Qualitative vs. quantitative: definition and differences

Empirical research can generally be divided into qualitative and quantitative procedures, each with their own methods. Quantitative and qualitative investigations are not only based on different preconditions and objectives; rather, they pursue entirely different types of results.

 

General definition of "qualitative"

In qualitative research, a sense-making, interpretive, and non-standardized approach is in the foreground. With qualitative methods, a few or individual cases are examined as intensively and thoroughly as possible in order to develop new research approaches or subject areas.

Qualitative methods:

• Guide and expert interviews
• Diary survey
• Qualitative observation
• Qualitative content analysis
• Document analysis, case study, group discussion

 

Qualitative methods are used to obtain the overall picture of a case in its social context as well as to understand all aspects related to the research question in their full depth.

Possible research question:
What effect does frequent viewing of reality TV have on one's worldview?

In qualitative research, a few test subjects are asked in detail about their reasons and motives in relation to the research question using open questions in a guided interview. Subsequent content analysis of the results aims to derive new insights from the qualitatively generated data in the field studied.

 

General definition of "quantitative"

In quantitative research, numeric and standardized representation of empirical facts is in the foreground. With quantitative methods, characteristics or relationships are measured so that subsequently general statements can be made about a large population group.

Quantitative methods:

• Standardized survey (this includes online surveys as well as written, oral or telephone interviews with a standardized questionnaire)
• Standardized observation
• Standardized content analysis
• Experiment

 

Quantitative methods are used to capture objective statistical relationships, especially when the research question involves measuring relationships between concrete variables on a scale.

Possible research question:
Is there a relationship between frequent television consumption and poor mental condition of viewers?

In quantitative research, the two variables in question (frequency of television watching and mental state) are collected as precisely as possible from a representative sample of test subjects in a standardized online survey and are placed in a causal relationship. Subsequent evaluation using inferential statistics aims to obtain statistically relevant findings about a larger population group.