Quantitative vs. qualitative research

On one hand is quantitative research which can be considered conclusive in its purpose due to the fact that it tries to quantify a problem and understand its prevalence by searching for results that can possibly be projectable to a larger population. Quantitative research is best described by the terms “empiricism” and “positivism” (Leach, 1990; Duffy, 1985). Its scientific method is mostly inspired by physical sciences (Cormack, 1991). The existence of the word “quantity” in the original term also points out the importance attributed to countable data thus to hard numbers that can be turned into statistics. The purpose of quantitative re-search is to test hypotheses. It further aims to measure possible relations between cause and effect (Burns & Grove, 1987) and make predictions through the study of large groups that in most cases are randomly selected. In this type of research, objectivity is critical. Investigators maintain a rather distant approach in order to remotely understand the facts (Duffy, 1986). Researchers and their biases are not known to participants in the study and participant characteristics are deliberately hidden from the researcher such as in double blind studies. The strength of this approach is that objectivity is ensured outcome wise since the findings are merely a reflection of the assumptions which a researcher brings into an investigation. Quantitative research and experiments typically yield data. This is gathered in numerical form that can be classified and measured. Information is collected through various types of surveys, audits, questionnaires, controlled experiments, or even observations. This type of raw data sets the basis for statistical graphs and tables. Precise measurement is needed through the use of structured and validated data collection instruments. The scientific method that is preferred is strictly of confirmatory or top-down orientation. The researcher tests the original specific hypothesis and a theory through a narrow-angle lens. The most common research objectives are to identify, describe, explain trends, and predict future performance.

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