What is the main difference between qualitative and quantitative research?

The main difference between qualitative and quantitative research lies in their foundational approaches to collecting and analyzing information. Qualitative research emphasizes the exploration and understanding of concepts, experiences, and meanings. It is primarily concerned with gaining insights into human behavior, social phenomena, or the intricacies of a given subject by gathering non-numerical data, such as interviews, observations, or open-ended survey responses. This approach allows researchers to capture the depth and richness of participant experiences, making it particularly valuable in fields where understanding perceptions and motivations is essential.

In contrast, quantitative research focuses on measuring and quantifying variables to understand patterns or relationships statistically. It relies on numerical data collected through methods such as surveys with closed-ended questions or experiments, and it aims for results that can be generalized to larger populations. By its nature, quantitative research seeks to establish relationships or causations based on numerical findings.

This distinction makes qualitative research ideal for exploratory studies that seek to understand the "why" and "how" of a phenomenon, while quantitative research is used to quantify problems and understand how prevalent they are by stating facts and statistics. Understanding this key difference is crucial for selecting the appropriate research method based on the study's objectives.