What is the difference between qualitative and quantitative research methods

In the table below, we outline some of the typical characteristics of these different research methods: Characteristic Qualitative market research Quantitative market research Is well suited to… Understanding the "how" or "why" behind specific behaviors or attitudes Projects where the dynamics of a market or decision-making process are not well-understood Niche audiences, because quantitative research may not be possible The initial stages of a larger program of research — especially to further scope or refine the design of later phases of the project Studies where measurement is the primary objective Mass market audiences — such as consumer markets or small businesses Projects that require a high level of statistical confidence in the results Where the structure of a market is known and research respondents are familiar with the language that is used in questions Sample sizes number of interviews, observations etc.

Small numbers — Frequently fewer than responses Larger numbers — Survey sample sizes are often in the s or s Time taken Dependent on sample sizes, but simple qual studies can be completed in days or just a few weeks The fieldwork phase for quant studies may take many weeks or months to complete How the data is reported Data are presented thematically , capturing the main "stories" behind the data.

Individual responses in the form of videos, quotes and audio are often used to demonstrate a specific theme. Usually charts , aggregated tables and other statistical plots. How do I estimate a market size? How do you choose a sample in business-to-business markets?

How do you run a customer journey workshop? How long should a questionnaire be? How often should you measure the NPS? What are focus groups used for? What are telephone interviews? What are the benefits of focus groups? What are the different ways of segmenting b2b audiences? What is a cognitive map? What is a customer journey map? What is a focus group? What is a good NPS score?

What is a monadic test? What is a typical survey response rate? It provides insights into the problem or helps to develop ideas or hypotheses for potential quantitative research. Qualitative data collection methods vary, and usually rely on unstructured or semi-structured techniques. Common methods include:.

Using qualitative research methods, the sample size is typically small, and respondents are selected to fulfill a given quota. 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; they include:. For example: online surveys, paper surveys, mobile surveys, and kiosk surveys. For example: face-to-face interviews, telephone interviews, remote interviews. Qualitative data is not countable. You can turn qualitative data into structured quantitative data through analysis methods like. Quantitative data can help to give you more confidence about a trend, and allow you to derive numerical facts.

Quantitative Methods. Methods include focus groups, in-depth interviews, and reviews of documents for types of themes. Primarily inductive process used to formulate theory or hypotheses. Primarily deductive process used to test pre-specified concepts, constructs, and hypotheses that make up a theory. The results of qualitative methods provide a deep understandings of how people perceive their social realities, and in consequence, how they act within the social world.

The researcher has several methods for collecting empirical materials, ranging from the interview to direct observation, to the analysis of artifacts, documents, and cultural records, to the use of visual materials or personal experience. A good example of a qualitative research method would be unstructured interviews which generate qualitative data through the use of open questions.

This allows the respondent to talk in some depth, choosing their own words. Notice that qualitative data could be much more than just words or text.

Photographs, videos, sound recordings and so on, can be considered qualitative data. Qualitative research is endlessly creative and interpretive. The researcher does not just leave the field with mountains of empirical data and then easily write up his or her findings. Because of the time and costs involved, qualitative designs do not generally draw samples from large-scale data sets.

The problem of adequate validity or reliability is a major criticism. Because of the subjective nature of qualitative data and its origin in single contexts, it is difficult to apply conventional standards of reliability and validity.

For example, because of the central role played by the researcher in the generation of data, it is not possible to replicate qualitative studies. Also, contexts, situations, events, conditions, and interactions cannot be replicated to any extent nor can generalizations be made to a wider context than the one studied with any confidence.

The time required for data collection, analysis and interpretation are lengthy. Analysis of qualitative data is difficult and expert knowledge of an area is necessary to try to interpret qualitative data, and great care must be taken when doing so, for example, if looking for symptoms of mental illness.

Because of close researcher involvement, the researcher gains an insider's view of the field. This allows the researcher to find issues that are often missed such as subtleties and complexities by the scientific, more positivistic inquiries. Qualitative descriptions can play the important role of suggesting possible relationships, causes, effects and dynamic processes.

Qualitative research uses a descriptive, narrative style; this research might be of particular benefit to the practitioner as she or he could turn to qualitative reports in order to examine forms of knowledge that might otherwise be unavailable, thereby gaining new insight. Quantitative research involves the process of objectively collecting and analyzing numerical data to describe, predict, or control variables of interest.

Research is used to test a theory and ultimately support or reject it. Experiments typically yield quantitative data, as they are concerned with measuring things. However, other research methods, such as controlled observations and questionnaires can produce both quantitative information.

For example, a rating scale or closed questions on a questionnaire would generate quantitative data as these produce either numerical data or data that can be put into categories e. Experimental methods limit the possible ways in which a research participant can react to and express appropriate social behavior.