Quantitative and qualitative methods

Quantitative research describes and resolves problems by using numeric data (numbers) while in qualitative research non-numeric data (e.g. words, feelings, sounds and images) is used for the same purpose. In a narrow classification, quantitative research method refers to techniques in data collecting (e.g. questionnaires) or practice in data analysis (e.g. graphs and statistics) that generate numbers whereas in qualitative research method data is collected with interviews and observations and analyzed for example by categorizing non-numeric data.

This narrow distinction is problematic because a combination of elements from both qualitative and quantitative research methods are used in business and management research.

For example, a questionnaire can have both closed and open questions. (Saunders et al. 2012:

161) When taking a closer look at qualitative and quantitative research methods, the distinctions can be found on different focus points as table 2 below presents.

Table 2. Different focus points in qualitative and quantitative methods.

QUALITATIVE RESEARCH METHOD QUANTITATIVE RESEARCH METHOD

To understand, interpretation, rational approach Emphasis on experimentation and verification Observations and measurements in the natural Exploratory, processes Hypothesis, deductive, results

Holistic perspective Precise and analytical

Generalization through individual characteristics and content of a phenomenon

Generalization through population

Qualitative research starts from words and ends to words. Empirical data is qualitative by nature and collected non-standardized way and the research process is naturalistic and interactive. There are not enough observations of certain event and therefore it cannot be analyzed using mathematical techniques to gain reliable analysis through them. In qualitative research data is collected, analyzed and interpreted by observing what people say and do, how and when. Research is much more subjective by nature than quantitative research.

Qualitative research design often takes place as the research work proceeds. Qualitative research is all about what happens in real life, discussions and events, phenomena and processes that occur naturally between people. (Gephart 2004)

As Sounders et al. (2012) refers, qualitative research focus to the meanings, definitions, characteristics, symbols, metaphors and description of things and events. That is why it is important for a researcher to clarify the subjective and social constructions where the studied phenomenon occurs. The nature of the research is exploratory and open ended and samples are small. In qualitative research, all approaches can occur depending on the research design.

(Saunders et al. 2012: 163)

Qualitative research can be further categorized into five different types according to the

categorize qualitative research. This example shows how complex and multi-dimensional qualitative research can be. (Marshall & Rossmann 1999: 2-3)

Table 3. Qualitative research types according to Marshall & Rossmann (1999).

PHENOMENOLOGY A form of research in which the researcher attempts to understand how one or more individuals experience a phenomenon.

ETHNOGRAPHY This type of research focuses on describing the culture of a group of people. A culture is the shared attributes, values, norms, practices, language, and material things of a group of people.

CASE STUDY Is a form of qualitative research that is focused on providing a detailed account of one or more cases.

GROUNDED THEORY Is an inductive type of research, based or grounded in the observations of data from which it was developed; it uses a variety of data sources, including quantitative data, review of records, interviews, observation and surveys HISTORICAL

RESEARCH

Allows one to discuss past and present events in the context of the present condition, and allows one to reflect and provide possible answers to current issues and problems.

The differences between qualitative and quantitative research methods are summarized in the approach to the data, in the nature of the information and knowledge that are different. In quantitative research method, the knowledge and result of the research is based on conclusions, and the meaning is derived from the data. The data is collected in a numeric and standardized form and the analysis is performed from diagrams and with statistical methods.

In qualitative research method, the knowledge and result of the research is based on expressed meanings. Data is collected not in a standardized form but it requires categorization and classifying. The analysis is performed through conceptualization.

Koro-Ljungberg (2016) criticizes the qualitative research approach where the data is taken for granted as if the contents of it were already known when research process starts. Before even having any link to data the research process and methodology is thought and planned.

This data centric qualitative research process is more closely illustrated in figure 10. In

qualitative research data presents both possibility and dilemma. Analysis of the data should be controlled in the same way as the data in qualitative research. (Koro-Ljungberg 2016: 45-46)

Figure 10. Data centric qualitative research process.

Some researchers consider that all research that is not quantitative is qualitative research (Tuomi & Sarajärvi 2009: 19). Qualitative research has often been seen as insignificant and less important by the scholars because of the diverse and constantly moving methodology.

However, with qualitative research it is possible to explore, investigate and respond to complex social phenomenon. (Koro-Ljungberg, 2016: 6-8) Qualitative research and data can easily been referred to as a “soft science” and the researcher conducting a qualitative method as “a maker of quilts”. In qualitative data, social and cultural constructions and concepts are objectively examined and therefore more subject to bias than the data in quantitative research.

Qualitative research is also more difficult to structure. (Brod, Tesler & Christensen, 2009) In multiple method research design both qualitative and quantitative research methods are applied to gain better approach to data collection, analysis and interpretation. For example, quantitative method is used to analyze published data and qualitative research method to explore perceptions. The weaknesses related to mono method research can be overcome with multiple methods research. (Saunders et al. 2012: 164-166)