Grade 9 Quarter 2 Research

Characteristics, Strengths and

Weaknesses, and Types of Qualitative
Research

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What is Qualitative Research?
When we talk about our world views, we usually can not measure this since it’s not in a quantity. Besides that,
it’s more of a view or a perspective and technically not the standard. However, we may gather these views and calculate
the people who have the same perspective. Obtaining world knowledge in this manner directs us to do a research called
Qualitative Research. This is a research type that puts high value on the views, perception, and opinions of people.
A qualitative research can also be subjective, especially if you are trying to prove a point as a researcher. In a
qualitative research the reality is conditioned by society and people’s intentions are involved for cause-effect
relationships. Let’s have a dose on the characteristics of this type of research. Take a look at the infographics on the
next page.
Advantages/Strengths of Qualitative Research

1. It adopts a naturalistic approach to its subject matter. The subjects of the research will base it to what they think
is
meaningful.
2. It promotes an understanding of human behavior.
3. It is instrumental for positive societal change.
4. It revives the value of respecting people’s individuality.
5. It is a way to interpret social interactions.
6. It increases the researcher’s interest since it involves his attachment to the subject.
7. It offers multiple ways or methods to conduct a study.
Disadvantages/Weaknesses of Qualitative Research
1. It involves the researcher’s subjectivity.
2. It is hard to know the validity or reliability of the data.
3. Its open-ended questions yield “data overload” that requires long-term analysis.
4. It is time-consuming.
5. It involves several processes, which results greatly depend on the researcher’s interpretation.

Keep in mind that most things have their own pros and cons. It doesn’t mean that they are ineffective.
 It was mentioned that one of the characteristics of a qualitative research is that you can go on with
multiple methods and procedures to do it. Let’s have a look at the types of qualitative research.

Types of Qualitative
Research
Phenomenological Method
Describing how any one participant experiences a specific event is the goal of the
phenomenological method of research. This method utilizes interviews, observation and surveys to gather
information from subjects. Phenomenology is highly concerned with how participants feel about things
during an event or activity. Businesses use this method to develop processes to help sales representatives
effectively close sales using styles that fit their personality.

Phenomenological Method
The ethnographic model is one of the most popular and widely recognized methods of qualitative
research; it immerses subjects in a culture that is unfamiliar to them. The goal is to learn and describe the
culture's characteristics much the same way anthropologists observe the cultural challenges and motivations
that drive a group. This method often immerses the researcher as a subject for extended periods of time. In a
business model, ethnography is central to understanding customers. Testing products personally or in beta
groups before releasing them to the public is an example of ethnographic research.
Grounded Theory Method
The grounded theory method tries to explain why a course of action evolved the way it did. Grounded theory
looks at large subject numbers. Theoretical models are developed based on existing data in existing modes of genetic,
biological or psychological science. Businesses use grounded theory when conducting user or satisfaction surveys that
target why consumers use company products or services. This data helps companies maintain customer satisfaction
and loyalty.

Case Study Model

Unlike grounded theory, the case study model provides an in-depth look at one test subject. The subject can be a
person or family, business or organization, or a town or city. Data is collected from various sources and compiled using
the details to create a bigger conclusion. Businesses often use case studies when marketing to new clients to show
how their business solutions solve a problem for the subject.
Case Study Model
Unlike grounded theory, the case study model provides an in-depth look at one test subject. The subject can be a
person or family, business or organization, or a town or city. Data is collected from various sources and compiled using
the details to create a bigger conclusion. Businesses often use case studies when marketing to new clients to show
how their business solutions solve a problem for the subject.
The Market Research

Market research is any organized effort to gather information about target markets or customers. Market
research provides important information to identify and analyze customer satisfaction, the market need, market size
and competition. Market research, which includes social and opinion research, is the systematic gathering and
interpretation of information about individuals or organizations using statistical and analytical methods and
techniques of the applied social sciences to gain insight or support decision making.

Feasibility Study

A feasibility study is an analysis of the ability to complete a project successfully, taking into account legal,
economic, technical, scheduling, marketing, environmental and other factors. Rather than just diving into a project
and hoping for the best, a feasibility study allows project managers to investigate the possible negative and
positive outcomes of a project before investing too much time and money.
Which Fields Use Quantitative Research?

Quantitative research is the type of research that is widely used in the natural, mathematical and
social sciences.
Natural science is concerned with the description, prediction and understanding of natural
phenomena, based on observational and empirical evidence. Under natural science, we find life science
(or biological science) and physical science. Under physical science, we have physics, space science,
chemistry and Earth science.
The mathematical sciences are areas of study that includes mathematics as the main field or sub-
field like statistics, some areas of physics, biometrics, Computer science, computational science,
population genetics, operations research, cryptology, econometrics, theoretical physics, actuarial science
and much more.
Example of Fields/Discipline Using Quantitative Research

Example 1
In the business field, for example, quantitative research is used to populate statistics from a
high-volume sample size to gain statistically valid results in customer insight. Generally, quantitative
customer research incorporates a survey-based approach to gain feedback in relation to a population’s
ideas and opinions. Data from quantitative research – such as market size, demographics and user
preferences – provides important information for business decisions. (Demetrius & McClain, 2012)

Example 2
In finance, quantitative research into the stock markets is used to develop models to price
complex trades and develop algorithms, to exploit investment hypotheses, as seen in quantitative hedge
funds and Trading Strategy Indices.

Example 3
In Medicine, an experiment in which group x was given two tablets of aspirin a day and group y
was given two tablets of a placebo a day where each participant is randomly assigned to one ore other
of the groups. The numerical factors such as two tablets, percent of elements and the time of waiting
make the situations and results quantitative.
Example 4
In hospital service, a survey that concludes that the average patient has to wait two hours in the
waiting room of a certain doctor before being selected.

Example 5
For example, a researcher may want to determine the link between income and whether or not
families have health insurance. This is a question that asks “how many” and seeks to confirm a
hypothesis. The methods will be highly structured and consistent during data collection, most likely
using a questionnaire with closed-ended questions. The results will provide numerical data that can be
analyzed statistically as the researcher looks for a correlation between income and health insurance.
Quantitative methodology would best apply to this research problem. A quantitative approach allows
the researcher to examine the relationship between the two variables of income and health insurance.
The data can be used to look for cause and effect relationships and therefore, can be used to make
predictions. (Grand Canyon University, Center for Innovation in Research and Teaching, 2017)
Activity 1: It’s a Match!

A. Directions: Read and analyze the following. Match Column A with Column B.

Column A Column B

1. This research design is an analysis of a. Experimental Method

the ability to complete a project
successfully. b. Feasibility Study

2. It describes the phenomena being c. Historical Research

studied.
d. Descriptive Method
3. In this kind of research, the
researcher manipulates one or more e. Correlational Research
variables and observe the impact on
other variables.

4. This design determines the relations

among two or more variables.
Activity 2: I Need to Understand

A. Directions: Decide on what type of research you would do to gather data to solve the following problems:

Situations/Problems Type of Research

1. if makahiya leaf has an antibiotic effect
2. if the customers are satisfied with the services of a food chain
3. which is a better teaching strategy, the case study method or the
demonstration method
4. labor demand analysis for the next five years
5. life among folks before the volcanic eruption around Mt. Pinatubo
6. if the color of lipstick determines a woman’s decision-making process
7. if garlic is better antibiotic than penicillin
8. if salaries and benefits contribute to job satisfaction
9. if smoking affects the level of anxiety
10. if the marketing strategies of schools contribute to the increase in
the number of enrollees
Activity 3: Pair Up!

A. Directions: Read the following research topics and answer by writing the field of inquiry/interest to which
it belongs to. Choose from the choices inside the box below.

A. Crime and Law C. Business E. Health and Medicine

B. Psychology D. Media and Communications

_____1. Exercise and Fitness

_____2. Franchising
_____3. Online Retailing
_____4. Drug Legalization
_____5. Social Media
_____6. Intelligence Tests