Qualitative and Quantitative Research Design

Write 7 pages with APA style on Differences between Qualitative and Quantitative Research Design. The paper will firstly provide a brief of the two methods following which a comparison of the two methods is discussed taking into account the academic and management researches.Qualitative research is also referred to as phenomenal research. Phenomenological research is based on the word phenomenon refers to a fact that has occurred or happened or an event that has been witnessed. The main aim here in this research method is to focus on “understanding the human behaviour from the participant’s own frame of reference” (Collis & Hussey, 2003, p. 53). This approach and method are used with an aim of investigating an event and to carry out separate research to “construct new theory to explain the phenomenon” (Collis & Hussey, 2003, pp. 56-57). Also, the researchers can use existing theories to analyze an event and to develop research. One of the main qualities of this research is the focus and aim of finding the quality and depth of data more than the quantity (Malhotra, 1999). As Collis & Hussey explain, qualitative research as the name suggests is based “on the quality and depth of data” (Collis & Hussey, 2003, pp. 56-57).This research method takes into account the details and views of an expert in the field or even the general public and the research takes into account an in-depth view of the behavioural patterns of people (Jobber, 2009). The main aim is to identify and analyze the reasons for behavioural aspects and also to analyze for trends that might be displayed. Here this approach permits a chance to get a view on ‘who or how’ of decision making rather than the ‘what, when, where’ aspects which is generally provided by quantitative researches (Halai, 2006).The qualitative research tends to provide a chance for the development of rich and intensive data which although might be based on a small number of people.

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