Quantitative research

Quantitative research is expressed in numbers and graphs. It is used to test or confirm theories
and assumptions. This type of research can be used to establish generalisable facts about a
topic.
Common quantitative methods include experiments, observations recorded as numbers, and
surveys with closed-ended questions.

Qualitative research
Qualitative research is expressed in words. It is used to understand concepts, thoughts or
experiences. This type of research enables you to gather in-depth insights on topics that are not
well understood.
Common qualitative methods include interviews with open-ended questions, observations
described in words, and literature reviews that explore concepts and theories
Qualitative vs. Quantitative Research (With Types)
Determining what research method to use can be a confusing and challenging task. Qualitative
and quantitative research each provide different and significant benefits. Understanding the
differences between the methods can help researchers decide which method is most
appropriate for their project. In this article, we define qualitative vs. quantitative research, review
the different types, explore factors to help decide which research method is more appropriate,
and highlight examples of each type.
Definition of qualitative vs. quantitative research
Choosing between qualitative vs. quantitative research depends on the information that's most
important to the researcher. Qualitative research focuses on understanding the meaning of
behaviour. It helps researchers to gain more understanding and can help them interpret and
contextualize information. Comparatively, quantitative research uses numerical data that
researchers can analyze statistically. You can further divide both research methods into
subtypes. Qualitative research has six different types, namely, case study, historical,
comparative, ethnographic, phenomenology, and grounded theory. Quantitative research has
four different types, namely, experimental, quasi-experimental, correlational studies, and survey
research.

Types of qualitative research

Here's a list of the different types of qualitative research:
Phenomenological model
The phenomenological model seeks to identify how participants feel about certain occurrences
or activities. Researchers study the unique ways individuals experience events through
observation and interviews before, during, and after an event. The phenomenological approach
focuses on subjective descriptions of experiences of participants.
Ethnographic model
In an ethnographic study, researchers immerse themselves within a distinct culture to study the
group's patterns, behaviours, rules, and communication. Researchers are less interested in
testing a theory with this method, and more interested in observing how subjects react and
interact with one another or with a product. Sometimes, researchers may also take part in the
group's activities to experience them firsthand.

Grounded theory model

The grounded theory model uses a systematic review of existing data in large quantities to
develop theories about why events transpired in a certain way or what causes led to certain
results. Data analysis in this method helps identify trends and commonalities that provide
insights into questions of “why” and “how” about the data. Researchers and organizations can
determine the practical applications of this information when using this approach.

Case study model

Case studies follow a single subject and collect in-depth data to determine more general
conclusions. Subjects may be individuals, families, businesses, or cities. Researchers typically
gather, report, and analyze an extensive amount of data using this method. Case studies are
often longer than other types of research studies, some lasting a year or more, because
researchers seek to measure changes or results over time.

Narrative model
The narrative model tracks a few participants from a single point in time through the study's
endpoint, relying on in-depth interviews over weeks, months, or years to collect data about
subjects' feelings and reactions. Researchers monitor, discuss, and record how subjects
navigate their lives. The results of narrative studies aren't necessarily in chronological order.
Rather, researchers want to tell the subject's story by using themes and challenges that may
offer opportunities for growth and development.

Historical model
The historical model attempts to predict future results by studying and interpreting historical
data. Researchers analyze previous trends and results to create current strategies. Historical
research studies begin with a hypothesis or research question that you want to test. Once you
know what question to answer, you can decide what sources to use for your research. This
often involves reading firsthand accounts, interviewing people who experienced a particular
phenomenon, and reviewing other research about the topic. Once you examine your sources'
reliability, you can analyze your data and develop a theory to answer your initial research
question.

Focus groups
Focus groups are small groups of individuals within the study's target demographic who provide
feedback on a product or service before it's available to the public. For example, participants
may test a new product, provide their reactions to a new commercial or movie, or use a new
computer or phone application. Researchers often observe subjects using the product and
conduct in-depth interviews after their experience to learn how they felt about the product or
service, what they liked and didn't like, and how the company can improve the product.

Types of quantitative research

Here's a list of the different types of quantitative research for you to review:

Experimental design
With experimental design, researchers test one or more hypotheses in an experiment by
creating a model and testing it in a controlled environment to determine cause-and-effect
relationships. In this type of study, researchers randomly assign participants to groups that
compare different treatments of the subject. For example, in a study comparing children who
drink soda vs. children who drink juice, researchers might assign one group to drink only soda
and the other group only juice to measure results.
Correlational study
A correlation study examines whether there's a connection between two variables. Researchers
may use existing data or conduct their own research. They look for patterns to determine the
connection, review how closely they relate to each other, and discover whether one variable
causes another. For example, if a company wants to determine whether there's a link between
higher ticket prices and better box office results, they might use historical data to compare ticket
sales from a popular movie that costs $10 and a less popular movie that costs $15 to determine
the answer.

Survey research
Businesses can use survey research in both correlational and experimental studies. It involves
using a questionnaire to gather specific types of information about a particular subject. For
example, researchers might give subjects a survey asking for their feelings on gun control
policies or survey moviegoers about which showtimes they prefer.

Quasi-experimental design
A quasi-experimental design is like an experiment, except researchers cannot control
experimental variables or examine cause and effect. There may be confounding factors that
affect the study, such as if researchers cannot assign participants to groups because of ethical
concerns. Researchers may also use a quasi-experimental design when they have incomplete
information about a subject's experience, or when it may be dangerous to test a hypothesis in
an experiment.

Deciding between qualitative vs. quantitative research

There are several ways to decide between qualitative and quantitative research. Here's a list of
factors that you can focus on to help you determine which type of research suits your project
best:

Information
You can consider whether you are looking for a broad overview of a subject or need more
specific details. For example, if you're trying to conduct a market research project about a new
type of software that helps people manage their health care needs, it might be difficult to get
enough detail from an interview alone. Here, it may be better to use a survey for your research.

Time and resources

Quantitative research usually takes longer than qualitative research because participants
undergo in-depth interviews or surveys, and you may need more time to analyze the results. If
you have limited time, you can choose a shorter research option. For example, if you're studying
whether children who eat breakfast perform better at school, it may be faster and easier to
provide a survey about breakfast habits compared to having children come into a lab for
interviews.

User input
If you want to gather feedback from your participants, qualitative research may be a more
suitable option to use. It provides an opportunity for respondents to share their thoughts and
feelings and explain the reasons behind their opinions or experiences. For example, if you're
designing a website for seniors, it may be more beneficial to use qualitative research to
understand their needs and preferences compared to asking them for numerical ratings on
features.

Examples of types of research

Here's a list of examples when researchers may use qualitative, quantitative, and mixed-
methods research:

Qualitative research
You can use qualitative research to explore opinions and thoughts about a product. Here are
some examples of projects that use qualitative research:

companies asking for input on new products or marketing techniques

history students wanting to describe the changing roles of women in society during a particular
period
researchers wanting to know how people feel about different housing options
Quantitative research
You may use quantitative research to analyze numerical data and determine the cause and
effect of a phenomenon. Here are some examples of projects that use quantitative research:

businesses wanting to determine how many sales they lose because of poor product packaging
suppliers testing the strength of their material before selling it to customers
researchers measuring online shoppers' retention of information on a website based on different
designs
Mixed-methods research
You may use mixed-methods research to gain more detailed insights. Here are some examples
of projects that use mixed-methods research:

companies wanting to know whether customers with disabilities shop online more than other
customers, so they conduct an in-depth customer survey and follow up with a focus group
business school professors want to find out how people's self-esteem affects their decisions
about money and saving, so they combine qualitative research with in-depth interviews and
quantitative analysis of academic data