What is a key difference between qualitative and quantitative research methods?

Qualitative research and quantitative research employ fundamentally different approaches to gathering and interpreting data. Qualitative research is characterized by its focus on exploring phenomena in depth, aiming to understand the meaning and context behind human behaviors, experiences, and social processes. It often involves methods such as interviews, focus groups, and observations, which allow for rich, detailed insights into the subjects being studied.

On the other hand, quantitative research emphasizes numerical data and statistical analysis. It is typically concerned with measuring variables, identifying patterns, and establishing relationships between them using structured tools such as surveys and experiments. This type of research enables the researcher to quantify the data and apply statistical techniques to draw conclusions and make generalizations.

By highlighting these differences, the correct answer illustrates how qualitative research is oriented toward depth and subjectivity, while quantitative research is geared towards breadth and objectivity through numerical representation. This distinction is crucial for researchers when deciding which methodology to employ based on their research questions and objectives.