Qualitative vs. Quantitative Research

3/5/2020 Qualitative vs.
Quantitative Research | Differences & Methods
 Table of contents
Qualitative vs. quantitative research
Date published April 12, 2019 by Raimo Streefkerk. Date updated: February 19, 2020
There are two approaches to collecting and analyzing data: qualitative research and
quantitative research. Quantitative research deals with numbers and statistics, while
qualitative research deals with words and meanings.
Each of these types of research has different objectives and methods, and both are important
for gaining different kinds of knowledge.
Quantitative research
Quantitative research is expressed in numbers and graphs. It is used to test or
confirm theories and assumptions. This type of research can be used to establish
generalizable facts about a topic.
Surveys, experimental research, observational research, content analysis
Qualitative research
Qualitative research is expressed in words. It is used to understand concepts,
thoughts or experiences. This type of research enables you to gather in-depth insights
on topics that are not well understood.
Interviews, focus groups, case studies, discourse analysis
https://www.scribbr.com/methodology/qualitative-quantitative-research/ 1/16
3/5/2020 Qualitative vs. Quantitative Research | Differences & Methods
Quantitative vs. Qualitative Research: The Difference…

Difference…
The di erences between quantitative and qualitative

research
Quantitative and qualitative research use different research methods to collect and analyze
data, and they allow you to answer different kinds of research questions.
Quantitative research Qualitative Research
Focuses on testing theories and hypotheses Focuses on exploring ideas and formulating a
theory or hypothesis
Is analyzed through math and statistical Is analyzed by summarizing, categorizing and

analysis interpreting
Mainly expressed in numbers, graphs and Mainly expressed in words

tables
Requires many respondents Requires few respondents
Quantitative research Qualitative Research

Closed (multiple choice) questions Open-ended questions
Key terms are: testing, measurement, Key terms are: understanding, context, complexity,
objectivity, replicability subjectivity
Qualitative vs. quantitative research
Data collection methods

Quantitative and qualitative data can be collected using various methods. It is important to
use a data collection method that will help answer your research question(s).
Quantitative data collection methods

Surveys: List of closed or multiple choice questions that is distributed to a sample
(online, in person, or over the phone).
Experiments: Situation in which variables are controlled and manipulated to establish
cause-and-effect relationships.
Observations: Observing people in a natural environment where variables can’t be
controlled.
Content analysis: Systematically recording the presence of certain words or themes in a
set of texts to analyze communication patterns.
Qualitative data collection methods

Interviews: Asking open-ended questions verbally to respondents.
Focus groups: Discussion among a group of people about a topic to gather opinions
that can be used for further research.
Case studies: In-depth study about a person, group, event or organization.
Literature review: Survey of published works by other authors.
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When to use qualitative vs. quantitative research

A rule of thumb for deciding whether to use qualitative or quantitative data is:
Use quantitative research if you want to confirm or test something (a theory or

hypothesis)
Use qualitative research if you want to understand something (concepts, thoughts,
experiences)
For most research topics you can choose a qualitative, quantitative or mixed methods
approach. Which type you choose depends on, among other things, whether you’re taking an
inductive vs. deductive research approach; your research question(s); whether you’re doing
experimental, correlational, or descriptive research; and practical considerations such as time,
money, availability of data, and access to respondents.
Research question
How satisfied are students with their studies?
Quantitative research approach

You survey 300 students at your university and ask them questions such as: “on a scale from
1-5, how satisfied are your with your professors?”
You can perform statistical analysis on the data and draw conclusions such as: “on average
students rated their professors 4.4”.
Qualitative research approach
You conduct in-depth interviews with 15 students and ask them open-ended questions such
as: “How satisfied
 Table are you with your studies?”, “What is the most positive aspect of your study
of contents
program?” and “What can be done to improve the study program?”
Based on the answers you get you can ask follow-up questions to clarify things. You transcribe
all interviews using transcription software and try to find commonalities and patterns.
Mixed methods approach

You conduct interviews to find out how satisfied students are with their studies. Through
open-ended questions you learn things you never thought about before and gain new
insights. Later, you use a survey to test these insights on a larger scale.
It’s also possible to start with a survey to find out the overall trends, followed by interviews to
better understand the reasons behind the trends.
How to analyze qualitative and quantitative data

Qualitative or quantitative data by itself can’t prove or demonstrate anything, but has to be
analyzed to show its meaning in relation to the research questions. The method of analysis
differs for each type of data.
Analyzing quantitative data

Quantitative data is based on numbers. Simple math or more advanced statistical analysis is
used to discover commonalities or patterns in the data. The results are often reported in
graphs and tables.
Applications such as Excel, SPSS, or R can be used to calculate things like:
 Average scores
 The number of times a particular answer was given
 The correlation or causation between two or more variables
 The reliability and validity of the results
Analyzing qualitative data

Qualitative data is more difficult to analyze than quantitative data. It consists of text, images
or videos instead of numbers.
Some common approaches to analyzing qualitative data include:

Qualitative content analysis: Tracking the occurrence, position and meaning of words or
phrases
Thematic analysis: Closely examining the data to identify the main themes and patterns
Discourse analysis: Studying how communication works in social contexts
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31 comments
Itangishatse Jafet · February 19, 2020 at 12:00 PM
This is interesting
Reply
Joshua · February 17, 2020 at 2:22 PM
Insightful
Reply
Olufemi
 TableIgeof· contents
February 9, 2020 at 9:28 PM
Yes, I agree with everyone that the article is very educative and helpful. The
explanation is given with easy-to-understand language. Super! Super!! Super!!!
Thank you veeeeerrrryyy muchh!!
Reply
Joe · February 6, 2020 at 11:31 AM
Satisfying
Reply
Manshi agarwal · January 28, 2020 at 4:17 AM
Article is too gud give full information
Reply
winifred atutor · January 27, 2020 at 5:28 PM
it was very simply explained and very insightful.
Reply
 OKELLO contents · February 20, 2020 at 5:52 PM

Table ofROGGERS
You are right Winny
Reply
George Acquah · January 18, 2020 at 1:37 PM
Extremely helpful article. In terms of analysis which is the best software or app you
would recommend currently
Reply
John Steele · January 13, 2020 at 7:40 PM
Hey there, great resource, thanks for your deep insights!
My team created a handy infographic to help keep these concepts straight. Thought
people may be interested. You can find it here: https://resources.pollfish.com/market-
research/the-difference-between-quantitative-and-qualitative-research/
Reply
zaina · January 10, 2020 at 10:10 AM
gratitude
Reply
Qudratullah · January 8, 2020 at 7:23 AM
Thanks a lot.
Most useful information.
Reply
Mpalala Nelson · December 30, 2019 at 6:12 AM
The article is very readable and presented in a way that it gives key points directly..... I
love it.
Reply
Keats.Ailsa · December 27, 2019 at 6:48 AM
Failure is due to the neglect of fineness, and success begins with the importance of
small things
Reply
Jessy · December 17, 2019 at 7:36 PM
Thank you so much, very helpful article.
Reply
Nephan · December 7, 2019 at 2:20 AM
Great insight , thanks
Reply
pina erika · December 4, 2019 at 7:04 AM
was of great help, thank you
Reply
marilyn c. soriao · November 23, 2019 at 4:04 AM
very good.. thank you. clear and concise.
Reply
Vivian Annan · November 7, 2019 at 1:14 PM
Thank you, the information was helpful.
Reply
 Table· of
Manusiu November
contents 1, 2019 at 5:20 PM
Thank you for your article, very helpful.
Reply
Elizabeth · October 28, 2019 at 2:58 PM
Thank you so much. Your article was and it will still be helpful in future.
Reply
tha · October 26, 2019 at 6:31 PM
thank you
Reply
Mathias Anyanwu · October 18, 2019 at 5:18 PM
Thanks a lot for this article. It really guided me on what step to take when conducting
research.
Reply
ThabetAL
 TableMasri MD · October 16, 2019 at 10:26 PM
of contents
I really don't know how to thank you, research turned out easy to me after reading
your article. really many thanks
Reply
John · October 3, 2019 at 10:10 AM
What kind of SAMPLING METHOD is used in QUANTITATIVE RESEARCH?
Reply
Shona McCombes (Scribbr-team) · October 7, 2019 at 12:37 PM
Hi John! Probability sampling is the best choice for quantitative research.

Within this type, there are several methods to choose from. You can learn
more in our quick guide to sampling.
Reply
kamata · October 3, 2019 at 9:26 AM
Well explained.
Reply
Rossana
 Table· October 1, 2019 at 4:30 PM
of contents
Thank you very much! Very nice and helpful article!
Reply
ዳዊት አሰፋ Dawit Assefa · September 26, 2019 at 3:32 PM
It gives me clear idea on the topic. Thanks a lot for the presenting this issues.
Reply
Gull · September 21, 2019 at 9:52 PM
Owesome
Very much help ful in understanding research
Reply
Tahir · September 12, 2019 at 3:29 AM
Article is so good that im speechless.
Reply
Cátia · June 10, 2019 at 9:33 PM

Thank you for this amazing and helpful article!

Reply
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3/5/2020 Qualitative vs.

Quantitative Research | Differences & Methods

Surveys, experimental research, observational research, content analysis

Interviews, focus groups, case studies, discourse analysis

Quantitative vs. Qualitative Research: The Difference…

The di erences between quantitative and qualitative

Quantitative research Qualitative Research

Is analyzed through math and statistical Is analyzed by summarizing, categorizing and

Mainly expressed in numbers, graphs and Mainly expressed in words

Requires many respondents Requires few respondents

Quantitative research Qualitative Research

Qualitative vs. quantitative research

Data collection methods

Quantitative data collection methods

Qualitative data collection methods

What is your plagiarism score?

 In partnership with Turnitin

Scribbr Plagiarism Checker

When to use qualitative vs. quantitative research

Use quantitative research if you want to confirm or test something (a theory or

Quantitative research approach

Qualitative research approach

Mixed methods approach

How to analyze qualitative and quantitative data

Analyzing quantitative data

Applications such as Excel, SPSS, or R can be used to calculate things like:

Analyzing qualitative data

Some common approaches to analyzing qualitative data include:

Is this article helpful?

Other students also liked

Methodology of your dissertation

Choosing a dissertation topic

Itangishatse Jafet · February 19, 2020 at 12:00 PM

Joshua · February 17, 2020 at 2:22 PM

Thank you veeeeerrrryyy muchh!!

Joe · February 6, 2020 at 11:31 AM

Manshi agarwal · January 28, 2020 at 4:17 AM

Article is too gud give full information

winifred atutor · January 27, 2020 at 5:28 PM

it was very simply explained and very insightful.

 OKELLO contents · February 20, 2020 at 5:52 PM

You are right Winny

George Acquah · January 18, 2020 at 1:37 PM

John Steele · January 13, 2020 at 7:40 PM

Hey there, great resource, thanks for your deep insights!

zaina · January 10, 2020 at 10:10 AM

Qudratullah · January 8, 2020 at 7:23 AM

Mpalala Nelson · December 30, 2019 at 6:12 AM

Keats.Ailsa · December 27, 2019 at 6:48 AM

Jessy · December 17, 2019 at 7:36 PM

Thank you so much, very helpful article.

Nephan · December 7, 2019 at 2:20 AM

Great insight , thanks

pina erika · December 4, 2019 at 7:04 AM

was of great help, thank you

marilyn c. soriao · November 23, 2019 at 4:04 AM

very good.. thank you. clear and concise.

Vivian Annan · November 7, 2019 at 1:14 PM