Question

Describe how quantitative and qualitative data are treated differently in analysis. What kind of questions are qualitative and quantitative data well suited to address? Explain, with examples.

Answer 1

The primary purpose of quantitative research is to quantify data. This allows the generalization of results from a sample to an entire interest population and the measurement of the incidence in a given sample of different views and opinions. However, qualitative research, which then aims to further explore selected findings, is not infrequently followed by quantitative research.Qualitative analysis is considered particularly appropriate to gain an in-depth understanding of the underlying reasons and motivations. It provides insight into the problem situation. At the same time, for later quantitative research, it often generates concepts and hypotheses.

Data collection in qualitative research is not rarely based on unstructured or semi-structured techniques, but on methodologically flexible techniques, e.g. individual in-depth interviews or group discussions, suitable for highly detailed and comprehensive viewing. Highly structured, linear methods such as online questionnaires, on-street or telephone interviews are used in quantitative research. Quantitative research depends on answers to pre-formulated questions as opposed to qualitative research, which allows unlimited speech from respondents.

Examples of quantitative questions include: How many times a month do you buy a café or coffee shop coffee?
How often are you at home drinking coffee?
Do you prefer home coffee or a café or a coffee shop to buy?
Which café or coffee shop are you going to the most frequently if applicable?
While the word "quantity" is just about numbers, this is not always the case.

Unlike quantitative questions. Qualitative questions, ask "why" in an open-ended manner, enabling respondents to explain their motivations and reasoning in their own words in greater detail. These responses are more difficult to analyze because it is impossible to quantify the answers with hard numbers for the most part. Alternatively, you need to be able to think flexibly and creatively while interpreting qualitative data in order to recognize relevant patterns and findings.

Types of qualitative questions include: what does your favorite café or coffee shop like most about?
How can you boost your favorite café or coffee shop?