Qualitative Research Objective / purpose reasons and motivations + To provide insights into the setting of a problem, generating ideas and/or . hypotheses for later quantitative research + To uncover prevalent trends in thought and opinion sample quota, Data collection discussions. Data analysis Non-statistica. + To gain an understanding of underlying Usually 2 small number of non-representative cases. Respondents selected to fulfl a given Unstructured or semi-structured techniques eg, individual depth interviews or group ‘Quantitative Research + To quantity data and generalize results from a sample to the population of interest ‘To measure the incidence of various views and opinions in a chosen sample + Sometimes followed by qualitative research which is used to explore some findings further Usually a large number of cases representing the population of interest. Randomly selected respondents. Structured techniques such as online ‘questionnaires, on-street or telephone Interviews. Statistical data is usually inthe form of tabulations (tabs) Findings are conclusive and usually descrintive in nature Not conclusive and cannot be used to make generalizations about the population of interest. Develop an intial understanding and ‘sound hase for further decision making ethic fru rape, ide interns, ae revau of docamants Fr bypes themes ever, caged teres & cents anaes fread dente ‘Primarily indie recess used formule theory or hypeteaes| ‘Primary sete process wed to tet pre-pecifedconeps contacts, end Fapthess tt meke up 2 ear es che deci ctl non ron he at en of ore objective: provides ober effects (erred remerchaa) of = program bn problem or cenaoon ere inom foatin ona fw eae esnips bres of infraton sro rpa nar nese ce espnge options Tosca ene ae aed forsee (an vai and reader gely cepa on ll andar he researcher Gn vi an ra Tangy opts ne meaner ame rine pander ight the planning ead Pani auring the anal pase ime expander cn fe planing pase and ghar en the ara haseQualitative Research is primarily exploratory research. It is used to gain an inderstanding of underlying reasons, opinions, and motivations. It provides nsights into the problem or helps to develop ideas or hypotheses for poten juantitative research. Qualitative Research is also used to uncover trends in hought and opinions, and dive deeper into the problem. Qualitative data collection methods vary using unstructured or semi-structured techniques. some common methods include focus groups (group discussions), individue nterviews, and participation/observations. The sample size is typically small ind respondents are selected to fulfill a given quota. Quantitative Research is used to quantify the problem by way of generating aumerical data or data that can be transformed into useable statistics. It is © quantify attitudes, opinions, behaviors, and other defined variables - and seneralize results from a larger sample population. Quantitative Research u neasurable data to formulate facts and uncover patterns in research. Quantitative data collection methods are much more structured than Qualitative data collection methods. Quantitative data collection methods nclude various forms of surveys - online surveys, paper surveys, mobile surveys and kiosk surveys, face-to-face interviews, telephone interviews, ongitudinal studies, website interceptors, online polls, and systematic observations.