Fundamentally, qualitative research deals with words and meanings, while quantitative research deals with numbers and statistics. Both these methodologies play a crucial role in extracting knowledge and insights.
Quantitative research uses structured approach to derive results or facts about a topic and is expressed in numerical figures. Methods used are experiments/pre-tests, observations and surveys with closed and open ended question. It is used to quantify attitudes, opinions, behaviours, and other defined variables, and to generalize results from a larger sample population.
Qualitative research uses an unstructured approach. This aims to gather in-depth insights from conversational methods discovering depth of knowledge and generating hypotheses. The results are expressed in words.
Methods include open-ended discussion, observations and exploring concepts.
|Qualitative Research||Quantitative Research|
|Opinions, Experience and observations||Numbers and Graphs|
|Smaller Sample Size||Larger Sample Size|
|Open-Ended Questions||Closed-Ended Questions|
|Non-Statistical, findings expressed in words||Statistical, findings expressed in numbers|
Quantitative and qualitative data can be collected using various methods. It is important to use a survey programming strategy with a data collection method that will help answer your research question(s).
Online Surveys: A structured way of collecting opinions from targeted and random survey participants, this can be done through Online, In-Person, over the phone.
Depth Interviews: An unstructured way of asking opinions. It’s done through real-time posing of questions, probing, asking open-ended questions and observations. This is done through TDIs (Telephonic Depth Interviews), IDIs (In-Depth Interviews), and WATI (Web Assisted Telephonic Interviews) etc…
Use quantitative research if you want to confirm or test something (Product Testing or customer satisfaction)
Use qualitative research if you want to understand something (product concept or customer experience)