Qualitative and Quantitative Methodologies
- Definitions
Qualitative methodologies entail collecting, analyzing, and evaluating non-numerical data such as texts, audio or video, to understand different concepts, experiences, views, or opinions. Moreover, it is used to collect in-depth information insight into a research problem, thereby generating new statistical analysis and research ideas. Qualitative studies attempt to understand the evidence that cannot be seen or touched, such as emotions and behaviors. It is commonly applied in social sciences and humanities, such as anthropology, education, history, health sciences, and sociology (Rutberg & Bouikidis, 2018). Analyzing quantitative data is easier since it is based on numbers. For instance, applications such as SPSS, excel, or R are used to calculate the reliability and validity of data, average scores, the correlation between two or more variables, and the frequency a particular answer was given.
On the other hand, Quantitative methodologies involve collecting, evaluating, and analyzing numerical data. Moreover, it relies much on experiments and surveys to gather measurable numerical data using statistical processes. Qualitative research methodologies are used to obtain patterns and averages to facilitate making predictions, testing casual relationships, and providing generalized results from larger populations. Quantitative methodologies, however, are used commonly used in natural and social science fields such as chemistry, psychology, marketing, biology, and sociology, among others.
- Pros and Cons
Starting with Qualitative methodologies, it is more of experience and captures people's feelings and opinions. The first advantage is its ability to capture the changing attitudes within a target group and explore more topics in depth and detail than quantitative research. Besides, it is economically friendly as it is less expensive as it does not need to recruit many participants or use extensive methods (Anpar, 2020). This makes it flexible in terms of locations and timing. On flexibility, the researcher or interviewer can ask any questions within the subject matter context. Also, Qualitative research encourages discussions as participants can introduce new topics that were not considered since they expand and express why they feel and act in a particular manner.
However, Qualitative methodologies are limited to the small number of sample sizes. This is because the methods involve engaging in-depth to get people's opinions, and therefore it is time-consuming, resource-intensive, and associated with small sample sizes. Besides, it is challenging to obtain generalized results due to the small survey samples involved (Rahman, 2020). The methodology lacks anonymity; for instance, the participants may be willing to respond comfortably to some topics through anonymous quant surveys than in discussion groups and one-on-one interviews. Lastly, some questions may not be suitable to some participants, thereby offending them. Also, a researcher can only get answers limited to what he asked.
The pros of Quantitative methodologies give it the advantage to be applied in natural sciences such as biology, anthropology, and chemistry. First, the large sample sizes give detailed results as it involves more subjects and broader studies. This makes it easier to generalize results (Bhandari, 2020). Moreover, the methodology involves objectivity and accuracy since fewer variables are involved in relation to the close-ended information. This makes data collection more accessible and faster as it can be done automatically in different regions at the same time. Furthermore, it is cost-effective as compared to qualitative methodology
The disadvantage of quantitative methodologies lies in the closed-ended questions, thereby providing fewer details since the results are based on numerical figures. Furthermore, positivism cannot support how social reality is shaped and monitored or how individuals interpret their actions Madrigal & McClain, B. (2012). Another weakness is that it tends to take a snapshot of the situation; for instance, it measures variables at specific times regardless of whether the photograph focused on the one looking better the one looking disarranged.
- How to Use Them in Different Scenarios
Quantitative methodologies can be used in social science research as it emphasizes objectivity, measurement and statistical analysis of data. This facilitates the decision-making process and action needed. For instance, in a healthcare scenario, the quantitative methodology can be used in developing the ability to measure blood sugar levels, and the results may provide a better basis for the treatment of diabetes. Today, technology has led to a more significant change in the healthcare industry, and there is a lot of data mined that has unpredicted patterns and therefore needs quantitative analysis (Donnon, 2018). Also, quantitative research is predominantly being used in medical education, involving experimental studies from observational research, surveys, and correlational studies.
On the other hand, Qualitative research can be used in psychosocial research scenarios. This is because they can obtain factual data required to answer the research question (Kelly, 2017). The methodologies have been used to reveal opinions, views, preferences, and attitudes as far as different variables can be identified. For instance, the potential problems that result from elective single embryo transfer trials can be revealed and opinions obtained through small-group discussions. However, qualitative and quantitative methodologies can be best utilized when combined and grouped into faces (McCusker & Gunaydin, 2015). For instance, qualitative research can be done first as exploratory, followed by quantitative research that tests the hypothesis.
References
Anpar, R. (2020). Retrieved 29 April 2021, from https://www.anparresearchltd.com/post/pros-and-cons-of-qualitative-research-vs-quantitative-research
Bhandari, P. (2020). What Is Quantitative Research? | Definition, Uses and Methods. Retrieved 29 April 2021, from https://www.scribbr.com/methodology/quantitative-research/#:~:text=Quantitative%20research%20is%20widely%20used,%2C%20sociology%2C%20marketing%2C%20etc.
Donnon, T. (2018). Quantitative research methods in medical education. Retrieved 29 April 2021, from https://oxfordmedicine.com/view/10.1093/med/9780199652679.001.0001/med-9780199652679-chapter-53
Kelly, K. (2017). A different type of lighting research–A qualitative methodology. Lighting Research & Technology, 49(8), 933-942.
Madrigal, D., & McClain, B. (2012). Strengths and weaknesses of quantitative and qualitative research.
McCusker, K., & Gunaydin, S. (2015). Research using qualitative, quantitative or mixed methods and choice based on the research. Perfusion, 30(7), 537-542.
Rahman, M. S. (2020). The advantages and disadvantages of using qualitative and quantitative approaches and methods in language "testing and assessment" research: A literature review.
Rutberg, S., & Bouikidis, C. D. (2018). Focusing on the fundamentals: A simplistic differentiation between qualitative and quantitative research. Nephrology Nursing Journal, 45(2), 209-213.
