What is Qualitative vs. Quantitative Research?

Summary

In this video, Dustin Harding, an assistant professor of marketing at UVU, explains the key differences between qualitative and quantitative research. Qualitative research focuses on gathering descriptive insights, such as customer interviews or analyzing social media posts, to understand the 'why' behind observations. Quantitative research, on the other hand, involves counting or measuring numerical data to track or test theories, such as rating products or counting likes. Both methods are most powerful when combined, offering complementary insights that help improve products or services. Ultimately, choosing the right method depends on the type of question being asked.

Takeaways

• 😀 Qualitative research focuses on gathering language, pictures, or descriptions to explore observations, rather than counting numbers.
• 😀 It helps to drive theories or understand the 'how' or 'why' something happens, like customer interviews or analyzing memes.
• 😀 A limitation of qualitative research is that the data is filtered through the researcher's own biases and understanding.
• 😀 Quantitative research is about counting or gathering numerical data to analyze observations or test theories.
• 😀 An example of quantitative research could be asking people to rate a product or tracking likes on a post.
• 😀 Quantitative research often lacks the 'why' behind observations, focusing only on numbers and measurements.
• 😀 Both research methods are powerful when used together, as they provide complementary insights.
• 😀 Qualitative research can help generate hypotheses or theories, while quantitative research can test those theories with data.
• 😀 For instance, customer interviews can uncover product improvement ideas, which can then be tested quantitatively through surveys.
• 😀 Understanding both qualitative and quantitative research methods is essential for becoming a great researcher.
• 😀 Neither qualitative nor quantitative research is inherently better; they are tools to answer different types of questions and gain distinct insights.

Q & A

What is the main difference between qualitative and quantitative research?

Qualitative research focuses on gathering descriptions, language, and insights behind an observation, often exploring the 'how' or 'why'. Quantitative research, on the other hand, involves counting or gathering numerical data to track, analyze, or test theories.

How does qualitative research help in product development?

Qualitative research helps by providing valuable non-numeric insights. For example, interviewing customers about their thoughts on a product or analyzing social media posts can reveal customer preferences, opinions, and suggestions for improving a product or service.

What is a potential drawback of qualitative research?

A potential drawback of qualitative research is that the data may be biased by the researcher’s own understanding and beliefs, as the data is filtered through their perspective.

What is the primary focus of quantitative research?

Quantitative research focuses on gathering numerical data, often to track patterns, test theories, or analyze observations using measurable values, such as ratings, likes, or survey results.

Why might quantitative data fail to explain certain findings?

Quantitative data often lacks the context needed to explain the 'why' behind an observation. While it may show patterns or correlations, it doesn’t provide the deeper reasons or motivations behind the numbers.

How can qualitative and quantitative research complement each other?

Qualitative and quantitative research can be combined for a more comprehensive understanding. For example, qualitative insights from customer interviews can inform hypotheses, which are then tested through quantitative methods like surveys or metrics.

Can qualitative research help in forming theories or hypotheses?

Yes, qualitative research can help form theories or hypotheses by uncovering underlying reasons, motivations, or insights behind certain behaviors, which can then be explored further through quantitative methods.

How might a researcher use qualitative research after noticing a trend in quantitative data?

If a researcher notices a trend in quantitative data, they may conduct qualitative research, such as reviewing post comments, to understand the reasons behind the trend and theorize why certain behaviors or preferences exist.

What are the advantages of using both research methods together?

Using both methods together allows researchers to gain a fuller picture. Qualitative research provides context and deeper understanding, while quantitative research allows for validation and generalization of findings through measurable data.

Is one research method better than the other?

Neither qualitative nor quantitative research is inherently better than the other. Each method serves different purposes and is used to answer different types of questions, so the choice depends on the research objectives.