QUALITATIVE VERSUS QUANTITATIVE RESEARCH

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QUALITATIVE VERSUS QUANTITATIVE RESEARCH

By | October 2013
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QUALITATIVE VERSUS QUANTITATIVE RESEARCH

Qualitative and quantitative methods of user research play important roles in product development. Data from quantitative research—such as market size, demographics, and user preferences—provides important information for business decisions. Qualitative research provides valuable data for use in the design of a product—including data about user needs, behavior patterns, and use cases. Each of these approaches has strengths and weaknesses, and each can benefit from our combining them with one another. Qualitative Research is used to understand and interpret social interactions were as using Quantitative Research hypotheses are tested, cause and effect is looked at and predictions are made. For qualitative analysis, small nonrandom groups are used to collect data like Words, images, or objects were as for quantitative research a large randomly selected group is used to collect data that is Numbers and statistics. Qualitative data is collected using open- ended responses, interviews, participant observations, field notes, & reflections were as Quantitative is collected by precise measurements using structured & validated data-collection instruments. For qualitative research, Subjectivity is expected were as for qualitative research Objectivity is critical. Results of Qualitative Research are Particular or specialized findings that are less generalizable were as Quantitative Research results are Generalizable findings that can be applied to other populations. Qualitative research is by definition exploratory, and it is used when we don’t know what to expect, to define the problem or develop an approach to the problem. It’s also used to go deeper into issues of interest and explore nuances related to the problem at hand. Common data collection methods used in qualitative research are focus groups, triads, dyads, in-depth interviews, uninterrupted observation, bulletin boards, and ethnographic participation/observation....

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