Qualitative And Quantitative Research Methods

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Qualitative and quantitative research methods are the two dominant methods in psychological research today (Hayes, 2000). Qualitative research methods take an approach to analysing data that looks at meaning rather than numbers. The data, therefore, generally consists of non-numerical information such as words or images. Quantitative research methods approach research differently and analyse the information based on numbers and statistics, the resulting data is primarily numerical. This paper will compare and contrast the two methods looking at their differing research techniques, their suitability for different studies and the resulting differences in data. It will explain the differences and similarities between the two methods and look at…show more content…
Not only is this because of the different types of data that the researcher is aiming for but also the process that leads to it. In both research techniques the researcher will identify an area of interest or come up with a question, however in quantitative research the researcher will then develop this research question into a hypothesis. This method can be referred to as theory verification. That is starting with a theory, developing it into a hypothesis and then designing a study or research plan to test the hypotheses (Punch, 2005). In quantitative research the researcher is not going in blind as they might in qualitative, they have an idea of what they want to achieve and the sort of information they need to find in order to do so. The most commonly used techniques for this form of research are surveys, particularly using scales, rating or other number based forms, and experimental…show more content…
Increasingly, however, researchers are integrating parts of both and seeing the benefits of understanding the two methods in depth, this is often referred to as triangulation (White, 2003). Quantitative data has historically been seen as the stronger of the two, often referred to as the scientific research method, its basis in numbers leaves little to be argued with. Large sample numbers and convincing statistical equations can form very strong support for the research hypothesis. However, when you’re looking at numbers alone, it may be easy to manipulate data. Difficulty in getting a true random selection for sample means that researchers may end up with an opportunistic sample which may support their hypothesis better on the surface but is not a realistic cross-section of the population being studied (Hayes, 2000). Targeting convenience sample groups or dropping data that doesn’t agree with the direction of your study may not be ethical but is an potential way make data say what you want. Another possible weakness of quantitative research is that there may be a whole lot of information that could be being overlooked, while this missed information could enrich the study it could also be irrelevant – the problem is that the researcher may never know. Qualitative research does get this richness of data, the research has a level of depth that may not be acquirable
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