What distinguishes qualitative research from quantitative research?

Qualitative research is distinguished from quantitative research primarily by its focus on understanding and interpreting human experiences and social phenomena. This form of research emphasizes observation, which involves gathering rich, descriptive data through methods such as interviews, focus groups, or participant observations. Researchers aim to capture the complexity of situations, behaviors, and contexts, allowing for a deep exploration of the subject matter.

On the other hand, quantitative research is centered around collecting and analyzing numerical data. This approach often utilizes statistical methods to test hypotheses, examine relationships, and determine the prevalence of characteristics in a given population. The emphasis here is on quantification, measurement, and analysis of data that can be represented in numerical form, which allows for broader generalizations.

The distinction rooted in the nature of data collected and the techniques used reflects the different aims and outcomes of these two methodologies. While qualitative research seeks to gain insights into underlying meanings and themes, quantitative research aims to quantify variables and analyze relationships among them, often leading to findings that can be generalized across larger groups.