Quantitative and qualitative research use different tools to collect and analyze data, and they allow you to answer different kinds of research questions.
|Presented in words
|Expressed in numbers and graphs
|Uses both qualitative and quantitative data as highly complementary objects
|It is used to understand concepts, thoughts or experiences.
|It is used to test or confirm theories and assumptions.
|Attempts to bring qualitative and quantitative research together to answer questions
|Enables you to assemble in-depth insights on topics that are not well understood
|Can be used to establish generalizable facts about a topic
|Uses qualitative approach to explore a situation and develop a set of hypotheses; uses quantitative approach
|Common qualitative methods include interviews with open-ended questions, observations described in words, and literature reviews that explore concepts and theories.
|Common quantitative methods include experiments, observations recorded as numbers, and surveys with closed-ended questions.
|Common mixed methods include interviews, open-ended questions, surveys
Qualitative data collection methods include interviews, focus groups, ethnography, and literature reviews.
Uses a combination of data collection methods
Use qualitative research if you want to understand something (concepts, thoughts, experiences).
Use quantitative research if you want to confirm or test something (a theory or hypothesis).
|Uses a quantitative approach to get a look at the bigger picture ("the What") and qualitative approach to learn about the underlying reasons ("the Why")