Quantitative and Qualitative Research

Quantitative Research

Quantitative research is used to measure how many people feel, think or act in a particular way. These surveys tend to include large samples - anything from 50 to any number of interviews. Structured questionnaires are usually used incorporating mainly closed questions - questions with set responses. There are various vehicles used for collecting quantitative information but the most common are on-street or telephone interviews.

.

Qualitative Research

Qualitative research, is much more subjective than quantitative research and uses very different methods of collecting information, mainly individual, in-depth interviews and focus groups. The nature of this type of research is exploratory and open-ended. Small numbers of people are interviewed in-depth and/or a relatively small number of focus groups are conducted.

Participants are asked to respond to general questions, and the interviewer or group moderator probes and explores their responses to identify and define peoples' perceptions, opinions and feelings about the topic or idea being discussed and to determine the degree of agreement that exists in the group. The quality of the findings from qualitative research is directly dependent upon the skill, experience and sensitivity of the interviewer or group moderator.

This type of research is often less costly than surveys and is extremely effective in acquiring information about peoples' communications needs and their responses to and views about specific communications. It is often the method of choice in instances where quantitative measurement is not required.

What implications does this have for knowledge gained in the human sciences ?

quantitative research is focused more on data that can be gathered through large scale inventorying of information. Surveys of specific types of individuals can create this data without the same time investment that qualitative research requires. The screening of candidates is usually faster process as well, because disqualifying questions can ensure the integrity of the study.

Qualitative research can offer more varying techniques for data development. Questions, interviews, group participation, and even task oriented observations are just a few examples of the optional methods frequently used in studies.

qualitative research, is the interview of a focus group. This style of research provides attention to variances such as behavioral and experiance factors, as well as the attitudes of the subjects.

This can require a longer period of time to develop the research subjects, as well as to develop the data. Contact with individuals is much more extensive in order to develop the most accurate profile possible to ensure that the research is accurate.