Qualitative Research
- Primary exploratory research
- Gain insights into:
- Underlying reasons, motivations, and opinions, problems
- Hypothesis for potential quantitative research
- Unstructured or semi-structured.
- Data collection methods:
- Group discussions
- Individual interviews
- Participation and Observation
- Sample size is usually small.
Quantitative Research
- Quantify the problem by generating data or stats.
- Uses stats to measure data and observe patterns.
- Structured.
- Data collection methods:
- Online surveys
- F2F or telly interviews
- Online polls