M1 - Learner Manual

Data collection methods can be either qualitative or quantitative. For example, in surveys, observations or case studies, your data can be represented as numbers (e.g. using rating scales or counting frequencies), known as ‘quantitative data’.

Alternatively, data can be represented as words (e.g. with open-ended questions or descriptions of what you observe), known as ‘qualitative data’.

It is important to use a data collection method that will help answer your research question(s). Quantitative and qualitative data can be collected, using various data collection methods, with both being important for gaining different kinds of knowledge.

Quantitative research focuses on testing theories and hypotheses and its data collection methods include:

·       surveys, such as a list of closed or multiple-choice questions that is distributed to a sample online, in-person, or by telephone, often having many respondents

·       experiments, in which variables are controlled and manipulated to establish cause-and-effect relationships.

·       observations of subjects in a natural environment with variables not controlled.

·       conducting mathematical and statistical analysis.

·       mainly expressing data in numbers, graphs and tables.

Qualitative research focuses on exploring ideas and formulating a theory or hypothesis and its data collection methods include:

·       analysis by summarizing, categorizing and interpreting

·       mainly expressing data in words

·       using key terms such as understanding, context, complexity and subjectivity

·       using open-ended questions

·       requiring only few respondents

·       using focus groups, such as discussion among a group of people about a topic to gather opinions that can be used for further research

·       ethnographic processes such as participating in a community or organization for an extended period of time in order to closely observe culture and behaviour

·       literature reviews, including surveys of published works by other authors

A rule of thumb for deciding whether to use qualitative or quantitative data is:

·       use quantitative research if you want to confirm or test something (a theory or hypothesis)

·       use qualitative research if you want to understand something (concepts, thoughts, experiences)