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Difference between qualitative and quantative research

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Qualitative vs. quantitative research
When collecting and analyzing data, quantitative research deals with numbers and statistics, while qualitative
research deals with words and meanings. Both are important for gaining different kinds of knowledge.
Quantitative research is expressed in numbers and graphs. It is used to test or confirm theories and
assumptions. This type of research can be used to establish generalizable facts about a topic. Common
quantitative methods include experiments, structured observations (recorded as numbers), and surveys with
closed-ended questions.
Qualitative research is expressed in words. It is used to understand concepts, thoughts or experiences.
This type of research enables you to gather in-depth insights on topics that are not well understood.
Common qualitative methods include interviews with open-ended questions, participatory observations
(described in words), and literature reviews that explore concepts and theories.
Quantitative and qualitative research use different research methods to collect and analyze data, and they
allow you to answer different kinds of research questions.
Qualitative vs. quantitative research
Quantitative research
Qualitative Research
Focuses on testing theories and hypotheses
Focuses on exploring ideas and formulating a theory or
hypothesis
Analyzed through math and statistical analysis
Analyzed by summarizing, categorizing and interpreting
Mainly expressed in numbers, graphs and tables
Mainly expressed in words
Requires many respondents
Requires few respondents
Closed (multiple choice) questions
Open-ended questions
Key terms: testing, measurement, objectivity,
replicability
Key terms: understanding, context, complexity,
subjectivity
Data collection methods
Quantitative and qualitative data can be collected using various methods. It is important to use a data
collection method that will help answer your research question(s).
Many data collection methods can be either qualitative or quantitative. For example, in surveys, observations
or case studies, your data can be represented as numbers (e.g. using rating scales or counting frequencies)
or as words (e.g. with open-ended questions or descriptions of what you observe).
However, some methods are more commonly used in one type or the other.
Quantitative data collection methods
Surveys: List of closed or multiple choice questions that is distributed to a sample (online, in person,
or over the phone).
Experiments: Situation in which variables are controlled and manipulated to establish cause-and-
effect relationships.

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Observations: Observing subjects in a natural environment where variables can’t be controlled.
Qualitative data collection methods
Interviews: Asking open-ended questions verbally to respondents.
Focus groups: Discussion among a group of people about a topic to gather opinions that can be
used for further research.
Ethnography: Participating in a community or organization for an extended period of time to closely
observe culture and behavior.
Literature review: Survey of published works by other authors.
When to use qualitative vs. quantitative research
A rule of thumb for deciding whether to use qualitative or quantitative data is:
Use quantitative research if you want to confirm or test something (a theory or hypothesis)
Use qualitative research if you want to understand something (concepts, thoughts, experiences)
For most research topics you can choose a qualitative, quantitative or mixed methods approach. Which type
you choose depends on, among other things, whether you’re taking an inductive vs. deductive research
approach; your research question(s); whether you’re doing experimental, correlational, or descriptive
research; and practical considerations such as time, money, availability of data, and access to respondents.
Research question: How satisfied are students with their studies?
Quantitative research approach
You survey 300 students at your university and ask them questions such as: “on a scale from 1-5, how
satisfied are you with your professors?”
You can perform statistical analysis on the data and draw conclusions such as: “on average students rated
their professors 4.4”.
Qualitative research approach
You conduct in-depth interviews with 15 students and ask them open-ended questions such as: “How
satisfied are you with your studies?”, “What is the most positive aspect of your study program?” and “What
can be done to improve the study program?”
Based on the answers you get you can ask follow-up questions to clarify things. You transcribe all interviews
using transcription software and try to find commonalities and patterns.
Mixed methods approach
You conduct interviews to find out how satisfied students are with their studies. Through open-ended
questions you learn things you never thought about before and gain new insights. Later, you use a survey to
test these insights on a larger scale.

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Qualitative vs. quantitative research When collecting and analyzing data, quantitative research deals with numbers and statistics, while qualitative research deals with words and meanings. Both are important for gaining different kinds of knowledge. Quantitative research is expressed in numbers and graphs. It is used to test or confirm theories and assumptions. This type of research can be used to establish generalizable facts about a topic. Common quantitative methods include experiments, structured observations (recorded as numbers), and surveys with closed-ended questions. Qualitative research is expressed in words. It is used to understand concepts, thoughts or experiences. This type of research enables you to gather in-depth insights on topics that are not well understood. Common qualitative methods include interviews with open-ended questions, participatory observations (described ...
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