The Difference Between Qualitative vs Quantitative Research Methods
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Research is the backbone of knowledge, helping us understand the world around us. Whether you are a college student, a professional, or simply a curious person, learning about different research methods can enhance your ability to gather and analyze information.
The difference between qualitative research and quantitative research is that qualitative research centers around subjective experiences, whereas quantitative research measures objective variables through numerical data.
We will explore both research methods in depth, highlighting their key differences, methodologies, and when combining methods might be the best approach.
What is Qualitative Research?
As defined above, qualitative research focuses on subjective experiences. This data helps researchers understand human behavior and the factors that influence that behavior.
According to Understanding Research Methods: An Overview of the Essentials, qualitative research takes an inductive approach, meaning the hypothesis for the study is developed after testing has been conducted. Also, instead of relying on numerical data, qualitative research is more exploratory, drawing on sources like interviews, video footage, and journal entries.
Qualitative research is used across a variety of disciplines, including medicine, psychology, anthropology, political science, and education.
Five Qualitative Research Methods:
Interviews: Structured or unstructured conversations (usually one-on-one) that provide deep insights into individual experiences and perspectives.
Focus Groups: Guided discussions with a group of people to explore their perceptions and opinions on a specific topic.
Observations: Watching subjects in their natural environment to gather context and descriptive data.
Qualitative Surveys: Using open-ended questions to gather information from participants, which can include their opinions, feedback, narratives, or attitudes.
Document Analysis: Looking at existing documents including texts, photographs, or historical records to get a better understanding of a cultural or historical context.
Qualitative research can be especially helpful when you want to study complex phenomena, or when existing theories do not adequately explain your subject matter. This form of research allows you to capture the depth and nuance of human experiences.
What is Quantitative Research?
Quantitative research centers around objective, numerical-based data. Instead of looking into the “how” or “why,” it offers explanations that can be measured mathematically.
According to Understanding Research Methods: An Overview of the Essentials, quantitative research takes a deductive approach. This means the hypothesis is set before testing begins, and subsequent data is used to prove or disprove that hypothesis.
Quantitative research is used across nearly all fields, including healthcare, business, economics, psychology, natural sciences, and political science.
Five Quantitative Research Methods:
Data Analysis: Using statistical tools to analyze numerical data collected through various means. Usually divided into two types: Descriptive statistics and inferential statistics.
Experiments: Controlled studies to test hypotheses by manipulating variables and observing outcomes.
Quantitative Surveys: Use closed-ended questions with defined response rates, such as yes/no, multiple choice, scales, etc.
Correlational: Examines the relationship between different variables without manipulating them, with the intention of identifying associations instead of causations.
Quasi-Experimental/Quasi-Comparative: Studies with multiple independent variables and multiple dependent variables determining what (if any) effect a variable can have.
Differences Between Qualitative and Quantitative Research
| Qualitative Research | Quantitative Research |
|---|---|
| Non-numerical: Words, interviews, observations, audio/video, historical records, etc. | Numerical: Statistics, percentages, numbers, etc. |
| Inductive approach: Hypothesis is generated as data is collected | Deductive approach: Hypothesis is set before testing, and data is used to prove or disprove it |
| Can visit subjects in their home or the field | Takes place in a controlled setting |
| Small sample size | Large sample size |
| Subjective | Objective |
| Conveys why, how, and when | Conveys what, how often, and how many |
| Not easily measured or observed | Measured precisely |
| Goes into a deeper understanding of the research topic | Produces hard data and useful decision-making information |
Deciding What Research Method to Use
Determining what research methods to use when designing a study is critical. Figuring out whether you should use quantitative or qualitative research methods depends on what you are hoping to measure. Here are some questions to ask yourself when deciding what research method to use:
Qualitative research questions to consider:
Am I trying to understand individual experiences, meanings, or interpretations?
Do I need to capture context, process, and/or change over time?
Am I trying to understand cultural or social influences?
If you answered yes to any of these questions, you probably want to use qualitative research methods.
Quantitative research questions to consider:
Am I testing a specific hypothesis or theory?
Do I need results that can be generalized to larger populations?
Am I measuring relationships between clearly defined variables?
If you answered yes to any of these questions, you probably want to use quantitative research.
But what if you answered yes to questions from both lists? You might want to consider taking a mixed methods research approach.
What is Mixed Methods Research?
According to the Office of Behavioral and Social Sciences Research, a mixed methods approach to research draws on qualitative and quantitative research methods. This helps maximize the strengths and minimize the weaknesses of the different methods. It might also be used when focusing on research questions that call for real-life contextual understandings, multi-level perspectives, and cultural influences.
Mixed methods research is not just simply collecting both quantitative and qualitative data; linking or combining both forms of data together at some point in the research process ensures that they are more valuable than either quantitative or qualitative data alone.
Basic Mixed Methods Reseach Designs
Convergent Parallel Design
Quantitative and qualitative data are collected at the same time and analyzed separately. At the very end of the study, they are combined to gain insights.
Explanatory Sequential Design
There are two phases in this research design: First, quantitative data is collected and analyzed. Next, there will be a qualitative exploration phase. The findings from quantitative research directly inform the development of the qualitative questions.
Exploratory Sequential Design
This research design is like explanatory sequential design, but with the phases flipped. First, qualitative data is collected and analyzed, and then quantitative data is collected based on the previous phase’s findings.
Understanding Different Research Methods
For anyone involved in academic or professional research, having a deep understanding of all the different research methods is crucial. Even so, familiarity with the differences between qualitative and quantitative research is just the beginning—there are a wide variety of approaches, methodologies, and theories to be aware of when designing and analyzing studies.
For researchers looking to dive deeper into these essential concepts, bestseller Understanding Research Methods: An Overview of the Essentials is a great resource and reference text. In it, authors Newhart and Patten cover the fundamentals that every student needs to kickstart their research.
Understanding Research Methods
In the eleventh edition of Understanding Research Methods: An Overview of the Essentials, Newhart and Patten leverage the principles of learning and content design to present the fundamentals students need to get started in research. Basics of quantitative and qualitative research are covered in short, independent topics and grouped into meaningful sections.
