Qualitative research provides an understanding of motivations, gives insight into a problem, creates ideas and theories for subsequent quantitative research, and highlights trends in opinion and thought. Quantitative research measures the frequency of opinions and beliefs, calculates data and simplifies results. Findings of quantitative research can be further explored by qualitative research.
In qualitative research, a small number of test subjects chosen fulfill a prearranged quota. Researchers collect data from these subjects through unstructured or semi-structured techniques--for example, in-depth interviews or group discussions. Quantitative research involves randomly selecting a large number of participants and using structured techniques, such as online questionnaires and telephone interviews.
Data analysis in qualitative research is non-statistical because the data gathered by this type of research is not numerical. In quantitative research, the data collected is generally numerical and presented through statistical analysis.
Qualitative research is investigative research. The findings are not conclusive and do not represent the views or beliefs of a particular population. Qualitative research is used to gather an initial idea of focus that is investigated through further qualitative research and often quantitative research. Quantitative research generally provides a conclusion to a study and often recommends a final course of action.