What is the difference between qualitative and quantitative research?

Qualitative research is centered on exploring and understanding the meaning and experiences individuals attach to specific phenomena. This approach is often descriptive and seeks to capture the richness of human behavior and social contexts through methods like interviews, focus groups, and open-ended questions. The goal is to gain insights into how people perceive and interpret their experiences.

On the other hand, quantitative research is characterized by its reliance on numerical data and statistical analysis. It typically involves measurement, structured tools, and data that can be analyzed statistically to identify patterns, test hypotheses, and make predictions. The primary focus of quantitative research is to quantify behaviors, opinions, or other defined variables, allowing for generalization across larger populations.

This distinction highlights that while qualitative research deals with the subjective and nuanced aspects of human experience, quantitative research emphasizes objective and measurable outcomes. Understanding this difference is crucial for selecting appropriate research methodologies based on the nature of the research question being investigated.