Key Features of Qualitative Research

A choice between research methods rests fundamentally on a set of decisions about the questions a researcher wants to answer and the practicality of gathering the kind of data that will answer those questions.

Generally speaking, some key features of qualitative research include:

• Answers “how?” and “why?” For example, how do overweight adults make food choices based on calorie-labeling at fast food restaurants?
• Gathers open-ended and textual data
• Collects data by asking and observing
• Produces information about:
  • How people feel about situations
  • How things are done (for example, procedures)
  • How people or organizations behave

Whereas, some key features of quantitative research are:

• Answers “how many?” “when?” “where?” For example, does the strength of relation between amount of daily aerobic exercise and blood pressure differ for male and female adults?
• Gathers numerical data
• Collects data through surveys, logs, forms, etc.
• Analyzes numeric information to:
  • Classify and count a characteristic(s)
  • Construct statistical models to explain observations