Quantitative research generates factual, reliable outcome data that are usually generalizable to some larger populations, and qualitative research produces rich, detailed and valid process data based on the participant's, rather than the investigator's, perspectives and interpretations (1).
The role of the researcher in qualitative research is to attempt to access the thoughts and feelings of study participants. This is not an easy task, as it involves asking people to talk about things that may be very personal to them.
Qualitative research allows us to recognise, investigate and challenge how our positions as clinicians and researchers affect outcomes. Within clinical trials, it can impact upon the data collected, its subsequent analysis, the results gained and their interpretation, and their usefulness in clinical practice.
Denzin and Lincoln (2000) claim that qualitative research involves an interpretive and naturalistic approach: “This means that qualitative researchers study things in their natural settings, attempting to make sense of, or to interpret, phenomena in terms of the meanings people bring to them” (p. 3).
Quantitative researchers measure tangible and invisible phenomena using numeric data, which they analyze in order to draw meaningful and possibly novel conclusions. Quantitative researchers may investigate virtually anything, from empathy to neurorehabilitation.
But it's also important to understand what qualitative research is – an approach used largely in the social sciences to explore social interactions, systems and processes. It provides an in-depth understanding of the ways people come to understand, act and manage their day-to-day situations in particular settings.
Quantitative data are measures of values or counts and are expressed as numbers. Quantitative data are data about numeric variables (e.g. how many; how much; or how often). Qualitative data are measures of 'types' and may be represented by a name, symbol, or a number code.
3:374:23How to Pronounce QUALITATIVE & QUANTITATIVE - YouTubeYouTubeStart of suggested clipEnd of suggested clipWe have qualitative qualitative qualitative and quantitative quantitative quantitative you can alsoMoreWe have qualitative qualitative qualitative and quantitative quantitative quantitative you can also say quantitative. If you want that's totally fine.
Qualitative research is an important first step in the market research process. In this guide, we'll share 7 qualitative research methods for understanding your user. Qualitative research is important for gaining a broad understanding of the underlying reasons and motivations behind consumer decisions.
As qualitative and quantitative studies collect different data, their data collection methods differ considerably. Quantitative studies rely on numerical or measurable data. In contrast, qualitative studies rely on personal accounts or documents that illustrate in detail how people think or respond within society.
Qualitative research involves the collection and analysis of narratives and/or open-ended observations through methodologies such as interviews, focus groups or ethnographies. The purpose of quantitative research is to generate knowledge and create understanding about the social world.
Revised on February 10, 2022. Qualitative research involves collecting and analyzing non-numerical data (e.g., text, video, or audio) to understand concepts, opinions, or experiences. It can be used to gather in-depth insights into a problem or generate new ideas for research.