Qualitative and Quantitative Research

Qualitative Research
Comparing Qualitative and

Quantitative Methods
Before discussing the differences between

qualitative and quantitative methodologies
one must understand the foundational
similarities.
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Foundational Similarities
 All qualitative data can be measured
and coded using quantitative methods.
 Quantitative research can be generated
from qualitative inquiries.
 Example: One can code an open-ended
interview with numbers that refer to
data specific references, or such
references could become the origin of a
randomized experiment.
Foundational Differences
 The major difference between
qualitative and quantitative research
stems from the researcher’s underlying
strategies.
 Quantitative research is viewed as

confirmatory and deductive in nature.
 Qualitative research is considered to be

exploratory and inductive.
Qualitative Research
 Terminology
 Methods
 Strengths and weaknesses
Terminology
 Grounded theory
 Ethnography
 Phenomenology
 Field research
Grounded Theory
 Grounded theory refers to an inductive
process of generating theory from data.
 This is considered ground-up or bottom-

up processing.
 Grounded theorists argue that theory

generated from observations of the
empirical world may be more valid and
useful than theories generated from
deductive inquiries.
Grounded Theory (con’t)
 Grounded theorists criticize deductive reasoning
since it relies upon a priori assumptions about the
world.
 However, grounded theory incorporates deductive

reasoning when using constant comparisons.
 In doing this, researchers detect patterns in their

observations and then create working hypotheses
that directs the progression of the inquiry.
Ethnography
 Ethnography emphasizes the
observation of details of everyday life as
they naturally unfold in the real world.
This is sometimes called naturalistic
research.
 Ethnography is a method of describing a

culture or society. This is primarily used
in anthropological research.
Phenomenology
 Phenomenology is a school of thought
that emphasizes a focus on people’s
subjective experiences and
interpretations of the world.
 Phenomenological theorists argue that

objectivity is virtually impossible to
ascertain, so to compensate, one must
view all research from the perspective
of the researcher.
Phenomenology (con’t)
 Phenomenologists attempt to
understand those whom they observe
from the subjects’ perspective.
 This outlook is especially pertinent in

social work and research where
empathy and perspective become the
keys to success.
Field Research
 Field research is a general term that

refers to a group of methodologies used
by researchers in making qualitative
inquiries.
 The field researcher goes directly to the

social phenomenon under study and
observes it as completely as possible.
Field Research (con’t)
 The natural environment is the priority

of the field researcher. There are no
implemented controls or experimental
conditions to speak of.
 Such methodologies are especially

useful in observing social phenomena
over time.
Methods
 Participant observation
 Direct observation
 Unstructured or intensive
interviewing
 Case studies
Participant Observation
 The researcher literally becomes
part of the observation.
 Example: One studying the

homeless may decide to walk the
streets of a given area in an
attempt to gain perspective and
possibly subjects for future study.
Direct Observation
 Direct observation is where the researcher
observes the actual behaviors of the subjects,
instead of relying on what the subjects say
about themselves or others say about them.
 Example: The observation booth at the CECP in

Martha Van may be used for direct observation
of behavior where survey or other empirical
methodologies may seem inappropriate.
Unstructured or Intensive
Interviewing
 This method allows the researcher to

ask open-ended questions during an
interview.
 Details are more important here than a

specific interview procedure.
 Here lies the inductive framework

through which theory can be generated.
Case Studies
 A particular case study may be the focus of any
of the previously mentioned field strategies.
 The case study is important in qualitative

research, especially in areas where exceptions
are being studied.
 Example: A patient may have a rare form of

cancer that has a set of symptoms and
potential treatments that have never before
been researched.
Strengths and Weaknesses
 Objectivity
 Reliability
 Validity
 Generalizability
Objectivity
 It is given that objectivity is
impossible in qualitative inquiry.
Instead the researcher locates
his/herself in the research.
 Objectivity is replaced by
subjective interpretation and mass
detail for later analysis.
Reliability
 Since procedure is de-emphasized in
qualitative research, replication and
other tests of reliability become more
difficult.
 However, measures may be taken to

make research more reliable within the
particular study (such as observer
training, or more objective checklists,
and so on).
Validity
 Qualitative researchers use greater detail to
argue for the presence of construct validity.
 Weak on external validity.
 Content validity can be retained if the

researcher implements some sort of criterion
settings.
 Having a focused criterion adds to the study’s

validity.
Generalizability
 Results for the most part, do not extend
much further than the original subject
pool.
 Sampling methods determine the extent

of the study’s generalizability.
 Quota and Purposive sampling

strategies are used to broaden the
generalizability.
Summing Up
 Are you willing to trade detail for
generalizability?
 Will exploratory research enable you to

generate new theories?
 Can you ask such sensitive questions on a

questionnaire?
Summing Up (con’t)
 Will the results add any evidence toward
any pre-existing theory or hypothesis?
 Is FUNDING available for this research?
 Do you really need to see numbers to

support your theories or hypotheses?
 Are there any ethical problems that could be

minimized by choosing a particular
strategy?

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What are some of the foundational similarities and differences between qualitative and quantitative research?

What are some of the foundational similarities and differences between qualitative and quantitative research?

What are some common qualitative research methods discussed in the text?

What are some common qualitative research methods discussed in the text?

Qualitative Research

Comparing Qualitative and

Before discussing the differences between

 Quantitative research is viewed as

 Qualitative research is considered to be

 This is considered ground-up or bottom-

 Grounded theorists argue that theory

 However, grounded theory incorporates deductive

 In doing this, researchers detect patterns in their

 Ethnography is a method of describing a

 Phenomenological theorists argue that

 This outlook is especially pertinent in

 Field research is a general term that

 The field researcher goes directly to the

 The natural environment is the priority

 Such methodologies are especially

 Example: One studying the

 Example: The observation booth at the CECP in

 This method allows the researcher to

 Details are more important here than a

 Here lies the inductive framework

 The case study is important in qualitative

 Example: A patient may have a rare form of

 However, measures may be taken to

 Weak on external validity.

 Content validity can be retained if the

 Having a focused criterion adds to the study’s

 Sampling methods determine the extent

 Quota and Purposive sampling

 Will exploratory research enable you to

 Can you ask such sensitive questions on a

 Is FUNDING available for this research?

 Do you really need to see numbers to

 Are there any ethical problems that could be

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