What is the main difference between qualitative and quantitative research?

The main distinction between qualitative and quantitative research lies in their fundamental approaches to data and what they seek to understand. Qualitative research is primarily concerned with exploring and understanding human experiences, thoughts, and feelings. It delves into the nuances of social phenomena, often through interviews, focus groups, and open-ended survey questions, allowing for in-depth insights into participants' perspectives.

In contrast, quantitative research focuses on analyzing numerical data and statistics. It aims to measure variables, establish patterns, and test hypotheses using structured tools like surveys with closed-ended questions or experiments. This method often seeks to quantify the extent of a phenomenon or to identify relationships between variables, providing generalizable results that can be applied across broader populations.

This distinction highlights the emphasis of qualitative research on rich, descriptive data that captures the complexities of human behavior, while quantitative research is centered on objective measurement and statistical analysis. Thus, the correct answer accurately reflects the core functions and methodologies of both research types.