It is crucial to combine both research types as Quantitative data provides numerical information on trends and patterns whereas qualitative data provides detailed descriptions and explanations of these trends.
This article addresses the main challenge that researchers face when combining the research method. Therefore, Qualitative and Quantitative research both have their own benefits but by blending both of them it allows for a more thorough exploration of a research question. It can answer complex research queries that cannot be solved with either qualitative or quantitative research.
For example, a study on student performance might involve surveys to gather numerical data on test scores which is quantitative research and interviews to explore student attitudes and experiences which is qualitative research. This combination shows the complete and comprehensive understanding of the topic.
In other areas studies support this approach as In healthcare, combining patient surveys with interviews helped research why patients were dissatisfied with the services so this combination of research provided deeper insights than just using one only.
Mixed method research is a great option when quantitative or qualitative data alone can not sufficiently answer a research question. By collecting and analyzing both quantitative and qualitative data in the same study, you can draw more meaningful conclusions.
Understanding Qualitative and Quantitative research
Quantitative research focuses on collection and analysis of numerical data. There are many ways of collecting quantitative data such as A/B testing, Quantitative usability testing, Questionnaires and Surveys. And it is often used to answer questions related to “how much,” “how many,” or “to what extent.”‘
For example, if there is inflation and we wanted to know how many people were affected by it then we could get this information through quantitative data like 60% of the population or 40%.
Quantitative research is generalizable to some larger populations as it uses larger sample sizes to ensure statistical validity. Moreover, it is less time consuming than Qualitative research as Qualitative research involves taking detailed interviews of people, doing observations and Focus groups decisions which is very time consuming because it involves extensive data collection.
On the other hand, Qualitative research involves non-numerical measures like beliefs, motivations, attitudes, and experiences. It gathers descriptive data through observation, interviews, and questionnaires. It aims to understand the “why” and “how” behind people’s choices.
For example, A researcher conducts in-depth interviews with employees to understand how working from home has impacted their productivity, work-life balance and mental health.
Qualitative research gives detailed and valid process data based on the participant’s, rather than the investigator’s, assumptions so it helps in uncovering the reason and understanding the situation which cannot be understood by numbers alone. Moreover, it uses more natural and human data collection techniques, like interviews and focus groups to explore people’s underlying attitudes and emotions to get richer insight.
Can we combine Qualitative and Quantitative Data?
Yes, Combining Qualitative and Quantitative research is not only possible but it is also beneficial. As Quantitative research tells “how much” and Qualitative research tells “Why” so by combining both types of data, researchers can explore a research question from multiple angles and can get a more complete picture of the phenomenon.
So when we combine both qualitative and quantitative data, it becomes easier for us to understand our customer base better and then improve product or service accordingly. And this approach of combining both the research method is known as Mixed method research. For example, In a study on student engagement, a survey of 500 students showed that 45% felt disconnected during online classes (quantitative). In-depth interviews with 15 students identified that they struggled with the lack of personal interaction and preferred more hands-on, interactive learning experiences (qualitative).
Mixed method Research
In mixed method research, researchers combine the Quantitative and Qualitative data in order to get the best results. And it is a popular method of researching today as it allows for a deeper exploration of a research question.
However, you can combine qualitative and quantitative methods at various points—data collection or data analysis, For example, there are 4 ways to integrate qualitative and quantitative data in mixed methods research:
1. Convergent design:
It is a type of mixed methods research in which researchers collect the data at the same time but analyze them separately then the results are compared or combined to get the complete understanding.
For example, A company conducts an employee satisfaction survey (quantitative) and also holds focus group discussions (qualitative) to explore the reasons behind the survey results so both the data sets are analyzed separately and then compared to get a clearer picture of employee sentiment.
2. Sequential Explanatory design:
This starts with quantitative research first and then follows up with qualitative methods to explain the initial findings. This helps when you want deeper insights into the numerical data.
For example, A school conducts Quantitative research of a large number of students for academic performance and then interviews a smaller group of students to get more information about factors that are influencing their performance like study habits or personal challenges.
3. Sequential Exploratory design:
This starts with Qualitative research first and then follows up with Quantitative research. This is used when the goal is to explore a topic before collecting any quantitative data.
For example, A researcher interviews patients to understand the challenges of living with a chronic illness. Based on the interview findings, the researcher then designs a questionnaire to assess how widespread those challenges are among a larger population of patients.
4. Embedded design:
First type of data is qualitative or quantitative data which is the primary focus whereas the other type is embedded within the study to provide additional insights.
This design is used when researchers want to focus on the quantitative data but still need to understand how the qualitative data further explains it. For example, A large survey is conducted to measure customer satisfaction with a product but within that survey, there are some open-ended questions included to capture additional feedback and personal experiences.
Therefore, Mixed method research combines both qualitative and quantitative data to understand fully. However, it doesn’t matter which type of method you choose as each type adds value and depth. But understanding these can help you draw meaningful conclusions from your research.
4 Benefits of Mixed method approach:
1. Decrease complexity:
The decision to use mixed methods research often comes when the researchers face complexity as when you’re facing questions that can’t be answered by numbers alone or when user stories need validation through data, mixed methods research becomes invaluable. This allows researchers to overcome complicated issues by using both the research methods as they will get in depth information and clarity in quantitative research.
For example, In a study published by the Journal of Mixed Methods Research (2020), researchers found that when using mixed methods, 72% of participants felt that complex, multi-faceted research questions (e.g., those involving human behavior) were better addressed compared to using quantitative methods alone.
2. Get the answer for both what and why:
Mixed method approach provides a more comprehensive understanding of user behavior by capturing both the “what” and “why” behind user actions. For example, quantitative data can show high abandonment rates on a signup page while qualitative insights can reveal the specific frustrations causing users to leave.
3. Increase Validity:
It is useful when there are differences in results in different studies. By combining both quantitative and qualitative data, mixed methods research can offer insights into why those differences exist. So this can help reduce the risk of bias and make the conclusion reliable. As in a research project on employee satisfaction, a mixed-methods approach revealed that while surveys showed a 50% satisfaction rate, follow-up interviews uncovered that many employees misinterpreted certain survey questions. This helped researchers refine their conclusions, ensuring that the data reflected true employee sentiments.
4. Flexibility:
As it allows researchers to choose the best approach for their specific questions and they can switch between quantitative or qualitative research which depends on the needs of the study which makes it easier to adapt to different situations. A 2021 Harvard Business Review article on adaptive research techniques highlighted that 60% of organizations using mixed methods reported greater flexibility in adjusting their research strategy mid-study, depending on emerging needs or new insights.
However, Qualitative and Quantitative research both have their own strengths as Qualitative includes depth understanding by capturing emotions, feelings whereas, Quantitative provides measurable insights and statistics but by combining them can be a powerful research approach as it provides a more comprehensive and clearer understanding of the research problem.
If you are looking to apply mixed method research in your work so start by identifying your research question and consider how both qualitative and quantitative data can help answer it. And choose a mixed method design that best suits your needs and start collecting the data accordingly.
