Qualitative VS Quantitative research

Qualitative research focuses on gathering mainly verbal data rather than measurements. This information is then analysed in an interpretive manner and can be subjective. In comparison Quantitative research wants specific numbers focusing on the numerical side of things.

Qualitative data is used to gain an understanding of underlying reasons, opinions or motivations. It is good for uncovering trends, and helps to develop ideas to use for potential quantitative research. To conduct this type of research it is key to observe and interpret. 

Quantitative focuses on counting features and constructing statistical models and figures to explain what is observed. To conduct this type of research you have to measure and test. 

	Qualitative	Quantitative
Hypothesis	Broad	Narrow
Description	Whole picture	Focused
Type of Research	Exploratory	Conclusive

Generally speaking Qualitative research is very useful in the early stages of a project, as it gets a wider range of thoughts and opinions on the matter, whereas quantitative research is highly recommended towards the end of a data collection, as it shows strict numbers giving an accurate representation of the data collected.

I am going to use both quantitative and qualitative to collect research for my music campaign. I am in the process of developing open and closed questions, so I have quantitative methods that’s strictly yes or no or numbers. This is good for when I compare numbers of who said what in the study group I conduct. Whereas the open questions which are qualitative give a more open ended response, meaning I can conduct a bigger variety of research. Overall I am hoping that by using both types of research I will get both true representative research and accurate numbers, giving me a strong idea of how to progress with my music campaign.