Data analysis in research is a key step. Data analytics services is a set of techniques and processes created to test whether assumptions and hypotheses were correct, as well as to solve the puzzles posed. This stage is probably the most difficult in times of intellectual effort and professional qualification, but it allows you to arrange the most useful info from the gathered data.
Techniques of data analysis
Quantitative and qualitative analysis are interrelated techniques that may be joined in studies to produce comprehensive effects.
- Quantitative data provides you with estimates to support the overall aims of your review.
- Qualitative data provides the items to get their full associations in base.
- To see the top effects from using these 2 techniques in your studies, it is necessary that you recognize the variations among them.
Let’s consider this topic.
Quantitative and qualitative data analysis
Qualitative techniques are focus groups, in-depth interviews, home visits, and accompanied shopping. Quantitative is face-to-face interviews, phone interviews, street interviews, and hall tests.
The main variation among “quantitative” and “qualitative” surveys is that in the first case a large number of respondents are studied, while in qualitative surveys the particular volume does not really matter. What is needed is a variety of views, not a representative example of people. Because of the large number of respondents, quantitative data may (and should!) be representative, that is, it may be transferred to a wide population. But what about “qualitative” respondents? Keep in mind that qualitative studies do not raise the question of representativeness in principle, since their purpose is quite different, namely to obtain in-depth information about the object under study. For this purpose, qualitative surveys often use various psychological instruments, such as projective methods, to elicit info that is not on the surface, which “quantitative surveys” can’t do.
Here we come to the process of collecting information. In “quantitative” data gathering process is strictly formalized, and no deviations are allowed. The interviewers have a pre-designed questionnaire, in which all subjects must be asked in a strictly defined sequence. During the interview, it is not allowed to reword topics in their own sayings or add any explanations from themselves, if they are not given in the instructions. In qualitative techniques it is quite different: as a rule, the moderator has a certain guide/ script of the conversation, which may be adjusted in the process, depending on the info received. The sequence of topics may also change according to the situation.
You require a “quantitative” report if you require solutions to the subjects:
- “how often?”,
If your subjects are “why?”, “how?”, if you require to determine underlying motives for consumer behavior, then a “qualitative” will help.
Qualitative and quantitative techniques as supporting tools
Sometimes qualitative and quantitative research data are practiced as supporting tools for each other. In case, a “qualitative” study is sent first and the effects are applied in “quantitative” research with the aim:
– to formulate preliminary proposals,
– or to obtain response options,
– or to learn the “language” of the target audience.
Or qualitative research may be conducted after quantitative research to clarify some subjects in extra detail.