Qualitative VS. Quantitative What's the difference?

Quantitative, Qualitative, or Mixed Methods: Where to Start?

Quantitative 

Quantitative methods focus on gathering numerical data through polls, surveys, or existing datasets, then numerically analyzing the gathered information to explain an event or a hypothesis.  

Key points of quantitative methodology:

• Used for broad studies with large amounts of data 
• Aids in study replication 
• Helps avoid bias in results 
• Draws generalizations and makes comparisons over examined phenomena 

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Sage Research Methods has numerous guides, how to videos, and books on various quantitative methods. Check out a list of resources here. 

Qualitative 

Qualitative methodology tends to work with smaller groups to pinpoint the nuances of behavior and social norms. This methodology is concerned with gaining a deeper understanding of a phenomena through interactions. 

Key points of qualitative methodology:

• Used for small groups
• Provides more contextual and descriptive information
• Allows room for ambiguity and contradictions 
• Difficult to replicate 

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Sage Research Methods has numerous guides, how to videos, and books on conducting and understanding qualitative research. Check out a list of resources here. 

Or... Mixed Methods

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Mixed methods combines qualitative research and quantitative research. The hypothesis and research  design must fit both quantitative and qualitative needs, but can offer greater insight into the subject at hand. To learn more about mixed methodology, when to use it, and how to design a research method,  check out this suggested reading list. 

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