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The two main research approaches, when to use each, and how to combine them.
7 min read · Written by UK academic writers
Quantitative research collects numerical data to measure and test relationships, while qualitative research explores meanings, experiences and themes through non-numerical data. Which you choose depends on your research questions; mixed methods combines both.
Choosing between qualitative and quantitative research is one of the first big decisions in your dissertation, and it shapes everything that follows. This guide explains the difference and helps you choose.
Quantitative research measures variables numerically and uses statistics to test hypotheses and identify patterns. It suits questions about how much, how many, or whether one thing affects another.
Qualitative research explores experiences, meanings and perspectives through data such as interviews, focus groups and texts. It suits questions about how and why people think, feel or behave.
The two approaches use different tools.
Let your research question decide. If you need to measure or test, choose quantitative; if you need to understand experience or meaning, choose qualitative.
Mixed methods combines both to gain breadth and depth, for example a survey followed by interviews. It can be powerful but requires more time and careful design.
Quantitative uses numerical data to measure and test; qualitative uses non-numerical data to explore meaning and experience.
Neither. The right approach depends on your research questions.
An approach that combines qualitative and quantitative methods to gain both depth and breadth.
Yes, through a mixed-methods design, though it requires careful planning and more time.
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