Difference between Qualitative and Quantitative Research Approaches
The qualitative research approach is based on oral information, such as telling someone that Mighty Vac helps in cleaning corner areas; it is qualitative research type. Quantitative research is conducted with numbers and figures that can be checked mathematically. Telling someone that 30% survey participants reported Mighty Vac highly value is based on quantitative research approach (Gorman, 2003).
The quantitative research approach chosen by Gettelman & Thompson (1993) befits the research question related to real differences and routine observations in body image and eating disorders, while comparing preferences of heterosexual and homosexual males and females. Research in this journal article analyses data pertaining to 32 homosexual males, 32 homosexual females and equal number of heterosexual males and females. It requires demographic information shown through the table, to be computed mathematically to derive results. That’s why quantitative research is the correct research approach. Polivy & Herman (2004) analyze the socio-cultural aspect of slim female body shape, related to body image and eating malfunctions. The issues are more psychological in nature, compelling females adopt certain eating patterns and avoid others. That’s why qualitative approach is the correct approach.
What strategy should be used for a research project depends on the nature of the research question. Body image and eating disorders require qualitative analysis, as the leading issue is socio-cultural in nature. Similarly, when data interpretation is required in a research project, the ideal research approach should be quantitative in type. Some journal articles may include both types of research methods to strengthen their research, although one research method may be led, as based on the research question, while the other research approach may be required for support purpose only.
References
Gettelman, T.E., & Thompson, J.K. (1993). Actual differences and stereotypical
perceptions in body image and eating disturbance: A comparison of male and female heterosexual and homosexual samples. Sex Roles, 29 (7/8), pp. 545-62.
Polivy, J., & Herman, C.P. (2004). Sociocultural idealization of thin female body shapes: An introduction to the special issue on body image and eating disorders. Journal of Social and Clinical Psychology, 23 (1), pp. 1-6.
Gorman, T. (2003). The Complete Idiot's Guide to MBA Basics. Penguin. Retrieved from: https://books.google.co.in/books/about/The_Complete_Idiot_s_Guide_to_MBA_Basics.html?id=Q8MVitN4WhwC&redir_esc=y
