Research

Methodology

Qualitative
Quantitative
A comparison
Triangulation

Introduction
There

is no perfect methodology (Hardy,

1985)
The existing methodologies tend to
produce different results and perform
different actions (Mintzberg, 1973)
Qualitative and quantitative : 2 schools
of thought which are widely followed in
social science research.

Qualitative Methodology
Often

called descriptive researchconcerned with describing rather than

explaining the relationships between
variables.
Understanding on how things happen
and how there are related, rather than
measuring the relationships between
variables (Gordon and Langmaid, 1988)

Characteristics
The

objectives of qualitative data is to

provide depth and details of action,
events and perspectives through the
eyes of the actors or those being
investigated. (Bryman, 1988)

Elements in Qualitative
Research Approach
Element

Details

Purpose

A better understanding of complex situations.

Often exploratory in nature. May use
observations to build theory from natural
settings.

Process

More holistic and emergent. Specific focus,

design, measurement instruments (e.g.
interviews) and interpretations possibly
changing along the way.

Data Collection

Tend to select a few participants who know

best about the phenomenon under
investigation. Collect verbal data (interview,
comments, documents, field notes) and nonverbal (drawings, photographs and video)

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Element

Details

Data Analysis

Use inductive reasoning to make specific

observations, draw inferences about larger
and more general phenomena. Nature of
data is more subjective in which there
scrutinize the body of data in search of
patterns subjectivity- that the data reflect.

Reporting
findings

Construct interpretive narratives from the

data and try to capture the complexity of the
phenomena under study. Use a more
personal, literary style and include
participants own language and
perspectives. Researchers must have
sufficient skills to write clearly.

Strengths and
Weaknesses
Strengths

Weaknesses

Identifying/clarifying
specific responses

Slower

Greater accuracy

More expensive

Provide facts

More complicated

Results more detailed

Low response rates

Deep understanding

Intuitive

Greater scope of prediction unmanageable

Margin of error can be
calculated

Closed questions tend to

force answers into limited
categories.

Quantitative Methodology
Involves

developing more systematic and

sophisticated and sophisticated
procedures to test , prove and verify
hypothesis. (Glaser and Strauss, 1978)
It relies on the use of predetermined
response categories by means of
standardised data collection instruments
so as to enable statistical techniques to be
used to assist in interpretation of the data.

Elements in Quantitative
Research Approach
Element

Details

Purpose

Study a crucial phenomenon and

these findings can be generalized to
other persons and/or places.
Validate or confirm the relationship
between variables and these findings
can be used to make a generalization
that contributes to the body of
knowledge.

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Element

Details

Process

Research represents particular

mainstreams that are ideas or
phenomena in the related literature.
Research is conducted through structured
guidelines where a study begins with
determining the research problem,
objectives, conceptual framework,
research questions and/or hypothesis.
Then, establishing research methodology ,
selecting data collection techniques,
discussion about the results of data
analysis and finally drawing a conclusion.

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Elements

Details

Data Collection

Identify variables and collect data

that are related to those variables.
Develop and standardize methods of
collecting data (e.g survey
questionnaire). Conduct validity and
reliability analysis for variables. Data
collected from a right sample.

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Element

Details

Data Analysis

Research derived from a deductive

approach.
Conclusions are drawn from research
hypothesis.
Statistical procedures are used to
analyzed data.
Objective criteria and interpretations
are used to evaluate the results of
statistical analysis.

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Element

Details

Reporting
findings

Data should be presented via graphic

techniques, means, medians,
correlations and other summarizing
statistics.
Interpretations should be done based
on the data (avoid personal views).
Report should use academic language,
passive voice style and impersonal
language.

Strengths and
Weaknesses
Strengths

Weaknesses

Relatively quick

Subjectivity

Cheap

Higher levels of
interpretation skills

Simple

Statistical accuracy can be

reduce

Offers useful overview

Greater chance of bias

through difficult
interpretation of results.

Helpful as prelude to
qualitative

Not in-depth explanation

Differences between
qualitative and quantitative
Qualitative

Quantitative

Begins with general concepts

Begins with framing hypothesis

Looks through wide lens

Looks through narrow lens

Specified set of concepts

Specified set of variables

Imperative induction

Analytical induction

Explanation

Generalization

Building theories and concepts

Making inferences based on

statistical tests

Question follows respondents

reaction

Question follows set format

and is same for each
respondent

Descriptive analysis

Statistical analysis

Report written on proposed

understanding of attitudes and
behavior

Report based on statistical

summaries and correlation

Triangulation
Both

qualitative and quantitative methods have

relative strengths and weaknesses.
As each of the methods has its weaknesses , the
combination of both could offset the weaknesses
of one against the strength of another.
The term triangulation has been borrowed from
the field of navigation and surveying.
Uses a minimum of three reference points to
determine the location of an object. (Denzin,
1989)