Data Collection Methods: Qualitative vs Quantitative Research

Data collection is the process of collecting and measuring information on specific variables. It’s done with the purpose of answering questions or testing hypotheses. There are a variety of different data collection methods that researchers can use to gather data. While every method has its advantages and drawbacks, some methods are better suited for certain situations than others.

In this article, we’re going talk about the importance of collecting data and show you how you can get started with data collection. We’ll also go over the main types of data collection and discuss how to use them in the best possible way.

The importance of collecting data

Data helps you make informed decisions. The more relevant data you have, the more likely you’ll be able to make good decisions when it comes to managing various areas of your business.

Data collection methods - Importance of data collection


For example, data can help you:

  • Gain a better understanding of your audience – Collecting data allows you to learn more about your audience, their needs, pain points, and expectations.
  • Find areas for improvement – Data provides you with insight into how well your company is doing and enables you to find areas that can be improved.
  • Identify patterns – Collecting and analyzing data allows you to identify patterns and predict future trends.
  • Personalize your messaging – Data can provide you with various insights that will allow you to tailor your content and messaging for each specific member of your target audience.

Note that it’s crucial to collect enough data to ensure that it’s statistically significant. It’s also important to do it properly since bad data can harm your business more than good data can benefit it. Focusing on statistical significance and data quality will ensure that your findings and conclusions are valid. It will also enable you to generalize your conclusions across populations.

How to collect data

Now that you understand the importance of collecting data, let’s talk about how you should go about doing it.

Data collection methods - How to collect data


Decide what information you need

The first step to collecting data is deciding what information you need. You’ll need to figure out what topics you’re interested in and who you’ll collect the data from. Additionally, you’ll need to decide how much data you need and set a goal for what you want to accomplish by collecting and using your data.

Set a time frame

You should set a time frame for collecting data. Some types of data need to be collected continuously. Others might only need to be tracked and collected over a defined period.

If you’re looking to collect data over a defined period, you’ll need to set a specific start and end time.

Choose a data collection method

It’s crucial that you pick the right method for collecting data. Since data collection is costly, you can’t afford to be haphazard about it. Choosing the right data collection method will ensure that you’ll collect relevant, high-quality data. When selecting a data collection method, you’ll need to take into account the type of information you’re looking to collect, as well as the time frame over which you’re going to collect it.

Collect data

Once you’ve settled on a particular method of data collection, use it to collect data. Find an efficient way to store all the data and make sure to regularly check on how your data collection process is working. In the case that conditions change during data collection, you’ll need to make appropriate updates to your method of collecting data.

Qualitative vs quantitative research

Research can be divided into two main groups: qualitative and quantitative. These two types of research differ in their objectives, the way they approach data collection, their flexibility, and the type of data they produce.

Qualitative research

Qualitative research answers questions such as why and how. It allows you to collect detailed information on a particular topic and formulate a hypothesis that you can then test using quantitative research. Qualitative research is usually exploratory and unstructured. It allows for more flexibility and encourages discussion. It involves in-depth interactions with a smaller number of respondents. When conducting qualitative research, researchers aren’t interested in coming to objective statistical conclusions. Instead, they’re looking to gain a detailed insight into a particular topic. They use written responses, notes, and other types of output generated by qualitative research. They also look for patterns and attempt to draw conclusions. Qualitative data is descriptive and harder to measure compared to quantitative data. It includes opinions and descriptive phrases. It relies on the researcher to make subjective conclusions. While less objective than quantitative data, it allows for a greater depth of understanding of respondents’ opinions and motivations.

Quantitative research

Compared to qualitative research, quantitative research is usually more affordable to execute. It also requires a lesser investment of time. Quantitative research is standardized, which makes it easy to compare findings. Quantitative data deals with numbers and includes values and quantities. It’s objective and reliable. It answers questions such as who, what, when, where, and how many. Quantitative research allows you to quantify behaviors, opinions, and attitudes. It also enables you to make generalizations based on the gathered results. It usually requires more planning compared to qualitative research. Most frequently, quantitative research takes more time to perform. It’s also more costly than qualitative research. However, analyzing quantitative data is a lot more straightforward than analyzing data gathered from qualitative research. You can transform findings from quantitative research into charts and graphs.

Deciding between qualitative vs quantitative research

Whether you’ll go use qualitative or quantitative research to collect data will depend on your specific needs. What kind of question are you looking to get answered? What resources do you have at your disposal? Do you have access to a sufficient number of respondents? These factors will determine the type of research you’re going to use. Note that quantitative and qualitative research methods don’t conflict with each other. In fact, they’re best used in combination. Start by using qualitative research to discover a particular problem or opportunity. Devise a hypothesis (or multiple hypotheses) and then use quantitative research to test them.

Data collection methods

Face-to-face interviews

Face-to-face interviews are the most common data collection method used in qualitative research. In face-to-face interviews, researchers collect data directly from subjects through one-on-one interaction. This type of data collection is personal and highly personalized.



The interview itself is usually unstructured and informal. Most questions used in the interview are spontaneous and unplanned. They’re focused on getting an understanding of an individual’s perspectives and experiences. They can reveal respondents’ feelings, values, and beliefs. This type of approach is useful for getting a detailed understanding of the subject matter. However, it makes processing the collected data time-consuming and somewhat difficult.

Qualitative questionnaires

Qualitative questionnaires usually consist of short, open-ended questions. There are no predefined answers offered in these types of questionnaires. Instead, respondents are asked to provide detailed answers in their own words. This gives respondents much more flexibility and freedom in expressing their own opinions.



Questionnaires are highly useful for gathering data from a large number of respondents. Online questionnaires, in particular, make data collection very quick and easy. Data collected from qualitative questionnaires can be difficult to analyze because there are no standard answer options. You also need to pay special attention to the number of questions you’re going to include. Open-ended questions can be very time-consuming to answer. This makes it crucial that you don’t use too many questions in your survey and overwhelm respondents.

Focus groups

Collecting data through focus groups is similar to conducting interviews, except it’s done in a group setting. A focus group needs to consist of a moderator and at least three people. At a maximum, it should include ten people. All group members need to have something in common that’s related to the data you’re looking to gather.

Focus group


When collecting data through focus groups, you’ll need a moderator that will start a discussion on a particular topic. Group members can then state their opinions on it as well as debate each other. The success of focus group data collection depends heavily on the moderator’s capability to guide the discussion and control interactions within the group. The nature the method allows researchers to get detailed and descriptive data on a particular topic.


Observation allows researchers to collect qualitative data by observing respondents in their natural setting. In qualitative observation, researchers participate in the process. They immerse themselves in the setting along with respondents, all while taking notes.



The two main types of observation include:

  • Covert observation – This type of observation involves the researcher being concealed during the observation process.
  • Overt observation – Respondents that participate in overt observation are aware that they’re being observed.

Data collected through qualitative observation is more reliable since researchers are participating in the process themselves. However, the attitude of researchers towards the data may be subjective.

There’s also the issue of researchers’ participation interfering with the natural state of the setting. Respondents might act differently because they are being observed, which leads to impaired results.

Longitudinal studies

A longitudinal study is a type of data collection that’s performed repeatedly over an extended period on the same data sources. It can last for years or even decades. It’s used to uncover correlations through an observational or empirical study of subjects that share a common characteristic or trait. Longitudinal studies are ideal for gathering data that’s supposed to establish a pattern for a specific variable over a defined period. They’re very effective in finding relationships of cause and effect. The main disadvantage of longitudinal studies is the long period that’s necessary to carry them out. There’s also the issue of data being diluted due to subjects changing their opinions and attitudes over the duration of a study.

Case studies

Case studies involve taking a close look at a particular case – an individual, a group of individuals, or an organization. This type of data collection is very versatile and can be used to analyze simple and complex subjects. Case studies tend to provide detailed, in-depth information. Researchers analyzing a case study might use other methods to collect data. They might take advantage of questionnaires, interviews, or group discussions.

Quantitative surveys

Quantitative surveys consist of a list of queries which respondents can answer by choosing the appropriate answer from a list of responses. Questions used in quantitative surveys are necessarily close-ended to ensure measurability. They can either be categorical (e.g., yes/no questions) or interval/ratio questions (e.g., on a scale of 1 to 10). Quantitative survey questions need to be straightforward and easy to understand. There should be no hint of ambiguity in these types of questions.

Quantitative surveys


Quantitative surveys are standardized, and their results can be used to make reliable generalizations. Their findings can be presented in the form of charts and graphs, which makes them easier to understand. These surveys can be conducted online, in-person, or over the phone. Out of these three methods, online surveys are certainly the easiest to conduct. An online survey can be hosted on your own website or with a third-party provider. The link to the survey can then be shared in a variety of places, including social media and email messaging.

Pro tip: An easy way to get started with creating an online survey is to use the Opinion Stage Survey Maker. Click here to learn more about how you can create and publish an online survey within minutes.

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Interviews are another way to collect quantitative data. Researchers can conduct interviews in-person, online, or over the phone. The benefit of conducting in-person interviews is that the researcher can easily clarify answers given by interviewees. However, these types of interviews can be very time-consuming if working with a large sample size. Interviews conducted online or over the phone are very cost-effective. They allow researchers to interview a large number of respondents in a short period.

Quantitative observation

Quantitative data can also be collected through systematic observation. Observation is a very simple and affordable way of collecting data. However, since it relies on researchers’ senses, it can be unreliable. The data gathered through observation can be biased due to researchers’ perception of people or situations involved with data collection.


An experiment is a type of quantitative data collection method which relies on manipulation of a single independent variable while maintaining control over a number of other, usually dependent, variables. The data gathered through experiments is most frequently used to analyze relationships and determine correlations.



The three main types of experiments include:

  • Laboratory experiments – These types of experiments take place in a controlled environment, with researchers having strict control over all the variables involved.
  • Field experiments – Take place in a natural environment where full control of variables might not be available.
  • Natural experiments – In these types of experiments, researchers have no control over variables, and data is collected by letting variables occur naturally.

Collecting data through qualitative and quantitative research

Data allows you to make better, informed decisions. It can help you gain a better understanding of your audience, find areas for improvement in your organization, identify patterns, and personalize your business’ messaging. When looking to collect data, you need to decide what information you need, set a time frame for data collection, and choose a data collection method.

Once you’ve decided on the above, you can proceed to collect data. After you’ve finished the data collection process, you can go on to analyze the data and draw conclusions.

The two main types of data collection methods you have at your disposal include qualitative and quantitative data collection methods.

Qualitative data collection methods rely on opinions, descriptive phrases, and researchers’ subjective conclusions. Face-to-face interviews, qualitative questionnaires, focus groups, observation, longitudinal studies, and case studies are examples of qualitative data collection methods.

Quantitative data collection methods, on the other hand, deal with numbers and are highly standardized. Examples of quantitative data collection methods include quantitative surveys, interviews, quantitative observations, and experiments.

Which type of data collection you’re going to use will depend on your specific topic of research, as well the resources you have available. In most cases, a combination of quantitative and qualitative data collection methods is the best way to go.

Start by using qualitative research to discover issues that need to be addressed and form a hypothesis. Then, use quantitative research to test your hypothesis and come up with results that can be analyzed easily.

Finally, use the results you’ve obtained from your quantitative research to discover relationships and correlations that can help you understand the issue better and potentially solve it.

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Data Collection Methods: Qualitative vs Quantitative Research
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