Qualitative research explores events and other phenomena to understand people's thoughts, feelings, and experiences. It relies on non-numerical data such as text, audio, and video. Some methods of data collection include interviews, focus groups, and observations.
Qualitative research strives to gain deep insights and understand the "why" behind things.
Example: Asking people how they feel about a new website and why.
Quantitative research uses numerical data and statistics to understand a problem, event, or phenomenon. It relies on numbers and statistics gained through surveys, experiments, analytics, and more.
Quantitative research is used to find patterns and make general conclusions based on numerical data.
Example: Asking people to rate a new website on a scale from 1 to 10.
