Differentiate between qualitative and quantitative research methods.

Qualitative research methods involve collecting non-numerical data, such as interviews, observations, and open-ended survey responses, to gain an in-depth understanding of a phenomenon. This type of research focuses on exploring attitudes, behaviors, and experiences.

Quantitative research methods involve collecting numerical data, such as surveys with closed-ended questions, experiments, and statistical analysis, to quantify relationships and patterns in data. This type of research focuses on measuring variables and testing hypotheses.

In summary, qualitative research is more exploratory and descriptive, while quantitative research is more focused on measurement and statistical analysis.

Qualitative Research Methods

Focus:
- In-depth understanding of phenomena
- Subjective experiences and perspectives

Data Collection Methods:
- Interviews
- Focus groups
- Observations
- Document analysis

Data Analysis:
- Thematic analysis
- Discourse analysis
- Content analysis

Key Features:
- Produces rich, detailed data
- Explores the nuances and complexities of human behavior and experience
- Suitable for exploratory studies and understanding complex phenomena

Examples:
- Understanding the lived experiences of marginalized communities
- Exploring the motivations behind consumer behavior
- Analyzing organizational culture

Quantitative Research Methods

Focus:
- Numerical data and statistical analysis
- Objective and measurable outcomes

Data Collection Methods:
- Surveys
- Experiments
- Observations (with quantified data)

Data Analysis:
- Statistical tests
- Regression analysis
- Factor analysis

Key Features:
- Produces quantifiable data
- Enables generalizations to larger populations
- Suitable for testing hypotheses and measuring relationships

Examples:
- Assessing the effectiveness of an advertising campaign
- Evaluating the impact of a policy intervention
- Determining the prevalence of a specific health condition

Key Differences:

- Aims: Qualitative research aims to understand phenomena in depth, while quantitative research aims to measure and generalize findings.
- Data Type: Qualitative data is descriptive and subjective, while quantitative data is numerical and objective.
- Data Analysis: Qualitative data is analyzed thematically through interpretation, while quantitative data is analyzed statistically using predefined criteria.
- Generalizability: Qualitative findings are not easily generalizable, while quantitative findings can be generalized to larger populations.
- Sample Size: Qualitative studies typically use a small sample size, while quantitative studies often have larger sample sizes.