So what is the difference between Qualitative Research and Quantitative Research?

Qualitative Research is primarily exploratory research. It is used to gain an understanding of underlying reasons,
opinions, and motivations. It provides insights into the problem or helps to develop ideas or hypotheses for potential
quantitative research. Qualitative Research is also used to uncover trends in thought and opinions, and dive deeper
into the problem. Qualitative data collection methods vary using unstructured or semi-structured techniques. Some
common methods include focus groups (group discussions), individual interviews, and participation/observations. The
sample size is typically small, and respondents are selected to fulfill a given quota.

Quantitative Research is used to quantify the problem by way of generating numerical data or data that can be
transformed into useable statistics. It is used to quantify attitudes, opinions, behaviors, and other defined variables
and generalize results from a larger sample population. Quantitative Research uses measurable data to formulate
facts and uncover patterns in research. Quantitative data collection methods are much more structured than
Qualitative data collection methods. Quantitative data collection methods include various forms of surveys online
surveys, paper surveys, mobile surveys and kiosk surveys, face-to-face interviews,telephone interviews, longitudinal
studies, website interceptors, online polls, and systematic observations.

Snap Survey Software is the ideal survey platform and online research software where structured techniques such

as large numbers of respondents and descriptive findings are required. Snap Survey Software has many robust
features that will help your organization effectively gather and analyze quantitative data.

Qualitative research is designed to reveal a target audiences range of behavior and the perceptions that drive it with
reference to specific topics or issues. It uses in-depth studies of small groups of people to guide and support the construction of
hypotheses. The results of qualitative research are descriptive rather than predictive.
Qualitative research methods originated in the social and behavioral sciences: sociology, anthropology and psychology. Today,
qualitative methods in the field of marketing research include in-depth interviews with individuals, group discussions (from two to ten
participants is typical); diary and journal exercises; and in-context observations. Sessions may be conducted in person, by
telephone, via videoconferencing and via the Internet.

In natural sciences and social sciences, quantitative research is the systematic empirical investigation of observable
phenomena via statistical, mathematical or computational techniques. [1] The objective of quantitative research is to develop and
employ mathematical models, theories and/or hypotheses pertaining to phenomena. The process ofmeasurement is central to
quantitative research because it provides the fundamental connection between empirical observation and mathematical expression
of quantitative relationships. Quantitative data is any data that is in numerical form such as statistics, percentages, etc. [1] The
researcher analyzes the data with the help of statistics. The researcher is hoping the numbers will yield an unbiased result that can
be generalized to some larger population. Qualitative research, on the other hand, asks broad questions and collects word data from
phenomena or participants. The researcher looks for themes and describes the information in themes and patterns exclusive to that
set of participants.