Black Studies -- Research Issues Wittenbrink, J.F. Judd, B., and Park, M. P "Spontaneous prejudice in context:

Variability in automatically activated attitudes." Journal of Personality and Social Psychology, Vol. 81, No. 5 (2001): 815-827.

Quantitative Approach

The quantitative approach to this research question would collect data in the form of the numerical breakdown of responses. It would consider questions such as the relative percentages of subjects who expressed various positions or exhibited various responses to the experimental situations. For example, a quantitative study of this experimental issue might report that eighty percent of Caucasians exhibited prejudicial attitudes in connection with the presentation of African-Americans in the gang conflict situation, that thirty percent exhibited prejudicial attitudes in the family barbeque situation, and that more Caucasians exhibited prejudicial attitudes in connection with certain contextual backgrounds than in others.

Qualitative Approach

The qualitative approach...

Instead of focusing on the numbers of specific responses, this qualitative analysis would seek to understand the thought processes, assumptions, fears, reflected in the reactions of the subjects in ways that merely quantifying them relatively does not examine at all. In essence, whereas the quantitative approach would reveal how prevalent prejudicial attitudes are, the quantitative approach would reveal some of the reasons behind those numbers.
Blanchard, F.A., Lilly, T., and Vaughan, L.A. "Reducing the Expression of Racial Prejudice." Psychological Science Vol. 2, No. 2 (1991): 101-105.

Quantitative Approach

The quantitative approach to this study would investigate the relative prevalence of the phenomenon of the influence of normative opinions on subjects in relation to racial prejudice. For example, it would yield data such as the specific percentage of Caucasian subjects who…