Question

What is the difference between qualitative and quantitative research? Include mention of possible differences in purpose, method, data sources, and data analysis.

Answer 1

Qualitative research is used primarily exploratory research. It is used to obtain in-depth and holistic understanding of a particular phenomenon. Qualitative research is also used to uncover trends and dive deeper into the problem. Qualitative data collection methods vary using unstructured or semi-structured techniques and doesn’t rely on statistical techniques. Some of the common methods include focus groups (group discussions), individual interviews, and participation/observations with the sample size being typically small.

On the other hand, quantitative research conceptualises the problem by way of generating numerical data or data that can be transformed into statistics. Researchers use measurable data to formulate facts and uncover patterns in research. The methods are much more structured and data collection methods include various forms of surveys , experiments, self-report inventories, surveys, interviews, longitudinal studies, website interceptors, online polls, and systematic observations.