Qualitative Research and Quantitative Research

Qualitative Research is primarily exploratory research. It is used to gain an understanding of underlying reasons, option, 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 undercover 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 fulfil a given quota.

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, behaviours, and other defined variables-and generalise result from a larger sample population. Quantitative Research uses measurable data to formulate facts and uncover patterns in research. Quantitative data collection methods. Quantitative data collection methods include various forms of surveys - online surveys and paper surveys or face to face interviews.