Measuring quantity over quality.

Quantitative research is to measure quantity over quality. The end result of which is usually a statistical piece and is used to draw information from a large number of people. A common application of quantitative research is questionnaires and surveys.


  • Data can be analyzed quickly, allowing for quick understanding of the information.
  • The results are not easily predictable.
  • It’s a reliable source of info.
  • Repeatable.
  • Precise.
  • The results can be anonymous.


  • This can be costly.
  • The questions/answers may not apply to everyone.
  • As a questionnaire or survey, it is not detailed.
  • Open to bias from any side.
  • Data is not emotional or personal.


To collect opinions and interest of the people.

Qualitative research is based around written and descriptive results with a far smaller target audience. There is an explanation for the hypothesis or aim present, but the work itself will not be able to generate the population’s interest. This research is aimed around at the individual and smaller groups of people, focusing on their responses in particular.


  • The results can be analyzed in detail.
  • Interviews are not limited to particular questions, allowing for a much more fluid questioning process.
  • It’s a less expensive process.
  • Gives more of an emotional response.
  • Not biased.


  • Cannot generalize findings or results to the ‘common person’, as the research centered on a particular group of people.
  • This research doesn’t ensure reliability.
  • Questions need to be flexible and open to ensure you get an accurate response from interviewees.
  • Difficult when it comes to sensitive topics.