Qualitative Research is primarily exploratory research. It is used to gain an
understanding of underlying reasons, opinions, and motivations. It helps to develop ideas or hypotheses for potential quantitative research. 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 fulfill 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 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.
Comparison Chart BASIS FOR QUALITATIVE QUANTITATIVE COMPARISON RESEARCH RESEARCH
Meaning Qualitative research is a Quantitative research is a
method of inquiry that research method that is develops understanding used to generate numerical on human and social data and hard facts, by sciences, to find the way employing statistical, logical people think and feel. and mathematical technique. BASIS FOR QUALITATIVE QUANTITATIVE COMPARISON RESEARCH RESEARCH
Nature Holistic Particularistic
Approach Subjective Objective
Research type Exploratory Conclusive
Reasoning Inductive Deductive
Sampling Purposive Random
Data Verbal Measurable
Inquiry Process-oriented Result-oriented
Hypothesis Generated Tested
Elements of Words, pictures and Numerical data
analysis objects
Objective To explore and discover To examine cause and effect
ideas used in the ongoing relationship between processes. variables.
Methods Non-structured Structured techniques such
techniques like In-depth as surveys, questionnaires interviews, group and observations. discussions etc. BASIS FOR QUALITATIVE QUANTITATIVE COMPARISON RESEARCH RESEARCH
Result Develops initial Recommends final course of
understanding action
1. Qualitative research is a method of inquiry that develops
understanding on human and social sciences, to find the way people think and feel. A scientific and empirical research method that is used to generate numerical data, by employing statistical, logical and mathematical technique is called quantitative research. 2. Qualitative research is holistic in nature while quantitative research is particularistic. 3. The qualitative research follows a subjective approach as the researcher is intimately involved, whereas the approach of quantitative research is objective, as the researcher is uninvolved and attempts to precise the observations and analysis on the topic to answer the inquiry. 4. Qualitative research is exploratory. As opposed to quantitative research which is conclusive. 5. The reasoning used to synthesis data in qualitative research is inductive whereas in the case of quantitative research the reasoning is deductive. 6. Qualitative research is based on purposive sampling, where a small sample size is selected with a view to get a thorough understanding of the target concept. On the other hand, quantitative research relies on random sampling; wherein a large representative sample is chosen in order to extrapolate the results to the whole population. 7. Verbal data are collected in qualitative research. Conversely, in quantitative research measurable data is gathered. 8. Inquiry in qualitative research is a process-oriented, which is not in the case of quantitative research. 9. Elements used in the analysis of qualitative research are words, pictures, and objects while that of quantitative research is numerical data. 10. Qualitative Research is conducted with the aim of exploring and discovering ideas used in the ongoing processes. As opposed to quantitative research the purpose is to examine cause and effect relationship between variables. 11. Lastly, the methods used in qualitative research are in-depth interviews, focus groups, etc. In contrast, the methods of conducting quantitative research are structured interviews and observations. 12.Qualitative Research develops the initial understanding whereas quantitative research recommends a final course of action.