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Qualitative vs Quantitative Research

  Qualitative Research Quantitative* Research
Objective / purpose: To gain an understanding of underlying reasons and motivations To provide insights into the setting of a problem, generating ideas and/or hypotheses for later quantitative research To uncover prevalent trends in thought and opinion To quantify data and generalize results from a sample to the population of interest. To measure the incidence of various views and opinions in a chosen sample. Sometimes followed by qualitative research which is used to explore some findings further.
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 on-street or telephone interviews.
Data analysis Non-statistical Statistical*; data is usually in the form of tabulations. 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

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