Quantitative Research is a structured way of collecting and analyzing data obtained from different sources.

Quantitative Research involves the use of computational, statistical, and mathematical tools to derive results.

It is conclusive in its purpose as it tries to quantify the problem and understand how prevalent it is by looking for projectable results to a larger population.

On the other hand, qualitative research is generally more explorative, a type of research that is dependent on the collection of verbal, behavioral or observational data that can be interpreted in a subjective manner. It has a wide scope and is typically used to explore the causes of potential problems that may exist. Qualitative research typically provides insights on several aspects of a marketing problem. It often either precede or be conducted after quantitative research, depending on the study’s objectives.

Companies who use quantitative research rather than qualitative are typically looking to measure extent and looking for statistical results that are interpreted objectively. While the results of qualitative research can vary according to the skills of observer, the results of quantitative research are interpreted in an almost similar manner by all experts.