Practical Research 1

Quantitative and
Qualitative Research
Objectives:
1. differentiate
quantitative from
qualitative research;
and
2. provide examples of
qualitative research in
areas of interest.
Contact
the period when the researcher
time
interacts with the research subjects or
participants to obtain relevant
information.
hypothesis
a statement usually predicting the
relationship between variables that can
be tested by scientific research.
outlier
a statistical observation in a set of data that is
inconsistent with the majority of the data

output
replicability
capable of repetition, imitation or
reproduction
research
a measurement tool designed to obtain,
instrument
measure
and analyze data from research subjects
around
samplethe research topic
size
the number of subjects to be taken from
the target
population of the study
trend
an assumed development in the future
that will have a long-term and lasting
effect; prevailing style or preference
validity
the functional quality of research
instrument on obtaining data and
producing results based on the purpose
of the study
variable
any characteristic that can have different
values or traits that may vary across
research participants
The following table cited by Cristobal & Cristobal (2017)
from the Social Science Research Extension Institute
(SSREI), University of the Philippines (UP)-Baguio (2009).
Here is a simple example on how you can apply two methods differently on the
same research question, “How satisfied are students with their studies?”
 “What is Qualitative Research” by Alasuutari (2011) to be
deeply acquainted with quantitative and qualitative
research based on different categories.
Compare and contrast the two broad
categories of research by using the
Venn diagram below. Write the
distinctive characteristics of
quantitative research in the left circle
and qualitative research in the right
circle. Write your output on your
notebook.
Assignment: (5 Research)
 Kinds of Qualitative Research

Phenomenolo Ethnography
gy
Grounded theory Case study

Historical Narrative
 Kinds of Qualitative Research
Examples:
Phenomenology o A researcher aims to determine
It is the study of the challenges and coping
how people give mechanisms of senior high school
meaning to their
working students in the second
experiences, like the
death of loved ones, district of Bataan.
care for the people,
and friendliness of o A researcher aims to explain the
the people. lived experiences of the COVID-19
survivors in the province of
 Kinds of Qualitative Research
Examples:
Ethnography
o A researcher seeks to determine
It is understanding of the cultural practices and
how a particular
cultural group goes healthcare beliefs of the ethnic
about their daily lives group living in Bataan province.
which includes their
organizational set-up, o A researcher seeks to
internal operations,
characterize the survival
and lifestyle.
strategies of families in an urban
 Kinds of Qualitative Research
Examples:
Grounded theory
o A researcher attempts to
This occurs when a
conceptualize the breast cancer
researcher discovers
a new theory based
survivorship process among
on the data Bataeños.
collected. It is a
research o A researcher attempts to
methodology for
generate a theory of defense
discovering theory
in a substantive mechanisms of students who
 Kinds of Qualitative Research
Case study Examples:
This study involves an
investigation of a o A researcher aims to explain the
person, group, causes of the reading difficulty of
organization, or
situation for a long
a grade 5 struggling reader.
period of time to
explain why such things
o A researcher aims to describe
occur to the subject
under study. Some the language challenges of
examples of this type of hearing-impaired students in a
study are the fields of
social care, nursing, SPED class.
 Kinds of Qualitative Research
Case study Examples:
This study involves an o A researcher aims to explain the
investigation of a
person, group, causes of the reading difficulty of
organization, or a grade 5 struggling reader.
situation for a long
period of time to
explain why such things o A researcher aims to describe
occur to the subject
the language challenges of
under study. Some
examples of this type of hearing-impaired students in a
study are the fields of SPED class.
social care, nursing,
 Kinds of Qualitative Research
Examples:
Historical
This qualitative research
kind is concerned with o A researcher attempts to
the identification,
explore the nature and context of
evaluation, and synthesis
of past event data. the political leadership of Bataan
Further, it aims to governors.
understand present
patterns and to
anticipate future choices o A researcher seeks to explore
through clearly relating
the past event data
the development in the courtship
which are obtained from letter writing style among
 Kinds of Qualitative Research
Narrative Examples:
Life accounts of o A researcher seeks to
individuals based on
their personal characterize the struggles faced
experiences are by student-athletes.
typically obtained and
analyzed in the conduct
of this kind of o A researcher seeks to describe
qualitative research.
the daily teaching experiences of
Narrative research millennial teachers in the Schools
focuses merely on the Division of Bataan.
nature of the story told
 Difference Between Narrative and
Phenomenological Research
The narrative research primary objective of the study is
to extract meaningful context based on the documented
experiences. Unlike phenomenological research which
focuses on describing and explaining a phenomenon
through the lived experiences of the participants,
narrative research focuses merely on the nature of the
story told by the participants. Hence, phenomenological
research may use narrative, but narrative research does
not necessarily need phenomenological. Discourse
Characteristics and Uses of Qualitative
Research
• Qualitative research takes place in a
natural setting like home, school,
institution, or community. Researchers
gain actual experiences of the research
participants.
• It focuses on participants’ perceptions
and experiences (Franenkel and Wallen,
Characteristics and Uses of Qualitative
Research
• Researchers are sensitive to
participants’ needs and participants are
actively engaged in the process.
• Data are collected through observation,
interviews, documents, e-mails, blogs,
videos, etc.
• It may result in changes in research
Characteristics and Uses of Qualitative
Research
• It is a process of describing a situation,
analyzing data for themes or categories,
and making interpretations or drawing
conclusions.
• It may be subjected to the researcher’s
personal interpretation..
• The researchers, as a primary instrument
in data collection, view social phenomena
 Strengths of Qualitative Research
1. Issues can be analyzed through
detailed and deep examination.
2. Interviews are not being delimited to
specific questions and can be
guided/redirected by the researcher
along the process.
3. The research framework and
direction can be easily revised as new
 Weaknesses of Qualitative Research

1. Research quality is heavily

dependent on the researcher’s skills
and may be influenced by the
researcher's outlooks.
2. The volume of data makes analysis
and interpretation time-consuming.
3. It is sometimes hard to prove.
 Weaknesses of Qualitative Research

4. The researcher's presence during data

gathering, which is often unavoidable in
qualitative research, can affect the
subjects' attitudes towards the process.
5. Issues of anonymity and confidentiality
can bring/result in problems when
presenting findings.
6. Findings can be more difficult and take
 Importance of Qualitative Research
across Different Fields
Qualitative Research in Education
Green and Bloome (1997)
Ethnography of education seeks to understand what counts as
education for members of a particular group while ethnography in
education studies about social and cultural dynamics of a school or
classroom. An example is how teaching styles match the learning
styles of students. They concluded that ethnographic practice-like
any set of social and cultural practices? are ways that people in a
certain place react to each other to pursue an agenda: including
research agenda, educational agenda, and social, cultural, and
instructional change agenda. An example of this study is how
students react to the evaluation of their academic performance.
Qualitative Research in Technical Communication

Qualitative research can also be used in studying the

effective use of technology in the workplace to ensure a
smooth flow of communication. This can be conducted
using focus groups. Technical communications under
study can be in the forms of e-mail, fax messaging, video
and voice conferencing, intranet and extranet, jargon,
and graphics. The advancement in technical
communication is a product of exploration using
qualitative research
Qualitative Research in Psychology

According to Braun and Clarke (2013), the qualitative

research paradigm in psychology has been emerging since
the second half of the nineteenth century. Psychology has
been strongly shaped by the behavioral and cognitive
traditions within which psychology should seek to
understand and determine an observable, objective
psychological reality. An example of this is, psychologists
seek to understand why some students lack the motivation
to go to school and why some students resort to bullying
and the like. Understanding the psychological processes
Qualitative Research in Advertising

Morrison et al. say that great advertising comes along

from an understanding of consumer’s wants and needs.
Further, they say that qualitative research approaches, or
methods useful in advertising have been used by
advertising researchers. The stated connection of
understanding the connection between advertising and
consumers’ preferences can be explained through
qualitative research.
Qualitative Research in Social Work

Conducting research under social work means studying

people’s experiences especially what they found traumatic and
painful. This can be done by analyzing interview data and
narratives which has four broad categories:
1. Knowledge-direct remembering and reliving, with complete
details of the events
2. Awareness of mental process: awareness of emotions and of
cognitive processes
3. Awareness of identity- awareness of values and the
construction of personal characteristics of each partner and of
the couple as a unit
Qualitative Research in Marketing

Historically, qualitative research in marketing is influenced

by social research and has embedded projective devices
within the approach of in-depth interview. The more modern
qualitative marketing studies use the grounded theory
approach. For example, Flint, Woodruff, and Guardial (2002,
as cited in Belk, 20016) studied customers at different levels
in US automobile manufacturing. Thus, by thorough
investigation through research, marketing strategies are
improved for better return of investment.
Qualitative Research in International Business

Business establishments use methods like participant

observation, content analysis focus groups, narrative
interviews, and “hidden” methods such as archival research
(Marschan, Pekkari & Welch, 2004). In this manner, business
establishments can collect reliable information and come to a
decision of improving their ways and processes.