Qualitative research is a method of inquiry employed in many different academic disciplines, traditionally in the social sciences, but also in market research and further contexts. Qualitative researchers aim to gather an in-depth understanding of human behavior and the reasons that govern such behavior. The qualitative method investigates the why and how of decision making, not just what, where, when. Hence, smaller but focused samples are more often needed than large samples.
In the conventional view, qualitative methods produce information only on the particular cases studied, and any more general conclusions are only propositions (informed assertions). Quantitative methods can then be used to seek empirical support for such research hypotheses.
Qualitative research differs from quantitative research in that the latter is characterized by the use of large samples, standardized measures, a deductive approach, and highly structured interview instruments to collect data for hypothesis testing (Marlow, 1993). In contrast to qualitative research, in quantitative research easily quantifiable categories are typically generated before the study and statistical techniques are used to analyze the data collected. Both qualitative and quantitative research are designed to build knowledge; they can be used as complementary strategies.
Quantitative research is an investigation that aims to quantify attitudes, behaviours or measure variables. Unlike qualitative research, quantitative research uses measurable data to form facts and patterns. Many argue that both types of research go hand in hand and a thorough investigation of a particular topic will cover both methods of research. Qualitative Vs Quantitative
Quantitative research is typically conducted through surveys, telephone interviews, web surveys and intercepts. Questions are highly structured in this research and tend to be closed as opposed to open, to allow for measurable data rather than long responses....