What is the difference between qualitative and quantitative research methods? Give an example of each.
The difference between qualitative and quantitative research methods
Sample Answer
Qualitative vs. Quantitative Research Methods: Key Differences
| Aspect | Quantitative Research | Qualitative Research |
|---|---|---|
| Data Type | Numerical, measurable (e.g., scores, counts). | Non-numerical, descriptive (e.g., words, images). |
| Purpose | Test hypotheses, measure variables, generalize findings. | Explore ideas, understand experiences, generate insights. |
| Sample Size | Large, representative samples. | Small, purposeful samples. |
| Analysis | Statistical analysis (e.g., regression, t-tests). | Thematic analysis, content analysis, coding. |
| Objectivity | Emphasis on objectivity and replicability. | Emphasis on subjectivity and context. |
| Flexibility | Structured (fixed questions, surveys). | Flexible (open-ended interviews, observations). |
| Output | Charts, graphs, numerical results. | Narratives, themes, case studies. |
Examples of Each Method
1. Quantitative Research Example: Customer Satisfaction Survey
- Method: A company surveys 1,000 customers using a 5-point scale to rate satisfaction with a new product.
- Data Collected: Numerical scores (e.g., "85% rated satisfaction as 4 or 5").
- Analysis: Statistical tools calculate averages, correlations, or trends.
- Use: Determines how many customers are satisfied and identifies patterns