Qualitative vs. Quantitative Research: A Comparison
Qualitative Research focuses on exploring and understanding meaning, experiences, and perspectives, often in a natural setting. It uses non-numerical data like words, images, and observations to answer questions about "why" and "how".
Quantitative Research focuses on measuring and testing hypotheses, often in a controlled setting. It uses numerical data like statistics and surveys to answer questions about "how much" and "to what extent".
Here's a table summarizing the key differences:
| Feature | Qualitative Research | Quantitative Research |
|---|---|---|
| Purpose | Explore, understand, interpret | Measure, test, quantify |
| Data Type | Non-numerical (words, images, observations) | Numerical (numbers, statistics) |
| Methods | Interviews, focus groups, observations, case studies | Surveys, experiments, statistical analysis |
| Data Analysis | Interpretation, thematic analysis | Statistical analysis, data visualization |
| Sample Size | Small, purposive | Large, random |
| Generalizability | Limited | High |
| Researcher Role | Active, involved | Objective, detached |
| Focus | In-depth understanding of specific cases | Generalizable patterns and relationships |
| Examples | Exploring consumer experiences with a new product, analyzing the social impact of a policy | Testing the effectiveness of a new drug, measuring customer satisfaction |
When to use which type:
* Qualitative research is best suited for exploring complex issues, understanding individual experiences, and generating hypotheses.
* Quantitative research is best suited for testing hypotheses, measuring relationships, and making generalizations about a population.
In many cases, combining qualitative and quantitative research methods can provide a richer and more comprehensive understanding of a phenomenon. This is known as mixed methods research.