What is the difference between qualitative and quantitative research?

The distinction between qualitative and quantitative research lies in the nature of the data collected and the objectives of each research type. Qualitative research primarily focuses on understanding human behavior, emotions, and experiences through non-numerical data. It seeks to explore feelings, opinions, and the context behind phenomena, often using methods such as interviews, focus groups, and open-ended surveys.

On the other hand, quantitative research deals with numerical data, enabling researchers to measure and analyze variables statistically. It aims to establish patterns or correlations through structured methods and often employs surveys with fixed, closed-ended questions or experiments with standardized measurements.

Understanding this difference is crucial, as it guides researchers in choosing the appropriate methodology to address their specific research questions. Qualitative research is valuable for gaining in-depth insights, while quantitative research is essential for generalizing findings across larger populations through statistical analysis. Thus, option B accurately captures the essence of both research types.