WHAT IS QUALITATIVE RESEARCH? WHEN SHOULD YOU USE IT INSTEAD OF QUANTITATIVE RESEARCH?

📚 One of the questions Dr. My receives most frequently from Master’s students and PhD candidates is:

“Should my research use a qualitative or quantitative approach?”

The truth is, there is no research method that is inherently better than another—there is only the method that is more appropriate for your research objectives.

👉 Qualitative Research is used when you want to explore the nature of a phenomenon, gain an in-depth understanding of people’s thoughts, emotions, experiences, behaviors, or motivations. Rather than answering the question “How many?”, qualitative research seeks to answer “Why?” and “How?”.

For example:

• Why are customers loyal to a particular brand?
• What factors influence employees’ decisions to resign?
• How do managers experience digital transformation?
• What do patients expect from healthcare services?

In these situations, a survey with hundreds of responses may not provide insights as meaningful as 20–30 well-conducted in-depth interviews.

On the other hand, if your objective is to test hypotheses, measure relationships among variables, or generalize findings to a larger population, then Quantitative Research is the more appropriate choice.

Choosing the right research methodology from the very beginning will help you:

✅ Develop a more logically structured Research Proposal.
✅ Save time by reducing revisions requested by your Supervisor.
✅ Enhance the quality of your Thesis and increase your chances of international publication.

At Dr. My Academy, we do more than teach students how to conduct qualitative or quantitative research. We help them select the methodology that best fits their research topic, objectives, and the requirements of their university or target academic journal.

Still unsure whether your study should use a qualitative or quantitative approach?

Share your research topic in the comments or send us a message via our Fanpage, and Dr. My will be happy to provide insights and recommend the most suitable research direction for your study.

TAKE ACTION TODAY

👉 Send us a message today and let Dr. My Academy create a personalized research roadmap tailored to your academic journey.

📞 Hotline: +84 902 542 760

🌐 Websites: www.drmyacademy.com & www.nguyensinhmy.com

📧 Email: nguyensinhmy@gmail.com

📍 Address: EZAP Building, 199 Nguyen Van Thu Street, Da Kao Ward, District 1, Ho Chi Minh City, Vietnam.