Research Methodology: Understand qualitative vs quantitative research methods

Research-Methodology-Understand-qualitative-vs-quantitative-research-methods - jaro

Understanding the different research methodology types is essential for any marketer or researcher. Qualitative and quantitative research methods have very different goals and objectives, so it’s important to understand the difference between them  before starting a research project. In this blog post, we will explore qualitative vs quantitative research and how each one can be used to answer different questions. We’ll also cover some of the most popular types of qualitative and quantitative research techniques so you can find the right approach for your project.

What is quantitative research?

Quantitative research is a type of scientific research that deals with numerical data and hard facts. It is used to measure things like how often something happens, how many people are affected by something, or what the average response to something is. Quantitative research is often done using surveys or experiments.

What is qualitative research?

Qualitative research is a type of scientific inquiry that focuses on observed behaviour, emotions, and thoughts. It is used to gain an in-depth understanding of people’s experiences and perceptions. This type of research is usually undertaken through interviews, focus groups, or participant observation. Data analysis in qualitative research is typically done through inductive reasoning, meaning that patterns and themes are derived from the data itself.

Methods of collecting quantitative data

There are a variety of quantitative research methods. Here are a few major ones


Surveys are questionnaires that ask people about their opinions, experiences, knowledge or preferences. They are usually used to collect data for research purposes, such as understanding a population’s attitudes or beliefs about a particular topic. Surveys can be administered online, in person, over the phone or through the mail.


Observations in quantitative research refer to the process of collecting data and information by observing subjects in their natural setting. In this case, the environmental variables aren’t controlled. Observations are usually expressed as numbers that can be analyzed using statistical methods, such as means and standard deviations. These can help researchers understand patterns in behaviour or outcomes in order to better study a particular phenomenon.


An experiment is a quantitative research method conducted with the intention of gathering data and discovering new information. Experiments typically involve manipulating variables, collecting data, analyzing the results, and forming conclusions based on those results. They are used in various scientific fields to test hypotheses or determine cause-and-effect relationships.

Methods of collecting qualitative data

In qualitative research, the following methods are typically used to gather data:

Focus Groups

A focus group is a small, but representative, group of people who participate in a guided discussion about a particular topic. The purpose of a focus group is to obtain feedback and insights from a select group of individuals on a given topic.

Focus groups are often used in market research to gather opinions about products, services, or advertising campaigns.

When conducting focus groups, researchers usually follow a set protocol that includes moderating the discussion, asking predetermined questions, and taking detailed notes. The data collected from focus groups can be qualitative or quantitative in nature.


There are many different ways to collect qualitative data, but interviews are one of the most common methods. When conducting an interview, researchers ask open-ended questions in order to elicit detailed responses from participants. The interviewer then analyzes the responses in order to identify patterns and themes.

Interviews are particularly well suited for exploring people’s opinions, experiences, and motivations. They can be conducted in person or over the phone, and they can be recorded or transcribed for further analysis.


Ethnography is a qualitative research method that involves observing and interacting with people in their natural environment. The goal of ethnography is to understand the social, cultural, and/or psychological factors that influence how people think, feel, and behave. Ethnographic research often involves participant observation, in which the researcher becomes a part of the group being studied in order to more fully understand their culture and experiences.

How to choose between the two in a situation?

There are a few key factors to consider when trying to decide which research methodology is right for a given situation. The first is the type of data that is needed.

If thoughts, experiences or concepts are the focus, then qualitative research methods are appropriate. Conversely, if you require data to confirm some fact or hypothesis for sure, then quantitative research methods will be the right choice.

The second factor to consider is the time frame that is available for conducting the research. If there is a limited amount of time available, then quantitative research methods are usually going to be better because they tend to be less time-consuming. Qualitative research methods can take quite a bit longer since they often involve collecting and analyzing large amounts of data.

The next thing to consider is the budget that is available for conducting the research. Quantitative research methods tend to be more expensive than qualitative research methods, so cost is a major consideration.

Lastly, it is important to also see the size of the sample set. To gather data on large groups of people, quantitative data is more efficient when compared to qualitative data, which requires focus groups and elaborate interviews.

How An Executive MBA program by Dayananda Sagar University, Bengaluru (DSU) Can Hone Your Research Methodology Skills?

To keep up with the rapidly changing nature of the industry, Dayananda Sagar University offers this extensive Executive MBA program to help students evolve and thrive in the business world. This post-graduate program covers a lot of key general management topics such as Marketing Management, Managerial Economics, Corporate Finance, and even Research Methodology, where these two forms of data collection will be addressed in detail. Designed for entrepreneurs and intrapreneurs, the Executive MBA offers an edge to the students, giving them a distinct advantage over the competition. The cutting-edge program is taught by industry experts and leaders, culminating in a capstone project. So enroll in this program today to learn all about research methodology.


In conclusion, it is important to understand the difference between the two kinds of research methodology. Qualitative research can provide more in-depth insight into the topics of interest, while quantitative research methods can help researchers analyze data in order to make an informed decision or answer a specific question.

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