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Quantitative vs.

Qualitative Research
Qualitative Quantitative
The aim of qualitative analysis is a In quantitative research we classify
complete detailed description. features, count them, and construct
statistical models in an attempt to
explain what is observed.

The design emerges as the study All aspects of the study are carefully
unfolds designed before data is collected.
Researcher is the data gathering Researcher uses tools (questionnaires
instrument. or equipment) to collect data.
Data is in the form of words Data is in the form of numbers and
(interviews), pictures (videos), or statistics.
objects (artifacts).
Qualitative data is more rich, time Quantitative data is more efficient,
consuming, and less able to be able to test hypotheses, but may miss
generalized. contextual data.

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