Qualitative researchers study things in their natural settings, attempting to make sense of, or to interpret, phenomena in terms of the meanings people bring to them (Denzin 1994). Qualitative research is intended to penetrate to the deeper significance that the subject of the research ascribes to the topic being researched.
s conclusive in its purpose as it tries to quantify the problem and understand how prevalent it is by looking for projectable results to a larger population. Here we collect data through surveys (online, phone, paper), audits, points of purchase (purchase transactions), and click-streams
Characteristics of Quantitative Research
• It is usually based upon numerical measurements and thus tends to use numbers and statistical methods as key research indicators and tools.
• It tends to be associated with analysis.
• It tends to be associated with large-scale studies and with a specific focus, often condensing information from a large number of specific occurrences to search for general description or to investigate causal hypotheses.
• It tends to be associated with researcher detachment, producing 'objective' numerical data that is independent of the researcher; it is a very controlled, exact approach to research.
• It tends to be associated with pre-determined research design, using measurements and analyses in a systematic and logically ordered fashion that may be replicated relatively easily by other researchers.
• Validity and reliability can be measured numerically using statistical tests.
• A common perception of quantitative research is that the emphasis is on proof rather than discovery.
• There are three primary types of quantitative research designs:
o descriptive and correlational.
The key features of qualitative research are that:
• It is not based upon numerical...