What’s the difference between qualitative and quantitative research? By vmartinez What’s the difference between qualitative and quantitative research? Qualitative studies generate data based on observing a person or thing directly; quantitative data is gathered indirectly. Studies that are quantitative in nature generate data based on observing a person or thing directly, whereas qualitative data is gathered indirectly Quantitative studies are only done via surveys; qualitative studies can be done a myriad of ways. Qualitative studies give you better insights than quantitative studies. Related content Related questions:Judy is in the process of conducting conversion rate…Judy is in the process of conducting conversion rate…Jill is in the process of conducting conversion rate…True or false: When building and optimizing…