Quantitative and qualitative research are complementary methods that you can combine in your surveys to get wide-reaching and profound results. Those who undertake a research project often find they are unknown to the differences between Qualitative Research and Quantitative Research methods. Many inappropriately think the two terms can be used interchangeably. So what is the dissimilarity between Qualitative Research and Quantitative Research?

1. Swipe right to see
how to use each method in a research project.
Qualitative or Quantitative Research
Which is better?
They are just different.

2. Qualitative Research vs Quantitative Research
Qualitative research is more about
building scenario based perception and
understanding about topic, adoption,
industry and market landscape,
functional knowledge about business
and value chain etc.
Quantitative research on the other hand,
deals with the quantification of results
especially numeric values in terms of
sales, profits, revenues, response rates,
growth rates, etc.
MEANING
Explore more about focused topic and
build the logical thought process
Perform numerical and statistical analysis
through prescribed variables
OBJECTIVE
• Intuitive
• Subjective
• Imaginative
• Holistic
• Free-wheeling
• Realistic
• Planned
• Discriminative
• Structured
CHARACT-
ERISTICS
Develops initial understanding Recommends final course of action
PURPOSE

3. Purposive Random
SAMPLING
Qualitative Research vs Quantitative Research
Feelings, attitudes, opinions and
thoughts of human beings.
Hard facts and statistical data
DEALS
WITH
Inductive Deductive
REASONING
• Narrative data such as product/technology
functioning, value addition,use cases.
• Industry trends
• Regulatory analysis
• Value chain/supply chain
• Business models
• Survey responses for open ended
questions.
• Numerical data such as Product/
technology sales, profit, cost, etc.
• Peer/competitor share contribution in
the market
• Market component growth rate
• Survey responses for close ended
questions.
DATA
COLLECTION

4. Qualitative Research vs Quantitative Research
Exploratory
• to broaden the understanding about
the focuses topic,
• to put as many ideas and variables for
analysis as possible,
• to gain the functional expertise about
the business and to build the industry
knowledge for focused domain.
Conclusive
• to derive actionable insights, to defined
different markets (application, country)
based on their opportunity sizing and
growth potential,
• to estimate and forecast different markets,
technology penetration / adoption,
consumer buying patterns.
RESEARCH
TYPE
• DROC analysis
• PESTLE analysis
• PORTER’s 5 Forces
• Regulatory landscape
• Strategic initiative mapping
• Value Chain Analysis
• Competitive landscape
• Market Sizing
• Market Forecast
• Adoption Matrics
• Pricing analysis and forecast
FRAME
WORKS