Research methods

Broadly the social sciences and business typically distinguish between qualitative and quantitative research. In fact, much contemporary research uses both qualitative and quantitative methods together. First let us define our terms:

Quantitative research is concerned with measurement using numbers that are capable of being analysed in a controlled manner according to criteria identified in advance.

Qualitative research is concerned with meaning usually associated with words, and typically allows for the development of theory and use of intuition.

Most attempts to define these terms use one to define the other. So, quantitative method draws on humanistic research techniques, which are distinguished from quantitative research, which uses formal or mathematical models.

However, most informed investigators now see the relevance of both approaches. Start with a qualitative, theory developing approach, and when understanding is well enough developed, begin to put numbers to the ideas. Consider an extreme example, a physics student who is also a Star Trek fan (a Trekie) who may wish to explore the possibilities of faster than light space travel (at 'warp' speed). What better place to start, after reviewing the literature, than with a survey of leading physicists' views on the principle of warp speed and how it may be achieved? They may even be asked what experiments could (dis) prove the feasibility? From these qualitative data (although some statistical analysis may be possible) a quantitative laboratory experiment could be developed.

If broad issues are researched qualitatively, hypotheses can be developed and tested and analysed statistically. For a student project it is often infeasible to do both aspects, and it is frequently only practical to take one aspect. Hence, if the field is not well developed it may be possible to undertake qualitative work and to conclude the dissertation with a recommendation as to what quantitative work can follow. Otherwise a dissertation researcher may choose to build on preceding qualitative or quantitative studies with further quantitative research.

Just so that we are sure of the distinction:

Qualitative research is concerned with attributes that are not measured on a number based or statistical system, but rely on language or experienced senses.

Quantitative research is concerned with measurable variables and is susceptible to statistical analysis.

Although many students seem to be shy of statistics, it is our view that quantitative research is actually easier as numerical evidence can appear to be clearer than qualitative data, and the informed use of statistical procedures is generally less open to debate than qualitative techniques. That does not mean that we believe that one research approach is actually better than the other.