Both quantitative and qualitative research uses a separate set of research methods to gather and analyze data, enabling you to answer a variety of research questions.
Here‘s a summary of the major differences between the two.
Quantitative research
- Emphasizes on testing hypotheses and theories
- Data is analyzed through statistical and mathematical analysis
- Results are typically expressed in the form of tables, numbers or graphs
- It needs a number of respondents
- Surveys comprise of closed, multiple-choice questions
Qualitative research
- Emphasizes on exploring ideas and devising theory or hypothesis
- Data is analyzed through classifying, categorizing and interpretation
- Results are typically expressed in words
- It requires relatively fewer respondents
- Surveys mostly comprise of open-ended questions
Methods of collecting data
According to Researchgate, there are a variety of ways in which we can collect data, such as the collection of primary data, interviews, and other methods. Both quantitative and qualitative data can be gathered using a number, or selection of, these different methods.
But of all these data collecting options available, it’s important to use a data collection method that would help justify your research solutions.
Quantitative – methods of data collection
Surveys: Often entailing a list of multiple-choice or closed questions that are distributed to a sample population. This can be done either online or in person, but often in a controlled environment to reduce variables in the data.
Experiments: a scenario in which variables are controlled, to develop cause-and-effect relationships with as few anomalies as possible.
Observations: The act of observing the phenomenon understudy in a natural environment where the variables can’t be controlled.
Content analysis: Consistently registering the presence of particular themes or words in a set of texts in order to analyze communication schematics.
Qualitative – methods of data collection
Interviews: Verbally asking a variety of open-ended questions to a group of respondents. Environments are normally more informal to elicit a more natural response.
Focus groups: Conducting a debate between a group of people regarding a certain topic to gather ideas that can be used for further research.
Ethnography: Living within an organization or a community for a significant period of time so as to keenly observe culture and behavior.
Case studies: Thorough study regarding a group, person, organization, or event.
Literature review: Studying published works by reputed authors. Adding to theories, and/or offering alternative hypothesis.
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