“Qualitative VS Quantitative: Choosing the right approach for your research” (2023)

Chatchaya Prayudrat: Taya

the 14th of March


read 6 minutes

Are you planning a research project or a dissertation and don't know which methodology to choose? This can be a daunting task, but don't worry, I've got you covered. In this blog I will examine the differences between qualitative and quantitative research methods and the types of data collection and analysis methods used in each.

“Qualitative VS Quantitative: Choosing the right approach for your research” (2)

Qualitative methodology: 🧠

Qualitative research is typically based on non-numerical data; It is a subjective approach to understanding human behavior, experiences and perspectives. It involves collecting data through methods such as interviews, observations and focus groups. The main goal is to gain a deep understanding of the subject under study, with the researcher interpreting the data and drawing conclusions based on their observations.

Types of data collection commonly used for qualitative research:🧠📝

  1. Interviews: In-depth interviews, including semi-structured and unstructured interviews, with individuals or groups can provide valuable insights into their experiences, beliefs, and perspectives.
  2. Observations: An observation of people or phenomena in their natural environment can provide information about behavior, interactions and social dynamics. The researcher must be able to remain objective and not influence the outcome of the observation.
  3. Focus Groups: A focus group is a moderated discussion with a group of participants who share similar characteristics or experiences. Focus groups can generate a variety of opinions and ideas on a specific topic.
  4. Case Studies: A case study involves an in-depth investigation of a specific person, group, or phenomenon. They can provide rich and detailed information on complex subjects. It involves collecting and analyzing data from various sources such as interviews, observations, documents and artifacts.
  5. Document analysis: An examination of documents such as text, photos, videos, and artifacts can provide insight into social, cultural, and historical contexts to identify patterns, themes, and meaning. It can be used to study verbal and non-verbal communication.
  6. Participatory Action Research: A collaboration between researchers and participants to address social issues or problems. This approach can result in more meaningful and impactful search results.
  7. Ethnography: An ethnography involves the long-term observation and study of a culture or social group through participatory observation, which requires building trust and understanding its values, beliefs, and practices. Qualitative data are collected through interviews, observations and artifacts.
  8. Visual Methods: A visual method such as photography, video, or visual arts can be used to collect and analyze visual data about social and cultural phenomena.

Data analysis method for qualitative research:🧠📊

Qualitative research uses a variety of data analysis methods to understand and interpret subjective experiences, social phenomena, and cultural practices. Some common methods of qualitative data analysis are: thematic analysis, content analysis, grounded theory, discourse analysis, ethnography, phenomenological analysis, narrative analysis, case study analysis, critical analysis, interpretative phenomenological analysis.

Quantitative methodology:💻

Quantitative research, on the other hand, is typically based on numerical data. It is an objective approach that focuses on numerical data and statistical analysis. It involves collecting data through surveys, questionnaires and experiments. The main goal is to identify patterns, establish relationships and establish cause and effect relationships between variables.

Commonly Used Types of Data Collection for Quantitative Research:💻📝

  1. Polls: A questionnaire-based approach used to collect data from a variety of people about their attitudes, opinions, behaviors, or characteristics. It can be used to identify patterns and trends.
  2. Experimentation: A method of manipulating one or more variables to observe the effect on an outcome of interest. Allows the establishment of cause-effect relationships.
  3. Observational Studies: A technique in which variables of interest are observed and measured without manipulating them. This approach is used to study natural phenomena and can be used to make associations.
  4. Secondary Data Analysis: A method that uses existing data sources collected by other researchers or organizations to answer research questions; it can be a cost-effective approach.
  5. Simulation: A model of a system or process in which variables are manipulated to see how they affect the outcome. Allows the investigation of complex systems in a controlled environment.
  6. Correlational research: A study involving a relationship between two or more variables. It allows identifying patterns and associations between variables, but does not establish causality.
  7. A/B Testing Results: involves comparing two versions of a product or service to determine which performs better. It allows factors affecting user behavior to be identified and can make decisions about product or service improvements.
  8. NPS Scores: A study asks customers to rate their likelihood of recommending a product or service to others. It enables the evaluation of customer satisfaction and can make decisions to improve the customer experience.
  9. Usage reports: An analysis of data about how users interact with a product or service, e.g. B. Website analytics or mobile app usage data. It enables the evaluation of user behavior and can make decisions about product or service improvements.
  10. Market Research: Gathering data about consumer behavior, preferences and market trends. Allows the identification of potential customers and market opportunities as well as the evaluation of the competition.
  11. Metrics: A quantitative measure used to evaluate performance, e.g. B. Sales revenue or website traffic. It allows evaluating the success of a product or service and can make decisions about improvements.
  12. Systematic Reviews: A comprehensive and structured approach to literature review to identify relevant studies and summarize their findings. It allows identifying patterns and trends in studies and can inform decisions about future research directions.
  13. Case Studies: An in-depth study of a specific person, group, or phenomenon involves the collection of numerical data. They can provide rich and detailed information on complex subjects.
  14. Meta-analysis: A technique that combines and analyzes data from multiple studies to identify patterns and draw conclusions.

Data analysis method for quantitative research:💻📊

Statistical analysis is a common method in quantitative research. It uses statistical software to analyze data collected through surveys or experiments. It allows the researcher to identify patterns, trends and relationships between variables. Some common methods for analyzing quantitative data are: regression analysis, factor analysis, cluster analysis, time series analysis, ANOVA (analysis of variance), t-tests, chi-square tests, correlation analysis, and structural equation modeling (WITHOUT).

Mixed methods:🧠+💻

Mixed methods research is an approach that combines quantitative and qualitative methods to provide a comprehensive understanding of a research topic. This method enables data triangulation, which leads to a more precise and in-depth analysis of the research question. Quantitative data provides statistical analysis, while qualitative data provides contextual information and personal experiences. Mixed methods research is particularly useful for complex research questions that require a more nuanced understanding. The combination of both methods can also help validate the results as the results can be cross-referenced with both types of data, increasing the validity and reliability of the research results and allowing for a more comprehensive understanding of the research topic.


It's important to remember thatqualitative Data collection does not require a hypothesis as it starts with itexplorea subject rather than testing an existing theory. On the other hand,CrowdData collection begins withinvestigatea subject and requires that a hypothesis be formulated and tested. For clarification, the use of a hypothesis inmixed methodsThe survey may vary depending on the question and survey design. A mixed methods study can begin with aHypothesis or research questionand then use both quantitative and qualitative data collection methods to examine and test them. Alternatively, a mixed methods study may begin with an exploratory phase, collecting qualitative data to generate a hypothesis or research question, followed by a quantitative phase to test the hypothesis or answer the research question. The decision to use a hypothesis depends on the specific research question and study design.

In summary, the choice between qualitative and quantitative research methods depends on the research question, the data needed to answer it, and the resources available. While qualitative research allows for a deep understanding of human behavior and experience, quantitative research allows for the establishment of cause-and-effect relationships. Both methods have their strengths and limitations, and the choice ultimately depends on the research question and the purpose of the study.

Contact: tayastudio.io@gmail.com


  1. Creswell, JW (2013). Research design: qualitative, quantitative and mixed methods approaches. way publications.
  2. Denzin, N.K., & Lincoln, Y.S. (2011). The SAGE Handbook of Qualitative Research. way publications.
  3. Bryan, A (2016). methods of social research. Oxford University Press.
  4. Flick, U. (2014). An introduction to qualitative research. way publications.
  5. Miles, M.B., Huberman, A.M., & Saldana, J. (2013). Qualitative data analysis: a method manual. way publications.
  6. Bryman, A., & Bell, E. (2015). methods of economic research. Oxford University Press.
  7. Creswell, J.W., & Plano Clark, V.L. (2017). Conception and implementation of mixed methods research. way publications.
  8. Patton, MQ (2014). Qualitative research and evaluation methods: integration of theory and practice. way publications.
  9. Silverman, D. (2016). qualitative research. way publications.
  10. Babe, E. (2016). The practice of social research. cengage learning.
Top Articles
Latest Posts
Article information

Author: Zonia Mosciski DO

Last Updated: 03/23/2023

Views: 5725

Rating: 4 / 5 (71 voted)

Reviews: 86% of readers found this page helpful

Author information

Name: Zonia Mosciski DO

Birthday: 1996-05-16

Address: Suite 228 919 Deana Ford, Lake Meridithberg, NE 60017-4257

Phone: +2613987384138

Job: Chief Retail Officer

Hobby: Tai chi, Dowsing, Poi, Letterboxing, Watching movies, Video gaming, Singing

Introduction: My name is Zonia Mosciski DO, I am a enchanting, joyous, lovely, successful, hilarious, tender, outstanding person who loves writing and wants to share my knowledge and understanding with you.