|
Quantitative |
Qualitative |
| Measured in |
numerical data (quantities) |
descriptive data (qualities) |
| Asks |
How many? or How much? |
Why? |
| Used for |
Studies that prioritize a definite, countable outcome.
|
Studies that prioritize an exploration of the research question. |
| Positive Aspects |
provides concrete answers
objective and focused
can be replicated under identical conditions
|
provides exploration of subject
subjective and holistic (sees the "big picture")
small sample size does not always negatively impact validity of results
|
|
Negative Aspects
|
does not always account for multiple outside influences
incompatible with small sample size
|
can be difficult to measure and depict
complicates working with a large sample size
cannot be replicated under identical conditions
|
| Method of Analysis |
statistical |
non-statistical |
|
Examples
|
closed-ended interview questions (multiple choice, Likert scale/rating scale, etc.), experiments |
open-ended interviews, diaries and letters, open-ended survey questions, observational studies, case studies, focus groups |