DIFFERENCE BETWEEN

QUALITATIVE AND
QUANTITATIVE
RESEARCH
 QUALITATIVE QUANTITATIVE
RESEARCH RESEARCH
DEFINITION primarily exploratory used to quantify the problem
research. It is used to by way of generating
gain an numerical data or data that
understanding of can be transformed into
underlying reasons, usable statistics.
opinions, and
motivations
METHODS focus groups (group include various forms of
discussions), surveys – online surveys,
individual interviews, paper surveys, mobile surveys
and and kiosk surveys, face-to-
participation/observat face interviews, telephone
ions. interviews, longitudinal
studies, website interceptors,
online polls, and systematic
observations.
PROCESS primarily inductive Primarily deductive process
process used to
formulate theory or
hypotheses
PERSPECTIVE More subjective More objective
BASIS Text-based Number-based
Unstructured or Fixed response
semi-structured options
response options
TESTS No statistical tests Statistical tests are
used for analysis
Time expenditure lighter on the heavier on the
planning end and planning phase and
heavier during the lighter on the
analysis phase analysis phase
 EXAMPLE
 Imagine you’re looking down on a city from a
helicopter at 5,000 feet. From here, you count all
of the vehicles on a particular road, and conclude
that 60% of vehicles are cars, 30% are trucks, and
the rest are motorbikes. This would be a
quantitative fact. If you then landed on the
ground and interviewed some motorbike riders
about their thoughts on truck drivers, the notes
or recording of those interviews would be
qualitative data.
 EXAMPLES OF QUALITATIVE AND
QUNATITATIVE RESEARCH
AREAS OF QUALITATIVE QUANTITATIVE
DISCIPLINE
Medicine Dengue prevention Studies to develop fo
HIV
Arts Stories behind the Search for a good paint
different artworks and and painting material
different painter
Sports Common characteristics Development of a
of children into and not lightweight material to
into sports be used as volleyball
Music or Psychology Characterization of Effects of music on
different behaviors of behavior of children
children listening to a
particular music genre
Business Behavioral traits of Relationship between
products patron ins the expenditures in
last 10 years advertisement and sales
HISTORY Apolinario Mabini: Statistical profiles of
the sublime paralytic a population for the
past 20 years
Agriculture Health benefits of Effects of organic
organically grown fertilizer in vegetable
vegetable to elderly. production and sales.
Fisheries Fishermen’s adjustment Environmental factors
mechanisms to the El affecting the amount of
Nino phenomenon fish catch in kilograms