11/13/13 Best Practices | Quantitative Vs.

Qualitative Research When to Use Which

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Quantitative Vs. Qualitative Research When to Use Which
Posted 03.16.10 by Michaela Mora - A Survey Expert in: Best Practices, Most Popular Posts 19 Responses
Now that more and more non-researchers are populating the research
departments at many corporations, I often find myself explaining the
differences between qualitative and quantitative research, since many think they can be used interchangeably.
Qualitative research is by definition exploratory, and it is used when we dont know what to expect, to
define the problem or develop an approach to the problem. Its also used to go deeper into issues of interest
and explore nuances related to the problem at hand. Common data collection methods used in qualitative
research are focus groups, triads, dyads, in-depth interviews, uninterrupted observation, bulletin boards, and
ethnographic participation/observation.
Quantitative research is conclusive in its purpose as it tries to quantify the problem and understand how
prevalent it is by looking for projectable results to a larger population. Here we collect data through surveys
(online, phone, paper), audits, points of purchase (purchase transactions), and click-streams.
Here are some guidelines to use both types of research:
11/13/13 Best Practices | Quantitative Vs. Qualitative Research When to Use Which
www.surveygizmo.com/survey-blog/quantitative-qualitative-research/ 2/6
Ideally, if budget allows it, we should use both qualitative and quantitative research since they provide
different perspectives and usually complement each other. If you are a SurveyGizmo user, you can now
integrate in-depth interviews via iModerate chat sessions with your surveys, which can give the best of both
worlds. This methodological approach is a cost-effective alternative to the combination of in-person focus
groups and a separate quantitative study. It allows us to save on facility rental, recruitment costs, incentives
and travel usually associated with focus groups. Clients still are able to monitor the sessions remotely from the
convenience of their desktops and ask questions to respondents through the moderator.
If you still want to go with traditional methods and can only afford one or the other, make sure you select the
approach that best fits the research objectives and be aware of its caveats. Never assume that doing more
focus groups is a substitute for quantitative research or that a long survey will give you all the in-depth
information you can get though qualitative research methods.
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16 comments
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mecky 9 months ago
qualitative research refers to research method of collecting descriptive (non- numerical)
data. the common instrument used to collect data are interview and observation, but
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11/13/13 Best Practices | Quantitative Vs. Qualitative Research When to Use Which
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data. the common instrument used to collect data are interview and observation, but
quantitative refers to research method of collecting numerical data. the common tools used
to collect data are questionnaires and experimentation.by mhepwa, mecky A.

15
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fabi ano 8 months ago
I did not find what I was looking for

7
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Chri st i an 8 months ago fabiano
Hi Fabiano,
What were you looking for?


Reply
expenseofspi ri t 9 months ago
Quantitative research advances knowledge; qualitative research gives some people the
feeling they have advanced knowledge.

4

2
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Ani t a Del gado 2 months ago
quantitative information pertains to quantity or numbers numeric values or anything you can
add up... qualitative has to do with everything else; for instance colors, or happiness, those
can not be measured by numbers.


Reply
Jol o 2 months ago
My research is about Sales Forecasting
I gathered data from an electronics store and they gave me their sales from 2010-
2013(every month)
so which research method I will use?


Reply
Ani t a Del gado 2 months ago Jolo
numbers= quantity, or quantitative


Reply
Bi ggi e 5 months ago
Qualitative is like and adjective; it's descriptive of the information. While Quantative is like a
verb; it show what is happening, and wht is going on.


el eeassang 6 months ago
does the use of qualitative research mean you set out to add to existing literature by creating
or proving a theory? or can it be used to solve practical problems like making
recommendations?
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11/13/13 Best Practices | Quantitative Vs. Qualitative Research When to Use Which
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recommendations?


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sgi zmo 6 months ago Mod eleeassang
It really depends on the goals of your qualitative research efforts. Qualitative can be
used to add context to quantitative results, can be used to determine options for a
questions in a quantitative study and can be used when you are looking for a "deep
dive" on a specific topic.
I usually do not make large dollar decisions based on qualitative data alone. But I will
decided to move forward with more research studies based on preliminary findings
using qualitative methods.

1
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habt sh 7 months ago
it's still confusing. which one is the category of questionnaire?


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Chri st i an 7 months ago habtsh
Hi Habtch,
A questionnaire could be either or both. The type of question on a questionnaire is
going to be more telling in terms of qualt. vs. quant.
For example, an essay box is a naturally qualitative question type because it asks for
an open ended response.
While a radio button or multiple choice question is quantitative becuase you are
reporting on it's frequency and percentage for the entire population.
Does that help?


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Ki ki 10 months ago
I read this but I still don't have any idea what is the difference...


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Awanbor Mart i n 9 months ago Kiki
kiki martin here. the difference between them is simply the manner in which data or
information is collected. qualitative is e.g getting ur data's or informations through for
example interviews while quantitative is for example collecting or getting ur
information through the internet, news papers and so on. thanks i hope this helps


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j ames kearney 7 months ago Awanbor Martin
Awanbor Martin, I think you are explaining primary and secondary research
there!

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si de mkal i 11 months ago
only in only qualitative research is an emergent designe in nature as it does not include pr-
designe


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