Qualitative research is considered particularly suitable for exploratory research. It is primarily used to discover and gain an in-depth understanding of individual experiences, thoughts, opinions, and trends and dig deeper into the problem. As the diagram below suggests, quantitative research is about numbers and figures. It is used to quantify opinions, attitudes, behaviors, and other defined variables to support or refute hypotheses about a specific phenomenon and potentially contextualize the study sample results in a wider population. In simpler words, Quantitative techniques typically comprise various forms of questionnaires and surveys, structured interviews, and a behavioral observation based on explicit coding and categorization schemes.
