Differences Between Qualitative And Quantitative Research

basic decision to take before starting any research exercise is to decide whether to go for aquantitative research or qualitative research. In a lay man terms, quantitative research is themethod employed for measuring anything whereas qualitative research deals with thedescription and in depth analysis of a particular subject. Therefore, it can be easily inferredthat quantitative research methods include numbers, proportions and statistics and qualitativemethods include quotes, description and explanations pertaining to different phenomena’s. Ithas been observed that both of these methodologies have been used simultaneously in theresearch process.An important question that arises while a research is being carried out is the scope anddimensions

strict controls and since the researcher is unaware of his goal (which is not pre-determined),there is a very high probability of him going off-track. The nature of qualitative research issuch that it will always lead to non-conclusive results and not to precise results which willsurely affect the decision making practice.Quantitative tools are meant to remove any bias and their results are always some sort ofnumbers which can be subjugated to any sort of analysis and findings. There is only one truthwhich is vigorously proven through different techniques and derivations. On the contrary,qualitative tools are mostly open-ended and their results are specific texts describing oneproblem area. Qualitative tools fail to recognise general tools and pattern and therefore, theycannot be assigned to whole population for analysis.Being indifferent to emotions, cultures, values and traits is a key aspect of quantitativeresearch coupled with the removal of researched bias. A researcher cannot bring any bias astested models won’t accommodate any changes. Perversely, researcher bias and informationcollection bias is very evident in qualitative research.Quantitative research has a special application in product development and marketingresearch as it’s used for confirming findings and concluding results. For example, customervisits can be conducted which may result in revealing some unmet needs of customers. Then,a larger group of customers can be surveyed with specific inputs on particular aspects of theproduct. This will help you catch the factor that is the cause of concern.In its true sense, quantitative research looks to focus on how people think, act or feel about aparticular thing as opposed to why they think, act or feel about the same thing. This sort ofresearch encompasses huge sample sizes often peaking to 100k respondents (example is ACNielsen’s Survey). This sample can constitute of respondents belonging to different culturesand customs but they are asked same