Then you tear the observation apart looking for patterns before making a general hypothesis. However, quantitative research methods take a general approach with a hypothesis, then tests the theory to find data that either proves or disproves it. For instance, you theorize that heart disease is the leading cause of death in America, then work to prove or disprove that hypothesis.
Another huge difference between qualitative and quantitative research is compiling research data. For instance, after you have created your research project, you must decide the best method to collect data.
If you choose to use surveys or polls, then you are employing the quantitative method. A survey consists of creating a number of questions for people to answer. However, a qualitative method uses a variety of ways to collect data.
Therefore, you may interview experts, review documents, case studies, personal observations or conduct a focus group. This article attempts to provide a broader understanding of the difference between the two words.
A quantity is something that can be counted or measured. It can refer to almost anything such as height , weight , size, length, etc. There can only be one interpretation of it, not many as in the case of qualitative. Quantitative is something that can only be measured but cannot be experienced. Quantitative terms are used in scientific procedures that primarily involve objects.
Some of the words that are used in the description of anything quantitative are hot, cold, long, short, fast, slow, large, small, many, few, heavy, light, near, far and the like. A close look at the words mentioned above will make the difference between the two terms, namely, qualitative and quantitative very clear indeed.
This establishes the fact that quantitative terms are scientific in nature. This highlights the nature of quantitative. Now let us move on to qualitative. A quality is a property or an attribute that a person or an object possesses. More recently quantitative analysis has been modernized to sometimes include social media or email database segmentation and analysis.
Some could say user testing could even fall within this method. This allows a company to make more accurate decisions based to better meet the needs of its consumers as a whole.
Pros of Using Quantitative Research: Cons of Using Quantitative Research: Although two distinct research processes, quantitative and qualitative research is designed to work in tandem.
Qualitative research can be performed at the front end of a study, to explore the values that are going to be measured in the quantitative phase, OR it can be performed post-quantitative to identify underlying issues resulting from the quantitative portion. Whereas qualitative research provides researchers with a better understanding of why, quantitative research provides the what, or the hard data compiled from a robust sample that a marketer requires to validate or invalidate the critical actions that may or may not be taken.
Of the two, data collected through qualitative research is harder to define but in reality, it is not meant to be used for measurement purposes. Its emphasis is on understanding rather than providing measurement. Using quantitative and qualitative methods together, will provide the best understanding of your consumers, and therefore the best actions that should be taken with them.
What is Qualitative Research? How is Qualitative Data Collected? Such methods can include: Focus groups Individual interviews with shoppers Participation studies Observation studies The typical size of the collection pool in qualitative research tends to be smaller, with most researchers setting a quota of anywhere between 5 to 50, depending on the method.
So what is the difference between Qualitative Research and Quantitative Research? Qualitative Research It is used to gain an understanding of underlying reasons, opinions, and motivations.
Qualitative Methods Quantitative Methods Methods include focus groups, in-depth interviews, and reviews of documents for types of themes.
The differences between qualitative and quantitative research are provided can be drawn clearly on the following grounds: Qualitative research is a method of inquiry that develops understanding on human and social sciences, to find the way people think and feel. Research methodology can be significantly defined by choosing how the difference between qualitative and quantitative research will impact your studies. Being able to focus on the methodology will help define the terms of your research, and your execution in gathering data.
While quantitative research is based on numbers and mathematical calculations (aka quantitative data), qualitative research is based on written or spoken narratives (or qualitative data). Qualitative and quantitative research techniques are used in marketing, sociology, psychology, public health and various other disciplines. There’s a common misconception that one is ‘better’ than the other, however qualitative and quantitative research serve vastly different purposes. Read on to learn about what makes them different, how you can turn one into the other, and when you might use which method.