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Difference Between Qualitative & Quantitative Approaches

Qualitative research is a research methodology that seeks to gain and in-depth understanding of a subject or the driving factors behind a behavior using uncontrolled investigative techniques that infer conclusions based on subjective data. Quantitative research on the other hand is an empirical investigation that makes use of a controlled environment, statistics, computational techniques and mathematics to arrive at conclusions based on hard data.

Assumptions
- A qualitative researcher tends to view people and situations with objectivity, despite individual beliefs, meaning there are reasons and explanations for thoughts and actions. Thus, a qualitative researcher conducting research on the type of men women prefer might compile a list of features women prefer in men, administer a questionnaire to a diverse group of women and the rank the reasons why women prefer a certain type of man.
  
  Quantitative researchers, however, view the world as a manifestation of individual thoughts. As such, are rather skeptical of drawing conclusions without solid evidence. A quantitative researcher may design a scientific biological research approach to answer the question about the type of men women are attracted to.
Reason for the Research
- Quantitative and qualitative research both seek to answer different questions in a different way. A qualitative researcher usually wants to explain what causes something to change and will rely on objective measurement and statistics to do so. Quantitative researchers instead seek to observe firsthand what is taking place through more direct study.
The Researcher's Approach
- Quantitative researchers rely far more on experimental methods to observe cause and affect relationships, while focusing on the elimination of errors and the controlling of bias. Qualitative researchers on the other hand will instead neglect control as part of their research in an attempt to observe the whole environment surrounding the research. This helps a qualitative researcher to observe and learn how the participants perceive the situation being studied.
The Researcher's Role
- A qualitative researcher seeks to become part of the environment she is studying. For example, a qualitative researcher studying mountain gorillas may spend years in the habitat making contact with them and becoming part of this environment so she can study them in a natural setting.
  
  A quantitative researcher on the other hand will seek to detach himself from the research study and would opt to bring the gorillas into a controlled environment, such as a zoo or a lab setting, and study them there.

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