Exploring Research Methodologies: Qualitative vs Quantitative

4. Methodology Review

In order to effectively address a proposed research’s problem or research question(s), the researcher adopt a wide range of qualitative and quantitative mythologies (Berndtsson, Hansson, Olsson, & Lundell 2008). Some of these methodologies include interviews (Jones 1985), questionnaires, and surveys (Dawson 2009). Various qualitative and quantitative methodologies have distinct advantages and limitations which can be optimized if researchers correctly identify the most appropriate method for collecting a particular type of data.

4.1 Interviews An interview is a qualitative methodology that is commonly used with qualitative studies to collect data to explain the existence of phenomenon or occurrence of something or scenario. Oates (2006) posits that an interview involves individuals or a group of people in an expository conversation. Researchers use interviews to collect additional information- first-hand information about a particular topic- to supplement information gathered from secondary sources. Therefore, interviews are very important tools that help researchers to seek clarity by asking open-ended questions. The

The results are analysed and findings used to deduce a pattern in the collected data. Since surveys are easy to distribute through the internet and emails, they are considered whenever researcher seek knowledge about a specific matter. Unlike both interviews and questionnaires, survey can be distributed to a wide-range of potential respondents, which helps researchers to draw comprehensive conclusions from its findings. Nevertheless, surveys are not ideal for collecting in-depth data on a research topic because they are only designed to gather what majority think of something as opposed to collecting detailed rationale for a phenomenon or