Speaker 1: In this video, we will discuss very briefly the main differences between quantitative research and qualitative research. So our intention here is just to let students know the general features of both quantitative and qualitative types of research and how do they differ from each other. For more details on the meaning, nature and dynamics of both quantitative and qualitative types of research, including their specific methods in gathering data, please refer to our other video lectures on this topic. And so let's begin. On the one hand, quantitative research refers to the systematic empirical investigation of observable phenomena by gathering quantifiable data and performing computational, mathematical and statistical techniques. As is well known, scholars and researchers employ a quantitative research method in their attempt to develop theories, mathematical models and hypotheses that pertain to a particular phenomenon under investigation. This explains why measurement, that is, the process of assigning numbers to empirical objects or events, is central to quantitative research because it provides necessary and fundamental connection between empirical observation and mathematical expressions. Quantitative research is important as it provides data that are descriptive, which help researchers arrive at an objective and valid understanding of a phenomenon under investigation. For instance, quantitative data such as demographics, market size and consumer preferences provide valuable information for important business decisions. As we can see, quantitative research collects data from respondents through the use of a sampling method, which allows researchers to make inferences about a larger population by examining the part or parts. The collection of data from the sample is usually done through questionnaires, online polls and online surveys. Now on the other hand, qualitative research is a type of research that involves collecting and analyzing non-numerical data to understand concepts, opinions or experiences. According to the University of Utah, qualitative research is a process of naturalistic inquiry that seeks in-depth understanding of social phenomena within a particular natural setting. So rather than relying on statistical and numerical data, qualitative research methods rely mainly on people's words as the primary data. These require qualitative analysis and do not require sophisticated statistical treatment. As we can see, and contrary to the popular belief, qualitative research is not a method of research, but simply a type of research. However, we may speak of the term qualitative research methods and if we do so, we are exactly referring to the different methods of collecting and analyzing qualitative data. Qualitative research is commonly employed in the humanities and social sciences in subjects such as philosophy, history, education, sociology, anthropology and literature with the aim of gathering in-depth insights into a problem or generate new ideas for further research. This type of research is also used to explore complex topics and issues or understand how people experience a particular phenomenon.