Describe some differences between quantitative and qualitative approaches to data collection in research. (4 marks)

The primary difference between quantitative and qualitative research is that quantitative data is objectively measured whereas qualitative data is more subjectively interpreted. Quantitative data is numerical, transformable and immediately quantifiable. Qualitative data involves language, words and has to be transformed/interpreted prior to analysis.It is easier to identify patterns in quantitative data as it is objective, however, qualitative data allows researchers to collect data on things that cannot be measured numerically i.e. personal feelings or emotional reactions to particular situations.