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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 online questionnaires, on-street or telephone interviews.

» Click to see an example of a short online questionnaire
Data analysis Non-statistical.

Statistical data is usually in the form of tabulations (tabs). Findings are conclusive and usually descriptive in nature.

» View video showing typical analyses and cross tabs
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 many features that will help you gather and analyze quantitative data » View key features

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 » Find out more