We often think in terms of products that the advantage of quality far outweighs the advantages of quantity. However, where surveying is concerned, more companies are more interested in quantitative research as compared to qualitative research. And it is mostly these companies that fund the research.
Issues that arise are often related to the reliability of the research. Quantitative research represents the mass and a small margin of error in the research does not change the results totally. The qualitative research may not allow such an error. The list of disadvantages can go on when questioning the reliability of the group chosen for research or even the professionalism of the interviewer. However, qualitative research still has advantages.
Qualitative research brings out certain issues arising from the quantitative research that the later will not be able to explore. A semi-structured interview will be able to research issues relating to the answer provided by the quantitative research. Such issues can even relate to other underlying problems. Therefore, the funding body might be more aware of underlying social, economic or political issues concerned.
Some issues arising from the reliability of research can also be addressed in the following ways. The researcher can look more into the interviewee’s background information, making sure that he/she is in a proper demographic, while also familiarizing himself with the interviewee’s cultural background. At the same time, the researcher can also constantly cross-check information to make sure the statements made by the interviewee is reliable and coherent.
In summary, while the qualitative researcher can have means of making the research more reliable, issues still remain with the possibility of biasness and error on part of the researched subjects. However, what remains certain is that quantitative research will not be able to dig in underlying issues. Both research remains equally important and with its own flaws.
