Qualitative Versus Quantitative Research

Qualitative Versus Quantitative Research Comparison Dimension Qualitative Research Quantitative Research Types of questions Sample size Information per respondent Administration Type of analysis Hardware Ability to replicate Training of the researcher Type of research Probing Small Much Requires interviewer with special skills Subjective, Interpretive Tape recorders, projection devices, videos, pictures, discussion guides Low Psychology, sociology, social psychology, consumer behavior, marketing, marketing research Exploratory Nonprobing Large Varies Fewer special skills required Statistical, summarization Questionnaires, computers, printouts High Statistics, decision models, decision support systems, computer programming, marketing, marketing research Descriptive or causal

• ideas by importance
• completion techniques construction techniques
• unstructured discussion
• quantitative techniques
• observation observation
• observation to observation
• focus groups
• moderator
• ideas
• group