Qualitative research is multimethod in focus, involving an interpretive, naturalistic approach to its subject matter. This means that qualitative researchers study things in their natural settings, attempting to make sense of, or interpret, phenomena in terms of the meanings people bring to them.

Methods (used to obtain qualitative data)

There are different types of qualitative research methods including diary accounts, in-depth interviews, documents, focus groups, case study research, and ethnography.

The results of qualitative methods provide a deep understandings of how people perceive their social realities, and in consequence, how they act within the social world.

Quantitative research gathers data in a numerical form which can be put into categories, or in rank order, or measured in units of measurement. This type of data can be used to construct graphs and tables of raw data.

Experiments typically yield quantitative data, as they are concerned with measuring things. However, other research methods, such as controlled observations and questionnaires can produce both quantitative information.