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Quantitative Vs Qualitative Research: A Complete Overview

Quantitative vs qualitative research are two popular methods of data collection and analysis. Quantitative research uses numerical measurements, such as the average or median, to represent data. While this type of measurement is excellent for getting an overall idea of a large set of information, it doesn’t always provide the detail necessary for understanding all aspects of your subject area. 

Qualitative research is used when you need more detail on a specific aspect of your topic—in other words: it’s focused! Knowing how these two methods differ is essential to select the one best suits your needs when conducting your research project.

What are quantitative and qualitative research?

Quantitative research is based on numbers and data. For example, you might want to know how many people use a particular product or service. Quantitative research can help you find that out by asking questions like “How many times have you used this product?” or “How much money did it cost?”

Qualitative research is based on observations and information. You might want to understand why people do what they do—and qualitative research would be a great way to gather that information. For example, “Why do people choose this product over all others available?”

What is the difference between quantitative and qualitative research?

Quantitative research is based on numbers and statistics. It’s also called empirical research because it relies on collecting data through observation or experimentation. This type of research is more objective since it’s based on concrete evidence that can be quantified, graphed, analysed statistically, and interpreted scientifically.

Qualitative research is based on words, images and other forms of data that cannot be measured numerically. A researcher collects data in an interview format; they may ask open-ended questions like “Tell me about your experience,” rather than closed questions such as “How many hours did you spend per week doing laundry?” This information might not lend itself to statistical analysis or scientific interpretation. Instead, it requires a skilled reader who can identify patterns from the qualitative materials gathered during interviews or focus groups.

When to use quantitative measurements in your research

Quantitative measurements are best used when you have a specific question that can be answered with a single number. For example, if you’re researching the number of people who attend your company’s annual conference, quantitative data would be the most appropriate method for gathering information. Quantitative measurements are also useful when measuring easily countable and consistent things over time.

The following is an example of a question that could be easily answered with quantitative data:

  • How many people attended our annual conference last year?

When to use qualitative measurements in your research

When should you use qualitative measurements in your research?

  • When you want to understand the meaning behind the numbers
  • To get a complete picture of the situation
  • To understand the underlying causes of a problem
  • To understand why people do what they do

How do you combine quantitative and qualitative data?

Quantitative and qualitative data can be combined, but you need to be careful when doing so. You must have a clear understanding of what you are measuring and the questions that you are asking.

Also, remember that different quantitative data types can be collected online or offline. A good example is surveys: they can take place online or offline. If you conduct surveys online, the information collected will be more quantitative than if it were an offline survey (i.e., paper-based).

How do you choose which type of measurement to use?

Before starting your research, you need to decide what kind of measure will be best for your project. It’s important that you take into consideration the type of question or hypothesis you’re hoping to answer. Quantitative measures are more objective and can be used to test hypotheses, while qualitative measures are more subjective and can be used to understand why something happened.

Qualitative research methods allow researchers to collect rich data from their participants through interviews, observations or focus groups. This method has been popularised by market researchers who want a better understanding of people’s attitudes towards brands and products but have little control over their actions or behaviours as consumers (e.g., buying habits). 

In contrast, quantitative methods typically involve collecting large amounts of numerical data on some aspect of behaviour through surveys or experiments, which enable researchers to generalise groups of people based on the results obtained from samples within those groups (e.g., population).

Both are useful and often must be combined.

Both quantitative and qualitative research methods have their pros and cons. However, both types of data are valuable for building a complete picture of your target audience. And when the two are combined, you get the best of both worlds! While it’s true that quantitative data can be used to confirm hypotheses or test theories, it doesn’t work so well for exploratory research (the kind where you aren’t sure what you’re looking for). 

On the other hand, qualitative data tends to be better at exploring unknown areas with an open mind — they allow researchers to ask questions that don’t necessarily have clear answers yet.

To summarise, quantitative methods will give you those answers if you want confirmation of what’s already known about your product or service — or if some aspect of your business plan needs support. But if what drives your next venture is curiosity about something new, then qualitative approaches will help guide those explorations away from blind alleys and toward profitable territory!


This post is a complete overview of qualitative vs quantitative research. We have looked at each type, how they are different and some examples of these different types.

Qualitative research is a method of data collection that involves asking questions and observing responses. It can be used to learn why people make confident choices or do certain things. By conducting qualitative research, you can better understand your target audience, their motivations, and the barriers they face when making decisions about products or services like yours. It can help validate ideas before product development or marketing campaigns.

Author Bio:

Owen ingram is a research-based content writer. He has worked in various healthcare, technology, Education , and finance industries. He is currently working as a writer in Essays.Uk, famous for Essay writing services and Editing and improvement  writing services. When Miguel is not writing or researching, he enjoys spending time with his family and friends. He also loves travelling and learning about new cultures.