As a doctoral student in any field of study, you will find that all research can be separated into two distinct methodologies: qualitative and quantitative. When choosing one method or the other for your study, there is no right or wrong answer, as both can offer researchers important insights.
Qualitative studies focus on the thoughts, concepts or experiences of the individuals being studied. The qualitative approach is useful for understanding how and why people behave the way they do. The data collected is often in narrative form and focuses on common insights that can lead to a testable hypothesis.
Quantitative studies produce numerical data that is analyzed using mathematical and statistical methods. This type of study is used to find data to test a hypothesis, find correlations and examine possible causation.
Students in a qualitative PhD program will focus on uncovering important patterns and identifying key trends, and in contrast quantitative learners will examine and analyze events and produce data. Each methodology can help leaders and professionals make an impact in improving an organization.