What is the main difference between qualitative and quantitative research?

The main difference between qualitative and quantitative research lies in their focus and the type of data they collect. Qualitative research is centered on understanding human experiences, perceptions, and social phenomena. It seeks to explore the meanings behind behaviors and opinions, often employing methods such as interviews, focus groups, and open-ended surveys to gather rich, detailed insights.

In contrast, quantitative research is concerned with numerical data and statistical analysis. It seeks to quantify problems, behaviors, or opinions and often uses structured tools like surveys with closed-ended questions or experiments. The aim is to establish patterns and generalize findings across larger populations through measurable data.

This distinction emphasizes that qualitative research provides depth and context, while quantitative research offers breadth and generalizability in findings. Understanding this core difference aids researchers in selecting the appropriate methodology to address their specific research questions and objectives.