Research Methodology: Qualitative Research Design over Quantitative Research Design

Different types and parameters of research design were studied. These included the study of quantitative style of research as well as that of the qualitative style. It was identified that the quality of the data collected is much more important than the amount of data that has been collected. Though it was observed that the extent of qualitative research was limited to the context of qualitative design. On the contrary, quantitative design represents both the internal as well as the external validity of the design and study but then it is random in nature and at times based on hypotheses. Using these features the differences and similarities between the two types of research design were also identified. Thus, the study and findings were found to be favoring the use of qualitative research designs. The picture gets clear by the end that the goal being different in both the cases were different and therefore the method of conducting research also varies.

A Research Methodology Review

Quantitative Method
Quantitative method of research design refers to the ability of identifying the results on the basis of numbers and statistics developed and formulated. A quantitative study concentrates on the size of the sample taken under consideration and thus helps in quantifying data by generating numbers. This helps in transferring the data into statistics (Verd 2009-10).

For most scientific disciplines quantitative research design is the standard experimental method. This research design helps in demonstrating both internal and external validity, which includes representation of the data used in the form of statistical power and large random samples. These experiments use mathematical means to measure results and are therefore sometimes also referred to as true science.

It is essential that the qualitative studies swear by the specificity of the design selected. Any and every study group being used is randomized and a control group has to be included when performing such research.

For this purpose, the varieties of instruments that can be used include survey method, questionnaire analysis, interviews, mobile surveys, online polls and direct observations. The characteristic features of quantitative research method include focus so as the material is concise and narrow. There should be logic and objective behind the study. The basis of knowledge should be framed around cause and effect and their relation to relationships.

Quantitative design can be descriptive, correlational, casual-comparative/quasi-experimental and experimental in nature. Some of the examples with respect to these designs include a description of the tobacco habits of teenagers, the relationship between intelligence and self-esteem, the effect of age on lung capacity and a comparison between the effects of personalized instruction vs. traditional instruction on computational skill, respectively.

Qualitative Method
When the researchers study human behavior and habits and develop an extensive method to do so, it is referred to as qualitative research design. Qualitative studies are required to demonstrate validity within the context of the specific qualitative design. This ensures credibility, dependability, transferability and trustworthiness as everyone is directly involved in the same. Qualitative method does not only depend on the number but the quality of data obtained thereby.

This method is highly useful for those product designers who are looking to manufacture a product that will have a high demand and can be sold easily. The designer can study the habits, preferences, liking and disliking and accordingly adjust the design of the product. This is why, qualitative methods are often closely associated with interviews which can be conducted either face-to-face or through telephone. Though the selection of the sample is random in nature and can hinder the effectiveness of this research method, yet the reduced probability provides better results. The data collection methods are quality based in nature by being either unstructured or semi-structured. There are focus groups, individual interviews and participation techniques involved.

It is considered to be hard science with complexity level towards high. The focus is broad and holistic in nature. It is also known to be subjective, being subjected to the notions and beliefs of people. The knowledge has to be based on meaning and discovery rather than on cause and effect. The best part of qualitative research scenario is that there is uniqueness and individual interpretation of the thoughts nad ideas

Comparative Analysis

The difference between qualitative and quantitative research in a nutshell calls out that while there is a generation of numbers in case of quantitative techniques whereas in case of qualitative techniques there is non-numerical data that is generated and it is more about how the people feel and behave in a particular environment.

Quantitative research is defined primarily as the form of exploratory research, which is used to gain an insight of the underlying assumptions, reasons, opinions, motivations and principles. Qualitative research on the other hand quantifies on the data available while analyzing the data and converting it to information through quality search.

Both the forms of research design are concentrated on researching for some particular purpose or purposes, which can only be solved through regular research, and framing research design applicable (Denzin 2009). Qualitative as well as quantitative research is focused on developing valid content related to the area of study. This provides proof against the arguments presented and encountered in the study. It is also of importance that the theories worked upon must be explicit and well articulated.
In case of the research designs, there should be a clear rationale as to why particular questions or style has been chosen for the study. Clarity in decision paths is also important as it helps in identifying the correct action and justifies the study (Creswell 2014).

Contrasting the two, quantitative design is about the numerical data, the statistics and the hypothesis generated thereof. After the purpose statement is identified, a list of questions is prepared and then the test hypothesis and a null hypothesis are framed. The research questions are such that they are directly answerable, testable and specific in nature based on what data has been collected.

While formulating qualitative methodology, proposed research questions that are related to the phenomenon are stated. The proposed research questions must be aligned with the purpose statement. They should be open-ended and reflect the nature of the qualitative design i.e. they should not be yes/no questions and should leave a choice for future discussion.

Qualitative research will give detailed and complete information about the concepts whereas quantitative research focuses on counting numbers and classifying the different features. It is focused and conclusive in nature. Qualitative research will focus on data gathering strategies like non-structured interviews, focus groups, narratives, analysis of the content and documentaries, etc. To contradict that, qualitative research will include videos and artifacts. It will be about the discussions and their respective conclusions.

Best Practices

The better and suitable way to perform research involves qualitative study an d that can be initiated only through effective development of strategy (Neuman). There are few factors to be kept in view and they include question administration, which talks about what to ask and how to ask. There is also an impact of the interviewer and his/her behavior, appearance, and attitude on response determines the interviewee’s response (Bryman 2006).

It is also important to identify the correct sample population while conducting research. According to the population segment, the mode of research and interview can also be decided. It is important to introduce techniques that can increase the cooperation from the participants. It should be such that they do not take it as a burden of some sort. The cost involved and the analysis done also holds equal importance and is therefore necessary to identify and work accordingly.

Since, a lot is dependent on the type of research design used, therefore, it is vital to make proper selection and work according to the project in hand. The quantitative design is focused on the fact that bigger the sample size more will be the number of variables whereas in case of qualitative design the quality and feelings edged in responses from people are visualized.

It can be easily suggested that whether it is about hard science or soft science, the element of focus has to be there. The focus can shift from broad to narrow and complex to concise but the value addition of the knowledge to the content is essential.

Conclusion

In the end, it can be easily concluded that the research design used can be any but the factors involved and the variables on which the research is dependent is highly responsible for the study that is conducted and the results that will be obtained. Whether qualitative or quantitative in nature, sample size and method must be appropriate and justified based on the nature of the study design.

The number of responses obtained can help in determining the statistical data and the qualitative design signifies the quality of the work done. Thus both the parameters go hand in hand but quality is still considered to be superior to the quantity of data evaluated.

Qualitative research is a systematic approach, which is used to describe the life experiences with a goal of gaining insight and explore the depth and richness whereas the quantitative research is a formal, objective and a systematic process which helps in obtaining information to test the relationships, describe and examine the cause and how different factors effect relations.

References

Alan Bryman (2006). Integrating qualitative and quantitative research: how is it done? Qualitative Research 6(1), p. 97-113. Available from: http://qrj.sagepub.com/content/6/1/97.short. [Accessed on July 4, 2015].

Joan Miquel Verd (2009-10). Qualitative Research Methods. PDF. Available from: http://www.upf.edu/dcpis/_pdf/2009-2010/programes_ccpp/QualitativeResearch10.pdf. [Accessed on July 4, 2015].

John W. Creswell (2014). Research Design: Qualitative, Quantitative, and Mixed Method Approaches. E-Book. Available from: https://books.google.co.in/books?hl=en&lr=&id=EbogAQAAQBAJ&oi=fnd&pg=PR1&dq=quantitative+and+qualitative+research+design+&ots=cadQnUNCw7&sig=gsDw7uO69uTajVs7kEVdTqc5u3E#v=onepage&q=quantitative%20and%20qualitative%20research%20design&f=false. [Accessed on July 4, 2015].

Lawrence Neuman. Social Research Methods: Quantitative and Qualitative Approaches. PDF. Available from: http://book-nerd.info/wp-content/uploads/pdfs/Social%20Research%20Methods%20Quantitative%20and%20Qualitative%20Approaches%206th%20Edition%20by%20W%20Lawrence%20Neuman%20-%20The%20Perfect%20Balance%20For%20New%20Researchers.pdf. [Accessed on July 4, 2015].

Norman K. Denzin (2009). The elephant in the living room: or extending the conversation about the politics of evidence. Qualitative Research. Available from: http://www.uk.sagepub.com/millsandbirks/study/Journal%20Articles/Qualitative%20Research-2009-Denzin-139-60.pdf. [Accessed on July 4, 2015].