1. Quantitative and Qualitative Research & Research Ethics
By A. Chulamani C.
A. Parichart W.
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2. Outlines Quantitative and qualitative research overview
Commonality and Differences-quantitative and Qualitative research
Research ethics

3. Quantitative
Research

4. 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.

5. Qualitative
Research

6. 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.

7. 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

8. Commonality
The
Principle

9. The
Principle
of QT and QL
Truth-Seeking
Process QT QL

10. The Principle of QT and QL
Research =
Truth-Seeking
Process
Means (Scientific
Method e.g. QT or QL)
Ends (An Answer)

11. Difference

12. 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

13. 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

14. 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

15. 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

16. 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

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

18. Thank you for your attention