Goal:

Understanding

Data types: 

Attributing meanings (opinions and narratives)

Data collection approach: informal, personal, and reflexive

Data analysis approach: inductive (data-driven: use data to generate theories) and holistic

Goal:

Predict

Data types:

Observable phenomena (facts and numbers)

Data collection approach: Formal, impersonal, and detached

Data analysis approach: deductive (theory-driven: use data to test theories) and reductionist