Exploring, measuring or both: considering the differences between qualitative, quantitative and mixed methods research

This chapter highlights some of the differences between quantitative and qualitative research, but also how they can be used in a complementary manner in the same programme of research. Quantitative, qualitative and mixed methods research (MMR) come from different underlying assumptions of what is reality and what is knowledge. Broadly speaking, quantitative research involves hypothesis testing and confirmation whereas qualitative research is concerned with hypothesis generation and understanding. MMR is a combination of both. There are four broad approaches to study design within quantitative research: descriptive, correlational, quasi-experimental and experimental. Quantitative data collection methods involve objective measurements via structured data collection instruments that fit diverse experiences into predetermined response categories. Different research methods generate different types of data and these different types of data require different analysis approaches.