Quantitative and qualitative research methods

Quantitative research is explaining phenomena by collecting numerical data that are analysed using mathematically based methods.

  

Qualitative research seeks to answer questions about why and how people behave in the way that they do. It provides in-depth information about human behaviour.

Sources of quantitative data

Surveys: weather conducted online buy iPhone or in person this relay on the same questions being asked in the same way to a large number of people.

observations : which may either involve counting the number of times that a particular phenomenon occurs such as how often a particular word is used in interviews for coding observational data to translate it into numbers.

Secondary data : such as company accounts.

Analysing quantitative data

There are a wide range of statistical techniques available to analyse quantitative data from simple graph to show me the diagram through test of correlation between two or more items statistical significance other techniques include cluster analysis useful for identifying relationship between group of subject were there is no obvious hypothesis and hypothesis testing to identify whether the rajini differences between groups.

Qualitative research

Qualitative research is any which does not involve numbers for numerical data each of an inverse words or language but may also use pictures of photograph and observations.almost any phenomenon can be examined in a qualitative way and it is often the preferred method of investigation in the UK and rest of Europe us studies 10 to use qualitative methods although this distinction is by no means absolute qualitative analysis result in which data that gives an inductor picture and it is particularly useful for exploring how and why things happened.

Pitfalls to qualitative research

* If respondents do not see a value for them in the research they may provide inaccurate or false information.

* All the ethics are an issue for any type of research there any particular difficulties with qualitative research because the researcher may be party to confidential information.

* It is generally harder for qualitative researchers to remain apart from their work.

Sources of qualitative data

* Interviews: which maybe structure semi structured or unstructured.

* Focus groups: which involve multiple participants discussing an issue.

* Postcards: including diaries written account of past events and company reports.

* Observations: which may be onsite or under laboratory conditions for example where participants are asked to roleplay is situation to show what they might do.