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Qualitative Research is primarily exploratory research.  It is used to gain an understanding of underlying reasons, opinions, and motivations. It provides insights into the problem or helps to develop ideas or hypotheses for potential quantitative research.

Quantitative Research is used to quantify the problem by way of generating numerical data or data that can be transformed into useable statistics. It is used to quantify attitudes, opinions, behaviors, and other defined variables – and generalize results from a larger sample population.

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Methods include focus groups, in-depth interviews, and reviews of documents for types of themes.
Primarily inductive process used to formulate theory or hypotheses


Surveys, structured interviews & observations, and reviews of records or documents for numeric information
Primarily deductive process used to test pre-specified concepts, constructs, and hypotheses that make up a theory
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