![]() In contrast, qualitative methods produce a large amount of detailed information about a smaller number of people that results in rich understanding but reduces generalizability. The statistical data of quantitative methods obtained from many people reveal a broad, generalizable set of findings. Qualitative data collection methods include focus groups (group discussions), individual interviews, and participation/observation. It provides insights into the problem or helps to develop ideas or hypotheses for potential quantitative research. On the other hand, qualitative research is used to gain an understanding of underlying reasons, opinions, and motivations. Quantitative data collection methods include various forms of surveys (online surveys, paper surveys, mobile surveys, kiosk surveys, etc.), face-to-face interviews, telephone interviews, longitudinal studies, website interceptors, online polls, and systematic observations. It uses measurable data to formulate facts and uncover patterns in research. Its main goal is to generate numerical data or data that can be turned into statistics. Quantitative research is used to quantify the problem. Quantitative research is concerned with measurement and numbers, while qualitative research is concerned with understanding and words.
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