Qualitative data collection methods vary using unstructured or semi-structured techniques.Common methods include focus groups, individual interviews, observation or immersion, and diary studies.
Many mistakenly think the two terms can be used interchangeably.
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.
Qualitative Research is also used to uncover trends in thought and opinions, and dive deeper into the problem.
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.
Read on to learn about what makes them different, how you can turn one into the other, and when you might use which method.
Qualitative (‘qual’) research is often used for exploring.
Quantitative data collection methods are much more structured; they 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.
In terms of the actual data, here are some of the key differences: Imagine you’re looking down on a city from a helicopter at 5,000 feet.