Many times those that undertake a research project often find they are not aware of the

differences between Qualitative Research and Quantitative Research methods. Many

mistakenly think the two terms can be used interchangeably.

So what is the 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.

Quantitative research is a type of empirical investigation. That means the research focuses on verifiable
observation as opposed to theory or logic. Most often this type of research is expressed in n umbers. A
researcher will represent and manipulate certain observations that they are studying. They will attempt
to explain what it is they are seeing and what affect it has on the subject. They will also determine and
what the changes may reflect. The overall goal is to convey numerically what is being seen in the
research and to arrive at specific and observable conclusions.

If you’re going to be conducting quantitative research, you might want to check out Udemy’s course
on writing an effective research paper. There you will find information to help you understand
how to conduct your own research, as well as how to interpret the research of others and arrange it into
a cohesive paper.

There are four basic types of quantitative research: survey, correlational, causal-comparative, and
experimental. But we must first understand how quantitative research works.
How Quantitative Research Works

To better understand this style of research we need to break down its major tenets. There are three:
observing and explaining something that happens, collecting information, and analyzing the
information. The combination of these three parts is at work when presenting clear and well-researched
findings.

Observing and explaining occurrences is the first step. The search for this explanation can be presented
in the form of a question. It can also be expressed as a hypothesis. In the case of a hypothesis the search
for an explanation is made as a statement to be proved of disproved – depending on the goals of your
research.

The collection of information in quantitative research is what sets it apart from other types.
Quantitative research is focused specifically on numerical information, also known as ‘data.’ Because
the research requires its conductor to use mathematical analysis to investigate what is being observed,
the information collected must be in numbers.

The last step of the research revolves around using mathematics to analyze the ‘data’ collected. This is
done with statistics. When most people think about quantitative research they think specifically about
statistics. You might want to check out Udemy’s Introductory Statistics course. It can help you to
better understand how to crunch numbers for better quantitative research practices.

Now, let’s go over the four types of quantitative research:

Survey Research

Survey research uses interviews, questionnaires, and sampling polls to get a sense of behavior with
intense precision. It allows researchers to judge behavior and then present the findings in an accurate
way. This is usually expressed in a percentage. Survey research can be conducted around one group
specifically or used to compare several groups. When conducting survey research it is important that
the people questioned are sampled at random. This allows for more accurate findings across a greater
spectrum of respondents.

It is very important when conducting survey research that you work with statisticians and field service
agents who are reputable. Since there is a high level of personal interaction in survey scenarios as well
as a greater chance for unexpected circumstances to occur, it is possible for the data to be affected. This
can heavily influence the outcome of the survey.

There are several ways to conduct survey research. They can be done in person, over the phone, or
through mail or email. In the last instance they can be self-administered. When conducted on a single
group survey research is its own category. However survey research can be applied to the other types of
research listed below.

You’ve probably taken part in several survey research projects, since they are extremely common. Have
you ever received a receipt from a store or restaurant where you’re asked to call a number at the bottom
to participate in a survey and be entered to win? Have you ever been asked to “stay on the line” to
answer a few questions after an experience with a customer service rep? Have you ever been asked to
give your thoughts after visiting a website? These are all examples of survey research.
Correlational Research

Correlational research tests for the relationships between two variables. Performing correlational
research is done to establish what the affect of one on the other might be and how that affects the
relationship. Correlational research is conducted in order to explain a noticed occurrence. In
correlational research the survey is conducted on a minimum of two groups. In most correlational
research there is a level of manipulation involved with the specific variables being researched. Once the
information is compiled it is then analyzed mathematically to draw conclusions about the affect that
one has on the other.

Remember, correlation does not always mean causation. For example, just because two data points sync
doesn’t mean that there is a direct cause and effect relationship. Typically, you should not make
assumptions from correlational research alone.

Causal-Comparative Research

Causal-comparative research looks to uncover a cause and effect relationship. This research is not
conducted between the two groups on each other. Rather than look solely for a statistical relationship
between two variables it tries to identify, specifically, how the different groups are affected by the sa me
circumstance. Causal-comparative research involves ‘comparison.’ In causal-comparative research the
study of two or more groups is done without focusing on their relationship. As always the use of
statistical analysis is engaged to synthesize the data in a clear method for presentation.

Experimental Research

Though questions may be posed in the other forms of research, experimental research is guided
specifically by a hypothesis. Sometimes experimental research can have several hypotheses. A
hypothesis is a statement to be proven or disproved. Once that statement is made experiments are
begun to find out whether the statement is true or not. This type of research is the bedrock of most
sciences, in particular the natural sciences. If natural sciences, such as biology, are something you are
interested in you should check out Udemy’s course on writing an A+ Biology Paper. It will help you
use the types of quantitative research to great effect.

Quantitative research can be exciting and highly informative. It can be used to help explain all sorts of
phenomena. The best quantitative research gathers precise empirical data and can be applied to gain a
better understanding of several fields of study. Now that you’ve compiled your research, it’s time to
start writing.