2.

You have read some comparisons between Qualitative and Quantitative Research
methodologies.
Based on what you read, do the following:
a. Provide two critical differences between them. Provide one example each to bring
out thesedifferences. (200 words).
Qualitative and quantitative analysis are two fundamental methods of collecting and interpreting data
in research. The methods can be used independently or concurrently since they all have the same
[Link] have some errors, and so using them concurrently can compensate for the errors each
hasand then produce quality results.
What is quantitative analysis?
Quantitative analysis is often associated with numerical analysis where data is collected, classified,
andthen computed for certain findings using a set of statistical methods. Data is chosen randomly in
large samples and then analyzed. The advantage of quantitative analysis the findings can be applied in
a general population using research patterns developed in the sample. This is a shortcoming of
qualitative data analysis because of limited generalization of findings.
Quantitative analysis is more objective in nature. It seeks to understand the occurrence of events and
then describe them using statistical methods. Quantitative analysis normally leaves the random and
scarce events in research results whereas qualitative analysis considers [Link] analysis is
generally concerned with measurable quantities such as weight, length, temperature,speed, width, and
many more. The data can be expressed in a tabular form or any diagrammatic representation using
graphs or charts. Quantitative data can be classified as continuous or discrete, and it is often obtained
using surveys, observations, experiments or [Link] are, however, limitations in quantitative
analysis. For instance, it can be challenging to uncover relatively new concepts using quantitative
analysis and that is where qualitative analysis comes into the equation to find out “why” a certain
phenomenon occurs. That is why the methods are often used simultaneously.
What is a qualitative analysis?
Qualitative analysis is concerned with the analysis of data that cannot be quantified. This type of data is
about the understanding and insights into the properties and attributes of objects (participants).
Qualitative analysis can get a deeper understanding of “why” a certain phenomenon occurs. The
analysis can be used in conjunction with quantitative analysis or precede it.
Unlike with quantitative analysis that is restricted by certain classification rules or numbers, qualitative
data analysis can be wide ranged and multi-faceted. And it is subjective, descriptive, non-statistical and
exploratory in [Link] qualitative analysis seeks to get a deeper understanding, the researcher
must be well-rounded with whichever physical properties or attributes the study is based on.
Oftentimes, the researcher may have a relationship with the participants where their characteristics are
disclosed. In a quantitative analysis the characteristics of objects are often undisclosed. The typical data
analyzed qualitatively include color, gender, nationality, taste, appearance, and many more as long as
the data cannot be [Link] data is obtained using interviews or observations.
There are limitations in qualitative analysis. For instance, it cannot be used to generalize the
[Link] samples are used in an unstructured approach and they are non-representative of the
general population hence the method cannot be used to generalize the entire population. That is where
quantitative analysis into the factor.

b. Provide one strength and one weakness of Quantitative Research methodologies. Illustrate
your argument with an example EACH (200 words).
Quantitative method
Quantitative research is defined as a systematic investigation of phenomena by gathering quantifiable data and
performing statistical, mathematical, or computational techniques. Quantitative research collects information from
existing and potential customers using sampling methods and sending out online surveys, online polls,
questionnaires, etc., the results of which can be depicted in the form of numerical. After careful understanding of
these numbers to predict the future of a product or service and make changes accordingly.
An example of quantitative research is the survey conducted to understand the amount of time a doctor takes to
tend to a patient when the patient walks into the hospital. A patient satisfaction survey template can be
administered to ask questions like how much time did a doctor take to see a patient, how often does a patient walk
into a hospital, and other such questions.

METHOD ADVANTAGES DISADVANTAGES

 - Works in natural setting - Difficult to control variables
FIELD EXPERIMENTS - Larger scale research - Difficult to replicate the same
- Subjects are not influenced by the conditions of the study
observations of the experiments - Ethical problems can arise

- Used to study complex systems - Model building requires deep

STIMULATION - Compress a time frame, which allows to knowledge of the field
study the behavior of the system more - Time consuming and expensive
quickly - May require specialized hardware and
- "What-if" questions can be tested and software tools
answered

- Low development time - Reliability of data is very dependent on

SURVEYS - Cost-effective the quality of answers and on the survey'
- Easy data collection and analysis using structure
statistical methods - Rigidity of the structure
- Can reach high audiences - Don't capture emotions, behavior and
- High representativeness changes of emotions of respondents
- Not affected by the subjectivity of the
researcher

- A lot of information and different - No direct cause and effect can be

CORRELATIONAL STUDY domains can be explored inferred
- Degree of association between two - May lacks internal/external validity
variables can be easily calculated - Doesn't provide a conclusive reason
- No manipulation of behavior is required for the existence of a correlation
between two variables

- Several statistical tests and techniques can

MULTIVARIATE ANALYSIS be - Complex of the employed techniques
used - Requires the use of specialized
- A lot of information and different statistical software
domains
can be explored
- Technical rigor of the process

ADVANTAGE Example:
The quantitative findings are likely to be generalised to a whole population or a sub-population because it involves
the larger sample which is randomly selected (Carr, 1994). Besides sampling, data analysis is less time consuming
as it uses the statistical software such as SPSS (Connolly, 2007). Powers D. and Powers A. (2015), in their
research on TOEIC tests, contented that the study sample reflects the larger proportion (2300) of TOEIC test-
taking population which helps making the study truth-worthy. Then, quantitative research is to be based on
positivist paradigm of measuring variables (Kauber, 1986). A language proficiency assessment research, for
example, conducted by Carroll and Bailey (2016) shows that there are different variables such as EFL student and
non-EFL students, and tests in four sub-domains: speaking, writing, reading, and listening. It is also noticed in
another study of second language fluency by Préfontaine, Kormos and Johnson (2016) that various variables were
used such as class variables: beginning, intermediate and advanced; native speaker variables: British, American,
and Canadian

DISADVANTAGE EXAMPLE:
it has tendencies of taking a snapshot of a phenomenon: It measures variables at a specific moment in time, and
disregards whether the photograph happened to catch one looking one’s best or looking unusually disarranged
(Schofield, 2007), for example, the study of Fidalgo, Alavi and Amirian (2014) engaged a larger number of
participants (400) to show the testing statistical significance. Therefore, it has not been possible to take
information deeply; rather, it has given the overall picture of the variables. Then, Hammersley (2007) pointed out
that the criticism of unresolved problems in “positivist” research is also apparent, such as-the difficulties of
measuring of educational significance. The importance of English language test, for instance, for an immigrant in
order to be settled in the UK may not be possible to measure objectively.

C. Provide one strength and one weakness of Qualitative Research methodologies. Illustrate your argument
with an example EACH (200 words).
ADVANTAGE
 Qualitative research provides valuable data for use in the design of a product including data about user needs,
behaviour patterns, use cases, characteristics that quantitative studies cannot match.
I. It describes the qualities or characteristics of the something 
II. It can be achieved through an encoding process.
Example:
This research aims to find out what primary school teachers think about the educational value of ‘The Teletubbies’
television programme. This researcher is interested in attitude and opinion. She thinks about running a series of
semi-structured interviews with a small sample of primary school teachers. However, the researcher is concerned
that some of the teachers may not have seen the programme and might be unable to comment, or might comment
purely on ‘hearsay’. So she decides to gather together a group of teachers and show them one episode of The Tele
tubbies. Then she discusses the programme with the teachers in a focus group setting. This method works well and
the researcher decides to hold five more focus groups with other primary school teachers.
DISADVANTAGE
 Qualitative data analysis is a very personal process.
i. Ask two researchers to analyse a transcript and they will probably come up with very different results. Only
comparisons are possible, and that tends to create data duplication over time. If statistical data is required,
qualitative research is not the form of research that should be used.
Example:
In her research on students’ attitudes towards alcohol, Tina, from her own experience, felt that money, social life,
halls of residence and campus bars would all be significant. She assigned code numbers to these issues and then
went through each transcript, writing the code number above the relevant section when any of these issues were
mentioned. Sure enough, they did appear to be important and were discussed in every interview, even with non-
students. However, she also found that many other issues were being discussed which she had not thought about
previously, such as peer pressure and distance from home. As each new issue was mentioned, she ascribed another
code and went back to previous transcripts to see if it had arisen but had been missed during the initial analysis.
Although she had to return to the transcripts many times, this meant that by the end of the process Tina had
completed a thorough analysis of her data.