Qualitative And Quantitative Research

Introduction

The quantitative and qualitative approaches should not be understood as in one research is used only quantitative method, but in another one is used only the qualitative method. Both approaches represent certain systems of outlooks, within which ideas of cognitive functions of methods and priorities of its relevance for scientific research are formed. When you decide which model to choose, it is important to have the idea of what the main goal of collecting the information is.

On the one hand, the qualitative approach is a research method in which the researcher has an active role in interacting with the participators or object he or she wishes to study. In other words, qualitative research is a method which creates verbal summaries

For the last decades, this experience experience was gained all over the world.

In this research I investigate the key differences between qualitative and quantitative researches as well as the reliability and validity of both methods.

Qualitative research

The qualitative research is commonly used when researcher needs to get consumer’s opinion or feeling about a product or service. The reason for that is simple as using this method you it is possible to get subjective data. It’s a good start especially when there is no need for mathematical data that must be gathered. Usually this approach researcher studies and measures the following data:

• Talent;

• Experience;

•

For example, it can be very expensive to perform this research; it can also be very hard to rely on one-on-one interviewing as well as on lots of customer’s surveys. Moreover, it is impossible to prove the collected information objectively as it completely based on subjective information like emotions and perceptions. In other words, such type of data cannot be verified as there is no tight answer when researcher analyzes the gathered data - it is always just someone’s opinion.

Example of a qualitative research.

Company XYZ wishes to study and measure the efficacy of its training program. In order to do that research it decides to perform the survey for the employees who have joined the company more than 7 months ago and also taken the program, and then analyze the collected data. The simple survey consisted of the following questions:

• Do you the training program? Why or Why not?

• Do you think that training program is properly explained? Why or Why not?

• Do you feel that the instructor’s behaviour is appropriate during while explaining all of the information?

• What do you like and find interesting during the