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Qualitative research is a type of research that collects and analyzes non-numerical data, such as text, images, and audio recordings. The goal of qualitative research is to understand the lived experiences of individuals or groups and to develop rich descriptions of social phenomena. Qualitative research methods include interviews, focus groups, and ethnography.

Mixed methods research is a type of research that combines quantitative and qualitative data collection and analysis methods. Mixed methods research is often used to provide a more comprehensive understanding of a research topic than either quantitative or qualitative research alone can provide.

Differences between quantitative, qualitative, and mixed methods research

The following table summarizes the key differences between quantitative, qualitative, and mixed methods research:

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Similarities between quantitative, qualitative, and mixed methods research

Despite their differences, quantitative, qualitative, and mixed methods research studies have some similarities. All three approaches to research are based on a systematic and rigorous process of inquiry. All three approaches also involve the collection and analysis of data. Additionally, all three approaches can be used to answer a variety of research questions, although some questions are better suited to certain approaches than others.

Examples of quantitative, qualitative, and mixed methods research studies

Here are some examples of quantitative, qualitative, and mixed methods research studies:

Quantitative research study:

• A researcher conducts a survey of college students to assess their attitudes towards online learning.

Qualitative research study:

• A researcher interviews a group of high school students about their experiences with bullying.

Mixed methods research study:

• A researcher conducts a mixed methods study to examine the relationship between social media use and depression in adolescents. The study collects both quantitative data (e.g., survey data on social media use and depression symptoms) and qualitative data (e.g., interview data on adolescents’ experiences with social media and depression).

When to use quantitative, qualitative, and mixed methods research

The best approach to research for a particular study will depend on the research question(s) being asked. Quantitative research is often the best approach for studies that aim to quantify relationships between variables and to make generalizations about a population. Qualitative research is often the best approach for studies that aim to understand the lived experiences of individuals or groups and to develop rich descriptions of social phenomena. Mixed methods research is often the best approach for studies that aim to provide a more comprehensive understanding of a research topic than either quantitative or qualitative research alone can provide.

Conclusion

Quantitative, qualitative, and mixed methods research are all valuable approaches to conducting research. The best approach for a particular study will depend on the research question(s) being asked.

Here are some additional things to consider when choosing a research approach:

• The nature of your research question(s): Quantitative research is best suited for questions that can be answered with numerical data, such as “What is the relationship between social media use and depression in adolescents?” Qualitative research is best suited for questions that can be answered with non-numerical data, such as “What are the experiences of high school students who have been bullied?” Mixed methods research is best suited for questions that require a more comprehensive understanding than either quantitative or qualitative research alone can provide.
• Your resources and expertise: Quantitative research can be time-consuming and expensive to conduct. Qualitative research can also be time-consuming, but it is often less expensive than quantitative research. Mixed methods research can be the most time-consuming and expensive approach, but it can also provide the most comprehensive results.

Your audience: If you are writing for an audience that is familiar with quantitative research methods, then you may want to use a quantitative approach.