Qualitative research advantages

OccupyTheory on 21 April, at This type of research gives emphasis on the value of looking on variables in their natural setting where they are commonly found. Comprehensive data is collected by open-ended questions providing direct quotations.

Qualitative research advantages

We could do much more. If we had more respondents and we often would with a surveywe could do some simple multivariate analyses. For instance, we could draw a similarity "map" of the respondents based on their intercorrelations.

The map would have one dot per respondent and respondents with more similar responses would cluster closer together. The point is that the line between qualitative and quantitative is less distinct than we sometimes imagine.

All qualitative data can be quantitatively coded in an almost infinite varieties of ways.

The Qualitative-Quantitative Debate

This doesn't detract from the qualitative information. We can still do any kinds of judgmental syntheses or analyses we want. But recognizing the similarities between qualitative and quantitative information opens up new possibilities for interpretation that might otherwise go unutilized.

Now to the other side of the coin All quantitative data is based on qualitative judgment.

Qualitative marketing research - Wikipedia

Numbers in and of themselves can't be interpreted without understanding the assumptions which underlie them. Take, for example, a simple 1-to-5 rating variable: What does this mean? How do we interpret the value "2" here? We can't really understand this quantitative value unless we dig into some of the judgments and assumptions that underlie it: Did the respondent understand the term "capital punishment"?

Did the respondent understand that a "2" means that they are disagreeing with the statement? Does the respondent have any idea about alternatives to capital punishment otherwise how can they judge what's "best"?

Did the respondent read carefully enough to determine that the statement was limited only to convicted murderers for instance, rapists were not included? Does the respondent care or were they just circling anything arbitrarily? How was this question presented in the context of the survey e.

Was the respondent mentally alert especially if this is late in a long survey or the respondent had other things going on earlier in the day? What was the setting for the survey e.

Was the survey anonymous? In the respondent's mind, is the difference between a "1" and a "2" the same as between a "2" and a "3" i. We could go on and on, but my point should be clear. All numerical information involves numerous judgments about what the number means.

The bottom line here is that quantitative and qualitative data are, at some level, virtually inseparable. Neither exists in a vacuum or can be considered totally devoid of the other. To ask which is "better" or more "valid" or has greater "verisimilitude" or whatever ignores the intimate connection between them.

To do good research we need to use both the qualitative and the quantitative. Qualitative and Quantitative Assumptions To say that qualitative and quantitative data are similar only tells half the story.

After all, the intense academic wrangling of the qualitative-quantitative debate must have some basis in reality.

My sense is that there are some fundamental differences, but that they lie primarily at the level of assumptions about research epistemological and ontological assumptions rather than at the level of the data.Research Design: Qualitative, Quantitative, and Mixed Methods Approaches [John W.

Creswell, J. David Creswell] on attheheels.com *FREE* shipping on qualifying offers. This bestselling text pioneered the comparison of qualitative, quantitative, and mixed methods research . Qualitative marketing research involves a natural or observational examination of the philosophies that govern consumer behavior.

The direction and framework of the research is often revised as new information is gained, allowing the researcher to evaluate issues and subjects in an in-depth manner. Selecting the best research method allows you to successfully answer a research question or test a hypothesis.

Missteps at the onset of the research process may derail an otherwise promising study. Knowing the advantages and disadvantages of quantitative and qualitative methods will help you make a.

Analyse This!!! - qualitative data - advantages and disadvantages

A choice between research methods rests fundamentally on a set of decisions about the questions a researcher wants to answer and the practicality of gathering the kind of data that will answer those questions. The first step is to look for an obvious fit.

The advantages and disadvantages of qualitative research are quite unique.

Qualitative research advantages

On one hand, you have the perspective of the data that is being collected. On the other hand, you have the techniques of the data collector and their own unique observations that can alter the information in subtle ways. Qualitative research methods is defined as a process that focuses on obtaining data through open-ended and conversational communication.

This method is not only about “what” people think but also “why” they think so. Also, read in this blog qualitative research examples, types, & more.

What is it? - Qualitative Research: Grounded Theory - Research Guides at Temple University