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Qualitative vs Quantitative Data Collection

Qualitative Data Collection:

Focus: Understanding meanings, attitudes, behaviors, and experiences.

Methods: interviews, focus groups, diaries, participant observation.

Characteristics:

  • Data is descriptive (words, stories).
  • Explores the “why” and “how” of decision-making.
  • Provides in-depth and detailed insights.
  • Less structured, flexible, open-ended.
  • Harder to analyze (subjective interpretation).
  • Examples: Interview transcripts, narratives, themes from focus groups.

Advantages:

  • Rich, detailed data.
  • Useful for exploratory research.
  • Flexible approach to discover unexpected findings.

Disadvantages:

  • Time-consuming.
  • Difficult to quantify.
  • Harder to generalize findings.


Quantitative Data Collection:

Focus: Measuring variables and analyzing them numerically.

Methods: Surveys, structured interviews, experiments, questionnaires.

Characteristics:

  • Data is numeric (statistics, percentages).
  • Focuses on the “what,” “where,” “when,” and “how much.”
  • Structured, precise measurements.
  • Easier to analyze statistically.
  • Examples: Survey results, statistical data, numerical scores.

Advantages:

  • Easier to generalize findings to larger populations.
  • Allows for statistical analysis.
  • Efficient for large sample sizes.

Disadvantages:

  • Lacks depth in understanding underlying reasons.
  • Can miss important qualitative insights.


AspectQualitativeQuantitative
Nature of DataDescriptive (words, themes)Numerical (numbers, statistics)
FocusUnderstanding meanings, attitudes, and behaviorsMeasuring variables and relationships
MethodsInterviews, focus groups, diaries, observationsSurveys, structured interviews, experiments, questionnaires
ApproachFlexible, open-ended, less structuredStructured, closed-ended, rigid
PurposeExplore the “why” and “how”Measure the “what,” “how much,” and “where”
AnalysisSubjective interpretation (thematic analysis)Objective, statistical analysis
Data FormWords, stories, narrativesNumbers, percentages, statistics
Sample SizeUsually small, in-depth focusUsually large, representative of population
AdvantagesRich, detailed insights; flexible for exploratory researchEasy to generalize; allows for statistical analysis
DisadvantagesTime-consuming, difficult to quantify, hard to generalizeLacks depth, may overlook context or underlying reasons
ExamplesInterview transcripts, focus group discussionsSurvey results, numerical scores, experimental data

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