Quantitative Research: Numbers & Statistics

Quantitative research focuses on numerical values to test hypotheses or confirm theories through statistical analyses. This type involves collecting large datasets using methods such as surveys with closed-ended questions, experiments where variables are controlled and manipulated, observations in natural environments without control over variables, literature reviews of published works by other authors.

Quantitative data collection techniques include:

  • Surveys: Distributed to a sample population via online platforms or face-to-face interactions.
  • Experiments: Manipulating independent variables while controlling for confounding factors.
  • Observations: Recording events in natural settings without intervention.

Common quantitative biases and limitations are information bias, omitted variable bias, sampling bias, selection bias.

Qualitative Research: Words & Meanings

Qualitative research focuses on the realm of words to understand concepts, thoughts, or experiences through open-ended questions during interviews, observations described verbally, literature reviews exploring theoretical frameworks.

Key qualitative data collection methods include:

  • Interviews with in-depth questioning and follow-up clarification
  • Observations where events are documented using descriptive language
  • Literature Reviews examining existing theories & conceptualizations


Qualitative research is susceptible to biases such as the Hawthorne effect (observer influence), observer bias, recall bias, social desirability bias.


The Differences Between Quantitative vs. Qualitative Research Methods

Quantitative and qualitative approaches differ in their data collection methods, analysis procedures, and insights gained.

Data Collection Techniques

Both quantitative & qualitative research employ various techniques for collecting information; however some are more commonly associated with one type over the other

Commonly used both: Surveys (can be open-ended or closed), Observational studies (data can represent numbers e.g., rating scales) Case Studies.

Quantitative data collection methods tend to focus on numerical representations, whereas qualitative approaches emphasize descriptive language.


When Choosing Between Qualitative vs. Quantitative Research Methods

A general guideline for selecting between these two is:

Use quantitative research if you aim to confirm or test a hypothesis/theory Use qualitative research when seeking in-depth understanding of concepts/thoughts/experiences

Most topics allow the use of either, mixed-method approaches combining both are also viable options depending on your question(s), deductive vs. inductive approach and practical considerations such as time & resources.


Research Question

Example: How satisfied are students with their studies?

Quantitative Approach:

Survey 300 university students asking questions like "on a scale from 1-5, how do you rate professors?" Statistical analysis can reveal average ratings (e.g., 4.2).

Qualitative approach:

Conduct in-depth interviews using open-ended queries such as: “How satisfied are you with your studies?” Transcribe & analyze responses to identify common themes.

Mixed Methods Approach:

Combine both approaches by first conducting qualitative research through interviews, then quantifying the findings via a survey.

Analyzing Qualitative and Quantitative Data

Data analysis is crucial for extracting meaningful insights from collected data. The approach differs significantly between quantitative (numbers) and qualitative methods (words).


Quantitative Analysis: Numbers & Statistics

Use statistical software like Excel or SPSS to discover patterns, correlations/causations in numerical datasets.

Common analyses include:


Qualitative Data Analysis:

Analyze text-based data through various techniques such as content tracking (word frequency), thematic identification & discourse examination.

Some common qualitative approaches are: 

  • Qualitative Content Analysis - examining word occurrences, positions and meanings.
  • Thematic Analysis – closely analyzing the dataset to identify main themes/patterns
  • Discourse analysis- studying communication dynamics in social contexts.
  • Qualitative research within management


Ultimately understanding when to use each method depends on your research question(s), whether you're taking an inductive or deductive approach & practical considerations such as time, resources and access. By combining both qualitative and quantitative methods (mixed-method approaches) researchers can gain a more comprehensive view of their subject matter.