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Benefits of Qualitative and Quantitative Research

            Quantitative and qualitative research methods are archetypally pragmatic in the field of social research. Quantitative research design focuses on numbers or quantities while qualitative research uses words to elucidate an array of concepts which cannot be mathematically captured.  The difference between the two is that qualitative method is subjective whereas quantitative is objective.  One of the main advantages of quantitative research is that its outcome or result is easy to measure and can be represented clearly via objective data (Bryman, 2017). Quantitative data can also be expanded into predictions. The results or outcome are reliable, valid, and can be generalized to a larger populace. It is advantageous for research which encompasses numbers and its methods such as simple random sampling can be in the verification of a hypothesis (Bryman, 2017).  The process of measurement in quantitative study offers an important connection between mathematical expression and empirical observation of quantitative relationships.

            On the other hand, the main advantage of qualitative research is its ability or prowess to profoundly probe and find rich descriptive data regarding social phenomena via observation, cultural immersion, case studies, and structured interviews, for example, ethnography. Qualitative research method goes in a distinct direction compared to the traditional research by allowing creativity to be one of its driving forces (Hussein, 2015). Additionally, the qualitative process is usually open-ended and allows the researchers to get underneath and mine actual data which one can give. The method is also flexible and provides predictive qualities. Lastly, the method allows for the collection of detail-oriented data by focusing on data subtlety instead of specific metric. It tries to gather as several details as possible to find genuine insights.