Watch this straightforward explanation of study designs. The real world examples should make it easier to remember the differences between qualitative and quantitative.
Quantitative research aims to develop objective theories by generating quantifiable numerical data. So quantitative research is about the “how many” or “how often” or "how large". The focus is on measurable data and numerical analysis.
Quantitative research can use different types of study design. Each type of study design has different methods with unique advantages and disadvantages.
Qualitative research aims to understand and describe behaviour by exploring beliefs, motivations or reasoning. So qualitative research focuses on life experiences; they are more about the “why” and “how”. Qualitative studies use categorical or descriptive data collected from interviews, observations, surveys or other records.
Qualitative research includes different types of study design. Each type of study has different methods with unique advantages and disadvantages.