman, 2013, pp.90-99). Qualitative research methods are focused on quality, meanings and interpretations while the focus of quantitative research methods are on number and countable factors. A wider range of population is used in quantitative research because it helps to improve the statistical validity of the collected data. On the other hand, a smaller number of respondents are considered to be suitable for qualitative research because of the high need of deep understanding and analysis of the responses of individual respondents. Since the opinion of the researcher can influence the research process, the qualitative research may be prone to biasedness and personal judgment reflected in the interpretations. But in quantitative research, the interpretation cannot be influenced by biasedness because of the numerical and established nature of the data (Bryman and Bell, 2011, p.44). Qualitative research studies are focused on differences in quality, rather than differences in quantity. In general, the use of quantitative method or qualitative method or a mixed method is solely dependent on the type and area of the research work. Qualitative research is useful for generating information rich data and validated data which help the researchers to have an exploratory view of the topic. The quantitate research, on the other hand, is more effective when a cause and effect relationship is required to be established in the research method. The choice of quantitative versus qualitative method is also dependent on the type of information required to be collected, the range of respondents available for the research, the availability of resources like human resources, time and money and the context of the research work. A pluralistic research approach is used more commonly as it combines the characteristic features of both qualitative and quantitative research techniques (Saunders, Lewis and Thornhill, 2012, p.54). It should be identified that qualitative research methods and quantitative research methods are not substitutable research processes but they are complementary to each other, the use of both the research methods help a researcher to analyse a topic from the contextual as well as on the measurable basis. The uses of both types of research methods help to enhance the validity and reliability of the research as different factors impacting the research topic are evaluated from all possible perspectives. The combination of both the research methods also helps in creating new dimensions in the research work and creates fresh perspectives and findings (Coviello, 2005, pp.39-40). However, the integration of qualitative and quantitative research methods are faced with constraints like costs incurred, philosophical differences, availability of data sources and inadequate training. Discuss using appropriate examples or case studies of your choice.  The quantitative and qualitative research method is carried on by many organizations in the real world context. One of the examples is that of Nestle S.A. Nestle is considered to be one of the largest Food and Beverage Company in terms of revenue growth in the world. It is a multinational company which has got its headquarters in Switzerland. The company has got a wide range of products and adopts the most innovative practices in terms of product designs and products manufacturing. The competitive advantage that the firm have is in terms of effective research and development department. They are responsible for performing various kinds of researches in the form of quantitative and qualitative techniques. The company seeks towards performing strong market research so that they are at par with the changing demands of the consumer market and be aware of the strategies that are adopted by their competitors. The tools that the company incorporate of their research process are surveys and focus group studies. The main objective behind the selection of the research process is that the outcome of the entire process would be such that the management of the company can consider it as the basis of their further strategy formulation (Yin, 1994, pp. 76-77). The survey method through questionnaire design is a very effective tool that is adopted by many enterprises so as to determine what the consumer’s opinions about their product line are and even helps to analyse the future demand of the customers towards the brand. Nestle similarly have adopted the same process in which they try and analyse where are the lacking areas existing in their operations that needs further improvements. The research methods are the most vital element that contributes towards the development and growth of any organization or an enterprise. The company conducts the questionnaire survey on the sample from the population and has recently undertaken a survey just to analyse the fact that whether their food products are causing health problems. The company has been implemented changes on the dissatisfaction level of its customers by re-positioning its products and highlighting their tag line that states that Nestle stands for ‘good food, good life’. The company have even undertaken qualitative research tools such as that of focus group study which is internal to the organization. This study mainly comprises of the top management who put forward the various issues related to their product lines and that of their business operations and what could be the possible solutions for it, the results of the study is tracked and analysed by the research team of the company who then produce a more concrete result or a report on the basis of which the company plans for further business strategy (Silverman, 2000, pp. 101-102). Often it is very hard to decide on which kind of research techniques should be adopted so it is very important that the company takes proper measures before adoption of the research methods as it is on its basis the company can plan on strategies for further improvement. A wrong selection of the research tool or even wrong analysis of gathered information would cause serious impact on the decision making of the company. An example of a quantitative research method used in a research may be the research conducted by the Department of Health and Ageing in Australia to evaluate the factors affecting the employment of youths who are in transition age and who are visually impaired. The Department identified the need of conducting a research to create comprehensive public health awareness in the country through the proper identification of the major segments of the population in Australian which was affected by the unemployment of the youths in the country (Capella-McDonnall and Crudden, 2009, pp.329-341). The research objective was to generate a snapshot of the existing environment and clarifying and quantifying the understanding of the population in these areas. The research objectives and the context of the research made it necessary to use quantitative research methods. Suitable statistical and quantifiable data were collected for the selected segments of the population. A closed ended questionnaire was developed and used for online surveys. The collected data from the online surveys were analysed with mathematical functions to understand the trends and existing intensity of visual impairment among the youths and the opportunities available to them for getting suitable employment. . The qualitative research methods used involved the collection of general data about the awareness and idea of the target audience related to the research topic. The research process mainly followed the quantitative research methods and as such suitable hypotheses were set to evaluate the objectives and research questions with respect to the hypotheses (Byrne, 2001, p.12). The hypotheses selected for the research included the academic competence required for employment, the degree of work experience required for employment, the self-determination skills and self-esteem levels associated with the employment levels of the transition age youths of the country. Major variables, both dependent and independent in nature were identified for conducting the research. Some internal variables like volunteer experience, job shadowing, community membership etc. were also considered for the internal validation of the research process (Bond and Fox, 2001, p.15). Both univariate analysis and multivariate analysis were done to analyse the statistical and measurable data collected in the research. A correlation design was followed to analyse and evaluate the importance of different variables affecting the employment level in the country for the youth section. This research work was completely based on different data related to job opportunities, job availability, population, rate of growth of population, number of youths in the population and the number of visually impaired youths etc. Therefore a quantitate research method was identified as the selected research technique to be used in this research by setting up certain hypotheses and using them to establish the research objectives. Conclusion Various types of research works have gained prominence in business and management as well as in other areas like social sciences and the works of the governments of different countries. The research processes are carried out by various organizations and bodies to collect, analyse and interpret relevant data for establishing the research objectives and answering the research questions related to the topic. The validity and reliability of a research report is decided by the use of suitable research methods from the early stages of the research. The two main techniques used in research work are quantitative research methods and qualitative research methods. The pluralistic or mixed research method is a combination of both the research processes and is gaining more importance in the research works done in the current world. The objectives and application of quantitative and qualitative research methods are different but they are more complementary to each other than substitutable. Both the research methods have their own advantages as well as drawbacks. The limitations of qualitative research are that the research work based solely on qualitative techniques may represent the personal view of the researcher. Other limitations may include the absence of the consideration of objective factors and numerical data in the research that help to improve the validity of the research. The quantifiable factors are not considered in the qualitative research and the past, present and future trends related to a topic are not suitably evaluated by studying the behavioural aspects of the respondents. The use of a smaller group of sample also limits the consideration of greater number of people for the research. The quantitative research process also has some limitations as well as advantages. The main constraints involved in the quantitative research methods are that they do not consider the behavioural aspects which are critical in the evolving world where the role of the people factor is much more dominant than figures and facts. The quantitative research methods are objective and hence do not consider the general and non-measurable aspects relevant to the study. In many research works, it is difficult to establish suitable conclusions from the mere interpretation of the behaviours or the sole interpretation of the facts and figures. 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