Qualitative vs Quantitative Research: Why it Matters

The research supporting many popular reading programs is problematic because it is based on qualitative research.

Qualitative research uses the subjective measure of observations which is not based on structured and validated data-collection.
Study groups are not randomly selected, nor are they controlled for variables.
Qualitative research is bottom up research: it generates a theory based on the data collected rather than testing a theory with the data.
Qualitative research is not double-blind, and allows bias into the research: this alone invalidates an entire study and makes it worthless.

Criteria	Qualitative	Quantitative
Purpose	To understand and interpret social interactions	Test hypotheses Look at cause and effect Make predictions
Group Studied	Smaller Not randomly selected	Larger Randomly selected
Variables	Study of the whole, not variables.	Specific variables studied
Type of Data Collected	Words Images Objects	Numbers Statistics
Form of Data Collected	Qualitative data such as: open-ended responses interviews participant observations field notes reflections	Quantitative data based on: precise measurements using structured validated data-collection instruments
Type of Data Analysis	Identify patterns features themes	Identify statistical relationships
Objectivity and Subjectivity	Subjectivity is expected	Objectivity is critical
Role of Researcher	Researcher & their biases may be known to participants in the study Participant characteristics may be known to the researcher	Researcher and their biases are not known to participants in the study Participant characteristics are deliberately hidden from the research (double blind studies)
Results	Particular or specialized findings that is less generalizable	Generalizable findings that can be applied to other populations
Scientific Method	Exploratory or bottom–up: the researcher generates a new hypothesis and theory from the data collected	Confirmatory or top-down: the researcher tests the hypothesis and theory with the data
View of Human Behavior	Dynamic Situational Social Personal	Regular Predictable
Most Common Research Objectives	Explore Discover Construct	Describe Explain Predict
Focus	Wide-angle lens Examines the breadth and depth of phenomena	Narrow-angle lens Tests a specific hypothesis
Nature of Observation	Study behavior in a natural environment.	Study behavior under controlled conditions Isolate causal effects
Nature of Reality	Multiple realities Subjective	Single reality Objective
Final Report	Narrative report with contextual description Direct quotations from research participants	Statistical report with correlations comparisons of means statistical significance of findings

The content in the above table was taken directly from an Xavier University Library publication using the following sources:

Johnson, B., & Christensen, L. (2008). Educational research: Quantitative, qualitative, and mixed approaches (p. 34). Thousand Oaks, CA: Sage Publications.
Lichtman, M. (2006). Qualitative research in education: A user’s guide (pp. 7-8). Thousand Oaks, CA: Sage Publications.