Qualitative vs Quantitative Research

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 survey software features that will help you gather and analyze quantitative data.

603 610 8700 or Request Free Demo

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.

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.
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.