Qualitative vs Quantitative vs Mixed Methods Research: How To Choose Research Methodology

Summary

In this Grad Coach TV episode, host Emma simplifies the complex world of academic research by exploring qualitative, quantitative, and mixed methods research methodologies. She guides viewers on selecting the appropriate method for their dissertation or thesis, emphasizing the importance of aligning research aims with the chosen methodology. Emma also discusses the influence of disciplinary norms and practical considerations like data access, time, and resources. The video is a valuable resource for researchers seeking clarity on methodological approaches.

Takeaways

• 🔍 Qualitative, quantitative, and mixed methods are the three overarching research strategies that guide data collection and analysis techniques.
• 🌟 Qualitative research focuses on non-numerical data, aiming to understand perceptions, ideas, and feelings, often used for exploratory aims.
• 📊 Quantitative research deals with numerical data, measuring differences and relationships, and is typically used for confirmatory or hypothesis-testing research.
• 🤝 Mixed methods research combines both qualitative and quantitative approaches, useful for exploring and then testing hypotheses or vice versa.
• 🎯 The choice of research method should align with the research aims and questions, whether they are exploratory, confirmatory, or a mix of both.
• 📚 Reviewing existing literature can provide insights into methodological approaches commonly used in your field and help in selecting an appropriate methodology.
• 🏛 Consider disciplinary norms when choosing a research approach, as different fields may favor certain methodologies.
• 🚧 Practical considerations such as data access, time, funding, equipment, and your own skills and knowledge should influence your methodological choice.
• ⏱ The feasibility of your research design must be balanced with its scientific rigor, considering constraints like time and resources.
• 🔗 For detailed guidance on research methodologies, including data collection and analysis, refer to resources like the Grad Coach blog.
• 🌐 For personalized research assistance, consider Grad Coach's one-on-one coaching services for step-by-step guidance.

Q & A

What are the three types of research methodologies discussed in the video?

The video discusses three types of research methodologies: qualitative, quantitative, and mixed methods research.

What is the primary focus of qualitative research?

Qualitative research focuses on non-numerical data such as words, concepts, perceptions, or ideas, and is more subjective in nature.

How does quantitative research differ from qualitative research?

Quantitative research uses numerical data and statistics, and is more objective, often used to measure differences or relationships between variables and to test hypotheses.

What is the purpose of mixed methods research?

Mixed methods research combines both qualitative and quantitative data to explore a situation and test hypotheses, providing a comprehensive understanding of a research problem.

Why might a researcher choose a mixed methods approach?

A researcher might choose a mixed methods approach to first explore a situation qualitatively and then test the developed hypotheses quantitatively, or vice versa, to gain a deeper understanding of the research topic.

What are the three factors to consider when choosing the right research methodology for a dissertation or thesis?

The three factors to consider are the nature of the research aims and questions, the methodological approaches in existing literature, and practicalities and constraints such as data access, time, money, equipment, and the researcher's skills.

Why is it important to align the research methodology with the research aims and questions?

Aligning the methodology with the research aims and questions ensures that the chosen approach is suitable for addressing the specific research objectives, leading to a coherent and effective study.

How can reviewing existing literature help in selecting a research methodology?

Reviewing existing literature can provide insights into commonly accepted methodological approaches in the field, and potentially allow researchers to use established data collection techniques and instruments.

What practical constraints might influence the choice of research methodology?

Practical constraints such as data access, time availability, financial resources, required equipment and software, and the researcher's skills and knowledge can all influence the choice of research methodology.

What advice does the video give for first-time researchers regarding the choice of research methodology?

The video advises first-time researchers to generally stick to a single methodological approach (qualitative or quantitative) unless the nature of their study genuinely warrants a mixed methods approach.

How can the Grad Coach blog and coaching services assist researchers in their methodology choices?

The Grad Coach blog provides additional information on research design choices, and their coaching services offer one-on-one support to help researchers craft their research project step by step.

Outlines

00:00

📚 Introduction to Research Methodologies

The video introduces the three main research methodologies: qualitative, quantitative, and mixed methods. The host, Emma, emphasizes that these are broad strategies rather than specific techniques. The video aims to guide viewers on choosing the appropriate method for their research projects, such as dissertations or theses. Emma provides links to additional resources for those interested in learning more about specific analysis methods and promotes Grad Coach TV's one-on-one coaching services for personalized research guidance.

05:01

🔍 Understanding Qualitative and Quantitative Research

This section delves into the differences between qualitative and quantitative research. Qualitative research focuses on non-numerical data, exploring concepts, perceptions, and ideas, making it more subjective and suitable for gaining in-depth understanding. It often uses an inductive approach to develop hypotheses and theories. Quantitative research, on the other hand, relies on numerical data to measure differences and relationships, testing hypotheses in a more objective and deductive manner. The video uses the example of researching laundry detergent preferences to illustrate the application of both methods.

10:05

🧩 The Role of Mixed Methods Research

Mixed methods research is introduced as an approach that combines both qualitative and quantitative data. It can be used to first explore a situation qualitatively and then test hypotheses quantitatively, or vice versa. The video clarifies that while qualitative and quantitative research have distinct purposes, they are not mutually exclusive and can complement each other effectively. Emma advises new researchers to start with a single method unless their research specifically requires a mixed methods approach.

15:08

🛠 Choosing the Right Methodological Approach

The final section discusses how to select the right research methodology for a project. It highlights three key factors to consider: the nature of research aims and questions, the methodological approaches in existing literature, and practical constraints such as data access, time, money, equipment, and personal skills. The video stresses the importance of aligning the methodology with the research aims and disciplinary norms, while also being mindful of practical limitations. It suggests that a well-executed single method approach is often preferable to a poorly executed mixed methods approach.

Keywords

💡Qualitative Research

Qualitative research is a method that focuses on understanding the deeper meanings, concepts, and perspectives of individuals or groups. It is not based on numerical data but rather on words, observations, and experiences. In the video, qualitative research is described as an approach that investigates the softer side of things, such as people's perceptions and ideas, and is often used to gain a deeper understanding of complex situations. An example given in the script is exploring what factors customers consider when choosing a laundry detergent, which might involve interviews and focus groups.

💡Quantitative Research

Quantitative research involves the collection and analysis of numerical data to measure differences or relationships between variables. It is more objective and often takes a deductive approach, aiming to test hypotheses. The video script explains that quantitative research is used to measure differences between groups or relationships between variables, such as assessing the percentage of people who prioritize price when choosing a laundry detergent.

💡Mixed Methods Research

Mixed methods research combines both qualitative and quantitative approaches within a single study. It allows researchers to explore a situation deeply with qualitative methods and then test hypotheses with quantitative methods, or vice versa. The video mentions that mixed methods research is not a competition between qualitative and quantitative approaches but rather a way to develop high-quality research by using both types of data.

💡Methodological Approach

A methodological approach refers to the overall strategy or design of a research study, which influences the choice of data collection and analysis techniques. The video emphasizes that choosing the right methodological approach is crucial for a research project and that it should align with the research aims and questions. The script provides guidance on how to select between qualitative, quantitative, or mixed methods based on the nature of the research, existing literature, and practical considerations.

💡Research Aims

Research aims are the objectives or goals that a researcher sets out to achieve in their study. They guide the choice of research design and methodology. The video script discusses how the nature of research aims—whether exploratory, confirmatory, or a mix of both—determines the appropriate methodological approach. For instance, exploratory aims might lead to a qualitative approach, while confirmatory aims might necessitate a quantitative approach.

💡Data Collection Methods

Data collection methods are the techniques used by researchers to gather information for their studies. The video mentions surveys as a common quantitative data collection method and interviews and focus groups as qualitative methods. These methods are chosen based on the research methodology and the type of data needed to address the research questions.

💡Data Analysis Techniques

Data analysis techniques are the processes used to interpret and make sense of the data collected during a research study. The video script does not go into detail about specific analysis methods but mentions that they are part of the research methodology. Qualitative analysis might involve coding and thematic analysis, while quantitative analysis could involve statistical methods.

💡Inductive Approach

An inductive approach is a method of reasoning where generalizations and theories are derived from specific observations and data. The video explains that qualitative research often uses an inductive approach to develop hypotheses and theories from the ground up, such as understanding customer perceptions through interviews.

💡Deductive Approach

A deductive approach is the opposite of inductive reasoning, where a researcher starts with a theory or hypothesis and then tests it through observations and data collection. The video script describes quantitative research as often taking a deductive approach, such as testing hypotheses about consumer behavior through surveys.

💡Research Design

Research design is the plan for how a study will be conducted, including the choice of methodology, data collection, and analysis techniques. The video script emphasizes the importance of crafting a comprehensive research design that is justified and aligned with the research aims. It also mentions that practical considerations, such as time, money, and resources, play a significant role in determining the feasibility of a research design.

💡Disciplinary Norms

Disciplinary norms refer to the common practices, standards, and methodologies accepted within a particular academic field or discipline. The video script suggests that researchers should consider the methodological approaches used in their field when choosing their research methodology, as this can influence the credibility and relevance of their study.

Highlights

Explore qualitative, quantitative, and mixed methods research methodologies.

Learn how to choose the right methodological approach for your dissertation or research project.

Qualitative research focuses on non-numerical data like words, concepts, perceptions, or ideas.

Quantitative research uses numerical data and statistics to measure differences or relationships.

Mixed methods research combines both qualitative and quantitative data.

Qualitative research is subjective and often used for exploratory aims.

Quantitative research is objective and typically used for confirmatory aims.

Mixed methods can be used to develop and test hypotheses or explore and confirm trends.

First-time researchers are recommended to use a single method approach unless the study warrants mixed methods.

Research aims can be exploratory, confirmatory, or a mix of both.

Disciplinary norms and existing literature should be considered when choosing a research approach.

Practicalities and constraints such as data access, time, money, equipment, and skills must be considered.

Align your research methodology with your research aims and questions to avoid misalignment.

Use existing, high-quality measurement instruments from the literature to save time and ensure quality.

Consider the trade-offs between the ideal and feasible research methodologies.

Find a methodology that balances research rigor and practicality for the best results.

Grad Coach offers one-on-one coaching services for crafting research projects step by step.

Transcripts

In this video, we are going to  explore qualitative, quantitative and  

mixed methods research methodologies. We  will also explain how to choose the right  

methodological approach for your dissertation,  thesis or research project step by step.  

So, grab a cup of coffee, grab a cup of tea  whatever works for you and let us jump into it.

Hey, welcome to Grad Coach TV where we demystify  and simplify the oftentimes intimidating world of  

academic research. My name is Emma, and today  we are going to have a look at the three types  

of research. Qualitative, quantitative and mixed  methods and how to choose the right approach. We  

will look at things from a fairly high level and  will not go into the weeds in terms of specific  

data analysis methods. If you want to learn about  particular analysis methods, we have got separate  

videos covering both qualitative and quantitative  methods. I will include the links to those below.  

If you are new to Grad Coach TV, be sure to hit  that subscribe button for more videos covering  

all things research related. Also, if you are  looking for hands-on help with your research  

check out our one-on-one coaching services  where we help you craft your research project  

step by step. It is like having a friendly  professor in your pocket whenever you need  

it. If that sounds interesting to you, you  can learn more and book a free consultation  

at www.gradcoach.com. Alright, with  that out of the way let us get into it.

If you are new to the wonderful world of research  some of the first lingoes you will likely  

hear thrown around are the terms qualitative,  quantitative and mixed methods research. But what  

exactly are these? Well simply put qualitative,  quantitative and mixed methods reflect the three  

types of research that you can undertake.  These are not specific data collection or  

analysis techniques but instead, they reflect the  broader research strategies that will influence  

which data collection and analysis techniques  you can adopt. For example, if you undertake  

quantitative research, you will oftentimes  use surveys as your data collection method  

and statistical analysis as your data analysis  technique. In other words qual, quant and mixed  

methods are overarching strategies, not specific  techniques or methods. Anyhow, I am getting ahead  

of myself. Let us take a step back and unpack each  of the three types of research piece by piece.

First up let us look at qualitative and  quantitative research. At the most basic level,  

qualitative research utilizes data that is  not numbers based. In other words, qualitative  

research focuses on words, concepts, perceptions  or ideas. In contrast with this quantitative  

research makes use of numbers and statistics.  That is a very simplistic explanation though as  

it is just considering the type of data each one  uses. So, let us dig a little deeper. Qualitative  

research is used to investigate the softer side  of things. For example, to explore and understand  

people's perceptions, ideas or feelings. Therefore  it is more subjective in nature. Qualitative  

research is often used to gain a deeper  understanding of the complexity of a situation to  

draw a rich picture of what is going on especially  what is going on under the hood. Therefore  

qualitative data can be used to develop hypotheses  and theories from the ground up. In other words,  

an inductive approach. For example, you could use  a qualitative approach to explore what factors  

or product attribute customers consider when  deciding which laundry detergent to purchase.  

This could involve undertaking interviews and  focus group sessions to get people talking  

about their ideas, perceptions and feelings  regarding laundry detergent. Contrasted to this  

quantitative research focuses on the hard numbers.  Typically quantitative research is used to measure  

differences between groups and or relationships  between variables, as well as to test hypotheses.  

Therefore it is more objective in  nature and takes a deductive approach.  

For example, you could use a quantitative approach  to measure what percentage of people prioritize  

price or any other variable when choosing  a laundry detergent. You could also assess  

how this percentage varies between neighbourhoods,  cities or different demographic groups. So, as you  

can see, qualitative and quantitative approaches  can both be used to research different aspects  

of the same topic or area of interest. Right,  moving on to mixed methods. Mixed methods-based  

research as you would expect attempts to bring  these two types of research together drawing on  

both qualitative and quantitative data. Quite  often mixed methods-based studies will use  

qualitative research to explore a situation  and develop a set of hypotheses. Then  

once those hypotheses are established, they will  use quantitative methods to test them. It can also  

work the other way around. For example, they could  use a quantitative approach to get a view of the  

bigger picture, the what, and then use qualitative  methods to explore the underlying reasons,  

the why, for a specific trend or observation  in the quantitative data. So, as you can see  

while qualitative and quantitative research  are distinctly different, they are not at  

odds with each other. It is not a competition  of qualitative versus quantitative where one is  

better than the other. On the contrary, they can  be used together, in other words, mixed methods  

to develop a high-quality piece of research.  Of course, this is easier said than done so we  

usually recommend that first-time researchers  stick to a mono method approach, either qual  

or quant unless the nature of their study  genuinely warrants a mixed methods approach.  

The key takeaway here is that it is important to  understand that each research type has a different  

purpose. For example, to explore and understand  situations qualitative, to test and measure  

quantitative or to do both mixed methods. They  are not simply interchangeable tools for the  

same job. Each approach has its purpose.  Right, with that out of the way let us look  

at how you can go about choosing the right  methodological approach for your research.

If you are undertaking a dissertation, thesis  or research project chances are you will need  

to craft a comprehensive research design  and methodology. This is not a task to be  

taken lightly as you will need to clearly and  strongly justify every design choice you make.  

To choose the right approach you will need to  consider three important factors. Based on these  

factors you can select your overarching approach.  Qualitative, quantitative or mixed methods. Once  

you have made that decision you can flesh out  the finer details of your research methodology  

such as the sampling strategy, data collection  methods and analysis techniques. We will not  

cover the latter in this video but you can find  loads of information over on the Grad Coach blog.  

I will include the link below. The three factors  you need to carefully consider are one, the nature  

of your research aims and research questions.  Two, the methodological approaches taken in the  

existing literature and three, practicalities and  constraints. Let us take a look at each of these.

Factor number one, the nature of your research. As  I mentioned earlier each type of research whether  

qualitative, quantitative or mixed has a different  purpose and helps address a different type of  

question. So, it is logical that the key deciding  factor in terms of which approach you adopt is  

the nature of your research aims and research  questions. But what types of research aims exist?  

Broadly speaking research aims can fall  into one of three categories. Exploratory,  

in other words getting a better understanding  of an issue and potentially developing a theory  

or set of hypotheses regarding  it. Confirmatory, in other words  

confirming a potential theory or hypothesis  by testing it empirically. A mix of both,  

for example, developing a set of hypotheses  and then testing them. So, what does this mean  

for you? Well, as a rule of thumb exploratory  research tends to adopt a qualitative approach  

whereas confirmatory research tends to use a  quantitative approach. This is not set in stone  

but it is a reliable heuristic. Naturally  then research that combines a mix of both or  

seeking to develop a theory from the ground  up and then test that theory, would utilize  

a mixed methods approach. Let us take a look  at an example in action. If your research aims  

were to understand the perspectives of war  veterans regarding certain political matters  

you would likely adopt a qualitative methodology,  making use of interviews to collect data and  

one or more qualitative analysis methods to  make sense of the data. If on the other hand,  

your research aims to assess the distribution  of left versus right-leaning veterans per state  

or compare the political leanings between vets  and non-vets, you would adopt a quantitative  

methodology using numbers-based data from a survey  to address your research aims. So, the first  

and most important thing you need to consider when  deciding which methodological approach to use,  

is the nature of your research aims and research  questions. Specifically, you need to assess  

whether your research is exploratory or  confirmatory in nature or involves a mix of  

both. The importance of achieving solid alignment  between these three factors and your methodology  

cannot be overstated. If they are misaligned you  are going to be forcing a square peg into a round  

hole. You will be using the wrong tool for the job  and your research will become a disjointed mess.  

A quick tip, if your research involves a mix of  both exploratory and confirmatory aims but you  

have a tight word count limit, you may want  to consider trimming down the scope a little  

and focusing on one or the other. A mono method  approach executed well has a far better chance of  

earning marks than a poorly executed mixed methods  approach. So, do not try to be a hero unless  

there are strong reasons to take a mixed method  approach. Right, let us look at the next factor.

Factor number two, the disciplinary norms.  Choosing the right approach for your research also  

involves looking at the approaches used by other  researchers in the field and studies with similar  

research aims and objectives to yours. Oftentimes  within a discipline, there is a commonly accepted  

methodological approach or set of approaches used  in studies. While this does not mean you should  

just follow the herd simply because, you should  at least consider these approaches and evaluate  

their merit within your context. A major benefit  of reviewing the research methodologies used by  

similar studies in your field is that you  can often piggyback on the data collection  

techniques that other more experienced  researchers have developed. For example,  

if you are undertaking a quantitative study, you  can often find tried and tested survey scales with  

high Cronbach's alphas. These are usually included  in the appendices of journal articles so you do  

not even have to contact the original authors.  By using these scales you will save a lot of time  

and ensure that your study stands on the  proverbial shoulders of giants by using  

high-quality measurement instruments. Of  course, when reviewing existing literature  

keep point number one front of mind. In other  words, your methodology needs to align with  

your research aims and research questions. Do not  fall into the trap of adopting the methodological  

norm of other studies just because it is popular.  Alright, now let us look at the last factor.

Factor number three, practicalities. When choosing  a research methodology there will always be a  

tension between doing what is theoretically best,  in other words, the most scientifically rigorous  

research design and doing what is practical given  your constraints. This is the nature of research  

and there are always trade-offs as with anything  else. But what constraints you ask? Well,  

there are a few when you evaluate your  methodological options you will need to consider  

the following constraints and ask yourself some  important questions. Number one, data access.  

What data will you need to access to pull off your  analysis and how likely is it that you will get  

this access. Also, are there any ethical clearance  requirements you will need from your university?  

Number two, time. How much time will you need  to undertake interviews or focus groups in the  

case of qualitative or collect a sufficient number  of survey responses in the quantitative or both?  

If you are wanting to undertake longitudinal  research, what sort of timeline will you need  

and will your university allow this. Number three,  money. What financial resources will you need to  

execute your research design? Will you need  to spend money on participation incentives,  

travel costs, snacks and drinks, meeting  facilities or other services? Number four,  

equipment and software. What equipment might  you need for collecting data? For example,  

lab equipment or recording equipment. What  software will you need to analyse the data  

and how will you get access to this. And  lastly number five, your knowledge and skills.  

What is your current level of competence and  experience in terms of the data collection  

and analysis methods you plan to use, and  what will you still need to learn? How long  

will this take and how confident are you in  your ability to acquire the necessary skills?  

What will your backup plan be if you cannot  develop the necessary skills? As you can see there  

is a wide range of practicalities and constraints  that you need to think about when you are deciding  

on your research design and methodology. As  I mentioned these practicalities create a  

tension between the ideal methodology and the  methodology that you can realistically pull off.  

This is perfectly normal and it is your job  to find the option that presents the best set  

of trade-offs. If you carefully consider these  three factors and design your methodology in a  

way that strikes a good balance between research  rigour and practicality or viability, you will be  

headed in a good direction. Remember you can learn  more about the various research design choices  

including data collection and analysis methods  over on the Grad Coach blog at gradcoach.com/blog.

Alright, so that wraps it up for today. If you  enjoyed the video hit the like button and leave  

a comment if you have any questions. Also, be  sure to subscribe to the Grad Coach channel  

for more research-related content. If you  need a helping hand with your research,  

remember to check out our private coaching service  where we work with you on a one-on-one basis,  

chapter by chapter to help you craft  a winning dissertation or thesis. If  

that sounds interesting to you book a  free consultation with a friendly coach  

at gradcoach.com. That is all for this episode  of Grad Coach TV. Until next time, good luck.