{"id":48439,"date":"2020-08-18T09:15:48","date_gmt":"2020-08-18T13:15:48","guid":{"rendered":"https:\/\/www.sogolytics.com\/blog\/?p=48439"},"modified":"2023-06-02T02:45:49","modified_gmt":"2023-06-02T06:45:49","slug":"qualitative-vs-quantitative-research","status":"publish","type":"post","link":"https:\/\/www.sogolytics.com\/blog\/qualitative-vs-quantitative-research\/","title":{"rendered":"Qualitative vs. Quantitative Research – Is it really a contest?"},"content":{"rendered":"

Accumulation and analysis of data are key revenue drivers in modern times. It helps businesses create better customer and employee experiences. There’s little doubt that digitally organized information can change the face of company operations. Anyone involved in the field inevitably comes up against quantitative and qualitative research usefulness, methods, and applicability. This article aims at clarifying the differences and complimentary benefits of each category.<\/span><\/p>\n

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So what is quantitative research?<\/strong><\/h2>\n

Quantitative research is pretty much up-and-down, black-and-white in nature with narrow latitude for analysts to use their imagination. Most researchers err on the side of quantitative analysis because it’s easier to derive, develop, and present. It provides room to construct tables, graphs, and infographics, that zone in on proving or disproving a preconceived theory. <\/span><\/p>\n

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The troubling questions are twofold:<\/p>\n

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  1. Was the theory a good one to begin with?<\/span><\/li>\n
  2. If the argument falls away on the quantitative evidence, what takes its place?<\/span><\/li>\n<\/ol>\n

    \"A<\/a><\/p>\n

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    The answer to question 1 is nothing – it’s a dead end. <\/span>To question 2, it boils down to this: <\/span>Even disproved notions have a silver lining in the gloom and doom of disappointment. Without added qualitative back-up, few projects get off the ground.<\/span><\/p>\n

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    So what is qualitative research?<\/strong><\/h2>\n

    Numbers can give you only so much. That’s where qualitative research slips into the equation. It throws substantially more light on the numerical trends by providing insight into customer and employee reasons, opinions, and motivations that fuel actions in the real world. We need to know what’s happening, of course, but why the statistics emerged as they did may be far more groundbreaking. When it comes down to building a qualitative research framework, inference is more important than exactness – intimation more helpful than pinpoint accuracy.<\/span><\/p>\n

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    The difference between qualitative and quantitative research<\/strong><\/h2>\n

    Qualitative research opens up a world in which researchers have access to the emotions and thoughts that spur people to do what they do. If groups with buying power think and feel the same way most of the time, given a set of circumstances, you have the makings of a marketplace. If you can get into their hearts and minds, you’re on an excellent path to predicting behavior.\u00a0<\/span><\/p>\n

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    Here’s the thing:<\/span><\/p>\n