Types of Research Methods:
Comparison Between Qualitative and Quantitative Methods
Up to this point, we have talked about how research questions get formed, we talked about conceptualization and operationalization, and we have talked about how people select samples. Now, we are ready to talk about how people collect data.
There are basically two ways that people actually go about making observations - qualitative and quantitative research methods.
I. Comparison Between Qualitative and Quantitative Methods
Qualitative Approach
At the most simple level, a qualitative approach involves making observations of people in their own territory and interacting with them in their own language, on their own terms.
Quantitative Approach
At the most simple level, a quantitative approach involves making observations by measuring people or events in terms of variables of interest.
A Similarities between the two approaches
1. Empiricism or observation serve as the foundation for knowledge claims.
That is, observation of the world is the primary way that knowledge is developed. Both approaches assume or are based on the idea that knowledge should come from careful observation of what is going on around us.
2. Both approaches are reductionistic.
Both approaches presented a simplified version of reality. Neither approach describes the world in all its complexity.
B. Differences between the two approaches.
Now a word about these differences. These are general tendencies, not absolutes.
1. Questions addressed
For the most part, qualitative and quantitative research attempt to answer different kinds of questions.
Typically, qualitative methods attempt to describe a social situation.
For example, qualitative research typically addresses the following types of questions
What is going on?
What actions do people perform and practice?
What do these practices mean to the people involved?
What type of variation is there in the types of behaviors
performed?
On the other hand, quantitative methods are
good for identifying patterns or relationships that exist among
various variables.
2. Words vs. Numbers
Qualitative research attempts to describe people and situations using words. While quantitative methods express numerical relationships among variables.
When doing qualitative research "talk, gestures, and social interaction" are what is collected and analyzed.
When doing quantitative research observations are taken in the form of numerical measurements.
In short, qualitative researchers use words to
describe patterns and relationships and quantitative researchers
rely on numerical representations to describe patterns.
3. Importance of Insider Perspective
In qualitative research, the primary goal is to explain what the situation means from the perspective of the people involved. Primarily, concerned with describing what people involved think is going on.
In quantitative research, the primary goal is
to identify and explain relationships among variables, regardless
of whether or not people are aware of them.
4. Emphasis of Induction or Deduction.
For the most part, qualitative research tends to be inductive in nature. In other words, qualitative research typically starts with questions and observations, which hopefully will result in the identification of larger patterns or theories.
In comparison, a lot of quantitative research
attempts to test hypothesis.
5. Naturalistic vs. Artificial settings.
Qualitative research involves studying people in their natural settings.
Often quantitative research takes place in research labs.
However, qualitative research is not really a natural setting given that the researcher is present and may be have noticeable impact on what is going on.
Moreover, some quantitative research is actually done in naturalistic settings.
6. Tools used to collect observations.
In qualitative research, human beings are the primary tool for collecting observations. The researcher is an active participant.
In quantitative research, procedures are
developed for collecting observations. People are not the primary
tool used to collect data -- rather measurement devices are used.
Overall: Qualitative involves observing people and their actions in natural settings with the goal of trying to describe what goes on and what these actions mean. Concepts are defined and relationships identified from an insiders point of view.
Quantitative research involves trying to
identify how variables are related to each other.
C. Advantage of using two approaches
Dual approach adds richness to our
understanding of a given phenomenon.
D. Disadvantage of using two approaches
Leads to fragmentation within the discipline.
Different terminology, different assumptions
about how to study communication, creating different types of
knowledge has lead to a we vs. them mentality.
E. Criticism often leveled against other approach.
These criticisms are not necessarily true all
of the time, but have been leveled against each approach.
1. Qualitative Approach
a. Idiomatic
Only trying to describe a specific setting or group of people, at a specific point in time. Doesn't tell us much, if anything, about other people, places or settings. Too focused on particular situations.
b. Studying the obvious. Why document insiders view. Can't people do that for themselves?
Counter argument to this claim - Qualitative
Research makes the invisible visible. Makes us aware of what we
do.
2. Quantitative Approach
a. Artificial settings. Not studying what people really do.
Studying how people act in an experiment, but not real behavior.
b. Measuring things that can't be measured.
F. Which approach is the best.
Neither approach is inherently right or wrong. Rather the appropriateness of each approach depends upon the purpose for which it is used.
Use the method that best lets you answer your research question.