Qualitative vs Quantitative Research | Simply Psychology (2022)

By Dr. Saul McLeod, updated 2019

Qualitative vs Quantitative Research

Qualitative vs Quantitative Research

Qualitative Research | Quantitative Research

There exists a fundamental distinction between two types of data:

Quantitative data is information about quantities, and therefore numbers, and qualitative data is descriptive, and regards phenomenon which can be observed but not measured, such as language.

Qualitative vs Quantitative Research | Simply Psychology (1)

What Is Qualitative Research?

Qualitative research is the process of collecting, analyzing, and interpreting non-numerical data, such as language. Qualitative research can be used to understand how an individual subjectively perceives and gives meaning to their social reality.

Qualitative data is defined as non-numerical data, such as text, video, photographs or audio recordings. This type of data can becollected usingdiary accounts or in-depth interviews, and analyzed using grounded theory or thematic analysis.

Qualitative research is multimethod in focus, involving an interpretive, naturalistic approach to its subject matter. This means that qualitative researchers study things in their natural settings, attempting to make sense of, or interpret, phenomena in terms of the meanings people bring to them.

An interest in qualitative data came about as the result of the dissatisfaction of some psychologists (e.g., Carl Rogers) with the scientific study of psychologists such as the behaviorists (e.g., Skinner).

Since psychologists study people, the traditional approach to science is not seen as an appropriate way of carrying out research, since it fails to capture the totality of human experience and the essence of what it is to be human. Exploring the experience of participants is known as a phenomenological approach (re: Humanism).

The aim of qualitative research is to understand the social reality of individuals, groups and cultures as nearly as possible as its participants feel it or live it. Thus, people and groups, are studied in their natural setting.

Research following a qualitative approach is exploratory and seeks to explain ‘how’ and‘why’ a particular phenomenon, or behavior, operates as it does in a particular context. It can be used to generate hypotheses and theory from the data.

Methods (used to obtain qualitative data)

There are different types of qualitative research methods including diary accounts, in-depth interviews, documents, focus groups, case study research, and ethnography.

(Video) Qualitative and Quantitative Research

The results of qualitative methods provide a deep understandings of how people perceive their social realities, and in consequence, how they act within the social world.

The researcher has several methods for collecting empirical materials, ranging from the interview to direct observation, to the analysis of artifacts, documents, and cultural records, to the use of visual materials or personal experience.

A good example of a qualitative research method would be unstructured interviews which generate qualitative data through the use of open questions. This allows the respondent to talk in some depth, choosing their own words. This helps the researcher develop a real sense of a person’s understanding of a situation.

Notice that qualitative data could be much more than justwords or text. Photographs, videos, sound recordings and so on, can be consideredqualitative data.

Qualitative Data Analysis

Qualitative research is endlessly creative and interpretive. The researcher does notjust leave the field with mountains of empirical data and then easily write up hisor her findings.

Qualitative interpretations are constructed, and various techniques can be used to make sense of the data, such ascontent analysis, grounded theory (Glaser & Strauss, 1967), thematic analysis (Braun & Clarke, 2006) or discourse analysis.

For example, thematic analysis is a qualitative approach that involves identifying implicit or explicitideas within the data. Themes will often emerge once the data has been coded.

Qualitative vs Quantitative Research | Simply Psychology (2)

Qualitative vs Quantitative Research | Simply Psychology (3)

Key Features

Events can be understood adequately only if they are seen in context. Therefore, a qualitative researcher immerses her/himself in the field, in natural surroundings. The contexts of inquiry are not contrived; they are natural. Nothing is predefined or taken for granted.

Qualitative researchers want those who are studied to speak for themselves, to provide their perspectives in words and other actions. Therefore, qualitative research is an interactive process in which the persons studied teach the researcher about their lives.

The qualitative researcher is an integral part of the data, without the active participation of the researcher, no data exists.

The design of the study evolves during the research, and can be adjusted or changed as it progresses.

For the qualitative researcher, there is no single reality, it is subjective and exist only in reference to the observer.

Theory is data driven, and emerges as part of the research process, evolving from the data as they are collected.

(Video) Qualitative Vs Quantitative - Understanding Qualitative and Quantitative Research

Limitations of Qualitative Research

Because of the time and costs involved, qualitative designs do not generally draw samples from large-scale data sets.

The problem of adequate validity or reliability is a major criticism. Because of the subjective nature of qualitative data and its origin in single contexts, it is difficult to apply conventional standards of reliability and validity.

For example, because of the central role played by the researcher in the generation of data, it is not possible to replicate qualitative studies. Also, contexts, situations, events, conditions, and interactions cannot be replicated to any extent nor can generalizations be made to a wider context than the one studied with any confidence

The time required for data collection, analysis and interpretation are lengthy. Analysis of qualitative data is difficult and expert knowledge of an area is necessary to try to interpret qualitative data, and great care must be taken when doing so, for example, if looking for symptoms of mental illness.

Advantages of Qualitative research

Because of close researcher involvement, the researcher gains an insider's view of the field. This allows the researcher to find issues that are often missed (such as subtleties and complexities) by the scientific, more positivistic inquiries.

Qualitative descriptions can play the important role of suggesting possible relationships, causes, effects and dynamic processes.

Qualitative analysis allows for ambiguities/contradictions in the data, which are a reflection of social reality (Denscombe, 2010).

Qualitative research uses a descriptive, narrative style; this research might be of particular benefit to the practitioner as she or he could turn to qualitative reports in order to examine forms of knowledge that might otherwise be unavailable, thereby gaining new insight.

What Is Quantitative Research?

Quantitative research involves the process of objectively collecting and analyzing numerical data to describe, predict, or control variables of interest.

The goals of quantitative research are to test causal relationships between variables, make predictions, and generalize results to wider populations.

Quantitative researchers aim to establish general laws of behavior and phenonomon across different settings/contexts. Research is used to test a theory and ultimately support or reject it.

Methods (used to obtain quantitative data)

Experiments typically yield quantitative data, as they are concerned with measuring things. However, other research methods, such as controlled observations and questionnaires can produce both quantitative information.

For example, a rating scale or closed questions on a questionnaire would generate quantitative data as these produce either numerical data or data that can be put into categories (e.g., “yes,” “no” answers).

Experimental methods limit the possible ways in which a research participant can react to and express appropriate social behavior.

Findings are therefore likely to be context-bound and simply a reflection of the assumptions which the researcher brings to the investigation.

Quantitative Data Analysis

Statistics help us turn quantitative data into useful information to help with decision making.We can use statistics to summarise our data, describing patterns, relationships,and connections. Statistics can be descriptive or inferential.

Descriptive statistics help us tosummarise our data whereas inferential statistics are used to identify statistically significantdifferences between groups of data (such as intervention and control groups in arandomised control study).

Key Features

Quantitative researchers try to control extraneous variables by conducting their studies in the lab.

The research aims for objectivity (i.e., without bias), and is separated from the data.

(Video) Quantitative vs. Qualitative Research: The Differences Explained | Scribbr 🎓

The design of the study is determined before it begins.

For the quantitative researcher reality is objective and exist separately to the researcher, and is capable of being seen by anyone.

Research is used to test a theory and ultimately support or reject it.

Limitations of Quantitative Research

Context: Quantitative experiments do not take place in natural settings. In addition, they do not allow participants to explain their choices or the meaning of the questions may have for those participants (Carr, 1994).

Researcher expertise: Poor knowledge of the application of statistical analysis may negatively affect analysis and subsequent interpretation (Black, 1999).

Variability of data quantity: Large sample sizes are needed for more accurate analysis. Small scale quantitative studies may be less reliable because of the low quantity of data (Denscombe, 2010). This also affects the ability to generalize study findings to wider populations.

Confirmation bias: The researcher might miss observing phenomena because of focus on theory or hypothesis testing rather than on the theory of hypothesis generation.

Advantages of Quantitative Research

Scientific objectivity: Quantitative data can be interpreted with statistical analysis, and since statistics are based on the principles of mathematics, the quantitative approach is viewed as scientifically objective, and rational (Carr, 1994; Denscombe, 2010).

Useful for testing and validating already constructed theories.

Rapid analysis: Sophisticated software removes much of the need for prolonged data analysis, especially with large volumes of data involved (Antonius, 2003).

Replication: Quantitative data is based on measured values and can be checked by others because numerical data is less open to ambiguities of interpretation.

Hypotheses can also be tested because of the used of statistical analysis (Antonius, 2003).

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How to reference this article:

McLeod, S. A. (2019, July 30). Qualitative vs. quantitative research. Simply Psychology. www.simplypsychology.org/qualitative-quantitative.html

APA Style References

Antonius, R. (2003). Interpreting quantitative data with SPSS. Sage.

(Video) Qualitative vs Quantitative vs Mixed Methods Research: How To Choose Research Methodology

Black, T. R. (1999). Doing quantitative research in the social sciences: An integrated approach to research design, measurement and statistics. Sage.

Braun, V. & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3, 77–101.

Carr, L. T. (1994). The strengths and weaknesses of quantitative and qualitative research: what method for nursing?. Journal of advanced nursing, 20(4), 716-721.

Denscombe, M. (2010). The Good Research Guide: for small-scale social research. McGraw Hill.

Denzin, N., & Lincoln. Y. (1994). Handbook of Qualitative Research. Thousand Oaks, CA, US: Sage Publications Inc.

Glaser, B. G., Strauss, A. L., & Strutzel, E. (1968). The discovery of grounded theory; strategies for qualitative research. Nursing research, 17(4), 364.

Minichiello, V. (1990). In-Depth Interviewing: Researching People. Longman Cheshire.

Punch, K. (1998). Introduction to Social Research: Quantitatie and Qualitative Approaches. London: Sage

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How to reference this article:

How to reference this article:

McLeod, S. A. (2019, July 30). Qualitative vs. quantitative research. Simply Psychology. www.simplypsychology.org/qualitative-quantitative.html

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(Video) Qualitative Vs Quantitative Research: Difference between them with examples & methods

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FAQs

What is the difference between qualitative and quantitative research in psychology? ›

Psychologists rely on both quantitative and quantitative research to better understand human thought and behavior. Qualitative research involves collecting and evaluating non-numerical data in order to understand concepts or subjective opinions. Quantitative research involves collecting and evaluating numerical data.

What are the basic differences between qualitative and quantitative research? ›

Quantitative research deals with numbers and statistics, while qualitative research deals with words and meanings. Quantitative methods allow you to systematically measure variables and test hypotheses. Qualitative methods allow you to explore concepts and experiences in more detail.

What is the difference between quantitative vs qualitative? ›

Key takeaways: Quantitative data refers to any information that can be quantified, counted or measured, and given a numerical value. Qualitative data is descriptive in nature, expressed in terms of language rather than numerical values.

What is qualitative data simply psychology? ›

Qualitative data is defined as non-numerical data, such as text, video, photographs or audio recordings. This type of data can be collected using diary accounts or in-depth interviews, and analyzed using grounded theory or thematic analysis.

Is psychology quantitative or qualitative? ›

Certainly among the American social sciences psychology is most assertively the quantitative experimental laboratory science.

What is quantitative research in psychology? ›

Quantitative psychologists study and develop the methods and techniques used to measure human behavior and other attributes. Their work involves the statistical and mathematical modeling of psychological processes, the design of research studies and the analysis of psychological data. Date created: 2014.

What is an example of quantitative research in psychology? ›

Common examples of quantitative data in mental health include: Population studies and samples to determine the prevalence of a specific condition. Statistical analysis of trends in mental health. Analysis of the frequency of certain conditions in particular families, populations, locations, and environments.

What are 5 examples of qualitative research? ›

There are several different types of qualitative research. Five examples of qualitative research include observations, interviews, focus groups, surveys, and secondary research.

What is the difference between qualitative and Quantitative data give 3 examples for each? ›

The main difference between qualitative and quantitative data is that qualitative data is descriptive while quantitative data is numerical. For example, qualitative data are gender, country, city, nationality, etc. while quantitative data are length, width, height, weight, area, speed, age, etc.

What makes qualitative research different from quantitative research Brainly? ›

Quantitative research utilizes statistical and analytical statements to get a conclusion whereas the qualitative search depends on the verbal and written data.

What is qualitative research examples? ›

The most frequently used qualitative research methods are one-on-one interviews, focus groups, ethnographic research, case study research, record keeping, and qualitative observation.

How do you identify qualitative research? ›

Identifying Qualitative Research - Example

This abstract has several indications that this is a qualitative study: the goal of the study was to explore the subjects' experiences. the researchers conducted open-ended interviews. the researchers used thematic analysis when reviewing the interviews.

What are quantitative vs qualitative observations? ›

Qualitative observations are observations that describe “qualities” of something. These would include characteristics such as texture, color, shape, and do not involve counting or measuring. Quantitative observations involve counting or measuring using standard scales.

Why do psychologists prefer quantitative methods? ›

The main advantage of quantitative data for psychologists is that it is objective - numbers mean the same thing to everyone and you don't need to interpret them personally; this makes quantitative data very reliable and highly scientific. Another advantage is that quantitative data is good for making comparisons.

Why is qualitative research important in psychology? ›

Qualitative approaches can tell us how patients experience their treatment process, whether their outcome is good or bad. In this way, a qualitative approach not only can fill in the gap regarding what numbers can tell us but can also give rise to a constructive critique of what is measured in quantitative studies.

What is the difference between qualitative and quantitative change in behavior? ›

Quantitative development refers to the changes that children will go through as they gain knowledge and grow larger physically. Qualitative stage are changes that are in the way that the child thinks and behaves.

What makes a study qualitative? ›

Generally, qualitative research is concerned with cases rather than variables, and understanding differences rather than calculating the mean of responses. 4. In-depth interviews, focus groups, case studies, and open-ended questions are often employed to find these answers.

Why is it important to know the difference between qualitative and quantitative research? ›

Simply put, quantitative data gets you the numbers to prove the broad general points of your research. Qualitative data brings you the details and the depth to understand their full implications. To get the best results from these methods in your surveys, it's important that you understand the differences between them.

How important is quantitative research in psychology? ›

Quantitative psychology also incorporates the mathematical and statistical modeling of various psychological processes as well as the analysis of psychological data and research studies. Quantitative psychology plays an integral role in all sectors of psychology: education, science, and public interest and practice.

What are the relationship between qualitative research and quantitative research? ›

In general, quantitative research seeks to understand the causal or correlational relationship between variables through testing hypotheses, whereas qualitative research seeks to understand a phenomenon within a real-world context through the use of interviews and observation.

What is the difference between qualitative and quantitative methods of data collection? ›

As qualitative and quantitative studies collect different data, their data collection methods differ considerably. 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.

When should qualitative research methods be used? ›

Qualitative research is by definition exploratory, and it is used when we don't know what to expect, to define the problem or develop an approach to the problem. It's also used to go deeper into issues of interest and explore nuances related to the problem at hand.

Is a questionnaire qualitative or quantitative? ›

Surveys (questionnaires) can often contain both quantitative and qualitative questions. The quantitative questions might take the form of yes/no, or rating scale (1 to 5), whereas the qualitative questions would present a box where people can write in their own words.

What are the 8 characteristics of qualitative research? ›

Terms in this set (8)
  • Natural setting. Qualitative researchers often collect data in the field at the site where participants experience the issues or problem under study. ...
  • Researcher as key instrument. ...
  • Multiple methods. ...
  • Complex reasoning. ...
  • Participants' meanings. ...
  • Emergent design. ...
  • Reflexivity. ...
  • Holistic account.

What are the 3 types of qualitative research? ›

There are three major approaches to qualitative research: ethnography (drawn from anthropology); phenomenology (drawn from philosophy) and grounded theory (drawn from sociology).

Why is qualitative better than quantitative? ›

Qualitative research studies can provide you with details about human behavior, emotion, and personality characteristics that quantitative studies cannot match. Data from qualitative studies describes the qualities or characteristics of something.

Which is better qualitative or quantitative research? ›

Quantitative research is more preferred over qualitative research because it is more scientific, objective, fast, focused and acceptable. However, qualitative research is used when the researcher has no idea what to expect. It is used to define the problem or develop and approach to the problem.

What is a common goal of qualitative and quantitative research? ›

The primary aim of a Qualitative Research is to provide a complete, detailed description of the research topic. It is usually more exploratory in nature. Quantitative Research on the other hand focuses more in counting and classifying features and constructing statistical models and figures to explain what is observed.

What are the 4 types of qualitative research? ›

Qualitative Research Design Approaches
  • Historical Study. A historical study is the ideal choice for studies that involve extensive examination of the past — including people, events and documents. ...
  • Phenomenology. Phenomenology is a wide-ranging form of study. ...
  • Grounded Theory. ...
  • Ethnography. ...
  • Case Study.
3 Nov 2021

What are some examples of qualitative? ›

Qualitative Information – Involves a descriptive judgment using concept words instead of numbers. Gender, country name, animal species, and emotional state are examples of qualitative information.

Why would you choose qualitative research? ›

This method is generally used for understanding views and perceptions. It offers visions to different problems and helps in developing concepts or theories for potential quantitative research. With analysis to look deeper into problems, the qualitative approach helps to discover new thoughts and individual views.

How do I know if a study is quantitative? ›

In a quantitative study, results are reported in terms of statistical significance of numeric data. If you read a quantitative research study report, you should expect to find data tables, with information about the statistical significances of findings.

When should you use quantitative research? ›

Quantitative Research is used to quantify the problem by way of generating numerical data or data that can be transformed into usable statistics. It is used to quantify attitudes, opinions, behaviors, and other defined variables – and generalize results from a larger sample population.

Which is not an example of qualitative research? ›

What qualitative research is not: Quantifiable: Surveys, even those that include open-ended questions, are never qualitative, neither is putting numbers to frequencies of word occurrences.

What are the 4 types of quantitative research methods? ›

There are four main types of Quantitative research: Descriptive, Correlational, Causal-Comparative/Quasi-Experimental, and Experimental Research.

What is qualitative and quantitative examples? ›

Quantitative data are data about numeric variables (e.g. how many; how much; or how often). Qualitative data are measures of 'types' and may be represented by a name, symbol, or a number code.

Is quantitative research objective or subjective? ›

While other research frameworks, such as qualitative research, can be subjective, quantitative research is more objective. It studies processes through numbers, and often, the goal of the research is to produce statistics.

What is the difference between qualitative and quantitative observations quizlet? ›

Qualitative - It is an observation that describes the object such as in color, shape, relative location and does not include numerical expressions. The wings are 3 cm in length. Quantitative - This observation includes a measurement. The bug has 6 legs.

Is small sample qualitative or quantitative? ›

Samples in qualitative research tend to be small in order to support the depth of case-oriented analysis that is fundamental to this mode of inquiry [5].

What are the weaknesses of qualitative data in psychology? ›

Theoretical limitations
  • Difficult to make comparisons.
  • No useful for finding trends, finding correlations.
  • Typically small samples, low representativeness.
  • Low reliability as difficult to repeat the exact context of research.
  • Subjective bias of researcher may influence data (interviewer bias)
  • Disliked by Positivists.
24 Apr 2017

What is qualitative change in psychology? ›

What is Qualitative Change? The Qualitative Change (QC) principle states that, when solving a problem, one should strive to transform elements that either create or aggravate the problem, neutralizing them or even converting them to become instrumental to the problem's solution.

Why is Piaget's theory qualitative? ›

Changes are in structure and organization. Piaget, for example, claims that cognition changes in qualitative ways over the course of development because children think in fundamentally different ways as they mature rather than simply acquiring more and more knowledge.

Is growth qualitative or quantitative? ›

“Growth is the expansion of some object, institution or population which is measurable and is always quantitative whereas development is related to qualitative improvement,” said the Reader of the department of Economics, Mangalore University Prof Shripathi Kalluraya.

What are the 3 characteristics of qualitative research? ›

The three dominant attributes – associated with context, meaning, and the participant-researcher relationship – are deeply entangled with each other and together cast an effect on the entire array of distinctive qualities in qualitative research.

Do you need a hypothesis for qualitative research? ›

Many qualitative researchers have successfully used research questions without the use of a hypothesis, because a research question (in the context of qualitative research) is in most cases a hypothesis postulated in the form of a question.

What are the 7 characteristics of quantitative research? ›

7 Characteristics of Quantitative Research Methods
  • Contain Measurable Variables. ...
  • Use Standardized Research Instruments. ...
  • Assume a Normal Population Distribution. ...
  • Present Data in Tables, Graphs, or Figures. ...
  • Use Repeatable Method. ...
  • Can Predict Outcomes. ...
  • Use Measuring Devices.
3 Jan 2015

Is psychology quantitative or qualitative? ›

Certainly among the American social sciences psychology is most assertively the quantitative experimental laboratory science.

What is an example of quantitative research in psychology? ›

Common examples of quantitative data in mental health include: Population studies and samples to determine the prevalence of a specific condition. Statistical analysis of trends in mental health. Analysis of the frequency of certain conditions in particular families, populations, locations, and environments.

What are quantitative research methods in psychology? ›

Quantitative research involves the process of objectively collecting and analyzing numerical data to describe, predict, or control variables of interest. The goals of quantitative research are to test causal relationships between variables, make predictions, and generalize results to wider populations.

What does quantitative mean in psychology? ›

Quantitative psychology is a field of scientific study that focuses on the mathematical modeling, research design and methodology, and statistical analysis of psychological processes. It includes tests and other devices for measuring cognitive abilities.

What is the difference between qualitative research and quantitative research Brainly? ›

Quantitative research utilizes statistical and analytical statements to get a conclusion whereas the qualitative search depends on the verbal and written data.

What is qualitative research methods in psychology? ›

Qualitative research is an important alternative to quantitative research in psychology. It generally involves asking broader research questions, collecting more detailed data (e.g., interviews), and using nonstatistical analyses.

Why is qualitative research important in psychology? ›

Qualitative approaches can tell us how patients experience their treatment process, whether their outcome is good or bad. In this way, a qualitative approach not only can fill in the gap regarding what numbers can tell us but can also give rise to a constructive critique of what is measured in quantitative studies.

Why is it important to know the difference between qualitative and quantitative research? ›

Simply put, quantitative data gets you the numbers to prove the broad general points of your research. Qualitative data brings you the details and the depth to understand their full implications. To get the best results from these methods in your surveys, it's important that you understand the differences between them.

What is the difference between quantitative research and qualitative research Brainly? ›

Quantitative research utilizes statistical and analytical statements to get a conclusion whereas the qualitative search depends on the verbal and written data.

What are the 4 types of qualitative research? ›

Qualitative Research Design Approaches
  • Historical Study. A historical study is the ideal choice for studies that involve extensive examination of the past — including people, events and documents. ...
  • Phenomenology. Phenomenology is a wide-ranging form of study. ...
  • Grounded Theory. ...
  • Ethnography. ...
  • Case Study.
3 Nov 2021

What is the difference between qualitative and quantitative change in behavior? ›

Quantitative development refers to the changes that children will go through as they gain knowledge and grow larger physically. Qualitative stage are changes that are in the way that the child thinks and behaves.

What makes a study qualitative? ›

Generally, qualitative research is concerned with cases rather than variables, and understanding differences rather than calculating the mean of responses. 4. In-depth interviews, focus groups, case studies, and open-ended questions are often employed to find these answers.

What is the importance of quantitative research in the field of psychology? ›

Quantitative research is more frequently conducted. It benefits from objectivity, and controls and designs to test theories and produce empirical data evaluating causal relationships between variables with little extraneous variable corruption.

Is a questionnaire qualitative or quantitative? ›

Surveys (questionnaires) can often contain both quantitative and qualitative questions. The quantitative questions might take the form of yes/no, or rating scale (1 to 5), whereas the qualitative questions would present a box where people can write in their own words.

When should qualitative research methods be used? ›

Qualitative research is by definition exploratory, and it is used when we don't know what to expect, to define the problem or develop an approach to the problem. It's also used to go deeper into issues of interest and explore nuances related to the problem at hand.

How do you tell if a study is qualitative or quantitative? ›

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.

What is the difference between qualitative and quantitative data give an example of each? ›

The main difference between qualitative and quantitative data is that qualitative data is descriptive while quantitative data is numerical. For example, qualitative data are gender, country, city, nationality, etc. while quantitative data are length, width, height, weight, area, speed, age, etc.

What is the relationship between qualitative and quantitative method? ›

In general, quantitative research seeks to understand the causal or correlational relationship between variables through testing hypotheses, whereas qualitative research seeks to understand a phenomenon within a real-world context through the use of interviews and observation.

What is the difference between qualitative and quantitative data quizlet? ›

Quantitative data are data from a​ population, while qualitative data are data from a sample.

Why is qualitative better than quantitative? ›

Qualitative research studies can provide you with details about human behavior, emotion, and personality characteristics that quantitative studies cannot match. Data from qualitative studies describes the qualities or characteristics of something.

What is qualitative research example? ›

The Code specifically states that: “Qualitative research includes focus groups, in-depth interviews, case studies, narrative research, and ethnography, among other approaches.

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