Qualitative and Quantitative Research Principles Comparison

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Table of Contents

Qualitative and Quantitative
Why exploratory research designs rely on qualitative research
Why Causal designs rely on Quantitative research
The four basic orientation of qualitative research
Basic orientation for qualitative approach that is based on business situation
Types of exploratory research that would be suggested for the following
Differences between a focus group and depth interview
Reference List

Qualitative and Quantitative

Qualitative research is an inquisition method used in different disciplines with an aim of gaining an in-depth understanding of research tool. On the other hand, quantitative research is an investigative method used to establish mathematical models, hypothesis and /or theories that links a phenomenon.

While qualitative research aims at obtaining a deeper understanding of a phenomenon, quantitative research focuses on its empirical observations. For instance, quantitative research focuses on the numbers and their interrelation by trying to establish theories and models based on the fact-findings. this is not the same with qualitative research, which focuses on establishing why such facts exist.

It is however important to note that both research methods use fact –findings from the field, although in different ways. Qualitative research usually approach data by observation and interpretation while quantitative research measure the data and test (McBride & Schostak, 2008, p. 1).

Why exploratory research designs rely on qualitative research

This happens because in qualitative research, researchers do not try to manipulate variables to fit some models and theories they have in mind, rather, it gives the meaning as it comes from the sources. This property is very important in exploratory research since it is aimed at getting a deeper understanding of the trends, which are truthful. Furthermore, exploratory research tries to establish problems as well as their potential causes.

To achieve this, variable manipulation, as is done in quantitative research becomes irrelevant. Exploratory research also endeavors to establish the direction of a program and tries to clarify its concepts; this cannot be easily accomplished in quantitative research as they concern most with empirical properties (Tripati, 2008, p. 1).

Why Causal designs rely on Quantitative research

Causal research is always aimed at establishing the relationship or connection that lies between results and the cause. To do this effectively, they need to find a way that would help them achieve connection. This is why qualitative research is preferred to qualitative; moreover, quantitative research provides causal design with empirical phenomena.

The measurements obtained can be used to establish a connection between the cause and results or effects of the study. This would not be easy to do with qualitative research since they only deal with observation and interpretations. Causal designs require data that have been measured in quantitative research and can use them on different models to establish their theories (Shields & Hassan, 2006, p. 1).

The four basic orientation of qualitative research

These include phenomenology, grounded theory, case studies and ethnography. These orientations of qualitative research differ mainly due to their field s of origination and application. For instance, case studies originate from business research and psychology, its main objective is to provide documented or written information on the history of a group, event, organization, as well as individuals.

The other basic orientation is grounded theory which originated from sociology, it forms inductive questions whose answers lead to more questions, this is used to obtain deeper details. Ethnography on the other hand originated from anthropology and is used to signify ways of studying various cultures by being actively involved in them. Finally, we have phenomenology, which is said to have originated from philosophy.

Under this, category researchers usually employ the use of conversational tools in interviews (Kotler & Armstrong 2006).

Basic orientation for qualitative approach that is based on business situation

The most effective basic orientation for qualitative research on business situation is a Case Study. Case study gives the history of a particular business that may be required, this is very important as it paves way for further research on the area. Prior to conducting a confirmatory research, it is essential to consider a case study of the business.

This has the propensity to give adequate information for the confirmatory research and is the ideal way for a better understanding of the business. Case study originated from business research and psychology, these fields have what it takes to provide the required preparatory information for use during the confirmatory qualitative research exercise (Kotler & Armstrong, 2006, p. 122).

Types of exploratory research that would be suggested for the following

There are four main types of exploratory research, these include secondary data, pilot study (unstructured methods), Case study and experience survey.

Pilot study: this suggestion is based on the manager’s view, and has to undergo pilot study before it takes on experience survey.
Experience survey: a research project with objectives, usually done after some surveys.
Case Study, the purpose is to focus on employee health plan; it therefore requires a case study.
Secondary data: symbolisms linked to cigar smoking can be researched from secondary data i.e. internet.

Differences between a focus group and depth interview

These two are similar in that they both have someone who acts as a leader,. However, several differences emerge from them. For instance, a focus group is usually unstructured while a depth interview is fully structured. In addition, while a focus group structure considers an interview with more people such as between six and ten, a depth interview always considers the respondent and the interviewer only.

It is also important to note that while a trained moderator always leads a focus group, a depth interview only considers professional researchers in such interviews. Focus groups are usually free flowing and without a specific restriction on the topic of research while, depth interviews are always conducted on particular social or business issues. (Babbie,1989, p. 23)

Reference List

Babbie E., (1989). The Practice of Social Research. 5th edition. Belmont CA: Wadsworth.

Kotler P. & Armstrong G.,(2006). Principles of marketing, Pine Forge Press, p. 122.

McBride R. & Schostak J., (2008). Chapter 2: Qualitative verses Quantitative Research. Inquiry Learning.net. Web.

Shields, P & Hassan T., (2006). Intermediate Theory: The Missing Link in Successful Student Scholarship. Journal of Public Affairs Education. Vol. 12, No. 3. Pp. 313-334. Web.

Tripati A. M., (2008). Exploratory research Design. Scribd. Web.

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