The Difference

Quantitative research is …

Understanding of structures

Qualitative research is …

Understanding of behavior,
reasons and 
motivations

• Structured questionnaire
• Mainly closed questions
• Numbers
• Calculations
• Mathematical models
• Tables
• Bar Charts

• Flexible guide line
• Diaries / Journals
• Open discussion
• Non verbal communication
• Reactions
• Transcripts and text-analysis
• Interpretations
• Quotes / Verbatims