DETAILED COMPARISON OF

QUALITATIVE AND QUANTITATIVE

METHODS
While quantitative research is based on numbers and
mathematical calculations (or quantitative data), qualitative
research is based on written or spoken narratives (or
qualitative data). Qualitative and quantitative research
techniques are used in marketing, sociology, psychology,
public health and various other disciplines.
 Comparison Chart
Research Aspect Qualitative Research Quantitative Research

Purpose To understand and To test hypotheses,

interpret social look at cause & effect,
interactions and make predictions

Group studied Smaller & not Larger & randomly

randomly selected selected

Variables Study the whole, not Specific variables

variables studied

Type of data Words, images or Numbers and statistics

collected objects
Research Aspect Qualitative Research Quantitative Research
Form of data Open-ended responses, Data based on precise
collected interviews, participant measurements using
observations, field notes structured & validated
and reflections data-collection
instruments
Type of data Identify patterns, features, Identify statistical
analysis themes relationships
Most common Explore, discover & Describe, explain &
research construct predict
objectives
Focus Wide-angle lens; Narrow-angle lens; test a
examiners the breadth & very specific topic
depth of topic
Results Findings that are more Findings that are
generalized and directional projectable over
population base.