The primary difference between qualitative and quantitative research design lies in their purpose, approach, and the type of data they collect.
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Purpose:
- Qualitative Research: Aims to explore complex phenomena, understand meanings, and capture experiences, opinions, and motivations. It often addresses "how" and "why" questions.
- Quantitative Research: Aims to quantify the problem by looking for statistical relationships and patterns. It typically addresses "what," "where," and "when" questions.
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Approach:
- Qualitative Research: Uses a subjective approach to gather in-depth insights. Methods may include interviews, focus groups, observations, and content analysis. It emphasizes context and the richness of data.
- Quantitative Research: Follows a more structured and objective approach that often involves statistical techniques. Methods include surveys, experiments, and numerical data collection. It emphasizes measurement and analysis through numerical data.
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Data Type:
- Qualitative Data: Non-numeric and descriptive. It includes text, images, or audio that provide depth and context.
- Quantitative Data: Numeric and measurable. It includes data that can be analyzed through statistical methods, such as percentages, averages, and counts.
In summary, qualitative research focuses on understanding and interpreting subjective experiences, while quantitative research focuses on measuring and analyzing numerical data to identify patterns and relationships.