Quantitative Vs Qualitative Research

Quantitative Research	Qualitative Research
Answers the question – How Many (How many laptops you have?)	Answers the question – Why (Example: Why do you have a laptop?)
It is descriptive in nature	It is diagnostic in nature
It is measurable (gives statistically significant data)	It is not measurable (does not give statistically measurable data)
The data / result can be extrapolated to the universe	The data / result can’t be extrapolated to the universe
It is Interviewer driven	It is respondent driven
The instrument used here is a questionnaire	The instrument used here is a discussion guide
It performs data analysis	It performs content analysis
It is structured (It has definite sequence of question for all respondents as it is interviewer driven)	It is unstructured (the question can be asked in any order as it is respondent driven)
Less complex	More complex (to frame question and continue with interview)
Less expensive	More expensive
Representative of Universe	Not a true representative of universe
The sample size is always greater than (or equal to) 30	The Sample size is always less than 30
The interviewing techniques used here are Personal interview (Door to Door, Mall Intercept, Street Intercept), Telephonic Interview (Internet & mail surveys), Self administered questionnaire	The interviewing techniques used here are In-depth interview (to discuss sensitive issues in private) and focus group discussion (for groups)