What is Qualitative and Quantitative Research?

Qualitative Research

Qualitative Research is collected using words rather than numbers. They consist of open-ended questions, it is much harder to analyse than Quantitative data due to its descriptive nature. The methods used to collect this data usually vary from unstructured or semi-structured techniques. Focus groups is one of the most common methods used when receiving qualitative data, Individual interviews is another common way of collecting data. The difference between Qualitative and Quantitative data is that Qualitative data can help develop ideas as it delves deeper into peoples insights and considers peoples personal opinions especially with open questions using peoples own words. Even though this technique can be very time consuming with its initial preparation and the analyzation of the data but still it is highly effective way on receiving constructive criticism when wanting to improve something. 

OR

Quantitative Research

Quantitative Research collects data in a numerical form, often situated in categories and in rank order Tick boxes are often used to collect data as these applications can be used to construct easy to read graphs and tables. Unlike Qualitative data, Quantitative data has many more structured methods of collecting data, for e.g they are often used in online surveys. Closed questions such as 'Yes or No' answers and Rating scales which are often used in surveys can also be put into categories, and so are also considered as Quantitative Data as they generate usable numerical data to create statistics.