Explainer: qualitative vs. quantitative research, simply

Choosing a method starts with knowing the difference. Here's the plain-language version.

• Quantitative research deals with numbers — measuring, counting, statistics. It answers "how much / how many / is there a pattern?"
• Qualitative research deals with meaning — interviews, observation, text. It answers "why / how do people experience this?"

Many strong studies are mixed methods, using both. The right choice depends on your question, not on which is "better." What does your research question really ask? That points you to the method.