- Qualitative
Qualitative research relies on data obtained by the researcher from first-hand observation, interviews, discussions, participant-observation, documents, and artifacts. The data are generally non-numerical, have smaller sample sizes than quantitative studies, and the focus tends to be a deeper understanding of a topic or experience. A few common examples include focus groups, Indepth interviews, and ethnographies.
- Quantitative
Quantitative research relies on structured data that can be quantified and used in statistical analysis or modeling. The data are generally numerical, have larger sample sizes than qualitative studies, and the focus tends to be on finding a stable, projectable understanding of a topic or experience.
- Quota
Quota is related to overall sample sizes and the make-up on different groups within that sample: quota is the number of respondents or data points needed to create the ideal sample profile. For example, if trying to design a sample that represents the US population, quotas are used to make sure the sample has the same percentage of people in their 20’s as the US population, and they can be used to balance any group of interest — by demographic categories, behaviors, beliefs, attitudes, situations, current statuses, etc. Quotas are the goals for the sample profile.
