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Quantitative and
Qualitative Research &
Research Ethics
By A. Chulamani C.
A. Parichart W.
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Outlines
• Quantitative and qualitative research
overview
• Commonality and Differences-quantitative
and Qualitative research
• Research ethics
Quantitative
Research
Quantitative Research Overview
• Involves several methods of data collection, such as
surveys-questionnaire, telephone, online.
• Requires that the variables under consideration be
measured.
• Quantitative research uses larger samples of subjects or
respondents allowing the researcher to generalize the data
to the population from which the samples were drawn.
• This form of research is concerned with how often a
variable is present and generally uses numbers to
communicate this amount.
• The use of numbers allow greater precision in reporting
results.
Qualitative
Research
Qualitative Research Overview
• Involves several methods of data collection, such as
focus groups, interview, field observation.
• The variables in qualitative research may or may not
be measured or quantified.
• The methods allow a researcher to view behavior in a
natural setting without the artificiality that sometimes
surrounds experimental of survey research.
• Qualitative techniques can increase a researcher’s
depth of understanding of the phenomenon under
investigation.
• Qualitative methods are flexible and allow the
researcher to pursue new areas of interest.
• Triangulation, refers to the use of both
qualitative and quantitative methods to fully
understand the nature of the research
problem.
• Both methods are important in
understanding any phenomenon.
TRIANGULATION
Commonality
The Principle
The Principle of QT and QL
Truth-Seeking
Process
QT
QL
The Principle of QT and QL
Research = Truth-Seeking Process
Ends (An Answer)
Means (Scientific
Method e.g.
QT or QL)
Difference
1. Role of Researcher
Quantitative
Research
Qualitative
Research
•
A researcher strives for
objectivity and is separated
from the data.
• A researcher is the TOOL to
conduct a research.
2. Design
Quantitative
Research
Qualitative
Research
•
A design of a study is
determined before it
begins.
• The design evolves during
the research; it can be
adjusted or changed as the
research progresses.
3. Setting
Quantitative
Research
Qualitative
Research
•
It limits the contaminating and
confounding variables by
conducting investigations in
controlled settings..
• It conducts studies in the field, in
natural surroundings, trying to
capture the normal flow of events
without controlling extraneous
variables.
4. Measurement Instrument
Quantitative
Research
Qualitative
Research
•
Measurement instruments exist apart
from the researcher; another party could
use the instruments to collect data in the
researcher’s absence.
• The researcher is the instrument;
not other individual can
substitute.
5. Theory Building
Quantitative
Research
Qualitative
Research
•
•
Uses research to test, support, reject
theory.
Therefore, it uses a deductive approach
to test the theory.
• Develops theories as part of the research
process-theory is “data driven” and
emerges as part of the research process,
evolving from the data as they are
collected.
• Therefore, it uses an inductive approach to
ground (develop) a theory.
Reference
• Wimmer, R. & Dominick, J. (2011). Mass
Media Research: An Introduction (9th ed.).
Belmont, CA: Thompson Wadsworth.
THANK YOU FOR YOUR ATTENTION