Qualitative research calls for open-ended responses to questions with a limited sample size. Researchers use this technique when multiple-choice and close-ended questions don't yield data that is precise enough to achieve research goals. Qualitative research works well when objectives require 1st-hand observation of user behavior and contextual inquiry (live, 1-on-1 interviews in end-user environment).
Quantitative research solicits close-ended responses from end-users, such as on a multiple-choice survey, or requires observation of usage statistics, such as in an Omniture report, to understand and document data trends. Researchers use this technique when the quantity of the data is more important than the data detail, and the range of responses/observable phenomena are limited (a web analytics report merely documents trends of specific data points moving up or down; increasing or decreasing over time). Quantitative research generally results in studies that are deployed via survey, or by observing click-stream data via analytics reporting tools.
Depending on online business objectives, study types can also be combined. Quantitative studies can be used to support observed, qualitative research trends. Conversely, theories made to justify quantitative data trends may be proven or disproven during qualitative research interviews. It is most important to understand what problems you, as a researcher, are solving for, in order to select the right technique to yield the proper insights.
Jonathan Lupo VP / Information Architecture - Empathy Lab
