Qualitative vs. quantitative research: understanding the differences

Research Methodologies
Written By Mallory Evans

Qualitative and quantitative research are two distinct approaches to conducting research. Each has its own strengths and weaknesses and is best suited for different types of research questions.

Qualitative Research

Qualitative research is a type of research that focuses on understanding the subjective experiences and perspectives of individuals. It is often used to explore complex social phenomena or to gain insights into the motivations and beliefs of people.

Characteristics of Qualitative Research

  • Subjective: Qualitative research is subjective because it seeks to understand the individual's perspective.

  • Interpretive: Qualitative research is interpretive because the researcher must interpret the data to make sense of it.

  • Inductive: Qualitative research is inductive because it is based on the researcher's observations and interpretations.

  • Exploratory: Qualitative research is exploratory because it is used to explore new areas of inquiry.

Examples of Qualitative Research

  • A study of the experiences of people living with a chronic illness

  • An exploration of the motivations of people who volunteer their time

  • An analysis of the discourse surrounding a controversial topic

Quantitative Research

Quantitative research is a type of research that focuses on collecting and analyzing numerical data. It is often used to test hypotheses or to make predictions about a population.

Characteristics of Quantitative Research

  • Objective: Quantitative research is objective because it is based on numerical data.

  • Scientific: Quantitative research is scientific because it follows the scientific method.

  • Deductive: Quantitative research is deductive because it is based on a hypothesis that is tested.

  • Confirmatory: Quantitative research is confirmatory because it is used to confirm or disconfirm a hypothesis.

Examples of Quantitative Research

  • A study of the effectiveness of a new drug

  • An analysis of the relationship between income and education

  • A survey of people's opinions on a political issue

Mallory Evans
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