In a contemporary world, there are two fundamentally different approaches of researches such as qualitative and quantitative ones. The qualitative survey provides an opportunity to collect detailed information on the topic and formulate hypotheses, which help to choose directions for quantitative research and verify the correctness of the created theories (Flick, 2014). The quantitative survey generates numerical data that can be converted into statistics, while qualitative research produces non-numeric data (Flick, 2014). Thus, qualitative research differs significantly from quantitative one in such ways as research objectives, data collection methods, approaches, type of data, and some other characteristics.
The first way, in which qualitative research differs from the quantitative survey, is the goals of the survey. The primary objective of a qualitative study is to provide a complete and detailed description of the research topic (Flick, 2014). On the other hand, quantitative research focuses more on the calculation and classification of features of the object, as well as on the construction of statistical models and numbers (Flick, 2014). For example, a qualitative study may have a goal to find out how consumers relate to a Coca-Cola drink, while quantitative research may have a goal to learn statistics on purchases of this drink. In this regard, the purpose of the quantitative survey is a generalization, prediction, and causal explanation, while qualitative research is aimed at the interpretation, contextualization, and understanding of the principles of life and the actions of individuals (Yilmaz, 2013).
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The second difference between qualitative and quantitative research is their use. The qualitative survey is ideal for earlier phases of research, but quantitative investigation is recommended for the latter part of the study. Quantitative survey, in comparison with the qualitative ones, gives the researcher a clearer picture of the expected results of the survey. For instance, in the political sphere, qualitative research can be used to find out the attitude of the electorate towards a particular presidential candidate. On the other hand, a quantitative survey can be used in order to find out the quantitative preference of voters for different candidates.
The next difference is data collection tools. In a quantitative study, the researcher performs the function of a primary data collection tool (Leavy, 2014). In such studies, the researcher uses different data collection strategies, depending on the research approach (Leavy, 2014). The examples of data collection strategies used in a qualitative study are individual in-depth interviews, structured and unstructured interviews, focus groups, analysis of stories, content or documents, observation, and archival research (Leavy, 2014). In contrast, quantitative research includes such tools as questionnaires, routine surveys, measurements, and other techniques for accumulating numerical or measurable data.
The fourth point, in which these two approaches to surveys differ, is the data type. Data representation in qualitative research has the form of words (for instance, an interview) and images (for example, a video) or objects (for instance, an artifact). In contrast, the results of the quantitative study contain data that are often presented in tables and graphs, which include numbers and statistics (Yilmaz, 2013). Indeed, qualitative studies are focused on the quality of the data, but not on its quantity (Yilmaz, 2013).
Another difference between these two types of research is the approach. Qualitative research is primarily subjective, as it is aimed to understand human behavior and the reasons that underlie such behavior (Flick, 2014). Scientists tend to dive subjectively into the content in this type of research. On the other hand, in a quantitative study, scientists objectively analyze the obtained data. Therefore, the quantitative survey is objective, since it is directed only for accurate measurements and analysis of target concepts for answering the research question.
Consequently, qualitative research significantly differs from the quantitative one. The qualitative survey is considered more subjective, while quantitative is objective. Additionally, the qualitative investigation focuses on collecting mostly verbal data rather than the numerical one. Information obtained in a qualitative study is analyzed in an interpretive, subjective, impressionistic, or even diagnostic manner. Contrary, in a quantitative survey, only those data, which can be quantified, are collected and analyzed.
References
Flick, U. (2014). An introduction to qualitative research . Los Angeles, CA: SAGE.
Leavy, P. (2014). The Oxford handbook of qualitative research . Oxford University Press.
Yilmaz, K. (2013). Comparison of Quantitative and Qualitative Research Traditions: epistemological, theoretical, and methodological differences. European Journal of Education , 48 (2), 311-325. doi: 10.1111/ejed.12014
