Characteristic | Qualitative Methods | Quantitative Methods |
---|---|---|
Focus | Exploring meanings, experiences, and perspectives | Measuring and analyzing numerical data |
Data Type | Non-numerical (text, images, audio) | Numerical data |
Sample Size | Usually smaller | Usually larger |
Data Collection | Interviews, focus groups, observations | Surveys, experiments, existing datasets |
Analysis | Thematic analysis, content analysis | Statistical analysis, hypothesis testing |
Outcome | Rich, detailed descriptions | Generalizable findings, statistical relationships |
Example in Political Science | In-depth interviews with voters about their political beliefs | Analysis of voting patterns using election data |
**Want to learn more about the differences between qualitative and quantitative research? Check out this YouTube Short!**
While the speaker in the video is a marketing professor, the concepts pertaining to qualitative vs. quantitative research still apply.