H. Russell Bernard (March 2, 2012)

*Social Research Methods: Qualitative and Quantitative Approaches, Edition 2* 

University of Michigan - Ann Arbor

There are two types of research methods: 

- Quantitative research
- Qualitative research

Both quantitative and qualitative types of research are required and often complement each other.  Science became more dependent on quantitative data and conduct quantitative tests and use qualitatively described relations.


Research methods in Data Science: Qualitative & Quantitative

Social Research Methods: Qualitative and Quantitative Approaches, Edition 2

Both data and analysis can be either qualitative or quantitative, meaning that there are four possible types of data and analysis combinations as follows: 

-  Quantitative analysis of quantitative data
-  Quantitative analysis of qualitative data
-  Qualitative analysis of quantitative data
-  Qualitative analysis of qualitative data

Four Possible Combinations of Qualitative-Quantitat ive Data and Analysis

Qualitative research is a methodological approach that originated in anthropology and sociology but is now widely applied in psychology. Rather than using numerical statistics to draw general population conclusions, qualitative researchers begin with a less focused research question to deeply understand the detailed experiences of their participants. They collect large amounts of unfiltered, nonnumerical data from a relatively small number of individuals and analyze it using techniques such as grounded theory, thematic analysis, critical discourse analysis, or interpretative phenomenological analysis.

Qualitative Research

Quantitative research is an empirical methodology wherein researchers start with a specific research question, collect numerical data from a sizable sample of participants, and analyze it using statistical techniques. As the most widely used approach in psychology, its primary objective is to deduce generalizable conclusions about a larger population.

Quantitative Research

https://online.stat.psu.edu/stat200/lesson/1/1.1/1.1.1

Categorical vs. Quantitative Data

Qualitative research in the field of food science strives to understand consumer behavior and motivation. Often, these methods are used to develop a hypothesis, which can be tested through quantitative research. Traditionally, qualitative methods can provide excellent insight to consumer behavior, but the data collected can be difficult to organize and interpret. Focus groups are the most common qualitative research tool applied to understand consumer behavior and identify possible areas of focus for product development.

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