Theme 4: Quantitative research (the first post)

The benefits of using the quantitative method are:

• When the survey involves a convenience sample, data can be collected and analyzed fairly and quickly.
• When the survey involves a statistically valid random sample, the results from the sample can be generalized to the entire population if the response rate is high enough.
• Surveys can provide reliable or repeatable direction for planning programs and messages
• Surveys can be anonymous, which is useful for the sensitive topics
• Similar to the qualitative research methods, surveys can include visual material which can be used to pretest prototypes.
• The researchers can generalize their findings beyond their participant group.

The limitations of using the quantitative method are:

• There are limited ability to probe the answers
• People willing to respond the survey may share the characteristics that don't apply to the main audience as a whole, resulting a potential bias in the study
• the quantitative method can be costly

The pros of using the qualitative method:

• Issues and subjects covered can be evaluated in depth and in detail.
• Interviews are not limited to particular questions and can be redirected or guided by research in real time
• The direction and framework of research can be revised in a short time as soon as the fresh information emerge
• The data in qualitative research relies on human experience which is more compelling and powerful than data gathered through quantitative research
• Complexities and subtleties about the subject of the research covered is usually missed by many positive inquiries.
• With this type of research, the research has a clear vision on what to expect. The researchers can collect the data in a genuine effort of plugging data to bigger, clearer picture.

The cons of using the qualitative method:

• The quality of research is heavily dependent on the skills of the researcher which can be easily influenced by personal idiosyncrasies and biases of researchers. 
• Rigidity is more difficult to assess, demonstrate and maintain the data
• The quantity of data makes interpretation and analysis time-consuming
• The presence of researcher in the process of data gathering is unavoidable and can therefore affect on influence the responses of subjects.
• Issues on confidentiality and anonymity can pose problems during presentation of findings
• Findings can be time-consuming and difficult to present in visual ways.