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In empirical social research, qualitative and quantitative research methods are often used to study different aspects of social behavior, attitudes and social phenomena. Here are the key differences between qualitative and quantitative research:
Aim: The qualitative research aims to gain a deeper understanding of social phenomena, processes and relationships. She values subjective experience, interpretation, and context. Quantitative research, on the other hand, aims to collect information in numerical form and analyze it to identify patterns, relationships, and statistical significance.
Data: In qualitative research, non-numerical data is often collected, such as texts, interviews, observations or videos. This data is analyzed to identify patterns, themes and relationships. In quantitative research, numerical data is collected, often using structured questionnaires or measurement tools. This data is statistically analyzed to identify statistical relationships, trends and patterns.
Sample and generalization: In qualitative research, the sample is often small and not representative of a larger population. The results are not necessarily generalized but are intended to provide a detailed understanding of the phenomenon under study. In quantitative research, a larger sample is used that is meant to be representative of the target population. The results are statistically analyzed to draw conclusions about the overall population.
Flexibility: Qualitative research allows greater flexibility in the research process. Researchers can adjust their questions and approaches as the study progresses. In quantitative research, predefined hypotheses and methods are used to standardize data collection and analysis.
Subjectivity and objectivity: In qualitative research, the researcher is often closely involved in the research process and influences the interpretation of the data. Subjectivity is recognized and can contribute to the development of new theories and perspectives. In quantitative research, a greater degree of objectivity is sought. The data analysis is usually carried out systematically and statistically in order to minimize personal bias.
It is important to note that qualitative and quantitative research are not dichotomous approaches, but are often combined to provide a more comprehensive understanding of a research area. This combination is called mixed methods research and can leverage the strengths of both approaches.