PARAMETER QUANTITATIVE
PURPOSE Quantitative Research focuses more in Qualitative Research is to provide a
counting and classifying features and
constructing statistical models and
figures to explain what is observed.
SETTING Quantitative research usually takes
place in artificial laboratory-like
conditions that may not reflect real life
situations.
NUMBER OF Few
RESPONDENTS
DATA  Surveys, whether conducted
COLLECTION online, by phone or in person.
METHODS These rely on the same
questions being asked in the
same way to a large number of
people.
 Observations, which may either
involve counting the number of
times that a particular
phenomenon occurs, such as
how often a particular word is
used in interviews, or coding
observational data to translate
it into numbers.
 Secondary data, such as
company accounts.
TYPE OF DATA The data produced are always
numerical, and they are analyzed using
mathematical and statistical methods.
MODE OF You can organise the results using
ANALYSIS coding. In coding, you assign a word,
phrase, or number to each category,
such as “pricing” or “barriers to entry”.
You then go through all of your data in a
systematic way and “code” ideas,
concepts and themes as they fit
categories.
TYPES  Descriptive research
 Correlational research
 Causal comparative/
experimental research
QUALITATIVE
complete, detailed description of the
research topic. It is usually more
exploratory in nature.
Qualitative research usually takes
place in a natural or real-life setting,
whereas
No Maximum
 Interviews, which may be
structured, semi-structured or
unstructured
 Focus groups, which involve
multiple participants
discussing an issue
 Postcards, or small-scale
written questionnaires that
ask.
 Secondary data, including
diaries, written accounts of
past events, and company
reports.
 Observations, which may be
on site, or under laboratory
conditions.
It often involves words or language,
like descriptions but may also use
pictures or photographs and
observations. It is useful for exploring
how and why things have happened
Qualitative content analysis: Tracking
the occurrence, position and meaning
of words or phrases
Thematic analysis: Closely examining
the data to identify the main themes
and patterns
Discourse analysis: Studying how
communication works in social
contexts
 Ethnography
 Narrative
 Phenomenological
 Grounded Theory