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• Qualitative vs. Quantitative Research | Differences, Examples & Methods

Qualitative vs. Quantitative Research | Differences, Examples & Methods

Published on April 12, 2019 by Raimo Streefkerk . Revised on June 22, 2023.

When collecting and analyzing data, quantitative research deals with numbers and statistics, while qualitative research deals with words and meanings. Both are important for gaining different kinds of knowledge.

Common quantitative methods include experiments, observations recorded as numbers, and surveys with closed-ended questions.

Quantitative research is at risk for research biases including information bias , omitted variable bias , sampling bias , or selection bias . Qualitative research Qualitative research is expressed in words . It is used to understand concepts, thoughts or experiences. This type of research enables you to gather in-depth insights on topics that are not well understood.

Common qualitative methods include interviews with open-ended questions, observations described in words, and literature reviews that explore concepts and theories.

Table of contents

The differences between quantitative and qualitative research, data collection methods, when to use qualitative vs. quantitative research, how to analyze qualitative and quantitative data, other interesting articles, frequently asked questions about qualitative and quantitative research.

Quantitative and qualitative research use different research methods to collect and analyze data, and they allow you to answer different kinds of research questions.

Quantitative and qualitative data can be collected using various methods. It is important to use a data collection method that will help answer your research question(s).

Many data collection methods can be either qualitative or quantitative. For example, in surveys, observational studies or case studies , your data can be represented as numbers (e.g., using rating scales or counting frequencies) or as words (e.g., with open-ended questions or descriptions of what you observe).

However, some methods are more commonly used in one type or the other.

Quantitative data collection methods

• Surveys :  List of closed or multiple choice questions that is distributed to a sample (online, in person, or over the phone).
• Experiments : Situation in which different types of variables are controlled and manipulated to establish cause-and-effect relationships.
• Observations : Observing subjects in a natural environment where variables can’t be controlled.

Qualitative data collection methods

• Interviews : Asking open-ended questions verbally to respondents.
• Focus groups : Discussion among a group of people about a topic to gather opinions that can be used for further research.
• Ethnography : Participating in a community or organization for an extended period of time to closely observe culture and behavior.
• Literature review : Survey of published works by other authors.

A rule of thumb for deciding whether to use qualitative or quantitative data is:

• Use quantitative research if you want to confirm or test something (a theory or hypothesis )
• Use qualitative research if you want to understand something (concepts, thoughts, experiences)

For most research topics you can choose a qualitative, quantitative or mixed methods approach . Which type you choose depends on, among other things, whether you’re taking an inductive vs. deductive research approach ; your research question(s) ; whether you’re doing experimental , correlational , or descriptive research ; and practical considerations such as time, money, availability of data, and access to respondents.

Quantitative research approach

You survey 300 students at your university and ask them questions such as: “on a scale from 1-5, how satisfied are your with your professors?”

You can perform statistical analysis on the data and draw conclusions such as: “on average students rated their professors 4.4”.

Qualitative research approach

You conduct in-depth interviews with 15 students and ask them open-ended questions such as: “How satisfied are you with your studies?”, “What is the most positive aspect of your study program?” and “What can be done to improve the study program?”

Based on the answers you get you can ask follow-up questions to clarify things. You transcribe all interviews using transcription software and try to find commonalities and patterns.

Mixed methods approach

You conduct interviews to find out how satisfied students are with their studies. Through open-ended questions you learn things you never thought about before and gain new insights. Later, you use a survey to test these insights on a larger scale.

It’s also possible to start with a survey to find out the overall trends, followed by interviews to better understand the reasons behind the trends.

Qualitative or quantitative data by itself can’t prove or demonstrate anything, but has to be analyzed to show its meaning in relation to the research questions. The method of analysis differs for each type of data.

Analyzing quantitative data

Quantitative data is based on numbers. Simple math or more advanced statistical analysis is used to discover commonalities or patterns in the data. The results are often reported in graphs and tables.

Applications such as Excel, SPSS, or R can be used to calculate things like:

• Average scores ( means )
• The number of times a particular answer was given
• The correlation or causation between two or more variables
• The reliability and validity of the results

Analyzing qualitative data

Qualitative data is more difficult to analyze than quantitative data. It consists of text, images or videos instead of numbers.

Some common approaches to analyzing qualitative data include:

• Qualitative content analysis : Tracking the occurrence, position and meaning of words or phrases
• Thematic analysis : Closely examining the data to identify the main themes and patterns
• Discourse analysis : Studying how communication works in social contexts

If you want to know more about statistics , methodology , or research bias , make sure to check out some of our other articles with explanations and examples.

• Chi square goodness of fit test
• Degrees of freedom
• Null hypothesis
• Discourse analysis
• Control groups
• Mixed methods research
• Non-probability sampling
• Quantitative research
• Inclusion and exclusion criteria

Research bias

• Rosenthal effect
• Implicit bias
• Cognitive bias
• Selection bias
• Negativity bias
• Status quo bias

Quantitative research deals with numbers and statistics, while qualitative research deals with words and meanings.

Quantitative methods allow you to systematically measure variables and test hypotheses . Qualitative methods allow you to explore concepts and experiences in more detail.

In mixed methods research , you use both qualitative and quantitative data collection and analysis methods to answer your research question .

The research methods you use depend on the type of data you need to answer your research question .

• If you want to measure something or test a hypothesis , use quantitative methods . If you want to explore ideas, thoughts and meanings, use qualitative methods .
• If you want to analyze a large amount of readily-available data, use secondary data. If you want data specific to your purposes with control over how it is generated, collect primary data.
• If you want to establish cause-and-effect relationships between variables , use experimental methods. If you want to understand the characteristics of a research subject, use descriptive methods.

Data collection is the systematic process by which observations or measurements are gathered in research. It is used in many different contexts by academics, governments, businesses, and other organizations.

There are various approaches to qualitative data analysis , but they all share five steps in common:

• Prepare and organize your data.
• Review and explore your data.
• Develop a data coding system.
• Assign codes to the data.
• Identify recurring themes.

The specifics of each step depend on the focus of the analysis. Some common approaches include textual analysis , thematic analysis , and discourse analysis .

A research project is an academic, scientific, or professional undertaking to answer a research question . Research projects can take many forms, such as qualitative or quantitative , descriptive , longitudinal , experimental , or correlational . What kind of research approach you choose will depend on your topic.

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Qualitative vs Quantitative Research Methods & Data Analysis

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The main difference between quantitative and qualitative research is the type of data they collect and analyze.

Quantitative data is information about quantities, and therefore numbers, and qualitative data is descriptive, and regards phenomenon which can be observed but not measured, such as language.

• Quantitative research collects numerical data and analyzes it using statistical methods. The aim is to produce objective, empirical data that can be measured and expressed numerically. Quantitative research is often used to test hypotheses, identify patterns, and make predictions.
• Qualitative research gathers non-numerical data (words, images, sounds) to explore subjective experiences and attitudes, often via observation and interviews. It aims to produce detailed descriptions and uncover new insights about the studied phenomenon.

On This Page:

What Is Qualitative Research?

Qualitative research is the process of collecting, analyzing, and interpreting non-numerical data, such as language. Qualitative research can be used to understand how an individual subjectively perceives and gives meaning to their social reality.

Qualitative data is non-numerical data, such as text, video, photographs, or audio recordings. This type of data can be collected using diary accounts or in-depth interviews and analyzed using grounded theory or thematic analysis.

Qualitative research is multimethod in focus, involving an interpretive, naturalistic approach to its subject matter. This means that qualitative researchers study things in their natural settings, attempting to make sense of, or interpret, phenomena in terms of the meanings people bring to them. Denzin and Lincoln (1994, p. 2)

Interest in qualitative data came about as the result of the dissatisfaction of some psychologists (e.g., Carl Rogers) with the scientific study of psychologists such as behaviorists (e.g., Skinner ).

Since psychologists study people, the traditional approach to science is not seen as an appropriate way of carrying out research since it fails to capture the totality of human experience and the essence of being human.  Exploring participants’ experiences is known as a phenomenological approach (re: Humanism ).

Qualitative research is primarily concerned with meaning, subjectivity, and lived experience. The goal is to understand the quality and texture of people’s experiences, how they make sense of them, and the implications for their lives.

Qualitative research aims to understand the social reality of individuals, groups, and cultures as nearly as possible as participants feel or live it. Thus, people and groups are studied in their natural setting.

Some examples of qualitative research questions are provided, such as what an experience feels like, how people talk about something, how they make sense of an experience, and how events unfold for people.

Research following a qualitative approach is exploratory and seeks to explain ‘how’ and ‘why’ a particular phenomenon, or behavior, operates as it does in a particular context. It can be used to generate hypotheses and theories from the data.

Qualitative Methods

There are different types of qualitative research methods, including diary accounts, in-depth interviews , documents, focus groups , case study research , and ethnography .

The results of qualitative methods provide a deep understanding of how people perceive their social realities and in consequence, how they act within the social world.

The researcher has several methods for collecting empirical materials, ranging from the interview to direct observation, to the analysis of artifacts, documents, and cultural records, to the use of visual materials or personal experience. Denzin and Lincoln (1994, p. 14)

Here are some examples of qualitative data:

Interview transcripts : Verbatim records of what participants said during an interview or focus group. They allow researchers to identify common themes and patterns, and draw conclusions based on the data. Interview transcripts can also be useful in providing direct quotes and examples to support research findings.

Observations : The researcher typically takes detailed notes on what they observe, including any contextual information, nonverbal cues, or other relevant details. The resulting observational data can be analyzed to gain insights into social phenomena, such as human behavior, social interactions, and cultural practices.

Unstructured interviews : generate qualitative data through the use of open questions.  This allows the respondent to talk in some depth, choosing their own words.  This helps the researcher develop a real sense of a person’s understanding of a situation.

Diaries or journals : Written accounts of personal experiences or reflections.

Notice that qualitative data could be much more than just words or text. Photographs, videos, sound recordings, and so on, can be considered qualitative data. Visual data can be used to understand behaviors, environments, and social interactions.

Qualitative Data Analysis

Qualitative research is endlessly creative and interpretive. The researcher does not just leave the field with mountains of empirical data and then easily write up his or her findings.

Qualitative interpretations are constructed, and various techniques can be used to make sense of the data, such as content analysis, grounded theory (Glaser & Strauss, 1967), thematic analysis (Braun & Clarke, 2006), or discourse analysis .

For example, thematic analysis is a qualitative approach that involves identifying implicit or explicit ideas within the data. Themes will often emerge once the data has been coded .

Key Features

• Events can be understood adequately only if they are seen in context. Therefore, a qualitative researcher immerses her/himself in the field, in natural surroundings. The contexts of inquiry are not contrived; they are natural. Nothing is predefined or taken for granted.
• Qualitative researchers want those who are studied to speak for themselves, to provide their perspectives in words and other actions. Therefore, qualitative research is an interactive process in which the persons studied teach the researcher about their lives.
• The qualitative researcher is an integral part of the data; without the active participation of the researcher, no data exists.
• The study’s design evolves during the research and can be adjusted or changed as it progresses. For the qualitative researcher, there is no single reality. It is subjective and exists only in reference to the observer.
• The theory is data-driven and emerges as part of the research process, evolving from the data as they are collected.

Limitations of Qualitative Research

• Because of the time and costs involved, qualitative designs do not generally draw samples from large-scale data sets.
• The problem of adequate validity or reliability is a major criticism. Because of the subjective nature of qualitative data and its origin in single contexts, it is difficult to apply conventional standards of reliability and validity. For example, because of the central role played by the researcher in the generation of data, it is not possible to replicate qualitative studies.
• Also, contexts, situations, events, conditions, and interactions cannot be replicated to any extent, nor can generalizations be made to a wider context than the one studied with confidence.
• The time required for data collection, analysis, and interpretation is lengthy. Analysis of qualitative data is difficult, and expert knowledge of an area is necessary to interpret qualitative data. Great care must be taken when doing so, for example, looking for mental illness symptoms.

Advantages of Qualitative Research

• Because of close researcher involvement, the researcher gains an insider’s view of the field. This allows the researcher to find issues that are often missed (such as subtleties and complexities) by the scientific, more positivistic inquiries.
• Qualitative descriptions can be important in suggesting possible relationships, causes, effects, and dynamic processes.
• Qualitative analysis allows for ambiguities/contradictions in the data, which reflect social reality (Denscombe, 2010).
• Qualitative research uses a descriptive, narrative style; this research might be of particular benefit to the practitioner as she or he could turn to qualitative reports to examine forms of knowledge that might otherwise be unavailable, thereby gaining new insight.

What Is Quantitative Research?

Quantitative research involves the process of objectively collecting and analyzing numerical data to describe, predict, or control variables of interest.

The goals of quantitative research are to test causal relationships between variables , make predictions, and generalize results to wider populations.

Quantitative researchers aim to establish general laws of behavior and phenomenon across different settings/contexts. Research is used to test a theory and ultimately support or reject it.

Quantitative Methods

Experiments typically yield quantitative data, as they are concerned with measuring things.  However, other research methods, such as controlled observations and questionnaires , can produce both quantitative information.

For example, a rating scale or closed questions on a questionnaire would generate quantitative data as these produce either numerical data or data that can be put into categories (e.g., “yes,” “no” answers).

Experimental methods limit how research participants react to and express appropriate social behavior.

Findings are, therefore, likely to be context-bound and simply a reflection of the assumptions that the researcher brings to the investigation.

There are numerous examples of quantitative data in psychological research, including mental health. Here are a few examples:

Another example is the Experience in Close Relationships Scale (ECR), a self-report questionnaire widely used to assess adult attachment styles .

The ECR provides quantitative data that can be used to assess attachment styles and predict relationship outcomes.

Neuroimaging data : Neuroimaging techniques, such as MRI and fMRI, provide quantitative data on brain structure and function.

This data can be analyzed to identify brain regions involved in specific mental processes or disorders.

For example, the Beck Depression Inventory (BDI) is a clinician-administered questionnaire widely used to assess the severity of depressive symptoms in individuals.

The BDI consists of 21 questions, each scored on a scale of 0 to 3, with higher scores indicating more severe depressive symptoms. 

Quantitative Data Analysis

Statistics help us turn quantitative data into useful information to help with decision-making. We can use statistics to summarize our data, describing patterns, relationships, and connections. Statistics can be descriptive or inferential.

Descriptive statistics help us to summarize our data. In contrast, inferential statistics are used to identify statistically significant differences between groups of data (such as intervention and control groups in a randomized control study).

• Quantitative researchers try to control extraneous variables by conducting their studies in the lab.
• The research aims for objectivity (i.e., without bias) and is separated from the data.
• The design of the study is determined before it begins.
• For the quantitative researcher, the reality is objective, exists separately from the researcher, and can be seen by anyone.
• Research is used to test a theory and ultimately support or reject it.

Limitations of Quantitative Research

• Context: Quantitative experiments do not take place in natural settings. In addition, they do not allow participants to explain their choices or the meaning of the questions they may have for those participants (Carr, 1994).
• Researcher expertise: Poor knowledge of the application of statistical analysis may negatively affect analysis and subsequent interpretation (Black, 1999).
• Variability of data quantity: Large sample sizes are needed for more accurate analysis. Small-scale quantitative studies may be less reliable because of the low quantity of data (Denscombe, 2010). This also affects the ability to generalize study findings to wider populations.
• Confirmation bias: The researcher might miss observing phenomena because of focus on theory or hypothesis testing rather than on the theory of hypothesis generation.

Advantages of Quantitative Research

• Scientific objectivity: Quantitative data can be interpreted with statistical analysis, and since statistics are based on the principles of mathematics, the quantitative approach is viewed as scientifically objective and rational (Carr, 1994; Denscombe, 2010).
• Useful for testing and validating already constructed theories.
• Rapid analysis: Sophisticated software removes much of the need for prolonged data analysis, especially with large volumes of data involved (Antonius, 2003).
• Replication: Quantitative data is based on measured values and can be checked by others because numerical data is less open to ambiguities of interpretation.
• Hypotheses can also be tested because of statistical analysis (Antonius, 2003).

Antonius, R. (2003). Interpreting quantitative data with SPSS . Sage.

Black, T. R. (1999). Doing quantitative research in the social sciences: An integrated approach to research design, measurement and statistics . Sage.

Braun, V. & Clarke, V. (2006). Using thematic analysis in psychology . Qualitative Research in Psychology , 3, 77–101.

Carr, L. T. (1994). The strengths and weaknesses of quantitative and qualitative research : what method for nursing? Journal of advanced nursing, 20(4) , 716-721.

Denscombe, M. (2010). The Good Research Guide: for small-scale social research. McGraw Hill.

Denzin, N., & Lincoln. Y. (1994). Handbook of Qualitative Research. Thousand Oaks, CA, US: Sage Publications Inc.

Glaser, B. G., Strauss, A. L., & Strutzel, E. (1968). The discovery of grounded theory; strategies for qualitative research. Nursing research, 17(4) , 364.

Minichiello, V. (1990). In-Depth Interviewing: Researching People. Longman Cheshire.

Punch, K. (1998). Introduction to Social Research: Quantitative and Qualitative Approaches. London: Sage

Further Information

• Mixed methods research
• Designing qualitative research
• Methods of data collection and analysis
• Introduction to quantitative and qualitative research
• Checklists for improving rigour in qualitative research: a case of the tail wagging the dog?
• Qualitative research in health care: Analysing qualitative data
• Qualitative data analysis: the framework approach
• Using the framework method for the analysis of
• Qualitative data in multi-disciplinary health research
• Content Analysis
• Grounded Theory
• Thematic Analysis

Educational resources and simple solutions for your research journey

Qualitative vs Quantitative Research: Differences, Examples, and Methods

There are two broad kinds of research approaches: qualitative and quantitative research that are used to study and analyze phenomena in various fields such as natural sciences, social sciences, and humanities. Whether you have realized it or not, your research must have followed either or both research types. In this article we will discuss what qualitative vs quantitative research is, their applications, pros and cons, and when to use qualitative vs quantitative research . Before we get into the details, it is important to understand the differences between the qualitative and quantitative research.     

Table of Contents

Qualitative v s Quantitative Research  

Quantitative research deals with quantity, hence, this research type is concerned with numbers and statistics to prove or disapprove theories or hypothesis. In contrast, qualitative research is all about quality – characteristics, unquantifiable features, and meanings to seek deeper understanding of behavior and phenomenon. These two methodologies serve complementary roles in the research process, each offering unique insights and methods suited to different research questions and objectives.    

Qualitative and quantitative research approaches have their own unique characteristics, drawbacks, advantages, and uses. Where quantitative research is mostly employed to validate theories or assumptions with the goal of generalizing facts to the larger population, qualitative research is used to study concepts, thoughts, or experiences for the purpose of gaining the underlying reasons, motivations, and meanings behind human behavior .   

What Are the Differences Between Qualitative and Quantitative Research  

Qualitative and quantitative research differs in terms of the methods they employ to conduct, collect, and analyze data. For example, qualitative research usually relies on interviews, observations, and textual analysis to explore subjective experiences and diverse perspectives. While quantitative data collection methods include surveys, experiments, and statistical analysis to gather and analyze numerical data. The differences between the two research approaches across various aspects are listed in the table below.    

Data Collection Methods  

There are differences between qualitative and quantitative research when it comes to data collection as they deal with different types of data. Qualitative research is concerned with personal or descriptive accounts to understand human behavior within society. Quantitative research deals with numerical or measurable data to delineate relations among variables. Hence, the qualitative data collection methods differ significantly from quantitative data collection methods due to the nature of data being collected and the research objectives. Below is the list of data collection methods for each research approach:    

Qualitative Research Data Collection  

• Interviews  
• Focus g roups  
• Content a nalysis  
• Literature review  
• Observation  
• Ethnography  

Qualitative research data collection can involve one-on-one group interviews to capture in-depth perspectives of participants using open-ended questions. These interviews could be structured, semi-structured or unstructured depending upon the nature of the study. Focus groups can be used to explore specific topics and generate rich data through discussions among participants. Another qualitative data collection method is content analysis, which involves systematically analyzing text documents, audio, and video files or visual content to uncover patterns, themes, and meanings. This can be done through coding and categorization of raw data to draw meaningful insights. Data can be collected through observation studies where the goal is to simply observe and document behaviors, interaction, and phenomena in natural settings without interference. Lastly, ethnography allows one to immerse themselves in the culture or environment under study for a prolonged period to gain a deep understanding of the social phenomena.   

Quantitative Research Data Collection  

• Surveys/ q uestionnaires  
• Experiments
• Secondary data analysis  
• Structured o bservations  
• Case studies   
• Tests and a ssessments  

Quantitative research data collection approaches comprise of fundamental methods for generating numerical data that can be analyzed using statistical or mathematical tools. The most common quantitative data collection approach is the usage of structured surveys with close-ended questions to collect quantifiable data from a large sample of participants. These can be conducted online, over the phone, or in person.   

Performing experiments is another important data collection approach, in which variables are manipulated under controlled conditions to observe their effects on dependent variables. This often involves random assignment of participants to different conditions or groups. Such experimental settings are employed to gauge cause-and-effect relationships and understand a complex phenomenon. At times, instead of acquiring original data, researchers may deal with secondary data, which is the dataset curated by others, such as government agencies, research organizations, or academic institute. With structured observations, subjects in a natural environment can be studied by controlling the variables which aids in understanding the relationship among various variables. The secondary data is then analyzed to identify patterns and relationships among variables. Observational studies provide a means to systematically observe and record behaviors or phenomena as they occur in controlled environments. Case studies form an interesting study methodology in which a researcher studies a single entity or a small number of entities (individuals or organizations) in detail to understand complex phenomena within a specific context.   

Qualitative vs Quantitative Research Outcomes  

Qualitative research and quantitative research lead to varied research outcomes, each with its own strengths and limitations. For example, qualitative research outcomes provide deep descriptive accounts of human experiences, motivations, and perspectives that allow us to identify themes or narratives and context in which behavior, attitudes, or phenomena occurs.  Quantitative research outcomes on the other hand produce numerical data that is analyzed statistically to establish patterns and relationships objectively, to form generalizations about the larger population and make predictions. This numerical data can be presented in the form of graphs, tables, or charts. Both approaches offer valuable perspectives on complex phenomena, with qualitative research focusing on depth and interpretation, while quantitative research emphasizes numerical analysis and objectivity.  

When to Use Qualitative vs Quantitative Research Approach  

The decision to choose between qualitative and quantitative research depends on various factors, such as the research question, objectives, whether you are taking an inductive or deductive approach, available resources, practical considerations such as time and money, and the nature of the phenomenon under investigation. To simplify, quantitative research can be used if the aim of the research is to prove or test a hypothesis, while qualitative research should be used if the research question is more exploratory and an in-depth understanding of the concepts, behavior, or experiences is needed.     

Qualitative research approach  

Qualitative research approach is used under following scenarios:   

• To study complex phenomena: When the research requires understanding the depth, complexity, and context of a phenomenon.  
• Collecting participant perspectives: When the goal is to understand the why behind a certain behavior, and a need to capture subjective experiences and perceptions of participants.  
• Generating hypotheses or theories: When generating hypotheses, theories, or conceptual frameworks based on exploratory research.  

Example: If you have a research question “What obstacles do expatriate students encounter when acquiring a new language in their host country?”  

This research question can be addressed using the qualitative research approach by conducting in-depth interviews with 15-25 expatriate university students. Ask open-ended questions such as “What are the major challenges you face while attempting to learn the new language?”, “Do you find it difficult to learn the language as an adult?”, and “Do you feel practicing with a native friend or colleague helps the learning process”?  

Based on the findings of these answers, a follow-up questionnaire can be planned to clarify things. Next step will be to transcribe all interviews using transcription software and identify themes and patterns.   

Quantitative research approach  

Quantitative research approach is used under following scenarios:   

• Testing hypotheses or proving theories: When aiming to test hypotheses, establish relationships, or examine cause-and-effect relationships.   
• Generalizability: When needing findings that can be generalized to broader populations using large, representative samples.  
• Statistical analysis: When requiring rigorous statistical analysis to quantify relationships, patterns, or trends in data.   

Example : Considering the above example, you can conduct a survey of 200-300 expatriate university students and ask them specific questions such as: “On a scale of 1-10 how difficult is it to learn a new language?”  

Next, statistical analysis can be performed on the responses to draw conclusions like, on an average expatriate students rated the difficulty of learning a language 6.5 on the scale of 10.    

Mixed methods approach  

In many cases, researchers may opt for a mixed methods approach , combining qualitative and quantitative methods to leverage the strengths of both approaches. Researchers may use qualitative data to explore phenomena in-depth and generate hypotheses, while quantitative data can be used to test these hypotheses and generalize findings to broader populations.  

Example: Both qualitative and quantitative research methods can be used in combination to address the above research question. Through open-ended questions you can gain insights about different perspectives and experiences while quantitative research allows you to test that knowledge and prove/disprove your hypothesis.   

How to Analyze Qualitative and Quantitative Data  

When it comes to analyzing qualitative and quantitative data, the focus is on identifying patterns in the data to highlight the relationship between elements. The best research method for any given study should be chosen based on the study aim. A few methods to analyze qualitative and quantitative data are listed below.  

Analyzing qualitative data  

Qualitative data analysis is challenging as it is not expressed in numbers and consists majorly of texts, images, or videos. Hence, care must be taken while using any analytical approach. Some common approaches to analyze qualitative data include:  

• Organization: The first step is data (transcripts or notes) organization into different categories with similar concepts, themes, and patterns to find inter-relationships.  
• Coding: Data can be arranged in categories based on themes/concepts using coding.  
• Theme development: Utilize higher-level organization to group related codes into broader themes.  
• Interpretation: Explore the meaning behind different emerging themes to understand connections. Use different perspectives like culture, environment, and status to evaluate emerging themes.  
• Reporting: Present findings with quotes or excerpts to illustrate key themes.   

Analyzing quantitative data  

Quantitative data analysis is more direct compared to qualitative data as it primarily deals with numbers. Data can be evaluated using simple math or advanced statistics (descriptive or inferential). Some common approaches to analyze quantitative data include:  

• Processing raw data: Check missing values, outliers, or inconsistencies in raw data.  
• Descriptive statistics: Summarize data with means, standard deviations, or standard error using programs such as Excel, SPSS, or R language.  
• Exploratory data analysis: Usage of visuals to deduce patterns and trends.  
• Hypothesis testing: Apply statistical tests to find significance and test hypothesis (Student’s t-test or ANOVA).  
• Interpretation: Analyze results considering significance and practical implications.  
• Validation: Data validation through replication or literature review.  
• Reporting: Present findings by means of tables, figures, or graphs.   

Benefits and limitations of qualitative vs quantitative research  

There are significant differences between qualitative and quantitative research; we have listed the benefits and limitations of both methods below:  

Benefits of qualitative research  

• Rich insights: As qualitative research often produces information-rich data, it aids in gaining in-depth insights into complex phenomena, allowing researchers to explore nuances and meanings of the topic of study.  
• Flexibility: One of the most important benefits of qualitative research is flexibility in acquiring and analyzing data that allows researchers to adapt to the context and explore more unconventional aspects.  
• Contextual understanding: With descriptive and comprehensive data, understanding the context in which behaviors or phenomena occur becomes accessible.   
• Capturing different perspectives: Qualitative research allows for capturing different participant perspectives with open-ended question formats that further enrich data.   
• Hypothesis/theory generation: Qualitative research is often the first step in generating theory/hypothesis, which leads to future investigation thereby contributing to the field of research.

Limitations of qualitative research  

• Subjectivity: It is difficult to have objective interpretation with qualitative research, as research findings might be influenced by the expertise of researchers. The risk of researcher bias or interpretations affects the reliability and validity of the results.   
• Limited generalizability: Due to the presence of small, non-representative samples, the qualitative data cannot be used to make generalizations to a broader population.  
• Cost and time intensive: Qualitative data collection can be time-consuming and resource-intensive, therefore, it requires strategic planning and commitment.   
• Complex analysis: Analyzing qualitative data needs specialized skills and techniques, hence, it’s challenging for researchers without sufficient training or experience.   
• Potential misinterpretation: There is a risk of sampling bias and misinterpretation in data collection and analysis if researchers lack cultural or contextual understanding.   

Benefits of quantitative research  

• Objectivity: A key benefit of quantitative research approach, this objectivity reduces researcher bias and subjectivity, enhancing the reliability and validity of findings.   
• Generalizability: For quantitative research, the sample size must be large and representative enough to allow for generalization to broader populations.   
• Statistical analysis: Quantitative research enables rigorous statistical analysis (increasing power of the analysis), aiding hypothesis testing and finding patterns or relationship among variables.   
• Efficiency: Quantitative data collection and analysis is usually more efficient compared to the qualitative methods, especially when dealing with large datasets.   
• Clarity and Precision: The findings are usually clear and precise, making it easier to present them as graphs, tables, and figures to convey them to a larger audience.  

Limitations of quantitative research  

• Lacks depth and details: Due to its objective nature, quantitative research might lack the depth and richness of qualitative approaches, potentially overlooking important contextual factors or nuances.   
• Limited exploration: By not considering the subjective experiences of participants in depth , there’s a limited chance to study complex phenomenon in detail.   
• Potential oversimplification: Quantitative research may oversimplify complex phenomena by boiling them down to numbers, which might ignore key nuances.   
• Inflexibility: Quantitative research deals with predecided varibales and measures , which limits the ability of researchers to explore unexpected findings or adjust the research design as new findings become available .  
• Ethical consideration: Quantitative research may raise ethical concerns especially regarding privacy, informed consent, and the potential for harm, when dealing with sensitive topics or vulnerable populations.   

Frequently asked questions  

• What is the difference between qualitative and quantitative research? 

Quantitative methods use numerical data and statistical analysis for objective measurement and hypothesis testing, emphasizing generalizability. Qualitative methods gather non-numerical data to explore subjective experiences and contexts, providing rich, nuanced insights.  

• What are the types of qualitative research? 

Qualitative research methods include interviews, observations, focus groups, and case studies. They provide rich insights into participants’ perspectives and behaviors within their contexts, enabling exploration of complex phenomena.  

• What are the types of quantitative research? 

Quantitative research methods include surveys, experiments, observations, correlational studies, and longitudinal research. They gather numerical data for statistical analysis, aiming for objectivity and generalizability.  

• Can you give me examples for qualitative and quantitative research? 

Qualitative Research Example: 

Research Question: What are the experiences of parents with autistic children in accessing support services?  

Method: Conducting in-depth interviews with parents to explore their perspectives, challenges, and needs.  

Quantitative Research Example: 

Research Question: What is the correlation between sleep duration and academic performance in college students?  

Method: Distributing surveys to a large sample of college students to collect data on their sleep habits and academic performance, then analyzing the data statistically to determine any correlations.  

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A Practical Guide to Writing Quantitative and Qualitative Research Questions and Hypotheses in Scholarly Articles

Edward barroga.

1 Department of General Education, Graduate School of Nursing Science, St. Luke’s International University, Tokyo, Japan.

Glafera Janet Matanguihan

2 Department of Biological Sciences, Messiah University, Mechanicsburg, PA, USA.

The development of research questions and the subsequent hypotheses are prerequisites to defining the main research purpose and specific objectives of a study. Consequently, these objectives determine the study design and research outcome. The development of research questions is a process based on knowledge of current trends, cutting-edge studies, and technological advances in the research field. Excellent research questions are focused and require a comprehensive literature search and in-depth understanding of the problem being investigated. Initially, research questions may be written as descriptive questions which could be developed into inferential questions. These questions must be specific and concise to provide a clear foundation for developing hypotheses. Hypotheses are more formal predictions about the research outcomes. These specify the possible results that may or may not be expected regarding the relationship between groups. Thus, research questions and hypotheses clarify the main purpose and specific objectives of the study, which in turn dictate the design of the study, its direction, and outcome. Studies developed from good research questions and hypotheses will have trustworthy outcomes with wide-ranging social and health implications.

INTRODUCTION

Scientific research is usually initiated by posing evidenced-based research questions which are then explicitly restated as hypotheses. 1 , 2 The hypotheses provide directions to guide the study, solutions, explanations, and expected results. 3 , 4 Both research questions and hypotheses are essentially formulated based on conventional theories and real-world processes, which allow the inception of novel studies and the ethical testing of ideas. 5 , 6

It is crucial to have knowledge of both quantitative and qualitative research 2 as both types of research involve writing research questions and hypotheses. 7 However, these crucial elements of research are sometimes overlooked; if not overlooked, then framed without the forethought and meticulous attention it needs. Planning and careful consideration are needed when developing quantitative or qualitative research, particularly when conceptualizing research questions and hypotheses. 4

There is a continuing need to support researchers in the creation of innovative research questions and hypotheses, as well as for journal articles that carefully review these elements. 1 When research questions and hypotheses are not carefully thought of, unethical studies and poor outcomes usually ensue. Carefully formulated research questions and hypotheses define well-founded objectives, which in turn determine the appropriate design, course, and outcome of the study. This article then aims to discuss in detail the various aspects of crafting research questions and hypotheses, with the goal of guiding researchers as they develop their own. Examples from the authors and peer-reviewed scientific articles in the healthcare field are provided to illustrate key points.

DEFINITIONS AND RELATIONSHIP OF RESEARCH QUESTIONS AND HYPOTHESES

A research question is what a study aims to answer after data analysis and interpretation. The answer is written in length in the discussion section of the paper. Thus, the research question gives a preview of the different parts and variables of the study meant to address the problem posed in the research question. 1 An excellent research question clarifies the research writing while facilitating understanding of the research topic, objective, scope, and limitations of the study. 5

On the other hand, a research hypothesis is an educated statement of an expected outcome. This statement is based on background research and current knowledge. 8 , 9 The research hypothesis makes a specific prediction about a new phenomenon 10 or a formal statement on the expected relationship between an independent variable and a dependent variable. 3 , 11 It provides a tentative answer to the research question to be tested or explored. 4

Hypotheses employ reasoning to predict a theory-based outcome. 10 These can also be developed from theories by focusing on components of theories that have not yet been observed. 10 The validity of hypotheses is often based on the testability of the prediction made in a reproducible experiment. 8

Conversely, hypotheses can also be rephrased as research questions. Several hypotheses based on existing theories and knowledge may be needed to answer a research question. Developing ethical research questions and hypotheses creates a research design that has logical relationships among variables. These relationships serve as a solid foundation for the conduct of the study. 4 , 11 Haphazardly constructed research questions can result in poorly formulated hypotheses and improper study designs, leading to unreliable results. Thus, the formulations of relevant research questions and verifiable hypotheses are crucial when beginning research. 12

CHARACTERISTICS OF GOOD RESEARCH QUESTIONS AND HYPOTHESES

Excellent research questions are specific and focused. These integrate collective data and observations to confirm or refute the subsequent hypotheses. Well-constructed hypotheses are based on previous reports and verify the research context. These are realistic, in-depth, sufficiently complex, and reproducible. More importantly, these hypotheses can be addressed and tested. 13

There are several characteristics of well-developed hypotheses. Good hypotheses are 1) empirically testable 7 , 10 , 11 , 13 ; 2) backed by preliminary evidence 9 ; 3) testable by ethical research 7 , 9 ; 4) based on original ideas 9 ; 5) have evidenced-based logical reasoning 10 ; and 6) can be predicted. 11 Good hypotheses can infer ethical and positive implications, indicating the presence of a relationship or effect relevant to the research theme. 7 , 11 These are initially developed from a general theory and branch into specific hypotheses by deductive reasoning. In the absence of a theory to base the hypotheses, inductive reasoning based on specific observations or findings form more general hypotheses. 10

TYPES OF RESEARCH QUESTIONS AND HYPOTHESES

Research questions and hypotheses are developed according to the type of research, which can be broadly classified into quantitative and qualitative research. We provide a summary of the types of research questions and hypotheses under quantitative and qualitative research categories in Table 1 .

Research questions in quantitative research

In quantitative research, research questions inquire about the relationships among variables being investigated and are usually framed at the start of the study. These are precise and typically linked to the subject population, dependent and independent variables, and research design. 1 Research questions may also attempt to describe the behavior of a population in relation to one or more variables, or describe the characteristics of variables to be measured ( descriptive research questions ). 1 , 5 , 14 These questions may also aim to discover differences between groups within the context of an outcome variable ( comparative research questions ), 1 , 5 , 14 or elucidate trends and interactions among variables ( relationship research questions ). 1 , 5 We provide examples of descriptive, comparative, and relationship research questions in quantitative research in Table 2 .

Hypotheses in quantitative research

In quantitative research, hypotheses predict the expected relationships among variables. 15 Relationships among variables that can be predicted include 1) between a single dependent variable and a single independent variable ( simple hypothesis ) or 2) between two or more independent and dependent variables ( complex hypothesis ). 4 , 11 Hypotheses may also specify the expected direction to be followed and imply an intellectual commitment to a particular outcome ( directional hypothesis ) 4 . On the other hand, hypotheses may not predict the exact direction and are used in the absence of a theory, or when findings contradict previous studies ( non-directional hypothesis ). 4 In addition, hypotheses can 1) define interdependency between variables ( associative hypothesis ), 4 2) propose an effect on the dependent variable from manipulation of the independent variable ( causal hypothesis ), 4 3) state a negative relationship between two variables ( null hypothesis ), 4 , 11 , 15 4) replace the working hypothesis if rejected ( alternative hypothesis ), 15 explain the relationship of phenomena to possibly generate a theory ( working hypothesis ), 11 5) involve quantifiable variables that can be tested statistically ( statistical hypothesis ), 11 6) or express a relationship whose interlinks can be verified logically ( logical hypothesis ). 11 We provide examples of simple, complex, directional, non-directional, associative, causal, null, alternative, working, statistical, and logical hypotheses in quantitative research, as well as the definition of quantitative hypothesis-testing research in Table 3 .

Research questions in qualitative research

Unlike research questions in quantitative research, research questions in qualitative research are usually continuously reviewed and reformulated. The central question and associated subquestions are stated more than the hypotheses. 15 The central question broadly explores a complex set of factors surrounding the central phenomenon, aiming to present the varied perspectives of participants. 15

There are varied goals for which qualitative research questions are developed. These questions can function in several ways, such as to 1) identify and describe existing conditions ( contextual research question s); 2) describe a phenomenon ( descriptive research questions ); 3) assess the effectiveness of existing methods, protocols, theories, or procedures ( evaluation research questions ); 4) examine a phenomenon or analyze the reasons or relationships between subjects or phenomena ( explanatory research questions ); or 5) focus on unknown aspects of a particular topic ( exploratory research questions ). 5 In addition, some qualitative research questions provide new ideas for the development of theories and actions ( generative research questions ) or advance specific ideologies of a position ( ideological research questions ). 1 Other qualitative research questions may build on a body of existing literature and become working guidelines ( ethnographic research questions ). Research questions may also be broadly stated without specific reference to the existing literature or a typology of questions ( phenomenological research questions ), may be directed towards generating a theory of some process ( grounded theory questions ), or may address a description of the case and the emerging themes ( qualitative case study questions ). 15 We provide examples of contextual, descriptive, evaluation, explanatory, exploratory, generative, ideological, ethnographic, phenomenological, grounded theory, and qualitative case study research questions in qualitative research in Table 4 , and the definition of qualitative hypothesis-generating research in Table 5 .

Qualitative studies usually pose at least one central research question and several subquestions starting with How or What . These research questions use exploratory verbs such as explore or describe . These also focus on one central phenomenon of interest, and may mention the participants and research site. 15

Hypotheses in qualitative research

Hypotheses in qualitative research are stated in the form of a clear statement concerning the problem to be investigated. Unlike in quantitative research where hypotheses are usually developed to be tested, qualitative research can lead to both hypothesis-testing and hypothesis-generating outcomes. 2 When studies require both quantitative and qualitative research questions, this suggests an integrative process between both research methods wherein a single mixed-methods research question can be developed. 1

FRAMEWORKS FOR DEVELOPING RESEARCH QUESTIONS AND HYPOTHESES

Research questions followed by hypotheses should be developed before the start of the study. 1 , 12 , 14 It is crucial to develop feasible research questions on a topic that is interesting to both the researcher and the scientific community. This can be achieved by a meticulous review of previous and current studies to establish a novel topic. Specific areas are subsequently focused on to generate ethical research questions. The relevance of the research questions is evaluated in terms of clarity of the resulting data, specificity of the methodology, objectivity of the outcome, depth of the research, and impact of the study. 1 , 5 These aspects constitute the FINER criteria (i.e., Feasible, Interesting, Novel, Ethical, and Relevant). 1 Clarity and effectiveness are achieved if research questions meet the FINER criteria. In addition to the FINER criteria, Ratan et al. described focus, complexity, novelty, feasibility, and measurability for evaluating the effectiveness of research questions. 14

The PICOT and PEO frameworks are also used when developing research questions. 1 The following elements are addressed in these frameworks, PICOT: P-population/patients/problem, I-intervention or indicator being studied, C-comparison group, O-outcome of interest, and T-timeframe of the study; PEO: P-population being studied, E-exposure to preexisting conditions, and O-outcome of interest. 1 Research questions are also considered good if these meet the “FINERMAPS” framework: Feasible, Interesting, Novel, Ethical, Relevant, Manageable, Appropriate, Potential value/publishable, and Systematic. 14

As we indicated earlier, research questions and hypotheses that are not carefully formulated result in unethical studies or poor outcomes. To illustrate this, we provide some examples of ambiguous research question and hypotheses that result in unclear and weak research objectives in quantitative research ( Table 6 ) 16 and qualitative research ( Table 7 ) 17 , and how to transform these ambiguous research question(s) and hypothesis(es) into clear and good statements.

a These statements were composed for comparison and illustrative purposes only.

b These statements are direct quotes from Higashihara and Horiuchi. 16

a This statement is a direct quote from Shimoda et al. 17

The other statements were composed for comparison and illustrative purposes only.

CONSTRUCTING RESEARCH QUESTIONS AND HYPOTHESES

To construct effective research questions and hypotheses, it is very important to 1) clarify the background and 2) identify the research problem at the outset of the research, within a specific timeframe. 9 Then, 3) review or conduct preliminary research to collect all available knowledge about the possible research questions by studying theories and previous studies. 18 Afterwards, 4) construct research questions to investigate the research problem. Identify variables to be accessed from the research questions 4 and make operational definitions of constructs from the research problem and questions. Thereafter, 5) construct specific deductive or inductive predictions in the form of hypotheses. 4 Finally, 6) state the study aims . This general flow for constructing effective research questions and hypotheses prior to conducting research is shown in Fig. 1 .

Research questions are used more frequently in qualitative research than objectives or hypotheses. 3 These questions seek to discover, understand, explore or describe experiences by asking “What” or “How.” The questions are open-ended to elicit a description rather than to relate variables or compare groups. The questions are continually reviewed, reformulated, and changed during the qualitative study. 3 Research questions are also used more frequently in survey projects than hypotheses in experiments in quantitative research to compare variables and their relationships.

Hypotheses are constructed based on the variables identified and as an if-then statement, following the template, ‘If a specific action is taken, then a certain outcome is expected.’ At this stage, some ideas regarding expectations from the research to be conducted must be drawn. 18 Then, the variables to be manipulated (independent) and influenced (dependent) are defined. 4 Thereafter, the hypothesis is stated and refined, and reproducible data tailored to the hypothesis are identified, collected, and analyzed. 4 The hypotheses must be testable and specific, 18 and should describe the variables and their relationships, the specific group being studied, and the predicted research outcome. 18 Hypotheses construction involves a testable proposition to be deduced from theory, and independent and dependent variables to be separated and measured separately. 3 Therefore, good hypotheses must be based on good research questions constructed at the start of a study or trial. 12

In summary, research questions are constructed after establishing the background of the study. Hypotheses are then developed based on the research questions. Thus, it is crucial to have excellent research questions to generate superior hypotheses. In turn, these would determine the research objectives and the design of the study, and ultimately, the outcome of the research. 12 Algorithms for building research questions and hypotheses are shown in Fig. 2 for quantitative research and in Fig. 3 for qualitative research.

EXAMPLES OF RESEARCH QUESTIONS FROM PUBLISHED ARTICLES

• EXAMPLE 1. Descriptive research question (quantitative research)
• - Presents research variables to be assessed (distinct phenotypes and subphenotypes)
• “BACKGROUND: Since COVID-19 was identified, its clinical and biological heterogeneity has been recognized. Identifying COVID-19 phenotypes might help guide basic, clinical, and translational research efforts.
• RESEARCH QUESTION: Does the clinical spectrum of patients with COVID-19 contain distinct phenotypes and subphenotypes? ” 19
• EXAMPLE 2. Relationship research question (quantitative research)
• - Shows interactions between dependent variable (static postural control) and independent variable (peripheral visual field loss)
• “Background: Integration of visual, vestibular, and proprioceptive sensations contributes to postural control. People with peripheral visual field loss have serious postural instability. However, the directional specificity of postural stability and sensory reweighting caused by gradual peripheral visual field loss remain unclear.
• Research question: What are the effects of peripheral visual field loss on static postural control ?” 20
• EXAMPLE 3. Comparative research question (quantitative research)
• - Clarifies the difference among groups with an outcome variable (patients enrolled in COMPERA with moderate PH or severe PH in COPD) and another group without the outcome variable (patients with idiopathic pulmonary arterial hypertension (IPAH))
• “BACKGROUND: Pulmonary hypertension (PH) in COPD is a poorly investigated clinical condition.
• RESEARCH QUESTION: Which factors determine the outcome of PH in COPD?
• STUDY DESIGN AND METHODS: We analyzed the characteristics and outcome of patients enrolled in the Comparative, Prospective Registry of Newly Initiated Therapies for Pulmonary Hypertension (COMPERA) with moderate or severe PH in COPD as defined during the 6th PH World Symposium who received medical therapy for PH and compared them with patients with idiopathic pulmonary arterial hypertension (IPAH) .” 21
• EXAMPLE 4. Exploratory research question (qualitative research)
• - Explores areas that have not been fully investigated (perspectives of families and children who receive care in clinic-based child obesity treatment) to have a deeper understanding of the research problem
• “Problem: Interventions for children with obesity lead to only modest improvements in BMI and long-term outcomes, and data are limited on the perspectives of families of children with obesity in clinic-based treatment. This scoping review seeks to answer the question: What is known about the perspectives of families and children who receive care in clinic-based child obesity treatment? This review aims to explore the scope of perspectives reported by families of children with obesity who have received individualized outpatient clinic-based obesity treatment.” 22
• EXAMPLE 5. Relationship research question (quantitative research)
• - Defines interactions between dependent variable (use of ankle strategies) and independent variable (changes in muscle tone)
• “Background: To maintain an upright standing posture against external disturbances, the human body mainly employs two types of postural control strategies: “ankle strategy” and “hip strategy.” While it has been reported that the magnitude of the disturbance alters the use of postural control strategies, it has not been elucidated how the level of muscle tone, one of the crucial parameters of bodily function, determines the use of each strategy. We have previously confirmed using forward dynamics simulations of human musculoskeletal models that an increased muscle tone promotes the use of ankle strategies. The objective of the present study was to experimentally evaluate a hypothesis: an increased muscle tone promotes the use of ankle strategies. Research question: Do changes in the muscle tone affect the use of ankle strategies ?” 23

EXAMPLES OF HYPOTHESES IN PUBLISHED ARTICLES

• EXAMPLE 1. Working hypothesis (quantitative research)
• - A hypothesis that is initially accepted for further research to produce a feasible theory
• “As fever may have benefit in shortening the duration of viral illness, it is plausible to hypothesize that the antipyretic efficacy of ibuprofen may be hindering the benefits of a fever response when taken during the early stages of COVID-19 illness .” 24
• “In conclusion, it is plausible to hypothesize that the antipyretic efficacy of ibuprofen may be hindering the benefits of a fever response . The difference in perceived safety of these agents in COVID-19 illness could be related to the more potent efficacy to reduce fever with ibuprofen compared to acetaminophen. Compelling data on the benefit of fever warrant further research and review to determine when to treat or withhold ibuprofen for early stage fever for COVID-19 and other related viral illnesses .” 24
• EXAMPLE 2. Exploratory hypothesis (qualitative research)
• - Explores particular areas deeper to clarify subjective experience and develop a formal hypothesis potentially testable in a future quantitative approach
• “We hypothesized that when thinking about a past experience of help-seeking, a self distancing prompt would cause increased help-seeking intentions and more favorable help-seeking outcome expectations .” 25
• “Conclusion
• Although a priori hypotheses were not supported, further research is warranted as results indicate the potential for using self-distancing approaches to increasing help-seeking among some people with depressive symptomatology.” 25
• EXAMPLE 3. Hypothesis-generating research to establish a framework for hypothesis testing (qualitative research)
• “We hypothesize that compassionate care is beneficial for patients (better outcomes), healthcare systems and payers (lower costs), and healthcare providers (lower burnout). ” 26
• Compassionomics is the branch of knowledge and scientific study of the effects of compassionate healthcare. Our main hypotheses are that compassionate healthcare is beneficial for (1) patients, by improving clinical outcomes, (2) healthcare systems and payers, by supporting financial sustainability, and (3) HCPs, by lowering burnout and promoting resilience and well-being. The purpose of this paper is to establish a scientific framework for testing the hypotheses above . If these hypotheses are confirmed through rigorous research, compassionomics will belong in the science of evidence-based medicine, with major implications for all healthcare domains.” 26
• EXAMPLE 4. Statistical hypothesis (quantitative research)
• - An assumption is made about the relationship among several population characteristics ( gender differences in sociodemographic and clinical characteristics of adults with ADHD ). Validity is tested by statistical experiment or analysis ( chi-square test, Students t-test, and logistic regression analysis)
• “Our research investigated gender differences in sociodemographic and clinical characteristics of adults with ADHD in a Japanese clinical sample. Due to unique Japanese cultural ideals and expectations of women's behavior that are in opposition to ADHD symptoms, we hypothesized that women with ADHD experience more difficulties and present more dysfunctions than men . We tested the following hypotheses: first, women with ADHD have more comorbidities than men with ADHD; second, women with ADHD experience more social hardships than men, such as having less full-time employment and being more likely to be divorced.” 27
• “Statistical Analysis
• ( text omitted ) Between-gender comparisons were made using the chi-squared test for categorical variables and Students t-test for continuous variables…( text omitted ). A logistic regression analysis was performed for employment status, marital status, and comorbidity to evaluate the independent effects of gender on these dependent variables.” 27

EXAMPLES OF HYPOTHESIS AS WRITTEN IN PUBLISHED ARTICLES IN RELATION TO OTHER PARTS

• EXAMPLE 1. Background, hypotheses, and aims are provided
• “Pregnant women need skilled care during pregnancy and childbirth, but that skilled care is often delayed in some countries …( text omitted ). The focused antenatal care (FANC) model of WHO recommends that nurses provide information or counseling to all pregnant women …( text omitted ). Job aids are visual support materials that provide the right kind of information using graphics and words in a simple and yet effective manner. When nurses are not highly trained or have many work details to attend to, these job aids can serve as a content reminder for the nurses and can be used for educating their patients (Jennings, Yebadokpo, Affo, & Agbogbe, 2010) ( text omitted ). Importantly, additional evidence is needed to confirm how job aids can further improve the quality of ANC counseling by health workers in maternal care …( text omitted )” 28
• “ This has led us to hypothesize that the quality of ANC counseling would be better if supported by job aids. Consequently, a better quality of ANC counseling is expected to produce higher levels of awareness concerning the danger signs of pregnancy and a more favorable impression of the caring behavior of nurses .” 28
• “This study aimed to examine the differences in the responses of pregnant women to a job aid-supported intervention during ANC visit in terms of 1) their understanding of the danger signs of pregnancy and 2) their impression of the caring behaviors of nurses to pregnant women in rural Tanzania.” 28
• EXAMPLE 2. Background, hypotheses, and aims are provided
• “We conducted a two-arm randomized controlled trial (RCT) to evaluate and compare changes in salivary cortisol and oxytocin levels of first-time pregnant women between experimental and control groups. The women in the experimental group touched and held an infant for 30 min (experimental intervention protocol), whereas those in the control group watched a DVD movie of an infant (control intervention protocol). The primary outcome was salivary cortisol level and the secondary outcome was salivary oxytocin level.” 29
• “ We hypothesize that at 30 min after touching and holding an infant, the salivary cortisol level will significantly decrease and the salivary oxytocin level will increase in the experimental group compared with the control group .” 29
• EXAMPLE 3. Background, aim, and hypothesis are provided
• “In countries where the maternal mortality ratio remains high, antenatal education to increase Birth Preparedness and Complication Readiness (BPCR) is considered one of the top priorities [1]. BPCR includes birth plans during the antenatal period, such as the birthplace, birth attendant, transportation, health facility for complications, expenses, and birth materials, as well as family coordination to achieve such birth plans. In Tanzania, although increasing, only about half of all pregnant women attend an antenatal clinic more than four times [4]. Moreover, the information provided during antenatal care (ANC) is insufficient. In the resource-poor settings, antenatal group education is a potential approach because of the limited time for individual counseling at antenatal clinics.” 30
• “This study aimed to evaluate an antenatal group education program among pregnant women and their families with respect to birth-preparedness and maternal and infant outcomes in rural villages of Tanzania.” 30
• “ The study hypothesis was if Tanzanian pregnant women and their families received a family-oriented antenatal group education, they would (1) have a higher level of BPCR, (2) attend antenatal clinic four or more times, (3) give birth in a health facility, (4) have less complications of women at birth, and (5) have less complications and deaths of infants than those who did not receive the education .” 30

Research questions and hypotheses are crucial components to any type of research, whether quantitative or qualitative. These questions should be developed at the very beginning of the study. Excellent research questions lead to superior hypotheses, which, like a compass, set the direction of research, and can often determine the successful conduct of the study. Many research studies have floundered because the development of research questions and subsequent hypotheses was not given the thought and meticulous attention needed. The development of research questions and hypotheses is an iterative process based on extensive knowledge of the literature and insightful grasp of the knowledge gap. Focused, concise, and specific research questions provide a strong foundation for constructing hypotheses which serve as formal predictions about the research outcomes. Research questions and hypotheses are crucial elements of research that should not be overlooked. They should be carefully thought of and constructed when planning research. This avoids unethical studies and poor outcomes by defining well-founded objectives that determine the design, course, and outcome of the study.

Disclosure: The authors have no potential conflicts of interest to disclose.

Author Contributions:

• Conceptualization: Barroga E, Matanguihan GJ.
• Methodology: Barroga E, Matanguihan GJ.
• Writing - original draft: Barroga E, Matanguihan GJ.
• Writing - review & editing: Barroga E, Matanguihan GJ.

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• Qualitative vs Quantitative Research | Examples & Methods

Qualitative vs Quantitative Research | Examples & Methods

Published on 4 April 2022 by Raimo Streefkerk . Revised on 8 May 2023.

When collecting and analysing data, quantitative research deals with numbers and statistics, while qualitative research  deals with words and meanings. Both are important for gaining different kinds of knowledge.

Common quantitative methods include experiments, observations recorded as numbers, and surveys with closed-ended questions. Qualitative research Qualitative research is expressed in words . It is used to understand concepts, thoughts or experiences. This type of research enables you to gather in-depth insights on topics that are not well understood.

Table of contents

The differences between quantitative and qualitative research, data collection methods, when to use qualitative vs quantitative research, how to analyse qualitative and quantitative data, frequently asked questions about qualitative and quantitative research.

Quantitative and qualitative research use different research methods to collect and analyse data, and they allow you to answer different kinds of research questions.

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Quantitative and qualitative data can be collected using various methods. It is important to use a data collection method that will help answer your research question(s).

Many data collection methods can be either qualitative or quantitative. For example, in surveys, observations or case studies , your data can be represented as numbers (e.g. using rating scales or counting frequencies) or as words (e.g. with open-ended questions or descriptions of what you observe).

However, some methods are more commonly used in one type or the other.

Quantitative data collection methods

• Surveys :  List of closed or multiple choice questions that is distributed to a sample (online, in person, or over the phone).
• Experiments : Situation in which variables are controlled and manipulated to establish cause-and-effect relationships.
• Observations: Observing subjects in a natural environment where variables can’t be controlled.

Qualitative data collection methods

• Interviews : Asking open-ended questions verbally to respondents.
• Focus groups: Discussion among a group of people about a topic to gather opinions that can be used for further research.
• Ethnography : Participating in a community or organisation for an extended period of time to closely observe culture and behavior.
• Literature review : Survey of published works by other authors.

A rule of thumb for deciding whether to use qualitative or quantitative data is:

• Use quantitative research if you want to confirm or test something (a theory or hypothesis)
• Use qualitative research if you want to understand something (concepts, thoughts, experiences)

For most research topics you can choose a qualitative, quantitative or mixed methods approach . Which type you choose depends on, among other things, whether you’re taking an inductive vs deductive research approach ; your research question(s) ; whether you’re doing experimental , correlational , or descriptive research ; and practical considerations such as time, money, availability of data, and access to respondents.

Quantitative research approach

You survey 300 students at your university and ask them questions such as: ‘on a scale from 1-5, how satisfied are your with your professors?’

You can perform statistical analysis on the data and draw conclusions such as: ‘on average students rated their professors 4.4’.

Qualitative research approach

You conduct in-depth interviews with 15 students and ask them open-ended questions such as: ‘How satisfied are you with your studies?’, ‘What is the most positive aspect of your study program?’ and ‘What can be done to improve the study program?’

Based on the answers you get you can ask follow-up questions to clarify things. You transcribe all interviews using transcription software and try to find commonalities and patterns.

Mixed methods approach

You conduct interviews to find out how satisfied students are with their studies. Through open-ended questions you learn things you never thought about before and gain new insights. Later, you use a survey to test these insights on a larger scale.

It’s also possible to start with a survey to find out the overall trends, followed by interviews to better understand the reasons behind the trends.

Qualitative or quantitative data by itself can’t prove or demonstrate anything, but has to be analysed to show its meaning in relation to the research questions. The method of analysis differs for each type of data.

Analysing quantitative data

Quantitative data is based on numbers. Simple maths or more advanced statistical analysis is used to discover commonalities or patterns in the data. The results are often reported in graphs and tables.

Applications such as Excel, SPSS, or R can be used to calculate things like:

• Average scores
• The number of times a particular answer was given
• The correlation or causation between two or more variables
• The reliability and validity of the results

Analysing qualitative data

Qualitative data is more difficult to analyse than quantitative data. It consists of text, images or videos instead of numbers.

Some common approaches to analysing qualitative data include:

• Qualitative content analysis : Tracking the occurrence, position and meaning of words or phrases
• Thematic analysis : Closely examining the data to identify the main themes and patterns
• Discourse analysis : Studying how communication works in social contexts

Quantitative research deals with numbers and statistics, while qualitative research deals with words and meanings.

Quantitative methods allow you to test a hypothesis by systematically collecting and analysing data, while qualitative methods allow you to explore ideas and experiences in depth.

In mixed methods research , you use both qualitative and quantitative data collection and analysis methods to answer your research question .

The research methods you use depend on the type of data you need to answer your research question .

• If you want to measure something or test a hypothesis , use quantitative methods . If you want to explore ideas, thoughts, and meanings, use qualitative methods .
• If you want to analyse a large amount of readily available data, use secondary data. If you want data specific to your purposes with control over how they are generated, collect primary data.
• If you want to establish cause-and-effect relationships between variables , use experimental methods. If you want to understand the characteristics of a research subject, use descriptive methods.

Data collection is the systematic process by which observations or measurements are gathered in research. It is used in many different contexts by academics, governments, businesses, and other organisations.

There are various approaches to qualitative data analysis , but they all share five steps in common:

• Prepare and organise your data.
• Review and explore your data.
• Develop a data coding system.
• Assign codes to the data.
• Identify recurring themes.

The specifics of each step depend on the focus of the analysis. Some common approaches include textual analysis , thematic analysis , and discourse analysis .

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Qualitative vs Quantitative Research: Differences and Examples

Understanding the differences between qualitative vs quantitative research is essential when conducting a research project, as both methods underpin the two key approaches in conducting a study.

In recent blogs, we elaborately discussed quantitative and qualitative research methods b ut what is the difference between the two? Which one is the best? Let’s find out.

Qualitative Research In a nutshell

Qualitative research is a research methodology where “quality” or opinion based research is conducted to derive research conclusions. This type of research is often conversational in nature rather than being quantifiable through empirical research and measurements.

Qualitative research: Methods & Characteristics

1. Conversation : A conversation takes place between the researcher and the respondent. This can be in the form of focus groups , in-depth interviews using telephonic / video / face-to-face conversations.

However, with the rise of online platforms, a bulk of steps in qualitative research involves creating and maintaining online community portals for a more quantifiable and recordable qualitative study.

LEARN ABOUT: Qualitative Interview

2. Conclusions : Research conclusions are subjective in nature when conducting qualitative research. The researcher may derive conclusions based on in-depth analysis of respondent attitude, reason behind responses and understanding of psychological motivations.

Quantitative Research In a nutshell

Quantitative research is a research methodology which uses questions and questionnaires to gather quantifiable data and perform statistical analysis to derive meaningful research conclusions.

Quantitative research: Methods & Characteristics

1. Questions : Quantitative research method uses surveys and polls to gather information on a given subject. There are a variety of question types used based on a nature of the research study.

For Example: If you want to conduct a customer satisfaction quantitative research, the Net Promoter Score is one of the critically acclaimed survey questions for this purpose.

2. Distribution : Quantitative research uses email surveys as the primary mode of gathering responses to questions. Alternatively, technology has given rise to offline distribution methods for relatively remote locations using offline mobile data capture apps. For social sciences and psychological quantitative research, social media surveys are also used to gather data.

3. Statistical Analysis : Quantitative research uses a wide range of data analysis techniques such as Conjoint Analysis , Cross Tabulation and Trend Analysis .

Qualitative vs Quantitative Research

Now let’s compare the qualitative and quantitative research methods in different aspects so that you can choose the right one in your next investigation.:

1. Objective and flow of research

Quantitative research is used in data-oriented research where the objective of research design is to derive “measurable empirical evidence” based on fixed and pre-determined questions. The flow of research, is therefore, decided before the research is conducted.

Where as, qualitative research is used where the objective is research is to keep probing the respondents based on previous answers under the complete discretion of the interviewer. The flow of research is not determined and the researcher / interviewer has the liberty to frame and ask new questions.

2. Respondent sample size

Respondents or sample of a particular panel is much larger for quantitative research such that enough verifiable information is gather to reach a conclusion without opinion bias. In large scale quantitative research, sample size can be in thousands.

Where as, qualitative research inherently uses less sample size because a large sample size makes it difficult of the research to probe respondents. For instance, a typical political focus group study evaluating election candidates involves no more than 5-10 panelists.

3. Information gathering

Quantitative research uses information gathering methods that can be quantified and processed for statistical analysis techniques. Simply put – quantitative research is heavily dependent on “numbers”, data and stats.

LEARN ABOUT: Research Process Steps

Where as, qualitative research uses conversational methods to gather relevant information on a given subject.

4. Post-research response analysis and conclusions

Quantitative research uses a variety of statistical analysis methods to derive quantifiable research conclusions. These are based on mathematical processes applied on the gather data.

Where as, qualitative researc h depends on the interviewer to derive research conclusions based on qualitative conversations held with the respondents. This conclusion is effectively subjective in nature. This is why quantitative research recordings are often reviewed by senior researchers before the final research conclusion is drawn.

Differences between qualitative vs quantitative research

We hope that this information helps you choose your next research method and achieve your goals.

If you want to carry out any qualitative or qualitative research questions , ask about the tools that QuestionPro has available to help you with the qualitative data collection of the data you need. We have functions for all types of research!.

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Qualitative vs. Quantitative Research: Comparing the Methods and Strategies for Education Research

No matter the field of study, all research can be divided into two distinct methodologies: qualitative and quantitative research. Both methodologies offer education researchers important insights.

Education research assesses problems in policy, practices, and curriculum design, and it helps administrators identify solutions. Researchers can conduct small-scale studies to learn more about topics related to instruction or larger-scale ones to gain insight into school systems and investigate how to improve student outcomes.

Education research often relies on the quantitative methodology. Quantitative research in education provides numerical data that can prove or disprove a theory, and administrators can easily share the number-based results with other schools and districts. And while the research may speak to a relatively small sample size, educators and researchers can scale the results from quantifiable data to predict outcomes in larger student populations and groups.

Qualitative vs. Quantitative Research in Education: Definitions

Although there are many overlaps in the objectives of qualitative and quantitative research in education, researchers must understand the fundamental functions of each methodology in order to design and carry out an impactful research study. In addition, they must understand the differences that set qualitative and quantitative research apart in order to determine which methodology is better suited to specific education research topics.

Generate Hypotheses with Qualitative Research

Qualitative research focuses on thoughts, concepts, or experiences. The data collected often comes in narrative form and concentrates on unearthing insights that can lead to testable hypotheses. Educators use qualitative research in a study’s exploratory stages to uncover patterns or new angles.

Form Strong Conclusions with Quantitative Research

Quantitative research in education and other fields of inquiry is expressed in numbers and measurements. This type of research aims to find data to confirm or test a hypothesis.

Differences in Data Collection Methods

Keeping in mind the main distinction in qualitative vs. quantitative research—gathering descriptive information as opposed to numerical data—it stands to reason that there are different ways to acquire data for each research methodology. While certain approaches do overlap, the way researchers apply these collection techniques depends on their goal.

Interviews, for example, are common in both modes of research. An interview with students that features open-ended questions intended to reveal ideas and beliefs around attendance will provide qualitative data. This data may reveal a problem among students, such as a lack of access to transportation, that schools can help address.

An interview can also include questions posed to receive numerical answers. A case in point: how many days a week do students have trouble getting to school, and of those days, how often is a transportation-related issue the cause? In this example, qualitative and quantitative methodologies can lead to similar conclusions, but the research will differ in intent, design, and form.

Taking a look at behavioral observation, another common method used for both qualitative and quantitative research, qualitative data may consider a variety of factors, such as facial expressions, verbal responses, and body language.

On the other hand, a quantitative approach will create a coding scheme for certain predetermined behaviors and observe these in a quantifiable manner.

Qualitative Research Methods

• Case Studies : Researchers conduct in-depth investigations into an individual, group, event, or community, typically gathering data through observation and interviews.
• Focus Groups : A moderator (or researcher) guides conversation around a specific topic among a group of participants.
• Ethnography : Researchers interact with and observe a specific societal or ethnic group in their real-life environment.
• Interviews : Researchers ask participants questions to learn about their perspectives on a particular subject.

Quantitative Research Methods

• Questionnaires and Surveys : Participants receive a list of questions, either closed-ended or multiple choice, which are directed around a particular topic.
• Experiments : Researchers control and test variables to demonstrate cause-and-effect relationships.
• Observations : Researchers look at quantifiable patterns and behavior.
• Structured Interviews : Using a predetermined structure, researchers ask participants a fixed set of questions to acquire numerical data.

Choosing a Research Strategy

When choosing which research strategy to employ for a project or study, a number of considerations apply. One key piece of information to help determine whether to use a qualitative vs. quantitative research method is which phase of development the study is in.

For example, if a project is in its early stages and requires more research to find a testable hypothesis, qualitative research methods might prove most helpful. On the other hand, if the research team has already established a hypothesis or theory, quantitative research methods will provide data that can validate the theory or refine it for further testing.

It’s also important to understand a project’s research goals. For instance, do researchers aim to produce findings that reveal how to best encourage student engagement in math? Or is the goal to determine how many students are passing geometry? These two scenarios require distinct sets of data, which will determine the best methodology to employ.

In some situations, studies will benefit from a mixed-methods approach. Using the goals in the above example, one set of data could find the percentage of students passing geometry, which would be quantitative. The research team could also lead a focus group with the students achieving success to discuss which techniques and teaching practices they find most helpful, which would produce qualitative data.

Learn How to Put Education Research into Action

Those with an interest in learning how to harness research to develop innovative ideas to improve education systems may want to consider pursuing a doctoral degree. American University’s School of Education online offers a Doctor of Education (EdD) in Education Policy and Leadership that prepares future educators, school administrators, and other education professionals to become leaders who effect positive changes in schools. Courses such as Applied Research Methods I: Enacting Critical Research provides students with the techniques and research skills needed to begin conducting research exploring new ways to enhance education. Learn more about American’ University’s EdD in Education Policy and Leadership .

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EdD vs. PhD in Education: Requirements, Career Outlook, and Salary

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American University, EdD in Education Policy and Leadership

Edutopia, “2019 Education Research Highlights”

Formplus, “Qualitative vs. Quantitative Data: 15 Key Differences and Similarities”

iMotion, “Qualitative vs. Quantitative Research: What Is What?”

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Simply Psychology, “What’s the Difference Between Quantitative and Qualitative Research?”

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What Is Qualitative vs. Quantitative Study?

Qualitative research focuses on understanding phenomena through detailed, narrative data. It explores the “how” and “why” of human behavior, using methods like interviews, observations, and content analysis. In contrast, quantitative research is numeric and objective, aiming to quantify variables and analyze statistical relationships. It addresses the “when” and “where,” utilizing tools like surveys, experiments, and statistical models to collect and analyze numerical data.

In This Article:

What is qualitative research, what is quantitative research.

• How Do Qualitative and Quantitative Research Differ?

What’s the Difference Between a Qualitative and Quantitative Study?

Analyzing qualitative and quantitative data, when to use qualitative or quantitative research, develop your research skills at national university.

Qualitative and quantitative data are broad categories covering many research approaches and methods. While both share the primary aim of knowledge acquisition, quantitative research is numeric and objective, seeking to answer questions like when or where. On the other hand, qualitative research is concerned with subjective phenomena that can’t be numerically measured, like how different people experience grief.

Having a firm grounding in qualitative and quantitative research methodologies will become especially important once you begin work on your dissertation or thesis toward the end of your academic program. At that point, you’ll need to decide which approach best aligns with your research question, a process that involves working closely with your Dissertation Chair.

Keep reading to learn more about the difference between quantitative vs. qualitative research, including what research techniques they involve, how they approach the task of data analysis, and some strengths — and limitations — of each approach. We’ll also briefly examine mixed-method research, which incorporates elements of both methodologies.

Qualitative research differs from quantitative research in its objectives, techniques, and design. Qualitative research aims to gain insights into phenomena, groups, or experiences that cannot be objectively measured or quantified using mathematics. Instead of seeking to uncover precise answers or statistics in a controlled environment like quantitative research, qualitative research is more exploratory, drawing upon data sources such as photographs, journal entries, video footage, and interviews.

These features stand in stark contrast to quantitative research, as we’ll see throughout the remainder of this article.

Quantitative research tackles questions from different angles compared to qualitative research. Instead of probing for subjective meaning by asking exploratory “how?” and “why?” questions, quantitative research provides precise causal explanations that can be measured and communicated mathematically. While qualitative researchers might visit subjects in their homes or otherwise in the field, quantitative research is usually conducted in a controlled environment. Instead of gaining insight or understanding into a subjective, context-dependent issue, as is the case with qualitative research, the goal is instead to obtain objective information, such as determining the best time to undergo a specific medical procedure.

How Does Qualitative and Quantitative Research Differ?

How are the approaches of quantitative and qualitative research different?

In qualitative studies, data is usually gathered in the field from smaller sample sizes, which means researchers might personally visit participants in their own homes or other environments. Once the research is completed, the researcher must evaluate and make sense of the data in its context, looking for trends or patterns from which new theories, concepts, narratives, or hypotheses can be generated.

Quantitative research is typically carried out via tools (such as questionnaires) instead of by people (such as a researcher asking interview questions). Another significant difference is that, in qualitative studies, researchers must interpret the data to build hypotheses. In a quantitative analysis, the researcher sets out to test a hypothesis.

Both qualitative and quantitative studies are subject to rigorous quality standards. However, the research techniques utilized in each type of study differ, as do the questions and issues they hope to address or resolve. In quantitative studies, researchers tend to follow more rigid structures to test the links or relationships between different variables, ideally based on a random sample. On the other hand, in a qualitative study, not only are the samples typically smaller and narrower (such as using convenience samples), the study’s design is generally more flexible and less structured to accommodate the open-ended nature of the research.

Below are a few examples of qualitative and quantitative research techniques to help illustrate these differences further.

Sources of Quantitative Research

Some example methods of quantitative research methods or sources include, but are not limited to, the following:

• Conducting polls, surveys, and experiments
• Compiling databases of records and information
• Observing the topic of the research, such as a specific reaction
• Performing a meta-analysis, which involves analyzing multiple prior studies in order to identify statistical trends or patterns
• Supplying online or paper questionnaires to participants

The following section will cover some examples of qualitative research methods for comparison, followed by an overview of mixed research methods that blend components of both approaches.

Sources of Qualitative Research

Researchers can use numerous qualitative methods to explore a topic or gain insight into an issue. Some sources of, or approaches to, qualitative research include the following examples:

• Conducting ethnographic studies, which are studies that seek to explore different phenomena through a cultural or group-specific lens
• Conducting focus groups
• Examining various types of records, including but not limited to diary entries, personal letters, official documents, medical or hospital records, photographs, video or audio recordings, and even minutes from meetings
• Holding one-on-one interviews
• Obtaining personal accounts and recollections of events or experiences

Examples of Research Questions Best Suited for Qualitative vs. Quantitative Methods

Qualitative research questions:.

• How do patients experience the process of recovering from surgery?
• Why do some employees feel more motivated in remote work environments?
• What are the cultural influences on dietary habits among teenagers?

Quantitative Research Questions:

• What is the average recovery time for patients after surgery?
• How does remote work impact employee productivity levels?
• What percentage of teenagers adhere to recommended dietary guidelines?

These examples illustrate how qualitative research delves into the depth and context of human experiences, while quantitative research focuses on measurable data and statistical analysis.

Mixed Methods Research

In addition to the purely qualitative and quantitative research methods outlined above, such as conducting focus groups or performing meta-analyses, it’s also possible to take a hybrid approach that merges qualitative and quantitative research aspects. According to an article published by LinkedIn , “Mixed methods research avoids many [of the] criticisms” that have historically been directed at qualitative and quantitative research, such as the former’s vulnerability to bias, by “canceling the effects of one methodology by including the other methodology.” In other words, this mixed approach provides the best of both worlds. “Mixed methods research also triangulates results that offer higher validity and reliability.”

If you’re enrolled as a National University student, you can watch a video introduction to mixed-method research by logging in with your student ID. Our resource library also covers qualitative and quantitative research methodologies and a video breakdown of when to use which approach.

When it comes to quantitative and qualitative research, methods of collecting data differ, as do the methods of organizing and analyzing it. So what are some best practices for analyzing qualitative and quantitative data sets, and how do they call for different approaches by researchers?

How to Analyze Qualitative Data

Below is a step-by-step overview of how to analyze qualitative data.

• Make sure all of your data is finished being compiled before you begin any analysis.
• Organize and connect your data for consistency using computer-assisted qualitative data analysis software (CAQDAS).
• Code your data, which can be partially automated using a feedback analytics platform.
• Start digging deep into analysis, potentially using augmented intelligence to get more accurate results.
• Report on your findings, ideally using engaging aids to help tell the story.

How to Analyze Quantitative Data

There are numerous approaches to analyzing quantitative data. Some examples include cross-tabulation, conjoint analysis, gap analysis, trend analysis, and SWOT analysis, which refers to Strengths, Weaknesses, Opportunities, and Threats.

Whichever system or systems you use, there are specific steps you should take to ensure that you’ve organized your data and analyzed it as accurately as possible. Here’s a brief four-step overview.

• Connect measurement scales to study variables, which helps ensure that your data will be organized in the appropriate order before you proceed.
• Link data with descriptive statistics, such as mean, median, mode, or frequency.
• Determine what measurement scale you’ll use for your analysis.
• Organize the data into tables and conduct an analysis using methods like cross-tabulation or Total Unduplicated Reach and Frequency (TURF) analysis.

Simply knowing the difference between quantitative and qualitative research isn’t enough — you also need an understanding of when each approach should be used and under what circumstances. For that, you’ll need to consider all of the comparisons we’ve made throughout this article and weigh some potential pros and cons of each methodology.

Pros and Cons of Qualitative Research

Qualitative research has numerous strengths, but the research methodology is only more appropriate for some projects or dissertations. Here are some strengths and weaknesses of qualitative research to help guide your decision:

• Pro — More flex room for creativity and interpretation of results
• Pro — Greater freedom to utilize different research techniques as the study evolves
• Con — Potentially more vulnerable to bias due to their subjective nature
• Con — Sample sizes tend to be smaller and non-randomized

Pros and Cons of Quantitative Research

Quantitative research also comes with drawbacks and benefits, depending on what information you aim to uncover. Here are a few pros and cons to consider when designing your study.

• Pro — Large, random samples help ensure that the broader population is more realistically reflected
• Pro — Specific, precise results can be easily communicated using numbers
• Con — Data can suffer from a lack of context or personal detail around participant answers
• Con — Numerous participants are needed, driving up costs while posing logistical challenges

If you dream of making a scientific breakthrough and contributing new knowledge that revolutionizes your field, you’ll need a strong foundation in research, from how it’s conducted and analyzed to a clear understanding of professional ethics and standards. By pursuing your degree at National University, you build stronger research skills and countless other in-demand job skills.

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Qualitative vs. quantitative research - what’s the difference?

What is quantitative research?

What is quantitative research used for, how to collect data for quantitative research, what is qualitative research, what is qualitative research used for, how to collect data for qualitative research, when to use which approach, how to analyze qualitative and quantitative research, analyzing quantitative data, analyzing qualitative data, differences between qualitative and quantitative research, frequently asked questions about qualitative vs. quantitative research, related articles.

Both qualitative and quantitative research are valid and effective approaches to study a particular subject. However, it is important to know that these research approaches serve different purposes and provide different results. This guide will help illustrate quantitative and qualitative research, what they are used for, and the difference between them.

Quantitative research focuses on collecting numerical data and using it to measure variables. As such, quantitative research and data are typically expressed in numbers and graphs. Moreover, this type of research is structured and statistical and the returned results are objective.

The simplest way to describe quantitative research is that it answers the questions " what " or " how much ".

To illustrate what quantitative research is used for, let’s look at a simple example. Let’s assume you want to research the reading habits of a specific part of a population.

With this research, you would like to establish what they read. In other words, do they read fiction, non-fiction, magazines, blogs, and so on? Also, you want to establish what they read about. For example, if they read fiction, is it thrillers, romance novels, or period dramas?

With quantitative research, you can gather concrete data about these reading habits. Your research will then, for example, show that 40% of the audience reads fiction and, of that 40%, 60% prefer romance novels.

In other studies and research projects, quantitative research will work in much the same way. That is, you use it to quantify variables, opinions, behaviors, and more.

Now that we've seen what quantitative research is and what it's used for, let's look at how you'll collect data for it. Because quantitative research is structured and statistical, its data collection methods focus on collecting numerical data.

Some methods to collect this data include:

• Surveys . Surveys are one of the most popular and easiest ways to collect quantitative data. These can include anything from online surveys to paper surveys. It’s important to remember that, to collect quantitative data, you won’t be able to ask open-ended questions.
• Interviews . As is the case with qualitative data, you’ll be able to use interviews to collect quantitative data with the proviso that the data will not be based on open-ended questions.
• Observations . You’ll also be able to use observations to collect quantitative data. However, here you’ll need to make observations in an environment where variables can’t be controlled.
• Website interceptors . With website interceptors, you’ll be able to get real-time insights into a specific product, service, or subject. In most cases, these interceptors take the form of surveys displayed on websites or invitations on the website to complete the survey.
• Longitudinal studies . With these studies, you’ll gather data on the same variables over specified time periods. Longitudinal studies are often used in medical sciences and include, for instance, diet studies. It’s important to remember that, for the results to be reliable, you’ll have to collect data from the same subjects.
• Online polls . Similar to website interceptors, online polls allow you to gather data from websites or social media platforms. These polls are short with only a few options and can give you valuable insights into a very specific question or topic.
• Experiments . With experiments, you’ll manipulate some variables (your independent variables) and gather data on causal relationships between others (your dependent variables). You’ll then measure what effect the manipulation of the independent variables has on the dependent variables.

Qualitative research focuses on collecting and analyzing non-numerical data. As such, it's typically unstructured and non-statistical. The main aim of qualitative research is to get a better understanding and insights into concepts, topics, and subjects.

The easiest way to describe qualitative research is that it answers the question " why ".

Considering that qualitative research aims to provide more profound insights and understanding into specific subjects, we’ll use our example mentioned earlier to explain what qualitative research is used for.

Based on this example, you’ve now established that 40% of the population reads fiction. You’ve probably also discovered in what proportion the population consumes other reading materials.

Qualitative research will now enable you to learn the reasons for these reading habits. For example, it will show you why 40% of the readers prefer fiction, while, for instance, only 10% prefer thrillers. It thus gives you an understanding of your participants’ behaviors and actions.

We've now recapped what qualitative research is and what it's used for. Let's now consider some methods to collect data for this type of research.

Some of these data collection methods include:

• Interviews . These include one-on-one interviews with respondents where you ask open-ended questions. You’ll then record the answers from every respondent and analyze these answers later.
• Open-ended survey questions . Open-ended survey questions give you insights into why respondents feel the way they do about a particular aspect.
• Focus groups . Focus groups allow you to have conversations with small groups of people and record their opinions and views about a specific topic.
• Observations . Observations like ethnography require that you participate in a specific organization or group in order to record their routines and interactions. This will, for instance, be the case where you want to establish how customers use a product in real-life scenarios.
• Literature reviews . With literature reviews, you’ll analyze the published works of other authors to analyze the prevailing view regarding a specific subject.
• Diary studies . Diary studies allow you to collect data about peoples’ habits, activities, and experiences over time. This will, for example, show you how customers use a product, when they use it, and what motivates them.

Now, the immediate question is: When should you use qualitative research, and when should you use quantitative research? As mentioned earlier, in its simplest form:

• Quantitative research allows you to confirm or test a hypothesis or theory or quantify a specific problem or quality.
• Qualitative research allows you to understand concepts or experiences.

Let's look at how you'll use these approaches in a research project a bit closer:

• Formulating a hypothesis . As mentioned earlier, qualitative research gives you a deeper understanding of a topic. Apart from learning more profound insights about your research findings, you can also use it to formulate a hypothesis when you start your research.
• Confirming a hypothesis . Once you’ve formulated a hypothesis, you can test it with quantitative research. As mentioned, you can also use it to quantify trends and behavior.
• Finding general answers . Quantitative research can help you answer broad questions. This is because it uses a larger sample size and thus makes it easier to gather simple binary or numeric data on a specific subject.
• Getting a deeper understanding . Once you have the broad answers mentioned above, qualitative research will help you find reasons for these answers. In other words, quantitative research shows you the motives behind actions or behaviors.

Considering the above, why not consider a mixed approach ? You certainly can because these approaches are not mutually exclusive. In other words, using one does not necessarily exclude the other. Moreover, both these approaches are useful for different reasons.

This means you could use both approaches in one project to achieve different goals. For example, you could use qualitative to formulate a hypothesis. Once formulated, quantitative research will allow you to confirm the hypothesis.

So, to answer the initial question, the approach you use is up to you.  However, when deciding on the right approach, you should consider the specific research project, the data you'll gather, and what you want to achieve.

No matter what approach you choose, you should design your research in such a way that it delivers results that are objective, reliable, and valid.

Both these research approaches are based on data. Once you have this data, however, you need to analyze it to answer your research questions. The method to do this depends on the research approach you use.

To analyze quantitative data, you'll need to use mathematical or statistical analysis. This can involve anything from calculating simple averages to applying complex and advanced methods to calculate the statistical significance of the results. No matter what analysis methods you use, it will enable you to spot trends and patterns in your data.

Considering the above, you can use tools, applications, and programming languages like R to calculate:

• The average of a set of numbers . This could, for instance, be the case where you calculate the average scores students obtained in a test or the average time people spend on a website.
• The frequency of a specific response . This will be the case where you, for example, use open-ended survey questions during qualitative analysis. You could then calculate the frequency of a specific response for deeper insights.
• Any correlation between different variables . Through mathematical analysis, you can calculate whether two or more variables are directly or indirectly correlated. In turn, this could help you identify trends in the data.
• The statistical significance of your results . By analyzing the data and calculating the statistical significance of the results, you'll be able to see whether certain occurrences happen randomly or because of specific factors.

Analyzing qualitative data is more complex than quantitative data. This is simply because it's not based on numerical values but rather text, images, video, and the like. As such, you won't be able to use mathematical analysis to analyze and interpret your results.

Because of this, it relies on a more interpretive analysis style and a strict analytical framework to analyze data and extract insights from it.

Some of the most common ways to analyze qualitative data include:

• Qualitative content analysis . In a content analysis, you'll analyze the language used in a specific piece of text. This allows you to understand the intentions of the author, who the audience is, and find patterns and correlations in how different concepts are communicated. A major benefit of this approach is that it follows a systematic and transparent process that other researchers will be able to replicate. As such, your research will produce highly reliable results. Keep in mind, however, that content analysis can be time-intensive and difficult to automate. ➡️  Learn how to do a content analysis in the guide.
• Thematic analysis . In a thematic analysis, you'll analyze data with a view of extracting themes, topics, and patterns in the data. Although thematic analysis can encompass a range of diverse approaches, it's usually used to analyze a collection of texts like survey responses, focus group discussions, or transcriptions of interviews. One of the main benefits of thematic analysis is that it's flexible in its approach. However, in some cases, thematic analysis can be highly subjective, which, in turn, impacts the reliability of the results. ➡️  Learn how to do a thematic analysis in this guide.
• Discourse analysis . In a discourse analysis, you'll analyze written or spoken language to understand how language is used in real-life social situations. As such, you'll be able to determine how meaning is given to language in different contexts. This is an especially effective approach if you want to gain a deeper understanding of different social groups and how they communicate with each other. As such, it's commonly used in humanities and social science disciplines.

We’ve now given a broad overview of both qualitative and quantitative research. Based on this, we can summarize the differences between these two approaches as follows:

Qualitative research focuses on collecting and analyzing non-numerical data. As such, it's typically unstructured and non-statistical. The main aim of qualitative research is to get a better understanding and insights into concepts, topics, and subjects. Quantitative research focuses on collecting numerical data and using it to measure variables. As such, quantitative research and data are typically expressed in numbers and graphs. Moreover, this type of research is structured and statistical and the returned results are objective.

3 examples of qualitative research would be:

• Interviews . These include one-on-one interviews with respondents with open-ended questions. You’ll then record the answers and analyze them later.
• Observations . Observations require that you participate in a specific organization or group in order to record their routines and interactions.

3 examples of quantitative research include:

• Surveys . Surveys are one of the most popular and easiest ways to collect quantitative data. To collect quantitative data, you won’t be able to ask open-ended questions.
• Longitudinal studies . With these studies, you’ll gather data on the same variables over specified time periods. Longitudinal studies are often used in medical sciences.

The main purpose of qualitative research is to get a better understanding and insights into concepts, topics, and subjects. The easiest way to describe qualitative research is that it answers the question " why ".

The purpose of quantitative research is to collect numerical data and use it to measure variables. As such, quantitative research and data are typically expressed in numbers and graphs. The simplest way to describe quantitative research is that it answers the questions " what " or " how much ".

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Quantitative Data and Qualitative Data

Everything around us is based on data. Data collection is a skill, whereas, in data research, the first abstract thing to learn is what its types are in order to know where to start your data collection.

Data is broadly divided into two types: quantitative and qualitative data. Both types are essential for any analysis or research.

Here are the topics we will cover in this blog:

• Quantitative Answers to the Questions
• Example of Quantitative Data

What is Quantitative Research?

• Types of Quantitative Research Methods
• Qualitative Answers to the Questions

Example of Qualitative Data

What is qualitative research, types of qualitative research methods, the difference between quantitative and qualitative data, difference between quantitative and qualitative data in example, which type is better for data analysis, what is quantitative data.

Quantitative data is data that is segmented into numerical variables. Data with quantity. Data that can be counted or listed is called quantitative data.

Quantitative data is used to justify theories and preconceptions. This qualitative research could be used to generate appropriate data about a subject.

Experiments, observations documented as statistics, and assessments with closed-ended questions are examples of standard quantitative procedures.

Furthermore, Quantitative data includes all numerical data such as time, the number of items, distance, lists, age, currency, money, metrics, calculations, percentages, and more.

Quantitative answers to the questions on:

• Total number of

Example of Quantitative Data:

• The score of one of the first-grade students was 99 out of 100
• Trees live up to 60 years
• The conversion rate of a good website is 3%
• The new model of the iPhone costs $999.

Research and analysis of data that is numerical, which is all about collecting, interpreting, accumulating, measuring, and calculating.

The question can be answered using qualitative data. Quantitative is exploratory in nature and is frequently left open-ended when more research is undertaken.

This qualitative research data is utilized to generate hypotheses and preliminary conceptions, particularly through social interpretations and hypotheses.

Types of Quantitative Research Methods:

#1 casual-comparative.

Casual-comparative or quasi-experimental research compares two unrelated variables. One is dependent, and the other is independent.

It analyzes the cause-and-effect correlation among these factors to produce its results.

#2 Correlational

A correlational research design looks into correlations between variables without allowing the researcher to control or modify any of them.

A correlation is one of the best quantitative research methods that allow the measurement of the intensity and/or direction of a relationship between different variables. A correlation's direction might be both positive and negative.

#3 Experimental

Experimental research is a scientific inquiry that employs two sets of variables. The first set serves as a constant against which the differences in the second set are measured. Experimentation is used in quantitative research methodologies.

#4 Survey research

Survey research is a quantitative method in which a researcher asks a preset set of questions to a whole group, or sample, of people.

Survey research is particularly effective when a researcher wants to characterize or analyze the characteristics of a large group or group.

This approach can also be used to swiftly gather broad information on a population of interest in order to be ready for a more targeted, in-depth study using time-consuming methods such as in-depth interviews or field research.

What is Qualitative Data?

Qualitative data is more alphabetical and verbally explained. It is the descriptive and conceptual information gleaned from questionnaires, interviews, or observation.

By analyzing qualitative data, we can examine concepts as well as clarify quantitative outcomes. They can be categorized with identifiers, attributes, labels, and other meaningful language things.

Qualitative Answers to the Auestions on:

• Product A yields more profit than product B.
• The color of the products has more impact on the customers than the
• Every customer gets a unique discount coupon.

Qualitative research does not give you a list or any calculation, but as it is alphabetical and verbal, you are competent to understand the category easily.

Qualitative researchers are important to accept how individuals build sense, that is, how their understanding of the world and the events they have anyway.

Qualitative research can be defined as research that employs methodologies such as observations, interviews, or case studies to produce a narrative, descriptive description of a situation or activity.

Sociologists who use qualitative research methods often reject positivism in favor of an interpretive approach.

Qualitative research is a situated activity in which the researcher is located in the world.

It is a collection of interpretative and material acts that make the place accessible. These activities have a positive impact on the planet.

#1 Case study

The case study approach allows researchers to perform in-depth investigations of complicated systems within a specific environment.

With a research focus on experimenters, who work on their final dissertation, research students in any such discipline confront challenges in terms of clarity, choice, and successful implementation of qualitative case studies.

These challenges frequently create frustration, waste of valuable time, and poor decisions that have an influence on the entire findings of the research.

#2 Ethnographic research

Ethnography is a qualitative data collection method that is commonly utilized in the social and behavioral sciences.

Observation and interviews are being used to gather data, which is then utilized to develop inferences about how society and individuals operate.

Ethnographers study the world as it unfolds rather than attempting to change it in a laboratory.

Due to the obvious unpredictability of life, ethnographers frequently struggle to document their activities in a format that the Board can assess.

#3 Focus groups

A focus group is a small set of precisely chosen people who respond to actual conversations for research purposes.

The hosting organization uses high-quality survey respondents to reflect the larger group they are seeking to reach.

To generalize the response of the population sample, the unit may look at different goods, feature improvements, or other relevant issues.

A facilitator is present during the focus group study. Their role is to assure valid outcomes and to prevent discrimination in conversations .

#4 Grounded theory

Grounded theory is a collection of organized investigative approaches for the inductive approach with the goal of developing theories.  

Grounded theory methodological approaches try to generate intermediate ideas straight from data analysis.

The reasoning behind these strategies is based on their inductive theoretical impetus. The power of the resulting analyses is built on convincing grounds.

These analyses offer concentrated, abstract, conceptual hypotheses that describe the actual events under consideration.

#5 Narrative

The narratives have actually been the relevant information in narrative inquiry, which is a type of qualitative research.

Various professions have adopted this method to understand further lifestyle and identity.

#6 Phenomenology

The phenomenological study is a qualitative research approach that tries to comprehend and characterize a phenomenon's fundamental core.

The method explores people's ordinary experiences by deferring the researchers' prior notions about events.

Phenomenological research investigates personal experiences in order to acquire a better understanding of how individuals interpret such experiences.

The key difference between quantitative and qualitative data are not against each other. After all, both are data together.

Quantitative and qualitative data are the key elements of data analysis.

• Qualitative data develops an understanding of human and social sciences to find the way people think and feel, whereas quantitative data generates numerical data and hard facts by employing statistical, logical, and mathematical techniques.
• Qualitative data is holistic, whereas quantitative data is Particularistic
• Qualitative is subjective, whereas quantitative is Objective
• Qualitative data is exploratory, whereas quantitative data are Conclusive
• Qualitative data is inductive, whereas quantitative data Deductive
• Qualitative data is verbal, whereas quantitative data is measurable.
• Qualitative data are Process-oriented, whereas quantitative data are Result-oriented
• Qualitative data is generated, whereas quantitative are Tested
• Qualitative data is in words, pictures, and objects, whereas quantitative data are numerical values.
• Qualitative data is generated to explore and discover ideas used in ongoing processes, whereas quantitative data is to examine the cause-and-effect relationships between variables.
• Qualitative data is Non-structured techniques like In-depth interviews, group discussions, etc.., whereas quantitative data is structured techniques such as surveys, questionnaires, and observations.
• Qualitative data develops an initial understanding, whereas quantitative data recommends a final course of action

Quantitative data example:

• 60 members participated in the event
• 55 members ate the refreshments
• The event cost 10 gallons of juice
• The average age group of the members participating is 28 years old
• Everyone stayed for approximately 2 hours inside the hall
• Every member paid $10 per person. which is $ 600
• All the members were male
• They were all employed as software engineers.
• The event took place in the party-hall
• The members were asked to write a few sentences about their product experiences .

Both qualitative and quantitative data are the significant type of data in all the data analyses.

Quantitative data is well-structured and transparent. This data is prepared in such a way that it might have been organized, sorted, and searched for.

Unstructured data is qualitative data. This type of data is designed to be subjective, personalized, and tailored.

Everything is permissible. As a result, if qualitative data is the sole data type in the study, it is inferior. It is, nonetheless, useful.

Because quantitative data is more solid, it is commonly used in data analysis. Numbers do not deceive.

However, for comprehensive statistical analysis, combining quantitative and qualitative data produces the best results.

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Qualitative vs Quantitative research: Similarities, differences, pros, and cons

Amirah Khan • 2023-05-15

Qualitative and quantitative research are two popular approaches to data collection and analysis. Both are essential research approaches that are utilised across disciplines, including psychology, business, user research, computer science, and more. In this article, we’ll share the key features, research methods, pros and cons, and use cases of qualitative and quantitative research.

What is Qualitative Research?

Qualitative research aims to use non-numerical data to understand, explore, and interpret the way people think, behaviour, and feel. This includes examining experiences, attitudes, and beliefs that exist in our subjective social reality. Qualitative research uses descriptive data to draw rich, in-depth insights into problems, topics, and phenomena. This kind of research focuses on making sense of the subjective, dynamic, and evolving nature of real life. Using this research approach, it is possible to generate new ideas for research, including hypotheses and theories that are rooted in natural settings. 

Key Features

Non-Numerical Data: Qualitative data focuses on rich, subjective sources of information including images, videos, text, and audio. This could be documents, observation notes, interview transcripts, audio recordings, video interviews, diaries, personal logs, photographs, and many more descriptive data sources. 

Inductive Reasoning: Rather than test existing theories and hypotheses, qualitative research aims to generate new ideas for research. The goal is to take a bottom-up approach and extract rich, in-depth meaning from a specific dataset. Researchers examine unique experiences and aim to draw out common themes or categories to make sense of the topic at hand. 

Flexible Research Design: Qualitative research studies have a flexible and emergent design that is data-driven. The research design, including the methods of data collection and analysis, can change throughout the study as findings emerge. This allows the design to develop alongside the study, as long as the research question is answered. 

Qualitative Researchers: Due to the subjective nature of qualitative research, the qualitative researchers are considered instruments in the process. This is because their beliefs, attitudes, personal characteristics, and experiences can influence the interpretive data collection and analysis process. 

Small Scale: Qualitative research methods can be time-consuming, and the subject matter can sometimes be very specific to a certain group of people. This means qualitative research often features a small sample of participants to be observed, interviewed, or given questionnaires. 

Open-Ended Questions: To gather the rich, in-depth data needed for qualitative research, open-ended questions are used throughout the research methods. These kinds of questions allow participants to answer how they want in detail, rather than having to select from a limited range of pre-determined answers. 

Qualitative Research Methods

For qualitative research, there are five common research methods used for data collection. Researchers often use multiple methods collect data and this depends on their chosen research approach:

Surveys can often be a time-saving, complementary method of data collection. Researchers can collect data using questionnaires with open-ended questions. These can be distributed online or in-person and allows participants to provide detailed responses in their own time. 

In-depth interviews are used to collect in-depth insights into a person’s perspective on a problem, event, or topic. Researchers ask open-ended questions in a one-to-one conversation, and can deep-dive into the participants' answers with follow-up questions. 

Focus groups are ideal for collecting data from multiple participants in the form of a group discussion. Researchers generate and facilitate discussion using open-ended questions. This research method is good for understanding complex social topics, and examining beliefs and opinions. 

Observations occur when researchers go out into natural settings of interest to create records of what they saw, heard, or encountered. This is documented in detailed field notes, and focuses on understanding how people behave. 

Secondary data involves using existing data, such as documents, photos, and videos to conduct qualitative research. This can be a more efficient way to approach a research topic, rather than collecting new data. 

Pros and Cons of Qualitative Research 

Qualitative research produces rich, in-depth insights into problems, issues, and phenomena. The research findings are often full of meaning that explore the ‘why’, ‘how’, and ‘what’ behind processes, behaviours, thoughts, feelings, attitudes, and experiences. This is something that can be hard to obtain from quantitative research. Qualitative research also focuses on real-life settings and people, which can provide a more accurate representation than laboratory based experiments. Finally, the inductive approach of qualitative research allows for new possibilities to be discovered and explored. 

However, the subjective nature of qualitative research makes it hard to replicate. Researchers are also key instruments in the process which further reduces replicability. This limits how reliable qualitative findings are, Qualitative research can also be time-consuming, especially during data analysis. Despite using a small sample, there’s often large amounts of data to prepare and analyse. These smaller samples can also make it harder for researchers to generalise their findings beyond their current participants.  

When to use Qualitative Research?

Qualitative research is ideal if you want to:

• Extract rich, in-depth, and meaningful insights into problems and topics
• Understand how people perceive their own experiences
• Explore a person’s thoughts, feelings, and behaviours
• Gain insight into social realities of specific individuals, groups, and cultures 
• Examine controversial social issues and topics 
• Generate new research ideas and possibilities 
• Learn about attitudes, beliefs, and opinions 

Qualitative Research Questions 

• Why are customers unsatisfied with their new product?
• How do teachers feel about students using artificial intelligence?
• What are teenagers' experiences of para-social relationships with influencers? 

What is Quantitative Research?

Quantitative research focuses on testing hypotheses and theories using numerical data. The aim is to use maths, statistics, and deductive logic to establish facts about behaviour or a phenomena of interest. This type of research aims to understand and measure the causal or correlational relationships between quantifiable variables. Quantitative research data can be transformed into useful graphs and tables using statistics. 

Specifically, descriptive statistics are used to summarise data, and describe the relationships or connections between variables. Inferential statistics establish the statistical significance of the given groups of data. For this reason, quantitative research requires a large sample of participants, and a carefully planned research design. This is important for conducting statistical analyses that are reliable and generalisable.  

Here are the key features of quantitative research that contrast with the features of qualitative research: 

Numerical Data : Quantitative data focuses on variables that can be quantified, measured, and analysed through statistics. This data, which is rooted in numbers and maths, can be displayed using graphs and tables. 

Deductive Reasoning: Quantitative research aims to test whether existing theories, hypotheses, or observations can hold up in specific conditions. This allows researchers to determine whether a theory or hypotheses should be confirmed or rejected for that particular condition. 

Fixed Research Design: Quantitative research follows a structured process that is well-established. The research design, including the research questions, research methods, and data analysis techniques are often decided at the beginning and rarely changed during the study. 

Quantitative Researchers: For quantitative researchers, their approach to the world is objective, and focuses on the quantifiable, measurable aspects of reality. Their goal is to remain as objective as possible and produce results that can be generalised beyond the specific environment of the study. 

Large Scale: Statistical analyses require a large amount of data to produce significant and reliable results. For this reason, quantitative research often involves a large sample of participants. This larger sample allows results to be generalised and enables researchers to account for erroneous data. 

Close-ended Questions: Quantitative data collection methods use close-ended questions to collect quantifiable, measurable data. Close-ended questions have predetermined responses for people to pick from. This can include yes/no questions, multiple-choice answers, and rating scales of all kinds. 

Quantitative Research Methods

Experiments involve manipulating an independent variable and measuring a dependent variable. This is to examine how changes to the independent variable affect the dependent variable. Researchers can use experiments to identify cause and effect relationships between variables. 

Observations are used to watch, understand, and investigate quantifiable variables. Instead of manipulating variables, this method focuses on measuring variables. For example, weight, size, and noting the number of times something occurs are measurements. Observations are used for descriptive and correlational research designs . 

Surveys are a common and popular research method, also used for descriptive and correlational research designs. This method uses close-ended questions, such as multiple choice, or rating scales to collect data. Surveys can be used to understand how something changes over time, or to get a snapshot of the current moment. 

Pros and Cons of Quantitative Research 

Quantitative research follows structured, unambiguous, standardised processes that can be easily replicated. This improves the reliability of the study, allowing it to be replicated and proven using the same approach. Unlike qualitative research, quantitative research can be both quick and scientifically objective. Researchers can study phenomena in a timely manner, and utilise sophisticated softwares for rapid, statistical analyses. This allows researchers to process large amounts of data in an efficient way, and produce findings that are generalisable. 

If researchers are unable to obtain an adequate sample size, or end up with data that cannot be used, this limits the accuracy and generalisability of the findings. Researchers also require statistical expertise in order to conduct statistical analyses in an accurate manner. Finally, quantitative research can lack meaning and be subject to confirmation bias. That is, researchers can miss emerging phenomena because they are focused on testing a theory of hypothesis. 

When to use Quantitative Research?

Quantitative research is best used when you want to:

• Measure or quantify data 
• Establish trends and relationships between variables
• Test existing hypotheses and theories 
• Describe and predict casual relationships
• Investigate correlational relationships
• Understand the characteristics of a population or phenomena 
• Produce visual displays of information, such as graphs or tables 

Quantitative Research Questions 

• What are the demographics of my target audience on social media?
• How satisfied are customers with my products and services?
• Can mindfulness improve a student's ability to recall information?

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18 Qualitative Research Examples

Chris Drew (PhD)

Dr. Chris Drew is the founder of the Helpful Professor. He holds a PhD in education and has published over 20 articles in scholarly journals. He is the former editor of the Journal of Learning Development in Higher Education. [Image Descriptor: Photo of Chris]

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Qualitative research is an approach to scientific research that involves using observation to gather and analyze non-numerical, in-depth, and well-contextualized datasets.

It serves as an integral part of academic, professional, and even daily decision-making processes (Baxter & Jack, 2008).

Methods of qualitative research encompass a wide range of techniques, from in-depth personal encounters, like ethnographies (studying cultures in-depth) and autoethnographies (examining one’s own cultural experiences), to collection of diverse perspectives on topics through methods like interviewing focus groups (gatherings of individuals to discuss specific topics).

Qualitative Research Examples

1. ethnography.

Definition: Ethnography is a qualitative research design aimed at exploring cultural phenomena. Rooted in the discipline of anthropology , this research approach investigates the social interactions, behaviors, and perceptions within groups, communities, or organizations.

Ethnographic research is characterized by extended observation of the group, often through direct participation, in the participants’ environment. An ethnographer typically lives with the study group for extended periods, intricately observing their everyday lives (Khan, 2014).

It aims to present a complete, detailed and accurate picture of the observed social life, rituals, symbols, and values from the perspective of the study group.

Example of Ethnographic Research

Title: “ The Everyday Lives of Men: An Ethnographic Investigation of Young Adult Male Identity “

Citation: Evans, J. (2010). The Everyday Lives of Men: An Ethnographic Investigation of Young Adult Male Identity. Peter Lang.

Overview: This study by Evans (2010) provides a rich narrative of young adult male identity as experienced in everyday life. The author immersed himself among a group of young men, participating in their activities and cultivating a deep understanding of their lifestyle, values, and motivations. This research exemplified the ethnographic approach, revealing complexities of the subjects’ identities and societal roles, which could hardly be accessed through other qualitative research designs.

Read my Full Guide on Ethnography Here

2. Autoethnography

Definition: Autoethnography is an approach to qualitative research where the researcher uses their own personal experiences to extend the understanding of a certain group, culture, or setting. Essentially, it allows for the exploration of self within the context of social phenomena.

Unlike traditional ethnography, which focuses on the study of others, autoethnography turns the ethnographic gaze inward, allowing the researcher to use their personal experiences within a culture as rich qualitative data (Durham, 2019).

The objective is to critically appraise one’s personal experiences as they navigate and negotiate cultural, political, and social meanings. The researcher becomes both the observer and the participant, intertwining personal and cultural experiences in the research.

Example of Autoethnographic Research

Title: “ A Day In The Life Of An NHS Nurse “

Citation: Osben, J. (2019). A day in the life of a NHS nurse in 21st Century Britain: An auto-ethnography. The Journal of Autoethnography for Health & Social Care. 1(1).

Overview: This study presents an autoethnography of a day in the life of an NHS nurse (who, of course, is also the researcher). The author uses the research to achieve reflexivity, with the researcher concluding: “Scrutinising my practice and situating it within a wider contextual backdrop has compelled me to significantly increase my level of scrutiny into the driving forces that influence my practice.”

Read my Full Guide on Autoethnography Here

3. Semi-Structured Interviews

Definition: Semi-structured interviews stand as one of the most frequently used methods in qualitative research. These interviews are planned and utilize a set of pre-established questions, but also allow for the interviewer to steer the conversation in other directions based on the responses given by the interviewee.

In semi-structured interviews, the interviewer prepares a guide that outlines the focal points of the discussion. However, the interview is flexible, allowing for more in-depth probing if the interviewer deems it necessary (Qu, & Dumay, 2011). This style of interviewing strikes a balance between structured ones which might limit the discussion, and unstructured ones, which could lack focus.

Example of Semi-Structured Interview Research

Title: “ Factors influencing adherence to cancer treatment in older adults with cancer: a systematic review “

Citation: Puts, M., et al. (2014). Factors influencing adherence to cancer treatment in older adults with cancer: a systematic review. Annals of oncology, 25 (3), 564-577.

Overview: Puts et al. (2014) executed an extensive systematic review in which they conducted semi-structured interviews with older adults suffering from cancer to examine the factors influencing their adherence to cancer treatment. The findings suggested that various factors, including side effects, faith in healthcare professionals, and social support have substantial impacts on treatment adherence. This research demonstrates how semi-structured interviews can provide rich and profound insights into the subjective experiences of patients.

4. Focus Groups

Definition: Focus groups are a qualitative research method that involves organized discussion with a selected group of individuals to gain their perspectives on a specific concept, product, or phenomenon. Typically, these discussions are guided by a moderator.

During a focus group session, the moderator has a list of questions or topics to discuss, and participants are encouraged to interact with each other (Morgan, 2010). This interactivity can stimulate more information and provide a broader understanding of the issue under scrutiny. The open format allows participants to ask questions and respond freely, offering invaluable insights into attitudes, experiences, and group norms.

Example of Focus Group Research

Title: “ Perspectives of Older Adults on Aging Well: A Focus Group Study “

Citation: Halaweh, H., Dahlin-Ivanoff, S., Svantesson, U., & Willén, C. (2018). Perspectives of older adults on aging well: a focus group study. Journal of aging research .

Overview: This study aimed to explore what older adults (aged 60 years and older) perceived to be ‘aging well’. The researchers identified three major themes from their focus group interviews: a sense of well-being, having good physical health, and preserving good mental health. The findings highlight the importance of factors such as positive emotions, social engagement, physical activity, healthy eating habits, and maintaining independence in promoting aging well among older adults.

5. Phenomenology

Definition: Phenomenology, a qualitative research method, involves the examination of lived experiences to gain an in-depth understanding of the essence or underlying meanings of a phenomenon.

The focus of phenomenology lies in meticulously describing participants’ conscious experiences related to the chosen phenomenon (Padilla-Díaz, 2015).

In a phenomenological study, the researcher collects detailed, first-hand perspectives of the participants, typically via in-depth interviews, and then uses various strategies to interpret and structure these experiences, ultimately revealing essential themes (Creswell, 2013). This approach focuses on the perspective of individuals experiencing the phenomenon, seeking to explore, clarify, and understand the meanings they attach to those experiences.

Example of Phenomenology Research

Title: “ A phenomenological approach to experiences with technology: current state, promise, and future directions for research ”

Citation: Cilesiz, S. (2011). A phenomenological approach to experiences with technology: Current state, promise, and future directions for research. Educational Technology Research and Development, 59 , 487-510.

Overview: A phenomenological approach to experiences with technology by Sebnem Cilesiz represents a good starting point for formulating a phenomenological study. With its focus on the ‘essence of experience’, this piece presents methodological, reliability, validity, and data analysis techniques that phenomenologists use to explain how people experience technology in their everyday lives.

6. Grounded Theory

Definition: Grounded theory is a systematic methodology in qualitative research that typically applies inductive reasoning . The primary aim is to develop a theoretical explanation or framework for a process, action, or interaction grounded in, and arising from, empirical data (Birks & Mills, 2015).

In grounded theory, data collection and analysis work together in a recursive process. The researcher collects data, analyses it, and then collects more data based on the evolving understanding of the research context. This ongoing process continues until a comprehensive theory that represents the data and the associated phenomenon emerges – a point known as theoretical saturation (Charmaz, 2014).

Example of Grounded Theory Research

Title: “ Student Engagement in High School Classrooms from the Perspective of Flow Theory “

Citation: Shernoff, D. J., Csikszentmihalyi, M., Shneider, B., & Shernoff, E. S. (2003). Student engagement in high school classrooms from the perspective of flow theory. School Psychology Quarterly, 18 (2), 158–176.

Overview: Shernoff and colleagues (2003) used grounded theory to explore student engagement in high school classrooms. The researchers collected data through student self-reports, interviews, and observations. Key findings revealed that academic challenge, student autonomy, and teacher support emerged as the most significant factors influencing students’ engagement, demonstrating how grounded theory can illuminate complex dynamics within real-world contexts.

7. Narrative Research

Definition: Narrative research is a qualitative research method dedicated to storytelling and understanding how individuals experience the world. It focuses on studying an individual’s life and experiences as narrated by that individual (Polkinghorne, 2013).

In narrative research, the researcher collects data through methods such as interviews, observations , and document analysis. The emphasis is on the stories told by participants – narratives that reflect their experiences, thoughts, and feelings.

These stories are then interpreted by the researcher, who attempts to understand the meaning the participant attributes to these experiences (Josselson, 2011).

Example of Narrative Research

Title: “Narrative Structures and the Language of the Self”

Citation: McAdams, D. P., Josselson, R., & Lieblich, A. (2006). Identity and story: Creating self in narrative . American Psychological Association.

Overview: In this innovative study, McAdams et al. (2006) employed narrative research to explore how individuals construct their identities through the stories they tell about themselves. By examining personal narratives, the researchers discerned patterns associated with characters, motivations, conflicts, and resolutions, contributing valuable insights about the relationship between narrative and individual identity.

8. Case Study Research

Definition: Case study research is a qualitative research method that involves an in-depth investigation of a single instance or event: a case. These ‘cases’ can range from individuals, groups, or entities to specific projects, programs, or strategies (Creswell, 2013).

The case study method typically uses multiple sources of information for comprehensive contextual analysis. It aims to explore and understand the complexity and uniqueness of a particular case in a real-world context (Merriam & Tisdell, 2015). This investigation could result in a detailed description of the case, a process for its development, or an exploration of a related issue or problem.

Example of Case Study Research

Title: “ Teacher’s Role in Fostering Preschoolers’ Computational Thinking: An Exploratory Case Study “

Citation: Wang, X. C., Choi, Y., Benson, K., Eggleston, C., & Weber, D. (2021). Teacher’s role in fostering preschoolers’ computational thinking: An exploratory case study. Early Education and Development , 32 (1), 26-48.

Overview: This study investigates the role of teachers in promoting computational thinking skills in preschoolers. The study utilized a qualitative case study methodology to examine the computational thinking scaffolding strategies employed by a teacher interacting with three preschoolers in a small group setting. The findings highlight the importance of teachers’ guidance in fostering computational thinking practices such as problem reformulation/decomposition, systematic testing, and debugging.

Read about some Famous Case Studies in Psychology Here

9. Participant Observation

Definition: Participant observation has the researcher immerse themselves in a group or community setting to observe the behavior of its members. It is similar to ethnography, but generally, the researcher isn’t embedded for a long period of time.

The researcher, being a participant, engages in daily activities, interactions, and events as a way of conducting a detailed study of a particular social phenomenon (Kawulich, 2005).

The method involves long-term engagement in the field, maintaining detailed records of observed events, informal interviews, direct participation, and reflexivity. This approach allows for a holistic view of the participants’ lived experiences, behaviours, and interactions within their everyday environment (Dewalt, 2011).

Example of Participant Observation Research

Title: Conflict in the boardroom: a participant observation study of supervisory board dynamics

Citation: Heemskerk, E. M., Heemskerk, K., & Wats, M. M. (2017). Conflict in the boardroom: a participant observation study of supervisory board dynamics. Journal of Management & Governance , 21 , 233-263.

Overview: This study examined how conflicts within corporate boards affect their performance. The researchers used a participant observation method, where they actively engaged with 11 supervisory boards and observed their dynamics. They found that having a shared understanding of the board’s role called a common framework, improved performance by reducing relationship conflicts, encouraging task conflicts, and minimizing conflicts between the board and CEO.

10. Non-Participant Observation

Definition: Non-participant observation is a qualitative research method in which the researcher observes the phenomena of interest without actively participating in the situation, setting, or community being studied.

This method allows the researcher to maintain a position of distance, as they are solely an observer and not a participant in the activities being observed (Kawulich, 2005).

During non-participant observation, the researcher typically records field notes on the actions, interactions, and behaviors observed , focusing on specific aspects of the situation deemed relevant to the research question.

This could include verbal and nonverbal communication , activities, interactions, and environmental contexts (Angrosino, 2007). They could also use video or audio recordings or other methods to collect data.

Example of Non-Participant Observation Research

Title: Mental Health Nurses’ attitudes towards mental illness and recovery-oriented practice in acute inpatient psychiatric units: A non-participant observation study

Citation: Sreeram, A., Cross, W. M., & Townsin, L. (2023). Mental Health Nurses’ attitudes towards mental illness and recovery‐oriented practice in acute inpatient psychiatric units: A non‐participant observation study. International Journal of Mental Health Nursing .

Overview: This study investigated the attitudes of mental health nurses towards mental illness and recovery-oriented practice in acute inpatient psychiatric units. The researchers used a non-participant observation method, meaning they observed the nurses without directly participating in their activities. The findings shed light on the nurses’ perspectives and behaviors, providing valuable insights into their attitudes toward mental health and recovery-focused care in these settings.

11. Content Analysis

Definition: Content Analysis involves scrutinizing textual, visual, or spoken content to categorize and quantify information. The goal is to identify patterns, themes, biases, or other characteristics (Hsieh & Shannon, 2005).

Content Analysis is widely used in various disciplines for a multitude of purposes. Researchers typically use this method to distill large amounts of unstructured data, like interview transcripts, newspaper articles, or social media posts, into manageable and meaningful chunks.

When wielded appropriately, Content Analysis can illuminate the density and frequency of certain themes within a dataset, provide insights into how specific terms or concepts are applied contextually, and offer inferences about the meanings of their content and use (Duriau, Reger, & Pfarrer, 2007).

Example of Content Analysis

Title: Framing European politics: A content analysis of press and television news .

Citation: Semetko, H. A., & Valkenburg, P. M. (2000). Framing European politics: A content analysis of press and television news. Journal of Communication, 50 (2), 93-109.

Overview: This study analyzed press and television news articles about European politics using a method called content analysis. The researchers examined the prevalence of different “frames” in the news, which are ways of presenting information to shape audience perceptions. They found that the most common frames were attribution of responsibility, conflict, economic consequences, human interest, and morality.

Read my Full Guide on Content Analysis Here

12. Discourse Analysis

Definition: Discourse Analysis, a qualitative research method, interprets the meanings, functions, and coherence of certain languages in context.

Discourse analysis is typically understood through social constructionism, critical theory , and poststructuralism and used for understanding how language constructs social concepts (Cheek, 2004).

Discourse Analysis offers great breadth, providing tools to examine spoken or written language, often beyond the level of the sentence. It enables researchers to scrutinize how text and talk articulate social and political interactions and hierarchies.

Insight can be garnered from different conversations, institutional text, and media coverage to understand how topics are addressed or framed within a specific social context (Jorgensen & Phillips, 2002).

Example of Discourse Analysis

Title: The construction of teacher identities in educational policy documents: A critical discourse analysis

Citation: Thomas, S. (2005). The construction of teacher identities in educational policy documents: A critical discourse analysis. Critical Studies in Education, 46 (2), 25-44.

Overview: The author examines how an education policy in one state of Australia positions teacher professionalism and teacher identities. While there are competing discourses about professional identity, the policy framework privileges a  narrative that frames the ‘good’ teacher as one that accepts ever-tightening control and regulation over their professional practice.

Read my Full Guide on Discourse Analysis Here

13. Action Research

Definition: Action Research is a qualitative research technique that is employed to bring about change while simultaneously studying the process and results of that change.

This method involves a cyclical process of fact-finding, action, evaluation, and reflection (Greenwood & Levin, 2016).

Typically, Action Research is used in the fields of education, social sciences , and community development. The process isn’t just about resolving an issue but also developing knowledge that can be used in the future to address similar or related problems.

The researcher plays an active role in the research process, which is normally broken down into four steps: 

• developing a plan to improve what is currently being done
• implementing the plan
• observing the effects of the plan, and
• reflecting upon these effects (Smith, 2010).

Example of Action Research

Title: Using Digital Sandbox Gaming to Improve Creativity Within Boys’ Writing

Citation: Ellison, M., & Drew, C. (2020). Using digital sandbox gaming to improve creativity within boys’ writing. Journal of Research in Childhood Education , 34 (2), 277-287.

Overview: This was a research study one of my research students completed in his own classroom under my supervision. He implemented a digital game-based approach to literacy teaching with boys and interviewed his students to see if the use of games as stimuli for storytelling helped draw them into the learning experience.

Read my Full Guide on Action Research Here

14. Semiotic Analysis

Definition: Semiotic Analysis is a qualitative method of research that interprets signs and symbols in communication to understand sociocultural phenomena. It stems from semiotics, the study of signs and symbols and their use or interpretation (Chandler, 2017).

In a Semiotic Analysis, signs (anything that represents something else) are interpreted based on their significance and the role they play in representing ideas.

This type of research often involves the examination of images, sounds, and word choice to uncover the embedded sociocultural meanings. For example, an advertisement for a car might be studied to learn more about societal views on masculinity or success (Berger, 2010).

Example of Semiotic Research

Title: Shielding the learned body: a semiotic analysis of school badges in New South Wales, Australia

Citation: Symes, C. (2023). Shielding the learned body: a semiotic analysis of school badges in New South Wales, Australia. Semiotica , 2023 (250), 167-190.

Overview: This study examines school badges in New South Wales, Australia, and explores their significance through a semiotic analysis. The badges, which are part of the school’s visual identity, are seen as symbolic representations that convey meanings. The analysis reveals that these badges often draw on heraldic models, incorporating elements like colors, names, motifs, and mottoes that reflect local culture and history, thus connecting students to their national identity. Additionally, the study highlights how some schools have shifted from traditional badges to modern logos and slogans, reflecting a more business-oriented approach.

15. Qualitative Longitudinal Studies

Definition: Qualitative Longitudinal Studies are a research method that involves repeated observation of the same items over an extended period of time.

Unlike a snapshot perspective, this method aims to piece together individual histories and examine the influences and impacts of change (Neale, 2019).

Qualitative Longitudinal Studies provide an in-depth understanding of change as it happens, including changes in people’s lives, their perceptions, and their behaviors.

For instance, this method could be used to follow a group of students through their schooling years to understand the evolution of their learning behaviors and attitudes towards education (Saldaña, 2003).

Example of Qualitative Longitudinal Research

Title: Patient and caregiver perspectives on managing pain in advanced cancer: a qualitative longitudinal study

Citation: Hackett, J., Godfrey, M., & Bennett, M. I. (2016). Patient and caregiver perspectives on managing pain in advanced cancer: a qualitative longitudinal study.  Palliative medicine ,  30 (8), 711-719.

Overview: This article examines how patients and their caregivers manage pain in advanced cancer through a qualitative longitudinal study. The researchers interviewed patients and caregivers at two different time points and collected audio diaries to gain insights into their experiences, making this study longitudinal.

Read my Full Guide on Longitudinal Research Here

16. Open-Ended Surveys

Definition: Open-Ended Surveys are a type of qualitative research method where respondents provide answers in their own words. Unlike closed-ended surveys, which limit responses to predefined options, open-ended surveys allow for expansive and unsolicited explanations (Fink, 2013).

Open-ended surveys are commonly used in a range of fields, from market research to social studies. As they don’t force respondents into predefined response categories, these surveys help to draw out rich, detailed data that might uncover new variables or ideas.

For example, an open-ended survey might be used to understand customer opinions about a new product or service (Lavrakas, 2008).

Contrast this to a quantitative closed-ended survey, like a Likert scale, which could theoretically help us to come up with generalizable data but is restricted by the questions on the questionnaire, meaning new and surprising data and insights can’t emerge from the survey results in the same way.

Example of Open-Ended Survey Research

Title: Advantages and disadvantages of technology in relationships: Findings from an open-ended survey

Citation: Hertlein, K. M., & Ancheta, K. (2014). Advantages and disadvantages of technology in relationships: Findings from an open-ended survey.  The Qualitative Report ,  19 (11), 1-11.

Overview: This article examines the advantages and disadvantages of technology in couple relationships through an open-ended survey method. Researchers analyzed responses from 410 undergraduate students to understand how technology affects relationships. They found that technology can contribute to relationship development, management, and enhancement, but it can also create challenges such as distancing, lack of clarity, and impaired trust.

17. Naturalistic Observation

Definition: Naturalistic Observation is a type of qualitative research method that involves observing individuals in their natural environments without interference or manipulation by the researcher.

Naturalistic observation is often used when conducting research on behaviors that cannot be controlled or manipulated in a laboratory setting (Kawulich, 2005).

It is frequently used in the fields of psychology, sociology, and anthropology. For instance, to understand the social dynamics in a schoolyard, a researcher could spend time observing the children interact during their recess, noting their behaviors, interactions, and conflicts without imposing their presence on the children’s activities (Forsyth, 2010).

Example of Naturalistic Observation Research

Title: Dispositional mindfulness in daily life: A naturalistic observation study

Citation: Kaplan, D. M., Raison, C. L., Milek, A., Tackman, A. M., Pace, T. W., & Mehl, M. R. (2018). Dispositional mindfulness in daily life: A naturalistic observation study. PloS one , 13 (11), e0206029.

Overview: In this study, researchers conducted two studies: one exploring assumptions about mindfulness and behavior, and the other using naturalistic observation to examine actual behavioral manifestations of mindfulness. They found that trait mindfulness is associated with a heightened perceptual focus in conversations, suggesting that being mindful is expressed primarily through sharpened attention rather than observable behavioral or social differences.

Read my Full Guide on Naturalistic Observation Here

18. Photo-Elicitation

Definition: Photo-elicitation utilizes photographs as a means to trigger discussions and evoke responses during interviews. This strategy aids in bringing out topics of discussion that may not emerge through verbal prompting alone (Harper, 2002).

Traditionally, Photo-Elicitation has been useful in various fields such as education, psychology, and sociology. The method involves the researcher or participants taking photographs, which are then used as prompts for discussion.

For instance, a researcher studying urban environmental issues might invite participants to photograph areas in their neighborhood that they perceive as environmentally detrimental, and then discuss each photo in depth (Clark-Ibáñez, 2004).

Example of Photo-Elicitation Research

Title: Early adolescent food routines: A photo-elicitation study

Citation: Green, E. M., Spivak, C., & Dollahite, J. S. (2021). Early adolescent food routines: A photo-elicitation study. Appetite, 158 .

Overview: This study focused on early adolescents (ages 10-14) and their food routines. Researchers conducted in-depth interviews using a photo-elicitation approach, where participants took photos related to their food choices and experiences. Through analysis, the study identified various routines and three main themes: family, settings, and meals/foods consumed, revealing how early adolescents view and are influenced by their eating routines.

Features of Qualitative Research

Qualitative research is a research method focused on understanding the meaning individuals or groups attribute to a social or human problem (Creswell, 2013).

Some key features of this method include:

• Naturalistic Inquiry: Qualitative research happens in the natural setting of the phenomena, aiming to understand “real world” situations (Patton, 2015). This immersion in the field or subject allows the researcher to gather a deep understanding of the subject matter.
• Emphasis on Process: It aims to understand how events unfold over time rather than focusing solely on outcomes (Merriam & Tisdell, 2015). The process-oriented nature of qualitative research allows researchers to investigate sequences, timing, and changes.
• Interpretive: It involves interpreting and making sense of phenomena in terms of the meanings people assign to them (Denzin & Lincoln, 2011). This interpretive element allows for rich, nuanced insights into human behavior and experiences.
• Holistic Perspective: Qualitative research seeks to understand the whole phenomenon rather than focusing on individual components (Creswell, 2013). It emphasizes the complex interplay of factors, providing a richer, more nuanced view of the research subject.
• Prioritizes Depth over Breadth: Qualitative research favors depth of understanding over breadth, typically involving a smaller but more focused sample size (Hennink, Hutter, & Bailey, 2020). This enables detailed exploration of the phenomena of interest, often leading to rich and complex data.

Qualitative vs Quantitative Research

Qualitative research centers on exploring and understanding the meaning individuals or groups attribute to a social or human problem (Creswell, 2013).

It involves an in-depth approach to the subject matter, aiming to capture the richness and complexity of human experience.

Examples include conducting interviews, observing behaviors, or analyzing text and images.

There are strengths inherent in this approach. In its focus on understanding subjective experiences and interpretations, qualitative research can yield rich and detailed data that quantitative research may overlook (Denzin & Lincoln, 2011).

Additionally, qualitative research is adaptive, allowing the researcher to respond to new directions and insights as they emerge during the research process.

However, there are also limitations. Because of the interpretive nature of this research, findings may not be generalizable to a broader population (Marshall & Rossman, 2014). Well-designed quantitative research, on the other hand, can be generalizable.

Moreover, the reliability and validity of qualitative data can be challenging to establish due to its subjective nature, unlike quantitative research, which is ideally more objective.

Compare Qualitative and Quantitative Research Methodologies in This Guide Here

In conclusion, qualitative research methods provide distinctive ways to explore social phenomena and understand nuances that quantitative approaches might overlook. Each method, from Ethnography to Photo-Elicitation, presents its strengths and weaknesses but they all offer valuable means of investigating complex, real-world situations. The goal for the researcher is not to find a definitive tool, but to employ the method best suited for their research questions and the context at hand (Almalki, 2016). Above all, these methods underscore the richness of human experience and deepen our understanding of the world around us.

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Zuber-Skerritt, O. (2018). Action research for developing educational theories and practices . Routledge.

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Qualitative Research

What is qualitative research.

Qualitative research is a methodology focused on collecting and analyzing descriptive, non-numerical data to understand complex human behavior, experiences, and social phenomena. This approach utilizes techniques such as interviews, focus groups, and observations to explore the underlying reasons, motivations, and meanings behind actions and decisions. Unlike quantitative research, which focuses on measuring and quantifying data, qualitative research delves into the 'why' and 'how' of human behavior, providing rich, contextual insights that reveal deeper patterns and relationships.

The Basic Idea

Ever heard of the saying “quality over quantity”? Well, some researchers feel the same way!

Imagine you are conducting a study looking at consumer behavior for buying potato chips. You’re interested in seeing which factors influence a customer’s choice between purchasing Doritos and Pringles. While you could conduct quantitative research and measure the number of bags purchased, this data alone wouldn’t explain why consumers choose one chip brand over the other; it would just tell you what they are purchasing. To gather more meaningful data, you may conduct interviews or surveys, asking people about their chip preferences and what draws them to one brand over another. Is it the taste of the chips? The font or color of the bag? This qualitative approach dives deeper to uncover why one potato chip is more popular than the other and can help companies make the adjustments that count.

Qualitative research, as seen in the example above, can provide greater insight into behavior, going beyond numbers to understand people’s experiences, attitudes, and perceptions. It helps us to grasp the meaning behind decisions, rather than just describing them. As human behavior is often difficult to qualify, qualitative research is a useful tool for solving complex problems or as a starting point to generate new ideas for research. Qualitative methods are used across all types of research—from consumer behavior to education, healthcare, behavioral science, and everywhere in between!

At its core, qualitative research is exploratory—rather than coming up with a hypothesis and gathering numerical data to support it, qualitative research begins with open-ended questions. Instead of asking “Which chip brand do consumers buy more frequently?”, qualitative research asks “Why do consumers choose one chip brand over another?”. Common methods to obtain qualitative data include focus groups, unstructured interviews, and surveys. From the data gathered, researchers then can make hypotheses and move on to investigating them. 

It’s important to note that qualitative and quantitative research are not two opposing methods, but rather two halves of a whole. Most of the best studies leverage both kinds of research by collecting objective, quantitative data, and using qualitative research to gain greater insight into what the numbers reveal.

You may have heard the world is made up of atoms and molecules, but it’s really made up of stories. When you sit with an individual that’s been here, you can give quantitative data a qualitative overlay. – William Turner, 16th century British scientist 1

Quantitative Research: A research method that involves collecting and analyzing numerical data to test hypotheses, identify patterns, and predict outcomes.

Exploratory Research: An initial study used to investigate a problem that is not clearly defined, helping to clarify concepts and improve research design.

Positivism: A scientific approach that emphasizes empirical evidence and objectivity, often involving the testing of hypotheses based on observable data. 2 

Phenomenology: A research approach that emphasizes the first-person point of view, placing importance on how people perceive, experience, and interpret the world around them. 3

Social Interaction Theory: A theoretical perspective that people make sense of their social worlds by the exchange of meaning through language and symbols. 4

Critical Theory: A worldview that there is no unitary or objective “truth” about people that can be discovered, as human experience is shaped by social, cultural, and historical contexts that influences reality and society. 5

Empirical research: A method of gaining knowledge through direct observation and experimentation, relying on real-world data to test theories. 

Paradigm shift: A fundamental change in the basic assumptions and methodologies of a scientific discipline, leading to the adoption of a new framework. 2

Interpretive/descriptive approach: A methodology that focuses on understanding the meanings people assign to their experiences, often using qualitative methods.

Unstructured interviews: A free-flowing conversation between researcher and participant without predetermined questions that must be asked to all participants. Instead, the researcher poses questions depending on the flow of the interview. 6

Focus Group: Group interviews where a researcher asks questions to guide a conversation between participants who are encouraged to share their ideas and information, leading to detailed insights and diverse perspectives on a specific topic.

Grounded theory : A qualitative methodology that generates a theory directly from data collected through iterative analysis.

When social sciences started to emerge in the 17th and 18th centuries, researchers wanted to apply the same quantitative approach that was used in the natural sciences. At this time, there was a predominant belief that human behavior could be numerically analyzed to find objective patterns and would be generalizable to similar people and situations. Using scientific means to understand society is known as a positivist approach. However, in the early 20th century, both natural and social scientists started to criticize this traditional view of research as being too reductive. 2  

In his book, The Structure of Scientific Revolutions, American philosopher Thomas Kuhn identified that a major paradigm shift was starting to occur. Earlier methods of science were being questioned and replaced with new ways of approaching research which suggested that true objectivity was not possible when studying human behavior. Rather, the importance of context meant research on one group could not be generalized to all groups. 2 Numbers alone were deemed insufficient for understanding the environment surrounding human behavior which was now seen as a crucial piece of the puzzle. Along with this paradigm shift, Western scholars began to take an interest in ethnography , wanting to understand the customs, practices, and behaviors of other cultures. 

Qualitative research became more prominent throughout the 20th century, expanding beyond anthropology and ethnography to being applied across all forms of research; in science, psychology, marketing—the list goes on. Paul Felix Lazarsfield, Austrian-American sociologist and mathematician often known as the father of qualitative research, popularized new methods such as unstructured interviews and group discussions. 7 During the 1940s, Lazarfield brought attention to the fact that humans are not always rational decision-makers, making them difficult to understand through numerical data alone.

The 1920s saw the invention of symbolic interaction theory, developed by George Herbert Mead. Symbolic interaction theory posits society as the product of shared symbols such as language. People attach meanings to these symbols which impacts the way they understand and communicate with the world around them, helping to create and maintain a society. 4 Critical theory was also developed in the 1920s at the University of Frankfurt Institute for Social Research. Following the challenge of positivism, critical theory is a worldview that there is no unitary or objective “truth” about people that can be discovered, as human experience is shaped by social, cultural, and historical contexts. By shedding light on the human experience, it hopes to highlight the role of power, ideology, and social structures in shaping humans, and using this knowledge to create change. 5

Other formalized theories were proposed during the 20th century, such as grounded theory , where researchers started gathering data to form a hypothesis, rather than the other way around. This represented a stark contrast to positivist approaches that had dominated the 17th and 18th centuries.

The 1950s marked a shift toward a more interpretive and descriptive approach which factored in how people make sense of their subjective reality and attach meaning to it. 2 Researchers began to recognize that the why of human behavior was just as important as the what . Max Weber, a German sociologist, laid the foundation of the interpretive approach through the concept of Verstehen (which in English translates to understanding), emphasizing the importance of interpreting the significance people attach to their behavior. 8 With the shift to an interpretive and descriptive approach came the rise of phenomenology, which emphasizes first-person experiences by studying how individuals perceive, experience, and interpret the world around them. 

Today, in the age of big data, qualitative research has boomed, as advancements in digital tools allow researchers to gather vast amounts of data (both qualitative and quantitative), helping us better understand complex social phenomena. Social media patterns can be analyzed to understand public sentiment, consumer behavior, and cultural trends to grasp how people attach subjective meaning to their reality. There is even an emerging field of digital ethnography which is entirely focused on how humans interact and communicate in virtual environments!

Thomas Kuhn

American philosopher who suggested that science does not evolve through merely an addition of knowledge by compiling new learnings onto existing theories, but instead undergoes paradigm shifts where new theories and methodologies replace old ones. In this way, Kuhn suggested that science is a reflection of a community at a particular point in time. 9

Paul Felix Lazarsfeld

Often referred to as the father of qualitative research, Austrian-American sociologist and mathematician Paul Lazarsfield helped to develop modern empirical methods of conducting research in the social sciences such as surveys, opinion polling, and panel studies. Lazarsfeld was best known for combining qualitative and quantitative research to explore America's voting habits and behaviors related to mass communication, such as newspapers, magazines, and radios. 10  

German sociologist and political economist known for his sociological approach of “Verstehen” which emphasized the need to understand individuals or groups by exploring the meanings that people attach to their decisions. While previously, qualitative researchers in ethnography acted like an outside observer to explain behavior from their point of view, Weber believed that an empathetic understanding of behavior, that explored both intent and context, was crucial to truly understanding behavior. 11  

George Herbert Mead

Widely recognized as the father of symbolic interaction theory, Mead was an American philosopher and sociologist who took an interest in how spoken language and symbols contribute to one’s idea of self, and to society at large. 4

Consequences

Humans are incredibly complex beings, whose behaviors cannot always be reduced to mere numbers and statistics. Qualitative research acknowledges this inherent complexity and can be used to better capture the diversity of human and social realities. 

Qualitative research is also more flexible—it allows researchers to pivot as they uncover new insights. Instead of approaching the study with predetermined hypotheses, oftentimes, researchers let the data speak for itself and are not limited by a set of predefined questions. It can highlight new areas that a researcher hadn’t even thought of exploring. 

By providing a deeper explanation of not only what we do, but why we do it, qualitative research can be used to inform policy-making, educational practices, healthcare approaches, and marketing tactics. For instance, while quantitative research tells us how many people are smokers, qualitative research explores what, exactly, is driving them to smoke in the first place. If the research reveals that it is because they are unaware of the gravity of the consequences, efforts can be made to emphasize the risks, such as by placing warnings on cigarette cartons. 

Finally, qualitative research helps to amplify the voices of marginalized or underrepresented groups. Researchers who embrace a true “Verstehen” mentality resist applying their own worldview to the subjects they study, but instead seek to understand the meaning people attach to their own behaviors. In bringing forward other worldviews, qualitative research can help to shift perceptions and increase awareness of social issues. For example, while quantitative research may show that mental health conditions are more prevalent for a certain group, along with the access they have to mental health resources, qualitative research is able to explain the lived experiences of these individuals and uncover what barriers they are facing to getting help. This qualitative approach can support governments and health organizations to better design mental health services tailored to the communities they exist in.

Controversies

Qualitative research aims to understand an individual’s lived experience, which although provides deeper insights, can make it hard to generalize to a larger population. While someone in a focus group could say they pick Doritos over Pringles because they prefer the packaging, it’s difficult for a researcher to know if this is universally applicable, or just one person’s preference. 12 This challenge makes it difficult to replicate qualitative research because it involves context-specific findings and subjective interpretation. 

Moreover, there can be bias in sample selection when conducting qualitative research. Individuals who put themselves forward to be part of a focus group or interview may hold strong opinions they want to share, making the insights gathered from their answers not necessarily reflective of the general population. 13 People may also give answers that they think researchers are looking for leading to skewed results, which is a common example of the observer expectancy effect . 

However, the bias in this interaction can go both ways. While researchers are encouraged to embrace “Verstehen,” there is a possibility that they project their own views onto their participants. For example, if an American researcher is studying eating habits in China and observes someone burping, they may attribute this behavior to rudeness—when in fact, burping can be a sign that you have enjoyed your meal and it is a compliment to the chef. One way to mitigate this risk is through thick description , noting a great amount of contextual detail in their observations. Another way to minimize the researcher’s bias on their observations is through member checking , returning results to participants to check if they feel they accurately capture their experience.

Another drawback of qualitative research is that it is time-consuming. Focus groups and unstructured interviews take longer and are more difficult to logistically arrange, and the data gathered is harder to analyze as it goes beyond numerical data. While advances in technology alleviate some of these labor-intensive processes, they still require more resources. 

Many of these drawbacks can be mitigated through a mixed-method approach, combining both qualitative and quantitative research. Qualitative research can be a good starting point, giving depth and contextual understanding to a behavior, before turning to quantitative data to see if the results are generalizable. Or, the opposite direction can be used—quantitative research can show us the “what,” identifying patterns and correlations, and researchers can then better understand the “why” behind behavior by leveraging qualitative methods. Triangulation —using multiple datasets, methods, or theories—is another way to help researchers avoid bias. 

Linking Adult Behaviors to Childhood Experiences

In the mid-1980s, an obesity program at the KP San Diego Department of Preventive Medicine had a high dropout rate. What was interesting is that a majority of the dropouts were successfully losing weight, posing the question of why they were leaving the program in the first place. In this instance, greater investigation was required to understand the why behind their behaviors.

Researchers conducted in-depth interviews with almost 200 dropouts, finding that many of them had experienced childhood abuse that had led to obesity. In this unfortunate scenario, obesity was a consequence of another problem, rather than the root problem itself. This led Dr. Vincent J. Felitti, who was working for the department, to launch the Adverse Childhood Experiences (ACE) Study, aimed at exploring how childhood experiences impact adult health status. 

Felitti and the Department of Preventive Medicine studied over 17,000 adults with health plans that revealed a strong relationship between emotional experiences as children and negative health behaviors as adults, such as obesity, smoking, and intravenous drug use. This study demonstrates the importance of qualitative research to uncover correlations that would not be discovered by merely looking at numerical data. 14  

Understanding Voter Turnout

Voting is usually considered an important part of political participation in a democracy. However, voter turnout is an issue in many countries, including the US. While quantitative research can tell us how many people vote, it does not provide insights into why people choose to vote or not.

With this in mind, Dawn Merdelin Johnson, a PhD student in philosophy at Walden University, explored how public corruption has impacted voter turnout in Cook County, Illinois. Johnson conducted semi-structured telephone interviews to understand factors that contribute to low voter turnout and the impact of public corruption on voting behaviors. Johnson found that public corruption leads to voters believing public officials prioritize their own well-being over the good of the people, leading to distrust in candidates and the overall political system, and thus making people less likely to vote. Other themes revealed that to increase voter turnout, voting should be more convenient and supply more information about the candidates to help people make more informed decisions.

From these findings, Johnson suggested that the County could experience greater voter turnout through the development of an anti-corruption agency, improved voter registration and maintenance, and enhanced voting accessibility. These initiatives would boost voting engagement and positively impact democratic participation. 15

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• Versta Research. (n.d.). Bridging the quantitative-qualitative gap . Versta Research. Retrieved August 17, 2024, from https://verstaresearch.com/newsletters/bridging-the-quantitative-qualitative-gap/
• Merriam, S. B., & Tisdell, E. J. (2015). Qualitative research: A guide to design and implementation (4th ed.). Jossey-Bass.
• Smith, D. W. (2018). Phenomenology. In E. N. Zalta (Ed.), Stanford Encyclopedia of Philosophy . Retrieved from https://plato.stanford.edu/entries/phenomenology/#HistVariPhen
• Nickerson, C. (2023, October 16). Symbolic interaction theory . Simply Psychology. https://www.simplypsychology.org/symbolic-interaction-theory.html
• DePoy, E., & Gitlin, L. N. (2016). Introduction to research (5th ed.). Elsevier.
• ATLAS.ti. (n.d.). Unstructured interviews . ATLAS.ti. Retrieved August 17, 2024, from https://atlasti.com/research-hub/unstructured-interviews
• O'Connor, O. (2020, August 14). The history of qualitative research . Medium. https://oliconner.medium.com/the-history-of-qualitative-research-f6e07c58e439
• Sociology Institute. (n.d.). Max Weber: Interpretive sociology & legacy . Sociology Institute. Retrieved August 18, 2024, from https://sociology.institute/introduction-to-sociology/max-weber-interpretive-sociology-legacy
• Kuhn, T. S. (2012). The structure of scientific revolutions (4th ed.). University of Chicago Press.
• Encyclopaedia Britannica. (n.d.). Paul Felix Lazarsfeld . Encyclopaedia Britannica. Retrieved August 17, 2024, from https://www.britannica.com/biography/Paul-Felix-Lazarsfeld
• Nickerson, C. (2019). Verstehen in Sociology: Empathetic Understanding . Simply Psychology. Retrieved August 18, 2024, from: https://www.simplypsychology.org/verstehen.html
• Omniconvert. (2021, October 4). Qualitative research: Definition, methodology, limitations, and examples . Omniconvert. https://www.omniconvert.com/blog/qualitative-research-definition-methodology-limitation-examples/
• Vaughan, T. (2021, August 5). 10 advantages and disadvantages of qualitative research . Poppulo. https://www.poppulo.com/blog/10-advantages-and-disadvantages-of-qualitative-research
• Felitti, V. J. (2002). The relation between adverse childhood experiences and adult health: Turning gold into lead. The Permanente Journal, 6 (1), 44–47. https://www.thepermanentejournal.org/doi/10.7812/TPP/02.994
• Johnson, D. M. (2024). Voters' perception of public corruption and low voter turnout: A qualitative case study of Cook County (Doctoral dissertation). Walden University.

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Emilie Rose Jones

Emilie currently works in Marketing & Communications for a non-profit organization based in Toronto, Ontario. She completed her Masters of English Literature at UBC in 2021, where she focused on Indigenous and Canadian Literature. Emilie has a passion for writing and behavioural psychology and is always looking for opportunities to make knowledge more accessible. 

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Qualitative VS Quantitative Definition – Research Methods and Data

When undertaking any type of research study, the data collected will fall into one of two categories: qualitative or quantitative. But what exactly is the difference between these two data types and research methodologies?

Put simply, quantitative data deals with numbers, objective facts and measurable statistics. For example, quantitative data provides specifics on values like website traffic metrics, sales figures, survey response rates, operational costs, etc.

Qualitative data , on the other hand, reveals deeper insights into people‘s subjective perspectives, experiences, beliefs and behaviors. Instead of numbers, qualitative findings are expressed through detailed observations, interviews, focus groups and more.

Now let‘s explore both types of research to understand how and when to apply these methodologies.

Qualitative Research: An In-Depth Perspective

The purpose of qualitative research is to comprehend human behaviors, opinions, motivations and tendencies through an in-depth exploratory approach. Qualitative studies generally seek to answer "why" and "how" questions to uncover deeper meaning and patterns.

Key Features of Qualitative Research

• Exploratory and open-ended data collection
• Subjective, experiential and perception-based findings
• Textual, audio and visual data representation
• Smaller purposeful sample sizes with participants studied in-depth
• Findings provide understanding and context around human behaviors

Some examples of popular qualitative methods include:

• In-depth interviews – Open discussions exploring perspectives
• Focus groups – Facilitated group discussions
• Ethnographic research – Observing behaviors in natural environments
• Content analysis – Studying documents, images, videos, etc.
• Open-ended surveys or questionnaires – Subjective questions

The benefit of these techniques is collecting elaborate and descriptive qualitative data based on personal experiences rather than just objective facts and figures. This reveals not just what research participants are doing but more importantly, why they think, feel and act in certain ways.

For example, an open-ended survey may find that 52% of respondents felt "happy" about using a particular smartphone brand. But in-depth interviews would help uncover exactly why they feel this way by collecting descriptive details on their user experience.

In essence, qualitative techniques like interviews and ethnographic studies add crucial context . This allows us to delve deeper into research problems to gain meaningful insights.

Quantitative Research: A Data-Driven Approach

Unlike qualitative methods, quantitative research relies primarily on the collection and analysis of objective, measurable numerical data. This structured empirical evidence is then manipulated using statistical, graphical and mathematical techniques to derive patterns, trends and conclusions.

Key Aspects of Quantitative Research

• Numerical, measurable and quantifiable data
• Objective facts and empirical evidence
• Statistical, mathematical or computational analysis
• Larger randomized sample sizes to generalize findings
• Research aims to prove, disprove or lend support to existing theories

Some examples of quantitative methods include:

• Closed-ended surveys with numeric rating scales
• Multiple choice/dichotomous questionnaires
• Counting behaviors, events or attributes as frequencies
• Scientific experiments generating stats and figures
• Economic and marketing modeling based on historical data

For instance, an online survey may find that 74% of respondents rate a particular laptop 4 or higher on a 5-point scale for quality. Or an experiment might determine that a revised checkout process increases e-commerce conversion rates by 14.5%.

The benefit of quantitative data is that it generates hard numbers and statistics that allow objective measurement and comparison between groups or changes over time. But the limitation is it lacks detailed insights into the subjective reasons and context behind the data.

Qualitative vs. Quantitative: A Comparison

Is Qualitative or Quantitative Research Better?

Qualitative and quantitative methodologies have differing strengths and limitations. Expert researchers argue both approaches play an invaluable role when combined effectively .

Qualitative research allows rich exploration of perceptions, motivations and ideas through open-ended inquiry. This generates impactful insights but typically with smaller sample sizes focused on depth over breadth.

Quantitative statistically analyzes empirical evidence to uncover patterns and test hypotheses. This lends generalizable support to relationships between variables but risks losing contextual qualitative detail.

In short, qualitative informs the human perspectives while quantitative informs the overarching trends. Together this approaches a problem from both a granular and big-picture level for robust conclusions.

Integrating Mixed Research Methods

Mixing qualitative and quantitative techniques leverages the strengths while minimizing the weaknesses of both approaches. This integration can happen sequentially in phases or concurrently in parallel strands:

Sequential Mixed Methods

• Initial exploratory qualitative data collection via interviews, ethnography etc.
• Develop hypotheses and theories based on qualitative findings
• Follow up with quantitative research to test hypotheses
• Interpret how quantitative results explain qualitative discoveries

Concurrent Mixed Methods

• Simultaneously collect both qualitative and quantitative data
• Merge findings to provide a comprehensive analysis
• Compare results between sources to cross-validate conclusions

This intermixing provides corroboration between subjective qualitative themes and hard quantitative figures to produce actionable insights.

Let‘s look at two examples of effective mixed methods research approaches.

Applied Examples of Mixed Methods

Hospital patient experience analysis.

A hospital administrator seeks to improve patient satisfaction rates.

Quantitative Data

• Statistical survey ratings for aspects like room cleanliness, wait times, staff courtesy etc.
• Rankings benchmarked over time and against other hospitals

Qualitative Data

• Patient interviews detailing frustrations, likes/dislikes and emotional journey
• Expert focus groups discussing challenges and brainstorming solutions

Combined Analysis

Statistical survey analysis coupled with patient interview narratives provides a robust perspective into precisely which issues most critically impact patient experience and what solutions may have the greatest impact.

Product Development Research

A technology company designs a new smartphone app prototype.

• App metric tracking showing feature usage frequencies, conversions, churn rates
• In-app surveys measuring ease-of-use ratings on numeric scales
• Moderated focus groups discussing reactions to prototype
• Diary studies capturing user challenges and delights

Metrics prove what features customers interact with most while qualitative findings explain why they choose to use or abandon certain app functions. This drives effective product refinement.

As demonstrated, thoughtfully blending quantitative and qualitative techniques can provide powerful multifaceted insights.

Tying It All Together: A Nuanced Perspective

Qualitative and quantitative research encompass differing but complementary methodological paradigms for understanding our world through data.

Qualitative research allows inquiry into the depths of human complexities – perceptions, stories, symbols and meanings. Meanwhile, quantitative methods enable us to zoom out and systematically analyze empirical patterns.

Leveraging both modes of discovery provides a nuanced perspective for unlocking insights. As analyst John Tukey noted, "The combination of some data and an aching desire for an answer does not ensure that a reasonable answer can be extracted from a given body of data."

Rather than blindly following statistics alone, factoring in qualitative details allows us to carefully interpret the context and meaning behind the numbers.

In closing, elegantly integrating quantitative precision with qualitative awareness offers a multilayered lens for conducting research and driving data-savvy decisions.

Dr. Alex Mitchell is a dedicated coding instructor with a deep passion for teaching and a wealth of experience in computer science education. As a university professor, Dr. Mitchell has played a pivotal role in shaping the coding skills of countless students, helping them navigate the intricate world of programming languages and software development.

Beyond the classroom, Dr. Mitchell is an active contributor to the freeCodeCamp community, where he regularly shares his expertise through tutorials, code examples, and practical insights. His teaching repertoire includes a wide range of languages and frameworks, such as Python, JavaScript, Next.js, and React, which he presents in an accessible and engaging manner.

Dr. Mitchell’s approach to teaching blends academic rigor with real-world applications, ensuring that his students not only understand the theory but also how to apply it effectively. His commitment to education and his ability to simplify complex topics have made him a respected figure in both the university and online learning communities.

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Home » 500+ Quantitative Research Titles and Topics

500+ Quantitative Research Titles and Topics

Table of Contents

Quantitative research involves collecting and analyzing numerical data to identify patterns, trends, and relationships among variables. This method is widely used in social sciences, psychology , economics , and other fields where researchers aim to understand human behavior and phenomena through statistical analysis. If you are looking for a quantitative research topic, there are numerous areas to explore, from analyzing data on a specific population to studying the effects of a particular intervention or treatment. In this post, we will provide some ideas for quantitative research topics that may inspire you and help you narrow down your interests.

Quantitative Research Titles

Quantitative Research Titles are as follows:

Business and Economics

• “Statistical Analysis of Supply Chain Disruptions on Retail Sales”
• “Quantitative Examination of Consumer Loyalty Programs in the Fast Food Industry”
• “Predicting Stock Market Trends Using Machine Learning Algorithms”
• “Influence of Workplace Environment on Employee Productivity: A Quantitative Study”
• “Impact of Economic Policies on Small Businesses: A Regression Analysis”
• “Customer Satisfaction and Profit Margins: A Quantitative Correlation Study”
• “Analyzing the Role of Marketing in Brand Recognition: A Statistical Overview”
• “Quantitative Effects of Corporate Social Responsibility on Consumer Trust”
• “Price Elasticity of Demand for Luxury Goods: A Case Study”
• “The Relationship Between Fiscal Policy and Inflation Rates: A Time-Series Analysis”
• “Factors Influencing E-commerce Conversion Rates: A Quantitative Exploration”
• “Examining the Correlation Between Interest Rates and Consumer Spending”
• “Standardized Testing and Academic Performance: A Quantitative Evaluation”
• “Teaching Strategies and Student Learning Outcomes in Secondary Schools: A Quantitative Study”
• “The Relationship Between Extracurricular Activities and Academic Success”
• “Influence of Parental Involvement on Children’s Educational Achievements”
• “Digital Literacy in Primary Schools: A Quantitative Assessment”
• “Learning Outcomes in Blended vs. Traditional Classrooms: A Comparative Analysis”
• “Correlation Between Teacher Experience and Student Success Rates”
• “Analyzing the Impact of Classroom Technology on Reading Comprehension”
• “Gender Differences in STEM Fields: A Quantitative Analysis of Enrollment Data”
• “The Relationship Between Homework Load and Academic Burnout”
• “Assessment of Special Education Programs in Public Schools”
• “Role of Peer Tutoring in Improving Academic Performance: A Quantitative Study”

Medicine and Health Sciences

• “The Impact of Sleep Duration on Cardiovascular Health: A Cross-sectional Study”
• “Analyzing the Efficacy of Various Antidepressants: A Meta-Analysis”
• “Patient Satisfaction in Telehealth Services: A Quantitative Assessment”
• “Dietary Habits and Incidence of Heart Disease: A Quantitative Review”
• “Correlations Between Stress Levels and Immune System Functioning”
• “Smoking and Lung Function: A Quantitative Analysis”
• “Influence of Physical Activity on Mental Health in Older Adults”
• “Antibiotic Resistance Patterns in Community Hospitals: A Quantitative Study”
• “The Efficacy of Vaccination Programs in Controlling Disease Spread: A Time-Series Analysis”
• “Role of Social Determinants in Health Outcomes: A Quantitative Exploration”
• “Impact of Hospital Design on Patient Recovery Rates”
• “Quantitative Analysis of Dietary Choices and Obesity Rates in Children”

Social Sciences

• “Examining Social Inequality through Wage Distribution: A Quantitative Study”
• “Impact of Parental Divorce on Child Development: A Longitudinal Study”
• “Social Media and its Effect on Political Polarization: A Quantitative Analysis”
• “The Relationship Between Religion and Social Attitudes: A Statistical Overview”
• “Influence of Socioeconomic Status on Educational Achievement”
• “Quantifying the Effects of Community Programs on Crime Reduction”
• “Public Opinion and Immigration Policies: A Quantitative Exploration”
• “Analyzing the Gender Representation in Political Offices: A Quantitative Study”
• “Impact of Mass Media on Public Opinion: A Regression Analysis”
• “Influence of Urban Design on Social Interactions in Communities”
• “The Role of Social Support in Mental Health Outcomes: A Quantitative Analysis”
• “Examining the Relationship Between Substance Abuse and Employment Status”

Engineering and Technology

• “Performance Evaluation of Different Machine Learning Algorithms in Autonomous Vehicles”
• “Material Science: A Quantitative Analysis of Stress-Strain Properties in Various Alloys”
• “Impacts of Data Center Cooling Solutions on Energy Consumption”
• “Analyzing the Reliability of Renewable Energy Sources in Grid Management”
• “Optimization of 5G Network Performance: A Quantitative Assessment”
• “Quantifying the Effects of Aerodynamics on Fuel Efficiency in Commercial Airplanes”
• “The Relationship Between Software Complexity and Bug Frequency”
• “Machine Learning in Predictive Maintenance: A Quantitative Analysis”
• “Wearable Technologies and their Impact on Healthcare Monitoring”
• “Quantitative Assessment of Cybersecurity Measures in Financial Institutions”
• “Analysis of Noise Pollution from Urban Transportation Systems”
• “The Influence of Architectural Design on Energy Efficiency in Buildings”

Quantitative Research Topics

Quantitative Research Topics are as follows:

• The effects of social media on self-esteem among teenagers.
• A comparative study of academic achievement among students of single-sex and co-educational schools.
• The impact of gender on leadership styles in the workplace.
• The correlation between parental involvement and academic performance of students.
• The effect of mindfulness meditation on stress levels in college students.
• The relationship between employee motivation and job satisfaction.
• The effectiveness of online learning compared to traditional classroom learning.
• The correlation between sleep duration and academic performance among college students.
• The impact of exercise on mental health among adults.
• The relationship between social support and psychological well-being among cancer patients.
• The effect of caffeine consumption on sleep quality.
• A comparative study of the effectiveness of cognitive-behavioral therapy and pharmacotherapy in treating depression.
• The relationship between physical attractiveness and job opportunities.
• The correlation between smartphone addiction and academic performance among high school students.
• The impact of music on memory recall among adults.
• The effectiveness of parental control software in limiting children’s online activity.
• The relationship between social media use and body image dissatisfaction among young adults.
• The correlation between academic achievement and parental involvement among minority students.
• The impact of early childhood education on academic performance in later years.
• The effectiveness of employee training and development programs in improving organizational performance.
• The relationship between socioeconomic status and access to healthcare services.
• The correlation between social support and academic achievement among college students.
• The impact of technology on communication skills among children.
• The effectiveness of mindfulness-based stress reduction programs in reducing symptoms of anxiety and depression.
• The relationship between employee turnover and organizational culture.
• The correlation between job satisfaction and employee engagement.
• The impact of video game violence on aggressive behavior among children.
• The effectiveness of nutritional education in promoting healthy eating habits among adolescents.
• The relationship between bullying and academic performance among middle school students.
• The correlation between teacher expectations and student achievement.
• The impact of gender stereotypes on career choices among high school students.
• The effectiveness of anger management programs in reducing violent behavior.
• The relationship between social support and recovery from substance abuse.
• The correlation between parent-child communication and adolescent drug use.
• The impact of technology on family relationships.
• The effectiveness of smoking cessation programs in promoting long-term abstinence.
• The relationship between personality traits and academic achievement.
• The correlation between stress and job performance among healthcare professionals.
• The impact of online privacy concerns on social media use.
• The effectiveness of cognitive-behavioral therapy in treating anxiety disorders.
• The relationship between teacher feedback and student motivation.
• The correlation between physical activity and academic performance among elementary school students.
• The impact of parental divorce on academic achievement among children.
• The effectiveness of diversity training in improving workplace relationships.
• The relationship between childhood trauma and adult mental health.
• The correlation between parental involvement and substance abuse among adolescents.
• The impact of social media use on romantic relationships among young adults.
• The effectiveness of assertiveness training in improving communication skills.
• The relationship between parental expectations and academic achievement among high school students.
• The correlation between sleep quality and mood among adults.
• The impact of video game addiction on academic performance among college students.
• The effectiveness of group therapy in treating eating disorders.
• The relationship between job stress and job performance among teachers.
• The correlation between mindfulness and emotional regulation.
• The impact of social media use on self-esteem among college students.
• The effectiveness of parent-teacher communication in promoting academic achievement among elementary school students.
• The impact of renewable energy policies on carbon emissions
• The relationship between employee motivation and job performance
• The effectiveness of psychotherapy in treating eating disorders
• The correlation between physical activity and cognitive function in older adults
• The effect of childhood poverty on adult health outcomes
• The impact of urbanization on biodiversity conservation
• The relationship between work-life balance and employee job satisfaction
• The effectiveness of eye movement desensitization and reprocessing (EMDR) in treating trauma
• The correlation between parenting styles and child behavior
• The effect of social media on political polarization
• The impact of foreign aid on economic development
• The relationship between workplace diversity and organizational performance
• The effectiveness of dialectical behavior therapy in treating borderline personality disorder
• The correlation between childhood abuse and adult mental health outcomes
• The effect of sleep deprivation on cognitive function
• The impact of trade policies on international trade and economic growth
• The relationship between employee engagement and organizational commitment
• The effectiveness of cognitive therapy in treating postpartum depression
• The correlation between family meals and child obesity rates
• The effect of parental involvement in sports on child athletic performance
• The impact of social entrepreneurship on sustainable development
• The relationship between emotional labor and job burnout
• The effectiveness of art therapy in treating dementia
• The correlation between social media use and academic procrastination
• The effect of poverty on childhood educational attainment
• The impact of urban green spaces on mental health
• The relationship between job insecurity and employee well-being
• The effectiveness of virtual reality exposure therapy in treating anxiety disorders
• The correlation between childhood trauma and substance abuse
• The effect of screen time on children’s social skills
• The impact of trade unions on employee job satisfaction
• The relationship between cultural intelligence and cross-cultural communication
• The effectiveness of acceptance and commitment therapy in treating chronic pain
• The correlation between childhood obesity and adult health outcomes
• The effect of gender diversity on corporate performance
• The impact of environmental regulations on industry competitiveness.
• The impact of renewable energy policies on greenhouse gas emissions
• The relationship between workplace diversity and team performance
• The effectiveness of group therapy in treating substance abuse
• The correlation between parental involvement and social skills in early childhood
• The effect of technology use on sleep patterns
• The impact of government regulations on small business growth
• The relationship between job satisfaction and employee turnover
• The effectiveness of virtual reality therapy in treating anxiety disorders
• The correlation between parental involvement and academic motivation in adolescents
• The effect of social media on political engagement
• The impact of urbanization on mental health
• The relationship between corporate social responsibility and consumer trust
• The correlation between early childhood education and social-emotional development
• The effect of screen time on cognitive development in young children
• The impact of trade policies on global economic growth
• The relationship between workplace diversity and innovation
• The effectiveness of family therapy in treating eating disorders
• The correlation between parental involvement and college persistence
• The effect of social media on body image and self-esteem
• The impact of environmental regulations on business competitiveness
• The relationship between job autonomy and job satisfaction
• The effectiveness of virtual reality therapy in treating phobias
• The correlation between parental involvement and academic achievement in college
• The effect of social media on sleep quality
• The impact of immigration policies on social integration
• The relationship between workplace diversity and employee well-being
• The effectiveness of psychodynamic therapy in treating personality disorders
• The correlation between early childhood education and executive function skills
• The effect of parental involvement on STEM education outcomes
• The impact of trade policies on domestic employment rates
• The relationship between job insecurity and mental health
• The effectiveness of exposure therapy in treating PTSD
• The correlation between parental involvement and social mobility
• The effect of social media on intergroup relations
• The impact of urbanization on air pollution and respiratory health.
• The relationship between emotional intelligence and leadership effectiveness
• The effectiveness of cognitive-behavioral therapy in treating depression
• The correlation between early childhood education and language development
• The effect of parental involvement on academic achievement in STEM fields
• The impact of trade policies on income inequality
• The relationship between workplace diversity and customer satisfaction
• The effectiveness of mindfulness-based therapy in treating anxiety disorders
• The correlation between parental involvement and civic engagement in adolescents
• The effect of social media on mental health among teenagers
• The impact of public transportation policies on traffic congestion
• The relationship between job stress and job performance
• The effectiveness of group therapy in treating depression
• The correlation between early childhood education and cognitive development
• The effect of parental involvement on academic motivation in college
• The impact of environmental regulations on energy consumption
• The relationship between workplace diversity and employee engagement
• The effectiveness of art therapy in treating PTSD
• The correlation between parental involvement and academic success in vocational education
• The effect of social media on academic achievement in college
• The impact of tax policies on economic growth
• The relationship between job flexibility and work-life balance
• The effectiveness of acceptance and commitment therapy in treating anxiety disorders
• The correlation between early childhood education and social competence
• The effect of parental involvement on career readiness in high school
• The impact of immigration policies on crime rates
• The relationship between workplace diversity and employee retention
• The effectiveness of play therapy in treating trauma
• The correlation between parental involvement and academic success in online learning
• The effect of social media on body dissatisfaction among women
• The impact of urbanization on public health infrastructure
• The relationship between job satisfaction and job performance
• The effectiveness of eye movement desensitization and reprocessing therapy in treating PTSD
• The correlation between early childhood education and social skills in adolescence
• The effect of parental involvement on academic achievement in the arts
• The impact of trade policies on foreign investment
• The relationship between workplace diversity and decision-making
• The effectiveness of exposure and response prevention therapy in treating OCD
• The correlation between parental involvement and academic success in special education
• The impact of zoning laws on affordable housing
• The relationship between job design and employee motivation
• The effectiveness of cognitive rehabilitation therapy in treating traumatic brain injury
• The correlation between early childhood education and social-emotional learning
• The effect of parental involvement on academic achievement in foreign language learning
• The impact of trade policies on the environment
• The relationship between workplace diversity and creativity
• The effectiveness of emotion-focused therapy in treating relationship problems
• The correlation between parental involvement and academic success in music education
• The effect of social media on interpersonal communication skills
• The impact of public health campaigns on health behaviors
• The relationship between job resources and job stress
• The effectiveness of equine therapy in treating substance abuse
• The correlation between early childhood education and self-regulation
• The effect of parental involvement on academic achievement in physical education
• The impact of immigration policies on cultural assimilation
• The relationship between workplace diversity and conflict resolution
• The effectiveness of schema therapy in treating personality disorders
• The correlation between parental involvement and academic success in career and technical education
• The effect of social media on trust in government institutions
• The impact of urbanization on public transportation systems
• The relationship between job demands and job stress
• The correlation between early childhood education and executive functioning
• The effect of parental involvement on academic achievement in computer science
• The effectiveness of cognitive processing therapy in treating PTSD
• The correlation between parental involvement and academic success in homeschooling
• The effect of social media on cyberbullying behavior
• The impact of urbanization on air quality
• The effectiveness of dance therapy in treating anxiety disorders
• The correlation between early childhood education and math achievement
• The effect of parental involvement on academic achievement in health education
• The impact of global warming on agriculture
• The effectiveness of narrative therapy in treating depression
• The correlation between parental involvement and academic success in character education
• The effect of social media on political participation
• The impact of technology on job displacement
• The relationship between job resources and job satisfaction
• The effectiveness of art therapy in treating addiction
• The correlation between early childhood education and reading comprehension
• The effect of parental involvement on academic achievement in environmental education
• The impact of income inequality on social mobility
• The relationship between workplace diversity and organizational culture
• The effectiveness of solution-focused brief therapy in treating anxiety disorders
• The correlation between parental involvement and academic success in physical therapy education
• The effect of social media on misinformation
• The impact of green energy policies on economic growth
• The relationship between job demands and employee well-being
• The correlation between early childhood education and science achievement
• The effect of parental involvement on academic achievement in religious education
• The impact of gender diversity on corporate governance
• The relationship between workplace diversity and ethical decision-making
• The correlation between parental involvement and academic success in dental hygiene education
• The effect of social media on self-esteem among adolescents
• The impact of renewable energy policies on energy security
• The effect of parental involvement on academic achievement in social studies
• The impact of trade policies on job growth
• The relationship between workplace diversity and leadership styles
• The correlation between parental involvement and academic success in online vocational training
• The effect of social media on self-esteem among men
• The impact of urbanization on air pollution levels
• The effectiveness of music therapy in treating depression
• The correlation between early childhood education and math skills
• The effect of parental involvement on academic achievement in language arts
• The impact of immigration policies on labor market outcomes
• The effectiveness of hypnotherapy in treating phobias
• The effect of social media on political engagement among young adults
• The impact of urbanization on access to green spaces
• The relationship between job crafting and job satisfaction
• The effectiveness of exposure therapy in treating specific phobias
• The correlation between early childhood education and spatial reasoning
• The effect of parental involvement on academic achievement in business education
• The impact of trade policies on economic inequality
• The effectiveness of narrative therapy in treating PTSD
• The correlation between parental involvement and academic success in nursing education
• The effect of social media on sleep quality among adolescents
• The impact of urbanization on crime rates
• The relationship between job insecurity and turnover intentions
• The effectiveness of pet therapy in treating anxiety disorders
• The correlation between early childhood education and STEM skills
• The effect of parental involvement on academic achievement in culinary education
• The impact of immigration policies on housing affordability
• The relationship between workplace diversity and employee satisfaction
• The effectiveness of mindfulness-based stress reduction in treating chronic pain
• The correlation between parental involvement and academic success in art education
• The effect of social media on academic procrastination among college students
• The impact of urbanization on public safety services.

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Quantitative Research Examples

Updated October 9, 2023

Quantitative Research Examples – Introduction

Quantitative research is a systematic approach to collecting and analyzing data from various sources. It uses statistical, computational, and mathematical methods to extract valuable findings and draw conclusions. In this article, you will see different quantitative research examples, explaining how to collect and analyze data in quantitative research.

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7 Easy Quantitative Research Examples

Let us first see a few simple hypothetical quantitative research examples (Example #1 to Example #4).

Consider a researcher who conducted a quantitative survey among parents of children aged 1-8 years to study how many parents are fine with their children using phones. A total of 150 participated in the survey, where they rated their agreement on a 7-point scale.

Method: To find the average perspective of parents on giving mobile phones to children, the researcher finds the average of all 150 collected values (Sum of all values ÷ 150).

Result : The results of the survey show the following insights:

• The average rating was 4.6, indicating a tendency towards agreement regarding giving mobile phones to children.
• 20% of respondents “strongly agreed” (rated 7), 45% “agreed” (rated 6), and 17% “slightly agreed” (rated 5).
• 13% of respondents were “neutral” (rated 4).
• Only 5% “slightly disagreed” (rated 3), and 0% “disagreed” or “strongly disagreed.”

We can see from the analyzed data that most parents are more likely to provide their children with mobile phones in today’s technological world.

Suppose a startup company, BVN corporation, wants to test their employee’s satisfaction levels. The company divides the employees into six groups of 5 employees each. They then conduct a survey asking the following questions where the answers must range from 1 (lowest) to 10 (highest).

• Are you satisfied with the job?
• What is your level of satisfaction with your work-life balance?
• Would you recommend BVN corporation to other employees?
• Once the employer gathers data from each employee in Group 1, they calculate the average rating for that group. They repeat this process for all the other groups.
• Then, they determine the overall average for each aspect (like job satisfaction or work-life balance) by considering all the groups together.

Result: The following image depicts the rating given by groups and the overall average rating.

The interpretation of the results is as follows.

• The average rating for job satisfaction among all groups is 7.0, meaning that employees are moderately satisfied with their jobs.
• The average rating for work-life balance is 6.3. It means that employees are unsatisfied and the company needs some improvement.
• The average rating for recommendations is 6.7. This score shows that employees have some good feelings towards the company. However, a company can improve its environment or culture to improve the recommendation ratings.

Let’s say a hospital performs quantitative research to analyze how efficient the hospital’s operations are. The hospital conducts a survey to collect data from both doctors and patients.

The survey included questions such as:

• How much time does the doctor take for one patient? (Options: <10 mins, 10 to 30 mins, 30-50 mins, and 50+ mins).
• How often does a patient come into the hospital? (1 time, 2-4 times, 4-8 times, and 8+ times)
• Rate your (patient) satisfaction level (scale of 1 to 10).

Method: After getting all the information, the researcher determines the option that most people choose. For example, if 6 out of 10 people picked “<10 mins” for “How long the doctor spends with each patient?”, that’s what they consider as the average.

Result: The following are the key results from the survey.

• The average time spent by a doctor for one patient varies from 10-30 mins.
• The average number of patient visits per month is 3.
• The average satisfaction of patients following doctor consultations is 7.

Let’s consider an NGO that wants to run an educational program in the village. Their aim is to improve the literacy rate in the village. However, before they launched the program, first, the organization first surveyed the entire village population (N=450) to know how many were likely to participate.

Result: In the survey, the NGO found that Individuals aged 30-45 showed 60% interest, while those below 30 years showed 45% interest, and those above 45 years showed 40% interest. Finally, 50% (225) of the village population participated in the program.

The four examples we just saw were simple hypothetical quantitative research examples. Now, let us see some real-life examples of quantitative research.

In 2015 , researchers conducted an experimental study on the effect of lack of sleep on colds. The study was a two-part experiment conducted on 164 healthy individuals. Participants had to record their one-week bedtime in the first part. In the second part, researchers quarantine the participants in a hotel and give them nose drops containing virus-causing colds, i.e., rhinovirus.

Data collection method: Participants recorded their bedtime, like sleeping and waking up time. Also, researchers used wrist actigraphy data to monitor sleep movement. Blood samples were collected to check the level (number) of rhinovirus antibodies. Tissues with mucus were used as a sign of illness, meaning if a participant used 10g or more tissues, they were sick. Method: The researchers used SPSS , a computer program, and logistic regression to predict which participants got colds and which didn’t. After that, they grouped the participants into categories based on how much they slept and, among those, how many people caught a cold.

Result: A few highlights from the study were as follows:

• Of 164 participants, 124 received the virus, and only 48 among the 124 got sick.
• Individuals who slept less than 5 hours during night-time were 4.5 times more likely to get sick.
• Those who slept 5 -6 hours were 4.2 times more likely to get sick.
• Participants who slept for 7+ hours had very low chances of catching a cold.

The image below shows the correlation between the total % of participants who got the cold and their respective sleeping hours.

In April 2020 , researchers conducted a cross-sectional survey in Bangladesh to explore the total sleep duration, night-time sleep, and daily naptime. 9,730 participants took a survey, including a questionnaire related to socio-demographic variables (age, gender, occupation), behavioral and health factors (smoking, alcohol consumption), depression, suicidal thoughts, night sleep duration, naptime duration, etc.

Data collection method: In this study, researchers collected the data through online survey forms from participants aged 18–64 in Bangladesh.

Analysis tools: SPSS 25.0, Stata 16, ArcGIS 10.7, etc.

Method: The researchers made digital maps of Bangladesh using GIS mapping. They divided the maps into different sections to show nap times, how long people slept at night, and the total sleep duration. They also made another map that revealed how areas with COVID-19 cases related to the amount of sleep people got at night in those places.

Result: Using the GIS maps, the researchers observed the following:

• The study found that 64.7% slept for 7-9 hours at night, and the daily nap duration was 30-60 mins for 43.7% of participants.
• Sleep duration was affected by unemployment, marital status, self-isolation, smoking cigarettes, social media use, financial difficulties, and depression.
• Barisal region had 24% of participants with nap durations over 1 hour, and Rangpur had 67.60% with 7-9 hours of nightly sleep.

A study conducted in Kerman, Iran, in 2010-2011 , wanted to find the correlation between computer games and behavioral problems in adolescent boys. The study involved 384 male school students with a questionnaire and Achenbach’s Youth Self-Report (YSR) to assess their behavior problems. The YSR evaluates various issues, such as anxiety, depression, social problems, and more, comprising 10 categories.

Data collection method: The students filled out the questionnaire form regarding computer game usage, including how likely they were to play those games and if they contained any violent content.

Analysis tools: Bivariate regression, ANOVA, and SPSS 20.0.

Method: In the questionnaire, participants listed their top five favorite video games and rated their frequency of play, the level of violent content, and the presence of violent images on a 7-point scale. To calculate the exposure score, the researchers added the content and image scores and multiplied the result by the play frequency divided by 5.

In the YSR questionnaire, participants rated each game on a 5-point scale. To get dimension scores, the researchers totaled the scores for each item. Finally, they summed up the dimension scores to calculate the total score (all items combined).

Result: The study found that:

• There is a 95% correlation between time spent on computer games and students’ depression/anxiety, social problems, aggressive behavior, and more.
• Researchers observed that 17% showed aggressive behaviors, 12% had depression/anxiety, 9% had rule-breaking problems, and 6.4% had social issues.

Final Thoughts

Quantitative research examples rely on factual information, numerical data, and statistics. Its main advantage lies in the ease of predicting outcomes. Researchers gather information through different tools, equipment, surveys, questionnaires, quantified behaviors, and research methods, among other variables.

Recommended Articles

This article is a complete guide to different quantitative research examples. You can also go through our other suggested articles to learn more.

• Qualitative Research vs. Quantitative Research
• Types of Quantitative Research
• Types of Qualitative Research
• Types of Research Reports

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Methods for Quantitative Research in Psychology

• Conducting Research

Psychological Research

August 2023

This seven-hour course provides a comprehensive exploration of research methodologies, beginning with the foundational steps of the scientific method. Students will learn about hypotheses, experimental design, data collection, and the analysis of results. Emphasis is placed on defining variables accurately, distinguishing between independent, dependent, and controlled variables, and understanding their roles in research.

The course delves into major research designs, including experimental, correlational, and observational studies. Students will compare and contrast these designs, evaluating their strengths and weaknesses in various contexts. This comparison extends to the types of research questions scientists pose, highlighting how different designs are suited to different inquiries.

A critical component of the course is developing the ability to judge the quality of sources for literature reviews. Students will learn criteria for evaluating the credibility, relevance, and reliability of sources, ensuring that their understanding of the research literature is built on a solid foundation.

Reliability and validity are key concepts addressed in the course. Students will explore what it means for an observation to be reliable, focusing on consistency and repeatability. They will also compare and contrast different forms of validity, such as internal, external, construct, and criterion validity, and how these apply to various research designs.

The course concepts are thoroughly couched in examples drawn from the psychological research literature. By the end of the course, students will be equipped with the skills to design robust research studies, critically evaluate sources, and understand the nuances of reliability and validity in scientific research. This knowledge will be essential for conducting high-quality research and contributing to the scientific community.

Learning objectives

• Describe the steps of the scientific method.
• Specify how variables are defined.
• Compare and contrast the major research designs.
• Explain how to judge the quality of a source for a literature review.
• Compare and contrast the kinds of research questions scientists ask.
• Explain what it means for an observation to be reliable.
• Compare and contrast forms of validity as they apply to the major research designs.

This program does not offer CE credit.

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• Identifying Research Articles
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Identifying a Primary or Secondary Research Article

Here are some criteria for evaluating if a research article is primary or secondary:

• Consists of original studies conducted by the authors
• Includes: controlled trials, cohort studies, case studies
• Includes: methods, results, tables, figures
• Consists of assimilated evidence from a number of high-quality primary studies
• Includes: systematic review, meta-analyses, evidence summaries
• May include: methods as a literature review, cited tables, and results from other studies
• Example 1 - Primary or Secondary?
• Example 2 - Primary or Secondary?

Differences Between Qualitative and Quantitative Research

" Quantitative research ," also called " empirical research ," refers to any research based on something that can be accurately and precisely measured.  For example, it is possible to discover exactly how many times per second a hummingbird's wings beat and measure the corresponding effects on its physiology (heart rate, temperature, etc.).

" Qualitative research " refers to any research based on something that is impossible to accurately and precisely measure.  For example, although you certainly can conduct a survey on job satisfaction and afterwards say that such-and-such percent of your respondents were very satisfied with their jobs, it is not possible to come up with an accurate, standard numerical scale to measure the level of job satisfaction precisely.

It is so easy to confuse the words "quantitative" and "qualitative," it's best to use "empirical" and "qualitative" instead.

Hint: An excellent clue that a scholarly journal article contains empirical research is the presence of some sort of statistical analysis .

Examples of Qualitative vs Quantitative

Courtesy of Ebling Library, University of Wisconsin - Madison Health Sciences  

More information on the definitions of the different kinds of studies in medical research is available in this easy-to-understand article on the subject:

Röhrig, B., Prel, J.-B. du, Wachtlin, D., & Blettner, M. (2009). Types of Study in Medical Research . Deutsches Ärzteblatt International. https://doi.org/10.3238/arztebl.2009.0262

What Kind of Article Is This Map

Source: University of Texas at Arlington Library

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Difference Between Qualitative and Quantitative Data

Qualitative and Quantitative Data: Statistics is a subject that deals with the collection, analysis, and representation of collected data. The analytical data derived from methods of statistics are used in the fields of geology, psychology, forecasting, etc.

Quantitative data is numerical, countable, and measurable, providing information on how many, how much, or how often. Qualitative data, however, is descriptive, interpretative, and language-based, helping us understand the reasons, processes, or contexts behind certain behaviors.

In this article, we will discuss qualitative and quantitative data and the differences between qualitative and quantitative data as well.

Qualitative and Quantitative Data

Table of Content

What is Qualitative Data?

Examples of qualitative data, what is quantitative data, examples of quantitative data, difference between qualitative and quantitative data.

The data collected on grounds of categorical variables are qualitative data. Qualitative data are more descriptive and conceptual in nature. It measures the data on the basis of the type of data, collection, or category.

The data collection is based on what type of quality is given. Qualitative data is categorized into different groups based on characteristics. The data obtained from these kinds of analysis or research is used in theorization, perceptions, and developing hypothetical theories. These data are collected from texts, documents, transcripts, audio and video recordings, etc.

Examples of qualitative data include:

• Textual responses from open-ended survey questions
• Observational notes or fieldwork observations
• Interview transcripts
• Photographs or videos
• Personal narratives or case studies

The data collected on the grounds of the numerical variables are quantitative data. Quantitative data are more objective and conclusive in nature. It measures the values and is expressed in numbers. The data collection is based on “how much” is the quantity. The data in quantitative analysis is expressed in numbers so it can be counted or measured. The data is extracted from experiments, surveys, market reports, matrices, etc.

Some examples of quantitative data are:

• Age, Height, Weight, etc.
• Temperature
• Number of siblings
• Test scores
• Stock prices

The key differences between Qualitative and Quantitative Data are:

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Summary – Qualitative and Quantitative Data

Qualitative and quantitative data are two distinct types of data used for analysis. Quantitative data is numerical, countable, and measurable, providing insights into how many, how much, or how often something occurs. It is used for calculations and statistical analysis. In contrast, qualitative data is descriptive and interpretation-based, focusing on understanding the reasons, processes, and contexts behind certain behaviors or phenomena. It is expressed in words rather than numbers, helping to explain the “why” and “how” behind the data. Together, these types of data offer a comprehensive view of research topics, combining numerical analysis with in-depth understanding.

Difference Between Qualitative and Quantitative Data – FAQs

Define qualitative data..

Qualitative data refers to non-numerical information that describes qualities or characteristics. It is typically descriptive and can include things like observations, interviews, and open-ended survey responses.

Define quantitative data.

Quantitative data consists of numerical information that can be measured and counted. It deals with quantities and amounts and is often analyzed using statistical methods.

What are some examples of qualitative data?

Examples of qualitative data include: Interview transcripts Observational notes Open-ended survey responses Photographs Videos

What are some examples of quantitative data?

Examples of quantitative data include: Height, Weight, Age, etc. Scores on standardized tests Number of products sold Temperature readings

Write difference between Qualitative and Quantitative data.

Qualitative data are descriptive and conceptual whereas, quantitative data is expressed in numbers that can be measured or counted.

What are the types of quantitative data?

 The types of quantitative data are Discrete quantitative data: It is the form of data that is fixed and cannot be broken down further. Continuous quantitative data: It is the form of data that can be continued and also broken down into smaller units.

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Research Design: Qualitative, Quantitative, and Mixed Methods Approaches 5th Edition

This bestselling text pioneered the comparison of qualitative, quantitative, and mixed methods research design. For all three approaches, John W. Creswell and new co author J. David Creswell include a preliminary consideration of philosophical assumptions; key elements of the research process; a review of the literature; an assessment of the use of theory in research applications, and reflections about the importance of writing and ethics in scholarly inquiry. New to this Edition

• Updated discussion on designing a proposal for a research project and on the steps in designing a research study.  
• Additional content on epistemological and ontological positioning in relation to the research question and chosen methodology and method. 
• Additional updates on the transformative worldview. 
• Expanded coverage on specific approaches such as case studies, participatory action research, and visual methods. 
• Additional information about social media, online qualitative methods, and mentoring and reflexivity in qualitative methods. 
• Incorporation of action research and program evaluation in mixed methods and coverage of the latest advances in the mixed methods field
• Additional coverage on qualitative and quantitative data analysis software in the respective methods chapters. 
• Additional information about causality and its relationship to statistics in quantitative methods. 
• Incorporation of writing discussion sections into each of the three methodologies. 
• Current references and additional readings are included in this new edition.
• ISBN-10 1506386709
• ISBN-13 978-1506386706
• Edition 5th
• Publication date January 2, 2018
• Language English
• Dimensions 7 x 0.75 x 10 inches
• Print length 304 pages
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About the author.

John W. Creswell, PhD, is a Professor of Family Medicine and Senior Research Scientist of

the Michigan Mixed Methods Program. He has authored numerous articles and 34 books on

mixed methods research, qualitative research, and research design. While at the University of

Nebraska–Lincoln, he held the Clifton Endowed Professor Chair, served as Director of the

Mixed Methods Research Office, co-founded SAGE’s Journal of Mixed Methods Research , and

was an Adjunct Professor of Family Medicine at the University of Michigan and a consultant to

the Veterans Administration Health Services Research Center in Ann Arbor, Michigan. He was

a Senior Fulbright Scholar to South Africa in 2008 and to Thailand in 2012. In 2011, he co-led

a National Institutes of Health working group on the “best practices of mixed methods research

in the health sciences,” served as a Visiting Professor at Harvard’s School of Public Health and

received an honorary doctorate from the University of Pretoria, South Africa. In 2014, he was

the founding President of the Mixed Methods International Research Association. In 2015, he

joined the staff of Family Medicine at the University of Michigan to Co-Direct the Michigan

Mixed Methods Program. In 2017, he coauthored the American Psychological Association

“standards” on qualitative and mixed methods research. The fourth edition of this book on

Qualitative Inquiry & Research Design won the 2018 McGuffey Longevity Award from the U.S.

Textbook & Academic Authors Association. During the COVID-19 pandemic, he gave virtual

keynote presentations to many countries from his office in Osaka, Japan. Updates on his work

can be found on his website at johnwcreswell.com.

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• Publisher ‏ : ‎ SAGE Publications, Inc; 5th edition (January 2, 2018)
• Language ‏ : ‎ English
• Paperback ‏ : ‎ 304 pages
• ISBN-10 ‏ : ‎ 1506386709
• ISBN-13 ‏ : ‎ 978-1506386706
• Item Weight ‏ : ‎ 1.2 pounds
• Dimensions ‏ : ‎ 7 x 0.75 x 10 inches
• #11 in Social Sciences Methodology
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About the author

John w. creswell.

John W. Creswell is a Professor of Educational Psychology at Teachers College, University of Nebraska-Lincoln. He is affiliated with a graduate program in educational psychology that specializes in quantitative and qualitative methods in education. In this program, he specializes in qualitative and quantitative research designs and methods, multimethod research, and faculty and academic leadership issues in colleges and universities.

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Quantitative Data Analysis Guide: Methods, Examples & Uses

This guide will introduce the types of data analysis used in quantitative research, then discuss relevant examples and applications in the finance industry.

Table of Contents

An Overview of Quantitative Data Analysis

What is quantitative data analysis and what is it for .

Quantitative data analysis is the process of interpreting meaning and extracting insights from numerical data , which involves mathematical calculations and statistical reviews to uncover patterns, trends, and relationships between variables.

Beyond academic and statistical research, this approach is particularly useful in the finance industry. Financial data, such as stock prices, interest rates, and economic indicators, can all be quantified with statistics and metrics to offer crucial insights for informed investment decisions. To illustrate this, here are some examples of what quantitative data is usually used for:

• Measuring Differences between Groups: For instance, analyzing historical stock prices of different companies or asset classes can reveal which companies consistently outperform the market average.
• Assessing Relationships between Variables: An investor could analyze the relationship between a company’s price-to-earnings ratio (P/E ratio) and relevant factors, like industry performance, inflation rates, interests, etc, allowing them to predict future stock price growth.
• Testing Hypotheses: For example, an investor might hypothesize that companies with strong ESG (Environment, Social, and Governance) practices outperform those without. By categorizing these companies into two groups (strong ESG vs. weak ESG practices), they can compare the average return on investment (ROI) between the groups while assessing relevant factors to find evidence for the hypothesis. 

Ultimately, quantitative data analysis helps investors navigate the complex financial landscape and pursue profitable opportunities.

Quantitative Data Analysis VS. Qualitative Data Analysis

Although quantitative data analysis is a powerful tool, it cannot be used to provide context for your research, so this is where qualitative analysis comes in. Qualitative analysis is another common research method that focuses on collecting and analyzing non-numerical data , like text, images, or audio recordings to gain a deeper understanding of experiences, opinions, and motivations. Here’s a table summarizing its key differences between quantitative data analysis:

Due to their characteristics, quantitative analysis allows you to measure and compare large datasets; while qualitative analysis helps you understand the context behind the data. In some cases, researchers might even use both methods together for a more comprehensive understanding, but we’ll mainly focus on quantitative analysis for this article.

The 2 Main Quantitative Data Analysis Methods

Once you have your data collected, you have to use descriptive statistics or inferential statistics analysis to draw summaries and conclusions from your raw numbers. 

As its name suggests, the purpose of descriptive statistics is to describe your sample . It provides the groundwork for understanding your data by focusing on the details and characteristics of the specific group you’ve collected data from. 

On the other hand, inferential statistics act as bridges that connect your sample data to the broader population you’re truly interested in, helping you to draw conclusions in your research. Moreover, choosing the right inferential technique for your specific data and research questions is dependent on the initial insights from descriptive statistics, so both of these methods usually go hand-in-hand.

Descriptive Statistics Analysis

With sophisticated descriptive statistics, you can detect potential errors in your data by highlighting inconsistencies and outliers that might otherwise go unnoticed. Additionally, the characteristics revealed by descriptive statistics will help determine which inferential techniques are suitable for further analysis.

Measures in Descriptive Statistics

One of the key statistical tests used for descriptive statistics is central tendency . It consists of mean, median, and mode, telling you where most of your data points cluster:

• Mean: It refers to the “average” and is calculated by adding all the values in your data set and dividing by the number of values.
• Median: The middle value when your data is arranged in ascending or descending order. If you have an odd number of data points, the median is the exact middle value; with even numbers, it’s the average of the two middle values. 
• Mode: This refers to the most frequently occurring value in your data set, indicating the most common response or observation. Some data can have multiple modes (bimodal) or no mode at all.

Another statistic to test in descriptive analysis is the measures of dispersion , which involves range and standard deviation, revealing how spread out your data is relative to the central tendency measures:

• Range: It refers to the difference between the highest and lowest values in your data set. 
• Standard Deviation (SD): This tells you how the data is distributed within the range, revealing how much, on average, each data point deviates from the mean. Lower standard deviations indicate data points clustered closer to the mean, while higher standard deviations suggest a wider spread.

The shape of the distribution will then be measured through skewness. 

• Skewness: A statistic that indicates whether your data leans to one side (positive or negative) or is symmetrical (normal distribution). A positive skew suggests more data points concentrated on the lower end, while a negative skew indicates more data points on the higher end.

While the core measures mentioned above are fundamental, there are additional descriptive statistics used in specific contexts, including percentiles and interquartile range.

• Percentiles: This divides your data into 100 equal parts, revealing what percentage of data falls below a specific value. The 25th percentile (Q1) is the first quartile, the 50th percentile (Q2) is the median, and the 75th percentile (Q3) is the third quartile. Knowing these quartiles can help visualize the spread of your data.
• Interquartile Range (IQR): This measures the difference between Q3 and Q1, representing the middle 50% of your data.

Example of Descriptive Quantitative Data Analysis 

Let’s illustrate these concepts with a real-world example. Imagine a financial advisor analyzing a client’s portfolio. They have data on the client’s various holdings, including stock prices over the past year. With descriptive statistics they can obtain the following information:

• Central Tendency: The mean price for each stock reveals its average price over the year. The median price can further highlight if there were any significant price spikes or dips that skewed the mean.
• Measures of Dispersion: The standard deviation for each stock indicates its price volatility. A high standard deviation suggests the stock’s price fluctuated considerably, while a low standard deviation implies a more stable price history. This helps the advisor assess each stock’s risk profile.
• Shape of the Distribution: If data allows, analyzing skewness can be informative. A positive skew for a stock might suggest more frequent price drops, while a negative skew might indicate more frequent price increases.

By calculating these descriptive statistics, the advisor gains a quick understanding of the client’s portfolio performance and risk distribution. For instance, they could use correlation analysis to see if certain stock prices tend to move together, helping them identify expansion opportunities within the portfolio.

While descriptive statistics provide a foundational understanding, they should be followed by inferential analysis to uncover deeper insights that are crucial for making investment decisions.

Inferential Statistics Analysis

Inferential statistics analysis is particularly useful for hypothesis testing , as you can formulate predictions about group differences or potential relationships between variables , then use statistical tests to see if your sample data supports those hypotheses.

However, the power of inferential statistics hinges on one crucial factor: sample representativeness . If your sample doesn’t accurately reflect the population, your predictions won’t be very reliable. 

Statistical Tests for Inferential Statistics

Here are some of the commonly used tests for inferential statistics in commerce and finance, which can also be integrated to most analysis software:

• T-Tests: This compares the means, standard deviation, or skewness of two groups to assess if they’re statistically different, helping you determine if the observed difference is just a quirk within the sample or a significant reflection of the population.
• ANOVA (Analysis of Variance): While T-Tests handle comparisons between two groups, ANOVA focuses on comparisons across multiple groups, allowing you to identify potential variations and trends within the population.
• Correlation Analysis: This technique tests the relationship between two variables, assessing if one variable increases or decreases with the other. However, it’s important to note that just because two financial variables are correlated and move together, doesn’t necessarily mean one directly influences the other.
• Regression Analysis: Building on correlation, regression analysis goes a step further to verify the cause-and-effect relationships between the tested variables, allowing you to investigate if one variable actually influences the other.
• Cross-Tabulation: This breaks down the relationship between two categorical variables by displaying the frequency counts in a table format, helping you to understand how different groups within your data set might behave. The data in cross-tabulation can be mutually exclusive or have several connections with each other. 
• Trend Analysis: This examines how a variable in quantitative data changes over time, revealing upward or downward trends, as well as seasonal fluctuations. This can help you forecast future trends, and also lets you assess the effectiveness of the interventions in your marketing or investment strategy.
• MaxDiff Analysis: This is also known as the “best-worst” method. It evaluates customer preferences by asking respondents to choose the most and least preferred options from a set of products or services, allowing stakeholders to optimize product development or marketing strategies.
• Conjoint Analysis: Similar to MaxDiff, conjoint analysis gauges customer preferences, but it goes a step further by allowing researchers to see how changes in different product features (price, size, brand) influence overall preference.
• TURF Analysis (Total Unduplicated Reach and Frequency Analysis): This assesses a marketing campaign’s reach and frequency of exposure in different channels, helping businesses identify the most efficient channels to reach target audiences.
• Gap Analysis: This compares current performance metrics against established goals or benchmarks, using numerical data to represent the factors involved. This helps identify areas where performance falls short of expectations, serving as a springboard for developing strategies to bridge the gap and achieve those desired outcomes.
• SWOT Analysis (Strengths, Weaknesses, Opportunities, and Threats): This uses ratings or rankings to represent an organization’s internal strengths and weaknesses, along with external opportunities and threats. Based on this analysis, organizations can create strategic plans to capitalize on opportunities while minimizing risks.
• Text Analysis: This is an advanced method that uses specialized software to categorize and quantify themes, sentiment (positive, negative, neutral), and topics within textual data, allowing companies to obtain structured quantitative data from surveys, social media posts, or customer reviews.

Example of Inferential Quantitative Data Analysis

If you’re a financial analyst studying the historical performance of a particular stock, here are some predictions you can make with inferential statistics:

• The Differences between Groups: You can conduct T-Tests to compare the average returns of stocks in the technology sector with those in the healthcare sector. It can help assess if the observed difference in returns between these two sectors is simply due to random chance or if it’s statistically significant due to a significant difference in their performance.
• The Relationships between Variables: If you’re curious about the connection between a company’s price-to-earnings ratio (P/E ratios) and its future stock price movements, conducting correlation analysis can let you measure the strength and direction of this relationship. Is there a negative correlation, suggesting that higher P/E ratios might be associated with lower future stock prices? Or is there no significant correlation at all?

Understanding these inferential analysis techniques can help you uncover potential relationships and group differences that might not be readily apparent from descriptive statistics alone. Nonetheless, it’s important to remember that each technique has its own set of assumptions and limitations . Some methods are designed for parametric data with a normal distribution, while others are suitable for non-parametric data. 

Guide to Conduct Data Analysis in Quantitative Research

Now that we have discussed the types of data analysis techniques used in quantitative research, here’s a quick guide to help you choose the right method and grasp the essential steps of quantitative data analysis.

How to Choose the Right Quantitative Analysis Method?

Choosing between all these quantitative analysis methods may seem like a complicated task, but if you consider the 2 following factors, you can definitely choose the right technique:

Factor 1: Data Type

The data used in quantitative analysis can be categorized into two types, discrete data and continuous data, based on how they’re measured. They can also be further differentiated by their measurement scale. The four main types of measurement scales include: nominal, ordinal, interval or ratio. Understanding the distinctions between them is essential for choosing the appropriate statistical methods to interpret the results of your quantitative data analysis accurately.

Discrete data , which is also known as attribute data, represents whole numbers that can be easily counted and separated into distinct categories. It is often visualized using bar charts or pie charts, making it easy to see the frequency of each value. In the financial world, examples of discrete quantitative data include:

• The number of shares owned by an investor in a particular company
• The number of customer transactions processed by a bank per day
• Bond ratings (AAA, BBB, etc.) that represent discrete categories indicating the creditworthiness of a bond issuer
• The number of customers with different account types (checking, savings, investment) as seen in the pie chart below:

Discrete data usually use nominal or ordinal measurement scales, which can be then quantified to calculate their mode or median. Here are some examples:

• Nominal: This scale categorizes data into distinct groups with no inherent order. For instance, data on bank account types can be considered nominal data as it classifies customers in distinct categories which are independent of each other, either checking, savings, or investment accounts. and no inherent order or ranking implied by these account types.
• Ordinal: Ordinal data establishes a rank or order among categories. For example, investment risk ratings (low, medium, high) are ordered based on their perceived risk of loss, making it a type or ordinal data.

Conversely, continuous data can take on any value and fluctuate over time. It is usually visualized using line graphs, effectively showcasing how the values can change within a specific time frame. Examples of continuous data in the financial industry include:

• Interest rates set by central banks or offered by banks on loans and deposits
• Currency exchange rates which also fluctuate constantly throughout the day
• Daily trading volume of a particular stock on a specific day
• Stock prices that fluctuate throughout the day, as seen in the line graph below:

Source: Freepik

The measurement scale for continuous data is usually interval or ratio . Here is breakdown of their differences:

• Interval: This builds upon ordinal data by having consistent intervals between each unit, and its zero point doesn’t represent a complete absence of the variable. Let’s use credit score as an example. While the scale ranges from 300 to 850, the interval between each score rating is consistent (50 points), and a score of zero wouldn’t indicate an absence of credit history, but rather no credit score available. 
• Ratio: This scale has all the same characteristics of interval data but also has a true zero point, indicating a complete absence of the variable. Interest rates expressed as percentages are a classic example of ratio data. A 0% interest rate signifies the complete absence of any interest charged or earned, making it a true zero point.

Factor 2: Research Question

You also need to make sure that the analysis method aligns with your specific research questions. If you merely want to focus on understanding the characteristics of your data set, descriptive statistics might be all you need; if you need to analyze the connection between variables, then you have to include inferential statistics as well.

How to Analyze Quantitative Data 

Step 1: data collection  .

Depending on your research question, you might choose to conduct surveys or interviews. Distributing online or paper surveys can reach a broad audience, while interviews allow for deeper exploration of specific topics. You can also choose to source existing datasets from government agencies or industry reports.

Step 2: Data Cleaning

Raw data might contain errors, inconsistencies, or missing values, so data cleaning has to be done meticulously to ensure accuracy and consistency. This might involve removing duplicates, correcting typos, and handling missing information.

Furthermore, you should also identify the nature of your variables and assign them appropriate measurement scales , it could be nominal, ordinal, interval or ratio. This is important because it determines the types of descriptive statistics and analysis methods you can employ later. Once you categorize your data based on these measurement scales, you can arrange the data of each category in a proper order and organize it in a format that is convenient for you.

Step 3: Data Analysis

Based on the measurement scales of your variables, calculate relevant descriptive statistics to summarize your data. This might include measures of central tendency (mean, median, mode) and dispersion (range, standard deviation, variance). With these statistics, you can identify the pattern within your raw data. 

Then, these patterns can be analyzed further with inferential methods to test out the hypotheses you have developed. You may choose any of the statistical tests mentioned above, as long as they are compatible with the characteristics of your data.

Step 4. Data Interpretation and Communication 

Now that you have the results from your statistical analysis, you may draw conclusions based on the findings and incorporate them into your business strategies. Additionally, you should also transform your findings into clear and shareable information to facilitate discussion among stakeholders. Visualization techniques like tables, charts, or graphs can make complex data more digestible so that you can communicate your findings efficiently. 

Useful Quantitative Data Analysis Tools and Software 

We’ve compiled some commonly used quantitative data analysis tools and software. Choosing the right one depends on your experience level, project needs, and budget. Here’s a brief comparison: 

Quantitative Data in Finance and Investment

So how does this all affect the finance industry? Quantitative finance (or quant finance) has become a growing trend, with the quant fund market valued at $16,008.69 billion in 2023. This value is expected to increase at the compound annual growth rate of 10.09% and reach $31,365.94 billion by 2031, signifying its expanding role in the industry.

What is Quant Finance?

Quant finance is the process of using massive financial data and mathematical models to identify market behavior, financial trends, movements, and economic indicators, so that they can predict future trends.These calculated probabilities can be leveraged to find potential investment opportunities and maximize returns while minimizing risks.

Common Quantitative Investment Strategies

There are several common quantitative strategies, each offering unique approaches to help stakeholders navigate the market:

1. Statistical Arbitrage

This strategy aims for high returns with low volatility. It employs sophisticated algorithms to identify minuscule price discrepancies across the market, then capitalize on them at lightning speed, often generating short-term profits. However, its reliance on market efficiency makes it vulnerable to sudden market shifts, posing a risk of disrupting the calculations.

2. Factor Investing 

This strategy identifies and invests in assets based on factors like value, momentum, or quality. By analyzing these factors in quantitative databases , investors can construct portfolios designed to outperform the broader market. Overall, this method offers diversification and potentially higher returns than passive investing, but its success relies on the historical validity of these factors, which can evolve over time.

3. Risk Parity

This approach prioritizes portfolio balance above all else. Instead of allocating assets based on their market value, risk parity distributes them based on their risk contribution to achieve a desired level of overall portfolio risk, regardless of individual asset volatility. Although it is efficient in managing risks while potentially offering positive returns, it is important to note that this strategy’s complex calculations can be sensitive to unexpected market events.

4. Machine Learning & Artificial Intelligence (AI)

Quant analysts are beginning to incorporate these cutting-edge technologies into their strategies. Machine learning algorithms can act as data sifters, identifying complex patterns within massive datasets; whereas AI goes a step further, leveraging these insights to make investment decisions, essentially mimicking human-like decision-making with added adaptability. Despite the hefty development and implementation costs, its superior risk-adjusted returns and uncovering hidden patterns make this strategy a valuable asset.

Pros and Cons of Quantitative Data Analysis

Advantages of quantitative data analysis, minimum bias for reliable results.

Quantitative data analysis relies on objective, numerical data. This minimizes bias and human error, allowing stakeholders to make investment decisions without emotional intuitions that can cloud judgment. In turn, this offers reliable and consistent results for investment strategies.

Precise Calculations for Data-Driven Decisions

Quantitative analysis generates precise numerical results through statistical methods. This allows accurate comparisons between investment options and even predictions of future market behavior, helping investors make informed decisions about where to allocate their capital while managing potential risks.

Generalizability for Broader Insights 

By analyzing large datasets and identifying patterns, stakeholders can generalize the findings from quantitative analysis into broader populations, applying them to a wider range of investments for better portfolio construction and risk management

Efficiency for Extensive Research

Quantitative research is more suited to analyze large datasets efficiently, letting companies save valuable time and resources. The softwares used for quantitative analysis can automate the process of sifting through extensive financial data, facilitating quicker decision-making in the fast-paced financial environment.

Disadvantages of Quantitative Data Analysis

Limited scope .

By focusing on numerical data, quantitative analysis may provide a limited scope, as it can’t capture qualitative context such as emotions, motivations, or cultural factors. Although quantitative analysis provides a strong starting point, neglecting qualitative factors can lead to incomplete insights in the financial industry, impacting areas like customer relationship management and targeted marketing strategies.

Oversimplification 

Breaking down complex phenomena into numerical data could cause analysts to overlook the richness of the data, leading to the issue of oversimplification. Stakeholders who fail to understand the complexity of economic factors or market trends could face flawed investment decisions and missed opportunities.

Reliable Quantitative Data Solution 

In conclusion, quantitative data analysis offers a deeper insight into market trends and patterns, empowering you to make well-informed financial decisions. However, collecting comprehensive data and analyzing them can be a complex task that may divert resources from core investment activity. 

As a reliable provider, TEJ understands these concerns. Our TEJ Quantitative Investment Database offers high-quality financial and economic data for rigorous quantitative analysis. This data captures the true market conditions at specific points in time, enabling accurate backtesting of investment strategies.

Furthermore, TEJ offers diverse data sets that go beyond basic stock prices, encompassing various financial metrics, company risk attributes, and even broker trading information, all designed to empower your analysis and strategy development. Save resources and unlock the full potential of quantitative finance with TEJ’s data solutions today!

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Examples of Quantitative Data, Types & Collection Methods

Ever wondered what makes the difference between a hit product and a missed opportunity? It’s often the precise insights that come from analyzing quantitative data. But with so many types of quantitative data available, where do you start?

In this article, we’ll explore various examples of quantitative data + how to collect them and make smarter decisions that keep users engaged .

• Quantitative data refers to numerical information you can measure and analyze statistically, while qualitative data offers deeper insights. The first answers the “what” and “how much”, while the latter answers the “why” and “how.”
• High-level types of quantitative data include:
• Discrete data.
• Continuous data.
• Interval data.
• Ratio data.
• SaaS examples of quantitative data include:
• User activation rate . The percentage of users who complete a key action that signifies they have found value in the product.
• Time to value . The amount of time it takes for a new user to experience the value of a product.
• Onboarding checklist completion rate . The percentage of new users who complete a predefined set of onboarding steps.
• Core feature adoption rate . The percentage of users who actively use a key feature.
• 1-month retention rate . The percentage of users who continue to use a product one month after their initial engagement.
• Customer churn rate . The percentage of customers who stop using a product within a specific period.
• User stickiness . A measure of how frequently and consistently users engage with a product over a specific period.
• NPS . A measure of customer loyalty based on how likely they are to recommend a product to others.
• CSAT . A measure of how satisfied customers are with a product.
• CES . A measure of how easy it is for customers to use a product.
• Here’s how to collect quantitative data with Userpilot:
• Autocapture clicks, text inputs, and form submissions.
• Perform A/B testing and see how different elements perform.
• Conduct in-app surveys to find out your CSAT, CES, and NPS.
• If you want to learn more about collecting quantitative data automatically, analyzing the data, and taking action, book a demo with Userpilot now.

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What is quantitative data?

Quantitative data refers to numerical data that can be measured, such as adoption rates, number of users, or net promoter scores.

Collecting this data is useful because it provides objective and measurable insights that you can analyze statistically and benchmark, minimizing subjective interpretation and bias.

The difference between quantitative and qualitative data

Quantitative data refers to information that can be measured and expressed numerically, allowing for objective analysis . It answers the questions such as “what” and “how many.”

In contrast, qualitative data involves non-numerical information, such as opinions, behaviors, and experiences. You typically gather this through interviews, observations, or open-ended surveys to understand “why” and “how.”

While quantitative data provides measurable and comparable results, qualitative data offers deeper insights into the underlying reasons, opinions, and motivations behind those numbers.

Together, quantitative data and qualitative data offer a comprehensive understanding of user behavior and decision-making processes.

High-level types of quantitative data

You can categorize quantitative data into several high-level types, each crucial to data-driven analysis methods.

Discrete data

Discrete data is a type of quantitative data that comprises specific and countable numerical values that cannot be subdivided meaningfully. For example, discrete data could be the number of customer support tickets that are counted individually—you cannot have 2.5 support tickets.

Continuous data

Continuous data is a type of quantitative data that represents measurements that can take any numerical value within a range. For example, you can measure time-to-value in minutes and seconds and divide it into smaller increments, such as 5 minutes and 34 seconds, 5 minutes and 35 seconds, etc.

Interval data

Interval data is numerical data where the differences between values are meaningful, but there is no true zero point. A typical example is the temperature, where you can measure the difference between numerical values, but 0°C does not mean the absence of temperature.

Ratio data is quantitative data that allows for meaningful differences and ratios between numerical values, with a true zero point showing the absence of the measured quantity. An example of ratio data is MRR, where $0 MRR indicates no recurring revenue , and you can compare it meaningfully, such as saying one company has twice the MRR of another.

SaaS examples of quantitative data to track

Here are some SaaS examples of quantitative data that PLG companies should track.

User activation rate

User activation rate is quantitative data that measures the percentage of users who complete a key action that signifies they are gaining value from the product. It helps you understand how your onboarding process converts new users into active, engaged customers.

You can calculate this metric with the following formula:

User Activation Rate = (Number of Activated Users / Total Number of Sign-Ups) × 100.

According to our metrics report , the average user activation rate is 37.5%.

Time to value

Time to Value (TTV) is a type of quantitative data that measures the time it takes for a new user to realize the value of your product. This metric helps you understand whether your onboarding process effectively guides users to that “Aha” moment .

You can calculate this product metric as the time elapsed between the user’s initial sign-up and the “Aha” moment .

The average TTV across different industries based on our first-party data is one day, 12 hours, and 23 minutes.

Onboarding checklist completion rate

Among examples of quantitative data, the onboarding checklist completion rate measures the percentage of users who complete all the tasks in your onboarding checklist . This rate is a key indicator of how effectively your user onboarding process guides new users through the essential steps.

You can calculate this metric using the following formula:

Onboarding Checklist Completion Rate = (Number of Users Who Completed the Checklist / Total Number of Users Who Started the Checklist) × 100

According to our report, the average checklist completion rate is 19%.

The core feature adoption rate

The core feature adoption rate is quantitative data that measures the percentage of users who adopt and regularly use your product’s most essential features.

This metric shows how well users integrate your product’s key functionalities into their workflows, which can directly affect customer retention and satisfaction.

Core Feature Adoption Rate = (Number of Monthly Active Users / Total Number of User Logins) × 100

Based on our findings, the average core feature adoption rate is 24.5%.

1-month retention rate

The 1-month retention rate is quantitative data that measures the percentage of users who continue to use your product one month after signing up. This metric shows how well your product meets user needs and keeps them engaged over the critical initial period.

To calculate the 1-month retention rate , you can use the following formula:

1-Month Retention Rate = (Number of Users Who Remain Active After 1 Month / Total Number of Users at the Start of the Month) × 100

Our data shows that the average 1-month retention rate is 46.9%.

Customer churn rate

Customer churn rate is quantitative data that measures the percentage of customers who stop using your product or service within a specific period.

This metric is crucial for understanding customer satisfaction and the overall health of your business because a high churn rate can show underlying issues with product value, user experience, or customer support.

To calculate the customer churn rate , you can use the following formula:

If you started the month with 1,000 customers and 50 customers churned by the end of the month, your churn rate would be as follows:

(50 / 1,000) × 100 = 5%

User stickiness

User stickiness is quantitative data that measures how often users return to your product within a specific period. This metric is a key indicator of user engagement and loyalty, showing how well your product keeps users returning regularly.

High customer stickiness typically means your product is valuable and engaging enough to become a regular part of users’ routines.

You can use the following formula to calculate stickiness:

If your product has 5,000 Daily Active Users (DAU) and 20,000 Monthly Active Users ( MAU ), the stickiness expressed in percentage would be:

(5,000 / 20,000) × 100 = 25%

Net Promoter Score (NPS)

Net Promoter Score (NPS) is quantitative data that measures customer loyalty and satisfaction by asking users how likely they are to recommend your product or service to others. NPS helps you understand the overall perception of your brand and can show areas for improvement in customer experience.

To calculate NPS , ask customers to rate their likelihood of recommending your product on a scale from 0 to 10. Based on their responses, customers are categorized into three groups:

• Promoters (9-10) : Loyal customers who will probably recommend your product.
• Passives (7-8) : Satisfied but unenthusiastic customers who competitors could sway.
• Detractors (0-6) : Unhappy customers who are unlikely to recommend your product and may even discourage others from using it.

You can calculate NPS using the following formula:

(Net Promoter Score) = % of Promoters – % of Detractors

Our report records the average NPS to be 35.7%.

Customer Satisfaction Score (CSAT)

Customer Satisfaction Score (CSAT) measures how satisfied customers are with your product.

To calculate CSAT, you typically ask customers to rate their satisfaction from 1 to 5, with one being very dissatisfied and five being very satisfied. After the quantitative data collection, you count the number of satisfied customers who gave a rating of 4 or 5.

Then, apply this formula to get your CSAT score:

For example, if you surveyed 100 customers and 80 of them gave you a rating of 4 or 5, your CSAT would be:

(80 / 100) × 100 = 80%

Customer Effort Score (CES)

Among quantitative data examples, Customer Effort Score (CES) measures how much effort a customer has to exert to use your product or resolve an issue. CES is critical for understanding how user-friendly your product is.

To calculate this metric, you typically ask customers to rate their agreement with a statement like “The product is easy to use” on a Likert scale, usually ranging from 1 (strongly disagree) to 5 (strongly agree). After collecting responses, you count the number of customers who answered “agree” (4) or “strongly agree” (5).

Then, you can calculate the CES with this formula:

For instance, if you surveyed 100 customers and 70 of them responded with “agree” or “strongly agree,” your CES score would be:

(70 / 100) × 100 = 70%

How to collect quantitative data with Userpilot

Now that you know which examples of quantitative data you should collect, the question is: how? Here are three simple ways to collect quantitative data with product growth tools like Userpilot:

Use the auto-capture functionality to automatically track events

With Userpilot’s auto-capture functionality , you can automatically track quantitative data on clicks, text inputs, and form submissions without manually tagging each interaction.

Using retroactive analysis saves your valuable time and removes the dependencies on engineering as they don’t need to write code. Also, there are no data gaps, and you don’t have to decide which data to track in advance. Pretty neat, huh?

Set up A/B and multivariate testing to collect experiment data

With Userpilot, you can easily set up A/B testing and multivariate testing to collect valuable quantitative data.

For example, you can test different elements, such as onboarding flows, and get data on how different segments interact with them.

Launch surveys to gather NPS, CSAT, and CES scores

You can launch in-app surveys with Userpilot to efficiently gather NPS, CSAT, and CES data. These surveys provide a reliable method for collecting and analyzing quantitative data on user sentiment and overall satisfaction.

Plus, you can enrich these surveys with open-ended questions , allowing you to gather additional qualitative feedback . This combination of quantitative and qualitative data provides a more comprehensive understanding of user experiences and sentiments.

There are many examples of quantitative data, but thankfully there are product analytics tools that make collecting them easier. One of the best ways of achieving this is by automatically capturing key events, which is exactly what Userpilot enables.

If you want to auto-capture key user actions, launch no-code surveys, perform quantitative data analysis, and then create personalized product experiences, book a demo now to see how we can help.

Try Userpilot and Take Your Product Experience to the Next Level

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• Open access
• Published: 03 September 2024

Evaluating coupling coordination between urban smart performance and low-carbon level in China’s pilot cities with mixed methods

• Xiongwei Zhu 1 ,
• Dezhi Li 1 , 2 ,
• Shenghua Zhou 1 ,
• Shiyao Zhu 3 &
• Lugang Yu 1  

Scientific Reports volume  14 , Article number:  20461 ( 2024 ) Cite this article

Metrics details

• Climate-change adaptation
• Climate-change impacts
• Environmental impact
• Sustainability

The construction models of smart cities and low-carbon cities are crucial for advancing global urbanization, enhancing urban governance, and addressing major urban challenges. Despite significant advancements in smart and low-carbon city research, a consensus on their coupling coordination remains elusive. This study employs mixed-method research, combining qualitative and quantitative analyses, to investigate the coupling coordination between urban smart performance (SCP) and low-carbon level (LCL) across 52 typical smart and low-carbon pilot cities in China. Independent evaluation models for SCP and LCL qualitatively assess the current state of smart and low-carbon city construction. Additionally, an Entropy–TOPSIS–Pearson correlation–Coupling coordination degree (ETPC) analysis model quantitatively examines their relationship. The results reveal that smart city initiatives in China significantly outperform low-carbon city development, with notable disparities in SCP and LCL between eastern, non-resource-based, and central cities versus western, resource-dependent, and peripheral cities. A strong positive correlation exists between urban SCP and overall LCL, with significant correlations in management, society, and economy, and moderate to weak correlations in environmental quality and culture. As SCP levels improve, the coupling coordination degree between the urban SCP and LCL systems also increases, driven primarily by economic, management, and societal factors. Conversely, the subsystems of low-carbon culture and environmental quality show poorer integration. Based on these findings, this study proposes an evaluation system for smart and low-carbon coupling coordination development, outlining pathways for future development from the perspective of urban complex systems.

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Introduction.

Cities, as centers of population and economy, play crucial roles in cultural exchange, social integration, transportation, communication, and disaster response in modern societal development 1 , 2 . According to the United Nations Human Settlements program’s “2022 World Cities Report”, as of 2021, the global urbanization rate has reached 56%, and it is projected that by 2050, an additional 2.2 billion people will live in cities, increasing the urbanization rate to 68% 3 . North America and European countries are approaching urbanization saturation, with little fluctuation expected, while urbanization in Asia and Africa will accelerate notably 4 . Particularly in China, the world’s second-largest economy, as of 2022, the urbanization rate is only 64.7%, ranking 96th globally, indicating significant potential for growth compared to developed countries like the USA and the UK 5 . The Chinese government places high importance on urbanization development. It was clearly stated in the “2020 State Council Government Work Report” that new urbanization is a key measure for achieving China’s modernization. Moreover, in the “14th Five-Year Plan (2021–2025) and the Long-Range Objectives Through the Year 2035”, detailed strategies are outlined for optimizing the urban layout and promoting urban–rural integration, among other policies to advance urbanization 6 . However, urbanization, as a process of continuous concentration of population and industrial elements in cities, while bringing opportunities for economic growth and social development, also presents a series of challenges such as environmental pressure, resource constraints, and increased demand for services 7 , 8 .

In 2008, the American company IBM introduced the concept of a “Smart Planet”, which garnered widespread attention globally 9 . The concept of a smart city, as a specific application within this framework, aims to enhance urban management and service efficiency through the integration and innovative application of Information and Communication Technology (ICT), thereby improving the quality of life for residents, optimizing resource use, reducing environmental impact, and promoting economic development and social progress 10 , 11 . Currently, the smart city construction model is seen as one of the effective means to advance global urbanization, improve urban governance, and solve major urban issues 12 . In 2009, IBM released the “Smart Planet: Winning in China” plan, outlining China’s five major thematic tasks in constructing a “Smart Planet” (sustainable economic development, corporate competitiveness, energy efficiency, environmental protection, and social harmony) 13 . The construction of smart cities, as a key measure to achieve these thematic tasks, has received significant attention from the Chinese government. In 2014, the Chinese government elevated smart city construction to a “national strategy”, considering it a cornerstone of China’s future economic and urban development strategies. By 2016, over 500 Chinese cities had initiated or announced smart city pilot construction plans, accounting for nearly half of all such projects planned or underway globally 14 . In recent years, with the continuous release of policy benefits related to smart city construction in China and substantial capital investment, China has become a leader in driving global smart city initiatives 15 . However, an undeniable fact is that while smart city construction models promote economic development and improve the quality of life for residents, the new infrastructure supporting the operation of smart cities, such as big data centers, 5G shared base stations, and Beidou ground-based augmentation stations, result in substantial energy consumption and significant carbon emissions 16 . Research shows that in 2018, the total electricity consumption of data centers in China supporting IT infrastructure reached 160.9 billion kilowatt-hours, exceeding the total electricity consumption of Shanghai for that year and accounting for about 2% of China’s total electricity consumption, with carbon emissions nearing 100 million tons 17 . The Environmental Defense Fund (EDF) predicts that by 2035, the total electricity consumption of China’s data centers and 5G base stations will reach 695.1–782 billion kilowatt-hours, accounting for 5–7% of China’s total electricity consumption, with total carbon emissions reaching 230–310 million tons 18 .

In 2022, global energy-related CO 2 emissions increased by 0.9%, reaching a record high of over 36.8 Gt. Concurrently, atmospheric CO 2 concentrations continued to rise, averaging 417.06 parts per million, marking the eleventh consecutive year with an increase exceeding 2 ppm 19 . According to the World Meteorological Organization (WMO), the global surface temperature in September 2023 was 1.44 °C higher than the twentieth century average, setting a new historical record 20 . The continuous rise in global temperatures has led to frequent occurrences of disastrous events such as extreme heat, torrential rains, floods, forest fires, and hurricanes in recent years, causing significant loss of life and property damage 21 . World Health Organization (WHO) data indicates that in 2022, there were at least 29 weather disaster events globally causing billions of dollars in losses, with approximately 61,672 deaths in Europe due to heatwave-related causes 22 . As global climate issues become increasingly severe, the call for global carbon emission reduction is growing louder. Cities, as highly concentrated areas of population and economic activities, according to the Global Report by the United Nations Human Settlements Programme (UN-Habitat), consume 60–80% of the global energy and contribute to over 75% of global CO 2 emissions 23 . As the largest global emitter of carbon, China’s CO 2 emissions in 2022 accounted for 27% of the global total 24 . Given China’s influence in the global economy, technological innovation, and international cooperation, international organizations and global climate policies generally believe that China’s efforts in carbon reduction are crucial to achieving the global 1.5 °C climate goal 25 . In recent years, the Chinese government has actively promoted the construction of low-carbon pilot cities. To date, three batches of low-carbon pilot cities have been implemented in China, bringing the total number of such cities to 81 26 .

However, the report “China’s Digital Infrastructure Decarburization Path: Data Centers and 5G Carbon Reduction Potential and Challenges (2020–2035)” indicates that compared to peak carbon emissions expected around 2025 in key sectors like steel, building materials, and non-ferrous metals in China, the “lock-in effect” of carbon emissions from digital infrastructure poses a significant challenge to achieving China’s peak carbon and carbon neutrality goals 27 , 28 , 29 . Given the urgency of global climate change, it raises the question of the correlation between smart cities and low-carbon cities: is it positive, negative, or non-existent? Should the pace of smart city development be slowed to achieve sustainable urban development goals, considering the significant carbon dioxide emissions resulting from current technological choices, social habits, and policy frameworks? To address these practical issues, it is first essential to conduct an objective and accurate assessment of urban SCP and LCL. However, due to the complexity and diversity of urban carbon emissions sources, current measurement and estimation techniques fail to capture all emission types. This limitation hampers the ability to obtain comprehensive, accurate, and timely city-level carbon emission data 30 , 31 . To address this challenge, this paper decomposes smart cities and low-carbon cities into their interdependent and interactive subsystems (i.e., economic, political, cultural, social, and ecological) viewed through the lens of urban complex systems. It then develops evaluation models for both city types and conducts empirical analyses in 52 representative Chinese pilot cities. Based on these analyses, the paper elucidates the coupling coordination degree between SCP and LCL and proposes a specific pathway for their coordinated development.

This paper is therefore structured as follows: “ Literature review ” section offers an overview of the relevant literature, laying the foundation for the introduction of SCP and LCL. Subsequently, SCP and LCL are identified clearly, and measurement based on a mixed method for the coupling coordination degree is established in “ Methodology ” section, followed by a case demonstration for the introduced method in “ Results ” section and the demonstration results analysis in “ Discussions and implications ” section. Finally, “ Conclusions ” section summarizes the study’s main findings and contributions, discusses its limitations, and suggests directions for future research.

Literature review

Evaluation of smart city: contents, methods, and subjects.

The evaluation of smart cities is a central research area within the smart city development field. Developing standardized evaluation criteria serves the dual purpose of defining smart city development boundaries and scientifically measuring its effectiveness. This, in turn, facilitates the achievement of development goals centered on evaluation-driven construction, improvement, and management 32 . We conducted data collection on “smart city*” AND “evaluation”, resulting in the selection of 82 articles. This involved an extensive search of the Wos Core Collection database for articles published in the period from January 2019 to January 2024.

To facilitate a clearer understanding for readers of current research on smart city evaluation, we have categorized it by evaluation contents , evaluation methods , and evaluation subjects .

Cluster1-evaluation contents (what to evaluate), including smart city evaluation dimensions and indicators. By analyzing the article content, it’s clear that most smart city evaluation approaches align with six core dimensions: economy, quality of life, governance, people, mobility, and environment 13 , 15 . Centered around these six dimensions, international organizations (ISO, ETSI, UN, and ITU) and scholars have established various sets of smart city evaluation indicators, considering the interdependencies among urban economic, environmental, and social factors, all in alignment with the goals of sustainable urban development 32 , 33 , 34 . Notably, Sharifi 35 compiled a comprehensive list of indicators incorporating a wide range of assessment schemes. This list not only covers the scope of the evaluation indicators (project/community/city) and their data types (primary/secondary) but also considers the stages of smart city development (planning/operation) and stakeholder involvement 36 . Subsequent research predominantly utilizes the same criteria as Sharifi 35 to identify indicator sets, taking into account the specific needs of each city and defining the spatial and temporal scales of the indicator sets 37 .

Cluster 2-evaluation methods (How to evaluate) , including smart city evaluation methods and tools. Research in this field focuses on three main areas: identifying evaluation indicators for smart cities, computing composite index, and developing evaluation models 38 , 39 . Methods for indicator identification mainly include literature review, case studies, brainstorming, the Delphi method, and data-driven techniques 40 , 41 . The Analytic Hierarchy Process (AHP) is commonly used for calculating composite indices, yet it faces issues like subjective biases and data size limitations 42 . Alternative methods, such as the Analytical Network Process (ANP) and the Decision-Making Trial and Evaluation Laboratory (DEMATEL), are used to address these drawbacks by simulating inter-indicator interactions. Additionally, techniques like Principal Component Analysis (PCA) and Data Envelopment Analysis (DEA) are applied for indicator weighting. Finally, smart city evaluation models are constructed to aggregate various dimensions and indicators into a unified score, facilitating project comparison and ranking, and highlighting areas needing improvement 43 , 44 .

Cluster 3-evaluation subjects (Who performs the evaluation) , including smart city stakeholders and participants. Smart city evaluations involve various stakeholders and participants. These complex processes see each entity, including government agencies, international organizations, academic institutions, industry sectors, and NGOs, contributing to the smart cities’ planning, development, and management 45 , 46 . Key organizations in this realm are the International Organization for Standardization (ISO), International Telecommunication Union (ITU), United Nations Human Settlements Programme (UN-Habitat), Smart Cities Council, European Institute of Innovation and Technology (EIT Urban Mobility), and World Council on City Data (WCCD). Additionally, numerous countries have established their own smart city evaluation standards to direct and review smart city progress 11 . Notable examples are the “One New York: The Plan for a Strong and Just City” in the USA, the “BSI PAS 180” in the UK, Singapore's “Smart Nation Initiative”, and China’s “National New-type Smart City Evaluation Indicator System”.

Evaluation of low-carbon city: contents, methods, and subjects

As more countries integrate low-carbon city development into their national strategies and plans, conducting scientific evaluations of cities’ current low-carbon development levels to encourage them to adopt corresponding measures for improvement has become a key strategy in advancing cities towards a low-carbon future 47 . In the Wos Core Collection database, we conducted a search for studies spanning January 2018 to January 2023 with “low-carbon city*” AND “evaluation” as keywords, subsequently identifying 98 pertinent articles through two rounds of screening.

This section, maintaining the research framework of “ Evaluation of smart city: contents, methods, and subjects ” section ( evaluation contents, methods, and subjects ), organizes low-carbon city research to enable comparison with smart city evaluations.

Cluster 1-evaluation contents (what to evaluate), including low-carbon city evaluation systems, dimensions, and indicators. Current research focusing on low-carbon cities primarily spans six key domains: urban low-carbon scale, energy, behavior, policy, mobility, and carbon sinks. The evaluation dimensions for low-carbon cities are mainly divided into two types: single-criterion systems concentrating on specific low-carbon aspects (such as low-carbon economy, low-carbon energy, etc.), and comprehensive multi-criteria systems assessing the overall urban low-carbon development 48 , 49 . Compared to single-criterion evaluation systems, comprehensive and multi-criteria evaluation systems are increasingly gaining attention from scholars. These scholars share the view that low-carbon city construction is a diverse, dynamic, interconnected process that requires comprehensive consideration of various urban aspects, including economy, society, and environment, and involves coordinating the actions of different stakeholders to achieve sustainable urban development 50 , 51 . Additionally, international institutions and many national governments have also published low-carbon city evaluation frameworks from the perspective of comprehensive and multi-criteria evaluation systems. The most notable examples include the United Nations Commission on Sustainable Development, which set 30 indicators from four dimensions: social, environmental, economic, and institutional, to evaluate the level of urban low-carbon development. The Chinese Academy of Social Sciences proposed the “China Low Carbon City Indicator System”, covering 8 dimensions such as economy, energy, facilities, and 25 specific indicators including energy intensity, per capita carbon emissions, and forest coverage rate.

Cluster 2-evaluation methods (How to evaluate) , including low-carbon city evaluation methods and tools. Firstly, identifying evaluation indicators as the initial step in constructing a low-carbon city evaluation model, current research methods not only include traditional methods like literature review and expert interviews but also increasingly involve scholars using dynamic perspectives based on urban complex systems, applying models like DPSR (Driving forces-Pressures-State-Response), STIRPA (Stochastic Impacts by Regression on Population, Affluence, and Technology), the Environmental Kuznets Curve (EKC), and STEEP (Social, Technological, Economic, Ecological, and Political) for indicator identification 52 , 53 . Secondly, weighting evaluation indicators, an essential part of model construction, typically involves methods like subjective weighting (expert scoring, Delphi method, AHP) 54 , objective weighting (PCA, Entropy weight method, variance analysis), and combined weighting (DEA) 55 . Each method has its characteristics and suitable scenarios and should be selected according to specific circumstances. Additionally, quantitative assessment of regional carbon emissions using methods like carbon footprint analysis, baseline emission comparison, and Life Cycle Assessment (LCA) is also becoming a research focus 56 .

Cluster 3-evaluation subjects (Who performs the evaluation) , including low-carbon city stakeholders and participants. The evaluation of low-carbon cities also involves multiple stakeholders (government, enterprises, residents, etc.) 57 . Among them, international organizations like the International Organization for Standardization (ISO), the International Energy Agency (IEA), and the World Meteorological Organization (WMO) have played significant roles in establishing low-carbon city evaluation standards and promoting global low-carbon city development. Additionally, due to economic, policy, and perception factors, current low-carbon city construction relies primarily on government financial input, with social capital and public participation in low-carbon city construction noticeably lacking 58 . Therefore, how to enhance the awareness of enterprises and residents as main actors in low-carbon city construction has become a current research focus.

Coupling coordination analysis between SCP and LCL

Smart cities and low-carbon cities, as important urban development models for the future, have seen an increasing focus on their interrelation by scholars in recent years, becoming an emerging research hotspot in the field. In the Wos Core Collection database, we searched for studies from January 2018 to January 2024 using the keywords “smart city*” “low-carbon city*” “correlation analysis” “coupling coordination analysis” and “urban sustainability”. After two rounds of screening, 24 related studies were selected for analysis.

From the perspective of research results, the current research conclusions about the correlation between low-carbon cities and smart cities primarily include two main points: (i) SCP and LCL cannot achieve coupling coordination development. Some scholars argue that SCP and LCL differ in their focus: SCP emphasizes urban technological and economic development, while LCL focuses more on urban ecological construction 17 . Particularly, De Jong identified 12 urban development concepts, including smart city, low-carbon city, eco-city, and green city. He believes that a clear distinction must be made in the conceptual definition of these types of cities to more accurately guide future urban planning 59 . Furthermore, some scholars argue that the relationship between SMC and LCC is negatively correlated. Deakin believes that the direct environmental benefits of IoT technology are insufficient to achieve urban sustainability goals 60 . Barr et al. argue that the logic of smart cities often leads city administrations to prioritize superficial changes and promote individual behavioral shifts, detracting from the crucial task of reconfiguring urban infrastructure for low-carbon lifestyles 61 , 62 . (ii) SCP and LCL can achieve coupling coordination development. Some scholars believe there is a positive correlation between SCP and LCL, with SCP potentially promoting the development of LCL. Specifically, the intelligent systems built by SCP can effectively match urban energy supply and demand, reducing urban carbon emissions, such as through smart grids and intelligent transportation networks 18 . It is worth noting that most of the studies on the coupling coordination relationship between urban SCP and LCL are based on perspectives of individual urban subsystems such as technology, economy, management, industrial structure, and society. They lack a comprehensive consideration of the city as a complex system 59 , 61 , 63 .

From the perspective of research methodologies, coupling coordination analysis is a fundamental statistical approach for examining relationships between two or more variables. This analysis typically employs techniques such as Pearson’s correlation coefficient, Spearman’s rank correlation coefficient, Kendall’s tau, partial correlation, point-biserial correlation, and multiple correlations. Each technique offers unique insights into the nature and strength of the interdependencies among variables 61 . The selection of an appropriate method depends on the data type (continuous, ordinal, or categorical), its distribution (e.g., normal distribution), and the specific objectives of the research.

In summary, although existing research has made significant contributions to the independent evaluation and advancement of smart cities and low-carbon cities, including their relevant construction content, main actors, as well as some specific measures such as empowering cities with data intelligence for low-carbon economic development and transitioning industrial structure to low-carbon, there are still some important knowledge gaps. On the one hand, current research primarily analyzes the coupling coordination relationship between urban SCP and LCL from the micro-perspective of individual urban subsystems such as economic and energy systems. This approach lacks a macroscopic perspective from the complex urban system, which is detrimental to the comprehensive development of cities 60 , 64 , 65 . On the other hand, current studies often only conduct basic qualitative comparisons of the relationship between the development levels of urban SCP and LCL from a quantitative or qualitative perspective. They lack a comprehensive analytical approach that integrates both qualitative and quantitative analyses for further exploration of the coupling coordination relationship between urban SCP and LCL. This shortfall hinders the sustainable development of cities.

To fill these knowledge gaps, this study employs a mixed-methods approach, combining qualitative and quantitative analyses, to examine the model of coupling coordination between urban SCP and LCL. It also develops recommendations to enhance this coupling coordination, aiming to support sustainable development goals. Furthermore, this research selects 52 typical low-carbon and smart pilot cities in China as case studies, ensuring both scientific validity and practical applicability of the findings. Additionally, to enhance the logical coherence and readability of this study, we posit that a coupling coordination relationship exists between urban SCP and LCL and thus propose Hypothesis 1 .

Hypothesis 1

There is a substantial degree of coupling coordination between the overall urban system’s SCP and LCL, yet there are disparities in this coordination degree among the subsystems of economy, society, politics, culture, and ecology.

Methodology

Research framework.

The construction of low-carbon and smart cities, as key pathways to urban sustainability, necessitates examining their interplay and fostering their collaborative development for achieving sustainability goals 66 . This research employs a sequential framework, including Conceptual, Data, Analysis, and Decision-making Layers, to methodically explore the coupling coordination relationship between SCP and LCL, with the framework illustrated in Fig.  1 .

Research framework.

Firstly , in the Conceptual Layer, this study aligns with the United Nations’ objectives for sustainable cities, encompassing economic growth, social equity, better life conditions, and improved urban environments. Integrating these with China’s “Five-Sphere Integrated Plan (economy, politics, culture, society, and ecological environment construction)” for urban development, the research dissects the components of smart city systems (such as information infrastructure, information security, public welfare services) and low-carbon city systems (including low-carbon construction, transportation, and industry), with the aim to collect indicators. Secondly , in the Data Layer, this research develops smart city and low-carbon city evaluation systems, grounded in national standards and official statistics, to qualitatively examine the correlation between SCP and LCL from a macro perspective. Thirdly, in the Analysis Layer, this study selects 52 cities, both smart and low-carbon pilot cities in China, as samples for quantitative analysis. The process involves standardizing indicators, scoring and ranking the cities based on their smart performance and low-carbon levels, followed by employing Pearson’s correlation coefficient and coupling coordination degree model to scientifically analyze the correlation between SCP and LCL. Finally, in the Decision-making Layer, the study examines the coupling coordination relationship between urban smart performance, the overall low-carbon level, and the low-carbon level across five dimensions, which is key for us to test Hypothesis 1 . It also formulates development paths for the coupling coordination of smart and low-carbon cities.

SCP index system construction

Since the concept of smart cities was introduced in 2008, many national governments have established smart city evaluation standards. Due to varying national conditions, SCP evaluation indicators differ across countries. As the sample cities in this study are Chinese smart pilot cities, the selection of SCP evaluation indicators primarily references relevant Chinese national standards. As a global pioneer in smart city development, China released the “Evaluation indicators for new-type smart cities (GB/T 33356-2016)” in 2016 and revised it in 2022. This national standard, with its evaluative indicators, clearly defines the key construction content and development direction of new smart cities, aiming to specifically enhance the effectiveness and level of smart city construction, gaining significant recognition within the industry.

This study, grounded in the concept of a city’s “Five-in-One” sustainable development, is guided by three principles of “Inclusive well-being & Ecological harmony”, “Digital space & Physical space”, and “New IT technologies & Comprehensive services”. It also adheres to the “people-oriented concept” and adopts an “urban complex dynamic perspective” in the process of smart city construction. Additionally, it follows the principle of “similar attributes of evaluation objects”. Based on these foundations, the study establishes three criteria for selecting evaluation indicators, including scientific, coordination, and representation. Drawing on the Chinese government’s smart city evaluation standards and utilizing a literature review methodology, this research constructs an SCP evaluation indicator system for cities, as detailed in Supplementary Appendix Table A1 . The SCP index system includes six primary indicators, including smart public service (SPE), precise governance (PG), information infrastructure (II), digital economy (DE), innovative development environment (IDE), and citizen satisfaction (SCS). It also features 24 secondary indicators, such as traffic information services, grassroots smart governance, and spatio-temporal information platforms. Importantly, to explore the correlation between smart cities and low-carbon cities more effectively, the study deliberately omits “Internet + Green Ecology” related indicators from the smart city evaluation system. To ensure the accuracy and representativeness of these indicators, they were validated through expert consultation, public participation, and comprehensive statistical methods.

LCL index system construction

Current international organizations and academic perspectives on low-carbon city evaluation systems are predominantly based on the urban complex systems approach, considering the interplay and interaction of aspects such as low-carbon society, economy, and technology. Consistent with the principles for selecting SCP evaluation indicators, the choice of LCL evaluation indicators in this study primarily adheres to relevant Chinese national standards and related literature.

As a proactive practitioner in global low-carbon city development, in 2021, the Chinese government released the “Sustainable Cities and Communities—Guides for low-carbon development evaluation (GB/T 41152-2021)”. This national standard evaluates the level of urban low-carbon development, clarifying the key directions for such development, and serves as a current guide for low-carbon city construction in China. Thus, this study, grounded in the “Five-in-One” sustainable urban development framework and guided by the principles of “carbon reduction & pollution reduction”, “green economic growth”, and “enhanced carbon sequestration capacity”, combines the previously established principles of scientific, coordination, and representative for selecting evaluation indicators. It establishes an LCL index system based on the Chinese government’s evaluation standards and relevant literature. Specifically, the LCL evaluation index system constructed in this study includes five primary indicators, including low-carbon economic (LCE), low-carbon society (LCS), low-carbon environmental quality (LCEQ), low-carbon management (LCM), and low-carbon culture (LCC), as well as 22 secondary indicators such as energy consumption per unit of GDP and carbon emission intensity, as shown in Supplementary Appendix Table A2 . Similarly, to ensure the accuracy and representativeness of the indicators, the specific indicators were validated through expert consultation, public participation, and comprehensive statistical methods.

Analysis model construction

In this study, an Entropy-TOPSIS-Pearson correlation-Coupling coordination degree (ETPC) analysis model is constructed to quantitatively analyze the coupling coordination relationship between Urban SCP and LCL. The entropy method is first applied for objective weighting of evaluation indices, ensuring data objectivity and reducing subjective bias, thus enhancing the model’s accuracy and fairness. Next, the TOPSIS method is used to rank sample cities based on their smart performance and low-carbon levels, providing a straightforward and intuitive ranking mechanism. The Pearson correlation method then examines the correlation between SCP and LCL, offering data-driven insights into the dynamic relationships between these variables. Finally, the coupling coordination model calculates the degree of coordination between SCP and LCL, providing a theoretical basis for subsequent enhancement pathways and policy recommendations. The ETPC model constructed in this study has several advantages and complementarities, allowing for a comprehensive analysis and evaluation of the research question from various perspectives. Additionally, the ETPC model can be broadly applied to other multidimensional evaluation and decision analysis issues, such as the coupling coordination between various public health interventions and community health levels, and the comprehensive effects of different economic policies on regional economic development and environmental impact. Specific analysis steps are outlined as follows.

Step 1: Conduct the data normalization process.

where x ij and y ij represent respectively the original and standardized value for the indicator j in referring to the sample case i ( i  = 1,2,3,…, m; j  = 1,2,3,…, n ), max (x j ) and min (x j ) denote respectively the largest and smallest value among all m samples for the indicator j , P ij represents the value proportion of indicator j in the sample case i to the summation value of the indicator from all cases.

Step 2: Calculate the weight and measure the comprehensive level based on entropy method.

The entropy weight method, an objective approach deriving weights from sample characteristics, mitigates expert bias, enhancing the objectivity and credibility of indicator weighting 67 . This study employs this method, determining weights through the calculation of each indicator’s information entropy, and measure the comprehensive level of the subsystem.

where m is the total number of sample cases, \({e}_{j}\) demonstrates the entropy value of the j indicator and \({\omega }_{j}\) denotes the weight of indicator j , and V represent the comprehensive level.

Step 3: Conduct a ranking of evaluation objects based on TOPSIS method.

A key limitation of the entropy method is its tendency to neglect the significance of indicators. The TOPSIS method, addressing this issue, is an ideal-solution-based ranking technique that aids in multi-objective decision-making among finite options 68 . In this approach, the study first determines positive and negative ideal solutions, measures each objective’s distance to these ideals, and subsequently ranks the subjects by the proximity of each objective to the ideal solution.

where \({ V}^{+}\) and \({V}^{-}\) respectively represent the best ideal solution and the worst ideal solution, \({D}_{i}^{+}\) and \({D}_{i}^{-}\) represent the distances from the objective to the positive and negative ideal solutions, respectively. \({C}_{i}\) indicates the closeness of the evaluation objective to the optimal solution, with \({C}_{i}\in \left[\text{0,1}\right]\) . A larger \({C}_{i}\) value suggests stronger smart and low-carbon development capabilities of the sample city.

Step 4: Analyze the correlation based on Pearson correlation method.

The Pearson correlation method is commonly used to measure the correlation coefficient between two continuous random variables, thereby assessing the degree of correlation between them 69 . In this study, based on the results from Steps 1–3, two sets of data are obtained representing the smart development level and low-carbon development level of sample cities, \(A:\left\{{A}_{1},{A}_{2},\dots ,{A}_{n}\right\}\) and \(B:\left\{{B}_{1},{B}_{2},\dots ,{B}_{n}\right\}\) . The overall means and covariance of both data sets are calculated, resulting in the Pearson correlation coefficient between the two variables.

where \({A}_{i}\) and \({B}_{i}\) respectively represent the SCP and LCL of sample cities. \(E\left(A\right)\) and \(E\left(B\right)\) are the overall means of the two data sets, \({\sigma }_{A}\text{ and }{\sigma }_{B}\) are their respective standard deviations, \(cov(A,B)\) is the covariance, and \({\rho }_{AB}\) is the Pearson correlation coefficient. When the correlation coefficient approaches 0, the relationship weakens, as it nears − 1 or + 1, the correlation strengthens.

Step 5: Analyze the coupling coordination degree based on the coupling coordination model.

The coupling coordination degree characterizes the level of interaction between different systems and serves as a scientific model for measuring the coordinated development level of multiple subsystems or elements 70 . This study has developed a model to measure the coupling coordination degree between two systems.

where C defines the coupling degree, \({f}_{1}\) and \({f}_{2}\) are the evaluation values of SCP and LCL respectively. CPD represents the coupling coordination degree. \(\alpha\) , \(\beta\) are the coefficient to be determined, indicating the importance of the systems. This study assumes that each system is equally important. Thus \(\alpha =\beta =1/2.\)

In this study, building upon the framework established by a preceding study, a classification system for the coupling coordination degree was developed. This system delineates the various types of coupling-coordinated development among SCP, LCL, LCS, LCM, LCEQ, and LCC. Current research on the division of coupling coordination degree intervals often uses an average distribution within the [0, 1] range 70 . However, due to the large sample size and the wide distribution range of coupling coordination degrees in this study, we have categorized these types into ten distinct levels based on their rank, as detailed in Table 1 .

Selection of sample cities and data collection

The Chinese government has prioritized the development of smart and low-carbon cities. Since 2010, it has launched 290 smart city pilots and 81 low-carbon city pilots across various regions, reflecting different levels of development, resource allocations, and operational foundations. To maintain the scientific integrity of our study, we established stringent criteria for selecting sample cities: (i) each city must be concurrently identified as both a smart and a low-carbon city pilot, and (ii) their government agencies must have issued data on key performance indicators for these initiatives. Following these criteria, our research has ultimately selected 52 cities as samples, as detailed in Fig.  2 . It is noteworthy that these 52 typical case cities are almost all provincial capitals in China, mostly located within the Yangtze River Delta, Pearl River Delta, Jingjinji (Beijing–Tianjin–Hebei), and Western Triangle economic regions. Additionally, according to the “Globalization and World Cities Research Network (GaWC) World Cities Roster 2022 (GaWC2022)”, these cities are ranked within the top 200 globally. Therefore, given the scope of this research, these case cities offer significant representativeness and can serve as valuable models for promoting development in other urban areas. The data for this paper were sourced from the “China Low-Carbon Yearbook (2010–2023)”, the “China Environmental Statistics Yearbook (2010–2023)”, and low-carbon city data published by the governments of the sample cities. Additionally, this study addressed any missing data by averaging the data from adjacent years and applying exponential smoothing.

52 sample cities and their geographic locations.

Weighting values between evaluation indicators

The entropy weighting values between the 20 indicators of SCP and the 19 indicators of LCL are calculated by applying the data described in “ Weighting values between evaluation indicators ” section to formula ( 1 )–( 5 ), and the results are shown in Supplementary Appendix Tables A3 and A4 . Specifically, within the SCP evaluation framework, SPE and II are assigned the highest weights, while LCS and LCM are allocated the highest weights within the LCL evaluation framework. Conversely, SCS and LCC have attributed the lowest weights in their respective contexts.

Evaluation of SCP and LCL in sample cities

Utilizing the data from “ Selection of sample cities and data collection ” section and the weighting values derived in “ Weighting values between evaluation indicators ” section, we can determine the SCP and LCL of sample cities using the TOPSIS method, as outlined in formulas ( 6 )–( 9 ). The results are illustrated in Supplementary Appendix Table A5 and Fig.  3 . In this study, the value of the closeness coefficient (C i ) is used to indicate the relative closeness of a particular sample city to the negative ideal point 71 . The negative ideal point represents the worst solution of the ideal, where the individual attribute values reach their worst in each alternative. Therefore, a larger value of closeness indicates better smart city performance or a lower carbon level of a sample city 72 . C LCL and C SCP respectively represent the low-carbon level closeness coefficient and the smart city performance closeness coefficient. In referring to Supplementary Appendix Table A5 , the best three cities of SCP are Shenzhen, Shanghai, and Hangzhou, whilst the worst three cities are Yan’an, Jincheng, and Xining. Furthermore, Chengdu, Qingdao, and Beijing are the best there low-carbon level performers. Whilst Jincheng, Urumqi, and Huhehaote are the three worst.

TOPSIS-based analysis of SCP with LCL in 52 sample cities.

In referencing Fig.  3 , this study considers SCP data of sample cities as the control variable and ranks them in ascending order based on TOPSIS results. We then examine changes in LCL data to ascertain the correlation between these variables, yielding two key research conclusions: on one hand, analysis of 52 sample cities demonstrates a general ascending trend in both SCP and LCL data curves. This trend suggests a positive correlation between these two parameters. On the other hand, the LCL data, in contrast to the consistent rise in SCP, exhibits notable fluctuations and wider dispersion. This indicates that the positive correlation between SCP and LCL, while present, is not markedly robust.

Correlation results of SCP and LCL in sample cities

Correlation analysis of urban SCP and overall-LCL. This analysis employs the closeness coefficient (C i ) to assess SCP and overall-LCL in sample cities for Hypothesis 1 in Eqs. ( 10 ) and ( 11 ). The results are presented in Table 2 . Additionally, a linear regression analysis is conducted to determine the presence and magnitude of the relationship between SCP and LCL in these cities, as shown in Fig.  4 .

The scatter and regression of SCP and LCL: ( A ) SCP & Overall-LCL; ( B ) SCP & LCM; ( C ) SCP & LCS; ( D ) SCP & LCE; ( E ) SCP & LCQE; ( F ) SCP & LCC.

Considering the closeness coefficient range, correlation is categorized into five levels: very weak ( \(\left|{\rho }_{AB}\right|<0\) .1), weak ( \(0.1\le \left|{\rho }_{AB}\right|<0\) .3), moderate ( \(0.3\le \left|{\rho }_{AB}\right|<0\) .5), strong ( \(0.5\le \left|{\rho }_{AB}\right|<0\) .7), and very strong ( \(0.7\le \left|{\rho }_{AB}\right|<1.0\) ) 73 . Table 1 indicates a strong positive correlation between SCP and overall LCL. Linear regression analysis in Fig.  4 A demonstrates a significant correlation between SCP and urban LCL ( R 2  = 0.42, p  < 0.001), with notable differences exist among cities, consistent with Hypothesis 1 .

Correlation analysis of SCP and each low-carbon dimension. Pearson correlation analysis effectively measures the strength of linear relationships between two variables, but it does not identify causal relationships between them. To address this limitation and explore the interaction between the two variables, this study sets and solves the closeness coefficient for each low-carbon dimension, which are low-carbon economy (C LCE ), low-carbon society (C LCS ), low-carbon environmental quality (C LCEQ ), low-carbon management (C LCM ), and low-carbon culture (C LCC ). It then calculates the correlation analysis results for SCP and each low-carbon dimension for Hypothesis 1 , as shown in Table 1 . Furthermore, the results of the linear regression analysis are presented in Fig.  4 .

In detail, strong correlations exist between SCP and LCM, LCS, and LCEQ. The correlation is moderate with LCE and weak with LCC. Furthermore, linear regression analysis shows that the links between SCP and low-carbon levels across five dimensions are significant with minimal variance. Cities with higher SCP typically show higher values in LCM ( R 2  = 0.38, p  = 0.000), LCS ( R 2  = 0.35, p  = 0.000), and LCE ( R 2  = 0.32, p  = 0.000) as depicted in Fig.  4 B–D. However, this trend is less pronounced in LCEQ ( R 2  = 0.17, p  = 0.000) and LCC ( R 2  = 0.06, p  = 0.001), which exhibit greater dispersion as shown in Fig.  4 E,F. The lower R 2 values for LCEQ and LCC compared to other dimensions suggest a greater influence of factors not included in the model. Furthermore, to ensure the credibility and reliability of the research findings, this study conducted a sensitivity analysis by identifying and removing outliers from the sample dataset using the Z-score method, in addition to the previously mentioned Pearson correlation analysis. The Pearson correlation coefficient for the original dataset of city SCP and LCL is 0.65, with a significant P-value. After removing the outliers, the Pearson correlation coefficient is 0.61, and the P-value remained significant. Therefore, the correlation between city SCP and LCL proposed in Research Hypothesis 1 is robust.

Coupling coordination degree of SCP and LCL in sample cities

The degree of coupling coordination comprehensively considers multiple aspects of urban complex systems, including economic, social, and environmental dimensions. By systematically evaluating the coordinated development level of urban SCP and LCL, this approach enables the analysis of the coupling and coordination relationships between SCP and LCL, as well as among various subsystems such as LCM, LCS, LCE, LCEQ, and LCC. This reveals the dynamic interactions and causality between SCP and LCL within urban complex systems. The coupling coordination degrees of SCP and LCL, along with their subsystems, in 52 typical smart and low-carbon pilot cities in China, are illustrated in Fig.  5 .

Coupled coordination degree of SCP and LCL, LCS, LCEQ, LCE, LCM, LCC.

Characteristics of objective changes in the coupled coordination degree between SCP and LCL. Based on the coupling coordination model and Eqs. ( 12 ) to ( 14 ), the coupling coordination degree of the urban complex system in SCP and LCL regions is calculated for Hypothesis 1 , as illustrated in Fig.  5 .

From the holistic perspective of urban complex systems, as the level of urban SCP continuously improves, the coupling coordination degree between SCP and LCL among 52 pilot cities in China shows an upward trend. This indicates that as the functional indices of urban SCP and LCL both strengthen, their interaction and coordination also enhance. Among these, Jincheng has the lowest coupled coordination degree at 0.5201, while Beijing boasts the highest at 0.8622. Within the 52 pilot cities, 5.78% exhibit a barely coupling coordination level, 51.93% display a primary coupling coordination level, 25% achieve an intermediate coupling coordination level, and 17.31% reach a good coupling coordination level. Moreover, the average coupling coordination degree of the 52 pilot cities is 0.598, suggesting that the SCP and LCL of the pilot cities can achieve coupled coordinated development.

Characteristics of objective changes in the coupled coordination degree among SCP, LCM, LCS, LCE, LCEQ, and LCC for Hypothesis 1 are illustrated in Fig.  5 .

From the perspective of urban subsystems, the coupling coordination degrees of LCS & SCP, LCE & SCP, and LCM & SCP all exhibit characteristics of steady fluctuations with an upward trend, while the coupling coordination degree of LCC & SCP shows greater volatility in its upward trend. The coupling coordination degree of LCEQ & SCP demonstrates a trend of initially rising and then declining. Furthermore, the average values of the coupling coordination degrees for LCS & SCP, LCE & SCP, LCM & SCP, LCEQ & SCP, and LCC & SCP are 0.478, 0.761, 0.779, 0.710, and 0.485, respectively. Among these, the pilot cities’ subsystems of LCE, LCM, and LCEQ with SCP exhibit an intermediate level of coupling coordination, while the coupling coordination degrees of LCS and LCC with SCP are on the verge of a dysfunctional recession. This indicates that the causal relationships between urban SCP and the subsystems of urban LCM, LCS, LCE, LCEQ, and LCC vary. Overall, Hypothesis 1 holds true both from the perspective of the city's overall system and from the perspective of its various subsystems.

Discussions and implications

Relationship between scp and lcl of different cities.

Considering the evaluation results of the urban SCP and LCL, four grades of the overall points can be classified, namely, excellent (0.7–1.0), average (0.5–0.7), below average (0.4–0.5), and poor (0–0.4). Subsequently, the sample cities in Supplementary Appendix Table A5 were classified based on these gradations. In the sample, cities with excellent SCP constitute 9.62%, about double the proportion with excellent LCL. Cities with average SCP account for 48.08%, whereas those at average LCL represent only 26.92%. Notably, cities with poor LCL comprise 26.92%, nearly triple the rate of those with poor SCP. The findings suggest that China’s SCP currently outperforms its low-carbon city initiatives, largely attributable to the rapid advancement of the Internet and Information and Communication Technology (ICT) in recent years. What’s more, Fig.  4 illustrates that urban SCP significantly positively influences the urban LCL, though substantial variations exist among different cities. The relevant types can be summarized into the following four categories.

Quadrant I-high SCP and high LCL, including only six cities (Shenzhen, Shanghai, Beijing, Ningbo, Xiamen, and Qingdao). These cities are not only among China’s earliest smart city pilots but also recent focus areas for the government’s “Carbon Peak Pioneer Cities” initiative. By actively exploring innovative models, systems, and technologies for smart and low-carbon co-development, these cities provide valuable practical experiences for others. For instance, Shenzhen has developed a multi-level, multi-component greenhouse gas monitoring network and technology system for “carbon flux, carbon concentration, carbon emissions”, while Ningbo has constructed a “smart zero-carbon” comprehensive demonstration port area.

Quadrant II-poor SCP and poor LCL, numerous cities in Fig.  4 A, such as Jincheng, Lhasa, and Urumqi, exhibit poor SCP and LCL. Despite China having the most smart and low-carbon city pilots globally, its development level in these areas still lags significantly behind typical developed countries. While China’s infrastructure like networking and computing power has reached a certain scale, issues persist with insufficient integration and intensity in infrastructure construction and operation, as well as problems with aging infrastructure and low levels of intelligence. Furthermore, although China’s low-carbon pilot cities have made positive progress in promoting low-carbon development, most still have incomplete carbon emission statistical systems and inadequate operational mechanisms, leading to generally poor overall low-carbon development levels.

Quadrant III-high LCL but poor SCP, such as Kunming, Xining, and Guiyang. These cities possess resources conducive to low-carbon development, such as Kunming and Guiyang with their rich forest carbon sinks, and Xining with abundant clean energy sources like solar and wind power. However, they are mostly situated in China’s central and southwest areas with underdeveloped physical and economic conditions. Leveraging their abundant low-carbon resources, and utilizing big data and IoT technology, achieving sustainable green economic growth through carbon credits and trading markets, as well as green finance, represents a significant future development direction for these cities.

Quadrant IV-high SCP but poor LCL, including Suzhou, and Jinhua Zhongshan, decoupling economic development from carbon emissions presents a significant development challenge for these cities. Specifically, for Suzhou, one of the world’s largest industrial cities, the main challenge is achieving decarburization in the energy sector and transitioning high-emission manufacturing industries to low-carbon alternatives.

What’s more, as illustrated in Fig.  5 , the degree of interaction between SCP and LCL across the 52 pilot cities in China positively impacts the balanced and comprehensive performance of these cities. This, in turn, fosters the coordinated development of urban systems as a whole. Moreover, the continual increase in the coupled coordination degree between SCP and LCL with the enhancement of SCP in pilot cities indicates that smart city construction contributes to urban low-carbon development. Future urban development in China should fully leverage the industrial upgrading effect, carbon sequestration effect, and energy utilization effect of smart city construction. However, the increasing slope of the SCP & LCL coupled coordination degree curve in Fig.  5 suggests significant regional differences in the level of SCP & LCL coupled coordination development across Chinese cities. Smart city construction has a more pronounced decarburization effect in central and western cities, southern cities, non-environmentally focused cities, and resource-based cities, with cities in the northwest showing notably poorer levels of SCP & LCL coupled coordination development. This serves as a warning for future urban development in China.

Relationships between SCP and LCL in each urban subsystem

The relationship between urban SCP and LCL across five dimensions is illustrated in Fig.  4 B–F. There is a strong positive correlation between SCP and LCM, LCS, and LCE, while a moderate correlation is observed with LCEQ, and a weak correlation with LCC. Furthermore, the degree of coupling coordination between SCP and subsystems such as LCS, LCEQ, LCE, LCM, and LCC is examined in Fig.  5 . The results of the coupling coordination vividly illustrate the synergistic interactions and developmental harmony between urban SCP and various systems.

Among these, the coupling coordination degree curve fluctuation between SCP & LCM is stable, situated at an intermediate coupling coordination level, indicating the dominant role of the Chinese government in the construction of smart cities and low-carbon cities, as well as the effectiveness of policy implementation. However, this also suggests that in promoting urban smart and low-carbon construction, China faces the risk of adopting “one-size-fits-all” mandatory policies, neglecting to advance construction in phases with emphasis, tailored to the city's resource endowment and economic development status. The coupling coordination degree curve changes between SCP&LCE and SCP&LCL show the highest degree of fit, indicating that low-carbon economic development brought about by digital empowerment and upgrading of the urban industrial structure is a key driving factor for promoting the coupled coordination development of urban smart and low-carbon initiatives. Transforming traditional industrial structures and pursuing low-carbon upgrades of the economic structure present challenges for urban development in China today. The coupled coordination degree of SCP & LCS is on the verge of a dysfunctional recession, highlighting the imbalance in the development between China's SCP and LCS, especially in terms of new infrastructure construction, such as smart transportation and logistics facilities, smart energy systems, smart environmental resources facilities, etc. The current construction of new infrastructure in China is far from meeting the living needs of the broad masses of people.

It is noteworthy that with the continuous improvement of the SCP in sample cities, the coupling performance degree between SCP and LCEQ exhibits two phases: an initial stage of synergistic enhancement followed by a stage of diminished synergy. In the early phase of synergistic development, the SCP and LCEQ systems of cities, driven by shared goals of sustainable urban development, strategy adjustments, resource sharing, and technological progress, facilitated effective collaboration and integration between systems. However, upon reaching a certain stage, intensified resource competition, declining management efficiency, and environmental changes led to internal system fatigue, resulting in weakened synergy. This indicates that once the technological effects generated by smart city construction reach a certain level, it becomes crucial to enhance the city's capacity for autonomous innovation. Addressing the bottleneck issues of core technologies and transforming the development mode of smart low-carbon technology from “imitative innovation” represent significant breakthroughs for further promoting the coupled coordination of SCP and LCEQ in China’s future.

Moreover, as the SCP of sample cities continuously improves, the coupled coordination degree between SCP and LCC shows two phases: initial stable fluctuations and subsequent rapid growth. The turning point in the curve change occurs at a coupled coordination degree of 0.6, denoted as the primary coupling coordination point. Among these, the low-carbon awareness rate of urban residents, as a key indicator of LCC, shows that the majority of urban residents in China are still in the cognitive awakening stage regarding low-carbon consciousness. At this stage, residents begin to recognize the severity of climate change and environmental degradation, along with the importance of smart low-carbon lifestyles in mitigating these issues. The government continuously promotes this awareness through media reports, educational activities, official propaganda, and community initiatives. As residents gain a deeper understanding of the issues, their attitudes shift from initial indifference or skepticism to a stronger identification with and support for the values and concepts of smart low-carbon living. This shift encourages residents to experiment with new smart low-carbon lifestyles, gradually finding suitable smart low-carbon behavioral patterns that become habitual. Ultimately, when smart low-carbon lifestyles are fully internalized as part of residents’ values, they not only practice smart low-carbon living at the individual level but also actively participate in promoting society’s smart low-carbon construction. Therefore, this study posits that the emergence of the coupled coordination degree turning point between SCP and LCC is not only a process of individual behavioral change but also a reflection of social and cultural transformation. This process is time-consuming and influenced by multiple factors, including policy guidance, economic incentives, educational dissemination, and the social atmosphere.

Implications for promoting coupling coordination development between urban SCP and LCL

Low-carbon and smartness are vital features of modern, sustainable urban development and key supports for it. This study posits that urban low-carbon and smart development should not be disjointed but rather synergistic and complementary. To better achieve sustainable urban development goals, a model should be constructed with “low-carbon” as the cornerstone of sustainable development and “smartness” as the technological assurance for low-carbon growth. Specifically, this study proposes the “urban smart low-carbon co-development model”, which entails a deep integration of intelligent technologies such as the Internet of Things (IoT) and big data with urban construction, governance services, and economic development. This model leverages digitalization to facilitate decarburization, thereby achieving urban sustainable development goals such as energy-efficient and green urbanization, ecological and livable environments, and streamlined governance services.

Furthermore, to better coordinate smart development with low-carbon city construction, enhance low-carbon city building through digitalization, and explore exemplary practices and models of smart low-carbon city construction, this study finds it necessary to establish an evaluation system for smart and low-carbon urban co-development. Therefore, based on the aforementioned urban SCP and LCL evaluation indicator system, this study initially conducted a literature review of past research, selecting 5 primary indicators and 20 secondary indicators from 48 articles to evaluate the degree of coupling coordination development between urban SCP and LCL. Subsequently, the Delphi method was employed to finalize the list of evaluation indicators, with 10 experts from various regions and diverse backgrounds in China refining the list and determining the weights of each indicator, as shown in Supplementary Appendix Table A6 . The final Smart Low-Carbon City Coupling Coordination Development Evaluation Indicator System, as presented in Table 3 , comprises 5 primary indicators and 18 secondary indicators. This evaluation system aims to emphasize the utilization of next-generation information technologies such as 5G, artificial intelligence, cloud computing, and blockchain to expand urban green ecological spaces, strengthen ecological environment governance, and enhance the level of intelligent urban governance, meeting the development needs of smart low-carbon cities.

The policy implications from the analysis results suggest that actions should be taken by government departments in China to reduce the uneven performance between urban SCP and LCL across various cities. These actions include, for example: Firstly, guiding the innovative development of urban SCP and LCL through policies, such as enhancing government digital services and administrative platforms, continuously promoting the development of emerging industries and the upgrading of traditional industries, and actively promoting green energy technologies. Secondly, categorizing and advancing the coordinated development of smart and low-carbon cities—comprehensive development should be pursued simultaneously in large cities in eastern and central China, while in smaller cities in western China, priorities should include enhancing urban innovation capabilities and improving infrastructure to lay a solid foundation for the coupled coordination of urban SCP and LCL. Thirdly, constructing a multi-stakeholder governance system to maximize the leading role of the government, the main role of enterprises, and the active participation of residents. By fostering a positive social atmosphere and cultural attributes, this will enhance the sense of participation and achievement among different social groups, creating a sustainable development model for urban SCP and LCL coordination. Lastly, emphasizing the development of SCP and LCL coordination in county-level cities is crucial. While large Chinese cities have already begun to form a pattern of coordinated SCP and LCL development, county-level cities, though with weaker infrastructures, possess tremendous potential. Focusing on low-carbon production, circulation, and consumption, and strengthening smart and low-carbon constructions in county-level cities will be a vital task for future urban development in China.

Conclusions

The global urbanization process brings opportunities for economic growth and social development, but also presents a series of challenges, such as environmental pressures and resource constraints 3 . The evaluation of urban SCP and LCL creates a link between the policy-making in urban resources environment management and the objectives of sustainable development goals (SDGs 11.4, 11.6, and 11.b) at the city level 74 . Currently, there is no unified consensus on the coupling coordination development between urban SCP and LCL. This study proposes a method combining qualitative and quantitative analysis from the perspective of urban complex systems to analyze the coupling coordination relationship between SCP and LCL. This new method clearly interprets a strong positive correlation between urban smart performance and the overall low-carbon level. Specifically, there are strong correlations between SMC and LCM, LCS, and LCE, with a moderate correlation to LCQE and a weak correlation with LCC. Several innovative insights for this method are highlighted: (i) sustainable development based on SCP and LCL assessment; (ii) emphasizing the “people-centric” concept in urban development; (iii) analyzing from the perspective of urban complex systems.

This study selected 52 typical smart and low-carbon pilot cities in China as sample cities to analyze the coupled coordination relationship between urban SCP and LCL. And the main findings from this analysis can be summarized as follows: (i) smart city initiatives outperform low-carbon city development, with notable differences in SCP and LCL effectiveness across eastern, central, and non-resource-based cities versus western, peripheral, and resource-dependent ones in China. (ii) A strong positive link between urban SCP and low-carbon levels, especially between SCP and LCM, LCS, and LCE, with moderate and weak correlations to LCEQ and LCC, respectively. (iii) An increasing urban SCP levels enhance the coupling coordination within the urban SCP and LCL system. SCP & LCE, SCP & LCM, and SCP & LCS subsystems align well with the overall system, driving the coupled coordination of urban SCP and LCL. In contrast, SCP & LCC and SCP & LCEQ have lesser alignment, affected by factors like technology, policy, economic incentives, education, and societal attitudes. Based on the evaluation results, this study posits that the development of urban low-carbon and smart initiatives should not be disjointed but rather synergistic and complementary. This study constructs an evaluation indicator system for the co-development of smart low-carbon cities aimed at better guiding the future coupling coordination development of smart and low-carbon cities.

The novelty of this study not only addresses the practical dilemma of obtaining comprehensive, accurate, and timely urban-level carbon emission data, a challenge due to existing measurement and estimation technologies being unable to capture all types of carbon emissions, but also assesses the urban SCP and LCL. Simultaneously, by combining qualitative and quantitative analysis methods, it fills the research gap on the nature of the coupled coordination relationship between urban SCP and LCL. Moreover, from the perspective of urban complex systems, this study dissects the urban low-carbon level into LCC, LC, LCE, LCEQ, and LCS, exploring their respective coupled coordination relationships with SCP. This clarifies the impact mechanism between SCP and LCL, providing a theoretical basis for smart low-carbon city co-development. The limitations of the study are also appreciated. Firstly, the study only selected a sample of cities in China, and the limited number of samples may not fully substantiate the research conclusions. Secondly, the indicator system constructed by this study is still not perfect, leading to certain inaccuracies in the evaluation results. In this regard, future studies are recommended to conduct a more comprehensive comparison analysis on the coupled coordination relationship between SCP and LCL at city, regional, and national levels, which would be beneficial in better guiding the practice of urban sustainability.

Data availability

All data generated or analysed during this study are included in this published article [and its Supplementary Information files].

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Zhu, X., Li, D., Zhou, S. et al. Evaluating coupling coordination between urban smart performance and low-carbon level in China’s pilot cities with mixed methods. Sci Rep 14 , 20461 (2024). https://doi.org/10.1038/s41598-024-68417-4

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Herbal companion crops as an example of implementation of sustainable plant protection practices in soybean cultivation.

1. Introduction

2. materials and methods, 2.1. study location, 2.2. experimental design, 2.3. biometric analysis, 2.4. yield quality, 2.5. assessment of the incidence of cercospora leaf blight, fusarium wilt, ascochyta blight, and downy mildew (peronospora manshurica) in soybean plants, 2.6. statistical analysis, 3.1. weather conditions, 3.2. biometric traits, 3.3. seed yield and yield quality, 3.4. pathogen suppression, 4. discussion, 4.1. companion crop and seed yield, 4.2. companion crops and soybean health, 5. conclusions, author contributions, institutional review board statement, data availability statement, conflicts of interest.

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Sikora, A.; Dłużniewska, J.; Kulig, B.; Klimek-Kopyra, A. Herbal Companion Crops as an Example of Implementation of Sustainable Plant Protection Practices in Soybean Cultivation. Agriculture 2024 , 14 , 1485. https://doi.org/10.3390/agriculture14091485

Sikora A, Dłużniewska J, Kulig B, Klimek-Kopyra A. Herbal Companion Crops as an Example of Implementation of Sustainable Plant Protection Practices in Soybean Cultivation. Agriculture . 2024; 14(9):1485. https://doi.org/10.3390/agriculture14091485

Sikora, Adrian, Joanna Dłużniewska, Bogdan Kulig, and Agnieszka Klimek-Kopyra. 2024. "Herbal Companion Crops as an Example of Implementation of Sustainable Plant Protection Practices in Soybean Cultivation" Agriculture 14, no. 9: 1485. https://doi.org/10.3390/agriculture14091485

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