Quantitative Surveys or Qualitative Surveys

Quantitative surveys and qualitative surveys are two core methods of collecting data for research and decision-making. Quantitative surveys focus on numerical data, statistical analysis, and measurable patterns, ideal for identifying trends and generalizing results. In contrast, qualitative surveys explore opinions, emotions, and motivations through open-ended questions, offering depth and context. Many researchers combine both for a balanced approach—quantitative for structure, qualitative for insight. Choosing the right method depends on your goals, audience, and the type of data needed. When used together, these surveys deliver a comprehensive understanding of customer attitudes, behaviors, and perceptions that drive informed, evidence-based decisions.

Researchers and marketers collecting data through surveys typically break down their results into two different categories: quantitative data and qualitative data. Surveys are essential tools to collect data on consumer opinions, allowing organizations to accurately measure and analyze customer attitudes, preferences, and behaviors. So what is the difference between each form of data? When should you use quantitative surveys over qualitative surveys, and vice versa? In this blog, we look at the similarities and differences between qualitative and quantitative data and how they are both useful for data research and analysis. Surveys are valuable tools for collecting data on consumer opinions, preferences, and behaviors.

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Introduction to Research

Research is the foundation of informed decision-making, whether in academia, business, or public policy. At its core, research is a systematic process that involves collecting and analyzing data to answer specific questions, solve problems, or gain insights into a research subject. There are various methods available to researchers, but two of the most widely used are qualitative research and quantitative research.

Qualitative research methods are designed to explore the deeper meaning behind behaviors, experiences, or social phenomena. This approach often involves collecting non-numerical data—such as interview transcripts, written responses, or direct observation notes—to gain a richer understanding of the research subject. On the other hand, quantitative research methods focus on gathering numerical data that can be measured and analyzed statistically. This allows researchers to identify patterns, trends, and relationships within large datasets.

By choosing the right research methods and combining qualitative and quantitative approaches when appropriate, researchers can develop a more comprehensive understanding of their topic and draw meaningful conclusions from the data collected.

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The Difference Between Quantitative and Qualitative Research

So, are surveys qualitative or quantitative? The answer is, they can be both! Author and professor KR Howe writes, “Researchers should forge ahead with what works. Truth is a normative concept, like good. Truth is what works.” So, here’s a look at the two types of data in survey design so you can decide which is best for you (or take a mixed method approach and use both). If you want to ensure accuracy in your research, learn more about survey testing methods. Each research method offers different benefits depending on your research goals and context.

What Is Quantitative Research?

Quantitative data refers to information that can be quantified; in other words, it can be counted or measured and given a numerical value. Quantitative research focuses on collecting numeric data that can be analyzed statistically. Quantitative research is expressed in numbers and graphs and is typically used to establish general facts about a topic. The most common quantitative methods include:

• Experiments: Situations in which researchers control and manipulate variables to determine cause-and-effect relationships. Experiments are used to test causal relationships by manipulating the independent variable and observing its effect on other variables.
• Observations: Observing subjects naturally without controlling variables. These observations are recorded as numbers.
• Surveys: Close-ended or multiple-choice questions that are sent to a sampling of the population or a target audience. Quantitative surveys are often distributed to a large sample population to conclude the entire population.

Quantitative research often examines relationships between two variables, such as in correlational studies. Using large samples in quantitative research is important to ensure representativeness and accuracy.

What is Qualitative Research?

Qualitative data focuses on the qualities of users; in other words, it looks to understand the “why” behind the numbers. Qualitative research is expressed in words and is typically used to understand ideas, thoughts, or experiences. The most common qualitative methods include:

• Interviews: Conducting interviews involves verbally asking open-ended questions to respondents and often includes follow-up questions to clarify or expand on their responses.
• Focus groups: Discussion amongst a group of people about a topic, usually hosted by an interviewer or moderator. Participants are encouraged to share their opinions in their own words.
• Ethnography: Becoming involved in a community or organization for an extended period of time to observe culture and behavior. These observations are recorded as words.
• Literature review: Survey of published works by other authors.
• Surveys: Open-ended questions that are sent to a sampling of the population or a target audience.

Qualitative studies often rely on qualitative survey research to recruit participants and gather valuable information about their experiences and perspectives. Content analysis and thematic analysis are commonly used to analyze qualitative data and identify patterns or themes.

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Quantitative vs Qualitative Research

As mentioned earlier, understanding the distinction between quantitative and qualitative research is essential for effective study design. Here is a handy guide on quantitative vs qualitative research that will help you in your studies and survey research design. When planning your research, it is important to formulate clear research questions, as these will guide your decision on whether to use quantitative or qualitative methods.

Quantitative and Qualitative Research Methods

One method of research is to use a combination of both quantitative and qualitative approaches.

Here are a few examples of each type of research method, along with examples of quantitative and qualitative questions. Including example questions can help clarify the differences between methods.

Quantitative Survey Method

You survey 300 patients at a hospital and ask them questions such as: “On a scale from 1-5, how satisfied are you with the level of care you received?” or “Yes or No: Would you return to this hospital for future medical needs?”

Quantitative surveys often include single-select questions, where respondents are required to choose only one answer from a list of options to ensure clear, unambiguous data. In addition to collecting new responses, quantitative surveys may also utilize secondary data—pre-existing data sources—to supplement primary data collection, increasing efficiency and reducing effort. However, it is important to verify the authenticity, recency, and accuracy of any secondary data used.

You then perform statistical analysis on the data and conclude, such as: “On average, patients rated their level of care a 3.8” or “On average, most patients would return for future medical care.”

Results from quantitative surveys are routinely reported in graphs and tables. Software applications can be used to calculate things like:

• Average scores
• The number of times a specific answer was chosen (note: some questions require respondents to select only one answer from a list of options)
• The correlation or causation between two or more variables
• The reliability and validity of the results

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Qualitative Survey Method

You survey 20 patients and ask them open-ended questions such as: “How satisfied are you with your level of care?”, “What is the most positive aspect of your stay with us?”, and “What can be done to improve stays for future patients?”

Qualitative data is more difficult to analyze than quantitative data since answers are text-based. Researchers often use specialized tools to analyze qualitative data and identify themes within open-ended responses. Based on the answers, your analysis may do any of the following:

• Track the occurrence, position, and meaning of words or phrases
• Examine the data to identify the common themes and patterns
• Study how communication works in social contexts

Grounded theory is another approach used to develop theories based on patterns that emerge from qualitative data.

Mixed Survey Methods

Quantitative data and qualitative data can often work together. Closed-ended questions can yield some hard facts, while open-ended questions can delve deeper. In fact, most surveys employ both, asking a series of closed-ended questions followed by an open-ended question where the respondent can elaborate on their answers. By asking the same questions in both closed-ended and open-ended formats, you can ensure consistency and comparability of responses across different participants.

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How to Ask Quantitative and Qualitative Survey Questions

Here are some of the types of questions to ask on your next survey. Be careful to avoid leading questions, as they can bias survey responses and affect the accuracy of your results.

Quantitative Survey Questions

• Single Selection: Allows respondents to choose just one option from a list of possible choices.
• Multiple Selection: Allows respondents to choose as many options as they want from a list of possible choices.
• Dropdown: Presents options in a dropdown menu.
• Matrix: These typically consist of a column of questions to the left and a row of answers across the top. SurveyLegend has created a unique type of matrix survey designed to improve response by making respondents scroll with every answer. Learn more about matrix questions.
• Opinion Scale: Also known as a Likert scale, this question type is an easy way to get quick insights into where respondents fall on a rating scale for a given topic.
• NPS: Also known as Net Promoter Score, a ranking from 1 to 10 to help researchers determine how happy a respondent is and how likely they are to recommend friends or colleagues.
• Rating: Using stars to convey satisfaction levels, just like a Google review.
• Sliders: An interactive survey tool that allows respondents to rate their input on a sliding scale.
• Emojis: Using faces to convey satisfaction levels.
• Thumbs: Using thumbs up or down to convey satisfaction levels.
• Picture Selection: A great way to engage respondents, image surveys provide visual appeal and allow respondents to answer by selecting a picture or photo.
• Picture Ranking: Rather than selecting a picture, this allows respondents to rank them through a drag-and-drop method.

As you can see, SurveyLegend allows you to use all of these types of questions:

Quantitative Survey Example

In this example, we use three methods of asking quantitative questions: NPS, Stars, and Thumbs. You can see even more examples of each type of SurveyLegend survey in our blog, 18 Different Types of Survey Methods + Pros & Cons.

Qualitative Survey Questions

Qualitative questions are open-ended, so there aren’t many options when asking them. Respondents can be asked to leave comments in a text box or comment box, or multiple text boxes can be used. Respondents can also type in their own numbers, making this type of question both qualitative and quantitative.

As you can see, SurveyLegend allows you to ask all of these types of qualitative questions:

Quantitative Survey Example

In this example, respondents answer with single words and can provide longer, more thoughtful answers in the bigger text boxes.

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Advantages and Disadvantages

Both qualitative research and quantitative research methods offer unique benefits and present certain challenges, depending on the research goals and the nature of the research subject.

Qualitative research excels at exploring complex issues and uncovering the underlying motivations, attitudes, and perceptions of participants. It is particularly valuable when researchers need to identify patterns and themes that may not be immediately apparent through numerical data alone. However, qualitative research can be time-consuming, often requiring in-depth interviews, focus groups, or ethnographic research. The findings may also be difficult to generalize to a larger population due to smaller sample sizes and the subjective nature of qualitative data.

Quantitative research, in contrast, is highly effective for testing hypotheses, measuring variables, and evaluating the effectiveness of programs or interventions. By using structured data collection methods and statistical analysis, researchers can draw conclusions that are more easily generalized to a broader audience. However, quantitative research may not capture the full complexity of a research subject, as it often relies on predefined survey questions and may overlook important context or nuance in the data collected.

Ultimately, the choice between qualitative and quantitative research methods depends on the specific research question, the type of data needed, and the desired depth of understanding.

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Best Practices

To achieve reliable and valid results in any research project, it is essential to follow best practices throughout the research process. This begins with clearly defining the research question, which guides the entire study and ensures that the research remains focused and relevant.

Selecting the most appropriate research method—whether qualitative, quantitative, or a combination of both—is crucial for effective data collection and analysis. Researchers should design their studies carefully, considering factors such as sample size, data collection methods, and the tools used for data analysis. Systematic and organized data collection helps maintain consistency and accuracy, while thorough data analysis allows researchers to draw meaningful insights from their findings.

Additionally, it is important to interpret results transparently, acknowledging any limitations or potential biases in the research design. By adhering to these best practices, researchers can enhance the credibility and impact of their work.

Common Mistakes

Even experienced researchers can encounter pitfalls when conducting qualitative or quantitative research. One of the most frequent mistakes is failing to clearly define the research question, which can lead to unfocused studies and ambiguous results. Choosing an inappropriate research method for the research question or subject can also compromise the quality of the data collected.

Poor data collection and analysis practices—such as using biased survey questions, neglecting to pilot test instruments, or misapplying statistical techniques—can further undermine the validity of the research. Additionally, researchers may misinterpret results or overlook important limitations and biases, leading to inaccurate conclusions.

To avoid these common mistakes, it is essential to plan research carefully, select suitable methods, and remain vigilant about the quality and integrity of the data throughout the research process.

Future of Research

The landscape of research is rapidly evolving, driven by advances in technology and changing societal needs. The increased use of online surveys, social media platforms, and digital tools is transforming how researchers collect and analyze data, making it easier to reach larger and more diverse sample populations.

There is also a growing trend toward mixed methods research, which combines the strengths of both qualitative and quantitative research methods to provide a more holistic understanding of complex topics. As research methods become more sophisticated, researchers must also be mindful of potential biases and limitations, taking proactive steps to ensure the rigor and reliability of their studies.

Looking ahead, the future of research will likely be shaped by continued innovation in data collection and analysis, greater emphasis on transparency and ethical considerations, and a commitment to using research to address real-world challenges. By embracing new technologies and methodologies, researchers can continue to generate valuable insights and drive progress across a wide range of fields.

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Conclusion

In research, both quantitative and qualitative survey designs are important. In fact, many researchers employ both types of questions to collect as much data as possible, known as the “mixed method approach.” Whether you plan to create a quantitative survey, a qualitative survey, or a combination of the two, SurveyLegend has you covered! Our surveys are fun and easy to create, allowing you to ask many different types of questions and add imagery to your surveys. We also do a lot of data analysis for you! So what are you waiting for? Start today with SurveyLegend!

Do you regularly conduct surveys? Do you usually collect qualitative data, quantitative data, or a mixture of both? Which form of data do you find most helpful? Let us know in the comments. If you’re interested in how to cite a survey in different citation styles, check out our guide.

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