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The difference between qualitative and quantitative research

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❶It provides insights into the problem or helps to develop ideas or hypotheses for potential quantitative research.

The Iterative Design Cycle: Goals for Qual vs. Quant

Quantitative research – the emphasis is on measurement
Quantitative Research
Qualitative Research

However when words are translated to quantity in order to describe or to generalize, then the research is now called quantitatitive research. The bottom lines are the questions: Many thanks for giving me clear understanding around the differences between the qualitative and quantative research. Thanks a millions time. I was struggling to get an idea of how to approach the definitions. In fact I was even hesitating to answer the questions confidently. Thanks for the distinct comparison between qualitative and quantitative Research, very very helpful.

Thank you for making me to understand the difference between qualitative Research and quantitative research. Thanks a lot for the insightful distinction between Qualitative and Quantitative research. However, the differences as you enumerated did not factor in the advantages and disadvantages of both research tools. My special thanks goes to Camilo Tabinas for suggesting that the difference between quantitative and qualitative research method stems from the roots of quantity and quality.

Quantitative approach stems from the ontological view that objective reality exist independently of human perception Slevitch, Qualitative and quantitative methodologies compared: Ontological and Epistemological Perspectives.

Journal of Quality Assurance in Hospitality and Tourism, 12, Qualitative research is inductive , descriptive research, how ever some researcher use both inductive and deductive depends on the nature and purpose of the research the hyposis you intend to examine.

One advantage of quant over qual is statistical significance. When quant data are presented in a sound way, they come with a certain protection against randomness: Although seasoned qual researchers will deploy an arsenal of good practices to protect themselves from chance and to make sure that their results are not biased, we have no formal assurance that the findings from a qual study are indeed objective and representative for the whole target population.

Qualitative and quantitative data need slightly different study setups and very different analysis methods. They are rarely collected at the same time — hence the distinction between qualitative and quantitative user studies. Both qualitative and quantitative testing are essential in the iterative design cycle. The table below summarizes the differences between the two types of research.

In the rest of the article we discuss these differences in detail. Once the new version is complete, it can be evaluated and compared against the initial version. The first and third stage of the iterative design cycle are summative — they are intended to provide an overall assessment of a design. In these steps both qual and quant research methods or combinations such as PURE can be used to evaluate the design.

However, when the goal is to link the entire redesign effort to actual financial savings or explicitly figure out how much the redesign has improved, quant studies must be used. Organizations with mature UX often have such a quant usability-tracking process in place.

Sometimes this process of quantitatively evaluating each version of a design and comparing it with previous versions is called benchmarking. During the redesign stage, user research has a formative role: In this phase, designers and researchers need to get user data relatively quickly and cheaply in order to be able to choose among different design alternatives and create a usable UI. At this stage, qual studies are usually the most appropriate.

Qual studies are well suited for identifying the main problems in a design: In contrast, most quant studies are done on a complete version of the site, with the purpose of evaluating the usability of the site , rather than directly informing the redesign process. This is not because one could not employ quantitative methods during the redesign iterations, but rather because quant usability studies would be too costly if used often and early in the design process.

Quant studies usually involve a large number of users , and most organizations cannot afford to spend a lot of money on such studies to investigate whether the page copy is clear or whether a button is findable.

However, the numbers obtained from quantitative testing can be invaluable when it comes to convincing upper management that your site is in need of a complete redesign. Qual data usually will consist of a set of findings, which identify and prioritize according to severity the strengths and weaknesses of a design. Quant studies usually involve a relatively large number of users often more than 30 and use statistical techniques to protect themselves against such random events.

When reported correctly, quantitative studies will include information about the statistical significance of the results. For example, a margin of error will help you understand how much you can trust the results from the study. Thus, when quantitative studies are carried out and analyzed correctly, you can have confidence that their results are sound. Namely, that they are not due to a lucky or unlucky throw of the dice.

These types of analyses are based on statistics and usually involve other types of skills than you will find in a qual usability researcher. That is why many companies have separate job requirements for quant and qual UX researchers. On the surface quantitative and qualitative user testing can look quite similar i. They often blur, and you can represent the same data set in both ways. In its raw form, this would be considered qualitative data. By doing this, you would have turned some unstructured qualitative data into a structured, countable insight.

In user research, quantitative data tells you what users did, and qualitative data helps you learn why they did it. Qualitative research generally focuses more on the human angle — what are people thinking and feeling? In your research, consider using both qualitative and quantitative methods together to be better equipped to solve the problem at hand. Check out our other research guides or learn more about how Dovetail can help you with customer feedback and user research analysis.

Differences in the data In terms of the actual data, here are some of the key differences:

Quantitative research

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It’s important to understand the difference between qualitative and quantitative research, especially if you’re new to the field. There’s a. The difference between qualitative and quantitative research is a fundamental distinction within research practice. Below, we outline how "qual" and "quant" data vary, and the .

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A task such as “Research the requirements for obtaining a drone-flying permit in California” is too vague for a quant user study, as different people may understand different things by the word “research,” but can be okay in qual studies if you’re trying to figure out what types of . QUAL-QUANT or QUANT-QUAL? advantages and disadvantages of mixed method research (MMR) approaches.