Differences between Qualitative and Quantitative Research.| Research is the most widely used tool to increase knowledge about something or someone be it in the fields of marketing, business, sociology, psychology, science & technology, economics, etc.
There are two standard ways to conduct research, namely qualitative research and quantitative research. While qualitative research relies on verbal narratives such as spoken or written data, while quantitative research uses logical or statistical observations to draw conclusions.
In qualitative research, only a few non-representative cases are used as samples to develop initial understanding. Unlike quantitative research where enough representative cases are considered to recommend a final course of action.
There is a never-ending debate about which research is better of the two, so in this article, we will explain the difference between qualitative and quantitative research.
Definition of Qualitative Research
Qualitative research is research that provides insight and understanding of problem setting. It is an unstructured exploratory research method that studies very complex phenomena that are impossible to explain by quantitative research. Although it generates ideas or hypotheses for later quantitative research.
Qualitative research is used to gain an in-depth understanding of human behavior, experiences, attitudes, intentions, and motivations, based on observations and interpretations, to find out how people think and feel. This is a form of research in which the researcher gives more weight to the views of the participants. Case studies, basic theory, ethnography, history and phenomenology are types of qualitative research.
Definition of Quantitative Research
Quantitative research is a form of research that relies on natural science methods to produce numerical data and facts. It aims to establish a cause and effect relationship between two variables using mathematical, computational and statistical methods. This research is also known as empirical research because it can be measured accurately and precisely.
The data collected by the researcher can be divided into categories or put into ratings or can be measured in units of measurement. Graphs and tables of raw data can be made with the help of quantitative research, making it easier for researchers to analyze the results.
Red Thread | The ideal research is one that considers both methods together. Although, there are certain fields that require only one type of research especially those that depend on the information required by the researcher. While qualitative research tends to be interpretive, quantitative research is concrete.