Both qualitative and quantitative research methods are commonly used to support existing concepts and theories and develop new ones. Both approaches are often applied in the humanities disciplines, including sociology, psychology, public health and politics. Other fields that conduct extensive research include business, economics, healthcare, marketing and education.
As for their differences, qualitative research is gathered and expressed through words and narratives. Researchers use this approach to dig into the details, context and texture of individuals’ thoughts or experiences. Qualitative methods often include verbal interviews, open-ended questionnaires, focus groups, cultural or behavioral observations and published literature reviews.
Quantitative research is captured and conveyed through numbers and graphs. This approach is used to test or confirm existing theories by studying trends across large groups in a controlled fashion. Quantitative methods include experiments, closed-ended or scale questionnaires and structured observations.