Difference between Qualitative Research and Quantitative Research.

Qualitative Research
Qualitative Research is primarily exploratory research. It is used to gain an understanding of
underlying reasons, opinions, and motivations. It provides insights into the problem or helps to
develop ideas or hypotheses for potential quantitative research. Qualitative Research is also used
to uncover trends in thought and opinions, and dive deeper into the problem. Qualitative data
collection methods vary using unstructured or semi-structured techniques. Some common methods
include focus groups (group discussions), individual interviews, and participation/observations.
The sample size is typically small, and respondents are selected to fulfil a given quota.

Quantitative Research
Quantitative Research is used to quantify the problem by way of generating numerical data or data
that can be transformed into usable statistics. It is used to quantify attitudes, opinions, behaviors,
and other defined variables – and generalize results from a larger sample population. Quantitative
Research uses measurable data to formulate facts and uncover patterns in research. Quantitative
data collection methods are much more structured than Qualitative data collection methods.
Quantitative data collection methods include various forms of surveys – online surveys, paper
surveys, mobile surveys and kiosk surveys, face-to-face interviews, telephone interviews,
longitudinal studies, website interceptors, online polls, and systematic observations.

Qualitative Quantitative
Purpose The purpose is to explain and gain The purpose is to explain,
insight and understanding of phenomena predict, and/or control
through intensive collection of narrative phenomena through
data Generate hypothesis to be test , focused collection of
inductive. numerical data. Test
hypotheses, deductive.

Approach to subjective, holistic, process- oriented Objective, focused,

Inquiry outcome- oriented

Hypotheses Tentative, evolving, based on particular Specific, testable, stated

study prior to particular study

Research Setting Controlled setting not as important Controlled to the degree

possible

Sampling Purposive: Intent to select “small, ” not Random: Intent to select

necessarily representative, sample in “large, ” representative
order to get in-depth understanding sample in order to
generalize results to a
population
Qualitative Quantitative
Measurement Non-standardized, narrative (written Standardized, numerical
word), ongoing (measurements,
numbers), at the end

Design and Flexible, specified only in general terms Structured, inflexible,

Method in advance of study Nonintervention, specified in detail in
minimal disturbance All Descriptive— advance of study
History, Biography, Ethnography, Intervention,
Phenomenology, Grounded Theory, manipulation, and control
Case Study, (hybrids of these) Consider Descriptive Correlation
many variable, small group Causal-Comparative
Experimental Consider
few variables, large group

Data Collection Document and artifact (something Observations (non-

Strategies observed) that is collection (participant,
non-participant). Interviews/Focus
Groups (un-/structured, in-/formal).
Administration of questionnaires (open
ended). Taking of extensive, detailed
field notes.
participant). Interviews
and Focus Groups (semi-
structured, formal).
Administration of tests
and questionnaires (close
ended).

Data Analysis Raw data are in words. Essentially Raw data are numbers
ongoing, involves using the Performed at end of
observations/comments to come to a study, involves statistics
conclusion. (using numbers to come
to conclusions).

Data Conclusions are tentative (conclusions Conclusions and

Interpretation can change), reviewed on an ongoing generalizations
basis, conclusions are generalizations. formulated at end of
The validity of the study, stated with
inferences/generalizations are the predetermined degree of
reader’s responsibility. certainty.
Inferences/generalizations
are the researcher’s
responsibility. Never
100% certain of our
findings.
In summary,