Lesson 5

• Research Objectives

  • Differentiate quantitative from qualitative research
  • Provide examples of qualitative research in areas of interest
• Quantitative vs Qualitative Research

  • Quantitative research aims to characterize trends and patterns, while qualitative research involves processes, feelings, and motives and produces in-depth and holistic data
  • Quantitative research usually starts with a theory or hypothesis about the relationship between variables, while qualitative research is usually concerned with generating hypotheses from data rather than testing a hypothesis
  • Quantitative research uses structured research instruments like questionnaires or schedules, while qualitative research uses either unstructured or semi-structured processes
  • Quantitative research is used to gain greater understanding of group similarities, while qualitative research is used to gain greater understanding of individual differences in terms of feelings, motives, and experiences
  • Quantitative research methods include census, survey, experiment, and secondary analysis, while qualitative research methods include field research, case study, and secondary analysis
• Which do you prefer, a lot of times that you are with your partner but you always fight or you only come together once in a blue moon but you spend quality time?
• Questions of the Day
• How, What, Why Question Domains
• What is Qualitative Research: 'by Alasuutari (2011)'
• Who, What, When, Where Category
• Steps in Conducting a Research (Rao, 2017)

  1. Define the Research Problem

  2. Review the literature

  3. Prepare the research design

  4. Formulate Hypothesis

  5. Collect Data

  6. Analyze Data

  7. Interpret and report the findings
• Common Sample Size: 10 to 15
• Sample Size: 150 to 200+
• Contact Time: 45 to 240 minutes each
• Contact Time: 10 to 20 minutes
• Validity: Must be true of each case or ideographic (case-oriented)
• Validity: Must be true of most of the data
• Research conducted by Abdullah (2019; 2020)


  • This study aimed to discover the livelihood aspirations and life struggles of Badjao people in the 21st century generation. Through ethnographic research and participant discussions, the researcher gained deep knowledge and explanations, understanding the subjects' perspective on their livelihood aspirations and life struggles
• In quantitative research, data is collected through surveys, numerical counts, statistical analyses, and mathematical modeling. It is used to confirm or test a theory or hypothesis
• Quantitative research produces numerical data analyzed by statistical analysis, while qualitative research produces descriptive, in-depth, and holistic data analyzed by summarizing, categorizing, and interpreting
• In qualitative research, data is descriptive, in-depth, and holistic, analyzed by summarizing, categorizing, and interpreting. It is used to understand concepts, thoughts, and experiences
• Quantitative research examples include surveys, numerical counts, statistical analyses, and mathematical modeling. Qualitative research examples include interviews, literature content reviews, real-world observations, case studies, and ethnographies
• Research conducted by Abdullah (2019; 2020)


  • This study aimed to explore why Filipino cultures are invaded by the K-Pop mania. The researcher used survey and descriptive methods to determine the reasons and venues where Filipinos find out about K-pop. The data gathered helped understand the awareness of the respondents regarding K-pop and its impact on their life and culture