The difference between qualitative and quantitative analysis lies in the methods used. The former focuses on the measurement of things and the latter on understanding them. A qualitative approach is more detailed and involves using a holistic perspective to make sense of a phenomenon. It is more useful in understanding people and situations because it is dependent on context. A study conducted in Silicon Valley will not have the same context as a study conducted in McDonald’s Corp. (MCD) in a few years.
Qualitative analysis is more thorough and gives the researcher more insight into a subject or object. Observation of the reaction can be a form of qualitative analysis. While not as accurate as quantitative analysis, it is faster and cheaper to conduct. In certain situations, the results of qualitative analysis can be incorporated into a quantitative study. It is also more subjective, non-statistical, and exploratory in nature.
Despite the limitations of quantitative research, qualitative research can help you make better decisions about what to study. A good qualitative analysis focuses on the intangible and experiential concerns of the subjects. It also relies on human-like characteristics and emotions to draw better conclusions. It can be more rigorous than quantitative analysis, but it is more valuable because it requires more time and effort.