One of the most important decisions a researcher must make is whether to use qualitative or quantitative research and it’s rarely an easy one. To clarify this discussion we collected viewpoints from professors, examiners and research supervisors. Their observations show that methodology should never be a one-size-fits-all choice but rather a calculated one influenced by the context, the goals of the study and even the researcher’s personal strengths.
The method is determined by the research question. Qualitative research is the best if you want subjective information. Quantitative research is the best option if you want unbiased data. Quantitative approaches are more appropriate for quantifiable empirical analysis whereas qualitative research is superior in examining social constructs and human behaviour. For instance, qualitative interviews may be used to gain profound insights when investigating cultural values in customer service and then quantitative surveys may be used to statistically validate the results.
Practical limitations like time and resources are another important factor. Respondents provided helpful guidance. If it comes to a project with a deadline (e.g. 3. Choose QUANT if you want to finish your assignment (term paper, thesis, dissertation) and continue your academic journey. The speed is faster. But they also warn that qualitative approaches are essential for comprehending complex human experiences or decision-making processes. Respondents also adds a financial component implying that cost may play a role in the decision—in certain cases a qualitative pilot study may be more practical before committing to extensive quantitative research.
The argument also touches on the rigor and bias of researchers. Because they believe quantitative research is more objective, some scholars support it claiming that qualitative approaches are more susceptible to subjective interpretation. However one respondent question this division by offering a first-hand account of a situation in which a mixed-methods approach was crucial. They conducted in-depth interviews as part of their study on small businesses close to a university in order to uncover hidden challenges that a survey alone could never expose. They think, “We would have missed some pretty important things if we had just thrown a survey at the problem”.
Fascinatingly, a number of respondents support mixed methods which combine the breadth of quantitative analysis with the depth of qualitative investigation. The effectiveness of this strategy is demonstrated by as a two-stage study which used qualitative methods to identify cultural values and quantitative methods to determine their prevalence. The data from the qualitative content analysis of farm advertisements was subsequently subjected to logistic regression for quantitative analysis. The problem should determine the methodology you caution against imposing a preferred approach on a research question that is incompatible with it.
In the end respondents agrees that there is no “better” method—only the right method for your specific goals. While seasoned academicians emphasize flexibility, novice researchers are advised to obtain early guidance from supervisors and textbooks. Any methodology—qualitative, quantitative or mixed—must be in line with the projects practical requirements, the researchers abilities and the goals of the study.
The lesson for students who are having trouble making this choice is to begin by considering the “why” behind your research. Follow the questions rather than your preconceptions. And keep in mind that both approaches are merely tools in your scholarly toolbox. Just as the best carpenters know when to use each one so do the best researchers.
Need help designing your research methodology? At Scholar Solutions, we guide students in selecting and executing the right approach—whether qualitative, quantitative, or mixed methods. Contact us today to discuss your project!
