4. Quantitative Research Reflection

This week’s topic was dedicated to examine quantitative research methods, while we also had a closer look at qualitative research in order to compare the benefits and limitations of both methods.

To sum it up in a few sentences: Qualitative research follows an heuristic approach, which means that it generates new or unforeseen knowledge in the field of study. It takes views, opinions, certain behaviours into account which cannot be generalized. Based on the findings the researches can formulate hypothesis that can be tested with quantitative methods. In opposite, quantitative research can be used when knowledge already exists to give a better understanding if the findings also apply to a larger group of people (generalization).

In the seminar I really liked how we were supposed to sketch up a flow chart in order to better understand the interpretation of a study result. We could on the one hand see clearly where correlations between variables exist while on the other hand we were also debating on how the connections should be made in the right way. Again we conceived that the results are deeply dependent on the research method being used as well on its limitations.

The lecture gave some good examples on how to formulate questions and prepare a questionnaire for conducting a study. From my own experience I can recall that the quality of the results heavily relies on how the questions were formulated. What I learned is that you have to avoid negotiations, leading or loaded questions, as well as assumptions when creating a questionnaire. Always state your questions in an easy and understandable way  but be clear in what you want to know.

For my bachelor’s thesis I conducted guided interviews with social media managers to get an understanding of how social media crisis could be prevented. Due to the qualitative method I had more possibilities to clarify with my interviewees what I meant with a particular question or a certain term to eliminate any causes which could lead to a misunderstanding. My results could therefore gain a higher reliability and as a consequence of that an also higher validity.

In conclusion I believe that both research methods are necessary for scientific research. By taking their benefits and limitations into account, it is important to choose the most suitable method for your research question. In order to make the right decision it is inevitable to have a deeper understanding and knowledge of both methods. Interpreting the findings correctly is one important thing, but the preparations that lead to your results are even more crucial, since they incorporate the base for your statements.