What is the difference between qualitative and quantitative research?

Qualitative research and quantitative research serve distinct purposes in the realm of data collection and analysis, and the first choice highlights this fundamental difference effectively. Qualitative research delves into understanding people's opinions, motivations, and behaviors through methods such as interviews, focus groups, and observations. It aims to gather in-depth insights into the experiences and perspectives of participants, often resulting in rich, descriptive data.

On the other hand, quantitative research is centered around numerical data and statistical analysis. It seeks to measure variables and identify patterns or correlations through structured methods such as surveys and experiments that yield quantifiable results. This type of research allows for broader generalizations across larger populations, as it relies on measurable data to draw conclusions.

The remaining choices do not accurately capture the core differences between qualitative and quantitative research. For instance, saying qualitative research is conducted solely through surveys is misleading, as surveys are predominantly associated with quantitative approaches. Additionally, the claim that qualitative research is more reliable overlooks the fact that reliability differs in context and depends on the research goals. Lastly, characterizing quantitative research as subjective does not align with its nature; it is typically objective as it relies on numerical data and statistical methods.