Type of Research

Qualitative research is primarily exploratory research. It helps to gain an understanding of underlying reasons, motivations and opinions. It is also used to uncover trends in thought and opinions and dive deeper into the problem.

The sample size used in Qualitative research is typically small. Methods used to collect data also vary from unstructured to semi-structured techniques. Some common methods include focus groups discussion, individual one to one interviews, and participation/observation, etc.

Quantitative research is used to quantify the problem by generating numerical data or data that can be transformed into useable statistics. It is used to quantify attitudes, opinions, awareness and other defined variables.

The sample size used in Quantitative research involves a large population. Quantitative data collection methods are much more structured than Qualitative data collection methods. Quantitative data collection methods include various forms of surveys i.e., online surveys, paper surveys, street intercept, face-to-face interviews, telephone interviews, etc.

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