Differentiate between Qualitative and

Quantitative Research
-S.Sabharinath
Register number:2019614038
MIT CSE 1 year (2019)
BASIS FOR QUALITATIVE RESEARCH QUANTITATIVE RESEARCH
COMPARISON

Meaning Qualitative research is a Quantitative research is a

method of inquiry that
develops understanding on
human and social sciences, to
find the way people think and
feel.
research method that is used to
generate numerical data and
hard facts, by employing
statistical, logical and
mathematical technique.

Nature Holistic Particularistic

Approach Subjective Objective

Research type Exploratory Conclusive

Reasoning Inductive Deductive

Sampling Purposive Random

Data Verbal Measurable

Inquiry Process-oriented Result-oriented

Hypothesis Generated Tested

Elements of Words, pictures and objects Numerical data

analysis

Objective To explore and discover ideas To examine cause and effect

used in the ongoing relationship between variables.
processes.

Methods Non-structured techniques Structured techniques such as

like In-depth interviews, group surveys, questionnaires and
discussions etc. observations.

Is well suited Understanding the ​"how" or Studies where measurement is

to… "why"​ behind specific the primary objective
behaviors or attitudes

Audience Niche audiences​, because Mass market audiences​ –

quantitative research may not such as consumer markets or
 be possible small businesses

Based on Projects where the dynamics Where the ​structure of a

market of a market or market is known​ and research
decision-making process are respondents are familiar with
not well-understood the language that is used in
questions

Sample sizes Small numbers​ – Frequently Larger numbers​ – Survey

(number of fewer than 100 responses sample sizes are often in the
interviews, 100s or 1000s
observations
etc.)

Time taken Dependent on sample sizes, The fieldwork phase for quant
but simple qual studies can studies may take ​many weeks
be completed in ​days or just or months​ to complete
a few weeks

How the data is Data are presented Usually ​charts​, aggregated

reported thematically​, capturing the tables​ and other ​statistical
main "stories" behind the plots.
data. Individual responses in
the form of ​videos, quotes
and audio​ are often used to
demonstrate a specific theme.

Statistical tests No statistical tests Statistical tests are used for

analysis

Generalizable Less generalizable More generalizable

Response Unstructured or Fixed response options

options semi-structured response
options

Can be valid largely depends on skill and largely depends on the

and reliable rigor of the researcher measurement device or
instrument used

Time Time expenditure lighter on Time expenditure heavier on

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

Result Develops initial understanding Recommends final course of

action