Qualitative and quantitative research are complementary methods of scientific investigation in order to gather data and opinions.
These are the two types of research approaches and both are used when data is needed to analyze social events or phenomena.
What is the difference between qualitative research and quantitative research?
As we have seen, there are two different methods that are part of scientific research and the differences between them refer to the approaches used in each one.
While the quantitative research is structured to collect statistical data, the qualitative research collects information that describes the investigation in a more abstract way.
They can be used together, as the qualitative research can present information that translates or represents the numerical data obtained in the quantitative research.
In simple terms, quantitative data provides the numbers to prove the broad general points of the research, while qualitative data bring the details and depth to understand its implications. complete.
Both surveys seek to collect information for an investigation, however, their methods and structures are different.
Qualitative approach
In the qualitative approach, the answers are not objective, the interviewees are free to answer the questions in any way they want. This approach enables further deepening of understanding of a certain behavior or phenomenon.
In this way, it is possible to obtain information that will help to interpret the working mechanisms of the which is researched, understand the reason for the events to understand which measures can be applied.
Qualitative research is classified as less structured because it seeks to deepen the topic of the investigation in order to obtain information on the motivations, thoughts and attitudes of the people.
quantitative method
Quantitative research, on the other hand, is objective and works with data, numbers and statistics that provide support to draw general conclusions from the research.
By considering the objective use of data and giving less importance to the context, the method presents immediate results through the analysis of the obtained results.
See the summary of main differences between concepts and methodologies used in qualitative and quantitative research:
| Qualitative | quantitative | |
|---|---|---|
| objective | Understanding human behavior from the informant's perspective. |
Discovery of facts about social phenomena or behavior. |
| Data collect | Data are collected through participant observation and interviews, without a structured method. | Data is collected through a measurable fact and with an objective and structured method. |
| Data analysis | Data are analyzed by themes described by the informants. | Data are analyzed using numerical comparisons and statistical conclusions. |
| Results | Results are reported in the language of the respondent. | Results are reported through data analysis. |
Qualitative research
Qualitative research is understood primarily as an exploratory method. It is used to understand the reasons, opinions and motivations implicit in the answers to the investigated topic.
In practice, qualitative research helps to develop ideas or hypotheses for potential quantitative research. It serves as an in-depth understanding of these statistical analyses.
Qualitative data collection methods vary using unstructured or semi-structured techniques. Some common methods include:
- focus groups (group discussions),
- individual interviews,
- respondent participation,
- just observations.
The sample size is usually small and respondents are selected to meet a certain quota.
See more about qualitative research and how to make the methodology for the TCC.
Quantitative research
Quantitative research is used to quantify the problem through numerical data or data that can be turned into usable statistics.
It is used, for example, to quantify attitudes, opinions, behaviors and other defined variables, generalizing the results to a larger population sample. Uses measurable data to formulate facts and discover patterns in research.
The methods for collecting quantitative data are completely structured and have numerous forms of research: online, on paper, mobile surveys and kiosks, face-to-face interviews, telephone interviews, among others.
Learn more about the meaning of quantitative research.
Examples of the structure of qualitative and quantitative research
THE qualitative research aims to collect as much information and details from each respondent.
Example: the structure of a qualitative research is based on questions that require descriptive and detailed answers, in order to collect specific and personal information.
already the quantitative research it aims to collect more informal or less detailed information. In most cases, quantitative research already brings all possible answers to choose from.
Example: the structure of an objective search consists of multiple choice questions, in which the respondent responds simply, quickly and directly.
When to use qualitative and quantitative surveys?
Organizations, institutions and respondents choose to use qualitative or quantitative research based on their research objectives. Depending on the type of information desired, whoever produces or requests the research must choose which category will bring the expected result.
Listed below are some examples of when qualitative or quantitative research should be used:
- to formulate hypotheses: a qualitative research helps to gather detailed information about a topic, which can be used to initiate research with the goal of discovering the problems or opportunities that people are thinking about. These ideas can become hypotheses to be proven through quantitative research.
- To validate hypotheses: a quantitative research provides numbers to which statistical analysis can be applied to validate hypotheses, unraveling whether the problem is real or just someone's perception. The concrete facts obtained will allow decisions to be made based on objective observations.
- To find general answers: a quantitative research it generally has more respondents than qualitative research because it is easier to conduct a multiple-choice survey than a series of interviews or focus groups. In other words, formulating general questions, with simple, quick and direct answers is potentially more answered than complex questions, which require detailed answers.
- To incorporate the human element: a qualitative research it can also help in the final stages of a research project. Quotes obtained through open-ended questions can put a human voice in objective numbers and in the trends of the results, giving more relevant answers than the quantitative data they would.
To learn more about the subject, read also the meanings of:
- Research
- descriptive research
- Search Types
- Exploratory research
- Field research
- document research
- Scientific research
- Bibliographic research
