The key difference lies in their approach: qualitative is exploratory, while quantitative is statistical. Quantitative research is numeric and objective, while qualitative research is concerned with subjective information that can’t be numerically measured, like how different people experience joy.
Keep reading to learn about the differences and similarities between qualitative vs quantitative research, including their research techniques, their approach to data analysis tasks, and strengths and limitations of each approach. We’ll also briefly examine mixed-method research, which incorporates elements of both methodologies.
Key findings on qualitative vs quantitative research
- Different Research Aims: Qualitative research explores subjective experiences and meanings, while quantitative research measures variables and tests hypotheses through numerical data.
- Distinct Methods and Sources: Qualitative studies rely on interviews, focus groups, and observations, whereas quantitative studies use surveys, experiments, and statistical analysis.
- Study Design and Samples: Qualitative research uses smaller, flexible, context-driven samples, while quantitative research depends on larger, often randomized samples with structured designs.
- Data Analysis Approaches: Qualitative analysis involves coding and interpreting narratives, while quantitative analysis uses statistical tools such as cross-tabulation, trend analysis, and descriptive statistics.
- Strengths and Limitations: Qualitative research allows deeper insights but risks bias and limited scope; quantitative research provides precision and generalizability but may lack context and personal detail.
What is qualitative research?
Qualitative research is a method of inquiry that explores experiences, behaviors, and meanings through non-numerical data such as interviews, observations, and open-ended responses. It aims to gain insights into phenomena, groups, or experiences that can’t be objectively measured or quantified using mathematics. Instead of seeking to uncover precise answers or statistics in a controlled environment like quantitative research, qualitative research is more exploratory, drawing upon data sources such as photographs, journal entries, video footage, and interviews.
What is quantitative research?
Quantitative research is a method of inquiry that collects and analyzes numerical data to measure variables, test hypotheses, and identify statistical patterns. Instead of probing for subjective meaning by asking exploratory “how?” and “why?” questions, quantitative research provides precise causal explanations that can be measured and communicated mathematically. While qualitative researchers might visit subjects in their homes or otherwise in the field, quantitative research is usually conducted in a controlled environment. Instead of gaining insight or understanding into a subjective, context-dependent issue, as is the case with qualitative research, the goal is to obtain objective information, such as determining the best time to undergo a specific medical procedure.
How Does Qualitative and Quantitative Research Differ?
In qualitative studies, data is usually gathered in the field from smaller sample sizes, which means researchers might personally visit participants in their own homes or other environments. Once the research is completed, the researcher must evaluate and make sense of the data in its context, looking for trends or patterns from which new theories, concepts, narratives, or hypotheses can be generated.
Quantitative research is typically carried out via tools (such as questionnaires) instead of by people (such as a researcher asking interview questions). Another significant difference is that, in qualitative studies, researchers must interpret the data to build hypotheses. In a quantitative analysis, the researcher sets out to test a hypothesis.
Qualitative vs. quantitative research at a glance
| Dimension | Qualitative Research | Quantitative Research |
|---|---|---|
| Data type | Non-numerical (words, images, observations) | Numerical (statistics, measurements) |
| Question focus | “Why” and “how” | “How many” and “how often” |
| Approach | Exploratory, open-ended | Statistical, controlled |
| Sample size | Smaller, flexible, context-driven | Larger, often randomized |
| Analysis | Interpret and code themes | Statistical tools and calculations |
| Hypothesis | Generate hypotheses | Test hypotheses |
Watch: qualitative vs. quantitative research explained
This short video from National University breaks down how qualitative and quantitative research differ in practice, with clear definitions, examples, and pros and cons.
You’ll also learn when to use each method and how combining them in a mixed-methods approach can strengthen your research. It’s a helpful overview for anyone preparing to start a dissertation or looking to sharpen their professional research skills.
What’s the Difference Between a Qualitative and Quantitative Study?
Both qualitative and quantitative studies are subject to rigorous quality standards. However, the research techniques used in each type of study differ, as do the questions and issues they hope to address or resolve. In quantitative studies, researchers tend to follow more rigid structures to test the links or relationships between different variables, ideally based on a random sample.
On the other hand, in a qualitative study, not only are the samples typically smaller and narrower (such as using convenience samples), the study’s design is generally more flexible and less structured to accommodate the open-ended nature of the research. In Hennink and Kaiser’s systematic review in Social Science & Medicine, studies reached saturation within 9 to 17 interviews or 4 to 8 focus groups. They’re observed ranges from studies with similar participants and narrow aims, not minimums, so justify your dissertation sample with your method and committee.
According to the National Library of Medicine’s StatPearls overview of qualitative studies, quantitative research is commonly rooted in positivism. That philosophy values causality, generalizability, and replicability, while StatPearls associates qualitative research with postpositivism and its subcategory, constructivism; other sources label it differently. StatPearls also notes that the two approaches “are not necessarily opposites and certainly not mutually exclusive.”
Below are a few examples of quantitative and qualitative research techniques that further illustrate the differences.
Quantitative data collection methods
Some example methods of quantitative research methods or sources include, but are not limited to, the following:
- Conducting polls, surveys, and experiments
- Compiling databases of records and information
- Observing the topic of the research, such as a specific reaction
- Performing a meta-analysis, which involves analyzing multiple prior studies to identify statistical trends or patterns
- Supplying online or paper questionnaires to participants
Qualitative data collection methods
Researchers can use numerous qualitative methods to explore a topic or gain insight into an issue. Some sources of, or approaches to, qualitative research include the following examples:
- Conducting ethnographic studies, which are studies that seek to explore different phenomena through a cultural or group-specific lens
- Conducting focus groups
- Examining various types of records, including but not limited to diary entries, personal letters, official documents, medical or hospital records, photographs, video or audio recordings, and even minutes from meetings
- Holding one-on-one interviews
- Obtaining personal accounts and recollections of events or experiences
Examples of Research Questions Best Suited for Qualitative vs. Quantitative Methods
Qualitative research questions
- How do patients experience the process of recovering from surgery?
- Why do some employees feel more motivated in remote work environments?
- What are the cultural influences on dietary habits among teenagers?
Quantitative research questions
- What is the average recovery time for patients after surgery?
- How does remote work impact employee productivity levels?
- What percentage of teenagers adhere to recommended dietary guidelines?
These examples illustrate how qualitative research explores the depth and context of human experiences, while quantitative research focuses on measurable data and statistical analysis.
Analyzing qualitative and quantitative data
Qualitative and quantitative research collect data differently, so they also organize and analyze it differently. Here’s what works for each.
How to analyze qualitative data
Thematic analysis is a common way to analyze qualitative data. A 2025 article in the Journal of Medicine, Surgery, and Public Health describes Braun and Clarke’s (2006) six-phase framework as the foundation of the method:
- Familiarizing yourself with the data
- Generating initial codes
- Searching for themes
- Reviewing themes
- Defining and naming themes
- Writing the report
The phases are iterative, so expect to move back and forth between them as your themes take shape. Computer-assisted qualitative data analysis software (CAQDAS) can help you organize and code your data.
How to analyze quantitative data
There are numerous approaches to analyzing quantitative data. Some examples include cross-tabulation, conjoint analysis, and trend analysis.
Whichever system or systems you use, there are specific steps you should take to ensure that you’ve organized your data and analyzed it as accurately as possible. Here’s a brief four-step overview.
- Determine the measurement scale for each study variable, which helps ensure your data will be organized in the appropriate order.
- Organize the data into tables.
- Run descriptive statistics, such as mean, median, mode, or frequency.
- Apply analysis methods like cross-tabulation or Total Unduplicated Reach and Frequency (TURF) analysis.
Reporting your findings
The American Psychological Association publishes separate Journal Article Reporting Standards (JARS) for each approach: JARS–Quant, JARS–Qual, and JARS–Mixed. Each set guides what information to include in every section of a manuscript. Many journals and programs follow APA Style, but some use other guidelines, so check what your program or target journal expects.
Mixed methods research: combining both approaches
Mixed methods research intentionally integrates quantitative and qualitative data in a single study, which takes more than collecting both. A 2011 health sciences report from the National Institutes of Health’s Office of Behavioral and Social Sciences Research says it combines the strengths of each. It recommends mixed methods when either approach, by itself, is inadequate for a complete understanding of a research problem.
As Steven Terrell explains in The Qualitative Report, mixed methods draws on the breadth of generalization that quantitative research offers and the depth of understanding that qualitative research provides. Terrell also describes triangulation, using more than one data collection method to corroborate findings, as one reason researchers mix methods. This hybrid approach lets you capture the measurable scale of quantitative research while preserving the “why” and “how” depth that qualitative methods provide.
A 2025 study in Educational Psychology Review notes that Creswell and Plano Clark (2018) identify three core mixed methods designs:
- Convergent: Both data types are collected in the same phase and then compared.
- Explanatory sequential: Quantitative data come first, and qualitative data then help explain the results.
- Exploratory sequential: Qualitative data come first, and quantitative data then test or generalize the findings.
The same study notes there’s no universally accepted typology, so other sources group designs differently. Its authors also reviewed 2,237 empirical articles in five educational psychology journals published between 2016 and 2022. Of those, 94.9% were primarily quantitative, 2.55% were primarily qualitative, and 2.55% used mixed methods.
At the master’s level and in National University’s doctoral programs, students apply qualitative, quantitative, and mixed-methods research through a research or practical capstone.
If you’re enrolled as a National University student, you can watch a video introduction to mixed-method research (NU student login required) through our resource library. The library also covers qualitative and quantitative research methodologies (NU student login required) and a video breakdown of when to use which approach.
When to use qualitative or quantitative research
Choosing a method starts with your research question. Weigh the pros and cons of each approach against what you need to find out.
Pros and cons of qualitative research
Qualitative research has clear strengths, but it fits some projects and dissertations better than others. Here are its main strengths and weaknesses:
- Pro: More flexibility for creativity and interpretation of results
- Pro: Greater freedom to use different research techniques as the study evolves
- Pro: Rich, contextual insights that reveal the “why” behind behaviors and experiences
- Pro: Strong foundation for generating new hypotheses and theories
- Con: Potentially more vulnerable to bias due to their subjective nature
- Con: Sample sizes tend to be smaller and non-randomized
- Con: Analysis can be time-intensive and harder to standardize
Pros and cons of quantitative research
Quantitative research also comes with drawbacks and benefits, depending on what information you aim to uncover. Here are a few pros and cons to consider when designing your study.
- Pro: Large, random samples help ensure that the broader population is more realistically reflected
- Pro: Specific, precise results can be easily communicated using numbers
- Pro: Findings are often generalizable and reproducible across settings
- Con: Data can suffer from a lack of context or personal detail around participant answers
- Con: Numerous participants are needed, driving up costs while posing logistical challenges
- Con: May miss nuances that numbers alone can’t capture
Develop your research skills at National University
Whether you’re writing a dissertation or using data on the job, you need a solid grasp of qualitative and quantitative research, from how it’s conducted and analyzed to the ethics and standards behind it. National University’s programs help you build those research skills alongside other career-ready skills.
With flexible course schedules, convenient online classes, scholarships, financial aid, and an inclusive, military-friendly culture, earning your degree can fit around work AND family. At National University, you’ll find opportunities to challenge and hone your research skills with accredited undergraduate, master’s, and doctoral programs and fast-paced credential and certificate programs.
Contact our admissions office to request program information, or apply to National University online today.
Frequently Asked Questions
Qualitative research explores experiences and meanings through non-numerical data like interviews and observations, while quantitative research measures variables and tests hypotheses using numerical data from surveys and experiments. Put simply: qualitative asks “why” and “how”; quantitative asks “how many” and “how often.”
Qualitative data includes interview transcripts, focus group notes, photographs, and open-ended survey responses. Quantitative data includes test scores, survey ratings, sales figures, and any measurement expressed as a number.
If you’re exploring experiences, motivations, or meanings without numerical measurement, your study is qualitative. If you’re collecting numerical data to test a hypothesis or measure variables, it’s quantitative. Some studies combine both approaches. That’s mixed methods research.
It depends on the survey design. Closed-ended questions with numerical ratings or scales produce quantitative data. Open-ended questions that ask participants to describe their experiences produce qualitative data. Many surveys include both.
Mixed-methods research collects, analyzes, and integrates both qualitative and quantitative data in a single study. Researchers use it when neither numbers nor narratives alone can fully answer the research question.
Qualitative research offers rich context and flexibility but can be time-intensive and vulnerable to bias. Quantitative research delivers precise, generalizable results but may miss nuance and context. The best choice depends on your research question and goals.
