Research is really nothing more than Q&A fact-finding. All the answers are either words or numbers. The trick is knowing which questions to ask, and what to do with the answers you get.

There are two main types of research: quantitative and qualitative.

Quantitative Research:

Quantitative research is focused on the measurement of variables. A variable is anything that can have a different value. In other words, if it can vary (such as age, weight, or score on a depression measure), it is a variable. Quantitative research is objective, based on observable facts rather than on thoughts, feelings, or impressions. Quantitative research will definitely be with numbers or quantities of things. The purpose of quantitative research is to control certain variables and then measure how they influence other variables. This way we can test and confirm theories or explanations of why and how things occur.

Often, quantitative researchers will have an idea, or hypothesis, of what will happen before they begin to test it. By using quantitative research, they can discover if their hypothesis was correct or incorrect.

Types of Quantitative Research Designs:

1. Survey - interviews, questionnaires, polls
2. Descriptive - describes the current state of events
3. Comparative - only determines if there are differences between two or more groups
4. Correlational - explores if there are differences between two or more groups
5. Ex Post Facto - investigates possible relationships among variables after the fact. The focus is on what has already occurred
6. True experiment - must consist of experimental and control group with random placement of participants
7. Quasi-experiment - randomization of participants to experimental and control groups is not possible

Qualitative Research:

Qualitative research focuses on describing something with words rather than measuring it with numbers. It is much more personal and subjective (individual interpretation) than quantitative research. This type of research is used to describe something as completely as possible. Often, qualitative researchers do not have a specific question in mind when they begin a study; rather, they hope to create questions for future research as a result of the study. Although cold hard data can be gained from this type of research, it is not the goal.

Types of Qualitative Research Designs:

1. Case study - of an individual, group, program, etc.
2. Ethnography - observation and interview of a cultural or social group
3. Documental - historical in the form of analyzing documents regarding past events, situations, etc.

In Summary:

1. If you're looking for numbers, you're doing quantitative research (quantity, get it?)
2. If you're looking for opinions and descriptions (words), you're doing qualitative research

It really is that simple.

Try this brief review quiz: Which are qualitative and which are quantitative?

1. How many miles did you drive last week?
2. Do you consider yourself a Democrat or a Republican?
3. How long have you been in your current job?
4. Would you like fries with that?
5. On a scale of 1 to 10, how do you feel about the new speed limit?
6. Are you male or female?

Answers:

The odd-numbered questions are "quantitative" - they are asking for numbers. The even-numbered questions are "qualitative" - they are asking for words, and the answers cannot be put in any particular measurable order. Even though we can substitute "yes" answers for Democrats and males, we cannot say these verbal (non-numeric) answers are more or less than their alternative choices. The other choices are equal in value - our particular opinions notwithstanding.