ABSTRACT
Quantitative and qualitative research are the two main methodological approaches, and they differ in many ways. Many focus on the differences represented directly in their names, which points to the key difference in how research results are presented. Quantitative researchers largely conduct studies that seek to generalize or present data that is representative of a large population. Quantitative research can help to extend the generalizability of information that was discovered through exploratory research. Qualitative and quantitative researchers examine previously published literature and include reviews of it in their research reports. The flexibility of research designs also differs between qualitative and quantitative approaches. Qualitative research designs may allow for the possibility of making adjustments in the measures while working with the participants, such as rewording questions or adding questions based on earlier responses by participants.
