What is the difference between qualitative and quantitative research?

The distinction between qualitative and quantitative research lies primarily in their methodologies and objectives. Qualitative research is centered on exploring and understanding the meaning and experiences individuals attach to phenomena. It delves into concepts, thoughts, and feelings, often through methods like interviews, focus groups, and case studies. This approach seeks to gain insights and develop an understanding of complex human behaviors and social patterns.

In contrast, quantitative research emphasizes measuring and quantifying relationships or behaviors, often using numeric data and statistical analysis. It is designed to test theories or hypotheses and to generalize findings from a sample to a larger population. This type of research may involve surveys, experiments, and observational studies that yield quantifiable results.

The correct choice highlights that qualitative research concentrates on understanding underlying concepts, while quantitative research is about obtaining numeric measurements, thereby clarifying the fundamental difference between these two approaches. This clarity is essential for researchers in selecting the appropriate methodology based on their research questions and objectives.