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A way of studying people’s thoughts, feelings, and experiences using non-numerical data. Unlike quantitative research, which uses numbers and statistics, qualitative research focuses on understanding the deeper meaning behind human behavior.

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A way of studying people’s thoughts, feelings, and experiences using non-numerical data. Unlike quantitative research, which uses numbers and statistics, qualitative research focuses on understanding the deeper meaning behind human behavior.

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Uses methods like interviews, observations, and group discussions to gather detailed information. This type of research is helpful in exploring emotions, relationships, culture, and social situations.

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Uses methods like interviews, observations, and group discussions to gather detailed information. This type of research is helpful in exploring emotions, relationships, culture, and social situations.

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Commonly used in fields like education, health, and human development because it helps researchers understand complex issues in a more personal and meaningful way.

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Commonly used in fields like education, health, and human development because it helps researchers understand complex issues in a more personal and meaningful way.

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https://helpfulprofessor.com/qualitative-research-examples/

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1. Open-ended survey questions are useful for documenting perceptions and attitudes within a defined sample but may lack depth.

2. Interviews provide richer, more in-depth data through one-on-one interactions, allowing exploration of participants' experiences and stories.

3. Focus groups gather diverse perspectives in a group setting, facilitating discussion and comparison of views among different stakeholders.

4. Observations capture real-time behaviors and interactions, offering insight into actual practices rather than self-reported perceptions.

5. Textual or content analysis examines documents and texts to understand institutional views or individual reflections related to the research topic.

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5 steps to analyze data (Bhandari, 2023)

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5 steps to analyze data (Bhandari, 2023)

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Organize and prepare your data, which could involve transcribing interviews or writing up field notes.

Carefully examine your data to spot patterns or repeated ideas that stand out.

Create a coding system based on your initial observations to help sort and label the data.

Apply codes to your data by reviewing each response or piece of information and tagging it accordingly. You can update your coding system by adding new codes if needed.

Discover common themes by grouping related codes into broader, meaningful categories.

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Textual analysis is used to study the content, organization, and presentation of written materials

Content analysis involves identifying and grouping frequently occurring words, phrases, and concepts within qualitative data

Thematic analysis is used to detect and make sense of recurring patterns and themes within qualitative data

Discourse analysis examines communication and the ways language is employed to produce particular outcomes in specific situations

Bhandari, P. (2023, June 22). What is qualitative research?: Methods & examples. Scribbr. https://www.scribbr.com/methodology/qualitative-research/

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The principle of credibility in qualitative research refers to how believable and trustworthy the study’s findings and conclusions are. According to Nassaji (2020), researchers must strive to accurately and thoroughly understand their participants, the context, and the research processes, ensuring their interpretations are comprehensive. One effective method to enhance credibility is member checking or participant validation, where researchers share their data and interpretations with participants to confirm whether they agree with the findings.

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Nassaji, H. (2020). Good Qualitative Research. Language Teaching Research, 24(4), 427–431. https://journals.sagepub.com/doi/full/10.1177/1362168820941288

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QUALITATIVE Research Design: Everything You Need To Know (With Examples)

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In-depth Understanding: Examine complex issues because it gathers detailed and vivid information about people's feelings, experiences, and social environments

Flexibility: Allows researchers to adapt questions, methods and focus during the study in response to emerge insights

Non-Verbal and Interactive Data: Able to observe non-verbal signals and interact directly with participants, enabling them to ask for clarification and gain a more in-depth understanding

Targeted Sampling: Qualitative methods can focus on specific groups or key points, making data collection efficient and cost-effective

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Subjectivity and Bias: The researcher’s interpretations may introduce bias, and sample selection can be biased if participants do not represent diverse views

Dependence on Skilled Researchers: Successful qualitative research depends on experienced interviewers or moderators who can guide conversations effectively and explore topics in depth

Demanding in time and resources: Data collection and analysis require significant time, effort, and expertise

Limited generalizability: Only applicable to specific context studied and not mean to be extended to broader populations

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Crinson, I., Leontowitsch, M., & Morgan, G. (2016). Principles of qualitative methods: Exercise 2 answers. Health Knowledge. https://www.healthknowledge.org.uk/public-health-textbook/research-methods/1d-qualitative-methods/principles-qualitative-methods-exercise2answers

MW Editing. (n.d.). Advantages of qualitative research. MW Editing. https://www.mwediting.com/advantages-of-qualitative-research/

Poppulo. (2021, August 5). 10 advantages and disadvantages of qualitative research. Poppulo. https://www.poppulo.com/blog/10-advantages-and-disadvantages-of-qualitative-research

Rahman, M. S. (2017). The advantages and disadvantages of using qualitative and quantitative approaches and methods in language “testing and assessment” research: A literature review. Journal of Education and Learning, 6(1), 102–112. https://doi.org/10.5539/jel.v6n1p102

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Strengths and Weaknesses of Qualitative Research | Prof D

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Learn what qualitative research is and how it differs from quantitative research.

Understand when and why qualitative methods are used.

Study key characteristics: non-numerical data, open-ended questions, and rich descriptions.

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Learn about different types of qualitative research approaches:

Case Study

Ethnography

Phenomenology

Grounded Theory

Narrative Research

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Study the various methods of gathering qualitative data:

Interviews (structured, semi-structured, unstructured)

Focus groups

Observations

Document or content analysis

Field notes

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Transcribe interviews or notes

Organize and store data systematically

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Understand what coding is and how to develop a coding system

Use codes to identify patterns and themes

Learn about thematic analysis and other approaches like content analysis or discourse analysis

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Group codes into meaningful themes

Interpret how themes connect to your research questions

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Practice writing clear, rich descriptions of what the data reveals:

Themes with supporting quotes

Reflections and interpretations

Limitations and implications

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Studying qualitative research has been a meaningful journey that deepened my understanding of human experiences. It taught me to value individual perspectives, emotions, and the social contexts that shape people's lives. I learned that truly listening—paying attention not just to what is said but how it is said—can reveal powerful insights.

Through methods like interviews, observations, and content analysis, I discovered how qualitative research allows for deeper exploration and connection with participants. I appreciated its flexibility, as it encourages researchers to adapt and follow emerging leads, making the process both creative and responsive. This approach strengthened my curiosity, patience, and self-awareness.

Analyzing qualitative data was one of the more challenging yet rewarding parts of the learning process. Initially, making sense of large amounts of narrative data felt overwhelming. But with practice, I became more confident in coding and identifying patterns and themes. This helped me develop stronger critical thinking and interpretive skills.

Ethical considerations were also an important part of the journey. I learned how crucial it is to respect participants’ privacy, build trust, and handle sensitive information with care. These values are essential not only in research but in any professional setting.

Overall, learning qualitative research helped me grow both personally and academically. It changed how I view others, enhanced my ability to engage with real-world stories, and showed me the power of research to give voice to individuals and communities that are often unheard.

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Studying quantitative research has deepened my understanding of how data can be used to identify patterns, test hypotheses, and support evidence-based decision-making. I learned that this method relies heavily on numbers, measurements, and statistical analysis to examine relationships between variables. What I found most valuable was the objectivity it offers—allowing researchers to draw conclusions based on data rather than assumptions.

Learning about tools like surveys, experiments, and questionnaires helped me see how structured research can lead to clear, measurable outcomes. I also gained practical skills in designing questions, selecting samples, and using software to analyze results. Interpreting statistical data such as means, percentages, and correlations was initially challenging, but over time I became more confident in understanding and presenting findings.

Quantitative research has also taught me the importance of reliability and validity in ensuring that data is accurate and results can be trusted. It emphasized the need for careful planning and attention to detail in every step of the research process. Overall, my experience with quantitative research has improved my analytical thinking and given me a stronger foundation for evaluating information critically in both academic and real-world contexts.

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Study different types of quantitative research methods:

Descriptive – to describe characteristics or behaviors

Correlational – to explore relationships between variables

Experimental – to determine cause and effect

Inferential - hypotheses testing and determine significance

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Learn what quantitative research is and how it differs from qualitative research.

Understand its goal: to collect numerical data and analyze it using statistical methods.

Key Concepts:

Objectivity

Measurability

Hypothesis testing

Variables (independent & dependent)

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Understand how to select participants:

Random sampling

Stratified sampling

Systematic sampling

Convenience sampling

Learn about sample size and population.

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Master tools and methods such as:

Surveys or questionnaires

Tests or assessments

Structured observations

Using scales (e.g. Likert scale)

Learn how to ensure reliability and validity in data collection instruments.

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Study basic statistics:

Mean, median, mode

Standard deviation

Percentages and frequencies

Then move to inferential statistics:

T-tests

ANOVA

Chi-square tests

Correlation and regression

Software to explore:

SPSS

Excel

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Learn how to analyze data using the appropriate statistical test.

Interpret results based on significance levels

Understand how to draw conclusions and identify trends.

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Learn how to structure and present your findings:

Introduction

Methodology

Results (with tables/graphs)

Discussion

Conclusion

References

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Informed consent

Data privacy

Fair treatment of participants

Honesty in reporting

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Objectivity and Reduced Bias: Quantitative research only uses numerical data and standardized methods, minimizing personal biases and subjective interpretations

Large Scale and Generalizability: It can collect data from large samples, allowing findings to be generalized to broader populations making result more impactful

Consistency of results: Standardized procedures and a well-defined methodology allow other researchers to repeat the study to confirm the findings, which enhances the study’s credibility

Statistical Analysis: Helps identify patterns, relationship and test hypotheses by using statistical tools

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Limited Depth and Context: Lacks the ability to explore complex human experiences, meanings, and social contexts in depth

Dependence on Predefined Variables: It relies on precise operational definitions and may overlook new themes or unexpected insights that are often revealed through qualitative approaches.

Requires Large Samples for Power: Small sample sizes reduce reliability and generalizability, limiting the usefulness of findings in some contexts

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Insights Opinion. (n.d.). What are the strengths of quantitative research. Insights Opinion. https://insightsopinion.com/quantitative-research/what-are-the-strengths-of-quantitative-research

Lim, W. M. (2024). Quantitative research: What, why, when, how, and which. Asia-Pacific Journal of Business Administration, 16(2), 184–198. https://doi.org/10.1177/14413582241264622

Unimrkt Research. (n.d.). What are the strengths of quantitative research. Unimrkt Research. https://www.unimrkt.com/blog/what-are-the-strengths-of-quantitative-research.php

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Strengths and Weaknesses of Quantitative Research

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Paradis, E., O’Brien, B., Nimmon, L., Bandiera, G., & Martimianakis, M. A. (2016). Qualitative data collection: A guide for medical education researchers. Journal of Graduate Medical Education, 8(2), 263–268. https://doi.org/10.4300/JGME-D-16-00098.1

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Quantitative research is a systematic investigation that focuses on quantifying data and applying statistical methods to understand patterns, relationships, and trends. 

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Quantitative research is a systematic investigation that focuses on quantifying data and applying statistical methods to understand patterns, relationships, and trends. 

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This approach is commonly used in fields such as social sciences, education, business, and health studies to measure variables and test hypotheses. By collecting numerical data through methods like surveys, experiments, or structured observations, researchers can analyze the results using mathematical and statistical tools.

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This approach is commonly used in fields such as social sciences, education, business, and health studies to measure variables and test hypotheses. By collecting numerical data through methods like surveys, experiments, or structured observations, researchers can analyze the results using mathematical and statistical tools.

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The objective nature of quantitative research allows for precise measurement, comparison, and generalization of findings to larger populations, making it a valuable method for drawing reliable and valid conclusions.

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The objective nature of quantitative research allows for precise measurement, comparison, and generalization of findings to larger populations, making it a valuable method for drawing reliable and valid conclusions.

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https://helpfulprofessor.com/quantitative-data-examples/

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Descriptive analysis - Summary of your data will be provide which includes averages and variability. Graphs, scatter plots and frequency tables can be used to visualize data and check for any trends or outliers.

Inferential statistics - Makes predictions or generalizations based on the researcher's data. Hypothesis testing or use sample data to estimate the population parameter.

References:

Bhandari, P. (2023, June 22). What is quantitative research?: Definition, Uses & Methods. Scribbr. https://www.scribbr.com/methodology/qualitative-research/

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Experiment: Alter or regulate an independent variable in order to observe its impact on a dependent variable.

Survey: Conduct interviews or surveys with a group of individuals either face-to-face, via telephone, or through online platforms.

Cross-sectional Survey: Observational in nature and are used when the researcher intends to gather data from a sample of the target population at a single point in time.

Longitudinal surveys: To determine causal relationships between variables and closely resembles true experiments, though there are a few key differences.

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Bhandari, P. (2023, June 22). What is quantitative research?: Definition, Uses & Methods. Scribbr. https://www.scribbr.com/methodology/qualitative-research/

Ghanad, A. (2023). An overview of quantitative research methods. International Journal of Management, Research and Analysis, 6(8), 3794–3803. https://doi.org/10.47191/ijmra/v6-i8-52

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Define Research Objectives- Built research question and goal setting

Collect Data- Gather numerical data through surveys, experiments and so on

Clean and Prepare Data- Remove errors, duplicates, handle missing data and outliers

Explore the Data- Summarize data and inferential statistical methods

Select and Apply Statistical Techniques- Applying descriptive and inferential statistical methods in the research

Interpret Results- Understand and contextualize statistical results

Visualize and Communicate Findings- Present findings using visual tools and written reports

Validate and Review Analysis- Confirm reliability and accuracy of results

Iterate and Refine- Refine analysis based on feedback or additional data

References:

Karl, T. (2024, May 27). Data analysis for quantitative research. EW Horizons.

https://ewhorizons.com/resources/blog/data-analysis-for-quantitative

Ofem, A. (2025, March 23). Quantitative data analysis: Methods, techniques & examples. Hevo Data. https://hevodata.com/learn/quantitative-data-analysis/

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Effective reporting of quantitative research findings involves presenting data clearly and concisely, using appropriate statistics and visuals, interpreting results in context, and maintaining transparency about limitations. This approach supports verification, replication, and evidence-based decision-making.

References:

Insights Opinion. (n.d.). Reporting your quantitative research findings: Best practices and guidelines. Insights Opinion. https://insightsopinion.com/quantitative-research/reporting-your-quantitative-research-findings-best-practices-and-guidelines

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QUANTITATIVE Research Design: Everything You Need To Know (With Examples)