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• Qualitative vs. Quantitative Research | Differences, Examples & Methods

Qualitative vs. Quantitative Research | Differences, Examples & Methods

Published on April 12, 2019 by Raimo Streefkerk . Revised on June 22, 2023.

When collecting and analyzing data, quantitative research deals with numbers and statistics, while qualitative research deals with words and meanings. Both are important for gaining different kinds of knowledge.

Common quantitative methods include experiments, observations recorded as numbers, and surveys with closed-ended questions.

Quantitative research is at risk for research biases including information bias , omitted variable bias , sampling bias , or selection bias . Qualitative research Qualitative research is expressed in words . It is used to understand concepts, thoughts or experiences. This type of research enables you to gather in-depth insights on topics that are not well understood.

Common qualitative methods include interviews with open-ended questions, observations described in words, and literature reviews that explore concepts and theories.

Table of contents

The differences between quantitative and qualitative research, data collection methods, when to use qualitative vs. quantitative research, how to analyze qualitative and quantitative data, other interesting articles, frequently asked questions about qualitative and quantitative research.

Quantitative and qualitative research use different research methods to collect and analyze data, and they allow you to answer different kinds of research questions.

Quantitative and qualitative data can be collected using various methods. It is important to use a data collection method that will help answer your research question(s).

Many data collection methods can be either qualitative or quantitative. For example, in surveys, observational studies or case studies , your data can be represented as numbers (e.g., using rating scales or counting frequencies) or as words (e.g., with open-ended questions or descriptions of what you observe).

However, some methods are more commonly used in one type or the other.

Quantitative data collection methods

• Surveys :  List of closed or multiple choice questions that is distributed to a sample (online, in person, or over the phone).
• Experiments : Situation in which different types of variables are controlled and manipulated to establish cause-and-effect relationships.
• Observations : Observing subjects in a natural environment where variables can’t be controlled.

Qualitative data collection methods

• Interviews : Asking open-ended questions verbally to respondents.
• Focus groups : Discussion among a group of people about a topic to gather opinions that can be used for further research.
• Ethnography : Participating in a community or organization for an extended period of time to closely observe culture and behavior.
• Literature review : Survey of published works by other authors.

A rule of thumb for deciding whether to use qualitative or quantitative data is:

• Use quantitative research if you want to confirm or test something (a theory or hypothesis )
• Use qualitative research if you want to understand something (concepts, thoughts, experiences)

For most research topics you can choose a qualitative, quantitative or mixed methods approach . Which type you choose depends on, among other things, whether you’re taking an inductive vs. deductive research approach ; your research question(s) ; whether you’re doing experimental , correlational , or descriptive research ; and practical considerations such as time, money, availability of data, and access to respondents.

Quantitative research approach

You survey 300 students at your university and ask them questions such as: “on a scale from 1-5, how satisfied are your with your professors?”

You can perform statistical analysis on the data and draw conclusions such as: “on average students rated their professors 4.4”.

Qualitative research approach

You conduct in-depth interviews with 15 students and ask them open-ended questions such as: “How satisfied are you with your studies?”, “What is the most positive aspect of your study program?” and “What can be done to improve the study program?”

Based on the answers you get you can ask follow-up questions to clarify things. You transcribe all interviews using transcription software and try to find commonalities and patterns.

Mixed methods approach

You conduct interviews to find out how satisfied students are with their studies. Through open-ended questions you learn things you never thought about before and gain new insights. Later, you use a survey to test these insights on a larger scale.

It’s also possible to start with a survey to find out the overall trends, followed by interviews to better understand the reasons behind the trends.

Qualitative or quantitative data by itself can’t prove or demonstrate anything, but has to be analyzed to show its meaning in relation to the research questions. The method of analysis differs for each type of data.

Analyzing quantitative data

Quantitative data is based on numbers. Simple math or more advanced statistical analysis is used to discover commonalities or patterns in the data. The results are often reported in graphs and tables.

Applications such as Excel, SPSS, or R can be used to calculate things like:

• Average scores ( means )
• The number of times a particular answer was given
• The correlation or causation between two or more variables
• The reliability and validity of the results

Analyzing qualitative data

Qualitative data is more difficult to analyze than quantitative data. It consists of text, images or videos instead of numbers.

Some common approaches to analyzing qualitative data include:

• Qualitative content analysis : Tracking the occurrence, position and meaning of words or phrases
• Thematic analysis : Closely examining the data to identify the main themes and patterns
• Discourse analysis : Studying how communication works in social contexts

If you want to know more about statistics , methodology , or research bias , make sure to check out some of our other articles with explanations and examples.

• Chi square goodness of fit test
• Degrees of freedom
• Null hypothesis
• Discourse analysis
• Control groups
• Mixed methods research
• Non-probability sampling
• Quantitative research
• Inclusion and exclusion criteria

Research bias

• Rosenthal effect
• Implicit bias
• Cognitive bias
• Selection bias
• Negativity bias
• Status quo bias

Quantitative research deals with numbers and statistics, while qualitative research deals with words and meanings.

Quantitative methods allow you to systematically measure variables and test hypotheses . Qualitative methods allow you to explore concepts and experiences in more detail.

In mixed methods research , you use both qualitative and quantitative data collection and analysis methods to answer your research question .

The research methods you use depend on the type of data you need to answer your research question .

• If you want to measure something or test a hypothesis , use quantitative methods . If you want to explore ideas, thoughts and meanings, use qualitative methods .
• If you want to analyze a large amount of readily-available data, use secondary data. If you want data specific to your purposes with control over how it is generated, collect primary data.
• If you want to establish cause-and-effect relationships between variables , use experimental methods. If you want to understand the characteristics of a research subject, use descriptive methods.

Data collection is the systematic process by which observations or measurements are gathered in research. It is used in many different contexts by academics, governments, businesses, and other organizations.

There are various approaches to qualitative data analysis , but they all share five steps in common:

• Prepare and organize your data.
• Review and explore your data.
• Develop a data coding system.
• Assign codes to the data.
• Identify recurring themes.

The specifics of each step depend on the focus of the analysis. Some common approaches include textual analysis , thematic analysis , and discourse analysis .

A research project is an academic, scientific, or professional undertaking to answer a research question . Research projects can take many forms, such as qualitative or quantitative , descriptive , longitudinal , experimental , or correlational . What kind of research approach you choose will depend on your topic.

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A Practical Guide to Writing Quantitative and Qualitative Research Questions and Hypotheses in Scholarly Articles

Edward barroga.

1 Department of General Education, Graduate School of Nursing Science, St. Luke’s International University, Tokyo, Japan.

Glafera Janet Matanguihan

2 Department of Biological Sciences, Messiah University, Mechanicsburg, PA, USA.

The development of research questions and the subsequent hypotheses are prerequisites to defining the main research purpose and specific objectives of a study. Consequently, these objectives determine the study design and research outcome. The development of research questions is a process based on knowledge of current trends, cutting-edge studies, and technological advances in the research field. Excellent research questions are focused and require a comprehensive literature search and in-depth understanding of the problem being investigated. Initially, research questions may be written as descriptive questions which could be developed into inferential questions. These questions must be specific and concise to provide a clear foundation for developing hypotheses. Hypotheses are more formal predictions about the research outcomes. These specify the possible results that may or may not be expected regarding the relationship between groups. Thus, research questions and hypotheses clarify the main purpose and specific objectives of the study, which in turn dictate the design of the study, its direction, and outcome. Studies developed from good research questions and hypotheses will have trustworthy outcomes with wide-ranging social and health implications.

INTRODUCTION

Scientific research is usually initiated by posing evidenced-based research questions which are then explicitly restated as hypotheses. 1 , 2 The hypotheses provide directions to guide the study, solutions, explanations, and expected results. 3 , 4 Both research questions and hypotheses are essentially formulated based on conventional theories and real-world processes, which allow the inception of novel studies and the ethical testing of ideas. 5 , 6

It is crucial to have knowledge of both quantitative and qualitative research 2 as both types of research involve writing research questions and hypotheses. 7 However, these crucial elements of research are sometimes overlooked; if not overlooked, then framed without the forethought and meticulous attention it needs. Planning and careful consideration are needed when developing quantitative or qualitative research, particularly when conceptualizing research questions and hypotheses. 4

There is a continuing need to support researchers in the creation of innovative research questions and hypotheses, as well as for journal articles that carefully review these elements. 1 When research questions and hypotheses are not carefully thought of, unethical studies and poor outcomes usually ensue. Carefully formulated research questions and hypotheses define well-founded objectives, which in turn determine the appropriate design, course, and outcome of the study. This article then aims to discuss in detail the various aspects of crafting research questions and hypotheses, with the goal of guiding researchers as they develop their own. Examples from the authors and peer-reviewed scientific articles in the healthcare field are provided to illustrate key points.

DEFINITIONS AND RELATIONSHIP OF RESEARCH QUESTIONS AND HYPOTHESES

A research question is what a study aims to answer after data analysis and interpretation. The answer is written in length in the discussion section of the paper. Thus, the research question gives a preview of the different parts and variables of the study meant to address the problem posed in the research question. 1 An excellent research question clarifies the research writing while facilitating understanding of the research topic, objective, scope, and limitations of the study. 5

On the other hand, a research hypothesis is an educated statement of an expected outcome. This statement is based on background research and current knowledge. 8 , 9 The research hypothesis makes a specific prediction about a new phenomenon 10 or a formal statement on the expected relationship between an independent variable and a dependent variable. 3 , 11 It provides a tentative answer to the research question to be tested or explored. 4

Hypotheses employ reasoning to predict a theory-based outcome. 10 These can also be developed from theories by focusing on components of theories that have not yet been observed. 10 The validity of hypotheses is often based on the testability of the prediction made in a reproducible experiment. 8

Conversely, hypotheses can also be rephrased as research questions. Several hypotheses based on existing theories and knowledge may be needed to answer a research question. Developing ethical research questions and hypotheses creates a research design that has logical relationships among variables. These relationships serve as a solid foundation for the conduct of the study. 4 , 11 Haphazardly constructed research questions can result in poorly formulated hypotheses and improper study designs, leading to unreliable results. Thus, the formulations of relevant research questions and verifiable hypotheses are crucial when beginning research. 12

CHARACTERISTICS OF GOOD RESEARCH QUESTIONS AND HYPOTHESES

Excellent research questions are specific and focused. These integrate collective data and observations to confirm or refute the subsequent hypotheses. Well-constructed hypotheses are based on previous reports and verify the research context. These are realistic, in-depth, sufficiently complex, and reproducible. More importantly, these hypotheses can be addressed and tested. 13

There are several characteristics of well-developed hypotheses. Good hypotheses are 1) empirically testable 7 , 10 , 11 , 13 ; 2) backed by preliminary evidence 9 ; 3) testable by ethical research 7 , 9 ; 4) based on original ideas 9 ; 5) have evidenced-based logical reasoning 10 ; and 6) can be predicted. 11 Good hypotheses can infer ethical and positive implications, indicating the presence of a relationship or effect relevant to the research theme. 7 , 11 These are initially developed from a general theory and branch into specific hypotheses by deductive reasoning. In the absence of a theory to base the hypotheses, inductive reasoning based on specific observations or findings form more general hypotheses. 10

TYPES OF RESEARCH QUESTIONS AND HYPOTHESES

Research questions and hypotheses are developed according to the type of research, which can be broadly classified into quantitative and qualitative research. We provide a summary of the types of research questions and hypotheses under quantitative and qualitative research categories in Table 1 .

Research questions in quantitative research

In quantitative research, research questions inquire about the relationships among variables being investigated and are usually framed at the start of the study. These are precise and typically linked to the subject population, dependent and independent variables, and research design. 1 Research questions may also attempt to describe the behavior of a population in relation to one or more variables, or describe the characteristics of variables to be measured ( descriptive research questions ). 1 , 5 , 14 These questions may also aim to discover differences between groups within the context of an outcome variable ( comparative research questions ), 1 , 5 , 14 or elucidate trends and interactions among variables ( relationship research questions ). 1 , 5 We provide examples of descriptive, comparative, and relationship research questions in quantitative research in Table 2 .

Hypotheses in quantitative research

In quantitative research, hypotheses predict the expected relationships among variables. 15 Relationships among variables that can be predicted include 1) between a single dependent variable and a single independent variable ( simple hypothesis ) or 2) between two or more independent and dependent variables ( complex hypothesis ). 4 , 11 Hypotheses may also specify the expected direction to be followed and imply an intellectual commitment to a particular outcome ( directional hypothesis ) 4 . On the other hand, hypotheses may not predict the exact direction and are used in the absence of a theory, or when findings contradict previous studies ( non-directional hypothesis ). 4 In addition, hypotheses can 1) define interdependency between variables ( associative hypothesis ), 4 2) propose an effect on the dependent variable from manipulation of the independent variable ( causal hypothesis ), 4 3) state a negative relationship between two variables ( null hypothesis ), 4 , 11 , 15 4) replace the working hypothesis if rejected ( alternative hypothesis ), 15 explain the relationship of phenomena to possibly generate a theory ( working hypothesis ), 11 5) involve quantifiable variables that can be tested statistically ( statistical hypothesis ), 11 6) or express a relationship whose interlinks can be verified logically ( logical hypothesis ). 11 We provide examples of simple, complex, directional, non-directional, associative, causal, null, alternative, working, statistical, and logical hypotheses in quantitative research, as well as the definition of quantitative hypothesis-testing research in Table 3 .

Research questions in qualitative research

Unlike research questions in quantitative research, research questions in qualitative research are usually continuously reviewed and reformulated. The central question and associated subquestions are stated more than the hypotheses. 15 The central question broadly explores a complex set of factors surrounding the central phenomenon, aiming to present the varied perspectives of participants. 15

There are varied goals for which qualitative research questions are developed. These questions can function in several ways, such as to 1) identify and describe existing conditions ( contextual research question s); 2) describe a phenomenon ( descriptive research questions ); 3) assess the effectiveness of existing methods, protocols, theories, or procedures ( evaluation research questions ); 4) examine a phenomenon or analyze the reasons or relationships between subjects or phenomena ( explanatory research questions ); or 5) focus on unknown aspects of a particular topic ( exploratory research questions ). 5 In addition, some qualitative research questions provide new ideas for the development of theories and actions ( generative research questions ) or advance specific ideologies of a position ( ideological research questions ). 1 Other qualitative research questions may build on a body of existing literature and become working guidelines ( ethnographic research questions ). Research questions may also be broadly stated without specific reference to the existing literature or a typology of questions ( phenomenological research questions ), may be directed towards generating a theory of some process ( grounded theory questions ), or may address a description of the case and the emerging themes ( qualitative case study questions ). 15 We provide examples of contextual, descriptive, evaluation, explanatory, exploratory, generative, ideological, ethnographic, phenomenological, grounded theory, and qualitative case study research questions in qualitative research in Table 4 , and the definition of qualitative hypothesis-generating research in Table 5 .

Qualitative studies usually pose at least one central research question and several subquestions starting with How or What . These research questions use exploratory verbs such as explore or describe . These also focus on one central phenomenon of interest, and may mention the participants and research site. 15

Hypotheses in qualitative research

Hypotheses in qualitative research are stated in the form of a clear statement concerning the problem to be investigated. Unlike in quantitative research where hypotheses are usually developed to be tested, qualitative research can lead to both hypothesis-testing and hypothesis-generating outcomes. 2 When studies require both quantitative and qualitative research questions, this suggests an integrative process between both research methods wherein a single mixed-methods research question can be developed. 1

FRAMEWORKS FOR DEVELOPING RESEARCH QUESTIONS AND HYPOTHESES

Research questions followed by hypotheses should be developed before the start of the study. 1 , 12 , 14 It is crucial to develop feasible research questions on a topic that is interesting to both the researcher and the scientific community. This can be achieved by a meticulous review of previous and current studies to establish a novel topic. Specific areas are subsequently focused on to generate ethical research questions. The relevance of the research questions is evaluated in terms of clarity of the resulting data, specificity of the methodology, objectivity of the outcome, depth of the research, and impact of the study. 1 , 5 These aspects constitute the FINER criteria (i.e., Feasible, Interesting, Novel, Ethical, and Relevant). 1 Clarity and effectiveness are achieved if research questions meet the FINER criteria. In addition to the FINER criteria, Ratan et al. described focus, complexity, novelty, feasibility, and measurability for evaluating the effectiveness of research questions. 14

The PICOT and PEO frameworks are also used when developing research questions. 1 The following elements are addressed in these frameworks, PICOT: P-population/patients/problem, I-intervention or indicator being studied, C-comparison group, O-outcome of interest, and T-timeframe of the study; PEO: P-population being studied, E-exposure to preexisting conditions, and O-outcome of interest. 1 Research questions are also considered good if these meet the “FINERMAPS” framework: Feasible, Interesting, Novel, Ethical, Relevant, Manageable, Appropriate, Potential value/publishable, and Systematic. 14

As we indicated earlier, research questions and hypotheses that are not carefully formulated result in unethical studies or poor outcomes. To illustrate this, we provide some examples of ambiguous research question and hypotheses that result in unclear and weak research objectives in quantitative research ( Table 6 ) 16 and qualitative research ( Table 7 ) 17 , and how to transform these ambiguous research question(s) and hypothesis(es) into clear and good statements.

a These statements were composed for comparison and illustrative purposes only.

b These statements are direct quotes from Higashihara and Horiuchi. 16

a This statement is a direct quote from Shimoda et al. 17

The other statements were composed for comparison and illustrative purposes only.

CONSTRUCTING RESEARCH QUESTIONS AND HYPOTHESES

To construct effective research questions and hypotheses, it is very important to 1) clarify the background and 2) identify the research problem at the outset of the research, within a specific timeframe. 9 Then, 3) review or conduct preliminary research to collect all available knowledge about the possible research questions by studying theories and previous studies. 18 Afterwards, 4) construct research questions to investigate the research problem. Identify variables to be accessed from the research questions 4 and make operational definitions of constructs from the research problem and questions. Thereafter, 5) construct specific deductive or inductive predictions in the form of hypotheses. 4 Finally, 6) state the study aims . This general flow for constructing effective research questions and hypotheses prior to conducting research is shown in Fig. 1 .

Research questions are used more frequently in qualitative research than objectives or hypotheses. 3 These questions seek to discover, understand, explore or describe experiences by asking “What” or “How.” The questions are open-ended to elicit a description rather than to relate variables or compare groups. The questions are continually reviewed, reformulated, and changed during the qualitative study. 3 Research questions are also used more frequently in survey projects than hypotheses in experiments in quantitative research to compare variables and their relationships.

Hypotheses are constructed based on the variables identified and as an if-then statement, following the template, ‘If a specific action is taken, then a certain outcome is expected.’ At this stage, some ideas regarding expectations from the research to be conducted must be drawn. 18 Then, the variables to be manipulated (independent) and influenced (dependent) are defined. 4 Thereafter, the hypothesis is stated and refined, and reproducible data tailored to the hypothesis are identified, collected, and analyzed. 4 The hypotheses must be testable and specific, 18 and should describe the variables and their relationships, the specific group being studied, and the predicted research outcome. 18 Hypotheses construction involves a testable proposition to be deduced from theory, and independent and dependent variables to be separated and measured separately. 3 Therefore, good hypotheses must be based on good research questions constructed at the start of a study or trial. 12

In summary, research questions are constructed after establishing the background of the study. Hypotheses are then developed based on the research questions. Thus, it is crucial to have excellent research questions to generate superior hypotheses. In turn, these would determine the research objectives and the design of the study, and ultimately, the outcome of the research. 12 Algorithms for building research questions and hypotheses are shown in Fig. 2 for quantitative research and in Fig. 3 for qualitative research.

EXAMPLES OF RESEARCH QUESTIONS FROM PUBLISHED ARTICLES

• EXAMPLE 1. Descriptive research question (quantitative research)
• - Presents research variables to be assessed (distinct phenotypes and subphenotypes)
• “BACKGROUND: Since COVID-19 was identified, its clinical and biological heterogeneity has been recognized. Identifying COVID-19 phenotypes might help guide basic, clinical, and translational research efforts.
• RESEARCH QUESTION: Does the clinical spectrum of patients with COVID-19 contain distinct phenotypes and subphenotypes? ” 19
• EXAMPLE 2. Relationship research question (quantitative research)
• - Shows interactions between dependent variable (static postural control) and independent variable (peripheral visual field loss)
• “Background: Integration of visual, vestibular, and proprioceptive sensations contributes to postural control. People with peripheral visual field loss have serious postural instability. However, the directional specificity of postural stability and sensory reweighting caused by gradual peripheral visual field loss remain unclear.
• Research question: What are the effects of peripheral visual field loss on static postural control ?” 20
• EXAMPLE 3. Comparative research question (quantitative research)
• - Clarifies the difference among groups with an outcome variable (patients enrolled in COMPERA with moderate PH or severe PH in COPD) and another group without the outcome variable (patients with idiopathic pulmonary arterial hypertension (IPAH))
• “BACKGROUND: Pulmonary hypertension (PH) in COPD is a poorly investigated clinical condition.
• RESEARCH QUESTION: Which factors determine the outcome of PH in COPD?
• STUDY DESIGN AND METHODS: We analyzed the characteristics and outcome of patients enrolled in the Comparative, Prospective Registry of Newly Initiated Therapies for Pulmonary Hypertension (COMPERA) with moderate or severe PH in COPD as defined during the 6th PH World Symposium who received medical therapy for PH and compared them with patients with idiopathic pulmonary arterial hypertension (IPAH) .” 21
• EXAMPLE 4. Exploratory research question (qualitative research)
• - Explores areas that have not been fully investigated (perspectives of families and children who receive care in clinic-based child obesity treatment) to have a deeper understanding of the research problem
• “Problem: Interventions for children with obesity lead to only modest improvements in BMI and long-term outcomes, and data are limited on the perspectives of families of children with obesity in clinic-based treatment. This scoping review seeks to answer the question: What is known about the perspectives of families and children who receive care in clinic-based child obesity treatment? This review aims to explore the scope of perspectives reported by families of children with obesity who have received individualized outpatient clinic-based obesity treatment.” 22
• EXAMPLE 5. Relationship research question (quantitative research)
• - Defines interactions between dependent variable (use of ankle strategies) and independent variable (changes in muscle tone)
• “Background: To maintain an upright standing posture against external disturbances, the human body mainly employs two types of postural control strategies: “ankle strategy” and “hip strategy.” While it has been reported that the magnitude of the disturbance alters the use of postural control strategies, it has not been elucidated how the level of muscle tone, one of the crucial parameters of bodily function, determines the use of each strategy. We have previously confirmed using forward dynamics simulations of human musculoskeletal models that an increased muscle tone promotes the use of ankle strategies. The objective of the present study was to experimentally evaluate a hypothesis: an increased muscle tone promotes the use of ankle strategies. Research question: Do changes in the muscle tone affect the use of ankle strategies ?” 23

EXAMPLES OF HYPOTHESES IN PUBLISHED ARTICLES

• EXAMPLE 1. Working hypothesis (quantitative research)
• - A hypothesis that is initially accepted for further research to produce a feasible theory
• “As fever may have benefit in shortening the duration of viral illness, it is plausible to hypothesize that the antipyretic efficacy of ibuprofen may be hindering the benefits of a fever response when taken during the early stages of COVID-19 illness .” 24
• “In conclusion, it is plausible to hypothesize that the antipyretic efficacy of ibuprofen may be hindering the benefits of a fever response . The difference in perceived safety of these agents in COVID-19 illness could be related to the more potent efficacy to reduce fever with ibuprofen compared to acetaminophen. Compelling data on the benefit of fever warrant further research and review to determine when to treat or withhold ibuprofen for early stage fever for COVID-19 and other related viral illnesses .” 24
• EXAMPLE 2. Exploratory hypothesis (qualitative research)
• - Explores particular areas deeper to clarify subjective experience and develop a formal hypothesis potentially testable in a future quantitative approach
• “We hypothesized that when thinking about a past experience of help-seeking, a self distancing prompt would cause increased help-seeking intentions and more favorable help-seeking outcome expectations .” 25
• “Conclusion
• Although a priori hypotheses were not supported, further research is warranted as results indicate the potential for using self-distancing approaches to increasing help-seeking among some people with depressive symptomatology.” 25
• EXAMPLE 3. Hypothesis-generating research to establish a framework for hypothesis testing (qualitative research)
• “We hypothesize that compassionate care is beneficial for patients (better outcomes), healthcare systems and payers (lower costs), and healthcare providers (lower burnout). ” 26
• Compassionomics is the branch of knowledge and scientific study of the effects of compassionate healthcare. Our main hypotheses are that compassionate healthcare is beneficial for (1) patients, by improving clinical outcomes, (2) healthcare systems and payers, by supporting financial sustainability, and (3) HCPs, by lowering burnout and promoting resilience and well-being. The purpose of this paper is to establish a scientific framework for testing the hypotheses above . If these hypotheses are confirmed through rigorous research, compassionomics will belong in the science of evidence-based medicine, with major implications for all healthcare domains.” 26
• EXAMPLE 4. Statistical hypothesis (quantitative research)
• - An assumption is made about the relationship among several population characteristics ( gender differences in sociodemographic and clinical characteristics of adults with ADHD ). Validity is tested by statistical experiment or analysis ( chi-square test, Students t-test, and logistic regression analysis)
• “Our research investigated gender differences in sociodemographic and clinical characteristics of adults with ADHD in a Japanese clinical sample. Due to unique Japanese cultural ideals and expectations of women's behavior that are in opposition to ADHD symptoms, we hypothesized that women with ADHD experience more difficulties and present more dysfunctions than men . We tested the following hypotheses: first, women with ADHD have more comorbidities than men with ADHD; second, women with ADHD experience more social hardships than men, such as having less full-time employment and being more likely to be divorced.” 27
• “Statistical Analysis
• ( text omitted ) Between-gender comparisons were made using the chi-squared test for categorical variables and Students t-test for continuous variables…( text omitted ). A logistic regression analysis was performed for employment status, marital status, and comorbidity to evaluate the independent effects of gender on these dependent variables.” 27

EXAMPLES OF HYPOTHESIS AS WRITTEN IN PUBLISHED ARTICLES IN RELATION TO OTHER PARTS

• EXAMPLE 1. Background, hypotheses, and aims are provided
• “Pregnant women need skilled care during pregnancy and childbirth, but that skilled care is often delayed in some countries …( text omitted ). The focused antenatal care (FANC) model of WHO recommends that nurses provide information or counseling to all pregnant women …( text omitted ). Job aids are visual support materials that provide the right kind of information using graphics and words in a simple and yet effective manner. When nurses are not highly trained or have many work details to attend to, these job aids can serve as a content reminder for the nurses and can be used for educating their patients (Jennings, Yebadokpo, Affo, & Agbogbe, 2010) ( text omitted ). Importantly, additional evidence is needed to confirm how job aids can further improve the quality of ANC counseling by health workers in maternal care …( text omitted )” 28
• “ This has led us to hypothesize that the quality of ANC counseling would be better if supported by job aids. Consequently, a better quality of ANC counseling is expected to produce higher levels of awareness concerning the danger signs of pregnancy and a more favorable impression of the caring behavior of nurses .” 28
• “This study aimed to examine the differences in the responses of pregnant women to a job aid-supported intervention during ANC visit in terms of 1) their understanding of the danger signs of pregnancy and 2) their impression of the caring behaviors of nurses to pregnant women in rural Tanzania.” 28
• EXAMPLE 2. Background, hypotheses, and aims are provided
• “We conducted a two-arm randomized controlled trial (RCT) to evaluate and compare changes in salivary cortisol and oxytocin levels of first-time pregnant women between experimental and control groups. The women in the experimental group touched and held an infant for 30 min (experimental intervention protocol), whereas those in the control group watched a DVD movie of an infant (control intervention protocol). The primary outcome was salivary cortisol level and the secondary outcome was salivary oxytocin level.” 29
• “ We hypothesize that at 30 min after touching and holding an infant, the salivary cortisol level will significantly decrease and the salivary oxytocin level will increase in the experimental group compared with the control group .” 29
• EXAMPLE 3. Background, aim, and hypothesis are provided
• “In countries where the maternal mortality ratio remains high, antenatal education to increase Birth Preparedness and Complication Readiness (BPCR) is considered one of the top priorities [1]. BPCR includes birth plans during the antenatal period, such as the birthplace, birth attendant, transportation, health facility for complications, expenses, and birth materials, as well as family coordination to achieve such birth plans. In Tanzania, although increasing, only about half of all pregnant women attend an antenatal clinic more than four times [4]. Moreover, the information provided during antenatal care (ANC) is insufficient. In the resource-poor settings, antenatal group education is a potential approach because of the limited time for individual counseling at antenatal clinics.” 30
• “This study aimed to evaluate an antenatal group education program among pregnant women and their families with respect to birth-preparedness and maternal and infant outcomes in rural villages of Tanzania.” 30
• “ The study hypothesis was if Tanzanian pregnant women and their families received a family-oriented antenatal group education, they would (1) have a higher level of BPCR, (2) attend antenatal clinic four or more times, (3) give birth in a health facility, (4) have less complications of women at birth, and (5) have less complications and deaths of infants than those who did not receive the education .” 30

Research questions and hypotheses are crucial components to any type of research, whether quantitative or qualitative. These questions should be developed at the very beginning of the study. Excellent research questions lead to superior hypotheses, which, like a compass, set the direction of research, and can often determine the successful conduct of the study. Many research studies have floundered because the development of research questions and subsequent hypotheses was not given the thought and meticulous attention needed. The development of research questions and hypotheses is an iterative process based on extensive knowledge of the literature and insightful grasp of the knowledge gap. Focused, concise, and specific research questions provide a strong foundation for constructing hypotheses which serve as formal predictions about the research outcomes. Research questions and hypotheses are crucial elements of research that should not be overlooked. They should be carefully thought of and constructed when planning research. This avoids unethical studies and poor outcomes by defining well-founded objectives that determine the design, course, and outcome of the study.

Disclosure: The authors have no potential conflicts of interest to disclose.

Author Contributions:

• Conceptualization: Barroga E, Matanguihan GJ.
• Methodology: Barroga E, Matanguihan GJ.
• Writing - original draft: Barroga E, Matanguihan GJ.
• Writing - review & editing: Barroga E, Matanguihan GJ.

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Quantitative vs. Qualitative Research in Psychology

Anabelle Bernard Fournier is a researcher of sexual and reproductive health at the University of Victoria as well as a freelance writer on various health topics.

Emily is a board-certified science editor who has worked with top digital publishing brands like Voices for Biodiversity, Study.com, GoodTherapy, Vox, and Verywell.

• Key Differences

Quantitative Research Methods

Qualitative research methods.

• How They Relate

In psychology and other social sciences, researchers are faced with an unresolved question: Can we measure concepts like love or racism the same way we can measure temperature or the weight of a star? Social phenomena⁠—things that happen because of and through human behavior⁠—are especially difficult to grasp with typical scientific models.

At a Glance

Psychologists rely on quantitative and quantitative research to better understand human thought and behavior.

• Qualitative research involves collecting and evaluating non-numerical data in order to understand concepts or subjective opinions.
• Quantitative research involves collecting and evaluating numerical data. 

This article discusses what qualitative and quantitative research are, how they are different, and how they are used in psychology research.

Qualitative Research vs. Quantitative Research

In order to understand qualitative and quantitative psychology research, it can be helpful to look at the methods that are used and when each type is most appropriate.

Psychologists rely on a few methods to measure behavior, attitudes, and feelings. These include:

• Self-reports , like surveys or questionnaires
• Observation (often used in experiments or fieldwork)
• Implicit attitude tests that measure timing in responding to prompts

Most of these are quantitative methods. The result is a number that can be used to assess differences between groups.

However, most of these methods are static, inflexible (you can't change a question because a participant doesn't understand it), and provide a "what" answer rather than a "why" answer.

Sometimes, researchers are more interested in the "why" and the "how." That's where qualitative methods come in.

Qualitative research is about speaking to people directly and hearing their words. It is grounded in the philosophy that the social world is ultimately unmeasurable, that no measure is truly ever "objective," and that how humans make meaning is just as important as how much they score on a standardized test.

Used to develop theories

Takes a broad, complex approach

Answers "why" and "how" questions

Explores patterns and themes

Used to test theories

Takes a narrow, specific approach

Answers "what" questions

Explores statistical relationships

Quantitative methods have existed ever since people have been able to count things. But it is only with the positivist philosophy of Auguste Comte (which maintains that factual knowledge obtained by observation is trustworthy) that it became a "scientific method."

The scientific method follows this general process. A researcher must:

• Generate a theory or hypothesis (i.e., predict what might happen in an experiment) and determine the variables needed to answer their question
• Develop instruments to measure the phenomenon (such as a survey, a thermometer, etc.)
• Develop experiments to manipulate the variables
• Collect empirical (measured) data
• Analyze data

Quantitative methods are about measuring phenomena, not explaining them.

Quantitative research compares two groups of people. There are all sorts of variables you could measure, and many kinds of experiments to run using quantitative methods.

These comparisons are generally explained using graphs, pie charts, and other visual representations that give the researcher a sense of how the various data points relate to one another.

Basic Assumptions

Quantitative methods assume:

• That the world is measurable
• That humans can observe objectively
• That we can know things for certain about the world from observation

In some fields, these assumptions hold true. Whether you measure the size of the sun 2000 years ago or now, it will always be the same. But when it comes to human behavior, it is not so simple.

As decades of cultural and social research have shown, people behave differently (and even think differently) based on historical context, cultural context, social context, and even identity-based contexts like gender , social class, or sexual orientation .

Therefore, quantitative methods applied to human behavior (as used in psychology and some areas of sociology) should always be rooted in their particular context. In other words: there are no, or very few, human universals.

Statistical information is the primary form of quantitative data used in human and social quantitative research. Statistics provide lots of information about tendencies across large groups of people, but they can never describe every case or every experience. In other words, there are always outliers.

Correlation and Causation

A basic principle of statistics is that correlation is not causation. Researchers can only claim a cause-and-effect relationship under certain conditions:

• The study was a true experiment.
• The independent variable can be manipulated (for example, researchers cannot manipulate gender, but they can change the primer a study subject sees, such as a picture of nature or of a building).
• The dependent variable can be measured through a ratio or a scale.

So when you read a report that "gender was linked to" something (like a behavior or an attitude), remember that gender is NOT a cause of the behavior or attitude. There is an apparent relationship, but the true cause of the difference is hidden.

Pitfalls of Quantitative Research

Quantitative methods are one way to approach the measurement and understanding of human and social phenomena. But what's missing from this picture?

As noted above, statistics do not tell us about personal, individual experiences and meanings. While surveys can give a general idea, respondents have to choose between only a few responses. This can make it difficult to understand the subtleties of different experiences.

Quantitative methods can be helpful when making objective comparisons between groups or when looking for relationships between variables. They can be analyzed statistically, which can be helpful when looking for patterns and relationships.

Qualitative data are not made out of numbers but rather of descriptions, metaphors, symbols, quotes, analysis, concepts, and characteristics. This approach uses interviews, written texts, art, photos, and other materials to make sense of human experiences and to understand what these experiences mean to people.

While quantitative methods ask "what" and "how much," qualitative methods ask "why" and "how."

Qualitative methods are about describing and analyzing phenomena from a human perspective. There are many different philosophical views on qualitative methods, but in general, they agree that some questions are too complex or impossible to answer with standardized instruments.

These methods also accept that it is impossible to be completely objective in observing phenomena. Researchers have their own thoughts, attitudes, experiences, and beliefs, and these always color how people interpret results.

Qualitative Approaches

There are many different approaches to qualitative research, with their own philosophical bases. Different approaches are best for different kinds of projects. For example:

• Case studies and narrative studies are best for single individuals. These involve studying every aspect of a person's life in great depth.
• Phenomenology aims to explain experiences. This type of work aims to describe and explore different events as they are consciously and subjectively experienced.
• Grounded theory develops models and describes processes. This approach allows researchers to construct a theory based on data that is collected, analyzed, and compared to reach new discoveries.
• Ethnography describes cultural groups. In this approach, researchers immerse themselves in a community or group in order to observe behavior.

Qualitative researchers must be aware of several different methods and know each thoroughly enough to produce valuable research.

Some researchers specialize in a single method, but others specialize in a topic or content area and use many different methods to explore the topic, providing different information and a variety of points of view.

There is not a single model or method that can be used for every qualitative project. Depending on the research question, the people participating, and the kind of information they want to produce, researchers will choose the appropriate approach.

Interpretation

Qualitative research does not look into causal relationships between variables, but rather into themes, values, interpretations, and meanings. As a rule, then, qualitative research is not generalizable (cannot be applied to people outside the research participants).

The insights gained from qualitative research can extend to other groups with proper attention to specific historical and social contexts.

Relationship Between Qualitative and Quantitative Research

It might sound like quantitative and qualitative research do not play well together. They have different philosophies, different data, and different outputs. However, this could not be further from the truth.

These two general methods complement each other. By using both, researchers can gain a fuller, more comprehensive understanding of a phenomenon.

For example, a psychologist wanting to develop a new survey instrument about sexuality might and ask a few dozen people questions about their sexual experiences (this is qualitative research). This gives the researcher some information to begin developing questions for their survey (which is a quantitative method).

After the survey, the same or other researchers might want to dig deeper into issues brought up by its data. Follow-up questions like "how does it feel when...?" or "what does this mean to you?" or "how did you experience this?" can only be answered by qualitative research.

By using both quantitative and qualitative data, researchers have a more holistic, well-rounded understanding of a particular topic or phenomenon.

Qualitative and quantitative methods both play an important role in psychology. Where quantitative methods can help answer questions about what is happening in a group and to what degree, qualitative methods can dig deeper into the reasons behind why it is happening. By using both strategies, psychology researchers can learn more about human thought and behavior.

Gough B, Madill A. Subjectivity in psychological science: From problem to prospect . Psychol Methods . 2012;17(3):374-384. doi:10.1037/a0029313

Pearce T. “Science organized”: Positivism and the metaphysical club, 1865–1875 . J Hist Ideas . 2015;76(3):441-465.

Adams G. Context in person, person in context: A cultural psychology approach to social-personality psychology . In: Deaux K, Snyder M, eds. The Oxford Handbook of Personality and Social Psychology . Oxford University Press; 2012:182-208.

Brady HE. Causation and explanation in social science . In: Goodin RE, ed. The Oxford Handbook of Political Science. Oxford University Press; 2011. doi:10.1093/oxfordhb/9780199604456.013.0049

Chun Tie Y, Birks M, Francis K. Grounded theory research: A design framework for novice researchers .  SAGE Open Med . 2019;7:2050312118822927. doi:10.1177/2050312118822927

Reeves S, Peller J, Goldman J, Kitto S. Ethnography in qualitative educational research: AMEE Guide No. 80 . Medical Teacher . 2013;35(8):e1365-e1379. doi:10.3109/0142159X.2013.804977

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Shaughnessy JJ, Zechmeister EB, Zechmeister JS.  Research Methods in Psychology . McGraw Hill Education.

By Anabelle Bernard Fournier Anabelle Bernard Fournier is a researcher of sexual and reproductive health at the University of Victoria as well as a freelance writer on various health topics.

Qualitative vs Quantitative Research Methods & Data Analysis

Saul Mcleod, PhD

Editor-in-Chief for Simply Psychology

BSc (Hons) Psychology, MRes, PhD, University of Manchester

Saul Mcleod, PhD., is a qualified psychology teacher with over 18 years of experience in further and higher education. He has been published in peer-reviewed journals, including the Journal of Clinical Psychology.

Learn about our Editorial Process

Olivia Guy-Evans, MSc

Associate Editor for Simply Psychology

BSc (Hons) Psychology, MSc Psychology of Education

Olivia Guy-Evans is a writer and associate editor for Simply Psychology. She has previously worked in healthcare and educational sectors.

On This Page:

What is the difference between quantitative and qualitative?

The main difference between quantitative and qualitative research is the type of data they collect and analyze.

Quantitative research collects numerical data and analyzes it using statistical methods. The aim is to produce objective, empirical data that can be measured and expressed in numerical terms. Quantitative research is often used to test hypotheses, identify patterns, and make predictions.

Qualitative research, on the other hand, collects non-numerical data such as words, images, and sounds. The focus is on exploring subjective experiences, opinions, and attitudes, often through observation and interviews.

Qualitative research aims to produce rich and detailed descriptions of the phenomenon being studied, and to uncover new insights and meanings.

Quantitative data is information about quantities, and therefore numbers, and qualitative data is descriptive, and regards phenomenon which can be observed but not measured, such as language.

What Is Qualitative Research?

Qualitative research is the process of collecting, analyzing, and interpreting non-numerical data, such as language. Qualitative research can be used to understand how an individual subjectively perceives and gives meaning to their social reality.

Qualitative data is non-numerical data, such as text, video, photographs, or audio recordings. This type of data can be collected using diary accounts or in-depth interviews and analyzed using grounded theory or thematic analysis.

Qualitative research is multimethod in focus, involving an interpretive, naturalistic approach to its subject matter. This means that qualitative researchers study things in their natural settings, attempting to make sense of, or interpret, phenomena in terms of the meanings people bring to them. Denzin and Lincoln (1994, p. 2)

Interest in qualitative data came about as the result of the dissatisfaction of some psychologists (e.g., Carl Rogers) with the scientific study of psychologists such as behaviorists (e.g., Skinner ).

Since psychologists study people, the traditional approach to science is not seen as an appropriate way of carrying out research since it fails to capture the totality of human experience and the essence of being human.  Exploring participants’ experiences is known as a phenomenological approach (re: Humanism ).

Qualitative research is primarily concerned with meaning, subjectivity, and lived experience. The goal is to understand the quality and texture of people’s experiences, how they make sense of them, and the implications for their lives.

Qualitative research aims to understand the social reality of individuals, groups, and cultures as nearly as possible as participants feel or live it. Thus, people and groups are studied in their natural setting.

Some examples of qualitative research questions are provided, such as what an experience feels like, how people talk about something, how they make sense of an experience, and how events unfold for people.

Research following a qualitative approach is exploratory and seeks to explain ‘how’ and ‘why’ a particular phenomenon, or behavior, operates as it does in a particular context. It can be used to generate hypotheses and theories from the data.

Qualitative Methods

There are different types of qualitative research methods, including diary accounts, in-depth interviews , documents, focus groups , case study research , and ethnography.

The results of qualitative methods provide a deep understanding of how people perceive their social realities and in consequence, how they act within the social world.

The researcher has several methods for collecting empirical materials, ranging from the interview to direct observation, to the analysis of artifacts, documents, and cultural records, to the use of visual materials or personal experience. Denzin and Lincoln (1994, p. 14)

Here are some examples of qualitative data:

Interview transcripts : Verbatim records of what participants said during an interview or focus group. They allow researchers to identify common themes and patterns, and draw conclusions based on the data. Interview transcripts can also be useful in providing direct quotes and examples to support research findings.

Observations : The researcher typically takes detailed notes on what they observe, including any contextual information, nonverbal cues, or other relevant details. The resulting observational data can be analyzed to gain insights into social phenomena, such as human behavior, social interactions, and cultural practices.

Unstructured interviews : generate qualitative data through the use of open questions.  This allows the respondent to talk in some depth, choosing their own words.  This helps the researcher develop a real sense of a person’s understanding of a situation.

Diaries or journals : Written accounts of personal experiences or reflections.

Notice that qualitative data could be much more than just words or text. Photographs, videos, sound recordings, and so on, can be considered qualitative data. Visual data can be used to understand behaviors, environments, and social interactions.

Qualitative Data Analysis

Qualitative research is endlessly creative and interpretive. The researcher does not just leave the field with mountains of empirical data and then easily write up his or her findings.

Qualitative interpretations are constructed, and various techniques can be used to make sense of the data, such as content analysis, grounded theory (Glaser & Strauss, 1967), thematic analysis (Braun & Clarke, 2006), or discourse analysis.

For example, thematic analysis is a qualitative approach that involves identifying implicit or explicit ideas within the data. Themes will often emerge once the data has been coded.

Key Features

• Events can be understood adequately only if they are seen in context. Therefore, a qualitative researcher immerses her/himself in the field, in natural surroundings. The contexts of inquiry are not contrived; they are natural. Nothing is predefined or taken for granted.
• Qualitative researchers want those who are studied to speak for themselves, to provide their perspectives in words and other actions. Therefore, qualitative research is an interactive process in which the persons studied teach the researcher about their lives.
• The qualitative researcher is an integral part of the data; without the active participation of the researcher, no data exists.
• The study’s design evolves during the research and can be adjusted or changed as it progresses. For the qualitative researcher, there is no single reality. It is subjective and exists only in reference to the observer.
• The theory is data-driven and emerges as part of the research process, evolving from the data as they are collected.

Limitations of Qualitative Research

• Because of the time and costs involved, qualitative designs do not generally draw samples from large-scale data sets.
• The problem of adequate validity or reliability is a major criticism. Because of the subjective nature of qualitative data and its origin in single contexts, it is difficult to apply conventional standards of reliability and validity. For example, because of the central role played by the researcher in the generation of data, it is not possible to replicate qualitative studies.
• Also, contexts, situations, events, conditions, and interactions cannot be replicated to any extent, nor can generalizations be made to a wider context than the one studied with confidence.
• The time required for data collection, analysis, and interpretation is lengthy. Analysis of qualitative data is difficult, and expert knowledge of an area is necessary to interpret qualitative data. Great care must be taken when doing so, for example, looking for mental illness symptoms.

Advantages of Qualitative Research

• Because of close researcher involvement, the researcher gains an insider’s view of the field. This allows the researcher to find issues that are often missed (such as subtleties and complexities) by the scientific, more positivistic inquiries.
• Qualitative descriptions can be important in suggesting possible relationships, causes, effects, and dynamic processes.
• Qualitative analysis allows for ambiguities/contradictions in the data, which reflect social reality (Denscombe, 2010).
• Qualitative research uses a descriptive, narrative style; this research might be of particular benefit to the practitioner as she or he could turn to qualitative reports to examine forms of knowledge that might otherwise be unavailable, thereby gaining new insight.

What Is Quantitative Research?

Quantitative research involves the process of objectively collecting and analyzing numerical data to describe, predict, or control variables of interest.

The goals of quantitative research are to test causal relationships between variables , make predictions, and generalize results to wider populations.

Quantitative researchers aim to establish general laws of behavior and phenomenon across different settings/contexts. Research is used to test a theory and ultimately support or reject it.

Quantitative Methods

Experiments typically yield quantitative data, as they are concerned with measuring things.  However, other research methods, such as controlled observations and questionnaires , can produce both quantitative information.

For example, a rating scale or closed questions on a questionnaire would generate quantitative data as these produce either numerical data or data that can be put into categories (e.g., “yes,” “no” answers).

Experimental methods limit how research participants react to and express appropriate social behavior.

Findings are, therefore, likely to be context-bound and simply a reflection of the assumptions that the researcher brings to the investigation.

There are numerous examples of quantitative data in psychological research, including mental health. Here are a few examples:

Another example is the Experience in Close Relationships Scale (ECR), a self-report questionnaire widely used to assess adult attachment styles .

The ECR provides quantitative data that can be used to assess attachment styles and predict relationship outcomes.

Neuroimaging data : Neuroimaging techniques, such as MRI and fMRI, provide quantitative data on brain structure and function.

This data can be analyzed to identify brain regions involved in specific mental processes or disorders.

For example, the Beck Depression Inventory (BDI) is a clinician-administered questionnaire widely used to assess the severity of depressive symptoms in individuals.

The BDI consists of 21 questions, each scored on a scale of 0 to 3, with higher scores indicating more severe depressive symptoms. 

Quantitative Data Analysis

Statistics help us turn quantitative data into useful information to help with decision-making. We can use statistics to summarize our data, describing patterns, relationships, and connections. Statistics can be descriptive or inferential.

Descriptive statistics help us to summarize our data. In contrast, inferential statistics are used to identify statistically significant differences between groups of data (such as intervention and control groups in a randomized control study).

• Quantitative researchers try to control extraneous variables by conducting their studies in the lab.
• The research aims for objectivity (i.e., without bias) and is separated from the data.
• The design of the study is determined before it begins.
• For the quantitative researcher, the reality is objective, exists separately from the researcher, and can be seen by anyone.
• Research is used to test a theory and ultimately support or reject it.

Limitations of Quantitative Research

• Context: Quantitative experiments do not take place in natural settings. In addition, they do not allow participants to explain their choices or the meaning of the questions they may have for those participants (Carr, 1994).
• Researcher expertise: Poor knowledge of the application of statistical analysis may negatively affect analysis and subsequent interpretation (Black, 1999).
• Variability of data quantity: Large sample sizes are needed for more accurate analysis. Small-scale quantitative studies may be less reliable because of the low quantity of data (Denscombe, 2010). This also affects the ability to generalize study findings to wider populations.
• Confirmation bias: The researcher might miss observing phenomena because of focus on theory or hypothesis testing rather than on the theory of hypothesis generation.

Advantages of Quantitative Research

• Scientific objectivity: Quantitative data can be interpreted with statistical analysis, and since statistics are based on the principles of mathematics, the quantitative approach is viewed as scientifically objective and rational (Carr, 1994; Denscombe, 2010).
• Useful for testing and validating already constructed theories.
• Rapid analysis: Sophisticated software removes much of the need for prolonged data analysis, especially with large volumes of data involved (Antonius, 2003).
• Replication: Quantitative data is based on measured values and can be checked by others because numerical data is less open to ambiguities of interpretation.
• Hypotheses can also be tested because of statistical analysis (Antonius, 2003).

Antonius, R. (2003). Interpreting quantitative data with SPSS . Sage.

Black, T. R. (1999). Doing quantitative research in the social sciences: An integrated approach to research design, measurement and statistics . Sage.

Braun, V. & Clarke, V. (2006). Using thematic analysis in psychology . Qualitative Research in Psychology , 3, 77–101.

Carr, L. T. (1994). The strengths and weaknesses of quantitative and qualitative research : what method for nursing? Journal of advanced nursing, 20(4) , 716-721.

Denscombe, M. (2010). The Good Research Guide: for small-scale social research. McGraw Hill.

Denzin, N., & Lincoln. Y. (1994). Handbook of Qualitative Research. Thousand Oaks, CA, US: Sage Publications Inc.

Glaser, B. G., Strauss, A. L., & Strutzel, E. (1968). The discovery of grounded theory; strategies for qualitative research. Nursing research, 17(4) , 364.

Minichiello, V. (1990). In-Depth Interviewing: Researching People. Longman Cheshire.

Punch, K. (1998). Introduction to Social Research: Quantitative and Qualitative Approaches. London: Sage

Further Information

• Designing qualitative research
• Methods of data collection and analysis
• Introduction to quantitative and qualitative research
• Checklists for improving rigour in qualitative research: a case of the tail wagging the dog?
• Qualitative research in health care: Analysing qualitative data
• Qualitative data analysis: the framework approach
• Using the framework method for the analysis of
• Qualitative data in multi-disciplinary health research
• Content Analysis
• Grounded Theory
• Thematic Analysis

Qualitative vs. Quantitative Research: Comparing the Methods and Strategies for Education Research

No matter the field of study, all research can be divided into two distinct methodologies: qualitative and quantitative research. Both methodologies offer education researchers important insights.

Education research assesses problems in policy, practices, and curriculum design, and it helps administrators identify solutions. Researchers can conduct small-scale studies to learn more about topics related to instruction or larger-scale ones to gain insight into school systems and investigate how to improve student outcomes.

Education research often relies on the quantitative methodology. Quantitative research in education provides numerical data that can prove or disprove a theory, and administrators can easily share the number-based results with other schools and districts. And while the research may speak to a relatively small sample size, educators and researchers can scale the results from quantifiable data to predict outcomes in larger student populations and groups.

Qualitative vs. Quantitative Research in Education: Definitions

Although there are many overlaps in the objectives of qualitative and quantitative research in education, researchers must understand the fundamental functions of each methodology in order to design and carry out an impactful research study. In addition, they must understand the differences that set qualitative and quantitative research apart in order to determine which methodology is better suited to specific education research topics.

Generate Hypotheses with Qualitative Research

Qualitative research focuses on thoughts, concepts, or experiences. The data collected often comes in narrative form and concentrates on unearthing insights that can lead to testable hypotheses. Educators use qualitative research in a study’s exploratory stages to uncover patterns or new angles.

Form Strong Conclusions with Quantitative Research

Quantitative research in education and other fields of inquiry is expressed in numbers and measurements. This type of research aims to find data to confirm or test a hypothesis.

Differences in Data Collection Methods

Keeping in mind the main distinction in qualitative vs. quantitative research—gathering descriptive information as opposed to numerical data—it stands to reason that there are different ways to acquire data for each research methodology. While certain approaches do overlap, the way researchers apply these collection techniques depends on their goal.

Interviews, for example, are common in both modes of research. An interview with students that features open-ended questions intended to reveal ideas and beliefs around attendance will provide qualitative data. This data may reveal a problem among students, such as a lack of access to transportation, that schools can help address.

An interview can also include questions posed to receive numerical answers. A case in point: how many days a week do students have trouble getting to school, and of those days, how often is a transportation-related issue the cause? In this example, qualitative and quantitative methodologies can lead to similar conclusions, but the research will differ in intent, design, and form.

Taking a look at behavioral observation, another common method used for both qualitative and quantitative research, qualitative data may consider a variety of factors, such as facial expressions, verbal responses, and body language.

On the other hand, a quantitative approach will create a coding scheme for certain predetermined behaviors and observe these in a quantifiable manner.

Qualitative Research Methods

• Case Studies : Researchers conduct in-depth investigations into an individual, group, event, or community, typically gathering data through observation and interviews.
• Focus Groups : A moderator (or researcher) guides conversation around a specific topic among a group of participants.
• Ethnography : Researchers interact with and observe a specific societal or ethnic group in their real-life environment.
• Interviews : Researchers ask participants questions to learn about their perspectives on a particular subject.

Quantitative Research Methods

• Questionnaires and Surveys : Participants receive a list of questions, either closed-ended or multiple choice, which are directed around a particular topic.
• Experiments : Researchers control and test variables to demonstrate cause-and-effect relationships.
• Observations : Researchers look at quantifiable patterns and behavior.
• Structured Interviews : Using a predetermined structure, researchers ask participants a fixed set of questions to acquire numerical data.

Choosing a Research Strategy

When choosing which research strategy to employ for a project or study, a number of considerations apply. One key piece of information to help determine whether to use a qualitative vs. quantitative research method is which phase of development the study is in.

For example, if a project is in its early stages and requires more research to find a testable hypothesis, qualitative research methods might prove most helpful. On the other hand, if the research team has already established a hypothesis or theory, quantitative research methods will provide data that can validate the theory or refine it for further testing.

It’s also important to understand a project’s research goals. For instance, do researchers aim to produce findings that reveal how to best encourage student engagement in math? Or is the goal to determine how many students are passing geometry? These two scenarios require distinct sets of data, which will determine the best methodology to employ.

In some situations, studies will benefit from a mixed-methods approach. Using the goals in the above example, one set of data could find the percentage of students passing geometry, which would be quantitative. The research team could also lead a focus group with the students achieving success to discuss which techniques and teaching practices they find most helpful, which would produce qualitative data.

Learn How to Put Education Research into Action

Those with an interest in learning how to harness research to develop innovative ideas to improve education systems may want to consider pursuing a doctoral degree. American University’s School of Education Online offers a Doctor of Education (EdD) in Education Policy and Leadership that prepares future educators, school administrators, and other education professionals to become leaders who effect positive changes in schools. Courses such as Applied Research Methods I: Enacting Critical Research provides students with the techniques and research skills needed to begin conducting research exploring new ways to enhance education. Learn more about American’ University’s EdD in Education Policy and Leadership .

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Qualitative vs Quantitative Research 101

A plain-language explanation (with examples).

By: Kerryn Warren (PhD, MSc, BSc) | June 2020

So, it’s time to decide what type of research approach you’re going to use – qualitative or quantitative . And, chances are, you want to choose the one that fills you with the least amount of dread. The engineers may be keen on quantitative methods because they loathe interacting with human beings and dealing with the “soft” stuff and are far more comfortable with numbers and algorithms. On the other side, the anthropologists are probably more keen on qualitative methods because they literally have the opposite fears.

However, when justifying your research, “being afraid” is not a good basis for decision making. Your methodology needs to be informed by your research aims and objectives , not your comfort zone. Plus, it’s quite common that the approach you feared (whether qualitative or quantitative) is actually not that big a deal. Research methods can be learnt (usually a lot faster than you think) and software reduces a lot of the complexity of both quantitative and qualitative data analysis. Conversely, choosing the wrong approach and trying to fit a square peg into a round hole is going to create a lot more pain.

In this post, I’ll explain the qualitative vs quantitative choice in straightforward, plain language with loads of examples. This won’t make you an expert in either, but it should give you a good enough “big picture” understanding so that you can make the right methodological decision for your research.

Qualitative vs Quantitative: Overview  

• Qualitative analysis 101
• Quantitative analysis 101
• How to choose which one to use
• Data collection and analysis for qualitative and quantitative research
• The pros and cons of both qualitative and quantitative research
• A quick word on mixed methods

Qualitative Research 101: The Basics

The bathwater is hot.

Let us unpack that a bit. What does that sentence mean? And is it useful?

The answer is: well, it depends. If you’re wanting to know the exact temperature of the bath, then you’re out of luck. But, if you’re wanting to know how someone perceives the temperature of the bathwater, then that sentence can tell you quite a bit if you wear your qualitative hat .

Many a husband and wife have never enjoyed a bath together because of their strongly held, relationship-destroying perceptions of water temperature (or, so I’m told). And while divorce rates due to differences in water-temperature perception would belong more comfortably in “quantitative research”, analyses of the inevitable arguments and disagreements around water temperature belong snugly in the domain of “qualitative research”. This is because qualitative research helps you understand people’s perceptions and experiences  by systematically coding and analysing the data .

With qualitative research, those heated disagreements (excuse the pun) may be analysed in several ways. From interviews to focus groups to direct observation (ideally outside the bathroom, of course). You, as the researcher, could be interested in how the disagreement unfolds, or the emotive language used in the exchange. You might not even be interested in the words at all, but in the body language of someone who has been forced one too many times into (what they believe) was scalding hot water during what should have been a romantic evening. All of these “softer” aspects can be better understood with qualitative research.

In this way, qualitative research can be incredibly rich and detailed , and is often used as a basis to formulate theories and identify patterns. In other words, it’s great for exploratory research (for example, where your objective is to explore what people think or feel), as opposed to confirmatory research (for example, where your objective is to test a hypothesis). Qualitative research is used to understand human perception , world view and the way we describe our experiences. It’s about exploring and understanding a broad question, often with very few preconceived ideas as to what we may find.

But that’s not the only way to analyse bathwater, of course…

Quantitative Research 101: The Basics

The bathwater is 45 degrees Celsius.

Now, what does this mean? How can this be used?

I was once told by someone to whom I am definitely not married that he takes regular cold showers. As a person who is terrified of anything that isn’t body temperature or above, this seemed outright ludicrous. But this raises a question: what is the perfect temperature for a bath? Or at least, what is the temperature of people’s baths more broadly? (Assuming, of course, that they are bathing in water that is ideal to them). To answer this question, you need to now put on your quantitative hat .

If we were to ask 100 people to measure the temperature of their bathwater over the course of a week, we could get the average temperature for each person. Say, for instance, that Jane averages at around 46.3°C. And Billy averages around 42°C. A couple of people may like the unnatural chill of 30°C on the average weekday. And there will be a few of those striving for the 48°C that is apparently the legal limit in England (now, there’s a useless fact for you).

With a quantitative approach, this data can be analysed in heaps of ways. We could, for example, analyse these numbers to find the average temperature, or look to see how much these temperatures vary. We could see if there are significant differences in ideal water temperature between the sexes, or if there is some relationship between ideal bath water temperature and age! We could pop this information onto colourful, vibrant graphs , and use fancy words like “significant”, “correlation” and “eigenvalues”. The opportunities for nerding out are endless…

In this way, quantitative research often involves coming into your research with some level of understanding or expectation regarding the outcome, usually in the form of a hypothesis that you want to test. For example:

Hypothesis: Men prefer bathing in lower temperature water than women do.

This hypothesis can then be tested using statistical analysis. The data may suggest that the hypothesis is sound, or it may reveal that there are some nuances regarding people’s preferences. For example, men may enjoy a hotter bath on certain days.

So, as you can see, qualitative and quantitative research each have their own purpose and function. They are, quite simply, different tools for different jobs .

Need a helping hand?

Qualitative vs Quantitative Research: Which one should you use?

And here I become annoyingly vague again. The answer: it depends. As I alluded to earlier, your choice of research approach depends on what you’re trying to achieve with your research. 

If you want to understand a situation with richness and depth , and you don’t have firm expectations regarding what you might find, you’ll likely adopt a qualitative research approach. In other words, if you’re starting on a clean slate and trying to build up a theory (which might later be tested), qualitative research probably makes sense for you.

On the other hand, if you need to test an already-theorised hypothesis , or want to measure and describe something numerically, a quantitative approach will probably be best. For example, you may want to quantitatively test a theory (or even just a hypothesis) that was developed using qualitative research.

Basically, this means that your research approach should be chosen based on your broader research aims , objectives and research questions . If your research is exploratory and you’re unsure what findings may emerge, qualitative research allows you to have open-ended questions and lets people and subjects speak, in some ways, for themselves. Quantitative questions, on the other hand, will not. They’ll often be pre-categorised, or allow you to insert a numeric response. Anything that requires measurement , using a scale, machine or… a thermometer… is going to need a quantitative method.

Let’s look at an example.

Say you want to ask people about their bath water temperature preferences. There are many ways you can do this, using a survey or a questionnaire – here are 3 potential options:

• How do you feel about your spouse’s bath water temperature preference? (Qualitative. This open-ended question leaves a lot of space so that the respondent can rant in an adequate manner).
• What is your preferred bath water temperature? (This one’s tricky because most people don’t know or won’t have a thermometer, but this is a quantitative question with a directly numerical answer).
• Most people who have commented on your bath water temperature have said the following (choose most relevant): It’s too hot. It’s just right. It’s too cold. (Quantitative, because you can add up the number of people who responded in each way and compare them).

The answers provided can be used in a myriad of ways, but, while quantitative responses are easily summarised through counting or calculations, categorised and visualised, qualitative responses need a lot of thought and are re-packaged in a way that tries not to lose too much meaning.

Qualitative vs Quantitative Research: Data collection and analysis

The approach to collecting and analysing data differs quite a bit between qualitative and quantitative research.

A qualitative research approach often has a small sample size (i.e. a small number of people researched) since each respondent will provide you with pages and pages of information in the form of interview answers or observations. In our water perception analysis, it would be super tedious to watch the arguments of 50 couples unfold in front of us! But 6-10 would be manageable and would likely provide us with interesting insight into the great bathwater debate.

To sum it up, data collection in qualitative research involves relatively small sample sizes but rich and detailed data.

On the other side, quantitative research relies heavily on the ability to gather data from a large sample and use it to explain a far larger population (this is called “generalisability”). In our bathwater analysis, we would need data from hundreds of people for us to be able to make a universal statement (i.e. to generalise), and at least a few dozen to be able to identify a potential pattern. In terms of data collection, we’d probably use a more scalable tool such as an online survey to gather comparatively basic data.

So, compared to qualitative research, data collection for quantitative research involves large sample sizes but relatively basic data.

Both research approaches use analyses that allow you to explain, describe and compare the things that you are interested in. While qualitative research does this through an analysis of words, texts and explanations, quantitative research does this through reducing your data into numerical form or into graphs.

There are dozens of potential analyses which each uses. For example, qualitative analysis might look at the narration (the lamenting story of love lost through irreconcilable water toleration differences), or the content directly (the words of blame, heat and irritation used in an interview). Quantitative analysis  may involve simple calculations for averages , or it might involve more sophisticated analysis that assesses the relationships between two or more variables (for example, personality type and likelihood to commit a hot water-induced crime). We discuss the many analysis options other blog posts, so I won’t bore you with the details here.

Qualitative vs Quantitative Research: The pros & cons on both sides

Quantitative and qualitative research fundamentally ask different kinds of questions and often have different broader research intentions. As I said earlier, they are different tools for different jobs – so we can’t really pit them off against each other. Regardless, they still each have their pros and cons.

Let’s start with qualitative “pros”

Qualitative research allows for richer , more insightful (and sometimes unexpected) results. This is often what’s needed when we want to dive deeper into a research question . When we want to find out what and how people are thinking and feeling , qualitative is the tool for the job. It’s also important research when it comes to discovery and exploration when you don’t quite know what you are looking for. Qualitative research adds meat to our understanding of the world and is what you’ll use when trying to develop theories.

Qualitative research can be used to explain previously observed phenomena , providing insights that are outside of the bounds of quantitative research, and explaining what is being or has been previously observed. For example, interviewing someone on their cold-bath-induced rage can help flesh out some of the finer (and often lost) details of a research area. We might, for example, learn that some respondents link their bath time experience to childhood memories where hot water was an out of reach luxury. This is something that would never get picked up using a quantitative approach.

There are also a bunch of practical pros to qualitative research. A small sample size means that the researcher can be more selective about who they are approaching. Linked to this is affordability . Unless you have to fork out huge expenses to observe the hunting strategies of the Hadza in Tanzania, then qualitative research often requires less sophisticated and expensive equipment for data collection and analysis.

Qualitative research also has its “cons”:

A small sample size means that the observations made might not be more broadly applicable. This makes it difficult to repeat a study and get similar results. For instance, what if the people you initially interviewed just happened to be those who are especially passionate about bathwater. What if one of your eight interviews was with someone so enraged by a previous experience of being run a cold bath that she dedicated an entire blog post to using this obscure and ridiculous example?

But sample is only one caveat to this research. A researcher’s bias in analysing the data can have a profound effect on the interpretation of said data. In this way, the researcher themselves can limit their own research. For instance, what if they didn’t think to ask a very important or cornerstone question because of previously held prejudices against the person they are interviewing?

Adding to this, researcher inexperience is an additional limitation. Interviewing and observing are skills honed in over time. If the qualitative researcher is not aware of their own biases and limitations, both in the data collection and analysis phase, this could make their research very difficult to replicate, and the theories or frameworks they use highly problematic.

Qualitative research takes a long time to collect and analyse data from a single source. This is often one of the reasons sample sizes are pretty small. That one hour interview? You are probably going to need to listen to it a half a dozen times. And read the recorded transcript of it a half a dozen more. Then take bits and pieces of the interview and reformulate and categorize it, along with the rest of the interviews.

Now let’s turn to quantitative “pros”:

Even simple quantitative techniques can visually and descriptively support or reject assumptions or hypotheses . Want to know the percentage of women who are tired of cold water baths? Boom! Here is the percentage, and a pie chart. And the pie chart is a picture of a real pie in order to placate the hungry, angry mob of cold-water haters.

Quantitative research is respected as being objective and viable . This is useful for supporting or enforcing public opinion and national policy. And if the analytical route doesn’t work, the remainder of the pie can be thrown at politicians who try to enforce maximum bath water temperature standards. Clear, simple, and universally acknowledged. Adding to this, large sample sizes, calculations of significance and half-eaten pies, don’t only tell you WHAT is happening in your data, but the likelihood that what you are seeing is real and repeatable in future research. This is an important cornerstone of the scientific method.

Quantitative research can be pretty fast . The method of data collection is faster on average: for instance, a quantitative survey is far quicker for the subject than a qualitative interview. The method of data analysis is also faster on average. In fact, if you are really fancy, you can code and automate your analyses as your data comes in! This means that you don’t necessarily have to worry about including a long analysis period into your research time.

Lastly – sometimes, not always, quantitative research may ensure a greater level of anonymity , which is an important ethical consideration. A survey may seem less personally invasive than an interview, for instance, and this could potentially also lead to greater honesty. Of course, this isn’t always the case. Without a sufficient sample size, respondents can still worry about anonymity – for example, a survey within a small department.

But there are also quantitative “cons”:

Quantitative research can be comparatively reductive – in other words, it can lead to an oversimplification of a situation. Because quantitative analysis often focuses on the averages and the general relationships between variables, it tends to ignore the outliers. Why is that one person having an ice bath once a week? With quantitative research, you might never know…

It requires large sample sizes to be used meaningfully. In order to claim that your data and results are meaningful regarding the population you are studying, you need to have a pretty chunky dataset. You need large numbers to achieve “statistical power” and “statistically significant” results – often those large sample sizes are difficult to achieve, especially for budgetless or self-funded research such as a Masters dissertation or thesis.

Quantitative techniques require a bit of practice and understanding (often more understanding than most people who use them have). And not just to do, but also to read and interpret what others have done, and spot the potential flaws in their research design (and your own). If you come from a statistics background, this won’t be a problem – but most students don’t have this luxury.

Finally, because of the assumption of objectivity (“it must be true because its numbers”), quantitative researchers are less likely to interrogate and be explicit about their own biases in their research. Sample selection, the kinds of questions asked, and the method of analysis are all incredibly important choices, but they tend to not be given as much attention by researchers, exactly because of the assumption of objectivity.

Mixed methods: a happy medium?

Some of the richest research I’ve seen involved a mix of qualitative and quantitative research. Quantitative research allowed the researcher to paint “birds-eye view” of the issue or topic, while qualitative research enabled a richer understanding. This is the essence of mixed-methods research – it tries to achieve the best of both worlds .

In practical terms, this can take place by having open-ended questions as a part of your research survey. It can happen by having a qualitative separate section (like several interviews) to your otherwise quantitative research (an initial survey, from which, you could invite specific interviewees). Maybe it requires observations: some of which you expect to see, and can easily record, classify and quantify, and some of which are novel, and require deeper description.

A word of warning – just like with choosing a qualitative or quantitative research project, mixed methods should be chosen purposefully , where the research aims, objectives and research questions drive the method chosen. Don’t choose a mixed-methods approach just because you’re unsure of whether to use quantitative or qualitative research. Pulling off mixed methods research well is not an easy task, so approach with caution!

Recap: Qualitative vs Quantitative Research

So, just to recap what we have learned in this post about the great qual vs quant debate:

• Qualitative research is ideal for research which is exploratory in nature (e.g. formulating a theory or hypothesis), whereas quantitative research lends itself to research which is more confirmatory (e.g. hypothesis testing)
• Qualitative research uses data in the form of words, phrases, descriptions or ideas. It is time-consuming and therefore only has a small sample size .
• Quantitative research uses data in the form of numbers and can be visualised in the form of graphs. It requires large sample sizes to be meaningful.
• Your choice in methodology should have more to do with the kind of question you are asking than your fears or previously-held assumptions.
• Mixed methods can be a happy medium, but should be used purposefully.
• Bathwater temperature is a contentious and severely under-studied research topic.

Psst… there’s more (for free)

This post is part of our dissertation mini-course, which covers everything you need to get started with your dissertation, thesis or research project. 

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thanks much it has given me an inside on research. i still have issue coming out with my methodology from the topic below: strategies for the improvement of infastructure resilience to natural phenomena

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The differences between qualitative and quantitative research methods

Last updated

15 January 2023

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Two approaches to this systematic information gathering are qualitative and quantitative research. Each of these has its place in data collection, but each one approaches from a different direction. Here's what you need to know about qualitative and quantitative research.

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• The differences between quantitative and qualitative research

The main difference between these two approaches is the type of data you collect and how you interpret it. Qualitative research focuses on word-based data, aiming to define and understand ideas. This study allows researchers to collect information in an open-ended way through interviews, ethnography, and observation. You’ll study this information to determine patterns and the interplay of variables.

On the other hand, quantitative research focuses on numerical data and using it to determine relationships between variables. Researchers use easily quantifiable forms of data collection, such as experiments that measure the effect of one or several variables on one another.

• Qualitative vs. quantitative data collection

Focusing on different types of data means that the data collection methods vary. 

Quantitative data collection methods

As previously stated, quantitative data collection focuses on numbers. You gather information through experiments, database reports, or surveys with multiple-choice answers. The goal is to have data you can use in numerical analysis to determine relationships.

Qualitative data collection methods

On the other hand, the data collected for qualitative research is an exploration of a subject's attributes, thoughts, actions, or viewpoints. Researchers will typically conduct interviews , hold focus groups, or observe behavior in a natural setting to assemble this information. Other options include studying personal accounts or cultural records. 

• Qualitative vs. quantitative outcomes

The two approaches naturally produce different types of outcomes. Qualitative research gains a better understanding of the reason something happens. For example, researchers may comb through feedback and statements to ascertain the reasoning behind certain behaviors or actions.

On the other hand, quantitative research focuses on the numerical analysis of data, which may show cause-and-effect relationships. Put another way, qualitative research investigates why something happens, while quantitative research looks at what happens.

• How to analyze qualitative and quantitative data

Because the two research methods focus on different types of information, analyzing the data you've collected will look different, depending on your approach.

Analyzing quantitative data

As this data is often numerical, you’ll likely use statistical analysis to identify patterns. Researchers may use computer programs to generate data such as averages or rate changes, illustrating the results in tables or graphs.

Analyzing qualitative data

Qualitative data is more complex and time-consuming to process as it may include written texts, videos, or images to study. Finding patterns in thinking, actions, and beliefs is more nuanced and subject to interpretation. 

Researchers may use techniques such as thematic analysis , combing through the data to identify core themes or patterns. Another tool is discourse analysis , which studies how communication functions in different contexts.

• When to use qualitative vs. quantitative research

Choosing between the two approaches comes down to understanding what your goal is with the research.

Qualitative research approach

Qualitative research is useful for understanding a concept, such as what people think about certain experiences or how cultural beliefs affect perceptions of events. It can help you formulate a hypothesis or clarify general questions about the topic.

Quantitative research approach

On the other hand, quantitative research verifies or tests a hypothesis you've developed, or you can use it to find answers to those questions. 

Mixed methods approach

Often, researchers use elements of both types of research to provide complex and targeted information. This may look like a survey with multiple-choice and open-ended questions.

• Benefits and limitations

Of course, each type of research has drawbacks and strengths. It's essential to be aware of the pros and cons.

Qualitative studies: Pros and cons

This approach lets you consider your subject creatively and examine big-picture questions. It can advance your global understanding of topics that are challenging to quantify.

On the other hand, the wide-open possibilities of qualitative research can make it tricky to focus effectively on your subject of inquiry. It makes it easier for researchers to skew the data with social biases and personal assumptions. There’s also the tendency for people to behave differently under observation.

It can also be more difficult to get a large sample size because it's generally more complex and expensive to conduct qualitative research. The process usually takes longer, as well. 

Quantitative studies: Pros and cons

The quantitative methodology produces data you can communicate and present without bias. The methods are direct and generally easier to reproduce on a larger scale, enabling researchers to get accurate results. It can be instrumental in pinning down precise facts about a topic. 

It is also a restrictive form of inquiry. Researchers cannot add context to this type of data collection or expand their focus in a different direction within a single study. They must be alert for biases. Quantitative research is more susceptible to selection bias and omitting or incorrectly measuring variables.

• How to balance qualitative and quantitative research

Although people tend to gravitate to one form of inquiry over another, each has its place in studying a subject. Both approaches can identify patterns illustrating the connection between multiple elements, and they can each advance your understanding of subjects in important ways. 

Understanding how each option will serve you will help you decide how and when to use each. Generally, qualitative research can help you develop and refine questions, while quantitative research helps you get targeted answers to those questions. Which element do you need to advance your study of the subject? Can both of them hone your knowledge?

Open-ended vs. close-ended questions

One way to use techniques from both approaches is with open-ended and close-ended questions in surveys. Because quantitative analysis requires defined sets of data that you can represent numerically, the questions must be close-ended. On the other hand, qualitative inquiry is naturally open-ended, allowing room for complex ideas.

An example of this is a survey on the impact of inflation. You could include both multiple-choice questions and open-response questions:

1. How do you compensate for higher prices at the grocery store? (Select all that apply)

A. Purchase fewer items

B. Opt for less expensive choices

C. Take money from other parts of the budget

D. Use a food bank or other charity to fill the gaps

E. Make more food from scratch

2. How do rising prices affect your grocery shopping habits? (Write your answer)

We need qualitative and quantitative forms of research to advance our understanding of the world. Neither is the "right" way to go, but one may be better for you depending on your needs. 

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Qualitative and Quantitative Research: Differences and Similarities

Qualitative research and quantitative research are two complementary approaches for understanding the world around us.

Qualitative research collects non-numerical data , and the results are typically presented as written descriptions, photographs, videos, and/or sound recordings.

In contrast, quantitative research collects numerical data , and the results are typically presented in tables, graphs, and charts.

Debates about whether to use qualitative or quantitative research methods are common in the social sciences (i.e. anthropology, archaeology, economics, geography, history, law, linguistics, politics, psychology, sociology), which aim to understand a broad range of human conditions. Qualitative observations may be used to gain an understanding of unique situations, which may lead to quantitative research that aims to find commonalities.

Within the natural and physical sciences (i.e. physics, chemistry, geology, biology), qualitative observations often lead to a plethora of quantitative studies. For example, unusual observations through a microscope or telescope can immediately lead to counting and measuring. In other situations, meaningful numbers cannot immediately be obtained, and the qualitative research must stand on its own (e.g. The patient presented with an abnormally enlarged spleen (Figure 1), and complained of pain in the left shoulder.)

For both qualitative and quantitative research, the researcher's assumptions shape the direction of the study and thereby influence the results that can be obtained. Let's consider some prominent examples of qualitative and quantitative research, and how these two methods can complement each other.

Qualitative research example

In 1960, Jane Goodall started her decades-long study of chimpanzees in the wild at Gombe Stream National Park in Tanzania. Her work is an example of qualitative research that has fundamentally changed our understanding of non-human primates, and has influenced our understanding of other animals, their abilities, and their social interactions.

Dr. Goodall was by no means the first person to study non-human primates, but she took a highly unusual approach in her research. For example, she named individual chimpanzees instead of numbering them, and used terms such as "childhood", "adolescence", "motivation", "excitement", and "mood". She also described the distinct "personalities" of individual chimpanzees. Dr. Goodall was heavily criticized for describing chimpanzees in ways that are regularly used to describe humans, which perfectly illustrates how the assumptions of the researcher can heavily influence their work.

The quality of qualitative research is largely determined by the researcher's ability, knowledge, creativity, and interpretation of the results. One of the hallmarks of good qualitative research is that nothing is predefined or taken for granted, and that the study subjects teach the researcher about their lives. As a result, qualitative research studies evolve over time, and the focus or techniques used can shift as the study progresses.

Qualitative research methods

Dr. Goodall immersed herself in the chimpanzees' natural surroundings, and used direct observation to learn about their daily life. She used photographs, videos, sound recordings, and written descriptions to present her data. These are all well-established methods of qualitative research, with direct observation within the natural setting considered a gold standard. These methods are time-intensive for the researcher (and therefore monetarily expensive) and limit the number of individuals that can be studied at one time.

When studying humans, a wider variety of research methods are available to understand how people perceive and navigate their world—past or present. These techniques include: in-depth interviews (e.g. Can you discuss your experience of growing up in the Deep South in the 1950s?), open-ended survey questions (e.g. What do you enjoy most about being part of the Church of Latter Day Saints?), focus group discussions, researcher participation (e.g. in military training), review of written documents (e.g. social media accounts, diaries, school records, etc), and analysis of cultural records (e.g. anything left behind including trash, clothing, buildings, etc).

Qualitative research can lead to quantitative research

Qualitative research is largely exploratory. The goal is to gain a better understanding of an unknown situation. Qualitative research in humans may lead to a better understanding of underlying reasons, opinions, motivations, experiences, etc. The information generated through qualitative research can provide new hypotheses to test through quantitative research. Quantitative research studies are typically more focused and less exploratory, involve a larger sample size, and by definition produce numerical data.

Dr. Goodall's qualitative research clearly established periods of childhood and adolescence in chimpanzees. Quantitative studies could better characterize these time periods, for example by recording the amount of time individual chimpanzees spend with their mothers, with peers, or alone each day during childhood compared to adolescence.

For studies involving humans, quantitative data might be collected through a questionnaire with a limited number of answers (e.g. If you were being bullied, what is the likelihood that you would tell at least one parent? A) Very likely, B) Somewhat likely, C) Somewhat unlikely, D) Unlikely).

Quantitative research example

One of the most influential examples of quantitative research began with a simple qualitative observation: Some peas are round, and other peas are wrinkled. Gregor Mendel was not the first to make this observation, but he was the first to carry out rigorous quantitative experiments to better understand this characteristic of garden peas.

As described in his 1865 research paper, Mendel carried out carefully controlled genetic crosses and counted thousands of resulting peas. He discovered that the ratio of round peas to wrinkled peas matched the ratio expected if pea shape were determined by two copies of a gene for pea shape, one inherited from each parent. These experiments and calculations became the foundation of modern genetics, and Mendel's ratios became the default hypothesis for experiments involving thousands of different genes in hundreds of different organisms.

The quality of quantitative research is largely determined by the researcher's ability to design a feasible experiment, that will provide clear evidence to support or refute the working hypothesis. The hallmarks of good quantitative research include: a study that can be replicated by an independent group and produce similar results, a sample population that is representative of the population under study, a sample size that is large enough to reveal any expected statistical significance.

Quantitative research methods

The basic methods of quantitative research involve measuring or counting things (size, weight, distance, offspring, light intensity, participants, number of times a specific phrase is used, etc). In the social sciences especially, responses are often be split into somewhat arbitrary categories (e.g. How much time do you spend on social media during a typical weekday? A) 0-15 min, B) 15-30 min, C) 30-60 min, D) 1-2 hrs, E) more than 2 hrs).

These quantitative data can be displayed in a table, graph, or chart, and grouped in ways that highlight patterns and relationships. The quantitative data should also be subjected to mathematical and statistical analysis. To reveal overall trends, the average (or most common survey answer) and standard deviation can be determined for different groups (e.g. with treatment A and without treatment B).

Typically, the most important result from a quantitative experiment is the test of statistical significance. There are many different methods for determining statistical significance (e.g. t-test, chi square test, ANOVA, etc.), and the appropriate method will depend on the specific experiment.

Statistical significance provides an answer to the question: What is the probably that the difference observed between two groups is due to chance alone, and the two groups are actually the same? For example, your initial results might show that 32% of Friday grocery shoppers buy alcohol, while only 16% of Monday grocery shoppers buy alcohol. If this result reflects a true difference between Friday shoppers and Monday shoppers, grocery store managers might want to offer Friday specials to increase sales.

After the appropriate statistical test is conducted (which incorporates sample size and other variables), the probability that the observed difference is due to chance alone might be more than 5%, or less than 5%. If the probability is less than 5%, the convention is that the result is considered statistically significant. (The researcher is also likely to cheer and have at least a small celebration.) Otherwise, the result is considered statistically insignificant. (If the value is close to 5%, the researcher may try to group the data in different ways to achieve statistical significance. For example, by comparing alcohol sales after 5pm on Friday and Monday.) While it is important to reveal differences that may not be immediately obvious, the desire to manipulate information until it becomes statistically significant can also contribute to bias in research.

So how often do results from two groups that are actually the same give a probability of less than 5%? A bit less than 5% of the time (by definition). This is one of the reasons why it is so important that quantitative research can be replicated by different groups.

Which research method should I choose?

Choose the research methods that will allow you to produce the best results for a meaningful question, while acknowledging any unknowns and controlling for any bias. In many situations, this will involve a mixed methods approach. Qualitative research may allow you to learn about a poorly understood topic, and then quantitative research may allow you to obtain results that can be subjected to rigorous statistical tests to find true and meaningful patterns. Many different approaches are required to understand the complex world around us.

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Qualitative Vs Quantitative Research – A Comprehensive Guide

Published by Carmen Troy at August 13th, 2021 , Revised On September 20, 2023

What is Quantitative Research?

Quantitative research is associated with numerical data or data that can be measured. It is used to study a large group of population. The information is gathered by performing statistical, mathematical, or computational techniques.

Quantitative research isn’t simply based on  statistical analysis or quantitative techniques but rather uses a certain approach to theory to address research hypotheses or questions, establish an appropriate research methodology, and draw findings & conclusions .

Characteristics of Quantitative Research

Some most commonly employed quantitative research strategies include data-driven dissertations, theory-driven studies, and reflection-driven research. Regardless of the chosen approach, there are some common quantitative research features as listed below.

• Quantitative research tests or builds on other researchers’ existing theories whilst taking a reflective or extensive route.
• Quantitative research aims to test the research hypothesis or answer established research questions.
• It is primarily justified by positivist or post-positivist research paradigms.
• The  research design can be relationship-based, quasi-experimental, experimental, or descriptive.
• It draws on a small sample to make generalisations to a wider population using probability sampling techniques.
• Quantitative data is gathered according to the established research questions using research vehicles such as structured observation, structured interviews, surveys, questionnaires, and laboratory results.
• The researcher uses  statistical analysis tools and techniques to measure variables and gather inferential or descriptive data. In some cases, your tutor or dissertation committee members might find it easier to verify your study results with numbers and statistical analysis.
• The study results’ accuracy is based on external and internal validity and authenticity of the data used.
• Quantitative research answers research questions or tests the hypothesis using charts, graphs, tables, data, and statements.
• It underpins  research questions or hypotheses and findings to make conclusions.
• The researcher can provide recommendations for future research and expand or test existing theories.

What is Qualitative Research?

Qualitative research is a type of scientific research where a researcher collects evidence to seek answers to a  question . It is associated with studying human behavior from an informative perspective. It aims at obtaining in-depth details of the problem.

As the term suggests,  qualitative research  is based on qualitative research methods, including participants’ observations, focus groups, and unstructured interviews.

Qualitative research is very different in nature when compared to quantitative research. It takes an established path towards the  research process , how  research questions  are set up, how existing theories are built upon, what research methods are employed, and how the  findings  are unveiled to the readers.

You may adopt conventional methods, including phenomenological research, narrative-based research, grounded theory research, ethnographies, case studies, and auto-ethnographies.

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Characteristics of Qualitative Research

Again, regardless of the chosen approach to qualitative research, your dissertation will have unique key features as listed below.

• The research questions that you aim to answer will expand or even change as the  dissertation writing process continues . This aspect of the research is typically known as an emergent design where the research objectives evolve with time.
• Qualitative research may use existing theories to cultivate new theoretical understandings or fall back on existing theories to support the research process. However, the original goal of testing a certain theoretical understanding remains the same.
• It can be based on various research models, such as critical theory, constructivism, and interpretivism.
• The chosen research design largely influences the analysis and discussion of results and the choices you make . Research design depends on the adopted research path: phenomenological research, narrative-based research, grounded theory-based research, ethnography, case study-based research, or auto-ethnography.
• Qualitative research answers research questions with theoretical sampling, where data gathered from the organisation or people are studied.
• It involves various research methods to gather qualitative data from participants belonging to the field of study. As indicated previously, some of the most notable qualitative research methods include participant observation, focus groups, and unstructured interviews.
• It incorporates an  inductive process where the researcher analyses and understands the data through his own eyes and judgments to identify concepts and themes that comprehensively depict the researched material.
• The key quality characteristics of qualitative research are transferability, conformity, confirmability, and reliability.
• Results and discussions are largely based on narratives, case study and personal experiences, which help detect inconsistencies, observations, processes, and ideas.
• Qualitative research discusses theoretical concepts obtained from the results whilst taking research questions and/or hypotheses to  draw general  conclusions .

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When to Use Qualitative and Quantitative Research Model?

• The research  title, research questions,  hypothesis , objectives, and study area generally determine the dissertation’s best research method.
• If the primary aim of your research is to test a hypothesis, validate an existing theory or perhaps measure some variables, then the quantitative research model will be the more appropriate choice because it might be easier for you to convince your supervisor or members of the dissertation committee with the use of statistics and numbers.
• On the other hand, oftentimes, statistics and a collection of numbers are not the answer, especially where there is a need to understand meanings, experiences, and beliefs.
• If your research questions or hypothesis can be better addressed through people’s observations and experiences, you should consider qualitative data.
• If you select an inappropriate research method, you will not prove your findings’ accuracy, and your dissertation will be pretty much meaningless. To prove that your research is authentic and reliable, choose a research method that best suits your study’s requirements.
• In the sections that follow, we explain the most commonly employed research methods for the dissertation, including quantitative, qualitative, and mixed research methods.

Now that you know the unique differences between quantitative and qualitative research methods, you may want to learn a bit about primary and secondary research methods.

Here is an article that will help you  distinguish between primary and secondary research  and decide whether you need to use quantitative and/or qualitative methods of primary research in your dissertation.

Alternatively, you can base your dissertation on secondary research, which is descriptive and explanatory.

Limitations of Quantitative and Qualitative Research

What is quantitative research, what is qualitative research.

Qualitative research is a type of scientific research where a researcher collects evidence to seek answers to a question . It is associated with studying human behavior from an informative perspective. It aims at obtaining in-depth details of the problem.

Qualitative or quantitative, which research type should I use?

The research title, research questions, hypothesis , objectives, and study area generally determine the dissertation’s best research method.

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Sampling methods are used to to draw valid conclusions about a large community, organization or group of people, but they are based on evidence and reasoning.

Descriptive research is carried out to describe current issues, programs, and provides information about the issue through surveys and various fact-finding methods.

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• How It Works

Qualitative Vs. Quantitative Research — A step-wise guide to conduct research

A research study includes the collection and analysis of data. In quantitative research, the data are analyzed with numbers and statistics, and in qualitative research, the data analyzed are non-numerical and perceive the meaning of social reality.

What Is Qualitative Research?

Qualitative research observes and describes a phenomenon to gain a deeper understanding of a subject. It is also used to generate hypotheses for further studies. In general, qualitative research is explanatory and helps understands how an individual perceives non-numerical data, like video, photographs, or audio recordings. The qualitative data is collected from diary accounts or interviews and analyzed by grounded theory or thematic analysis.

When to Use Qualitative Research?

Qualitative research is used when the outcome of the research study is to disseminate knowledge and understand concepts, thoughts, and experiences. This type of research focuses on creating ideas and formulating theories or hypotheses .

Benefits of Qualitative Research

• Unlike quantitative research, which relies on numerical data, qualitative research relies on data collected from interviews, observations, and written texts.
• It is often used in fields such as sociology and anthropology, where the goal is to understand complex social phenomena.
• Qualitative research is considered to be more flexible and adaptive, as it is used to study a wide range of social aspects.
• Additionally, qualitative research often leads to deeper insights into the research study. This helps researchers and scholars in designing their research methods .

Qualitative Research Example

In research, to understand the culture of a pharma company, one could take an ethnographic approach. With an experience in the company, one could gather data based on the —

• Field notes with observations, and reflections on one’s experiences of the company’s culture
• Open-ended surveys for employees across all the company’s departments via email to find out variations in culture across teams and departments
• Interview sessions with employees and gather information about their experiences and perspectives.

What Is Quantitative Research?

Quantitative research is for testing hypotheses and measuring relationships between variables. It follows the process of objectively collecting data and analyzing it numerically, to determine and control variables of interest. This type of research aims to test causal relationships between variables and provide generalized results. These results determine if the theory proposed for the research study could be accepted or rejected.

When to Use Quantitative Research?

Quantitative research is used when a research study needs to confirm or test a theory or a hypothesis. When a research study is focused on measuring and quantifying data, using a quantitative approach is appropriate. It is often used in fields such as economics, marketing, or biology, where researchers are interested in studying trends and relationships between variables .

Benefits of Quantitative Research

• Quantitative data is interpreted with statistical analysis . The type of statistical study is based on the principles of mathematics and it provides a fast, focused, scientific and relatable approach.
• Quantitative research creates an ability to replicate the test and results of research. This approach makes the data more reliable and less open to argument.
• After collecting the quantitative data, expected results define which statistical tests are applicable and results provide a quantifiable conclusion for the research hypothesis
• Research with complex statistical analysis is considered valuable and impressive. Quantitative research is associated with technical advancements like computer modeling and data-based decisions.

Quantitative Research Example

An organization wishes to conduct a customer satisfaction (CSAT) survey by using a survey template. From the survey, the organization can acquire quantitative data and metrics on the brand or the organization based on the customer’s experience. Various parameters such as product quality, pricing, customer experience, etc. could be used to generate data in the form of numbers that is statistically analyzed.

Data Collection Methods

1. qualitative data collection methods.

Qualitative data is collected from interview sessions, discussions with focus groups, case studies, and ethnography (scientific description of people and cultures with their customs and habits). The collection methods involve understanding and interpreting social interactions.

Qualitative research data also includes respondents’ opinions and feelings, which is conducted face-to-face mostly in focus groups. Respondents are asked open-ended questions either verbally or through discussion among a group of people, related to the research topic implemented to collect opinions for further research.

2. Quantitative Data Collection Methods

Quantitative research data is acquired from surveys, experiments, observations, probability sampling, questionnaire observation, and content review. Surveys usually contain a list of questions with multiple-choice responses relevant to the research topic under study. With the availability of online survey tools, researchers can conduct a web-based survey for quantitative research.

Quantitative data is also assimilated from research experiments. While conducting experiments, researchers focus on exploring one or more independent variables and studying their effect on one or more dependent variables.

A Step-wise Guide to Conduct Qualitative and Quantitative Research

• Understand the difference between types of research — qualitative, quantitative, or mixed-methods-based research.
• Develop a research question or hypothesis. This research approach will define which type of research one could choose.
• Choose a method for data collection. Depending on the process of data collection, the type of research could be determined.
• Analyze and interpret the collected data. Based on the analyzed data, results are reported.
• If observed results are not equivalent to expected results, consider using an unbiased research approach or choose both qualitative and quantitative research methods for preferred results.

Qualitative Vs. Quantitative Research – A Comparison

With an awareness of qualitative vs. quantitative research and the different data collection methods , researchers could use one or both types of research approaches depending on their preferred results. Moreover, to implement unbiased research and acquire meaningful insights from the research study, it is advisable to consider both qualitative and quantitative research methods .

Through this article, you would have understood the comparison between qualitative and quantitative research. However, if you have any queries related to qualitative vs. quantitative research, do comment below or email us.

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• Research Process

Choosing the Right Research Methodology: A Guide for Researchers

• 3 minute read

Table of Contents

Choosing an optimal research methodology is crucial for the success of any research project. The methodology you select will determine the type of data you collect, how you collect it, and how you analyse it. Understanding the different types of research methods available along with their strengths and weaknesses, is thus imperative to make an informed decision.

Understanding different research methods:

There are several research methods available depending on the type of study you are conducting, i.e., whether it is laboratory-based, clinical, epidemiological, or survey based . Some common methodologies include qualitative research, quantitative research, experimental research, survey-based research, and action research. Each method can be opted for and modified, depending on the type of research hypotheses and objectives.

Qualitative vs quantitative research:

When deciding on a research methodology, one of the key factors to consider is whether your research will be qualitative or quantitative. Qualitative research is used to understand people’s experiences, concepts, thoughts, or behaviours . Quantitative research, on the contrary, deals with numbers, graphs, and charts, and is used to test or confirm hypotheses, assumptions, and theories. 

Qualitative research methodology:

Qualitative research is often used to examine issues that are not well understood, and to gather additional insights on these topics. Qualitative research methods include open-ended survey questions, observations of behaviours described through words, and reviews of literature that has explored similar theories and ideas. These methods are used to understand how language is used in real-world situations, identify common themes or overarching ideas, and describe and interpret various texts. Data analysis for qualitative research typically includes discourse analysis, thematic analysis, and textual analysis. 

Quantitative research methodology:

The goal of quantitative research is to test hypotheses, confirm assumptions and theories, and determine cause-and-effect relationships. Quantitative research methods include experiments, close-ended survey questions, and countable and numbered observations. Data analysis for quantitative research relies heavily on statistical methods.

Analysing qualitative vs quantitative data:

The methods used for data analysis also differ for qualitative and quantitative research. As mentioned earlier, quantitative data is generally analysed using statistical methods and does not leave much room for speculation. It is more structured and follows a predetermined plan. In quantitative research, the researcher starts with a hypothesis and uses statistical methods to test it. Contrarily, methods used for qualitative data analysis can identify patterns and themes within the data, rather than provide statistical measures of the data. It is an iterative process, where the researcher goes back and forth trying to gauge the larger implications of the data through different perspectives and revising the analysis if required.

When to use qualitative vs quantitative research:

The choice between qualitative and quantitative research will depend on the gap that the research project aims to address, and specific objectives of the study. If the goal is to establish facts about a subject or topic, quantitative research is an appropriate choice. However, if the goal is to understand people’s experiences or perspectives, qualitative research may be more suitable. 

Conclusion:

In conclusion, an understanding of the different research methods available, their applicability, advantages, and disadvantages is essential for making an informed decision on the best methodology for your project. If you need any additional guidance on which research methodology to opt for, you can head over to Elsevier Author Services (EAS). EAS experts will guide you throughout the process and help you choose the perfect methodology for your research goals.

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Quantitative Research vs. Qualitative Research: Definitions, Types, and the Importance of the Mixed-Method Approach

Jul 17, 2020

Research is a crucial addition to the repertoire of any organization. Approaching research appropriately can help companies and industries identify gaps, strategize for future changes, and develop efficient strategies. Important to various business and market functions, research also allows for companies to acquire a competitive edge over their key competitors. Market research includes collecting, analyzing, and interpreting information about a market within any industry, and utilizing this information to maximize efficiency, enhance profits, and make savings . Research is often divided into two major types – quantitative research and qualitative research. Research experts at Infiniti Research detail the definitions, differences, and importance of qualitative and quantitative research methods in this article.

Market research is a crucial tool for every industry. Request more information to learn how Infiniti Research uses custom market research solutions to provide effective and strategic, actionable market insights.

What is Quantitative Research?

Quantitative research is a systematic empirical method of collecting, analyzing, and studying data. Most often, statistical, mathematical, and computational methods are used to carry out this method of research. The term quantitative is known to define numerical values of all kinds, making quantitative research a highly mathematical and statistical process. Quantitative research is used widely in the fields of psychology, economics, sociology, health & human development, and as stated in the introduction, market research. There are four types of quantitative research:

• Descriptive Research: This method aims to describe identifying characteristics of the population or phenomenon that is being studied. This is the most effective and is the preferred method for quantitative market research .
• Correlational Research: This method aims to measure two variables and determine the extent of the statistical relationship between the two variables.
• Causal-comparative Research: This type of study aims to determine a cause-effect relationship between two variables. In this case, an independent variable is not manipulated, while the second (dependent) variable is manipulated to determine the effect former on the latter.
• Experimental Research: This method uses experimentation to determine the cause-effect relationship between a group of variables. In this case, an independent variable is manipulated to determine its effect on multiple dependent variables.

What is Qualitative Research?

Qualitative research is widely used to determine the answer to the question “why” more so than “what”. This method utilizes non-numerical and unstructured data, very often acquired through conversational and open-ended approaches. It is used most for subjects such as political science, social work, anthropology, psychology, and educational research topics. Qualitative research, as opposed to the statistical approach of quantitative research, is used to establish the humanistic perspective on a certain research topic. There are five types of qualitative research:

• Ethnography: In this method, the researcher participates in the subject’s life/culture entirely. They may be an active participant or an observer. Becoming a ‘participant observer’ allows for gaining a clearer research perspective than interviews or surveys provide.
• Narrative: This approach is long-term and includes one or two subjects. Interviews, documents, and establishing common themes to create a timeline of events is the most common approach to this method.
• Phenomenological: This method is used to appropriately understand a phenomenon or event. The most common approach includes a combination of interviews, documents, videos, and in certain cases visiting certain places to gain a clear, comprehensive set of data.
• Grounded Theory: This method aims to explain the influencing factors for an event, as opposed to phenomenological research, which simply aims to establish the essence of the event. The researcher builds a theory using interviews, existing documents, and a larger sample size (20-60 people).
• Case Study: This method attempts to gain in-depth data about a subject, this subject can range from an individual to a country. It uses multiple data sources, and can be explanatory, exploratory, or in some cases, it can be describing an event in entirety.

Leveraging varying research methods is the most effective way to acquire the desired results in any industry. Speak to our experts to learn how qualitative and quantitative research can help your company.  

Qualitative vs. Quantitative Research

Benefits of combining qualitative and quantitative research.

While each method has its strength and weaknesses, individually both qualitative and quantitative research can fail to provide a comprehensive understanding of the subject. For instance, if a company leverages competitive intelligence solutions , quantitative research effectively helps determine statistical market trends, price ranges, demand-supply trends, and more. However, qualitative research helps acquire opinions from experts, conduct interviews with competitors, in-depth research of existing databases, and more. Thereafter, the most effective result can be achieved by combining the results from both methods to create a comprehensive strategy.

Experts at Infiniti Research approach all market research challenges with a combination of both qualitative and quantitative research. The experts listed the following key benefits of combining qualitative and quantitative research:

• At the Paradigm Level: Using a combination of the two types of research allows for varied paradigms (or views) towards the same subject. Essentially, stepping away from the two-dimensional approach of one objective view towards a research topic. This in turn enables a more comprehensive approach, and therefore, more comprehensive results.
• At the Method Level: Combining the methodological approaches of each of these types of research allows for a much wider scope of engagement. Additionally, with varying paradigms or views, the appropriate method must be used to acquire effective and appropriate results.
• At the Technique Level: This approach also allows for a wide combination of techniques that are utilized in the approach to the entire process. Since techniques are not necessarily ties to paradigms or methods, there is a range of innovative combinations of techniques available to researchers.

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• Key Differences

Know the Differences & Comparisons

Difference Between Qualitative and Quantitative Research

In a qualitative research, there are only a few non-representative cases are used as a sample to develop an initial understanding. Unlike, quantitative research in which a sufficient number of representative cases are taken to consideration to recommend a final course of action.

There is a never-ending debate on, which research is better than the other, so in this article, we are going to shed light on the difference between qualitative and quantitative research.

Content: Qualitative Research Vs Quantitative Research

Comparison chart, definition of qualitative research.

Qualitative research is one which provides insights and understanding of the problem setting. It is an unstructured, exploratory research method that studies highly complex phenomena that are impossible to elucidate with the quantitative research. Although, it generates ideas or hypothesis for later quantitative research.

Qualitative research is used to gain an in-depth understanding of human behaviour, experience, attitudes, intentions, and motivations, on the basis of observation and interpretation, to find out the way people think and feel. It is a form of research in which the researcher gives more weight to the views of the participants. Case study, grounded theory, ethnography, historical and phenomenology are the types of qualitative research.

Definition of Quantitative Research

Quantitative research is a form of research that relies on the methods of natural sciences, which produces numerical data and hard facts. It aims at establishing cause and effect relationship between two variables by using mathematical, computational and statistical methods. The research is also known as empirical research as it can be accurately and precisely measured.

The data collected by the researcher can be divided into categories or put into rank, or it can be measured in terms of units of measurement. Graphs and tables of raw data can be constructed with the help quantitative research, making it easier for the researcher to analyse the results.

Key Differences Between Qualitative And Quantitative Research

The differences between qualitative and quantitative research are provided can be drawn clearly on the following grounds:

• 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.
• Qualitative research is holistic in nature while quantitative research is particularistic.
• 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.
• Qualitative research is exploratory. As opposed to quantitative research which is conclusive.
• The reasoning used to synthesise data in qualitative research is inductive whereas in the case of quantitative research the reasoning is deductive.
• 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.
• Verbal data are collected in qualitative research. Conversely, in quantitative research measurable data is gathered.
• Inquiry in qualitative research is a process-oriented, which is not in the case of quantitative research.
• Elements used in the analysis of qualitative research are words, pictures, and objects while that of quantitative research is numerical data.
• 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.
• 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.
• Qualitative Research develops the initial understanding whereas quantitative research recommends a final course of action.

Video: Qualitative Vs Quantitative Research

An ideal research is one, which is conducted by considering both the methods, together. Although, there are some particular areas which require, only one type of research which mainly depends on the information required by the researcher.  While qualitative research tends to be interpretative, quantitative research is concrete.

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Qualitative vs. Quantitative Research: What is the Difference?

September 15, 2023 | By Hitesh Bhasin | Filed Under: Marketing

When diving into a new research project, one of the first decisions you’ll face is the dilemma of- qualitative vs. quantitative research. These two methodologies, each with its unique strengths and challenges, offer different insights. Understanding the nuances of qualitative and quantitative research is key to picking the right approach for your study. This will help ensure that your research answers your questions and achieves your goals.

Qualitative research is conducted to understand a concept about human behavior, whereas quantitative researches are conducted to collect factual data about social phenomena.

Qualitative research is focused on understanding how people think, feel, and act. This type of research is used to uncover in-depth information about a given topic – whether it’s exploring consumer opinions or delving into employee motivations . Qualitative research can be gathered through methods such as field visits, interviews, and surveys.

On the other hand, quantitative research is focused on collecting facts and data that can be quantified, such as statistics. This type of research is used to measure trends in a given population or to identify correlations between two or more variables. Common quantitative research methods include polls, questionnaires , and experiments.

Table of Contents

What is Qualitative Research?

Qualitative research is conducted to get an in-depth insight into naturalistic phenomena. The outcome of this research gives answers to “why” rather than providing the answers to “what.” It is exploratory and unstructured. Qualitative research is mainly conducted to learn about phenomena related to societies, individuals, languages, communication , cultures , etc.

These phenomena are complex and are difficult to study with the help of quantitative researches. The data about human behavior, interaction, attitudes , and intentions are collected through observation and interpretation.

The data collected from qualitative research can be collected through face-to-face interviews, direct observation, review, and analysis of documents, records, reports, artifacts, etc. for example, to collect information about the preference of people for bathing soaps.

Qualitative research helps in gaining new insight into the research topic, which is not possible otherwise. The researcher can learn about the views that otherwise will remain hidden.

The limitation of qualitative research is that the output of qualitative research depends on the quality, validity, and reliability of the data collected. In addition to this, qualitative research is difficult to conduct as it requires a lot of time to collect data.

Qualitative Research Methods

The qualitative data collection methods used for qualitative research include focus groups , in-depth interviews, case study analysis, observation techniques, field research , and content analysis. These methods facilitate the exploration of behaviors, perspectives, and experiences in a detailed and holistic manner, offering depth that quantitative researches might not provide.

Examples of Qualitative Research

For example, a researcher looking to understand why people buy certain products online might conduct qualitative research like focus groups , in-depth interviews, and observations. A researcher may explore the reasons behind people’s purchase decisions such as product features, pricing , or even emotions that influence their decision-making process.

Qualitative Data Analysis

Qualitative data analysis involves organizing and interpreting qualitative data. Data can be analyzed through coding, sorting, categorizing, or other methods. This allows researchers to develop themes to conclude the research topic. Coding is one of the most common techniques used for analyzing qualitative data as it helps researchers identify patterns among responses from participants.

Advantages of Qualitative Research

• Qualitative research provides intricate details and deep insights.
• It allows for greater flexibility during data collection.
• It offers a high degree of responsiveness to the subject matter.
• It is excellent for exploring complex and under-researched topics.
• Qualitative research can help researchers develop hypotheses for further quantitative researches.

Limitations of Qualitative Research

• Subjectivity can impact the accuracy of research findings.
• Collection and analysis of qualitative data can be time-consuming.
• Results may not be generalizable due to small sample sizes.
• The research findings may be influenced by researchers’ biases.
• It is often difficult to replicate qualitative studies.

What is Quantitative Research?

Qualitative research is conducted to test or verify a theory . The data in quantitative research is collected in the form of numerical data.

A relationship is established between two or more variables with the help of statistical methods or computational methods. The outcome of quantitative research is in the form of numerical data, but it can be collected through questionnaires and interviews.

Quantitative research can also be referred to as empirical research. Data collected through quantitative research is represented in the form of graphs and tables to analyze it.

Data collected through quantitative researches can be used in decision making . Statistics are used to drive results, establish relationships between variables, and describe patterns, and connections from the data collected. The statistics used can be either inferential or descriptive.

Inferential statistics is used to help in identifying the differences between the two groups of data, whereas, descriptive data is used to summarize the data collected through the quantitative methods.

There are fewer chances of ambiguity in the quantitative research method, as the data is in the form of numerical values. Quantitative research takes less time to conduct as the data can be based on a specific sample.

This type of research is especially useful in validating and verifying the already existing theories.

Quantitative research has a few limitations as it cannot be conducted in natural settings, and participants of the research are not allowed to explain their answers. Quantitative research is tedious to conduct as it requires a large sample to get accurate output.

Quantitative Research Methods

Quantitative research methods often incorporate online surveys, online polls, and questionnaires. These methods are advantageous as they can be used to study large populations and collect a lot of data quickly.

Examples of Quantitative Research

One example of quantitative research is a survey conducted to track customer satisfaction . It involves giving a survey with a set of questions related to rating the overall service experience, asking about preferences and opinions on various aspects of the service, etc. The results from this survey can be analyzed to identify areas where improvement is needed. Another example would be experimenting with a laboratory setting to measure the reaction time of participants when presented with different stimuli. The results from this experiment can be analyzed to understand the differences in reaction times between different groups of people.

Quantitative Data Analysis

Quantitative data analysis involves using statistical methods to derive meaning from the data collected. The data, once cleaned and organized, can be analyzed using various statistical tools to find correlations, trends, and patterns, or to make predictions.

Advantages of Quantitative Research

• Quantitative research allows for a broader study, involving a larger number of subjects and enhancing the generalization of the results.
• It provides numerical data that can be analyzed using statistics, making it possible to uncover patterns and trends.
• The research design is usually more structured and standardized, which increases reliability.
• It delivers definitive answers to research questions, contributing to the objectivity of the study.
• Quantitative research can be replicated due to its high reliability, which adds credibility to the findings.

Limitations of Quantitative Research

• Quantitative research may not capture the full complexity of human behavior or emotions.
• The structured design may limit the scope for spontaneous responses or personal perspectives.
• There is a risk of over- reliance on statistical analysis and numerical data, overlooking qualitative aspects.
• Quantitative methods can be expensive and time-consuming.
• There can be potential issues with data collection methods, including sampling errors or biased samples.

Qualitative vs Quantitative Research: Comparison Table

Here is a video by Marketing91 on Qualitative Research vs. Quantitative Research.

Conclusion!

In conclusion, we can say that quantitative and qualitative research have their strengths and limitations. Both types of research can be used simultaneously to get accurate results. However, there are some areas where only one type of research method can be used, and others are not.

For example, if you want to know about the views of people about the leading political party of a country, then qualitative research is appropriate. Results deduced from quantitative research can be factual, and results deduced from qualitative research can be interpretative.

What is the difference between qualitative and quantitative data?

Qualitative researchers focus on understanding the subject matter at hand in a comprehensive, detailed manner. They delve into the why and how of human behavior, offering insights into the human experience. On the other hand, quantitative research seeks to quantify data and apply mathematical models to understand patterns. In essence, quantitative research data is numerical and can be measured and calculated using statistical methods. This approach provides a broad view applicable to larger populations.

Why use qualitative or quantitative data?

Using qualitative or quantitative data often depends on the research question and the type of data needed to answer it. If you seek to understand the context, motivations, or experiences, qualitative methods of data collection are beneficial. However, if you need to collect numerical data, identify patterns, or establish causal relationships, you opt for a quantitative approach.

Which is easier qualitative or quantitative research?

The ease of qualitative or quantitative research largely depends on the researcher’s skills and objectives. Quantitative research might be easier for those comfortable with numbers and statistical analysis, as it involves systematic measurement and calculation. On the contrary, qualitative research might be more suitable for those who enjoy exploring perspectives and motivations, as it seeks a deeper understanding of human behavior.

Liked this post? Check out the complete series on Market research

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• Qualitative Research: Meaning, and Features of Qualitative Research
• Quantitative Market Research
• 11 Types Of Quantitative Research options that exist for Market Researchers
• Importance of Quantitative Research
• What are the Characteristics of Quantitative Research?
• Qualitative Market Research
• 9 Types of Qualitative Research used by Market Researchers
• Types of interviews in Qualitative Research
• What is the Importance of Qualitative Research to an Organization?
• 11 Characteristics of Qualitative Research

About Hitesh Bhasin

Hitesh Bhasin is the CEO of Marketing91 and has over a decade of experience in the marketing field. He is an accomplished author of thousands of insightful articles, including in-depth analyses of brands and companies. Holding an MBA in Marketing, Hitesh manages several offline ventures, where he applies all the concepts of Marketing that he writes about.

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Principles of Social Research Methodology pp 263–277 Cite as

Designing a Research Proposal in Qualitative Research

• Md. Ismail Hossain 4 ,
• Nafiul Mehedi 4 &
• Iftakhar Ahmad 4  
• First Online: 27 October 2022

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The chapter discusses designing a research proposal in qualitative research. The main objective is to outline the major components of a qualitative research proposal with example(s) so that the students and novice scholars easily get an understanding of a qualitative proposal. The chapter highlights the major components of a qualitative research proposal and discusses the steps involved in designing a proposal. In each step, an example is given with some essential tips. Following these steps and tips, a novice researcher can easily prepare a qualitative research proposal. Readers, especially undergraduate and master’s students, might use this as a guideline while preparing a thesis proposal. After reading this chapter, they can easily prepare a qualitative proposal.

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Hossain, M.I., Mehedi, N., Ahmad, I. (2022). Designing a Research Proposal in Qualitative Research. In: Islam, M.R., Khan, N.A., Baikady, R. (eds) Principles of Social Research Methodology. Springer, Singapore. https://doi.org/10.1007/978-981-19-5441-2_18

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The research proposal in quantitative and qualitative research

All research endeavours, in both qualitative and quantitative research, in every academic and professional field are preceded by a research proposal. It informs your academic supervisor or potential research contract provider about your conceptualisation of the total research process that you propose to undertake so that they can examine its validity and appropriateness. In any academic field, your research proposal will go through a number of committees for approval. Unless it is approved by all of them, you will not be able to start your research. Hence, it is important for you to study closely what constitutes a research proposal.

You need to write a research proposal whether your research study is quantitative or quali­tative and in both cases you use a similar structure. The main difference is in the proposed pro­cedures and methodologies for undertaking the research endeavour. When providing details

for different parts of the research proposal, for quantitative studies, you will detail quantitative methods, procedures and models and, for qualitative studies, your proposed process will be based upon methods and procedures that form the qualitative research methodology.

Certain requirements for a research proposal may vary from university to university, and from discipline to discipline within a university. What is outlined here will satisfy most require­ments but you should be selective regarding what is needed in your situation.

A research proposal is an overall plan, scheme, structure and strategy designed to obtain answers to the research questions or problems that constitute your research project. A research proposal should outline the various tasks you plan to undertake to fulfil your research objectives, test hypotheses (if any) or obtain answers to your research questions. It should also state your reasons for undertaking the study. Broadly, a research proposal’s main function is to detail the operational plan for obtaining answers to your research questions. In doing so it ensures and reassures the reader of the validity of the methodology for obtaining answers to your research questions accurately and objectively.

In order to achieve this function, a research proposal must tell you, your research supervisor and reviewers the following information about your study:

• what you are proposing to do;
• how you plan to find answers to what you are proposing;
• why you selected the proposed strategies of investigation.

Source: Kumar Ranjit (2012), Research methodology: a step-by-step guide for beginners , SAGE Publications Ltd; Third edition.

29 Jul 2021

30 Jul 2021

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What is the difference in the research objective between Qualitative versus quantitative study while writing a proposal?

Research is the vital tool to increase the knowledge about the study. There are two standard method of research in all field of science and social science, they are Qualitative and Quantitative research . Qualitative and Quantitative research provides a deep understanding of the problem in separate manner. Qualitative researches are often to be of understanding the personal views of the people, whereas quantitative researches are of concrete statistics and generalization of the population through the samples. However, there has been an increasing trend from early 90’s in combining the quantitative and qualitative research, which in turns delivers significant insights about the problem(Black, 1999). Further, there is always a confusion among the researchers to choose between the Qualitative and Quantitative research objective according to the phenomena considered. Thus, in this blog, I will list out the difference of Qualitative and Quantitative study in research perspective.

Qualitative research

Qualitative research is a type of physical, empirical, exploratory, direct, and empathic research. It helps the researcher to understand the opinions, reasons, causes or trends that hide behind the data. The face to face interview method of data collection is the most commonly used method in qualitative research in which a small sample of respondents is interviewed for a long time, even for hours.

Quantitative research

Quantitative analysis lets the researcher to calculate, using empirical data or only data that can then be quickly converted into statistics, and it tests a wide sample of respondents’ behaviors, views and attitudes. The reason for collecting more sample is that if there is more data then the results will be more accurate(Denscombe, 2010). The Data collection methods takes various forms such as online surveys, telephonic surveys, etc. However, the most common method of data collection is that the telephonic research or web research and the time taken for this type of data collection will be approximately 10 minutes for each respondents.

Different research methods are used in Qualitative and Quantitative research to collect and analyze data, and allows the researcher to answer varioustypes of research questions.In order to write the valid research proposal, you should know the difference between the two types of research methods(Denzin & Lincoln, 1994). This list of difference allows the researcher to make the conclusion about which type of research they going to do and which method of data collection is suitable.

Furthermore, in the quantitative research, the researchers will not involve in the interview process and the data collected based on different modes are then analysed to draw a valid conclusions. However, in the qualitative case, the researcher is directly involved in the data collection process. In qualitative research, only small sample size calculation is selected to understand the concept thoroughly, whereas in the quantitative study large samples are collected and generalize the results to the population. Quantitative research focus on testing theories or hypothesis whereas qualitative research formulate the theories or hypothesis(Glaser & Strauss, 1967). Quantitative data is analysed using advanced mathematical and statistical tools and techniques whereas qualitative data is often the type of summarization and interpreting from it. Quantitative study needs large samples whereas qualitative requires small samples and the questionnaire is of multiple choice in quantitative and open-ended type in qualitative.

Data collection

Data can be collected for this two types of research in various ways and the main thing to keep in mind is that it should be helpful to answer the research questions(Glaser & Strauss, 1967). Mostly, data collection may be either qualitative or quantitative. For instance, in case studies, the data can be in number like frequencies or rating scale, and in surveys, the data can be in the form of text, etc. Here, I will list out most common methods in both the research methods.

Quantitative data collection

• Experiments : Experimental variables can be controlled and used to identify the cause-and-effect relationships.
• Surveys : Survey questionnaire involves a list of multiple choice questions and the data can be collected through online mode, in person, or over the phone.
• Observations: In this case, the variables cannot be controlled and it is natural.

Qualitative data collection

• Interviews : The data is collected orally by asking open-ended questions to targeted samples.
• Ethnography : Observing the cultural behaviour closely in a community for long period.
• Focus groups: Gathering data from discussion among a group of people about a topic.
• Literature review : Collecting the already published works and making a review.

Conclusions

In summary, an innovative and interesting research is the one which include both the methods in the research together. However, there are certain research areas which require only one type of research as in few medical examinations and the selection of research methods is purely depend upon the researcher. Qualitative research is interpretative research whereas quantitative research is the concrete one. On the whole, I would suggest a rule thumb for selecting the right research method is that, if the researcher wants to confirm or test a theory or hypothesis then quantitative research is the key, and if the researcher wants to understand any concepts, thoughts, etc., then the qualitative research is the best tool. Further, it is recommended to the researchers to decide upon which method of research is need for the study, deeply understand the differences, and choose appropriately.

• Black, T. R. (1999). Doing quantitative research in the social sciences: An integrated approach to research design, measurement and statistics. Sage. https://books.google.com/books?hl=en&lr=&id=rJA7CgAAQBAJ&oi=fnd&pg=PT6&dq=Doing+quantitative+research+in+the+social+sciences:+An+integrated+approach+to+research+design&ots=t2YtwJuuV6&sig=DamT3WSXWivFSflztbTi0hGmOMQ
• Denscombe, M. (2010). The Good Research Guide: For Small-Scale Social Research Projects: for small-scale social research projects. McGraw-Hill Education. https://books.google.co.in/books?id=woS5P2Y6HFUC
• Denzin, N. K., & Lincoln, Y. S. (1994). Handbook of qualitative research. Sage Publications. https://books.google.co.in/books?id=u8hpAAAAMAAJ
• Glaser, B. G., & Strauss, A. L. (1967). The Discovery of Grounded Theory: Strategies for Qualitative Research. Aldine. https://books.google.co.in/books?id=_4BGvgEACAAJ

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• Difference Between Qualitative And Quantitative Research

Difference Between Qualitative and Quantitative Research

In the fields of business, science and technology, economics, etc., they use two standard ways of conducting research. One is qualitative research and the other is quantitative research. Quantitative research uses statistical and logical observations to get a conclusion whereas the qualitative search relies on verbal and written data. In short, quantitative research is generally expressed in numbers or represented using graphs, whereas qualitative research is expressed using the words for the given data sets . Now, in this article, we are going to discuss the difference between qualitative and quantitative research of different data sets.

Why Do We Need Quantitative and Qualitative Research?

Quantitative research is useful in order to gain an understanding of the underlying opinions, motivations, and reasons. It gives insights into the problems. Also, quantitative research helps to develop ideas and hypotheses, whereas qualitative research is useful in uncovering trends, ideas and opinions, and gives deeper insights into the problem.

Definition of Qualitative and Quantitative Research

Qualitative Research: Qualitative research is used to gain an understanding of human behaviour, intentions, attitudes, experience, etc., based on the observation and interpretation of people. It is an unstructured and exploratory technique that deals with highly complex phenomena. This kind of research is usually done to understand the topic in-depth. It is carried out by taking interviews with open-ended questions, observations that are described in words, and so on.

Quantitative Research: Quantitative research method relies on the methods of natural sciences, which develops hard facts and numerical data. It establishes the cause-and-effect relationship between two variables using different statistical, computational, and statistical methods. As the results are accurately and precisely measured, this research method is also termed as “Empirical Research”. This type of research is generally used to establish generalised facts about a particular topic. This type of research is usually done using surveys, experiments, and so on.

What are the Differences Between Qualitative and Quantitative Research?

Quantitative research is a more methodical approach to solving problems by generating and using data. This form of research is used in quantifying data and variables into concrete data. The surveys used in Quantitative Research includes online surveys, paper surveys and other forms of survey used to complete the research.

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Frequently Asked Questions on the Difference Between Qualitative and Quantitative Research

Mention the types of quantitative research..

The four different types of quantitative research are descriptive research, experimental research, quasi-experimental research, and correlational research.

Mention the types of qualitative research

The different types of qualitative research are case study, ethnographic method, phenomenological method, narrative model, historical model, grounded theory method

Mention the major difference between qualitative and quantitative data.

The major difference between the qualitative and quantitative data is that quantitative data is about the numbers and the qualitative data is descriptive.

Give the examples for quantitative and qualitative data

The examples of quantitative data are age, salary, height, shoe size, etc. The examples of qualitative data are taste, smell, colour, etc

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Select the correct answer and click on the “Finish” button Check your score and answers at the end of the quiz

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What is the Difference Between Qualitative and Quantitative Analysis

The right choice of research methodology is the starting point of the project's success. So, let's dive in.

Explaining the Difference Between Qualitative and Quantitative Analysis

Every research project in academia involves some way of managing the collected information. Hence, the choice of qualitative vs quantitative analysis becomes actual. To choose the right methods, you need to understand the core meaning of each type of analysis.

Let’s briefly discuss the difference between qualitative and quantitative analysis.

Qualitative

• Uses words.
• Helpful when you need to get insights or clarify some unobvious moments.
• Some popular methods are ethnography, interviews, focus groups, and literature reviews.
• Question type: open-ended questions.
• Analysis types: categorization, generalization, interpretation.
• Often used for understanding something

Quantitative

• Uses numbers, graphs, and statistics.
• Helpful when you need to get general information on the topic.
• Some popular methods are experiments, observations in numbers, and surveys.
• Question type: close-ended questions.
• Analysis types: mathematical and statistical.
• Often used to test/confirm facts

As you can see, the difference between these research methods is evident. Still, they both have the same thing – the risk of particular biases. We consider them next to make it easier to choose one for qualitative research vs quantitative research.

How to Choose Quantitative vs Qualitative Research

The formulation of the research question and the objectives of the study are critical for good reason. The question and purpose are the key factors in choosing qualitative vs quantitative research methods for your project. If your PhD project aims to understand how something works, what reactions it triggers, and group this data, you need qualitative analysis. Quantitative analysis is the right choice if you must explore cause-and-effect connections, identify patterns, and count them.

But let’s mention that quantitative methods often go hand in hand with qualitative methods. Moreover, the way you collect, classify & organize data is the analysis itself, which is the basis for statistical data analysis. Furthermore, combining qualitative and quantitative research methods in the study is important for a complete and objective picture. This is known as a mixed modes approach.

Pitfalls of Qualitative Research Proposal to Consider

PhD investigations may have pitfalls or biases regardless of the chosen methodology. Here, we describe the most popular ones from all the possible biases. Considering them is essential both for the investigation process and data processing. You can also use them to get more information on the difference between qualitative and quantitative methods.

• Hawthorne Effect. This bias may occur when participants change their behavior after learning that they are part of a research study.
• Observer Bias. When researchers have their own expectations and beliefs, that might influence how they interpret collected results.
• Recall Bias. Research participants may recollect past events or experiences inaccurately or with distortions.
• Social Desirability Bias. This happens when participants try to present themselves in a positive light when answering questions or describing their experiences.

All of these biases can distort data, and making conclusions based on them would be a mistake. Such a study wouldn’t accurately reflect reality and couldn’t be the basis for valid conclusions. Therefore, it’s essential to consider all these types of biases when writing qualitative research proposal.

Obstacles of Quantitive Research Analysis to Consider

Like in the previous case, quantitative analysis has biases that can affect the results’ accuracy. In this section of the article, we’ll briefly go over them.

• Information bias. The analyst collects data that doesn’t reflect reality. This may have various reasons. For example, if the researcher asks participants questions they can’t or don’t want to answer correctly. The same happens when the analyst doesn’t consider all possible sources of information.
• Missing variable bias. The researcher doesn’t consider all the factors that could affect their study’s results. This way, they may make a wrong conclusion.
• Sampling bias. It happens when the analyst chooses participants for their study in a way that means the results of their study can’t be applied to everyone else.
• Selection bias. This happens when the researcher treats data differently. This can arise when the researcher pressures participants to answer in a certain way.

How do you reduce the risk of bias in quantitive and qualitative analysis methods to zero? You can avoid bias in quantitative analysis by following three principles:

• Objectivity in your approach to the study.
• Accuracy in collecting and analyzing data.
• The study’s completeness excludes the factors affecting the results.

How to Ask Research Questions for a Qualitative Research Proposal

As we mentioned before, the research question and goals are at the core of choosing the methodology. The way you frame your research question will determine the direction of your study and how you analyze your data.

How to ask research questions for a qualitative research proposal

If it comes to qualitative methodology, the question should be open-ended. This means that there should not be a single, definitive answer. You have to formulate a question relevant to your research topic in an easy-to-understand way.

How to ask research questions within a quantitative study

In turn, quantitative studies involve close-ended questions. They also can provide multiple choice. And while qualitative methods help provide the context, quantitative ones help test & experiment.

Mixed Qualitative vs Quantitative Research Methods (MMR)

In some cases, it is necessary to use mixed quantitative vs qualitative research methods. It helps to get a complete overview of the study results. Using them together, this Mixed Methods Research (MMR) can provide the most comprehensive and objective results and allow for more accurate conclusions. The best combination for your research project will depend on the specific study.

There are many different combinations of MMR. However, the most common MMRs are:

• Convergent.
• Exploratory.
• Instrumental.
• Transformative.

In addition, depending on how you use the difference between quantitative research vs qualitative research and collected data in the study, they divide MMR into types based on their use. These include concurrent, sequential, and integrated use of MMR.

Need More Help With Your Qualitative Research Proposal?

When developing a PhD research design, you often choose between qualitative and quantitative analysis methods. The steps to decide are to ask the right questions and select the research object. But you don’t always have to. If MMR can help you get a more complete picture and make better conclusions, then it’s the way to go.

Today, we have explained what is the difference between qualitative and quantitative analysis. We hope you find it useful. But if you still have trouble with your PhD research proposal, there is always an option to get help from our experts. We can assist you with everything from the topic selection to polishing the finished copy. Just give us a direction and wait a little while we pick up the best-suited specialist.

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