Qualitative vs. Quantitative Research: 5 Key Differences and When to Use Each

Businesses rely on research to make informed decisions, but choosing between qualitative and quantitative research depends on the goals of the study. Here are five key differences and guidance on when to use each:

Quantitative data seeks to measure patterns, trends, and relationships using numbers, while qualitative data explores deep meanings, motivations, and experiences behind behaviors. It is important to note that no one type is inherently better than the other. Quantitative data is not automatically robust because it has numbers, and qualitative methodology is not instantly less valuable because it tells stories.

The best research to use will be based on the objectives of your study. Therefore, by understanding these key differences and knowing when to leverage each method, you can make smarter, more informed business decisions that resonate with your audience.

Still not sure? We can provide expert guidance to execute your business research effectively! Whether you need help with your research question, building your survey tool, or qualitative or quantitative analysis, you can book a session with Zahra Miller today!