Qualitative/Quantitative Overview

Qualitative research can be conducted if the study involves further explanation into why a particular event occurred. Quantitative research can be conducted to find out answers through the use of numerical data. The use of both of these methods enables researchers to get the most accurate data. 

Qualitative – Strengths

This type of research provides great details about human behavior, emotion and personality characteristics. Qualitative research can even provide great information that can be essential to helping a company design a product that will fit into a user’s life. Most responses in this methodology provides deeper insights.  

Quantitative – Strengths

Quantitative research involves a large collection of data and has a strong statistical power. This methodology’s greatest strength is the ability to provide data that is descriptive. Through the use of statistical analysis, researchers are able to derive important facts from data. These findings include preference trends, differences between groups and demographics.

Benefits of Combining Qualitative/Quantitative Research

Qualitative can be used to identify the factors that affect the areas under investigation. The information can then be used to plan quantitative research that assesses how these factors would affect user preferences. It is recommended that both qualitative and quantitative research should be used because both methods provide different perspectives and often complement each other.