The Difference Between Quantitative and Qualitative Research (And When to Use Each)

In the world of academic and applied research, one of the first choices scholars face is whether to use quantitative or qualitative methods. Understanding the core difference—and when to use each—is essential for designing a study that delivers meaningful results.

Quantitative research is rooted in numbers. It involves measurable data—percentages, frequencies, correlations, or statistical models. Researchers use surveys, experiments, or structured observations to test hypotheses. The goal is often to generalize findings to a larger population. For example, a public health researcher might use a survey of 1,000 people to examine the link between screen time and sleep quality. If you’re seeking patterns, testing theories, or measuring relationships between variables, quantitative methods are your go-to.

Qualitative research, on the other hand, is about depth and context. It explores the how and why behind behaviors or experiences. This approach uses interviews, focus groups, case studies, or content analysis to uncover meaning. A sociologist might conduct in-depth interviews with teachers to understand their emotional responses to remote learning. If you’re exploring lived experiences, unpacking narratives, or working with complex social phenomena, qualitative methods are more appropriate.

At Docent Research we believe the best research starts with asking the right questions. Quantitative research excels at answering what, how much, or how many. Qualitative research shines when you’re asking why, how, or in what way. In many cases, combining both—known as mixed methods—can provide a more complete picture.

At Docent Research we also recognize the invaluable role mentors play in this process. Choosing between quantitative and qualitative methods isn’t always straightforward—especially for early-stage researchers. Our mentors help clarify your research goals, refine your questions, and guide you toward the most appropriate methodology. Whether you’re navigating statistical software or designing an effective interview guide, having an experienced researcher by your side can make the difference between a good study and a great one. Their insights ensure that your approach aligns not only with academic standards but also with the unique demands of your subject matter.

Ultimately, the choice depends on your research goals, the nature of your question, and the type of data you need. Choose wisely—and let your research question guide the way.