METHODOLOGY

APPROACH

Quantitative Qualitative Methods Mixed Methods

Quantitative research is a deductive, objective, and Qualitative research is an inductive, subjective, and Mixed methods research combines both qualitative
generalizable approach that aims to test context-specific approach that aims to explore, and quantitative approaches within a single study
hypotheses, measure variables, and establish understand, and interpret social phenomena, or a series of studies. It aims to leverage the
cause-and-effect relationships. It focuses on human experiences, and the meanings people strengths of both approaches and provide a more
collecting numerical data through structured assign to them. It focuses on gathering rich, comprehensive understanding of the research
methods such as surveys, experiments, and descriptive, and non- problem by
structured interviews, and analyzing the data using numerical data through methods such as in-depth integrating different types of data and analysis.
statistical techniques. interviews, focus groups, participant observation,
and document analysis.

Characteristics ● Emphasizes understanding and ● Combines the strengths of qualitative and

● Emphasizes objectivity, reliability, and interpretation rather than quantification and quantitative approaches
generalizability prediction ● Provides a more complete and nuanced
● Tests pre-existing theories or hypotheses ● Seeks to explore and generate theories or understanding of the research problem
● Collects data using standardized hypotheses ● Allows for triangulation of data and findings
instruments and procedures ● Collects data in natural settings and from different sources
● Involves larger sample sizes to ensure considers the context in which phenomena ● Enables the exploration of complex
representativeness and generalizability occur research questions that cannot be fully
● Utilizes random sampling techniques to ● Involves smaller sample sizes to allow for addressed by a single approach
minimize bias in-depth exploration ● Involves the collection and integration of
● Employs statistical analysis to draw ● Relies on the researcher as the primary both qualitative and quantitative data
conclusions and make inferences instrument for data collection and analysis ● Utilizes various research designs, such as
● Seeks to establish relationships, ● Utilizes open-ended questions and flexible convergent parallel, explanatory
correlations, and causal connections research designs sequential, and exploratory sequential
between variables ● Analyzes data through techniques such as designs
thematic analysis, content analysis, and ● Requires careful planning and execution to
grounded theory ensure the meaningful integration of
qualitative and quantitative components
Merits ● Provides in-depth and detailed ● Combines the strengths of both qualitative
● Provides objective, reliable, and understanding of social phenomena, and quantitative approaches, providing a
generalizable findings based on large human experiences, and the meanings more comprehensive understanding of the
sample sizes and representative sampling people assign to them research problem
techniques ● Allows for the exploration of complex and ● Allows for the triangulation of data and
● Allows for the testing of hypotheses and nuanced issues that may be difficult to findings from different sources, enhancing
the establishment of cause-and-effect capture through quantitative methods the validity and credibility of the study
relationships ● Enables the discovery of new insights, ● Enables the exploration of complex
● Enables the quantification and theories, and hypotheses grounded in the research questions that cannot be fully
measurement of variables, facilitating Data addressed by a single approach
comparisons and statistical analysis ● Considers the context in which phenomena ● Provides both depth and breadth in the
● Offers a structured and standardized occur, providing a holisti understanding analysis, capturing both the subjective
approach to data collection and analysis, ● Offers flexibility in the research design, experiences and the objective
enhancing replicability allowing for adjustments as new insights measurements Offers flexibility in the
● Provides numerical data that can be easily emerge research design, allowing for the
summarized, presented, and compared integration of different types of data and
across studies analysis

Demerits ● Findings may be subjective and influenced ● Requires extensive time, resources, and
● May oversimplify complex social by the researcher's biases and expertise to effectively plan, execute, and
phenomena and human experiences by interpretations integrate the qualitative and quantitative
reducing them to numerical data ● Limited generalizability due to smaller components
● Limited ability to capture the depth, sample sizes and non-random sampling ● May be challenging to reconcile conflicting
nuance, and context of the research techniques findings from the qualitative and
problem ● Data collection and analysis can be quantitative data
● Relies on pre-determined hypotheses and time-consuming and labor-intensive ● Requires careful consideration of the
theories, potentially missing important ● Difficulty in replicating the study due to the timing, sequencing, and weighting of the
insights that emerge from the data unique context and subjective nature of the qualitative and quantitative components
● Requires careful selection and research ● May face issues of compatibility and
operationalization of variables to ensure ● Lack of standardization in data collection commensurability when integrating different
validity and reliability and analysis may make comparisons research paradigms and methodologies
● May not adequately address the “why” and across studies challenging ● Demands a high level of methodological
“how” questions behind the observed rigor and transparency to ensure the
relationships and patterns meaningful integration of the qualitative
and quantitative findings
 DESIGN

Quantitative Qualitative Methods Mixed Methods

● Experimental: Involves manipulating one or ● Phenomenology: Focuses on ● Convergent Parallel: Involves collecting
more independent variables to observe understanding the lived experiences of and analyzing both qualitative and
their effect on the dependent variable while individuals related to a specific quantitative data separately and then
controlling for other factors phenomenon merging the results for interpretation
● Quasi-experimental: Similar to ● Ethnography: Involves immersing oneself ● Explanatory Sequential: Begins with the
experimental design but lacks random in a specific cultural group to understand collection and analysis of quantitative data,
assignment of participants to treatment and their beliefs,behaviors, and social followed by the collection and analysis of
control groups interactions qualitative data to help explain the
● Descriptive: Aims to describe the ● Grounded Theory Aims to generate a quantitative results
characteristics of a population or theory that explains a process, action, or ● Exploratory Sequential: Starts with the
phenomenon without manipulating any interaction grounded in the views of the collection and analysis of qualitative data to
variables participants explore a phenomenon, followed by the
● Correlational: Examines the relationship ● Case Study: Provides an in-depth analysis collection and analysis of quantitative data
between two or more variables without of a specific case, such as an individual, to test the emergent themes or theories
implying causation group, event, or organization ● Embedded: Involves the collection of both
● Narrative Focuses on the stories and qualitative and quantitative data within a
experiences of individuals, often presented traditional qualitative or quantitative
in a chronological or narrative form research design
 SAMPLING TECHNIQUES

Quantitative Qualitative Methods Mixed Methods

● Random Sampling: Selecting participants NON-PROBABILITY SAMPLING ● Mixed methods research often combines
randomly from a population, giving each ● Purposive Sampling: Selecting participants both probability and non-probability
member an equal chance of being selected deliberately based on specific sampling techniques
● Stratified Sampling: Dividing the population characteristics or experiences relevant to ● The specific combination depends on the
into subgroups (strata) based on specific the research question research questions, design, and the timing
characteristics and then randomly selecting ● Snowball Sampling: Identifying initial of qualitative and quantitative components
participants from each stratum participants who then refer other potential ● Example: Using stratified random sampling
● Cluster Sampling: Dividing the population participants with similar characteristics or to select participants for a quantitative
into clusters (usually geographic) and then experiences survey, then using purposive sampling to
randomly selecting entire clusters for the ● Convenience Sampling: Selecting select a subset of these participants for
study participants based on their accessibility in-depth qualitative interviews
● Systematic Sampling: Selecting and willingness to participate
participants from a population using a fixed ● Quota Sampling: Selecting participants
interval (e.g., every 10th person based on predetermined quotas for specific
● on a list) characteristics to ensure representation of
different subgroups

Advantages ● Allows for the selection of information-rich ● Combines the strengths of both qualitative
● Allows for the generalization of findings to cases that can provide deep insights into and quantitative sampling techniques
the larger population when using the phenomenon of interest ● Allows for the triangulation of findings from
probability sampling techniques ● Enables the exploration of diverse different data sources and methods
● Reduces potential for researcher bias in perspectives and experiences ● Provides a more comprehensive
the selection of participants ● Facilitates the identification of understanding of the research problem
● Enables the use of statistical inference and hard-to-reach or hidden populations
hypothesis testing

Disadvantages ● Findings may not be generalizable to the ● Requires extensive resources and
● Requires a larger sample size, which can larger population due to the non-random expertise to implement multiple sampling
be time-consuming and costly selection of participants techniques
● May not capture the depth and nuance of ● Potential for researcher bias in the ● May be challenging to integrate findings
individual experiences selection of participants from different samples and methods
● Sampling frames (lists of the population) ● Limited ability to make statistical inferences ● Potential for inconsistencies or
may be incomplete or outdated, leading to or test hypotheses contradictions between qualitative and
coverage bias quantitative findings
 DATA COLLECTION: Data collection is a critical component of any research study as it provides the foundation for analysis, interpretation, and drawing
meaningful conclusions. Accurate and reliable data collection ensures the validity and credibility of the research findings. It allows researchers to gather evidence
to support or refute hypotheses, answer research questions, and contribute to the existing body of knowledge in a particular field. Without proper data collection,
research studies would lack the empirical basis necessary to make informed decisions, develop theories, or solve real-world problems
Quantitative Qualitative Methods Mixed Methods

● Surveys ● Interviews ● Mixed methods research combines both

Standardized questionnaires administered to a large Unstructured face-to-face interviews: In-depth, quantitative and qualitative data collection
sample of participants to collect numerical data open-ended conversations with participants to explore methods
● Structured Interviews their experiences, perceptions, and opinions ● The specific combination depends on the
Predetermined set of questions asked in a specific order Qualitative telephonic interviews: Similar to face-to-face research questions, design, and the timing of
to ensure consistency across Participants interviews but conducted over the phone qualitative and quantitative components
● Experiments ● Observations ● Example: Administering a quantitative survey to
Manipulating one or more variables to observe their Indirect observations: Observing participants or settings assess customer satisfaction, followed by
effect on the dependent variable while controlling for without direct interaction, often using video recordings or qualitative interviews with a subset of customers
other factors field notes to gain deeper insights into their experiences
● Observations Participant observations: Researcher actively participates
Systematic recording of behaviors, events, or interactions in the setting or activity being observed to gain a deeper
using predetermined categories or coding schemes understanding of the phenomenon
● Focus Group Discussions
Facilitated discussions with a small group of participants
to explore their shared experiences, opinions, and
perceptions

Step 1: Identify the appropriate qualitative data collection Step 1: Identify the appropriate qualitative data collection Step 1: Determine the appropriate combination of
method(s) based on the research questions and method(s) based on the research questions and qualitative and quantitative data collection methods
objectives objectives based on the research questions and objectives Step 2:
Step 2: Develop data collection instruments, such as Step 2: Develop data collection instruments, such as Develop data collection instruments for both qualitative
interview guides or observation protocols interview guides or observation protocols and quantitative components Step 3: Select participants
Step 3: Select participants using appropriate sampling Step 3: Select participants using appropriate sampling using appropriate sampling techniques for
techniques techniques eachncomponent Step 4: Obtain informed consent and
Step 4: Obtain informed consent from participants and Step 4: Obtain informed consent from participants and address ethical considerations for both components Step
address ethical considerations address ethical considerations 5: Conduct qualitative data collection, such as interviews
Step 5: Conduct data collection, such as interviews, - Step 5: Conduct data collection, such as interviews, or observations Step 6: Administer quantitative data
observations, or focus groups observations, or focus groups collection instruments, such as surveys or experiments
Step 6: Record data using audio/video recordings, field - Step 6: Record data using audio/video recordings, field Step 7: Record and organize data for both qualitative and
notes, or transcripts notes, or transcripts quantitative components Step 8: Prepare data for
Step 7: Organize and store data securely to ensure - Step 7: Organize and store data securely to ensure analysis by transcribing qualitative data and coding
confidentiality and data integrity confidentiality and data integrity quantitative data. Step 9: Integrate and analyze
Step 8: Prepare data for analysis by transcribing audio - Step 8: Prepare data for analysis by transcribing audio qualitative and quantitative data according to the
recordings or organizing field notes. recordings or organizing field notes. mixed methods design
 DATA COLLECTION TOOLS

Quantitative Qualitative Methods Mixed Methods

● Questionnaires; Standardized sets of questions ● In-depth Interviews: Open-ended, ● Mixed methods research combines both
administered to a large sample of participants to semi-structured, or unstructured interviews that quantitative and qualitative data collection tools.
collect numerical or categorical data allow participants to share their experiences, The specific combination depends on the
● Structured Interview Guides: Predetermined set perceptions, and opinions in detail research questions, design, and the timing
of questions asked in a specific order to ensure ● Focus Groups: Facilitated discussions with a ofnqualitative and quantitative components.
consistency across participants and to collect small group of participants who share similar Example: Administering a questionnaire to
quantifiable data characteristics or experiences related to the assess participants' knowledge and attitudes
● Observation Checklists: Predetermined research topic towards a health issue, followed by focus
categories or behaviors that are systematically ● Document Analysis: Systematic review and groups to explore their experiences and
recorded during observations to collect interpretation of existing documents, such as perceptions in depth
quantifiable data policies, reports, or media content, related to the
research topic

Advantages ● Allows for in-depth exploration of participants' ● Combines the strengths of both qualitative and
● Allows for the collection of large amounts of experiences, perceptions, and opinions quantitative data collection tools
data from a representative sample ● Provides rich, contextual data that can capture ● Allows for the triangulation of findings from
● Enables the use of statistical analysis to test the complexity of the phenomenon being different data sources and methods
hypotheses and draw conclusions studied ● Provides a more comprehensive understanding
● Provides numerical data that can be easily ● Enables the identification of emerging themes of the research problem by capturing both
summarized and compared across groups or and patterns that may not be anticipated by the breadth and depth of data
time points researcher

Disadvantages ● Data collection and analysis can be ● Requires extensive resources and expertise to
● May not capture the depth and nuance of time-consuming and labour-intensive implement multiple data collection tools
participants' experiences and perceptions ● Findings may be influenced by the researcher's ● May be challenging to integrate findings from
● Requires the development of valid and reliable biases and interpretations different data sources and methods
instruments, which can be costly and ● Results may not be generalizable to the larger ● Potential for inconsistencies or contradictions
time-consuming population due to the small sample size and between qualitative and quantitative findings
● Participants may not provide honest or accurate non-random sampling
responses due to social desirability bias or
misinterpretation of questions.

Challenges of using standardized instruments in research study: Limited flexibility:Cultural and linguistic bias:Participant burden:Lack
of context:Validity and reliability:Cost and access:
 DATA ANALYSIS

Quantitative Qualitative Methods Mixed Methods

● Descriptive Statistics ● Thematic Analysis: Identifying, analyzing, ● Mixed methods data analysis involves the
Summarizing and describing the main features of a and reporting patterns or themes within integration of quantitative and qualitative
dataset, such as measures of central qualitative data Example: Analyzing data analysis methods
tendency (mean, median, mode) and dispersion interview transcripts to identify common ● The specific techniques used depend on
(range, standard deviation) themes related to participants' experiences the research questions, design, and the
Example: Calculating the mean and standard with a particular health condition timing of qualitative and quantitative
deviation of participants' ages in a study to describe ● Narrative Analysis: Examining the components
the sample characteristics structure, content, and context of ● Example: Conducting a thematic analysis
● Inferential Statistics participants' stories or narratives to of qualitative interviews to identify key
Using statistical tests to draw conclusions about a understand their experiences and themes, then using these themes to create
population based on a sample of data perspectives. Example: Analyzing the life variables for quantitative analysis (data
Example: Conducting a t-test to compare the mean stories of immigrants to understand their ● transformation)
scores of two groups (e.g., challenges, resilience, and identity ● Example: Comparing the results of
treatment vs. control) to determine if there is a formation quantitative surveys and qualitative focus
significant difference between them ● Content Analysis. Systematically groups to identify areas of convergence or
- Analysis of Variance (ANOVA): Testing for categorizing and quantifying the content of divergence (data comparison)
differences between three or more groups qualitative data, such as text or ● Example: Consolidating quantitative and
Example: Conducting a one-way ANOVA to images, to identify patterns or trends qualitative findings into a single matrix or
compare the effectiveness of three different Example: Analyzing the content of social table to facilitate interpretation and
teaching methods on student performance media posts to understand public opinions integration (data consolidation)
- Regression Analysis: Examining the and sentiments towards a particular issue
relationship between one or more predictor ● Discourse Analysis: Examining the
variables and an outcome variable language, social interactions, and power
Example: Using multiple regression to dynamics within qualitative data to
examine the influence of age, gender, and understand how meaning is constructed
education level on job satisfaction and negotiated Example: Analyzing the
- Correlation Analysis: Measuring the discourse of political speeches to
strength and direction of the relationship understand how leaders frame issues and
between two variables Example: persuade audiences
Calculating the Pearson correlation ● Grounded Theory Analysis Developing a
coefficient to assess the relationship theory that is grounded in the qualitative
between hours of study and exam scores data by iteratively coding andcomparing
data to identify categories and relationships