Hlt 364 week 2 dq2

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School
Grand Canyon University **We aren't endorsed by this school
Course
HLT 364
Subject
Marketing
Date
Oct 22, 2023
Pages
2
Uploaded by DukeNeutron3855 on coursehero.com
Qualitative and quantitative research are two distinct approaches to research, each with its own methodologies, goals, and characteristics (NCBI bookshelf, 2023, October 16). Here's a comparison and contrast of these two research methods: Qualitative Research: 1. Nature of Data: Data Type: Qualitative research focuses on non-numeric data, such as words, narratives, images, and observations. Subjective: Qualitative research often deals with subjective and interpretive data, exploring the depth and nuances of human experiences. 2. Purpose: Exploratory: Qualitative research is typically exploratory and aims to understand phenomena in-depth. Hypothesis Generation: It is often used to generate hypotheses or theories that can be further examined through quantitative research. 3. Sample Size: Small Samples: Qualitative studies usually involve small sample sizes, as the emphasis is on depth rather than statistical representation. 4. Data Collection Methods: Interviews: In-depth interviews, focus groups, participant observation, and content analysis are common data collection methods. Quantitative Research: 1. Nature of Data: Data Type: Quantitative research deals with numeric data, measurable variables, and statistical analysis. Objective: It aims to provide objective, quantifiable information. 2. Purpose: Confirmatory: Quantitative research is often confirmatory, seeking to test hypotheses or theories. Statistical Analysis: It involves statistical analysis to establish relationships and patterns. 3. Sample Size: Large Samples: Quantitative studies typically require larger samples to ensure statistical significance and generalization. 4. Data Collection Methods: Surveys and Experiments: Surveys, experiments, structured observations, and content analysis are common data collection methods.
Qualitative research is characterized by its focus on non-numeric, subjective data, with the goal of understanding and interpreting the underlying meaning of phenomena. It often involves small samples and uses methods like interviews and content analysis (SurveyMonkey, 2023, October 15). Quantitative research, on the other hand, deals with numeric, objective data, aiming to test hypotheses and establish relationships using statistical analysis. It typically involves larger samples and uses methods such as surveys and experiments, with results that can be generalized to broader populations. Researchers choose between these two approaches based on the research objectives, the nature of the research questions, and the available resources.
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