Qualitative & Quantitative research

There exist two types of data, qualitative data and quantitative data. The first one originates from the observation of social settings, cultures and things like language, whereas the latter bases itself upon quantities and numbers.

Sans titre

Qualitative research understands the social reality of individuals, groups and cultures. Through this research, one seeks to explain the ‘how’ and ‘why’ of particular behaviours in specific contexts. To do so, the researcher studies people in their natural setting to understand how people perceive and act in society. There is a wide variety of methods that can be used to do so, a few of them being observation, cultural records, personal experience and interviews with open-ended questions.


In short, qualitative research aims for those studied to speak for themselves and provide their perspectives. Its strength lies in its ability to provide an insider’s view of a particular area and its reflection of social reality by being more nuanced. However, its subjectivity makes it easy to question its reliability. Additionally, this type of research is non-replicable as situations and interactions aren’t either.

On the other hand, quantitative research produces data in numerical form, which can then be measured, ranked and categorised. It is much more objective and rational than the previous research method seen. This type of investigation aims to establish general laws of behaviour across different settings through experiments, observations, questionnaires and closed questions.

1_64g8i9C2jwO_Rrv4QWH9DAQuantitative research limits the way the participant can answer and react. As a result, it is more likely to be context-bound and a reflection of the researchers’ assumptions. However, its limitations lie in that it doesn’t take place in a natural setting, moreover, the participants aren’t allowed to explain their choices or have the questions explained to them.


A few terms seen in class:

Research Rigour: https://www.youtube.com/watch?v=_dFePs6Th00

Impact analysis is defined by Bohner and Arnold as ‘identifying the potential consequences of a change, or estimating what needs to be modified to accomplish a change’, whereas, Pfleeger and Atlee focus on the risks associated with changes. They state that it is ‘the evaluation of the many risks associated with the change, including estimates of the effects on resources, effort, and schedule’.

How to create a customer journey map: https://www.youtube.com/watch?v=mSxpVRo3BLg

A unique selling point is a distinctive quality that sets apart a product from its competitors (high quality, low cost, most effective and so on). A good USP attracts customers and compels them into choosing this product or service over another.



McLeod, S. A. (2019, July 30). Qualitative vs. quantitative research. Retrieved from https://www.simplypsychology.org/qualitative-quantitative.html 

Change impact analysis, retrieved from https://en.wikipedia.org/wiki/Change_impact_analysis

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