survey research qualitative or quantitative

When are surveys qualitative or quantitative research: Learn the difference!

• December 9, 2019

Are surveys qualitative or quantitative methods of data collection?

What is a qualitative survey, what types of survey questions are analyzed qualitatively, benefits of using a qualitative survey, types of a survey questionnaire in qualitative research, what is a quantitative survey, benefits of using a quantitative survey, an example of a survey with quantitative data, qualitative versus quantitative survey question examples, when to use qualitative versus quantitative research.

If you are new to the world of creating surveys, you might have a few questions about what a survey is and the different types. At SurveyPlanet, we give you the tools you need to create any survey. We also want to help you understand how to create better surveys that serve your distinct purposes.

Interested in finding out when a survey is a part of qualitative versus quantitative research?

What is a survey and how to know if it is qualitative or quantitative?

A survey is a method of gathering information from a select sample of people. Responses can be used to gain insights and data that enable drawing conclusions about a subject. The sample size of a survey represents a larger population and there are two different types of research: qualitative and quantitative. The type of research determines which kind of questions to ask.

A survey can be qualitative or quantitative. If you create a questionnaire with answer options using a scale then it is quantitative. If you have questions that require detailed responses then it is qualitative. Mixed-method surveys involve both.

A qualitative survey collects data in order to describe a topic. In other words, the survey is more interested in learning about opinions, views, and impressions than numerical data. Qualitative surveys are less structured and offer insights into the way people think, their motivations, and attitudes toward a topic. Such surveys are more difficult to analyze but can supply much-needed depth to research. Qualitative surveys give answers to “why” and “how.”

Many of the most powerful surveys are qualitative. They collect data that enables an understanding of people’s attitudes, motivations, and experiences. Qualitative surveys provide a deeper level of insight into consumer behavior and preferences than quantitative surveys.

Qualitative research survey questions examples

Qualitative questions are a useful research method when the goal is describing certain phenomena rather than getting an exact answer. Therefore, instead of sitting down one-on-one with participants, survey questions have a short-answer box that respondents can use to express themselves. Qualitative research questions are open-ended and are useful for market research and other data collection purposes.

Read our “ How to Analyze Survey Data: Learn What to Do With Survey Responses? “ to optimize data collection and analysis.

For the most part, qualitative surveys are completely exploratory. Their main purpose is to understand the way a targeted group thinks—its opinions and attitudes about a particular topic. During the analysis phase, every word written by respondents can be analyzed to form a hypothesis.

Although this type of survey is great for learning more about personal opinions, it’s best suited for a small sample size. Conclusions aren’t necessarily representative of the targeted group, and instead only a small portion of it.

Despite small sample sizes, qualitative surveys are essential for identifying weak points in business operations. Once identified, create related questions to include in a quantitative survey, which often are not carried out without doing qualitative research beforehand.

Examples of qualitative research surveys

There are many different ways to use qualitative research, with qualitative questions often used in interviews that collect data from one person about one topic. If the plan is to send a qualitative research survey to employees about job satisfaction or company culture, interviewing a few employees first is a good start. This way, you have an idea of what topics to bring up as well as possible follow-up questions. Think of qualitative surveys as a way to gain insight that will help in the creation of a comprehensive quantitative survey down the line.

Another example of qualitative research is a case study, which is like interviews in that they collect data from one source and are primarily focused on opinions. If you want to use a case study as a marketing tool to attract more customers, conduct a one-on-one interview and ask participants a series of questions about your business that can be showcased on your website.

Expert opinions are another example of qualitative research in which an expert weighs in on a topic. Again, this is a way to gather insights from a single source about a specific topic.

Yet another example of qualitative research is focus groups, where A small sample size is asked for opinions on a certain subject. Focus groups allow the reactions of individuals to be gauged in a free-flowing setting. This is a great way to test a new product or marketing strategy.

You can also collect the same type of information by conducting a qualitative survey.

A quantitative survey collects facts and numbers from respondents. It’s most commonly used to prove or disprove a hypothesis after completing qualitative research. The analysis phase looks at the statistical data to draw conclusions, such as proving or disproving a specific hypothesis. Choosing the right type of survey to distribute depends on the ultimate goal of the research.

There are several benefits to using quantitative surveys to collect data. For one, they allow the testing and substantiation of conclusions previously developed. The analysis phase is usually straightforward since it involves looking at numbers. Short, written answers do not need to be analyzed. There are no opinions or detailed answers involved.

On the flip side, quantitative surveys aren’t always ideal because a large sample size is required to come to a credible conclusion. For example, a survey sent to 100 people to sample the operations of a business with millions of customers is not credible. It’s safe to say that the answers of 100 participants won’t represent the entire customer base. Read about analyzing survey data correctly here .

Quantitative research can be conducted by carrying out one of two types of surveys. The first is a cross-sectional survey, which gives multiple variables to analyze during a particular time period. It’s most common in the health care, retail, and small to medium-sized enterprise (SME) industries.

The other type is a longitudinal survey. This type of survey is commonly conducted over a certain amount of time, anywhere from days to years. The purpose is to observe changes in behavior or thought processes over time. For example, the buying habits of a teenager can be tracked through their adult years. This type of survey is ideal for long-term feedback on services or products, or when a certain sequence of events is important.

To sum up and better illustrate the theme, we prepared a table with quantitative and qualitative survey question examples that will aid in the writing of an excellent survey.

So, when do you use a qualitative survey as opposed to a quantitative survey? Use qualitative research when the main objective is to understand respondents’ motivations and opinions or gather insights with which to create a hypothesis. Use quantitative research to measure findings from qualitative research. The data gathered from quantitative research will usually allow for a conclusion to be drawn, while qualitative research only allows for the development of a hypothesis.

If you’re ready to test out either qualitative or quantitative research, it’s time to create a survey and get started. SurveyPlanet has many different themes and pre-made surveys to help. Sign up for a free account today! If you want to gather more insights and further expand your research, our Pro plan gives access to even more features (such as question branching).

Photo by John Schnobrich on Unsplash

Are Surveys Quantitative or Qualitative?

Researchers and marketers collecting data through surveys typically break down their results into two different categories: quantitative data and qualitative data. So what is the difference between each form of data? When should you use quantitative surveys over qualitative surveys, and vice versa? In this blog, we look at the similarities and differences between qualitative and quantitative data and how they are both useful for data research and analysis.

Create your quantitative or qualitative survey, form, poll, or questionnaire now!

The Difference Between Quantitative and Qualitative Research

So are surveys qualitative or quantitative? The answer is, they can be both! Author and professor KR Howe writes, “Researchers should forge ahead with what works. Truth is a normative concept, like good. Truth is what works.” So, here’s a look at the two types of data in survey design so you can decide which is best for you (or take a mixed method approach and use both).

What Is Quantitative Research?

Quantitative data refers to information that can be quantified, in other words, it can be counted or measured, and given a numerical value. Quantitative research is expressed in numbers and graphs and is typically used to establish general facts about a topic. The most common quantitative methods include:

• Experiments: Situations in which researchers control and manipulate variables to determine cause-and-effect relationships.
• Observations: Observing subjects naturally without controlling variables. These observations are recorded as numbers.
• Surveys: Close-ended or multiple choice questions that are sent to a sampling of the population or a target audience.

What is Qualitative Research?

Qualitative data focuses on the qualities of users, in other words, it looks to understand the “why” behind the numbers. Qualitative research is expressed in words and is typically used to understand ideas, thoughts, or experiences. The most 

common qualitative methods include:

• Interviews: Verbally asking open-ended questions to respondents.
• Focus groups: Discussion amongst a group of people about a topic, usually hosted by an interviewer or moderator.
• Ethnography: Becoming involved in a community or organization for an extended period of time to observe culture and behavior. These observations are recorded as words.
• Literature review: Survey of published works by other authors.
• Surveys: Open-ended questions that are sent to a sampling of the population or a target audience.

Quantitative vs Qualitative Research

Here is a handy guide on quantitative vs qualitative research that will help you in your studies and survey research design.

Quantitative and Qualitative Research Methods

Here are a few examples of each type of research method along with examples of quantitative and qualitative questions.

Quantitative Survey Method

You survey 300 patients at a hospital and ask them questions such as: “On a scale from 1-5, how satisfied are you with the level of care you received?” or “Yes or No: Would you return to this hospital for future medical needs?”

You then perform statistical analysis on the data and draw conclusions such as: “On average, patients rated their level of care a 3.8” or “On average, most patients would return for future medical care.”

Results from quantitative surveys are routinely reported in graphs and tables. Software applications can be used to calculate things like:

• Average scores
• The number of times a specific answer was chosen
• The correlation or causation between two or more variables
• The reliability and validity of the results

Qualitative Survey Method

You survey 20 patients and ask them open-ended questions such as: “How satisfied are you with your level of care?”, “What is the most positive aspect of your stay with us?”, and “What can be done to improve stays for future patients?”

Qualitative data is more difficult to analyze than quantitative data since answers are text-based. Based on the answers, your analysis may do any of the following:

• Track the occurrence, position, and meaning of words or phrases
• Examining the data to identify the common themes and patterns
• Study how communication works in social contexts

Mixed Survey Methods

Quantitative data and qualitative data can often work together. Close-ended questions can yield some hard facts, while open-ended questions can delve deeper. In fact, most surveys employ both, asking a series of close-ended questions followed by an open-ended question where the respondent can elaborate on their answers.

How to Ask Quantitative and Qualitative Survey Questions

Here are some of the types of questions to ask on your next survey.

Quantitative Survey Questions

• Single Selection: Allows respondents to choose just one option from a list of possible choices. 
• Multiple Selection: Allows respondents to choose as many options as they want from a list of possible choices.
• Dropdown: Presents options in a dropdown menu.
• Matrix: These typically consist of a column of questions to the left and a row of answers across the top. SurveyLegend has created a unique type of matrix survey designed to improve response by making respondents scroll with every answer. Learn more about matrix questions .
• Opinion Scale: Also known as a Likert scale , this question type is an easy way to get quick insights into where respondents fall on a rating scale for a given topic.
• NPS: Also known as Net Promoter Score , a ranking from 1 to 10 to help researchers determine how happy a respondent is and how likely they are to recommend friends or colleagues.
• Rating: Using stars to convey satisfaction levels, just like a Google review.
• Sliders: An interactive survey tool that allows respondents to rate their input on a sliding scale.
• Emojis: Using faces to convey satisfaction levels.
• Thumbs: Using thumbs up or down to convey satisfaction levels.
• Picture Selection: A great way to engage respondents, image surveys provide visual appeal and allow respondents to answer by selecting a picture or photo.
• Picture Ranking: Rather than selecting a picture, this allows respondents to rank them through a drag and drop method.

Quantitative Survey Example

Qualitative Survey Questions

Qualitative questions are open-ended, so there aren’t many options when asking them. Respondents can be asked to leave comments in a text box or comment box, or multiple text boxes can be used. Respondents can also type in their own numbers, making this type of question both qualitative and quantitative.

In research, both quantitative and qualitative survey design is important. In fact, many researchers employ both types of questions to collect as much data as possible, known as the “mixed method approach.” Whether you plan to create a quantitative survey, a qualitative survey, or a combination of the two, SurveyLegend has you covered! Our surveys are fun and easy to create, allowing you to ask many different types of questions and add imagery to your surveys. We also do a lot of data analysis for you! So what are you waiting for? Start today with SurveyLegend!

Do you regularly conduct surveys? Do you usually collect qualitative data, quantitative data, or a mixture of both? Which form of data do you find most helpful? Let us know in the comments.

Create your free quantitative or qualitative survey, form, poll, or questionnaire now!

Frequently Asked Questions (FAQs)

Quantitative data is quantifiable, meaning you can count or measure it using a numerical value. Qualitative data focuses on the qualities of users, i.e., it looks to understand the “why” behind the numbers through words.

Quantitative surveys ask close-ended or multiple choice questions for easy analysis. Qualitative surveys ask open-ended questions in which respondents write in their answers, which makes analysis more difficult. Most surveys use both methods.

A quantitative question is close-ended, often using multiple choice or scaled questions, e.g. On a scale of 1-10, how important is travel to you? A qualitative question is open-ended, e.g. What do you like best about traveling?

Which is better, qualitative or quantitative research?

Neither is “better” as both have a purpose in research. Often, you can use both methods and perform the “mixed method approach.”

Jasko Mahmutovic

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• Qualitative vs Quantitative Survey Questions

Quantitative vs Qualitative survey questions

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Research is developed using quantitative and qualitative research methods to gain a complete understanding of the target audience’s needs, challenges, wants, willingness to take action, and more. However, the right time to use either method (or use both together) can vary depending on your research goals and needs. 

Difference between Quantitative and Qualitative Research

Quantitative research is about collecting information that can be expressed numerically. Researchers often use it to correlate data about specific demographics, such as Gen Z being more likely to focus on their finances than Millennials . Quantitative research is usually conducted through surveys or web analytics, often including large volumes of people to ensure trends are statistically representative . 

Even when the survey audience is very large, quantitative research can be targeted towards a specific audience, usually determined by demographic information such as age, gender, geographic location.

Qualitative research focuses on personalized behavior, such as habits or motivations behind their decisions. This can be gathered through contextual inquiries or interviews to learn more about feelings, attitudes, and habits that are harder to quantify but offer important additional context to support statistical data.

When quantitative and qualitative research are paired, a complete set of data can be gathered about the target audience’s demographics, experience, attitudes, behaviors, wants and needs.

Benefits of Quantitative Survey Questions

Quantitative survey questions are an excellent starting point in market research, allowing a researcher to “take the temperature” of a population to ensure there is a want or need for a product or service before investing in expensive qualitative research.

Reaching bigger, broader audiences

Quantitative survey questions are best for gathering broad insights and developing basic profiles, validating assumptions about an unknown (or little known) audience. 

Mobile survey compatibility

Mobile survey environments are especially effective when closed-ended quantitative survey questions are used, as they allow for the optimal respondent experience . 

Statistical accuracy

Quantitative surveys are ideal when working with a control group or when there is a need for the statistical representation of a population. They can be deployed broadly and results weighted for statistical accuracy after the survey is complete.

Benefits of Qualitative Survey Questions

Qualitative survey questions aim to gather data that is not easily quantified such as attitudes, habits, and challenges. They are often used in an interview-style setting to observe behavioral cues that may help direct the questions.

Gaining context

Qualitative survey questions tend to be open-ended and aim to gather contextual information about particular sets of data, often focused on the “why” or “how” reasoning behind a respondent’s answer. 

Unexpected answers

The open-ended nature of qualitative survey questions opens up the possibility to discover solutions that may not have been presented in a traditional quantitative survey. Allowing respondents to express themselves freely may reveal new paths to explore further.

Examples of Quantitative Survey Questions

Quantitative survey questions are used to gain information about frequency, likelihood, ratings, pricing, and more. They often include Likert scales and other survey question types to engage respondents throughout the questionnaire. 

How many times did you use the pool at our hotel during your stay?

• 4 or more times

How likely are you to recommend this service to a friend?

• Very likely
• Somewhat likely
• Somewhat unlikely
• Very unlikely

Please select your answer to the following statement: “It’s important to contribute to a retirement plan.”

• Strongly agree
• Somewhat agree
• Somewhat disagree
• Strongly disagree

Examples of Qualitative Survey Questions

Qualitative survey questions aim to extract information that is not easily quantifiable such as feelings, behaviors, and motivations for making a choice. By asking open-ended questions, and following up with “why?”, respondents are given the freedom to express what led them to these decisions. A technique called the Five Whys is commonly used to determine cause-and-effect correlation. Some examples of qualitative survey questions are:

How would you improve your experience?

Describe the last time that you purchased an item online.

Why did you choose to take public transportation to the airport?

When you should use Quantitative and Qualitative Survey Questions

Whether or not you should use quantitative or qualitative survey questions depends on your research goals. Most often, both kinds are needed during different phases of a research project to create a complete picture of a market need, user-base, or persona.

When to use quantitative survey questions

• Initial research. Because quantitative research is typically less expensive or time-intensive than qualitative, it’s always best to begin with quantitative surveys. These can help ensure a research project is defined for the right target audience before investing in qualitative insights.
• Statistical data. Statistically accurate data, such as that which can be mapped to the census, can be collected through quantitative survey questions. This is ideal for ensuring an accurate sample in polling and national surveys.
• Broad insights. Quantitative survey questions are ideal for gaining a 10,000-foot view of a market to determine needs, wants, and desire for a product or service based on demographic data that will help shape product development or marketing campaigns.
• Quantifiable behaviors. Behavior such as how often a person visited a website page, how likely they are to purchase an item, or how much they are willing to pay for a product or service are all behavioral insights than can be gathered through quantitative survey questions.
• Mobile survey environments. Data quality can be impacted by the survey distribution method. Because mobile devices are hand-held and mobile audiences are on the go, quantitative survey questions that offer limited answer choices and quick responses tend to yield better data quality than open-ended responses that involve typing and more concentration.

When to use qualitative survey questions

• Gain context about quantifiable data. Research that begins with quantitative data might reveal an unexpected trend that requires further inquiry among a certain group.
• Understand hard-to-quantify behaviors. Thoughts, opinions, beliefs, motivations, challenges, and goals can be uncovered through qualitative research questions.
• Persona development. Personas are tools used by designers, marketers, and other disciplines to create and sell products to people based on specific motivations and interests. While these often include demographic information based on quantitative research, challenges and needs are uncovered through qualitative methods.
• Conversational environments. Focus groups and interviews are ideal places to conduct qualitative research. Disciplines like psychology and user experience research rely heavily on qualitative questions to uncover motivations and reasoning behind certain behaviors.

It is ideal to use a mix of both quantitative and qualitative methods to supplement gaps in data. These methods can be iterative and conducted at different points throughout a research project to follow up and verify different insights gathered from either method. Using both quantitative and qualitative survey questions is the best way to holistically understand audience segments.

Frequently asked questions

Are quantitative survey questions good for market research.

Quantitative survey questions are an excellent starting point in market research, allowing a researcher to determine if there is a want or need for a product or service before investing in expensive qualitative research.

What are quantitative survey questions?

What are qualitative survey questions.

Qualitative survey questions gather data that is not easily quantified such as attitudes, habits, and challenges. They are often used in an interview-style setting to observe behavioral cues that may help direct the questions.

How do qualitative and quantitative questions differ?

Quantitative survey questions are used in initial research, defining a research project for the right target audience. Qualitative questions are often open-ended and help answer "why” and gain context about quantifiable data and understand hard-to-quantify behaviors.

Can quantitative research be used towards a specific audience when the survey audience is large?

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Qualitative vs Quantitative Data in Surveys: What’s Better?

Deciding whether to collect customer data through stories (qualitative data) or numbers (quantitative data) can be tricky. 

Many researchers and marketers find themselves stuck between the detailed insights of qualitative data and the clear, measurable facts of quantitative data. 

It then creates a big debate about which method, qualitative vs quantitative, is better for surveys. 

Let’s talk about it!

What is qualitative data?

Qualitative data refers to non-numerical information gathered through methods like interviews, focus groups, and open-ended questions in surveys. 

➡️ GOAL : providing in-depth insights into human behavior, motivations, and attitudes. It gives a better understanding of the subject matter.

What is quantitative data?

Quantitative data consists of numerical information that can be measured and analyzed statistically. It is collected through methods such as surveys with closed-ended questions , experiments, and observations

➡️ GOAL: providing a broad overview of trends and patterns across a large sample.

When to use qualitative data in research?

Have you got doubts about that? Let’s clear them.

Exploring new phenomena

When conducting research in areas where little is known, qualitative data collection methods are invaluable. 

They let researchers gather qualitative insights through open-ended questions, focus groups, and interviews . It also provides a rich, detailed understanding of the subject matter. 

Useful in: qualitative studies exploring concepts, behaviors, or experiences in depth, offering a foundation for further quantitative research.

However, you won’t gather the data effectively without a robust tool for that. Surveylab provides many question types suitable for collecting both: qualitative and quantitative data. 

For example: open-ended questions, single choice, multiple choice, matrix, numeric / slider, NPS , and more.

Other Surveylab’s superpowers:

• multi-language surveys , 
• dedicated customer and domain support ,
• ideal for mobile surveys  
• integrations with other tools ( CRM, eShop, BI / DWH)

Check out pricing and other features .

Understanding contexts and complexities

Qualitative research shines when the goal is to understand the context behind behaviors, decisions, or perceptions. 

Through methods like thematic analysis and discourse analysis , qualitative researchers can interpret non-numerical data to uncover patterns and meanings that numerical data cannot reveal. 

Useful in: fields like sociology or anthropology, where the nuances of human interaction and culture are central.

Developing concepts and theories

In the early stages of research, particularly when developing theories or concepts, qualitative data provides the depth and flexibility needed to form hypotheses.  

Useful in: collecting data from focus groups or in-depth interviews to build theoretical frameworks that explain how and why certain phenomena occur.

Gaining user or customer insights

For businesses and designers, qualitative research offers a pathway to deep user or customer insights. 

Gathering qualitative data through user interviews, customer feedback, or focus groups helps understand users’ needs, preferences, and pain points.

Useful in: developing new products, services, or features that closely meet customer expectations and improve the overall user experience.

Evaluating social programs

Qualitative data is essential for evaluating the impact of social programs or interventions. 

Unlike quantitative data, qualitative feedback from participants provides insights into how and why a program succeeded or failed. 

This can include participants’ personal stories, experiences, and perceptions. 

Useful in: comprehensive view of the program’s effectiveness and areas for improvement.

When to use quantitative data in research

As it’s a different approach, you need to know when to use quantitative data.

Measuring variables quantitatively

Quantitative research is the go-to when the objective is to measure variables and analyze numerical data statistically. 

The approach is suited for studies that require quantitative data collection methods like surveys with closed-ended questions or experiments where numerical values can be assigned to outcomes. 

Useful in: fields like psychology or economics, where researchers seek to quantify behaviors, attitudes, or conditions.

Testing hypotheses or theories

When researchers want to test hypotheses or validate theories , quantitative research methods provide the rigor and structure needed. 

Through controlled experiments and statistical analyses , quantitative data allows for hypothesis testing. It enables researchers to draw conclusions based on empirical evidence. 

Useful in: establishing causal relationships and validating theoretical models.

Identifying trends and patterns

Using statistical analysis and descriptive statistics , researchers can analyze quantitative data to uncover significant trends, correlations, or differences within the data. 

Useful in: market research, epidemiology, and other fields where understanding broad patterns is essential.

Generalizing findings to a larger population

Quantitative research methods, particularly those involving a random sample , are designed to generalize findings from a sample to a larger population. 

Useful in: researching broad inferences about a group’s behaviors, attitudes, or characteristics, ensuring that the conclusions drawn are statistically significant and representative.

Comparing groups or conditions

Through quantitative analysis, researchers can use numerical data to conduct comparative studies, and employ statistical analyses to determine if significant differences exist between groups. 

Useful in: clinical trials, educational research, and any study where comparing outcomes is key.

Qualitative and quantitative data: key differences

To make things clearer, we’ve compiled a list of key differences, with a quick explanation.

Nature of data

✔️ Qualitative research focuses on textual data, gathering qualitative data through methods like interviews and focus groups. All to gain insights into the subjective nature of human experiences. 

✔️ Quantitative research deals with numeric data, employing quantitative data collection methods to gather numerical values that can be analyzed using inferential statistics.

Analysis methods

✔️ Qualitative data analysis involves interpreting non-numerical data, often through thematic or content analysis, to uncover patterns and meanings. 

✔️ Quantitative analysis , however, relies on statistical analyses to test hypotheses and draw conclusions based on numerical data, using descriptive and inferential statistics to quantify relationships and differences.

Research aims and objectives

✔️ Qualitative research aims to explore the depth, meaning, and complexity of phenomena. It focuses on the subjective interpretation of data to provide in-depth insights. 

✔️ Quantitative research seeks to quantify variables and generalize findings from a sample to a larger population. The goal is to identify trends, test theories, and establish causal relationships.

📚 Read: how to analyze survey data and best practices for that .

Approach to data collection

✔️ Qualitative researchers gather qualitative data through open-ended questions and discussions. Understanding the participants’ context and perspectives is the goal.

✔️ Quantitative researchers , on the other hand, collect data through structured methods like surveys and experiments. Here, the focus is on generating quantifiable evidence that can be statistically analyzed.

Role of the researcher

✔️ In qualitative research , the researcher often plays a more active role in interpreting data, with a focus on analyzing qualitative insights and the subjective experiences of participants. 

✔️ Quantitative researchers maintain a more detached stance, focusing on objective measurement and analysis to ensure that the findings are not influenced by the researcher’s biases.

📚 Read: what is non-response bias and why it matters?

Key similarities of qualitative and quantitative data collecting methods

As those two methods differ, there are also similarities.

Objective of understanding

Both qualitative and quantitative research share the objective of understanding human behavior, social phenomena, or specific research questions.  

Whether through qualitative or quantitative data, both approaches aim to gain insights into their respective areas of study, contributing valuable knowledge to the field.

Use of mixed methods

Another similarity is the increasing use of mixed methods, combining qualitative and quantitative research in a single study . 

The approach uses the strengths of both methods to provide a more comprehensive understanding of research questions, It allows researchers to explore complex issues with both depth and breadth.

Importance of rigorous data collection

They emphasize the importance of rigorous data collection processes . 

When collecting qualitative or quantitative data, they ensure that the data is reliable and valid so they can make accurate conclusions.

Contribution to knowledge

These research methods contribute to the expansion of knowledge within various fields . 

They explore new concepts and test theories. They also help to fill gaps in understanding, contributing to the development of new theories and practices.

Ethical considerations

Both qualitative and quantitative research are bound by ethical considerations. They ensure the research is conducted responsibly and with respect for participants . 

For example: obtaining informed consent, ensuring confidentiality, and minimizing any potential harm to participants. All to highlight the shared values and standards that guide research practices across methodologies.

📚 Read: 10 tricks to help you build better surveys

How to tackle qualitative vs quantitative in surveys – best practices

Do you feel quite overwhelmed? Check out our tips!

Balancing qualitative and quantitative questions

Start with quantitative data questions to get statistical insights, then use qualitative questions to explore respondents’ thoughts and feelings in more depth. 

It’s a balanced approach that combines numerical value with subjective insights for a deeper understanding.

Designing effective qualitative questions

When crafting qualitative questions, go for open-ended questions that encourage detailed responses. Use qualitative research methods like thematic analysis to identify patterns and themes in the responses. 

You can gain a deeper understanding of the numbers and their context by understanding the nuances behind them.

Utilizing quantitative data for broad insights

Quantitative questions should be designed to collect numeric data that can be easily analyzed through statistical analysis. We can use this quantitative data to catch the trends, patterns, and general behaviors across a large sample. 

Leveraging descriptive statistics and quantitative data analysis, researchers can quantify attitudes and opinions. They get a broad overview of the study population.

Analyzing qualitative data thoroughly

Qualitative data analysis requires a detailed approach to interpreting open-ended responses. Techniques such as qualitative analysis and thematic analysis help researchers to explore textual data, uncover underlying meanings and gain qualitative insights. 

I t’s essential to understand the “why” behind the numbers in quantitative data.

Applying statistical analyses to quantitative data

For quantitative data, employ statistical analyses to validate findings and draw conclusions. Data patterns can be summarized using descriptive statistics and inferential statistics. 

Then, you may get robust and reliable results for both quantitative and qualitative research.

Leveraging mixed methods for comprehensive insights

Adopt a mixed methods approach that combines qualitative and quantitative research – it’s a way for enriched data collection and analysis. 

Researchers then can explore a topic through qualitative data and then measure those findings with quantitative data, or vice versa. 

Ensuring quality in data collection methods

High-quality data collection is vital, no matter if the focus is on qualitative or quantitative data. Reliable data collection methods, such as: 

• carefully designed surveys and focus groups for qualitative data, 
• and structured questionnaires for quantitative data, 

Provide the research findings with validity and reliability.

Navigating the advantages and disadvantages

Understanding the advantages and disadvantages of qualitative vs quantitative research is key to choosing the right approach for your study. 

While qualitative studies offer depth and detail, quantitative studies provide breadth and generalizability. 

When deciding how to tackle their survey design for optimal results, researchers should consider: 

• their research goals, 
• the nature of the data, 
• and the intended analysis methods 

Source: Designs.ai

Key takeaways

• Combining quantitative and qualitative data in surveys provides a comprehensive understanding of research topics.
• Quantitative data refers to numerical information that can be statistically analyzed for broad insights.
• Qualitative methods involve open-ended questions that explore participants’ thoughts and experiences in depth.
• A quantitative researcher focuses on collecting and analyzing numerical data to identify trends and patterns.
• Gap analysis can benefit from both quantitative and qualitative data to identify and address discrepancies between current and desired states.
• Nursing research often utilizes both qualitative and quantitative studies to improve patient care and healthcare practices.
• Developing strong research skills is essential for effectively designing and conducting mixed-methods research.
• Focus group discussions are a valuable qualitative method for gathering detailed feedback and insights.
• A quantitative study aims to quantify variables and often uses statistical methods to test hypotheses.
• A qualitative study seeks to understand the meaning, characteristics, and descriptions of phenomena, providing rich, detailed insights.

Conclusion on qualitative and quantitative research

Mastering the blend of quantitative and qualitative research is super important to unlocking deeper insights.

Crunching numbers for clear trends? Diving into discussions for nuanced understanding? Each method offers its own strengths. 

As you refine your research skills, remember: the best insights come from combining the clarity of quantitative data with the depth of qualitative analysis. 

Now, it’s your turn to take these strategies and turn them into actionable insights. And it wouldn’t be smooth without the surveying tool. Sign up for SurveyLab , and make data collection a breeze.

FAQ on qualitative vs quantitative data

Do you have any questions? Check out our answers.

Qualitative data includes non-numerical information from interviews, focus groups, and open-ended survey questions. It helps understand human behavior and attitudes deeply.

Quantitative data consists of numerical information from surveys, experiments, and observations, useful for analyzing trends and patterns.

They should use qualitative data to explore new topics deeply, understand complex issues, or when developing new theories and concepts.

Quantitative data helps measure variables, test hypotheses, and generalize findings to larger populations through statistical analysis.

Mixed methods combine the strengths of both qualitative and quantitative approaches, providing comprehensive insights into research topics.

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• Qualitative vs Quantitative Research | Examples & Methods

Qualitative vs Quantitative Research | Examples & Methods

Published on 4 April 2022 by Raimo Streefkerk . Revised on 8 May 2023.

When collecting and analysing data, quantitative research deals with numbers and statistics, while qualitative research  deals with words and meanings. Both are important for gaining different kinds of knowledge.

Common quantitative methods include experiments, observations recorded as numbers, and surveys with closed-ended questions. Qualitative research Qualitative research is expressed in words . It is used to understand concepts, thoughts or experiences. This type of research enables you to gather in-depth insights on topics that are not well understood.

Table of contents

The differences between quantitative and qualitative research, data collection methods, when to use qualitative vs quantitative research, how to analyse qualitative and quantitative data, frequently asked questions about qualitative and quantitative research.

Quantitative and qualitative research use different research methods to collect and analyse data, and they allow you to answer different kinds of research questions.

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Quantitative and qualitative data can be collected using various methods. It is important to use a data collection method that will help answer your research question(s).

Many data collection methods can be either qualitative or quantitative. For example, in surveys, observations or case studies , your data can be represented as numbers (e.g. using rating scales or counting frequencies) or as words (e.g. with open-ended questions or descriptions of what you observe).

However, some methods are more commonly used in one type or the other.

Quantitative data collection methods

• Surveys :  List of closed or multiple choice questions that is distributed to a sample (online, in person, or over the phone).
• Experiments : Situation in which variables are controlled and manipulated to establish cause-and-effect relationships.
• Observations: Observing subjects in a natural environment where variables can’t be controlled.

Qualitative data collection methods

• Interviews : Asking open-ended questions verbally to respondents.
• Focus groups: Discussion among a group of people about a topic to gather opinions that can be used for further research.
• Ethnography : Participating in a community or organisation for an extended period of time to closely observe culture and behavior.
• Literature review : Survey of published works by other authors.

A rule of thumb for deciding whether to use qualitative or quantitative data is:

• Use quantitative research if you want to confirm or test something (a theory or hypothesis)
• Use qualitative research if you want to understand something (concepts, thoughts, experiences)

For most research topics you can choose a qualitative, quantitative or mixed methods approach . Which type you choose depends on, among other things, whether you’re taking an inductive vs deductive research approach ; your research question(s) ; whether you’re doing experimental , correlational , or descriptive research ; and practical considerations such as time, money, availability of data, and access to respondents.

Quantitative research approach

You survey 300 students at your university and ask them questions such as: ‘on a scale from 1-5, how satisfied are your with your professors?’

You can perform statistical analysis on the data and draw conclusions such as: ‘on average students rated their professors 4.4’.

Qualitative research approach

You conduct in-depth interviews with 15 students and ask them open-ended questions such as: ‘How satisfied are you with your studies?’, ‘What is the most positive aspect of your study program?’ and ‘What can be done to improve the study program?’

Based on the answers you get you can ask follow-up questions to clarify things. You transcribe all interviews using transcription software and try to find commonalities and patterns.

Mixed methods approach

You conduct interviews to find out how satisfied students are with their studies. Through open-ended questions you learn things you never thought about before and gain new insights. Later, you use a survey to test these insights on a larger scale.

It’s also possible to start with a survey to find out the overall trends, followed by interviews to better understand the reasons behind the trends.

Qualitative or quantitative data by itself can’t prove or demonstrate anything, but has to be analysed to show its meaning in relation to the research questions. The method of analysis differs for each type of data.

Analysing quantitative data

Quantitative data is based on numbers. Simple maths or more advanced statistical analysis is used to discover commonalities or patterns in the data. The results are often reported in graphs and tables.

Applications such as Excel, SPSS, or R can be used to calculate things like:

• Average scores
• The number of times a particular answer was given
• The correlation or causation between two or more variables
• The reliability and validity of the results

Analysing qualitative data

Qualitative data is more difficult to analyse than quantitative data. It consists of text, images or videos instead of numbers.

Some common approaches to analysing qualitative data include:

• Qualitative content analysis : Tracking the occurrence, position and meaning of words or phrases
• Thematic analysis : Closely examining the data to identify the main themes and patterns
• Discourse analysis : Studying how communication works in social contexts

Quantitative research deals with numbers and statistics, while qualitative research deals with words and meanings.

Quantitative methods allow you to test a hypothesis by systematically collecting and analysing data, while qualitative methods allow you to explore ideas and experiences in depth.

In mixed methods research , you use both qualitative and quantitative data collection and analysis methods to answer your research question .

The research methods you use depend on the type of data you need to answer your research question .

• If you want to measure something or test a hypothesis , use quantitative methods . If you want to explore ideas, thoughts, and meanings, use qualitative methods .
• If you want to analyse a large amount of readily available data, use secondary data. If you want data specific to your purposes with control over how they are generated, collect primary data.
• If you want to establish cause-and-effect relationships between variables , use experimental methods. If you want to understand the characteristics of a research subject, use descriptive methods.

Data collection is the systematic process by which observations or measurements are gathered in research. It is used in many different contexts by academics, governments, businesses, and other organisations.

There are various approaches to qualitative data analysis , but they all share five steps in common:

• Prepare and organise your data.
• Review and explore your data.
• Develop a data coding system.
• Assign codes to the data.
• Identify recurring themes.

The specifics of each step depend on the focus of the analysis. Some common approaches include textual analysis , thematic analysis , and discourse analysis .

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Qualitative vs Quantitative Research Methods & Data Analysis

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What is the difference between quantitative and qualitative?

The main difference between quantitative and qualitative research is the type of data they collect and analyze.

Quantitative research collects numerical data and analyzes it using statistical methods. The aim is to produce objective, empirical data that can be measured and expressed in numerical terms. Quantitative research is often used to test hypotheses, identify patterns, and make predictions.

Qualitative research , on the other hand, collects non-numerical data such as words, images, and sounds. The focus is on exploring subjective experiences, opinions, and attitudes, often through observation and interviews.

Qualitative research aims to produce rich and detailed descriptions of the phenomenon being studied, and to uncover new insights and meanings.

Quantitative data is information about quantities, and therefore numbers, and qualitative data is descriptive, and regards phenomenon which can be observed but not measured, such as language.

What Is Qualitative Research?

Qualitative research is the process of collecting, analyzing, and interpreting non-numerical data, such as language. Qualitative research can be used to understand how an individual subjectively perceives and gives meaning to their social reality.

Qualitative data is non-numerical data, such as text, video, photographs, or audio recordings. This type of data can be collected using diary accounts or in-depth interviews and analyzed using grounded theory or thematic analysis.

Qualitative research is multimethod in focus, involving an interpretive, naturalistic approach to its subject matter. This means that qualitative researchers study things in their natural settings, attempting to make sense of, or interpret, phenomena in terms of the meanings people bring to them. Denzin and Lincoln (1994, p. 2)

Interest in qualitative data came about as the result of the dissatisfaction of some psychologists (e.g., Carl Rogers) with the scientific study of psychologists such as behaviorists (e.g., Skinner ).

Since psychologists study people, the traditional approach to science is not seen as an appropriate way of carrying out research since it fails to capture the totality of human experience and the essence of being human.  Exploring participants’ experiences is known as a phenomenological approach (re: Humanism ).

Qualitative research is primarily concerned with meaning, subjectivity, and lived experience. The goal is to understand the quality and texture of people’s experiences, how they make sense of them, and the implications for their lives.

Qualitative research aims to understand the social reality of individuals, groups, and cultures as nearly as possible as participants feel or live it. Thus, people and groups are studied in their natural setting.

Some examples of qualitative research questions are provided, such as what an experience feels like, how people talk about something, how they make sense of an experience, and how events unfold for people.

Research following a qualitative approach is exploratory and seeks to explain ‘how’ and ‘why’ a particular phenomenon, or behavior, operates as it does in a particular context. It can be used to generate hypotheses and theories from the data.

Qualitative Methods

There are different types of qualitative research methods, including diary accounts, in-depth interviews , documents, focus groups , case study research , and ethnography.

The results of qualitative methods provide a deep understanding of how people perceive their social realities and in consequence, how they act within the social world.

The researcher has several methods for collecting empirical materials, ranging from the interview to direct observation, to the analysis of artifacts, documents, and cultural records, to the use of visual materials or personal experience. Denzin and Lincoln (1994, p. 14)

Here are some examples of qualitative data:

Interview transcripts : Verbatim records of what participants said during an interview or focus group. They allow researchers to identify common themes and patterns, and draw conclusions based on the data. Interview transcripts can also be useful in providing direct quotes and examples to support research findings.

Observations : The researcher typically takes detailed notes on what they observe, including any contextual information, nonverbal cues, or other relevant details. The resulting observational data can be analyzed to gain insights into social phenomena, such as human behavior, social interactions, and cultural practices.

Unstructured interviews : generate qualitative data through the use of open questions.  This allows the respondent to talk in some depth, choosing their own words.  This helps the researcher develop a real sense of a person’s understanding of a situation.

Diaries or journals : Written accounts of personal experiences or reflections.

Notice that qualitative data could be much more than just words or text. Photographs, videos, sound recordings, and so on, can be considered qualitative data. Visual data can be used to understand behaviors, environments, and social interactions.

Qualitative Data Analysis

Qualitative research is endlessly creative and interpretive. The researcher does not just leave the field with mountains of empirical data and then easily write up his or her findings.

Qualitative interpretations are constructed, and various techniques can be used to make sense of the data, such as content analysis, grounded theory (Glaser & Strauss, 1967), thematic analysis (Braun & Clarke, 2006), or discourse analysis.

For example, thematic analysis is a qualitative approach that involves identifying implicit or explicit ideas within the data. Themes will often emerge once the data has been coded.

Key Features

• Events can be understood adequately only if they are seen in context. Therefore, a qualitative researcher immerses her/himself in the field, in natural surroundings. The contexts of inquiry are not contrived; they are natural. Nothing is predefined or taken for granted.
• Qualitative researchers want those who are studied to speak for themselves, to provide their perspectives in words and other actions. Therefore, qualitative research is an interactive process in which the persons studied teach the researcher about their lives.
• The qualitative researcher is an integral part of the data; without the active participation of the researcher, no data exists.
• The study’s design evolves during the research and can be adjusted or changed as it progresses. For the qualitative researcher, there is no single reality. It is subjective and exists only in reference to the observer.
• The theory is data-driven and emerges as part of the research process, evolving from the data as they are collected.

Limitations of Qualitative Research

• Because of the time and costs involved, qualitative designs do not generally draw samples from large-scale data sets.
• The problem of adequate validity or reliability is a major criticism. Because of the subjective nature of qualitative data and its origin in single contexts, it is difficult to apply conventional standards of reliability and validity. For example, because of the central role played by the researcher in the generation of data, it is not possible to replicate qualitative studies.
• Also, contexts, situations, events, conditions, and interactions cannot be replicated to any extent, nor can generalizations be made to a wider context than the one studied with confidence.
• The time required for data collection, analysis, and interpretation is lengthy. Analysis of qualitative data is difficult, and expert knowledge of an area is necessary to interpret qualitative data. Great care must be taken when doing so, for example, looking for mental illness symptoms.

Advantages of Qualitative Research

• Because of close researcher involvement, the researcher gains an insider’s view of the field. This allows the researcher to find issues that are often missed (such as subtleties and complexities) by the scientific, more positivistic inquiries.
• Qualitative descriptions can be important in suggesting possible relationships, causes, effects, and dynamic processes.
• Qualitative analysis allows for ambiguities/contradictions in the data, which reflect social reality (Denscombe, 2010).
• Qualitative research uses a descriptive, narrative style; this research might be of particular benefit to the practitioner as she or he could turn to qualitative reports to examine forms of knowledge that might otherwise be unavailable, thereby gaining new insight.

What Is Quantitative Research?

Quantitative research involves the process of objectively collecting and analyzing numerical data to describe, predict, or control variables of interest.

The goals of quantitative research are to test causal relationships between variables , make predictions, and generalize results to wider populations.

Quantitative researchers aim to establish general laws of behavior and phenomenon across different settings/contexts. Research is used to test a theory and ultimately support or reject it.

Quantitative Methods

Experiments typically yield quantitative data, as they are concerned with measuring things.  However, other research methods, such as controlled observations and questionnaires , can produce both quantitative information.

For example, a rating scale or closed questions on a questionnaire would generate quantitative data as these produce either numerical data or data that can be put into categories (e.g., “yes,” “no” answers).

Experimental methods limit how research participants react to and express appropriate social behavior.

Findings are, therefore, likely to be context-bound and simply a reflection of the assumptions that the researcher brings to the investigation.

There are numerous examples of quantitative data in psychological research, including mental health. Here are a few examples:

Another example is the Experience in Close Relationships Scale (ECR), a self-report questionnaire widely used to assess adult attachment styles .

The ECR provides quantitative data that can be used to assess attachment styles and predict relationship outcomes.

Neuroimaging data : Neuroimaging techniques, such as MRI and fMRI, provide quantitative data on brain structure and function.

This data can be analyzed to identify brain regions involved in specific mental processes or disorders.

For example, the Beck Depression Inventory (BDI) is a clinician-administered questionnaire widely used to assess the severity of depressive symptoms in individuals.

The BDI consists of 21 questions, each scored on a scale of 0 to 3, with higher scores indicating more severe depressive symptoms. 

Quantitative Data Analysis

Statistics help us turn quantitative data into useful information to help with decision-making. We can use statistics to summarize our data, describing patterns, relationships, and connections. Statistics can be descriptive or inferential.

Descriptive statistics help us to summarize our data. In contrast, inferential statistics are used to identify statistically significant differences between groups of data (such as intervention and control groups in a randomized control study).

• Quantitative researchers try to control extraneous variables by conducting their studies in the lab.
• The research aims for objectivity (i.e., without bias) and is separated from the data.
• The design of the study is determined before it begins.
• For the quantitative researcher, the reality is objective, exists separately from the researcher, and can be seen by anyone.
• Research is used to test a theory and ultimately support or reject it.

Limitations of Quantitative Research

• Context: Quantitative experiments do not take place in natural settings. In addition, they do not allow participants to explain their choices or the meaning of the questions they may have for those participants (Carr, 1994).
• Researcher expertise: Poor knowledge of the application of statistical analysis may negatively affect analysis and subsequent interpretation (Black, 1999).
• Variability of data quantity: Large sample sizes are needed for more accurate analysis. Small-scale quantitative studies may be less reliable because of the low quantity of data (Denscombe, 2010). This also affects the ability to generalize study findings to wider populations.
• Confirmation bias: The researcher might miss observing phenomena because of focus on theory or hypothesis testing rather than on the theory of hypothesis generation.

Advantages of Quantitative Research

• Scientific objectivity: Quantitative data can be interpreted with statistical analysis, and since statistics are based on the principles of mathematics, the quantitative approach is viewed as scientifically objective and rational (Carr, 1994; Denscombe, 2010).
• Useful for testing and validating already constructed theories.
• Rapid analysis: Sophisticated software removes much of the need for prolonged data analysis, especially with large volumes of data involved (Antonius, 2003).
• Replication: Quantitative data is based on measured values and can be checked by others because numerical data is less open to ambiguities of interpretation.
• Hypotheses can also be tested because of statistical analysis (Antonius, 2003).

Antonius, R. (2003). Interpreting quantitative data with SPSS . Sage.

Black, T. R. (1999). Doing quantitative research in the social sciences: An integrated approach to research design, measurement and statistics . Sage.

Braun, V. & Clarke, V. (2006). Using thematic analysis in psychology . Qualitative Research in Psychology , 3, 77–101.

Carr, L. T. (1994). The strengths and weaknesses of quantitative and qualitative research : what method for nursing? Journal of advanced nursing, 20(4) , 716-721.

Denscombe, M. (2010). The Good Research Guide: for small-scale social research. McGraw Hill.

Denzin, N., & Lincoln. Y. (1994). Handbook of Qualitative Research. Thousand Oaks, CA, US: Sage Publications Inc.

Glaser, B. G., Strauss, A. L., & Strutzel, E. (1968). The discovery of grounded theory; strategies for qualitative research. Nursing research, 17(4) , 364.

Minichiello, V. (1990). In-Depth Interviewing: Researching People. Longman Cheshire.

Punch, K. (1998). Introduction to Social Research: Quantitative and Qualitative Approaches. London: Sage

Further Information

• Designing qualitative research
• Methods of data collection and analysis
• Introduction to quantitative and qualitative research
• Checklists for improving rigour in qualitative research: a case of the tail wagging the dog?
• Qualitative research in health care: Analysing qualitative data
• Qualitative data analysis: the framework approach
• Using the framework method for the analysis of
• Qualitative data in multi-disciplinary health research
• Content Analysis
• Grounded Theory
• Thematic Analysis

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Are surveys qualitative or quantitative research?

• September 23, 2021

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Surveys are pretty much the usual part of our lives. We come across various kinds of surveys on various platforms almost every day. Surveys have proven to be the best way to gather information and insights for businesses. 

Amidst all the ways of conducting surveys and analyzing them, we are left with one question. Are surveys qualitative or quantitative research? Well as deeper as this topic gets, let us dive into it and figure out an answer for ourselves.

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What is a survey?

Before understanding the nature of surveys, let us first uncover what kind of research is a survey.

 Our very reliable Wikipedia says, “A survey is a list of questions aimed for extracting specific data from a particular group of people”.

What we can conclude is that a survey, is a set of questions asked to a selected sample of the population. Their answers are valuable in order to gain insights on our business or any conducted research. As there are various ways of conducting a survey both offline and online, businesses take the help of online survey software , like Voxco to create surveys that can reach millions of people in no time. 

Following a well-compiled questionnaire and well-studied approach, a survey can do wonders for your strategies in the market. Not only huge businesses but all sorts of researchers have benefited from using surveys as their basic source of information and insights. 

So now that we have established what type of research is a survey, let’s dig deep into understanding the purpose of this blog – Are surveys qualitative or quantitative research?

Related Read What is a Survey? A Comprehensive Overview

What’s the difference between quantitative research and qualitative research?

Before we decide what type of research is a survey, let us understand these two types of research by a simple comparison table for a better and clear understanding. As much as both are important in research process and data analysis, quantitative research vs qualitative research are fundamentally different.

Given the basic difference between the two approaches of research, the points are pretty clear. 

Apart from those factors, there is still a lot of digging we have to do into each of those to understand- Are surveys qualitative or quantitative research? So, let’s focus on what is qualitative and quantitative research, their benefits, and examples. 

Read about Quantitative Research Vs Qualitative Research . 

What is quantitative research?

Quantitative research refers to the statistical approach of quantifying and analyzing collected data. It focuses on confirming or testing a theory or an assumption. A sample of a large population is studied to find out the repeating patterns and themes.

You can conduct quantitative survey research to gather insights into people’s attitudes or choices or behaviors through gathering inputs from various sets of people. You can leverage a statistical data analysis tool to get the following results – 

• Average rating/score.
• The number of times an answer option is selected
• The correlation between variables.
• The reliability and validity of the gathered data.

What are the benefits of quantitative research?

Quantitative research brings in numerical data which you can quantify and analyze in a matter of seconds using an online survey tool . However, there are more such benefits of quantitative research as we have mentioned below. 

• It allows you to gain a higher sample size.
• Information can be gathered quickly.
• Uses a varied and large spectrum of samples.
• It focuses on facts.
• Research is anonymous allowing honest feedback.
• No observation of participants is required. 

What are the examples of quantitative research questions?

Let us take a look at what type of questions make the researchers use the quantitative research approach for market research:

• What is the overall customer satisfaction level with a specific product?
• What is the optimal price range for a new product that consumers are willing to pay?
• What are the demographic characteristics of the target market for a new product?
• What is the customer effort score four our company’s customer support services?

Let’s take a look at the other research type – qualitative research.

What is qualitative research?

The qualitative research approach summarizes and interprets data. The data is gathered through conversations, interviews, questionnaires, etc. This data is in the form of words, sentences, and theories and is used to understand people’s views about a topic, concepts, and expressions.

It focuses not only on ‘what” people think but also on “why” they think that. A qualitative approach is the best fit for understanding complex topics in depth. Using a text or sentiment analysis tool you can generate findings such as- 

• Monitor and uncover the frequency, position, and meaning of words or phrases.
• Identify themes, trends, and patterns in the collected textual responses. 
• Uncover the recurring sentiment and the terms associated with it.

What are the benefits of qualitative research?

Qualitative surveys helps you hear the unfiltered voice of your audience. Here are some of the benefits of using qualitative research for surveys.

• Provides more data for the practical application
• That allows it to use a smaller sample size 
• Specific insights can be developed
• It eliminates any chances of biased data as every person has a different notion about a topic
• Open-ended questions allow researchers to gain more information if they want to
• It uses individual experience to turn into useful data
• It focuses on the reason behind the decision rather than the details
• It offers a predictive quality
• It is more affordable than other research.

What are the examples of qualitative research questions?

You can freely use the qualitative research approach if your research problems look something like these:

• What do elderly people think about today’s excessive use of digital devices?
• How does exam pressure push students towards less practical and more theoretical knowledge?
• How does strong willpower enhance a patient’s recovery?
• How do alcohol consumption patterns affect the lungs?
• What is the relationship between social media usage and increasing cybercrime rates?
• What are the effects of employee appreciation on their overall performances?
• Why do people engage in smoking even after seeing the cancer disclaimer on the pack?
• How does social media usage affect students’ grades in school?
• How does a toxic work culture affect the productivity of a company?
• What are the effects of increasing use of private transport, on the environment?

This sums up the two types of research methodology and the data you gather from it. Now, let’s see when you can use the two approaches which will bring us closer to the answer – are surveys qualitative or quantitative research ?

When to use qualitative research vs. quantitative research for a survey?

After understanding both the approaches pretty well, let us take a look at when to use what approach:

• If you want to test a theory, you can use a quantitative survey .  
• If you want to understand a theory, you can use a qualitative survey . 
• If the data you collect is in numeric format, use quantitative research . 
• If the data is in sentences and paragraphs, use a qualitative approach .
• If you create surveys with close-ended questions, your surveys are quantitative surveys . 
• If you create surveys with open-ended questions, the survey is qualitative research .

Let us take an example to understand how you can approach one research problem using two different methods, i.e., quantitative research vs. qualitative research.

Research problem: How happy are the elderly with today’s social media?

Quantitative approach: You will ask a group of elderly people a close-ended question like “ On a scale of 1-5, how happy are you with today’s social media?”  

To which you will have categorical data and you can conclude something like “74% of elderly are not happy with today’s social media”.

Qualitative approach: you will be free to ask open-ended questions like “How happy are the elderly with today’s social media?”, “What is that one thing you think has changed the most?” . 

This will allow you to ask more questions and get a deeper understanding of why the elderly are not happy.

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What is a mixed survey method?

A mixed survey method is a research approach where you combine the survey questions and data collection and analysis technique of both quantitative and qualitative method. 

Instead of debating over quantitative research vs. qualitative research, you can simply use both in your survey and leverage the benefits. It helps you gather a comprehensive understanding of the research objective by utilizing the strengths of quantitative and qualitative methods. 

In the mixed method, quantitative questions help obtain statistical insight into the topic. It includes closed-ended questions to gather numerical data so you can use statistical analysis to identify patterns and correlations. 

On the other hand, qualitative questions help gather in-depth information from respondents. It includes open-ended questions allowing participants to provide feedback in their own words. You can analyze the qualitative data using text analysis or sentiment analysis to understand the underlying motivations and attitudes of the respondents. 

Leverage a survey software that enables you to gather and analyze quantitative and qualitative research data efficiently. Voxco provides you with statistical analysis dashbaord and text analysis dashboard to help you gain a comprehensive view of the research objective.

The mixed method surveys enable you to explore the research subject from multiple angle and creates a holistic view.

Quantitative research vs. qualitative research - what questions to ask?

We have already looked into what counts as a quantitative research vs qualitative research objective questions. In this section, we will look into the question types you can use in the each survey method. 

1. Quantitative survey questions –

Here are some examples of quantitative survey questions you can use in your research. 

• Single selection MCQ-   It allows respondents to choose one answer option from a list of possible options. 
• Multiple selection MCQ – Participations can choose as many answer options as they want or mentioned in the question from the list of options. 
• NPS – Known as Net Promoter Score, it offers participations a scale of 1 to 10 so they can select a number that reflects how likely they are to recommend others. 
• Rating – It uses stars or numbers to convey satisfaction level. 
• Slider – A sliding scale that makes it interactive and allows respondents to rate their input. 

2. Qualitative questions – 

Qualtitative questions are open-ended so there are not many question types for this purpose. You can ask respondents to share their feedback or leave comments in a text or comment box . 

A modern online survey tool should provide you with multiple question types enabling you to design not only interactive and engaging surveys but also ensure that you use the right question type to get the intended data. Voxco offers you 100+ question types so you can use the ones that fits your research objective the best.

Voxco helps the top 50 MR firms & 500+ global brands gather omnichannel feedback, measure sentiment, uncover insights, and act on them.

See how Voxco can enhance your research efficiency.

Three tips for combining quantitative and qualitative research

Here are three tips for combining quantitative and qualitative research:

1. Begin with qualitative research : Qualitative research provides rich, descriptive data essential for understanding a research topic. It uncovers insights, perspectives, and motivations, serving as the foundation for deeper exploration and analysis. This approach identifies areas of interest and offers a nuanced understanding of the research context.

• Conduct open-ended interviews, focus groups, or observational research.
• Use structured surveys or data analysis to validate qualitative insights.

2 . Utilize various qualitative research methods : Researchers should use various qualitative methods to explore different aspects of the research topic, gaining comprehensive insights that reflect diverse perspectives and experiences within the population.

• Conduct in-depth interviews to explore individual perspectives and experiences.
• Use case studies to analyze specific instances or examples in detail.
• Seek expert opinions to gain insights from knowledgeable sources within the field.
• Facilitate focus groups to encourage dynamic discussions among participants.
• Incorporate open-ended survey questions to allow respondents to express their views freely.
• Employ observational research to observe behavior or interactions in natural settings.

3. Define quantitative research objectives: Before collecting quantitative data, define specific research questions or trends. Quantitative research offers precise numerical data for statistical analysis, enabling conclusions and pattern identification. Clear research objectives aid in designing targeted measures, ensuring relevance and effectiveness.

• Define the key research questions or hypotheses that quantitative data will address.
• Identify the variables or metrics to be measured quantitatively.
• Collect quantitative data that directly relates to the research objectives.
• Avoid overly general or irrelevant measures that do not contribute to the research goals.

Is a survey qualitative or quantitative ?

Surveys can be created using both research methods. You can create surveys that are only qualitative in nature. Or, surveys that are only quantitative in nature. 

Both the quantitative and qualitative approaches are legitimate in their ways, you can use a mixed methods approach. This method allows you to carry out both approaches. The main benefit of using a mixed-methods approach is that you can draw statistical as well as categorical conclusions from your research data.

For instance, you can ask open-ended to gain new insights into the matter. You can also ask close-ended questions to get a numeric count on the matter. Both of these conclusions will result in a better analysis of the question in research.

This answers our main question – Are surveys qualitative or quantitative research? You can create surveys that use closed-ended questions and collect numerical data or uses open-ended questions and collect textual or audio data. 

In any case, surveys can gather insights that can help you better understand your customers and make business decisions confidently. 

Create powerful and effective surveys with various question types using online survey software .

Are quantitative survey questions good for market research?

The quantitative survey can be the best fit for market research. It allows researchers to compare various factors with each other and bring out what’s best in the market.

Are surveys mostly qualitative or quantitative?

Surveys can be either qualitative or quantitative, depending on the type of data they aim to collect.

What kind of research is a survey?

A survey can be qualitative, quantitative or mix methods. If your survey involves a questionnaire with scalable answers then it is a quantitative survey. If your survey has descriptive questions with in-depth answers then it is a qualitative survey. If your survey has both of them then it is a mixed-method survey.

Are multiple-choice surveys qualitative?

Multiple-choice surveys are quantitative. They produce data that is easy to analyse and the answers lie on the scale of provided options only.

How do qualitative and quantitative questions differ?

Qualitative questions are mostly based on the cause-effect scenario or a deep understanding of a topic. Whereas quantitative questions are generally accepted facts that are taken into research to prove that they are true.

Can quantitative research be used towards a specific audience when the survey audience is large?

Quantitative research is the best fit for a large survey audience. A large sample size provides a more accurate mean value and has a small margin of error.

Do surveys collect quantitative data?

Yes, surveys can collect quantitative data through structured questions with predefined response options, allowing for numerical analysis.

What type of survey is qualitative?

Qualitative surveys focus on gathering descriptive data, often through open-ended questions, to explore opinions, attitudes, and experiences.

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What is the Difference Between Qualitative Research and Quantitative Research?

Market research is about finding information. The purpose of conducting that research is so that you can find something within the information you collect that you can exploit to improve your business. Whether it is a market need, a successful advertising strategy, the reception to your current products or more, market research is the best tool for discovering how to run your business.

Survey research is one of the most common ways that companies collect market research data . There are two styles of survey research: Qualitative Research and Quantitative Research.

Quantitative Research

Quantitative research is research that can be directly analyzed. As the name implies, quantitative research is about numbers. Survey participants provide an answer that corresponds to a number, like choosing 1 through 5 on a satisfaction score. That number is then kept in a database, and the database can be used for statistical analysis, which in turn can be used to formulate ideas.

Quantitative research is the best way to get real data that you can use to educate your business and your marketing plan. It is also the easiest way to track changes, discover trends, validate ideas, and monitor success.

Qualitative Research

Qualitative research is about thought and behavior exploration. It is most commonly used when the researcher is not looking for a specific answer. Qualitative research tends to involve open ended sentences with no direct numerical value. Survey respondents are usually provided prompts from which they can write out their thoughts. Though it is possible to turn qualitative responses into numerical data, the process can be difficult and inaccurate so it is not a good choice for statistical analyses.

Qualitative Survey or Quantitative Survey: Which to Use for Your Market Research

For most market research, you are going to want to use quantitative data collection methods. Numbers are the best way to answer research questions and use statistics to find any information that may be valuable to running your business. Quantitative research is at the heart of most types of research because it is the only one that allows you to draw statistical conclusions from the outcome, as well as run cross analyses to look for any interesting points of data.

Qualitative research is far less valuable in that respect, although it may be useful for discovering an interesting idea. There are very few statistical analysis to run and no guarantee that you will be able to find answers to your business’s questions. It may, however, be useful for finding what questions to ask or getting some personal feedback from potential customers.

Read more on:

• Problems with Qualitative Data
• How to Integrate Qualitative Surveys

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This Privacy Policy sets out how we,  Methods Group LLC ("SurveyMethods") , collect, store and use information about you when you use or interact with our website,  surveymethods.com (our website) and where we otherwise obtain or collect information about you. This Privacy Policy is effective from 2 nd April 2020 .

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When you visit our website, when you use our website, marketing communications, information obtained from third parties, disclosure and additional uses of your information, how long we retain your information, how we secure your information, transfers of your information outside the european economic area, your rights in relation to your information, changes to our privacy policy, children’s privacy.

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• Data controller: SurveyMethods
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If you have any questions about this Privacy Policy, please contact the data controller.

The data controller in respect of our website is SurveyMethods and can be contacted at 800-601-2462 or 214-257-8909 .

You can also contact the data controller by emailing our data protection officer at [email protected] .

We collect and use information from website visitors in accordance with this section and the section entitled 'Disclosure and additional uses of your information'.

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We use a third party server to host our website called  Google Cloud the privacy policy of which is available here: https://policies.google.com/

Our website server automatically logs the IP address you use to access our website as well as other information about your visit such as the pages accessed, information requested, the date and time of the request, the source of your access to our website (e.g. the website or URL (link) which referred you to our website), and your browser version and operating system.

Use of website server log information for IT security purposes

We collect and store server logs to ensure network and IT security and so that the server and website remain uncompromised. This includes analysing log files to help identify and prevent unauthorised access to our network, the distribution of malicious code, denial of services attacks and other cyber-attacks, by detecting unusual or suspicious activity.

Unless we are investigating suspicious or potential criminal activity, we do not make, nor do we allow our hosting provider to make, any attempt to identify you from the information collected via server logs.

Legal basis for processing:  Compliance with a legal obligation to which we are subject (Article 6(1)(c) of the General Data Protection Regulation).

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We use the information collected by our website server logs to analyse how our website users interact with our website and its features. For example, we analyse the number of visits and unique visitors we receive, the time and date of the visit, the location of the visit and the operating system and browser use.

We use the information gathered from the analysis of this information to improve our website. For example, we use the information gathered to change the information, content and structure of our website and individual pages based according to what users are engaging most with and the duration of time spent on particular pages on our website.

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We collect and use information from individuals who contact us in accordance with this section and the section entitled 'Disclosure and additional uses of your information'.

When you send an email to the email address displayed on our website we collect your email address and any other information you provide in that email (such as your name, telephone number and the information contained in any signature block in your email).

Legitimate interest(s):  Responding to enquiries and messages we receive and keeping records of correspondence.

Legal basis for processing:  Necessary to perform a contract or to take steps at your request to enter into a contract (Article 6(1)(b) of the General Data Protection Regulation).

Reason why necessary to perform a contract:  Where your message relates to us providing you with goods or services or taking steps at your request prior to providing you with our goods and services (for example, providing you with information about such goods and services), we will process your information in order to do so).

Enquiry forms

When you contact us using an enquiry form, we collect your personal details and match this to any information we hold about you on record. Typical personal information collected will include your name and contact details. We will also record the time, date and the specific form you completed.

If you do not provide the mandatory information required by our contact form, you will not be able to submit the contact form and we will not receive your enquiry.

We will also use this information to tailor any follow up sales and marketing communications with you. For further information, see the section of this privacy policy titled 'Marketing communications'.

Messages you send to us via our contact form may be stored outside the European Economic Area on our contact form provider’s servers.

When you contact us by phone, we collect your phone number and any information provide to us during your conversation with us.

We may record phone calls with customers for training and customer service purposes.

Legal basis for processing:  Our legitimate interests (Article 6(1)(f) of the General Data Protection Regulation)

Reason why necessary to perform a contract:  Where your message relates to us providing you with goods or services or taking steps at your request prior to providing you with our goods and services (for example, providing you with information about such goods and services), we will process your information in order to do so.

If you contact us by post, we will collect any information you provide to us in any postal communications you send us.

Legal basis for processing:  Necessary to perform a contract or to take steps at your request to enter into a contract (Article 6(1)(b) of the General Data Protection Regulation).

We collect and use information from individuals who interact with particular features of our website in accordance with this section and the section entitled 'Disclosure and additional uses of your information'.

Social Media Tools

We have a wide range of social media tools to be able to use on our website.  These tools include (but are not limited to); Sharing, Likes, comments and submitting content both on and off our website. By using these tools, you are providing your consent to store and use the submitted data, whether personal information or general information, both on and off our website.

Legal basis for processing:  Your consent (Article 6(1)(a) of the General Data Protection Regulation). Consent: You give your consent to us storing and using submitted content using the steps described above.

We may also use this information to tailor any follow up sales and marketing communications with you. For further information, see the section of this privacy policy titled 'Marketing Communications'.

Information you submit may be stored both inside and outside the European Economic Area on our servers as well as third-party servers such as Facebook.

Registered Users

When you register as a user on our website:

• We collect and store one or more of the following: Your email address, password, first name, last name, job function, company name, phone, billing address, country, state/province/region, city, zip/postal code, and very limited credit card details (the cardholder’s name, only the last 4 digits of the credit card number, and the expiration date) for authentication. We do not store the CVV number.
• We use this data to provide you with customer support and other services, bill you for our services, collect feedback, send you account-related notifications, and keep you informed about our key features, important feature updates, and latest releases.
• We store data related to your surveys, polls, and newsletters in your account that you access using your login-id and password. This includes questions, responses, images, email lists, data you enter while configuring or customizing any settings, etc. This data is processed by SurveyMethods to enable you to perform functions like design and distribution of surveys, polls, newsletters, and analysis & reporting.
• We do not share any personally identifiable and account-related data with a third party without your explicit consent. However, if you use the SurveyMethods API or 3rd Party Integrations, you will need to share your SurveyMethods login-id and the “API Key” with the 3rd party for authentication. For more on our API Terms of Use, click here .
• We may display your organization’s name and/or logo on our customer listing (unless agreed upon otherwise by both parties herein).
• Your data will be visible to those with whom you share your published reports or extracted data/reports.
• If you collaborate your surveys with other Registered Users, all collaborated data and your login-id will be visible to them.
• If you are a Child User on an Enterprise account, the Enterprise Master User (Administrator) will be able to see the SurveyMethods login-id, first name, last name, phone number, account type, and expiration date of the Enterprise Child Accounts (Member Accounts). The Enterprise Child Accounts can view the SurveyMethods login-id, first name, last name, phone number, job title, job function, country, state/province/region, and city of the Enterprise Master User.
• Troubleshoot problems and fix bugs (issues).
• Ensure website compatibility across different devices and browsers.
• Identify trends and patterns in the usage of our Services.
• Gain insights for adding or improving the functionality and usability of our website.
• Monitor and prevent abuse.
• To prevent any undesirable, abusive, or illegal activities, we have automated processes in place that check your data for malicious activities, spam, and fraud.
• We may use your data if required by law, court orders, subpoenas, or to enforce our agreements.
• We collect information using cookies. Cookies are digital files that allow websites to recognize returning users. While most browsers allow users to refuse cookies or request permission on a case-by-case basis, our site will not function properly without them. SurveyMethods uses cookies primarily to enable the smooth functioning of its Services.
• While accessing SurveyMethods, you may be able to access links that take you to websites external to SurveyMethods. SurveyMethods is not responsible for the content, policies, or terms of these websites.

GDPR Legal Classification for registered users

Legitimate interest:  Registering and administering accounts on our website to provide access to content, allows you to buy goods and services and facilitates the running and operation of our business.

Transfer and storage of your information 

Information you submit to us via the registration form on our website may be stored outside the European Economic Area on our third-party hosting provider’s servers.

When you register as an end user;

• SurveyMethods’ Surveys and Polls sent by Registered Users
• Newsletters from SurveyMethods Newsletter module and sent by Registered Users
• When responding to a survey or a poll, End Users may provide personal data such as first name, last name, phone number, email address, demographic data like age, date of birth, gender, education, income, marital status, and any other sensitive data that directly or indirectly identifies them. SurveyMethods does not use or share any data of End Users in any way. The Registered User is solely responsible for ensuring that collection and sharing of any End User data, personal or otherwise, is done with the End User’s consent and in accordance with applicable data protection laws.
• Since the Registered User controls and manages all data of their surveys, polls, and newsletters, End Users may contact the Registered User for any concerns regarding consent, privacy and protection of their data, or if they wish to access, modify, or delete their data.

GDPR Legal Classification for End Users

Visitors to our website

When you visit our website:

• SurveyMethods may record your personal data (such as your name, email address, phone, company, and the reason you are contacting us) when you visit the SurveyMethods website and contact us using our online form. Any consent for the collection and use of your data in this case is entirely voluntary.
• We may use your contact information to respond to you. We do not share any personally identifiable information with a third party without your explicit consent.

GDPR Legal Classification for Visitors

When you place an order

We collect and use information from individuals who place an order on our website in accordance with this section and the section entitled 'Disclosure and additional uses of your information'.

Information collected when you place an order

Mandatory information

When you place an order for goods or services on our website, we collect your name, email address, billing address.

If you do not provide this information, you will not be able to purchase goods or services from us on our website or enter into a contract with us.

Legal basis for processing:  Compliance with a legal obligation (Article 6(1)(c) of the General Data Protection Regulation).

Legal obligation:  We have a legal obligation to issue you with an invoice for the goods and services you purchase from us where you are VAT registered and we require the mandatory information collected by our checkout form for this purpose. We also have a legal obligation to keep accounting records, including records of transactions.

Additional information 

We can also collect additional information from you, such as your phone number, full name, address etc.

We use this information to manage and improve your customer experience with us.

If you do not supply the additional information requested at checkout, you will not be able to complete your order as we will not have the correct level of information to adequately manage your account.

Legitimate interests: The ability to provide adequate customer service and management of your customer account.

Our content, goods and services

When signing up for content, registering on our website or making a payment, we will use the information you provide in order to contact you regarding related content, products and services.

We will continue to send you marketing communications in relation to similar goods and services if you do not opt out from receiving them.

You can opt-out from receiving marketing communications at any time by emailing [email protected] .

Legitimate interests:  Sharing relevant, timely and industry-specific information on related business services, in order to help your organisation achieve its goals.

Third party goods and services

In addition to receiving information about our products and services, you can opt in to receiving marketing communications from us in relation third party goods and services by email by ticking a box indicating that you would like to receive such communications.

Legal basis for processing:  Consent (Article 6(1)(a) of the General Data Protection Regulation).

Consent:  You give your consent to us sending you information about third party goods and services by signing up to receive such information in accordance with the steps described above.

Information for marketing campaigns will be stored outside the European Economic Area on our third-party mailing list provider’s servers in the United States.

For further information about the safeguards used when your information is transferred outside the European Economic Area, see the section of this privacy policy below entitled 'Transfers of your information outside the European Economic Area'.

Use of tracking in emails

We use technologies such as tracking pixels (small graphic files) and tracked links in the emails we send to allow us to assess the level of engagement our emails receive by measuring information such as the delivery rates, open rates, click through rates and content engagement that our emails achieve.

This section sets out how we obtain or collect information about you from third parties.

Information received from third parties

We can often receive information about you from third parties. The third parties from which we receive information about you can include partner events within the marketing industry and other organisations that we have a professional affiliation with.

It is also possible that third parties with whom we have had no prior contact may provide us with information about you.

Information we obtain from third parties will generally be your name and contact details but will include any additional information about you which they provide to us.

Reason why necessary to perform a contract:  Where a third party has passed on information about you to us (such as your name and email address) in order for us to provide services to you, we will process your information in order to take steps at your request to enter into a contract with you and perform a contract with you (as the case may be).

Consent:  Where you have asked a third party to share information about you with us and the purpose of sharing that information is not related to the performance of a contract or services by us to you, we will process your information on the basis of your consent, which you give by asking the third party in question to pass on your information to us.

Legitimate interests:  Where a third party has shared information about you with us and you have not consented to the sharing of that information, we will have a legitimate interest in processing that information in certain circumstances.

For example, we would have a legitimate interest in processing your information to perform our obligations under a sub-contract with the third party, where the third party has the main contract with you. Our legitimate interest is the performance of our obligations under our sub-contract.

Similarly, third parties may pass on information about you to us if you have infringed or potentially infringed any of our legal rights. In this case, we will have a legitimate interest in processing that information to investigate and pursue any such potential infringement.

Information obtained by us from third parties

In certain circumstances (for example, to verify the information we hold about you or obtain missing information we require to provide you with a service) we will obtain information about you from certain publicly accessible sources, both EU and non-EU, such as Companies House, online customer databases, business directories, media publications, social media, and websites (including your own website if you have one).

In certain circumstances will also obtain information about you from private sources, both EU and non-EU, such as marketing data services.

Legitimate interests:  Sharing relevant, timely and industry-specific information on related business services.

Where we receive information about you in error

If we receive information about you from a third party in error and/or we do not have a legal basis for processing that information, we will delete your information.

This section sets out the circumstances in which will disclose information about you to third parties and any additional purposes for which we use your information.

Disclosure of your information to service providers

We use a number of third parties to provide us with services which are necessary to run our business or to assist us with running our business.

These include the following: Internet services, IT service providers and web developers.

Our third-party service providers are located both inside and outside of the European Economic Area.

Your information will be shared with these service providers where necessary to provide you with the service you have requested, whether that is accessing our website or ordering goods and services from us.

We do not display the identities of our service providers publicly by name for security and competitive reasons. If you would like further information about the identities of our service providers, however, please contact us directly by email and we will provide you with such information where you have a legitimate reason for requesting it (where we have shared your information with such service providers, for example).

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Quantitative vs. Qualitative Research in Psychology

Anabelle Bernard Fournier is a researcher of sexual and reproductive health at the University of Victoria as well as a freelance writer on various health topics.

Emily is a board-certified science editor who has worked with top digital publishing brands like Voices for Biodiversity, Study.com, GoodTherapy, Vox, and Verywell.

• Key Differences

Quantitative Research Methods

Qualitative research methods.

• How They Relate

In psychology and other social sciences, researchers are faced with an unresolved question: Can we measure concepts like love or racism the same way we can measure temperature or the weight of a star? Social phenomena⁠—things that happen because of and through human behavior⁠—are especially difficult to grasp with typical scientific models.

At a Glance

Psychologists rely on quantitative and quantitative research to better understand human thought and behavior.

• Qualitative research involves collecting and evaluating non-numerical data in order to understand concepts or subjective opinions.
• Quantitative research involves collecting and evaluating numerical data. 

This article discusses what qualitative and quantitative research are, how they are different, and how they are used in psychology research.

Qualitative Research vs. Quantitative Research

In order to understand qualitative and quantitative psychology research, it can be helpful to look at the methods that are used and when each type is most appropriate.

Psychologists rely on a few methods to measure behavior, attitudes, and feelings. These include:

• Self-reports , like surveys or questionnaires
• Observation (often used in experiments or fieldwork)
• Implicit attitude tests that measure timing in responding to prompts

Most of these are quantitative methods. The result is a number that can be used to assess differences between groups.

However, most of these methods are static, inflexible (you can't change a question because a participant doesn't understand it), and provide a "what" answer rather than a "why" answer.

Sometimes, researchers are more interested in the "why" and the "how." That's where qualitative methods come in.

Qualitative research is about speaking to people directly and hearing their words. It is grounded in the philosophy that the social world is ultimately unmeasurable, that no measure is truly ever "objective," and that how humans make meaning is just as important as how much they score on a standardized test.

Used to develop theories

Takes a broad, complex approach

Answers "why" and "how" questions

Explores patterns and themes

Used to test theories

Takes a narrow, specific approach

Answers "what" questions

Explores statistical relationships

Quantitative methods have existed ever since people have been able to count things. But it is only with the positivist philosophy of Auguste Comte (which maintains that factual knowledge obtained by observation is trustworthy) that it became a "scientific method."

The scientific method follows this general process. A researcher must:

• Generate a theory or hypothesis (i.e., predict what might happen in an experiment) and determine the variables needed to answer their question
• Develop instruments to measure the phenomenon (such as a survey, a thermometer, etc.)
• Develop experiments to manipulate the variables
• Collect empirical (measured) data
• Analyze data

Quantitative methods are about measuring phenomena, not explaining them.

Quantitative research compares two groups of people. There are all sorts of variables you could measure, and many kinds of experiments to run using quantitative methods.

These comparisons are generally explained using graphs, pie charts, and other visual representations that give the researcher a sense of how the various data points relate to one another.

Basic Assumptions

Quantitative methods assume:

• That the world is measurable
• That humans can observe objectively
• That we can know things for certain about the world from observation

In some fields, these assumptions hold true. Whether you measure the size of the sun 2000 years ago or now, it will always be the same. But when it comes to human behavior, it is not so simple.

As decades of cultural and social research have shown, people behave differently (and even think differently) based on historical context, cultural context, social context, and even identity-based contexts like gender , social class, or sexual orientation .

Therefore, quantitative methods applied to human behavior (as used in psychology and some areas of sociology) should always be rooted in their particular context. In other words: there are no, or very few, human universals.

Statistical information is the primary form of quantitative data used in human and social quantitative research. Statistics provide lots of information about tendencies across large groups of people, but they can never describe every case or every experience. In other words, there are always outliers.

Correlation and Causation

A basic principle of statistics is that correlation is not causation. Researchers can only claim a cause-and-effect relationship under certain conditions:

• The study was a true experiment.
• The independent variable can be manipulated (for example, researchers cannot manipulate gender, but they can change the primer a study subject sees, such as a picture of nature or of a building).
• The dependent variable can be measured through a ratio or a scale.

So when you read a report that "gender was linked to" something (like a behavior or an attitude), remember that gender is NOT a cause of the behavior or attitude. There is an apparent relationship, but the true cause of the difference is hidden.

Pitfalls of Quantitative Research

Quantitative methods are one way to approach the measurement and understanding of human and social phenomena. But what's missing from this picture?

As noted above, statistics do not tell us about personal, individual experiences and meanings. While surveys can give a general idea, respondents have to choose between only a few responses. This can make it difficult to understand the subtleties of different experiences.

Quantitative methods can be helpful when making objective comparisons between groups or when looking for relationships between variables. They can be analyzed statistically, which can be helpful when looking for patterns and relationships.

Qualitative data are not made out of numbers but rather of descriptions, metaphors, symbols, quotes, analysis, concepts, and characteristics. This approach uses interviews, written texts, art, photos, and other materials to make sense of human experiences and to understand what these experiences mean to people.

While quantitative methods ask "what" and "how much," qualitative methods ask "why" and "how."

Qualitative methods are about describing and analyzing phenomena from a human perspective. There are many different philosophical views on qualitative methods, but in general, they agree that some questions are too complex or impossible to answer with standardized instruments.

These methods also accept that it is impossible to be completely objective in observing phenomena. Researchers have their own thoughts, attitudes, experiences, and beliefs, and these always color how people interpret results.

Qualitative Approaches

There are many different approaches to qualitative research, with their own philosophical bases. Different approaches are best for different kinds of projects. For example:

• Case studies and narrative studies are best for single individuals. These involve studying every aspect of a person's life in great depth.
• Phenomenology aims to explain experiences. This type of work aims to describe and explore different events as they are consciously and subjectively experienced.
• Grounded theory develops models and describes processes. This approach allows researchers to construct a theory based on data that is collected, analyzed, and compared to reach new discoveries.
• Ethnography describes cultural groups. In this approach, researchers immerse themselves in a community or group in order to observe behavior.

Qualitative researchers must be aware of several different methods and know each thoroughly enough to produce valuable research.

Some researchers specialize in a single method, but others specialize in a topic or content area and use many different methods to explore the topic, providing different information and a variety of points of view.

There is not a single model or method that can be used for every qualitative project. Depending on the research question, the people participating, and the kind of information they want to produce, researchers will choose the appropriate approach.

Interpretation

Qualitative research does not look into causal relationships between variables, but rather into themes, values, interpretations, and meanings. As a rule, then, qualitative research is not generalizable (cannot be applied to people outside the research participants).

The insights gained from qualitative research can extend to other groups with proper attention to specific historical and social contexts.

Relationship Between Qualitative and Quantitative Research

It might sound like quantitative and qualitative research do not play well together. They have different philosophies, different data, and different outputs. However, this could not be further from the truth.

These two general methods complement each other. By using both, researchers can gain a fuller, more comprehensive understanding of a phenomenon.

For example, a psychologist wanting to develop a new survey instrument about sexuality might and ask a few dozen people questions about their sexual experiences (this is qualitative research). This gives the researcher some information to begin developing questions for their survey (which is a quantitative method).

After the survey, the same or other researchers might want to dig deeper into issues brought up by its data. Follow-up questions like "how does it feel when...?" or "what does this mean to you?" or "how did you experience this?" can only be answered by qualitative research.

By using both quantitative and qualitative data, researchers have a more holistic, well-rounded understanding of a particular topic or phenomenon.

Qualitative and quantitative methods both play an important role in psychology. Where quantitative methods can help answer questions about what is happening in a group and to what degree, qualitative methods can dig deeper into the reasons behind why it is happening. By using both strategies, psychology researchers can learn more about human thought and behavior.

Gough B, Madill A. Subjectivity in psychological science: From problem to prospect . Psychol Methods . 2012;17(3):374-384. doi:10.1037/a0029313

Pearce T. “Science organized”: Positivism and the metaphysical club, 1865–1875 . J Hist Ideas . 2015;76(3):441-465.

Adams G. Context in person, person in context: A cultural psychology approach to social-personality psychology . In: Deaux K, Snyder M, eds. The Oxford Handbook of Personality and Social Psychology . Oxford University Press; 2012:182-208.

Brady HE. Causation and explanation in social science . In: Goodin RE, ed. The Oxford Handbook of Political Science. Oxford University Press; 2011. doi:10.1093/oxfordhb/9780199604456.013.0049

Chun Tie Y, Birks M, Francis K. Grounded theory research: A design framework for novice researchers .  SAGE Open Med . 2019;7:2050312118822927. doi:10.1177/2050312118822927

Reeves S, Peller J, Goldman J, Kitto S. Ethnography in qualitative educational research: AMEE Guide No. 80 . Medical Teacher . 2013;35(8):e1365-e1379. doi:10.3109/0142159X.2013.804977

Salkind NJ, ed. Encyclopedia of Research Design . Sage Publishing.

Shaughnessy JJ, Zechmeister EB, Zechmeister JS.  Research Methods in Psychology . McGraw Hill Education.

By Anabelle Bernard Fournier Anabelle Bernard Fournier is a researcher of sexual and reproductive health at the University of Victoria as well as a freelance writer on various health topics.

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Home Market Research

Survey Research: Definition, Examples and Methods

Survey Research is a quantitative research method used for collecting data from a set of respondents. It has been perhaps one of the most used methodologies in the industry for several years due to the multiple benefits and advantages that it has when collecting and analyzing data.

LEARN ABOUT: Behavioral Research

In this article, you will learn everything about survey research, such as types, methods, and examples.

Survey Research Definition

Survey Research is defined as the process of conducting research using surveys that researchers send to survey respondents. The data collected from surveys is then statistically analyzed to draw meaningful research conclusions. In the 21st century, every organization’s eager to understand what their customers think about their products or services and make better business decisions. Researchers can conduct research in multiple ways, but surveys are proven to be one of the most effective and trustworthy research methods. An online survey is a method for extracting information about a significant business matter from an individual or a group of individuals. It consists of structured survey questions that motivate the participants to respond. Creditable survey research can give these businesses access to a vast information bank. Organizations in media, other companies, and even governments rely on survey research to obtain accurate data.

The traditional definition of survey research is a quantitative method for collecting information from a pool of respondents by asking multiple survey questions. This research type includes the recruitment of individuals collection, and analysis of data. It’s useful for researchers who aim to communicate new features or trends to their respondents.

LEARN ABOUT: Level of Analysis Generally, it’s the primary step towards obtaining quick information about mainstream topics and conducting more rigorous and detailed quantitative research methods like surveys/polls or qualitative research methods like focus groups/on-call interviews can follow. There are many situations where researchers can conduct research using a blend of both qualitative and quantitative strategies.

LEARN ABOUT: Survey Sampling

Survey Research Methods

Survey research methods can be derived based on two critical factors: Survey research tool and time involved in conducting research. There are three main survey research methods, divided based on the medium of conducting survey research:

• Online/ Email:   Online survey research is one of the most popular survey research methods today. The survey cost involved in online survey research is extremely minimal, and the responses gathered are highly accurate.
• Phone:  Survey research conducted over the telephone ( CATI survey ) can be useful in collecting data from a more extensive section of the target population. There are chances that the money invested in phone surveys will be higher than other mediums, and the time required will be higher.
• Face-to-face:  Researchers conduct face-to-face in-depth interviews in situations where there is a complicated problem to solve. The response rate for this method is the highest, but it can be costly.

Further, based on the time taken, survey research can be classified into two methods:

• Longitudinal survey research:  Longitudinal survey research involves conducting survey research over a continuum of time and spread across years and decades. The data collected using this survey research method from one time period to another is qualitative or quantitative. Respondent behavior, preferences, and attitudes are continuously observed over time to analyze reasons for a change in behavior or preferences. For example, suppose a researcher intends to learn about the eating habits of teenagers. In that case, he/she will follow a sample of teenagers over a considerable period to ensure that the collected information is reliable. Often, cross-sectional survey research follows a longitudinal study .
• Cross-sectional survey research:  Researchers conduct a cross-sectional survey to collect insights from a target audience at a particular time interval. This survey research method is implemented in various sectors such as retail, education, healthcare, SME businesses, etc. Cross-sectional studies can either be descriptive or analytical. It is quick and helps researchers collect information in a brief period. Researchers rely on the cross-sectional survey research method in situations where descriptive analysis of a subject is required.

Survey research also is bifurcated according to the sampling methods used to form samples for research: Probability and Non-probability sampling. Every individual in a population should be considered equally to be a part of the survey research sample. Probability sampling is a sampling method in which the researcher chooses the elements based on probability theory. The are various probability research methods, such as simple random sampling , systematic sampling, cluster sampling, stratified random sampling, etc. Non-probability sampling is a sampling method where the researcher uses his/her knowledge and experience to form samples.

LEARN ABOUT: Survey Sample Sizes

The various non-probability sampling techniques are :

• Convenience sampling
• Snowball sampling
• Consecutive sampling
• Judgemental sampling
• Quota sampling

Process of implementing survey research methods:

• Decide survey questions:  Brainstorm and put together valid survey questions that are grammatically and logically appropriate. Understanding the objective and expected outcomes of the survey helps a lot. There are many surveys where details of responses are not as important as gaining insights about what customers prefer from the provided options. In such situations, a researcher can include multiple-choice questions or closed-ended questions . Whereas, if researchers need to obtain details about specific issues, they can consist of open-ended questions in the questionnaire. Ideally, the surveys should include a smart balance of open-ended and closed-ended questions. Use survey questions like Likert Scale , Semantic Scale, Net Promoter Score question, etc., to avoid fence-sitting.

LEARN ABOUT: System Usability Scale

• Finalize a target audience:  Send out relevant surveys as per the target audience and filter out irrelevant questions as per the requirement. The survey research will be instrumental in case the target population decides on a sample. This way, results can be according to the desired market and be generalized to the entire population.

LEARN ABOUT:  Testimonial Questions

• Send out surveys via decided mediums:  Distribute the surveys to the target audience and patiently wait for the feedback and comments- this is the most crucial step of the survey research. The survey needs to be scheduled, keeping in mind the nature of the target audience and its regions. Surveys can be conducted via email, embedded in a website, shared via social media, etc., to gain maximum responses.
• Analyze survey results:  Analyze the feedback in real-time and identify patterns in the responses which might lead to a much-needed breakthrough for your organization. GAP, TURF Analysis , Conjoint analysis, Cross tabulation, and many such survey feedback analysis methods can be used to spot and shed light on respondent behavior. Researchers can use the results to implement corrective measures to improve customer/employee satisfaction.

Reasons to conduct survey research

The most crucial and integral reason for conducting market research using surveys is that you can collect answers regarding specific, essential questions. You can ask these questions in multiple survey formats as per the target audience and the intent of the survey. Before designing a study, every organization must figure out the objective of carrying this out so that the study can be structured, planned, and executed to perfection.

LEARN ABOUT: Research Process Steps

Questions that need to be on your mind while designing a survey are:

• What is the primary aim of conducting the survey?
• How do you plan to utilize the collected survey data?
• What type of decisions do you plan to take based on the points mentioned above?

There are three critical reasons why an organization must conduct survey research.

• Understand respondent behavior to get solutions to your queries:  If you’ve carefully curated a survey, the respondents will provide insights about what they like about your organization as well as suggestions for improvement. To motivate them to respond, you must be very vocal about how secure their responses will be and how you will utilize the answers. This will push them to be 100% honest about their feedback, opinions, and comments. Online surveys or mobile surveys have proved their privacy, and due to this, more and more respondents feel free to put forth their feedback through these mediums.
• Present a medium for discussion:  A survey can be the perfect platform for respondents to provide criticism or applause for an organization. Important topics like product quality or quality of customer service etc., can be put on the table for discussion. A way you can do it is by including open-ended questions where the respondents can write their thoughts. This will make it easy for you to correlate your survey to what you intend to do with your product or service.
• Strategy for never-ending improvements:  An organization can establish the target audience’s attributes from the pilot phase of survey research . Researchers can use the criticism and feedback received from this survey to improve the product/services. Once the company successfully makes the improvements, it can send out another survey to measure the change in feedback keeping the pilot phase the benchmark. By doing this activity, the organization can track what was effectively improved and what still needs improvement.

Survey Research Scales

There are four main scales for the measurement of variables:

• Nominal Scale:  A nominal scale associates numbers with variables for mere naming or labeling, and the numbers usually have no other relevance. It is the most basic of the four levels of measurement.
• Ordinal Scale:  The ordinal scale has an innate order within the variables along with labels. It establishes the rank between the variables of a scale but not the difference value between the variables.
• Interval Scale:  The interval scale is a step ahead in comparison to the other two scales. Along with establishing a rank and name of variables, the scale also makes known the difference between the two variables. The only drawback is that there is no fixed start point of the scale, i.e., the actual zero value is absent.
• Ratio Scale:  The ratio scale is the most advanced measurement scale, which has variables that are labeled in order and have a calculated difference between variables. In addition to what interval scale orders, this scale has a fixed starting point, i.e., the actual zero value is present.

Benefits of survey research

In case survey research is used for all the right purposes and is implemented properly, marketers can benefit by gaining useful, trustworthy data that they can use to better the ROI of the organization.

Other benefits of survey research are:

• Minimum investment:  Mobile surveys and online surveys have minimal finance invested per respondent. Even with the gifts and other incentives provided to the people who participate in the study, online surveys are extremely economical compared to paper-based surveys.
• Versatile sources for response collection:  You can conduct surveys via various mediums like online and mobile surveys. You can further classify them into qualitative mediums like focus groups , and interviews and quantitative mediums like customer-centric surveys. Due to the offline survey response collection option, researchers can conduct surveys in remote areas with limited internet connectivity. This can make data collection and analysis more convenient and extensive.
• Reliable for respondents:  Surveys are extremely secure as the respondent details and responses are kept safeguarded. This anonymity makes respondents answer the survey questions candidly and with absolute honesty. An organization seeking to receive explicit responses for its survey research must mention that it will be confidential.

Survey research design

Researchers implement a survey research design in cases where there is a limited cost involved and there is a need to access details easily. This method is often used by small and large organizations to understand and analyze new trends, market demands, and opinions. Collecting information through tactfully designed survey research can be much more effective and productive than a casually conducted survey.

There are five stages of survey research design:

• Decide an aim of the research:  There can be multiple reasons for a researcher to conduct a survey, but they need to decide a purpose for the research. This is the primary stage of survey research as it can mold the entire path of a survey, impacting its results.
• Filter the sample from target population:  Who to target? is an essential question that a researcher should answer and keep in mind while conducting research. The precision of the results is driven by who the members of a sample are and how useful their opinions are. The quality of respondents in a sample is essential for the results received for research and not the quantity. If a researcher seeks to understand whether a product feature will work well with their target market, he/she can conduct survey research with a group of market experts for that product or technology.
• Zero-in on a survey method:  Many qualitative and quantitative research methods can be discussed and decided. Focus groups, online interviews, surveys, polls, questionnaires, etc. can be carried out with a pre-decided sample of individuals.
• Design the questionnaire:  What will the content of the survey be? A researcher is required to answer this question to be able to design it effectively. What will the content of the cover letter be? Or what are the survey questions of this questionnaire? Understand the target market thoroughly to create a questionnaire that targets a sample to gain insights about a survey research topic.
• Send out surveys and analyze results:  Once the researcher decides on which questions to include in a study, they can send it across to the selected sample . Answers obtained from this survey can be analyzed to make product-related or marketing-related decisions.

Survey examples: 10 tips to design the perfect research survey

Picking the right survey design can be the key to gaining the information you need to make crucial decisions for all your research. It is essential to choose the right topic, choose the right question types, and pick a corresponding design. If this is your first time creating a survey, it can seem like an intimidating task. But with QuestionPro, each step of the process is made simple and easy.

Below are 10 Tips To Design The Perfect Research Survey:

• Set your SMART goals:  Before conducting any market research or creating a particular plan, set your SMART Goals . What is that you want to achieve with the survey? How will you measure it promptly, and what are the results you are expecting?
• Choose the right questions:  Designing a survey can be a tricky task. Asking the right questions may help you get the answers you are looking for and ease the task of analyzing. So, always choose those specific questions – relevant to your research.
• Begin your survey with a generalized question:  Preferably, start your survey with a general question to understand whether the respondent uses the product or not. That also provides an excellent base and intro for your survey.
• Enhance your survey:  Choose the best, most relevant, 15-20 questions. Frame each question as a different question type based on the kind of answer you would like to gather from each. Create a survey using different types of questions such as multiple-choice, rating scale, open-ended, etc. Look at more survey examples and four measurement scales every researcher should remember.
• Prepare yes/no questions:  You may also want to use yes/no questions to separate people or branch them into groups of those who “have purchased” and those who “have not yet purchased” your products or services. Once you separate them, you can ask them different questions.
• Test all electronic devices:  It becomes effortless to distribute your surveys if respondents can answer them on different electronic devices like mobiles, tablets, etc. Once you have created your survey, it’s time to TEST. You can also make any corrections if needed at this stage.
• Distribute your survey:  Once your survey is ready, it is time to share and distribute it to the right audience. You can share handouts and share them via email, social media, and other industry-related offline/online communities.
• Collect and analyze responses:  After distributing your survey, it is time to gather all responses. Make sure you store your results in a particular document or an Excel sheet with all the necessary categories mentioned so that you don’t lose your data. Remember, this is the most crucial stage. Segregate your responses based on demographics, psychographics, and behavior. This is because, as a researcher, you must know where your responses are coming from. It will help you to analyze, predict decisions, and help write the summary report.
• Prepare your summary report:  Now is the time to share your analysis. At this stage, you should mention all the responses gathered from a survey in a fixed format. Also, the reader/customer must get clarity about your goal, which you were trying to gain from the study. Questions such as – whether the product or service has been used/preferred or not. Do respondents prefer some other product to another? Any recommendations?

Having a tool that helps you carry out all the necessary steps to carry out this type of study is a vital part of any project. At QuestionPro, we have helped more than 10,000 clients around the world to carry out data collection in a simple and effective way, in addition to offering a wide range of solutions to take advantage of this data in the best possible way.

From dashboards, advanced analysis tools, automation, and dedicated functions, in QuestionPro, you will find everything you need to execute your research projects effectively. Uncover insights that matter the most!

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Qualitative vs Quantitative Research 101

A plain-language explanation (with examples).

By: Kerryn Warren (PhD, MSc, BSc) | June 2020

So, it’s time to decide what type of research approach you’re going to use – qualitative or quantitative . And, chances are, you want to choose the one that fills you with the least amount of dread. The engineers may be keen on quantitative methods because they loathe interacting with human beings and dealing with the “soft” stuff and are far more comfortable with numbers and algorithms. On the other side, the anthropologists are probably more keen on qualitative methods because they literally have the opposite fears.

However, when justifying your research, “being afraid” is not a good basis for decision making. Your methodology needs to be informed by your research aims and objectives , not your comfort zone. Plus, it’s quite common that the approach you feared (whether qualitative or quantitative) is actually not that big a deal. Research methods can be learnt (usually a lot faster than you think) and software reduces a lot of the complexity of both quantitative and qualitative data analysis. Conversely, choosing the wrong approach and trying to fit a square peg into a round hole is going to create a lot more pain.

In this post, I’ll explain the qualitative vs quantitative choice in straightforward, plain language with loads of examples. This won’t make you an expert in either, but it should give you a good enough “big picture” understanding so that you can make the right methodological decision for your research.

Qualitative vs Quantitative: Overview  

• Qualitative analysis 101
• Quantitative analysis 101
• How to choose which one to use
• Data collection and analysis for qualitative and quantitative research
• The pros and cons of both qualitative and quantitative research
• A quick word on mixed methods

Qualitative Research 101: The Basics

The bathwater is hot.

Let us unpack that a bit. What does that sentence mean? And is it useful?

The answer is: well, it depends. If you’re wanting to know the exact temperature of the bath, then you’re out of luck. But, if you’re wanting to know how someone perceives the temperature of the bathwater, then that sentence can tell you quite a bit if you wear your qualitative hat .

Many a husband and wife have never enjoyed a bath together because of their strongly held, relationship-destroying perceptions of water temperature (or, so I’m told). And while divorce rates due to differences in water-temperature perception would belong more comfortably in “quantitative research”, analyses of the inevitable arguments and disagreements around water temperature belong snugly in the domain of “qualitative research”. This is because qualitative research helps you understand people’s perceptions and experiences  by systematically coding and analysing the data .

With qualitative research, those heated disagreements (excuse the pun) may be analysed in several ways. From interviews to focus groups to direct observation (ideally outside the bathroom, of course). You, as the researcher, could be interested in how the disagreement unfolds, or the emotive language used in the exchange. You might not even be interested in the words at all, but in the body language of someone who has been forced one too many times into (what they believe) was scalding hot water during what should have been a romantic evening. All of these “softer” aspects can be better understood with qualitative research.

In this way, qualitative research can be incredibly rich and detailed , and is often used as a basis to formulate theories and identify patterns. In other words, it’s great for exploratory research (for example, where your objective is to explore what people think or feel), as opposed to confirmatory research (for example, where your objective is to test a hypothesis). Qualitative research is used to understand human perception , world view and the way we describe our experiences. It’s about exploring and understanding a broad question, often with very few preconceived ideas as to what we may find.

But that’s not the only way to analyse bathwater, of course…

Quantitative Research 101: The Basics

The bathwater is 45 degrees Celsius.

Now, what does this mean? How can this be used?

I was once told by someone to whom I am definitely not married that he takes regular cold showers. As a person who is terrified of anything that isn’t body temperature or above, this seemed outright ludicrous. But this raises a question: what is the perfect temperature for a bath? Or at least, what is the temperature of people’s baths more broadly? (Assuming, of course, that they are bathing in water that is ideal to them). To answer this question, you need to now put on your quantitative hat .

If we were to ask 100 people to measure the temperature of their bathwater over the course of a week, we could get the average temperature for each person. Say, for instance, that Jane averages at around 46.3°C. And Billy averages around 42°C. A couple of people may like the unnatural chill of 30°C on the average weekday. And there will be a few of those striving for the 48°C that is apparently the legal limit in England (now, there’s a useless fact for you).

With a quantitative approach, this data can be analysed in heaps of ways. We could, for example, analyse these numbers to find the average temperature, or look to see how much these temperatures vary. We could see if there are significant differences in ideal water temperature between the sexes, or if there is some relationship between ideal bath water temperature and age! We could pop this information onto colourful, vibrant graphs , and use fancy words like “significant”, “correlation” and “eigenvalues”. The opportunities for nerding out are endless…

In this way, quantitative research often involves coming into your research with some level of understanding or expectation regarding the outcome, usually in the form of a hypothesis that you want to test. For example:

Hypothesis: Men prefer bathing in lower temperature water than women do.

This hypothesis can then be tested using statistical analysis. The data may suggest that the hypothesis is sound, or it may reveal that there are some nuances regarding people’s preferences. For example, men may enjoy a hotter bath on certain days.

So, as you can see, qualitative and quantitative research each have their own purpose and function. They are, quite simply, different tools for different jobs .

Need a helping hand?

Qualitative vs Quantitative Research: Which one should you use?

And here I become annoyingly vague again. The answer: it depends. As I alluded to earlier, your choice of research approach depends on what you’re trying to achieve with your research. 

If you want to understand a situation with richness and depth , and you don’t have firm expectations regarding what you might find, you’ll likely adopt a qualitative research approach. In other words, if you’re starting on a clean slate and trying to build up a theory (which might later be tested), qualitative research probably makes sense for you.

On the other hand, if you need to test an already-theorised hypothesis , or want to measure and describe something numerically, a quantitative approach will probably be best. For example, you may want to quantitatively test a theory (or even just a hypothesis) that was developed using qualitative research.

Basically, this means that your research approach should be chosen based on your broader research aims , objectives and research questions . If your research is exploratory and you’re unsure what findings may emerge, qualitative research allows you to have open-ended questions and lets people and subjects speak, in some ways, for themselves. Quantitative questions, on the other hand, will not. They’ll often be pre-categorised, or allow you to insert a numeric response. Anything that requires measurement , using a scale, machine or… a thermometer… is going to need a quantitative method.

Let’s look at an example.

Say you want to ask people about their bath water temperature preferences. There are many ways you can do this, using a survey or a questionnaire – here are 3 potential options:

• How do you feel about your spouse’s bath water temperature preference? (Qualitative. This open-ended question leaves a lot of space so that the respondent can rant in an adequate manner).
• What is your preferred bath water temperature? (This one’s tricky because most people don’t know or won’t have a thermometer, but this is a quantitative question with a directly numerical answer).
• Most people who have commented on your bath water temperature have said the following (choose most relevant): It’s too hot. It’s just right. It’s too cold. (Quantitative, because you can add up the number of people who responded in each way and compare them).

The answers provided can be used in a myriad of ways, but, while quantitative responses are easily summarised through counting or calculations, categorised and visualised, qualitative responses need a lot of thought and are re-packaged in a way that tries not to lose too much meaning.

Qualitative vs Quantitative Research: Data collection and analysis

The approach to collecting and analysing data differs quite a bit between qualitative and quantitative research.

A qualitative research approach often has a small sample size (i.e. a small number of people researched) since each respondent will provide you with pages and pages of information in the form of interview answers or observations. In our water perception analysis, it would be super tedious to watch the arguments of 50 couples unfold in front of us! But 6-10 would be manageable and would likely provide us with interesting insight into the great bathwater debate.

To sum it up, data collection in qualitative research involves relatively small sample sizes but rich and detailed data.

On the other side, quantitative research relies heavily on the ability to gather data from a large sample and use it to explain a far larger population (this is called “generalisability”). In our bathwater analysis, we would need data from hundreds of people for us to be able to make a universal statement (i.e. to generalise), and at least a few dozen to be able to identify a potential pattern. In terms of data collection, we’d probably use a more scalable tool such as an online survey to gather comparatively basic data.

So, compared to qualitative research, data collection for quantitative research involves large sample sizes but relatively basic data.

Both research approaches use analyses that allow you to explain, describe and compare the things that you are interested in. While qualitative research does this through an analysis of words, texts and explanations, quantitative research does this through reducing your data into numerical form or into graphs.

There are dozens of potential analyses which each uses. For example, qualitative analysis might look at the narration (the lamenting story of love lost through irreconcilable water toleration differences), or the content directly (the words of blame, heat and irritation used in an interview). Quantitative analysis  may involve simple calculations for averages , or it might involve more sophisticated analysis that assesses the relationships between two or more variables (for example, personality type and likelihood to commit a hot water-induced crime). We discuss the many analysis options other blog posts, so I won’t bore you with the details here.

Qualitative vs Quantitative Research: The pros & cons on both sides

Quantitative and qualitative research fundamentally ask different kinds of questions and often have different broader research intentions. As I said earlier, they are different tools for different jobs – so we can’t really pit them off against each other. Regardless, they still each have their pros and cons.

Let’s start with qualitative “pros”

Qualitative research allows for richer , more insightful (and sometimes unexpected) results. This is often what’s needed when we want to dive deeper into a research question . When we want to find out what and how people are thinking and feeling , qualitative is the tool for the job. It’s also important research when it comes to discovery and exploration when you don’t quite know what you are looking for. Qualitative research adds meat to our understanding of the world and is what you’ll use when trying to develop theories.

Qualitative research can be used to explain previously observed phenomena , providing insights that are outside of the bounds of quantitative research, and explaining what is being or has been previously observed. For example, interviewing someone on their cold-bath-induced rage can help flesh out some of the finer (and often lost) details of a research area. We might, for example, learn that some respondents link their bath time experience to childhood memories where hot water was an out of reach luxury. This is something that would never get picked up using a quantitative approach.

There are also a bunch of practical pros to qualitative research. A small sample size means that the researcher can be more selective about who they are approaching. Linked to this is affordability . Unless you have to fork out huge expenses to observe the hunting strategies of the Hadza in Tanzania, then qualitative research often requires less sophisticated and expensive equipment for data collection and analysis.

Qualitative research also has its “cons”:

A small sample size means that the observations made might not be more broadly applicable. This makes it difficult to repeat a study and get similar results. For instance, what if the people you initially interviewed just happened to be those who are especially passionate about bathwater. What if one of your eight interviews was with someone so enraged by a previous experience of being run a cold bath that she dedicated an entire blog post to using this obscure and ridiculous example?

But sample is only one caveat to this research. A researcher’s bias in analysing the data can have a profound effect on the interpretation of said data. In this way, the researcher themselves can limit their own research. For instance, what if they didn’t think to ask a very important or cornerstone question because of previously held prejudices against the person they are interviewing?

Adding to this, researcher inexperience is an additional limitation . Interviewing and observing are skills honed in over time. If the qualitative researcher is not aware of their own biases and limitations, both in the data collection and analysis phase, this could make their research very difficult to replicate, and the theories or frameworks they use highly problematic.

Qualitative research takes a long time to collect and analyse data from a single source. This is often one of the reasons sample sizes are pretty small. That one hour interview? You are probably going to need to listen to it a half a dozen times. And read the recorded transcript of it a half a dozen more. Then take bits and pieces of the interview and reformulate and categorize it, along with the rest of the interviews.

Now let’s turn to quantitative “pros”:

Even simple quantitative techniques can visually and descriptively support or reject assumptions or hypotheses . Want to know the percentage of women who are tired of cold water baths? Boom! Here is the percentage, and a pie chart. And the pie chart is a picture of a real pie in order to placate the hungry, angry mob of cold-water haters.

Quantitative research is respected as being objective and viable . This is useful for supporting or enforcing public opinion and national policy. And if the analytical route doesn’t work, the remainder of the pie can be thrown at politicians who try to enforce maximum bath water temperature standards. Clear, simple, and universally acknowledged. Adding to this, large sample sizes, calculations of significance and half-eaten pies, don’t only tell you WHAT is happening in your data, but the likelihood that what you are seeing is real and repeatable in future research. This is an important cornerstone of the scientific method.

Quantitative research can be pretty fast . The method of data collection is faster on average: for instance, a quantitative survey is far quicker for the subject than a qualitative interview. The method of data analysis is also faster on average. In fact, if you are really fancy, you can code and automate your analyses as your data comes in! This means that you don’t necessarily have to worry about including a long analysis period into your research time.

Lastly – sometimes, not always, quantitative research may ensure a greater level of anonymity , which is an important ethical consideration. A survey may seem less personally invasive than an interview, for instance, and this could potentially also lead to greater honesty. Of course, this isn’t always the case. Without a sufficient sample size, respondents can still worry about anonymity – for example, a survey within a small department.

But there are also quantitative “cons”:

Quantitative research can be comparatively reductive – in other words, it can lead to an oversimplification of a situation. Because quantitative analysis often focuses on the averages and the general relationships between variables, it tends to ignore the outliers. Why is that one person having an ice bath once a week? With quantitative research, you might never know…

It requires large sample sizes to be used meaningfully. In order to claim that your data and results are meaningful regarding the population you are studying, you need to have a pretty chunky dataset. You need large numbers to achieve “statistical power” and “statistically significant” results – often those large sample sizes are difficult to achieve, especially for budgetless or self-funded research such as a Masters dissertation or thesis.

Quantitative techniques require a bit of practice and understanding (often more understanding than most people who use them have). And not just to do, but also to read and interpret what others have done, and spot the potential flaws in their research design (and your own). If you come from a statistics background, this won’t be a problem – but most students don’t have this luxury.

Finally, because of the assumption of objectivity (“it must be true because its numbers”), quantitative researchers are less likely to interrogate and be explicit about their own biases in their research. Sample selection, the kinds of questions asked, and the method of analysis are all incredibly important choices, but they tend to not be given as much attention by researchers, exactly because of the assumption of objectivity.

Mixed methods: a happy medium?

Some of the richest research I’ve seen involved a mix of qualitative and quantitative research. Quantitative research allowed the researcher to paint “birds-eye view” of the issue or topic, while qualitative research enabled a richer understanding. This is the essence of mixed-methods research – it tries to achieve the best of both worlds .

In practical terms, this can take place by having open-ended questions as a part of your research survey. It can happen by having a qualitative separate section (like several interviews) to your otherwise quantitative research (an initial survey, from which, you could invite specific interviewees). Maybe it requires observations: some of which you expect to see, and can easily record, classify and quantify, and some of which are novel, and require deeper description.

A word of warning – just like with choosing a qualitative or quantitative research project, mixed methods should be chosen purposefully , where the research aims, objectives and research questions drive the method chosen. Don’t choose a mixed-methods approach just because you’re unsure of whether to use quantitative or qualitative research. Pulling off mixed methods research well is not an easy task, so approach with caution!

Recap: Qualitative vs Quantitative Research

So, just to recap what we have learned in this post about the great qual vs quant debate:

• Qualitative research is ideal for research which is exploratory in nature (e.g. formulating a theory or hypothesis), whereas quantitative research lends itself to research which is more confirmatory (e.g. hypothesis testing)
• Qualitative research uses data in the form of words, phrases, descriptions or ideas. It is time-consuming and therefore only has a small sample size .
• Quantitative research uses data in the form of numbers and can be visualised in the form of graphs. It requires large sample sizes to be meaningful.
• Your choice in methodology should have more to do with the kind of question you are asking than your fears or previously-held assumptions.
• Mixed methods can be a happy medium, but should be used purposefully.
• Bathwater temperature is a contentious and severely under-studied research topic.

Psst... there’s more!

This post was based on one of our popular Research Bootcamps . If you're working on a research project, you'll definitely want to check this out ...

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thanks much it has given me an inside on research. i still have issue coming out with my methodology from the topic below: strategies for the improvement of infastructure resilience to natural phenomena

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Qualitative study design: Surveys & questionnaires

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Surveys & questionnaires

Qualitative surveys use open-ended questions to produce long-form written/typed answers. Questions will aim to reveal opinions, experiences, narratives or accounts. Often a useful precursor to interviews or focus groups as they help identify initial themes or issues to then explore further in the research. Surveys can be used iteratively, being changed and modified over the course of the research to elicit new information. 

Structured Interviews may follow a similar form of open questioning.  

Qualitative surveys frequently include quantitative questions to establish elements such as age, nationality etc. 

Qualitative surveys aim to elicit a detailed response to an open-ended topic question in the participant’s own words.  Like quantitative surveys, there are three main methods for using qualitative surveys including face to face surveys, phone surveys, and online surveys. Each method of surveying has strengths and limitations.

Face to face surveys  

• Researcher asks participants one or more open-ended questions about a topic, typically while in view of the participant’s facial expressions and other behaviours while answering. Being able to view the respondent’s reactions enables the researcher to ask follow-up questions to elicit a more detailed response, and to follow up on any facial or behavioural cues that seem at odds with what the participants is explicitly saying.
• Face to face qualitative survey responses are likely to be audio recorded and transcribed into text to ensure all detail is captured; however, some surveys may include both quantitative and qualitative questions using a structured or semi-structured format of questioning, and in this case the researcher may simply write down key points from the participant’s response.

Telephone surveys

• Similar to the face to face method, but without researcher being able to see participant’s facial or behavioural responses to questions asked. This means the researcher may miss key cues that would help them ask further questions to clarify or extend participant responses to their questions, and instead relies on vocal cues.

Online surveys

• Open-ended questions are presented to participants in written format via email or within an online survey tool, often alongside quantitative survey questions on the same topic.
• Researchers may provide some contextualising information or key definitions to help ‘frame’ how participants view the qualitative survey questions, since they can’t directly ask the researcher about it in real time. 
• Participants are requested to responses to questions in text ‘in some detail’ to explain their perspective or experience to researchers; this can result in diversity of responses (brief to detailed).
• Researchers can not always probe or clarify participant responses to online qualitative survey questions which can result in data from these responses being cryptic or vague to the researcher.
• Online surveys can collect a greater number of responses in a set period of time compared to face to face and phone survey approaches, so while data may be less detailed, there is more of it overall to compensate.

Qualitative surveys can help a study early on, in finding out the issues/needs/experiences to be explored further in an interview or focus group. 

Surveys can be amended and re-run based on responses providing an evolving and responsive method of research. 

Online surveys will receive typed responses reducing translation by the researcher 

Online surveys can be delivered broadly across a wide population with asynchronous delivery/response. 

Limitations

Hand-written notes will need to be transcribed (time-consuming) for digital study and kept physically for reference. 

Distance (or online) communication can be open to misinterpretations that cannot be corrected at the time. 

Questions can be leading/misleading, eliciting answers that are not core to the research subject. Researchers must aim to write a neutral question which does not give away the researchers expectations. 

Even with transcribed/digital responses analysis can be long and detailed, though not as much as in an interview. 

Surveys may be left incomplete if performed online or taken by research assistants not well trained in giving the survey/structured interview. 

Narrow sampling may skew the results of the survey. 

Example questions

Here are some example survey questions which are open ended and require a long form written response:

• Tell us why you became a doctor? 
• What do you expect from this health service? 
• How do you explain the low levels of financial investment in mental health services? (WHO, 2007) 

Example studies

• Davey, L. , Clarke, V. and Jenkinson, E. (2019), Living with alopecia areata: an online qualitative survey study. British Journal of Dermatology, 180 1377-1389. Retrieved from https://onlinelibrary-wiley-com.ezproxy-f.deakin.edu.au/doi/10.1111%2Fbjd.17463    
• Richardson, J. (2004). What Patients Expect From Complementary Therapy: A Qualitative Study. American Journal of Public Health, 94(6), 1049–1053. Retrieved from http://ezproxy.deakin.edu.au/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=s3h&AN=13270563&site=eds-live&scope=site  
• Saraceno, B., van Ommeren, M., Batniji, R., Cohen, A., Gureje, O., Mahoney, J., ... & Underhill, C. (2007). Barriers to improvement of mental health services in low-income and middle-income countries. The Lancet, 370(9593), 1164-1174. Retrieved from https://www-sciencedirect-com.ezproxy-f.deakin.edu.au/science/article/pii/S014067360761263X?via%3Dihub  

Below has more detail of the Lancet article including actual survey questions at: 

• World Health Organization. (2007.) Expert opinion on barriers and facilitating factors for the implementation of existing mental health knowledge in mental health services. Geneva: World Health Organization. https://apps.who.int/iris/handle/10665/44808
• Green, J. 1961-author., & Thorogood, N. (2018). Qualitative methods for health research. SAGE. Retrieved from http://ezproxy.deakin.edu.au/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=cat00097a&AN=deakin.b4151167&authtype=sso&custid=deakin&site=eds-live&scope=site   
• JANSEN, H. The Logic of Qualitative Survey Research and its Position in the Field of Social Research Methods. Forum Qualitative Sozialforschung, 11(2), Retrieved from http://www.qualitative-research.net/index.php/fqs/article/view/1450/2946  
• Neilsen Norman Group, (2019). 28 Tips for Creating Great Qualitative Surveys. Retrieved from https://www.nngroup.com/articles/qualitative-surveys/   
• << Previous: Documents
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• Last Updated: Apr 8, 2024 11:12 AM
• URL: https://deakin.libguides.com/qualitative-study-designs

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Your ultimate guide to qualitative research (with methods and examples).

16 min read You may be already using qualitative research and want to check your understanding, or you may be starting from the beginning. Learn about qualitative research methods and how you can best use them for maximum effect.

What is qualitative research?

Qualitative research is a research method that collects non-numerical data. Typically, it goes beyond the information that quantitative research provides (which we will cover below) because it is used to gain an understanding of underlying reasons, opinions, and motivations.

Qualitative research methods focus on the thoughts, feelings, reasons, motivations, and values of a participant, to understand why people act in the way they do .

In this way, qualitative research can be described as naturalistic research, looking at naturally-occurring social events within natural settings. So, qualitative researchers would describe their part in social research as the ‘vehicle’ for collecting the qualitative research data.

Qualitative researchers discovered this by looking at primary and secondary sources where data is represented in non-numerical form. This can include collecting qualitative research data types like quotes, symbols, images, and written testimonials.

These data types tell qualitative researchers subjective information. While these aren’t facts in themselves, conclusions can be interpreted out of qualitative that can help to provide valuable context.

Because of this, qualitative research is typically viewed as explanatory in nature and is often used in social research, as this gives a window into the behavior and actions of people.

It can be a good research approach for health services research or clinical research projects.

Free eBook: The qualitative research design handbook

Quantitative vs qualitative research

In order to compare qualitative and quantitative research methods, let’s explore what quantitative research is first, before exploring how it differs from qualitative research.

Quantitative research

Quantitative research is the research method of collecting quantitative research data – data that can be converted into numbers or numerical data, which can be easily quantified, compared, and analyzed .

Quantitative research methods deal with primary and secondary sources where data is represented in numerical form. This can include closed-question poll results, statistics, and census information or demographic data.

Quantitative research data tends to be used when researchers are interested in understanding a particular moment in time and examining data sets over time to find trends and patterns.

The difference between quantitative and qualitative research methodology

While qualitative research is defined as data that supplies non-numerical information, quantitative research focuses on numerical data.

In general, if you’re interested in measuring something or testing a hypothesis, use quantitative research methods. If you want to explore ideas, thoughts, and meanings, use qualitative research methods.

While qualitative research helps you to properly define, promote and sell your products, don’t rely on qualitative research methods alone because qualitative findings can’t always be reliably repeated. Qualitative research is directional, not empirical.

The best statistical analysis research uses a combination of empirical data and human experience ( quantitative research and qualitative research ) to tell the story and gain better and deeper insights, quickly.

Where both qualitative and quantitative methods are not used, qualitative researchers will find that using one without the other leaves you with missing answers.

For example, if a retail company wants to understand whether a new product line of shoes will perform well in the target market:

• Qualitative research methods could be used with a sample of target customers, which would provide subjective reasons why they’d be likely to purchase or not purchase the shoes, while
• Quantitative research methods into the historical customer sales information on shoe-related products would provide insights into the sales performance, and likely future performance of the new product range.

Approaches to qualitative research

There are five approaches to qualitative research methods:

• Grounded theory: Grounded theory relates to where qualitative researchers come to a stronger hypothesis through induction, all throughout the process of collecting qualitative research data and forming connections. After an initial question to get started, qualitative researchers delve into information that is grouped into ideas or codes, which grow and develop into larger categories, as the qualitative research goes on. At the end of the qualitative research, the researcher may have a completely different hypothesis, based on evidence and inquiry, as well as the initial question.
• Ethnographic research : Ethnographic research is where researchers embed themselves into the environment of the participant or group in order to understand the culture and context of activities and behavior. This is dependent on the involvement of the researcher, and can be subject to researcher interpretation bias and participant observer bias . However, it remains a great way to allow researchers to experience a different ‘world’.
• Action research: With the action research process, both researchers and participants work together to make a change. This can be through taking action, researching and reflecting on the outcomes. Through collaboration, the collective comes to a result, though the way both groups interact and how they affect each other gives insights into their critical thinking skills.
• Phenomenological research: Researchers seek to understand the meaning of an event or behavior phenomenon by describing and interpreting participant’s life experiences. This qualitative research process understands that people create their own structured reality (‘the social construction of reality’), based on their past experiences. So, by viewing the way people intentionally live their lives, we’re able to see the experiential meaning behind why they live as they do.
• Narrative research: Narrative research, or narrative inquiry, is where researchers examine the way stories are told by participants, and how they explain their experiences, as a way of explaining the meaning behind their life choices and events. This qualitative research can arise from using journals, conversational stories, autobiographies or letters, as a few narrative research examples. The narrative is subjective to the participant, so we’re able to understand their views from what they’ve documented/spoken.

Qualitative research methods can use structured research instruments for data collection, like:

Surveys for individual views

A survey is a simple-to-create and easy-to-distribute qualitative research method, which helps gather information from large groups of participants quickly. Traditionally, paper-based surveys can now be made online, so costs can stay quite low.

Qualitative research questions tend to be open questions that ask for more information and provide a text box to allow for unconstrained comments.

Examples include:

• Asking participants to keep a written or a video diary for a period of time to document their feelings and thoughts
• In-Home-Usage tests: Buyers use your product for a period of time and report their experience

Surveys for group consensus (Delphi survey)

A Delphi survey may be used as a way to bring together participants and gain a consensus view over several rounds of questions. It differs from traditional surveys where results go to the researcher only. Instead, results go to participants as well, so they can reflect and consider all responses before another round of questions are submitted.

This can be useful to do as it can help researchers see what variance is among the group of participants and see the process of how consensus was reached.

• Asking participants to act as a fake jury for a trial and revealing parts of the case over several rounds to see how opinions change. At the end, the fake jury must make a unanimous decision about the defendant on trial.
• Asking participants to comment on the versions of a product being developed , as the changes are made and their feedback is taken onboard. At the end, participants must decide whether the product is ready to launch .

Semi-structured interviews

Interviews are a great way to connect with participants, though they require time from the research team to set up and conduct, especially if they’re done face-to-face.

Researchers may also have issues connecting with participants in different geographical regions. The researcher uses a set of predefined open-ended questions, though more ad-hoc questions can be asked depending on participant answers.

• Conducting a phone interview with participants to run through their feedback on a product . During the conversation, researchers can go ‘off-script’ and ask more probing questions for clarification or build on the insights.

Focus groups

Participants are brought together into a group, where a particular topic is discussed. It is researcher-led and usually occurs in-person in a mutually accessible location, to allow for easy communication between participants in focus groups.

In focus groups , the researcher uses a set of predefined open-ended questions, though more ad-hoc questions can be asked depending on participant answers.

• Asking participants to do UX tests, which are interface usability tests to show how easily users can complete certain tasks

Direct observation

This is a form of ethnographic research where researchers will observe participants’ behavior in a naturalistic environment. This can be great for understanding the actions in the culture and context of a participant’s setting.

This qualitative research method is prone to researcher bias as it is the researcher that must interpret the actions and reactions of participants. Their findings can be impacted by their own beliefs, values, and inferences.

• Embedding yourself in the location of your buyers to understand how a product would perform against the values and norms of that society

Qualitative data types and category types

Qualitative research methods often deliver information in the following qualitative research data types:

• Written testimonials

Through contextual analysis of the information, researchers can assign participants to category types:

• Social class
• Political alignment
• Most likely to purchase a product
• Their preferred training learning style

Advantages of qualitative research

• Useful for complex situations: Qualitative research on its own is great when dealing with complex issues, however, providing background context using quantitative facts can give a richer and wider understanding of a topic. In these cases, quantitative research may not be enough.
• A window into the ‘why’: Qualitative research can give you a window into the deeper meaning behind a participant’s answer. It can help you uncover the larger ‘why’ that can’t always be seen by analyzing numerical data.
• Can help improve customer experiences: In service industries where customers are crucial, like in private health services, gaining information about a customer’s experience through health research studies can indicate areas where services can be improved.

Disadvantages of qualitative research

• You need to ask the right question: Doing qualitative research may require you to consider what the right question is to uncover the underlying thinking behind a behavior. This may need probing questions to go further, which may suit a focus group or face-to-face interview setting better.
• Results are interpreted: As qualitative research data is written, spoken, and often nuanced, interpreting the data results can be difficult as they come in non-numerical formats. This might make it harder to know if you can accept or reject your hypothesis.
• More bias: There are lower levels of control to qualitative research methods, as they can be subject to biases like confirmation bias, researcher bias, and observation bias. This can have a knock-on effect on the validity and truthfulness of the qualitative research data results.

How to use qualitative research to your business’s advantage?

Qualitative methods help improve your products and marketing in many different ways:

• Understand the emotional connections to your brand
• Identify obstacles to purchase
• Uncover doubts and confusion about your messaging
• Find missing product features
• Improve the usability of your website, app, or chatbot experience
• Learn about how consumers talk about your product
• See how buyers compare your brand to others in the competitive set
• Learn how an organization’s employees evaluate and select vendors

6 steps to conducting good qualitative research

Businesses can benefit from qualitative research by using it to understand the meaning behind data types. There are several steps to this:

• Define your problem or interest area: What do you observe is happening and is it frequent? Identify the data type/s you’re observing.
• Create a hypothesis: Ask yourself what could be the causes for the situation with those qualitative research data types.
• Plan your qualitative research: Use structured qualitative research instruments like surveys, focus groups, or interviews to ask questions that test your hypothesis.
• Data Collection: Collect qualitative research data and understand what your data types are telling you. Once data is collected on different types over long time periods, you can analyze it and give insights into changing attitudes and language patterns.
• Data analysis: Does your information support your hypothesis? (You may need to redo the qualitative research with other variables to see if the results improve)
• Effectively present the qualitative research data: Communicate the results in a clear and concise way to help other people understand the findings.

Qualitative data analysis

Evaluating qualitative research can be tough when there are several analytics platforms to manage and lots of subjective data sources to compare.

Qualtrics provides a number of qualitative research analysis tools, like Text iQ , powered by Qualtrics iQ, provides powerful machine learning and native language processing to help you discover patterns and trends in text.

This also provides you with:

• Sentiment analysis — a technique to help identify the underlying sentiment (say positive, neutral, and/or negative) in qualitative research text responses
• Topic detection/categorisation — this technique is the grouping or bucketing of similar themes that can are relevant for the business & the industry (eg. ‘Food quality’, ‘Staff efficiency’ or ‘Product availability’)

How Qualtrics products can enhance & simplify the qualitative research process

Even in today’s data-obsessed marketplace, qualitative data is valuable – maybe even more so because it helps you establish an authentic human connection to your customers. If qualitative research doesn’t play a role to inform your product and marketing strategy, your decisions aren’t as effective as they could be.

The Qualtrics XM system gives you an all-in-one, integrated solution to help you all the way through conducting qualitative research. From survey creation and data collection to textual analysis and data reporting, it can help all your internal teams gain insights from your subjective and categorical data.

Qualitative methods are catered through templates or advanced survey designs. While you can manually collect data and conduct data analysis in a spreadsheet program, this solution helps you automate the process of qualitative research, saving you time and administration work.

Using computational techniques helps you to avoid human errors, and participant results come in are already incorporated into the analysis in real-time.

Our key tools, Text IQ™ and Driver IQ™ make analyzing subjective and categorical data easy and simple. Choose to highlight key findings based on topic, sentiment, or frequency. The choice is yours.

Some examples of your workspace in action, using drag and drop to create fast data visualizations quickly:

Related resources

Market intelligence 10 min read, marketing insights 11 min read, ethnographic research 11 min read, qualitative vs quantitative research 13 min read, qualitative research questions 11 min read, qualitative research design 12 min read, primary vs secondary research 14 min read, request demo.

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Ever had a tough time with quantitative research? You're not alone! 

Quantitative research is the process of collecting and analyzing numerical data to understand and study various phenomena using statistical methods. Many find this tedious process tricky. 

But don't worry! 

Our complete guide is here to guide you through the important steps and tricks to handle this challenge with confidence. We've even added some examples to make it easier. 

So, let's dive in and learn together!

• 1. Quantitative Research Definition - What is Quantitative Research?
• 2. Data Collection in Quantitative Research
• 3. Data Analysis in Quantitative Research
• 4. Types of Quantitative Research Methods for Students and Researchers
• 5. Types of Data Collection Methodologies in Quantitative Research
• 6. Quantitative vs. Qualitative Research
• 7. Advantages and Strengths of Quantitative Research
• 8. Disadvantages and Weaknesses of Quantitative Research

Quantitative Research Definition - What is Quantitative Research?

Quantitative research involves gathering and studying numerical data. Its applications include identifying trends, making forecasts, testing cause-and-effect links, and drawing broader conclusions applicable to larger groups.

In this method, researchers employ tools such as surveys, experiments, and observations to gather data. Whereas in qualitative research, you deal with non-numeric data, such as text, video, or audio.

Quantitative research is extensively applied in natural and social sciences, including biology, chemistry, psychology, economics, sociology, and marketing, among others.

Characteristics of Quantitative Research

Here are some distinct quantitative research characteristics:

• Large Sample Sizes: Quantitative studies often involve larger sample sizes, allowing for more robust statistical analyses and generalizability of findings.
• Statistical Analysis: Statistical techniques and tools are extensively used to analyze data, unveiling patterns, relationships, and significance.
• Objective and Replicable: Quantitative research aims for objectivity and replicability. Other researchers should be able to conduct the same study and obtain similar results.
• Closed-Ended Questions: Surveys and questionnaires typically use closed-ended questions with predefined response options, making data analysis more straightforward.
• Quantifiable Variables: Researchers identify and measure variables that can be quantified, such as age, income, or test scores, for precise analysis.
• Hypothesis Testing: It often involves testing hypotheses and making inferences about populations based on sample data.
• Cross-Sectional or Longitudinal: Studies can be cross-sectional (data collected at a single point in time) or longitudinal (data collected over an extended period).
• Generalizability: Quantitative research seeks to generalize findings from a sample to a larger population, provided the sample is representative.

These characteristics make quantitative research different from qualitative research.

Data Collection in Quantitative Research

Data collection is the systematic process of gathering information for research purposes. It is a critical starting point, ensuring that the information gathered is relevant, accurate, and comprehensive.

• Structured Instruments - Quantitative research typically employs structured instruments like surveys and questionnaires. These tools ensure consistency in data gathering by posing the same set of questions to each participant.
• Sampling Methods - Researchers use various sampling techniques, such as random sampling, stratified sampling, or convenience sampling, to select a representative group from the target population.
• Objective Observation - Data collection often involves objective observations of phenomena. This may include recording numerical data, such as counting occurrences or measuring attributes.
• Experimental Control - In experimental research, control over variables is essential. Researchers manipulate one or more variables to observe their impact on the outcome, maintaining control over external factors.

Data Analysis in Quantitative Research

Data analysis is the second important aspect of quantitative research. After collecting the data, the data is analyzed with statistical methods. When analyzing, it is important that the results are relevant and related to the objective and aim of the research.

Below are some common statistical analysis methods that are used to analyze the collected data.

• SWOT Analysis - It stands for Strengths, Weaknesses, Opportunities, and Threats. Businesses use this kind of analysis to evaluate their performance and develop appropriate strategies.
• Conjoint Analysis - This kind of analysis helps businesses to identify how customers make difficult purchasing decisions. The businesses involved in direct sales and purchases know this and use the analysis to make the decisions.
• Cross-tabulation - A preliminary statistical analysis helps understand patterns, trends, and relationships between the various factors of the research.
• TURF Analysis - It stands for Totally Unduplicated Reach and Frequency Analysis. It is conducted to collect and analyze the data and responses of a chosen or favored target group.

Afterward, other methods like inferential statistics could be used to gather the results. 

Types of Quantitative Research Methods for Students and Researchers

‘What are the four types of quantitative research?’

Quantitative research has four distinct types, and all four of them are regarded as primary research methods. Primary quantitative research is more common and useful than secondary research methods. 

It is mainly because, in them, the researcher collects the data directly. He does not depend on previous research and collects the data from scratch. 

Below are the four types of quantitative research methods.

Survey Research 

This type of research is conducted through means of online surveys, online polls, and questionnaires. A group of people is chosen for the survey, and the method is used by big and small organizations and companies. They use it to understand their customers better.

Ideally, the survey is done through face-to-face meetings and interviews. Now, it is conducted through various online methodologies. Below are the common types of surveys.

• Cross-Sectional Survey - This research is conducted on a selected group of people at a certain point in time. The researcher evaluates several things. The selected group of people has similarities in all aspects except the ones chosen by the researcher. This kind of research is used for industries like retail, small-scale businesses, and healthcare industries.
• Longitudinal Survey - This research is based on observing a specific group of people for a set duration. The duration could be days, months, or even years. The researcher observes the change in behavior of the selected group of people.

This kind of research is used in the fields of applied sciences, medicine, and marketing.

Correlational Research 

Correlational research is conducted to identify the relationship between two entities. These entities must be closely related and have a significant impact on each other.

This research is conducted to identify, evaluate, and understand the correlation between the variables and how they depend on each other.

The researchers use mathematical and statistical methods to understand this correlation. Some factors that they consider include relationships, trends, and patterns between these variables.

Sometimes, the researchers make changes in one of the variables to notice the effect on the other one.

Causal-comparative Research 

This research is also known as quasi-experimental research. It is based on the cause and effect relationship between the two variables. Here, one of the variables is dependent on the other one, but the other one is independent. The researcher does not change the independent variable.

The research is not limited to statistical analysis only but includes other groups and variables also. The research could be conducted on the variables, no matter the kind of relationship they have. The statistical analysis method is used to acquire the results.

Experimental Research

This kind of research is based on proving or contradicting a theory or statement. It is also known as true experimentation and is usually focused on single or multiple theories.

The respective theory is not proven yet, and the research method is commonly used in natural sciences.

There could be some theories involved in this research. Due to this, it is more common in social sciences.

Types of Data Collection Methodologies in Quantitative Research

After determining the kind of research, finding the right data collection method is the most important step. Data could be collected through both the sampling and surveys and polls method.

Sampling Data Collection Method

In quantitative research, two types of sampling methods are used: probability and non-probability sampling.

1. Probability Sampling 

The data is collected by sifting some individuals from the general population and creating samples. The individuals, data samples are chosen randomly and without any particular selection criteria.

Probability sampling is further divided into the following kinds.

• Simple Random Sampling - This kind of data selection is the simplest one, and the participants are chosen randomly. This kind of sampling is conducted on a large population.
• Stratified Random Sampling - In this sampling, the population is divided into several groups and strata. The participants for the research are chosen randomly from those groups.
• Cluster Sampling - In cluster sampling, the population is divided into several clusters based on geography and demography.
• Systematic Sampling - In this, the samples from the population are chosen at regular intervals. These intervals are predefined, and usually, they are calculated based on the population or size of the target sample.

2. Non-Probability Sampling 

In this kind of data collection, the researcher uses his knowledge and experience to choose the samples. The researcher is involved and has a set of criteria. Due to this, not all individuals have the chance to be selected for the research.

Below are the main types of non-probability sampling frameworks.

• Convenience Sampling - These kinds of samples are probably the easiest to obtain. They are chosen only because they are the easiest ones to obtain. They are usually closer to the researcher, and these samples are easy to work with because there are no rigid parameters.
• Consecutive Sampling - This is similar to convenience sampling, but the researcher could choose a specific group of people for his research. The researcher could repeat the process with other groups of samples.
• Quota Sampling - The researchers select some specific elements based on the researcher’s target personalities and traits. Based on this, different individuals in the groups have equal chances of getting selected.
• Snowball Sampling - This kind of sampling is done on a target audience or a chosen group that is difficult to contact. In this, the chosen group is difficult to put together.
• Judgemental Sampling - This kind of sample is built based on the researcher’s skills, experience, and preferences.

Survey and Polls Data Collection Method

After the sample or group is chosen, the researcher could use polls or surveys to collect the required research data.

In this kind of research, the data is collected from a selected group of people. The data is used to identify new trends and collect information about different things and topics. Through the survey, the researcher could reach a wider population.

Based on the time allocated for the research, it could be used to collect more information and data.

When creating questions and options for the survey, the researchers use four measurement scales or criteria. These four parameters include nominal, interval, ordinal, and ratio measurement scales. Without them, no multiple-choice questions could be created.

The questions used for the survey must be close-ended. These could be a mix of different kinds of questions, and the responses could be analyzed through different rating scales.

After creating the survey, the next thing is to distribute it. Below are some of the commonly used survey distribution methods.

• Email - The most common method of distributing the survey is email management software to dispense the survey to your selected participants.
• Buying the Respondents - This is also a quite famous and widely used survey distribution method. Select the respondent and have him respond to the survey. Since the respondents would be knowledgeable, they will help in maximizing the results.
• Embedding the Survey on a Website - This is a great way of getting more responses and targeted results. Embedding the survey on a website works because the researcher is at the right place and close to the brand.
• Social Distribution - Distributing the survey through a social media platform helps collect more responses from the right audience.
• QR Code - The survey is stored in the QR code, and it is printed in magazines or on business cards.
• SMS Survey - It is the most convenient way of collecting more responses and data.

Like surveys, polls are also used to collect the data. It also has close-ended quantitative research questions, and election and exit polls are commonly used in this survey.

Quantitative vs. Qualitative Research

Quantitative and qualitative research are major kinds of research. They are mainly used in the subjects that follow detailed research patterns. How does it differ from quantitative research? 

Below is a detailed comparison of the two kinds of research.

Want to know more about the differences between these types of research? Check out this extensive read on qualitative vs. quantitative research to get more insights!

Advantages and Strengths of Quantitative Research

Quantitative research offers several advantages to researchers. Some of the main reasons why researchers use this kind of research are discussed below: 

• The Data Can Be Replicated - The research and study could be replicated. The data collection methods and definitions of the concepts are clear and easy to understand.
• The Results Can Be Compared Easily - The same study could be conducted in different cultural settings and sample groups. The results could also be compared statistically.
• Usage of Large Samples - Data and information from large samples could be processed and analyzed using different research procedures.
• Hypothesis Could be Tested - The researcher could use formal hypothesis testing. He could report the data collection, research variables, research predictions, and testing techniques before forecasting and establishing any conclusion.
• The Data Collection is Quick - The data could be collected easily and from a wider population. The usage of statistical methods and conducting and analyzing results is also easy and to the point.
• The Data Analysis is Inclusive - Quantitative data and research offer a wider population for sampling. They could be analyzed through research and analysis procedures.

Due to all of these advantages, researchers prefer using this kind of research method. It is easy to sample, collect, and analyze data and repeat the procedure easily.

Disadvantages and Weaknesses of Quantitative Research

Despite the benefits for the researchers, quantitative research design has some limitations. It may not be suitable for more complex and detailed kinds of topics.

Below are some common quantitative research limitations.

• Superficial - since the research includes limited and precise research samples. In quantitative research, the research is presented in numbers. They could be explained in detail through qualitative data and research.
• Limited Focus - the focus is narrow and limited, and the researcher would have to ignore other relevant and important variables.
• Biased Structure - structural biases could exist and affect sampling methods, data collection, and measurement results.
• Lack of Proper Conditions - sometimes, quantitative research may not include other important factors to collect the data.

Due to these reasons, quantitative research is not an ideal choice for detailed kinds of research. For them, qualitative research works better.

To help you further, we have added some useful examples of quantitative research here.

Quantitative Research Examples

Below are some helpful quantitative research examples to help you understand it better.

Sample Quantitative Research

Quantitative Research Example for Students

Now that you've got the hang of how to do quantitative research and why it's valuable, you're all set to begin your research journey.

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Research Specialist

• Madison, Wisconsin
• SCHOOL OF EDUCATION/WIS CENTER FOR EDUCATION RESCH-GEN
• Partially Remote
• Staff-Full Time
• Staff-Part Time
• Opening at: May 7 2024 at 13:55 CDT
• Closing at: May 21 2024 at 23:55 CDT

Job Summary:

The Teaming Up for Equity in Science: Supporting NGSS Three-dimensional Learning and Achievement through Actionable Assessment project seeks an education researcher to join a team investigating how to make middle school assessment more meaningful for students. The research specialist will support quantitative and qualitative research into the educational efficacy of an innovative middle school science assessment system called ONPAR. Research activities include surveys, interviews, analysis of assessment results, education data, and user feedback. This is a grant-funded position which ends 12/31/2026. The Teaming Up for Equity in Science: Supporting NGSS Three-dimensional Learning and Achievement through Actionable Assessment project will examine the use of the ONPAR NGSS-based assessment system to leverage data to inform teaching and learning and conduct a randomized controlled trial to assess its effectiveness. The project will refine and validate ONPAR materials to meet the needs of users, increase teacher efficacy for NGSS assessment and data-driven instruction through professional development, improve outcomes for high-need middle school science learners, particularly ELs and students who struggle with reading, and build capacity for sustaining and expanding the use of the ONPAR assessment system. More information on the project can be found at http://iiassessment.wceruw.org/ . 

Responsibilities:

• 30% Conducts research experiments according to established research protocols with moderate impact to the project(s). Collects data and monitors test results
• 20% Operates, cleans, and maintains organization of research equipment and research area. Tracks inventory levels and places replenishment orders
• 20% Reviews, analyzes, and interprets data and/or documents results for presentations and/or reporting to internal and external audiences
• 10% Participates in the development, interpretation, and implementation of research methodology and materials
• 10% Provides operational guidance on day-to-day activities of unit or program staff and/or student workers
• 10% Performs literature reviews and writes reports

Institutional Statement on Diversity:

Diversity is a source of strength, creativity, and innovation for UW-Madison. We value the contributions of each person and respect the profound ways their identity, culture, background, experience, status, abilities, and opinion enrich the university community. We commit ourselves to the pursuit of excellence in teaching, research, outreach, and diversity as inextricably linked goals. The University of Wisconsin-Madison fulfills its public mission by creating a welcoming and inclusive community for people from every background - people who as students, faculty, and staff serve Wisconsin and the world. For more information on diversity and inclusion on campus, please visit: Diversity and Inclusion

Required Bachelor's Degree minimum in science education or closely related field Preferred Master's Degree MA in science education preferred

Qualifications:

Required: -experience working in K-12 science education (classroom, research or other related position) -experience assisting with or conducting quantitative and qualitative research and following research procedures -excellent written and oral communication skills -self-motivated -able to thrive in a minimal supervision environment Preferred: -experience organizing and cleaning quantitative data -familiarity with science assessment -experience conducting literature reviews and writing reports -attentive to detail -strong collaboration skills

Full or Part Time: 80% - 100% This position may require some work to be performed in-person, onsite, at a designated campus work location. Some work may be performed remotely, at an offsite, non-campus work location. The balance of in-person and remote work for this position will be discussed at the time of hire.

Appointment Type, Duration:

Terminal, 30 month appointment. This position has the possibility to be extended or converted to an ongoing appointment based on need and/or funding

Minimum $44,543 ANNUAL (12 months) Depending on Qualifications Employees in this position can expect to receive benefits such as generous vacation, holidays, and paid time off; competitive insurances and savings accounts; retirement benefits.

Additional Information:

The Wisconsin Center for Education Research (WCER), established in 1964, is one of the first, most productive, and largest university-based education research and development centers in the world. WCER's researchers and staff work to make teaching and learning as effective as possible for all ages and all people. WCER's mission is to improve educational outcomes for diverse student populations, impact education practice positively and foster collaborations among academic disciplines and practitioners. To this end, our center helps scholars and practitioners develop, submit, conduct, and share grant-funded education research. At WCER, all employees share five fundamental organization values to guide the purpose and quality of our work and interactions within ourselves and our outside stakeholders. The values that the work and people of WCER strive to uphold are: - Innovation and Excellence. Continuous improvement is a driver for excellence. We innovate and improve in our work to advance education through leading research and development. - Equitable Education. Equitable education is essential to a healthy society. We aim to reverse imbalances and injustices in education through our work. - Affirming and Increasing Diversity. Individual differences and group diversity inspire creative and equitable outcomes. We actively affirm and seek to increase such diversity in our center. - Healthy Workplace. The well-being of our workplace enhances success for all. We commit to a workplace based on mutual respect and transparency. - Partnering Across Differences. Diverse backgrounds and expertise improve the quality of our work. We collaborate across disciplines, methodologies, organizations, and communities to strengthen our research and development outcomes. If you need to request an accommodation because of a disability during the recruitment process, please email [email protected]  and one of our Division Disability Representatives will contact you. More information can also be found at https://employeedisabilities.wisc.edu/disability-accommodation-information-for-applicants/ . 

How to Apply:

Please click on the "Apply Now" button to start the application process. As part of the application process, you will be required to submit: - A cover letter addressed to Laura Wright describing how your experience and qualifications meet the requirements of this position - A current resume - A list with the contact information of at least three professional references

Becky Ohan [email protected] 608-262-5158 Relay Access (WTRS): 7-1-1. See RELAY_SERVICE for further information.

Official Title:

Research Specialist(RE047)

Department(s):

A17-SCHOOL OF EDUCATION/WCER

Employment Class:

Academic Staff-Terminal

Job Number:

The university of wisconsin-madison is an equal opportunity and affirmative action employer..

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