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 |
Snap Surveys live Webcasts
Our Webcasts are designed to help you get the most from your surveys ...
Register - 25 November 2009 » Making staff surveys a success
Register - 9 December 2009 find out how to » Get the most from your web surveys