Qualitative and Quantitative Research
Qualitative
Research
Qualitative Research is primarily exploratory
research. It is used to gain an understanding of underlying reasons, opinions,
and motivations. It provides insights into the problem or helps to develop
ideas or hypotheses for potential quantitative research. Qualitative Research
is also used to uncover trends in thought and opinions, and dive deeper into
the problem. Qualitative data collection methods vary using unstructured or
semi-structured techniques. Some common methods include focus groups (group
discussions), individual interviews, and participation/observations. The sample
size is typically small, and respondents are selected to fulfill a given quota.
Quantitative
Research
Quantitative Research is used to quantify the
problem by way of generating numerical data or data that can be transformed
into usable statistics. It is used to quantify attitudes, opinions, behaviors,
and other defined variables – and generalize results from a larger sample
population. Quantitative Research uses measurable data to formulate facts and
uncover patterns in research. Quantitative data collection methods are much
more structured than Qualitative data collection methods. Quantitative data
collection methods include various forms of surveys – online surveys, paper surveys, mobile surveys and kiosk surveys,
face-to-face interviews, telephone interviews, longitudinal studies, website
interceptors, online polls, and systematic observations.
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