Many times those that undertake a research project often find they are not aware of the

differences between Qualitative Research and Quantitative Research methods. Many mistakenly
think the two terms can be used interchangeably.

So what is the difference between Qualitative Research and Quantitative Research?

Qualitative Research is primarily exploratory research. It is used to gain an understanding of

underlying reasons, opinions, and motivations. It provides insights into the problem or helps to
develop ideas or hypotheses for potential quantitative research. Qualitative Research is also used
to uncover trends in thought and opinions, and dive deeper into the problem. Qualitative data
collection methods vary using unstructured or semi-structured techniques. Some common
methods include focus groups (group discussions), individual interviews, and
participation/observations. The sample size is typically small, and respondents are selected to
fulfill a given quota.

Quantitative Research is used to quantify the problem by way of generating numerical data or
data that can be transformed into useable statistics. It is used to quantify attitudes, opinions,
behaviors, and other defined variables and generalize results from a larger sample population.
Quantitative Research uses measurable data to formulate facts and uncover patterns in research.
Quantitative data collection methods are much more structured than Qualitative data collection
methods. Quantitative data collection methods include various forms of surveys online surveys,
paper surveys, mobile surveys and kiosk surveys, face-to-face interviews, telephone interviews,
longitudinal studies, website interceptors, online polls, and systematic observations.

Snap Survey Software is the ideal survey platform and online research software where
structured techniques such as large numbers of respondents and descriptive findings are required.
Snap Survey Software has many robust features that will help your organization effectively
gather and analyze quantitative data.
 Differences Between Qualitative and Quantitative Research
Methods

Qualitative Methods Quantitative Methods

Methods include focus groups, in- Surveys, structured interviews &

depth interviews, and reviews of observations, and reviews of records
documents for types of themes or documents for numeric
information

Primarily inductive process used to Primarily deductive process used to

formulate theory or hypotheses test pre-specified concepts,
constructs, and hypotheses that
make up a theory

More subjective: describes a problem More objective: provides observed

or condition from the point of view of effects (interpreted by researchers)
those experiencing it of a program on a problem or
condition

Text-based Number-based

More in-depth information on a few Less in-depth but more breadth of

cases information across a large number of
cases

Unstructured or semi-structured Fixed response options

response options

No statistical tests Statistical tests are used for analysis

Can be valid and reliable: largely Can be valid and reliable: largely
depends on skill and rigor of the depends on the measurement device
researcher or instrument used

Time expenditure lighter on the Time expenditure heavier on the

planning end and heavier during the planning phase and lighter on the
analysis phase analysis phase

Less generalizable More generalizable