4.4.4—Qualitative and quantitative research

Qualitative research explores meanings, reasons and experiences through words or observation; quantitative research measures frequencies, amounts or relationships numerically. They answer different questions and can complement each other.

Qualitative depth can reveal an unanticipated need but is harder to generalise; quantitative breadth supports comparison but may miss why behaviour occurs. Combining them can test both pattern and explanation.

Match the method to the question: “how many/how often?” points to quantitative evidence; “why/how?” to qualitative evidence.

A survey finds 60% abandon an app at payment; follow-up interviews reveal confusing fees as the reason.

A percentage does not explain motivation, and a few vivid interviews do not estimate market size.