RESEARCH METHODS GROUP WORK ASSIGNMENT

GROUP ONE: QUALITATIVE AND QUANTITATIVE RESEARCH

GROUP MEMBERS:

 PURITY NYAMBU (HDB112-C004-0868/2022)

 PRITNEY ARWA (HDB112-C004-0863/2022)
 ANNETTE KALELI (HDB112-C004-0866/2022)

Qualitative research

This is collecting and analyzing non-numerical data e.g. text, video or audio to understand
concepts, opinions or experiences. It can be used to gather in-depth sights into a problem or
generate new ideas for research.

Approaches to qualitative research

Ethnography

The emphasis in ethnography is on studying an entire culture. Originally, the idea of a culture
was tied to the notion of ethnicity and geographic location, but it has been broadened to include
virtually any group or organization. That is, we can study the "culture" of a business or defined
group.

The most common ethnographic approach is participant observation as a part of field research.
The ethnographer becomes immersed in the culture as an active participant and records extensive
field notes. As in grounded theory, there is no preset limiting of what will be observed and no
real ending point in an ethnographic study.

Field Research

Field research can be considered either a broad approach to qualitative research or a method of
gathering qualitative data. The essential idea is that the researcher goes "into the field" to observe
the phenomenon in its natural state. It is the method of participant observation. The field
researcher typically takes extensive field notes which are subsequently coded and analyzed in a
variety of ways.
Grounded Theory

The purpose of grounded theory is to develop theory about phenomena of interest. But this is not
just abstract theorizing, the theory needs to be grounded or rooted in observation. It is a complex
iterative process. The research begins with the raising of generative questions which help to
guide the research but are not intended to be either static or confining. As the researcher begins
to gather data, core theoretical concept(s) are identified. Tentative linkages are developed
between the theoretical core concepts and the data. This early phase of the research tends to be
very open and can take months. Later on, the researcher is more engaged in verification and
summary. The effort tends to evolve toward one core category that is central.

Phenomenology

Phenomenology is sometimes considered a philosophical perspective as well as an approach to

qualitative methodology. It has a long history in several social research disciplines including
psychology, sociology and social work. Phenomenology emphasizes a focus on people's
subjective experiences and interpretations of the world. The phenomenologist wants to
understand how the world appears to others.

Case study

This method is used to obtain in-depth data and complete knowledge of the subject. The data is
collected from various sources like interviews and observation to supplement the conclusion.

This qualitative approach is extensively used in the field of social sciences, law, business, and
health. Many companies use this technique when marketing their products/services to new
customers. It tells them how their business offerings can solve a particular problem.

Types of qualitative research methods

Interviews

interviews are one of the most common methods of qualitative research, and can be used as part
of almost any of the research approaches listed above. They’re just what they sound like: one-on-
one conversations between a researcher and a participant.
Interviews can be conducted face-to-face or remote, and follow a structured format (in which
each interviewee is asked the same set of questions), a non-structured format (in which all
interviewees are asked different questions), or a semi-structured format (in which a loose
structure is followed but deviations are encouraged).

Interviews provide in-depth insights and generate useful direct quotes from participants on their
experiences. They’re also wildly scalable and flexible, generating insights about practically any
aspect of the user experience.

Focus groups

Focus groups are similar to interviews, but they involve interviewing small groups of participants
simultaneously. These structured discussions are typically led by a moderator and aim to take
advantage of the group dynamic, gathering diverse perspectives, opinions, and insights on a
particular topic.

Focus groups help gather diverse perspectives on a particular topic by encouraging group
interactions and discussions. They can provide immediate feedback to concepts, ideas, and
product prototypes, and are particularly useful in the exploratory phase of research, identifying
issues and gut reactions before conducting more extensive prototyping and testing.

Narrative research

Narrative research centers on the collection of stories shared by individuals. It aims to

understand how people construct and make sense of their experiences through storytelling. It’s
similar to phenomenological research approaches, in that it emphasizes the subjective experience
of individuals, but differs in where it places the emphasis.

Narrative research focuses on the stories people use to make sense of their experiences, whereas
phenomenological research is focused on better understanding the experiences themselves.

Qualitative data analysis

Qualitative data refers to non-numeric information such as interview transcripts, notes, video and
audio recordings, images and text documents. Qualitative data analysis can be divided into the
following five categories:
1. Content analysis. This refers to the process of categorizing verbal or behavioral data to
classify, summarize and tabulate the data.

2. Narrative analysis. This method involves the reformulation of stories presented by respondents
taking into account context of each case and different experiences of each respondent. In other
words, narrative analysis is the revision of primary qualitative data by researcher.

3. Discourse analysis. A method of analysis of naturally occurring talk and all types of written
text.

4. Framework analysis. This is more advanced method that consists of several stages such as
familiarization, identifying a thematic framework, coding, charting, mapping and interpretation.

Advantages of qualitative research

Offers depth and variety in describing problems, actions, and processes.

Enables rich elaboration of participants’ views and meanings.

Some aspects of research design can be modified during the course of the research depending on
the findings that are made.

It is possible to change methods and questions to address new themes and developments.

Investigates events as they occur in the environment and affords a broad perspective.

Takes into account how social, cultural, or environmental factors can impact behavior and
experiences.

Especially useful when searching for information on topics that may not have been discussed
extensively.

Useful in formulating hypotheses and theories that will then be tested using quantitative research
methods.

Focuses on participants’ views and perspectives which can at times yield more accurate
information.

Involves participants in the research process, which may improve the validity and reliability of
the research findings.
Collects qualitative information whereby, it gathers specific aspects of a given phenomenon that
might be hidden by quantitative data.

Makes use of different data collection techniques including interviews, observations, and
documents.

Disadvantages of qualitative research

Limited sampling

The sample size can be an issue if you are taking the opinion of 5 people out of 300 of your
customers or subscribers as a generalization.

Bias in the sample selection

Bias in the sample selection, meaning the people you are selecting to take part in the qualitative
research may all have a certain opinion of the subject matter rather than a group of people with
mixed views, which is more valuable particularly if they are debating with opposing views
during focus groups.

Lack of privacy

Lack of privacy, if you are covering sensitive topics then people taking part may not be
comfortable in sharing their thoughts and opinions of the subject with others.

Time-consuming

Data collection (e.g., interviews, observations) and analysis (e.g., coding, thematic analysis) are
often labor-intensive and time-consuming.

Resource intensive

Often requires extensive resources in terms of time, effort, and sometimes financial cost.

May need specialized training and skills for effective data collection and analysis.
Approaches to quantitative research:

Survey Research: This approach involves collecting data through questionnaires, interviews, or
online surveys. The goal is to gather a large sample size to make generalizations about a
population.

Experimental Research: This approach involves manipulating an independent variable to test its
effect on a dependent variable. It's commonly used in social sciences, medicine, and psychology.

Correlational Research: This approach involves examining the relationship between two or more
variables without manipulating any of them. It's often used to identify patterns or trends in data.

Descriptive Research: This approach involves collecting and summarizing data to describe the
characteristics of a population, such as demographic information or attitudes.

Analytical Research: This approach involves using statistical methods to analyze and interpret
data to answer research questions or test hypotheses.

Historical Research: This approach involves examining historical documents, records, or

artifacts to understand past events or phenomena.

Content Analysis: This approach involves analyzing texts, images, or other forms of media
content to identify patterns, themes, or meanings.

Statistical Modeling: This approach involves using statistical techniques, such as regression
analysis or time series analysis, to analyze and forecast data.

Quantitative research is a type of research that focuses on collecting and analyzing numerical
data to answer research questions. It involves using statistical methods to analyze large amounts
of data, often collected through surveys, experiments, or other forms of systematic observation.

Characteristics of Quantitative Research:

Objective: Quantitative research aims to collect and analyze objective data, free from personal
biases and opinions.
Numerical data: Quantitative research involves collecting numerical data that can be measured,
counted, or quantified.

Statistical analysis: Quantitative research relies heavily on statistical methods to analyze and
interpret the data.

Hypothesis testing: Quantitative research typically involves testing hypotheses or research

questions using statistical tests.

Large sample sizes: Quantitative research often requires large sample sizes to ensure the
reliability and generalizability of the findings.

Types of Quantitative Research:

Experimental research: Involves manipulating independent variables and measuring the effects
on dependent variables.

Survey research: Involves collecting self-reported data from participants through questionnaires
or interviews.

Descriptive research: Involves describing the characteristics of a population or phenomenon.

Correlational research: Involves examining the relationships between two or more variables.

types of quantitative research methods that researchers use to collect and analyze data. Some of
the most common types of quantitative research methods include:

Surveys: Surveys are a type of self-reported data collection method where participants are asked
to answer a series of questions or complete a questionnaire. Surveys can be administered online,
in person, or over the phone.

Experiments: Experiments are a type of quantitative research method that involves manipulating
one or more independent variables to measure their effect on a dependent variable.

Correlational studies: Correlational studies examine the relationship between two or more
variables to identify patterns and relationships.

Longitudinal studies: Longitudinal studies involve collecting data over a long period of time to
examine changes and patterns in variables over time.
Secondary analysis: Secondary analysis involves analyzing existing data that has been collected
by others, often using statistical software to re-analyze and re-interpret the data.

Survey experiments: Survey experiments are a type of survey that includes experimental
elements, such as randomly assigning participants to different conditions or treatments.

Quantitative data analysis is a process of using mathematical and statistical methods to extract
insights and patterns from numerical data. It involves using various techniques to summarize,
describe, and analyze the data, with the goal of drawing conclusions and making predictions.

Types of Quantitative Data Analysis:

Descriptive Statistics: Summarizes the main features of the data, such as mean, median, mode,
and standard deviation.

Inferential Statistics: Draws conclusions about a larger population based on a sample of data.

Hypothesis Testing: Tests a hypothesis about a population parameter based on a sample of data.

Regression Analysis: Analyzes the relationship between two or more variables to identify
patterns and make predictions.

Time Series Analysis: Examines data that is collected over time to identify trends, cycles, and
seasonality.

Quantitative Data Analysis Techniques:

Data Visualization: Uses graphs, charts, and other visualizations to communicate insights and
patterns in the data.

Data Mining: Uses algorithms and statistical models to identify patterns and relationships in
large datasets.

Machine Learning: Uses algorithms to analyze data and make predictions or classify new data
points.

Linear Regression: Analyzes the relationship between two continuous variables.

Logistic Regression: Analyzes the relationship between a categorical variable and one or more
predictor variables.
ADVANTAGES AND DISADVANTAGES OF QUANTITATIVE RESEARCH

Advantages

It is objective; the most reliable and valid way of concluding results, giving way to a new
hypothesis or to disproving it. Because of bigger number of the sample of a population, the
results or generalizations are more reliable and valid. Since it provides numerical data, it can’t be
easily misinterpreted.

The use of statistical techniques facilitates sophisticated analyses; and allows you to
comprehend a huge number of vital characteristics of data.

It is real and unbiased; If the research is properly designed it filters out external factors, and so
can be seen as real and unbiased.

The numerical data can be analyzed in a quick and easy way; by employing statistically valid
random models, findings can be generalized to the population about which information is
necessary.
Quantitative studies are replicable; standardized approaches allow the study to be replicated in
different areas or over time with formulation of comparable findings.

Disadvantages
Quantitative research requires a large number of respondents; it is assumed that the larger the
sample is, the more statistically accurate the findings are.
It is costly; since, there are no more respondents compared to qualitative research, the expenses
will be greater in reaching out to these people and in reproducing questionnaires.
The information is contextual factors to help interpret the results or to explain variations are
usually ignored; it does not consider the distinct capacity of the respondents to share and
elaborate further information unlike the qualitative research.
Much information is difficult to gather using structured research instruments; specifically on
sensitive issues like pre-marital sex, domestic violence, among others.
If not done seriously and correctly; data from questionnaires may be incomplete and inaccurate.
Researchers must be on the look-out on respondents who are just guessing in answering the
instrument.
DIFFERENCES BETWEEN QUALITATIVE AND QUANTITATIVE RESEARCH

Difference between Qualitative and Quantitative Research

Qualitative Research Quantitative Research
A method for developing a better understanding It is the method used to generate numerical data
of human and social sciences, in understanding by using a lot of techniques such as logical,
human behavior and personalities better statistical and mathematical techniques
It employs a subjective approach It employs an objective approach
It is generally expressed using words It is expressed using graphs and numbers
It has open-ended questions It has multiple choice questions
Qualitative research needs only a few Quantitative research requires many respondents
respondents
The data collection methods involved are The data collection methods involved are
interviews, focus groups, literature review, experiments, surveys, and observations expressed
ethnography in numbers
Qualitative research is holistic in nature Quantitative Research is particularistic in nature
The reasoning used to synthesize data in this The reasoning used to synthesize data in this
research is inductive research is deductive
This method involves a process-oriented inquiry This method does not involve a process-oriented
inquiry
It develops the initial understanding of data It recommends a final course of action
The data taken in the Qualitative research method The data taken in this method is pretty
is pretty verbal measurable
The objective of this research method is to The main objective of Quantitative research is to
engage and discover various ideas examine the cause and effect between the
variables
It is one of the exploratory research methods It is a conclusive research method