What is the difference between qualitative and quantitative research?

Qualitative research primarily aims to understand the deeper meanings, motivations, and underlying reasons behind human behavior and social phenomena. It utilizes non-numerical data, such as interviews, observations, and open-ended survey responses, to gather rich, detailed insights into participants' experiences and perspectives. This type of research seeks to explore complex issues by providing context and nuance, often through thematic analysis or narrative exploration.

On the other hand, quantitative research emphasizes measurable data and often employs statistical methods to test hypotheses or examine relationships. By focusing on numerical data, such as surveys with closed-ended questions or experimental results, quantitative research allows for the analysis of trends, correlations, and patterns that can be generalized to larger populations.

This distinction highlights the complementary nature of qualitative and quantitative approaches in research, with each serving different but essential roles in enhancing understanding within social science and humanities research.