Quantitative research involves the collection of statistical data, which is then analyzed to make an informed conclusion. Quantitative research, therefore, uses numbers to prove the general ideas of the study. Qualitative research on the other hand seeks to understand the behavior of cultural groups. The research provides detailed information about particular human behavior across cultures. This research technique is less structured and does not involve numerical data. Both research methods have advantages and disadvantages, as illustrated below.
Quantitative Research
The primary advantage of using a quantitative research technique is that the numerical data collected across cultures allows for a comparison of various cultural groups (Yauch & Steudel, 2003). The statistical data collected through structured data collection methods such as questionnaires and surveys are tabulated, and graphs are drawn, which would facilitate cross-cultural comparison. Also, the numerical data facilitates the consideration of other valuables such as the level of agreement or disagreement among the respondents. The data collection methods also ensure that the research is done within a short period hence saving time.
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The major disadvantage of quantitative research is that it does not allow for the evaluation of the underlying issues that affect a cultural group. The cultural values and assumptions may have a significant influence on the respondents' answers. The structured questionnaires or surveys do not seek to understand the logic or reasoning behind the answers given (Leech, & Onwuegbuzie, 2009). An in-depth understanding of the cultural values, norms, and beliefs is, therefore, nearly impossible with quantitative research.
Qualitative Research
The main advantage of the qualitative research technique is that it allows the researcher to assess the cultural factors that influence behavior. The cultural values, beliefs, and norms that determine the outcome of a behavior can be analyzed for a better understanding of the research topic. The study is less structured, and it seeks to gather information about what motivates individuals to behave in a particular manner (de Quadros Rigoni, 2016). An in-depth understanding of the research topic is possible as the participants are allowed to describe issues that concern them.
The disadvantage of a qualitative research technique is that it can be time-consuming (Yauch & Steudel, 2003). Probing for the underlying cultural factors that influence human behavior requires a researcher to spend a significant amount of time with the participants to understand their culture. Where time is a limiting factor, the qualitative research method may not be the most efficient.
References
de Quadros Rigoni, R. (2016). Benefits and challenges of qualitative methodologies in cross-cultural psychology studies.
Leech, N. L., & Onwuegbuzie, A. J. (2009). A typology of mixed methods research designs. Quality & quantity , 43 (2), 265-275.
Yauch, C. A., & Steudel, H. J. (2003). Complementary use of qualitative and quantitative cultural assessment methods. Organizational Research Methods , 6 (4), 465-481.
