المقاربة الكمية و الكيفية في ضوء التجربة البحثية في علوم الإعلام و الاتصال

الملخص EN

Research differ in their methodology and design, they may use qualitative or quantitative methods.

Every method of study has its own way of interpretation of the phenomenon.

The most important differences between the two methods is in the way of collecting information and data, quantitative research focuses on numbers, tables and numerical data while qualitative research is concerned with information, vocabulary, words and explanatory sentences.

The permanent tendency to quantify the phenomena studied does not weaken scientific research and its accuracy, but leads to a focus on what is general, as highlighted by the statistics but overlooks what is special and qualitative because qualitative research look deep inside scientific research, based on this idea this research paper focuses on the specificity of Quantitative and qualitative methods through the research experience in media science and communication, by defining the concept, features, research tools, and highlighting the most important differences between quantitative and qualitative research in media research.