Quantitative and Qualitative Research & Research Ethics By A. Chulamani C. A. Parichart W. This course material is for non-commercial use only. Any public display, distribution and adaptation is not allowed for any purposes.

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 Means (Scientific Method e.g. QT or QL) Ends (An Answer)

Difference

Quantitative Research Qualitative Research 1. Role of Researcher • A researcher strives for objectivity and is separated from the data. Quantitative Research • A researcher is the TOOL to conduct a research. Qualitative Research

Quantitative Research Qualitative Research 2. Design A design of a study is determined before it begins. Quantitative Research The design evolves during the research; it can be adjusted or changed as the research progresses. Qualitative Research

Quantitative Research Qualitative Research 3. Setting It limits the contaminating and confounding variables by conducting investigations in controlled settings.. Quantitative Research It conducts studies in the field, in natural surroundings, trying to capture the normal flow of events without controlling extraneous variables. Qualitative Research

Quantitative Research Qualitative Research 4. Measurement Instrument Measurement instruments exist apart from the researcher; another party could use the instruments to collect data in the researcher’s absence. Quantitative Research The researcher is the instrument; not other individual can substitute. Qualitative Research

Quantitative Research Qualitative Research 5. Theory Building Uses research to test, support, reject theory. Therefore, it uses a deductive approach to test the theory. Quantitative Research 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. Qualitative Research

Reference Wimmer, R. & Dominick, J. (2011). Mass Media Research: An Introduction (9th ed.). Belmont, CA: Thompson Wadsworth.

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