|Qualitative Research||Quantitative Research|
|Objective / purpose||
|Sample||Usually a small number of non-representative cases. Respondents selected to fulfil a given quota.||Usually a large number of cases representing the population of interest. Randomly selected respondents.|
|Data collection||Unstructured or semi-structured techniques e.g. individual depth interviews or group discussions.||Structured techniques such as online questionnaires, on-street or telephone interviews.|
|Data analysis||Non-statistical.||Statistical data is usually in the form of tabulations (tabs). Findings are conclusive and usually descriptive in nature.|
|Outcome||Exploratory and/or investigative. Findings are not conclusive and cannot be used to make generalizations about the population of interest. Develop an initial understanding and sound base for further decision making.||Used to recommend a final course of action.|
Snap Survey Software is the ideal quantitative research tool where structured techniques; large numbers of respondents and descriptive findings are required. Take a look at the key features that will help you gather and analyze quantitative data.
Our Research Services team carries out quantitative research on behalf of a wide range of clients. If you require ad hoc or ongoing quantitative research.