Qualitative and Quantitative Approach in Research

What are the features associated with the qualitative and quantitative approach in research?

Qualitative research focuses on in-depth understanding of human behavior and the reasons that govern human behavior. It involves analysis of data such as words, pictures, or objects. It seeks to investigate the “why” and “how”, not just what, where, and when.  This approach is done systematically as quantitative approach, but it tends to be subjective, not generalize, and use words instead of numbers. I think one of the researcher’s tasks is to be objective during the entire process of research and to uncover reality without contaminating it in any way. However, in qualitative research, individuals’ interpretation of events is important, so the duty of the researcher is to be impartial to the outcome of research and to operate in an unbiased way as possible. An example where qualitative research can be used is in textual analysis.

On the other hand, quantitative research involves analysis of numerical data to obtain information.  Some of the features of quantitative research are objectivity, highly generalized and use of numbers. Researcher knows in advance what he/she looking for. Researcher tends to remain objectively separated from the subject matter of research.  In this approach, all aspects of the study are carefully designed before data is collected. Additionally, one of its features is objectivity. Researchers can use precise measurement and analysis of target concepts such as surveys and questionnaires. Some of the types of quantitative research include descriptive and experimental research.