Quantitative or qualitative research design? Key considerations when making a decision

Embarking on your dissertation journey involves making fundamental decisions, one of which is choosing between a quantitative or qualitative research approach. It's not uncommon for students to base their decision on how 'easy' or 'quick' they believe one approach will be over the other. However, this is a misguided stance, as both methods require a similar level of overall effort, as I wrote on another blog post.

When deciding between quantitative and qualitative research, several criteria should be considered. Here are the key factors to consider:

🎯Research objectives: The primary criterion is the research objectives and the type of data needed to answer them. If the goal of your research is to quantify variables and test hypotheses, quantitative research is more suitable as it involves numerical data that can be statistically analysed. Conversely, if the aim is to explore complex phenomena, understand experiences, or generate theories, qualitative research is more appropriate as it involves non-numerical data such as interviews, observations, and text analysis.

🚦State of the art in the literature: If you focus on a theoretical area where there is little research, a qualitative approach is warranted. This is because quantitative designs require defining all variables and relationships from the outset, as well as the measurement scales. In contrast, if the theories and concepts you are focusing on are well researched, then you are more likely to have enough to work with when designing a valid and reliable questionnaire.

🔑Access to participants: Access to a particular group of individuals can also influence the decision. For example, if you practice a hobby and are part of large communities around that hobby, you will probably be able to reach a large number of fellow hobbyists (perhaps through online communities). In this case, a quantitative approach may be warranted. In contrast, if only a small (but relevant) number of respondents are accessible, this may recommend a qualitative approach. For example, one of my students was part of the organising committee for a large community event, and since she knew all the stakeholders involved in its organisation (around 20), she interviewed the representatives of those stakeholders.  

🌍Size of the population: Quantitative research typically requires a larger sample size to ensure statistical significance, and therefore should be employed when the population is sufficiently large. In contrast, qualitative research can be conducted with smaller, more focused samples and thus can be used even with niche populations. For example, one of my students focused on creating prestige value at virtual events. At the time she did it the number of event companies organising virtual events was small, and hence the population was small. She would not be able to carry out a meaningful quantitative study and hence this was one of the reasons she opted for a qualitative design.

🏋🏼‍♂️Front- or back-loaded effort: Both approaches demand the same time of effort, however quantitative research demands significant upfront effort in designing the questionnaire, while qualitative research requires more time for data analysis and interpretation. I have written about this in more detail here.

👩🏻‍🎓Expertise: Consider your expertise and familiarity with the methodologies. I often see students making their choice based on how comfortable they are with wither numbers and  statistical analysis or with ‘words’. They tend to choose the one they are most comfortable with, but I’ve had students who want to challenge themselves and go for the least familiar and comfortable option. Personally, I often ask them to consider using this criterion; Why not use the dissertation to become more comfortable with something you are uncomfortable with?

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In summary, the decision to choose between quantitative and qualitative research design is influenced by a mix of reasons that vary from student to student. Some reasons may be irrelevant for certain individuals, while others may contribute significantly to the final decision. Regardless of the reasons, it is crucial to clearly lay them out in the methodology section of your dissertation. Remember, the methodology chapter is not just about what you did; it is also about why you did it that way. I explain this in the video about the 4-step writing process you should adopt in your methodology chapter.

If you want to know more about quantitative and qualitative research, consider getting hold of the Virtual Tutor Resource, which contains over 13 hours of videos explaining how to write a top dissertation. And if you feel you would benefit from direct input from an experienced supervisor when designing your methodology / questionnaire, consider getting my support.