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What’s the difference between qualitative and quantitative research?

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❶Inquiry in qualitative research is a process-oriented, which is not in the case of quantitative research. Although, it generates ideas or hypothesis for later quantitative research.

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Quantitative research
Quantitative research – the emphasis is on measurement

DeFranzo September 16, Many mistakenly think the two terms can be used interchangeably. So what is the difference between Qualitative Research and Quantitative Research? Qualitative Research is primarily exploratory research. It is used to gain an understanding of underlying reasons, opinions, and motivations.

It provides insights into the problem or helps to develop ideas or hypotheses for potential quantitative research. Qualitative Research is also used to uncover trends in thought and opinions, and dive deeper into the problem. Qualitative data collection methods vary using unstructured or semi-structured techniques. The sample size is typically small, and respondents are selected to fulfil a given quota. Quantitative Research is used to quantify the problem by way of generating numerical data or data that can be transformed into usable statistics.

It is used to quantify attitudes, opinions, behaviors, and other defined variables — and generalize results from a larger sample population. Quantitative Research uses measurable data to formulate facts and uncover patterns in research. Quantitative data collection methods are much more structured than Qualitative data collection methods. Quantitative data collection methods include various forms of surveys — online surveys, paper surveys , mobile surveys and kiosk surveys, face-to-face interviews, telephone interviews, longitudinal studies, website interceptors, online polls, and systematic observations.

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While defining quantitative and qualitative research based on their uses and purposes may be considered a practical approach for researcher, the difference actually lies on their roots: Here, the researcher employs various data-gathering strategies, depending upon the thrust or approach of his research.

Examples of data-gathering strategies used in Qualitative Research are individual in-depth interviews, structured and non-structured interviews, focus groups, narratives, content or documentary analysis, participant observation and archival research. On the other hand, Quantitative Research makes use of tools such as questionnaires, surveys, measurements and other equipment to collect numerical or measurable data.

The presentation of data in a Qualitative Research is in the form of words from interviews and images videos or objects such as artifacts. If you are conducting a Qualitative Research what will most likely appear in your discussion are figures in the form of graphs. However, if you are conducting a Quantitative Research, what will most likely appear in your discussion are tables containing data in the form of numbers and statistics.

Qualitative Research is primarily subjective in approach as it seeks to understand human behavior and reasons that govern such behavior. Researchers have the tendency to become subjectively immersed in the subject matter in this type of research method.

In Quantitative Research, researchers tend to remain objectively separated from the subject matter. This is because Quantitative Research is objective in approach in the sense that it only seeks precise measurements and analysis of target concepts to answer his inquiry.

Qualitative research , Quantitative research. Debates have been ongoing, tackling which method is better than the other. The reason why this remains unresolved until now is that, each has its own strengths and weaknesses which actually vary depending upon the topic the researcher wants to discuss.

If your study aims to find out the answer to an inquiry through numerical evidence, then you should make use of the Quantitative Research. However, if in your study you wish to explain further why this particular event happened, or why this particular phenomenon is the case, then you should make use of Qualitative Research. Some studies make use of both Quantitative and Qualitative Research, letting the two complement each other. If your study aims to find out, for example, what the dominant human behavior is towards a particular object or event and at the same time aims to examine why this is the case, it is then ideal to make use of both methods.

Check out our quiz-page with tests about:. Below, we outline how "qual" and "quant" data vary, and the implications for market researchers. Quantitative research is concerned with measurement of a market or population.

Within market research, this may include, but is not limited to:. A quantitative research technique will be used where a stable and representative measurement of the market is required. Stability is important in any instance where research is to be repeated and in cases where there is an interest in detecting changes over time. Due to the nature of survey sampling , researchers need to be mindful of margins-of-error and their implications for reporting.

Increasing a sample size is often a good way to narrow the level of error. Representativeness becomes very important where market research is to be used to support business decision-making. Quantitative research conducted on a random-sampling basis is well suited to this task. Sufficiently large, quantitative samples are able to cover a wide and therefore representative cross-section of the market. For example, quantitative research may tell you that Advert A is recalled more often than Advert B, but how does A work as an advert and why is it more effective than B?

This is when qualitative research is needed. Qualitative research is often concerned with empathizing with the customer and establishing the meanings he or she attaches to products, brands and other marketing objects. Another focus is motivation: For example, why does one product meet customer needs over another — and what are these needs that are being met?

Qualitative research is conducted amongst smaller samples compared to quantitative research. In the case of attitudes to brands, for example, qualitative research may determine a specific view held about the brand, whereas quantitative research would tell us what proportion holds that view.

Each technique has its own specific advantages, depending on the nature of the target audience and the type of information that needs to be collected. For instance, while techniques such as interviews rely more on direct questioning of research subjects, ethnographic studies are predicated on observation. Quantitative and qualitative research work in tandem. The qualitative element frequently takes place at the front end of the study, exploring values that need measuring in the subsequent quantitative phase.

Qualitative research – the emphasis is on understanding

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Differences Between Qualitative and Quantitative Research Methods: Qualitative Methods: Quantitative Methods: Methods include focus groups, in-depth interviews, and reviews of documents for types of themes: Surveys, structured interviews & observations, and reviews of records or documents for numeric information.

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What’s the difference between qualitative and quantitative research? Susan E. DeFranzo September 16, Many times those that undertake a research project often find they are not aware of the differences between Qualitative Research and Quantitative Research methods.

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On Methods: What’s the difference between qualitative and quantitative approaches? Editors Note: We are very fortunate to have Adar Ben-Eliyahu, Ph.D. our new Methods Editor, sharing with us her considerable expertise on research edupdf.ga Ben-Eliyahu completed her doctorate in developmental psychology at Duke University, where she honed very strong skills in methods. Difference Between Qualitative and Quantitative Research April 16, By Surbhi S 6 Comments Research is the most widely used tool to increase and brush-up the stock of knowledge about something and someone.

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The main difference between qualitative and quantitative research methods is the approach. With qualitative research methods, you’re starting with a specific observation before moving to a more generalized one. What is the difference between quantitative and qualitative research? In a nutshell, quantitative research generates numerical data or information that can be converted into numbers. Qualitative Research on the other hand generates non-numerical data.