Quantitative Vs Qualitative Research

Quantitative and Qualitative Research

There are two distinct types of research designs based on the method of data collection—qualitative and quantitative. While both provide an analysis of data, they differ in their approach, the type of data and interpretation of the data they collect. Quantitative studies rely on numerical or measurable data. In contrast, qualitative studies rely on personal accounts or documents that illustrate in detail how people think or respond within society. [1] [2]


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. [1]

Following are the key characteristics of qualitative research:

• Quantitative research is used to test or confirm a hypothesis. It seeks to confirm a hypothesis about a phenomenon- How many?

• Data is in the form of numbers and statistical results.

• Highly structured methods- Data is gathered through the use of tools, equipment and questionnaire etc.

• Research design is highly structured and laid out in advance.

• Data collected is objective and can be quantified, analyzed and measured.


Qualitative Research


Qualitative research involves collecting and analyzing non-numerical data (e.g., text, video, or audio) to understand concepts, opinions, or experiences. It can be used to gather in-depth insights into a problem or generate new ideas for research.

Qualitative research is the opposite of quantitative research, which involves collecting and analyzing numerical data for statistical analysis.

Qualitative research is commonly used in the humanities and social sciences, in subjects such as anthropology, sociology, education, health sciences, history, etc. [1][2]


Following are the key characteristics of qualitative research:

• Qualitative research is used to formulate a hypothesis. It seeks to explore, explain and understand a phenomenon-What, why?

• Data provided as a narrative, picture or objects.

• Methods are less structured-Data gathered through interviews, observations, content analysis etc.

• The attempt is to capture the subject’s perspective in a naturally occurring environment.

• Research design has flexibility-it can evolve and change as the study develops.

• Results are presented subjectively-may reveal biases, values or experiences that impacts how results are interpreted

Quantitative data collection methods [1]

  • 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 different types of variables are controlled and manipulated to establish cause-and-effect relationships.

  • Observations: Observing subjects in a natural environment where variables can’t be controlled.

Qualitative data collection methods [1]

  • 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.

  • Ethnography: Participating in a community or organization for an extended period of time to closely observe culture and behavior.

  • Literature review: Survey of published works by other authors.


[1] Qualitative vs. Quantitative Research | Differences, Examples & Methods (scribbr.com)

[2] From Portney L and Watkins M, Foundations of Clinical Research: Applications to Practice, 2nd Edition, Pages12-15