The differences between qualitative and quantitative research

Sample Answer

Qualitative and quantitative research are two fundamental approaches to collecting and analyzing data, each with distinct goals, methodologies, and strengths. They often provide complementary insights into a research problem.

Here's a breakdown of their key differences:

1. Purpose/Goal:

Qualitative Research: Aims to explore, understand, and interpret experiences, meanings, perspectives, and the "why" and "how" behind phenomena. It seeks in-depth insights and rich descriptions of complex issues.

Example: Understanding why customers are dissatisfied with a new sports product.

Quantitative Research: Aims to measure, test hypotheses, quantify variables, establish relationships, and generalize findings to a larger population. It focuses on the "what," "where," and "when."

Example: Determining what percentage of customers are dissatisfied with a new sports product and identifying the most common reasons.

2. Type of Data Collected:

Qualitative Research: Non-numerical, descriptive data. This includes text, audio recordings, video, images, field notes, and observations.

Examples: Transcripts of interviews, focus group discussions, detailed observational notes, open-ended survey responses, personal diaries, cultural records.

Quantitative Research: Numerical data that can be counted, measured, or expressed in numbers.

Examples: Survey ratings (e.g., 1-5 scale), counts (e.g., number of sales, attendance figures), measurements (e.g., speed, weight), demographic statistics (e.g., age, income).