What is the difference between qualitative and quantitative research?

The distinction between qualitative and quantitative research is crucial in understanding their roles in data collection and analysis. Qualitative research is primarily exploratory and is focused on understanding the reasons, motivations, and meanings behind human behavior. It seeks to provide insights into people's thoughts, feelings, and experiences, often utilizing unstructured methods like interviews, focus groups, or open-ended survey questions.

On the other hand, quantitative research emphasizes the collection and analysis of numerical data. It aims to quantify the problem by generating statistical data that can be transformed into usable statistics. This type of research often employs structured methods such as surveys with closed-ended questions, experiments, or observational studies that yield numerical data.

The correct choice highlights that qualitative research delves into the "why" behind behaviors, offering rich, descriptive insights, while quantitative research is centered on collecting empirical data that can be systematically measured and analyzed. This understanding is essential for effectively designing research methodologies that align with specific research questions and objectives.