So What Is The Difference Between Qualitative and Quantitative Analysis?

I'm currently recruiting for Vizit 's new Insights Analyst job opening on our Client Services team. https://www.vizit.com/careers/insights-analysts

From getting resume feedback from our hiring manager, he said he wants analysts experienced in qualitative analysis, not quantitative analysis. I know about quantitative analysis already (I have an MBA and worked for KPMG after all), but forgot what qualitative analysis is.... So I gave ChatGPT a prompt and here's what it told me!

The difference between qualitative and quantitative analysis lies in their focus, methodology, and data type:

1. Focus:

- Qualitative Analysis: Focuses on understanding the nature, characteristics, and meaning of experiences or phenomena. It aims to provide insights into how people perceive and interpret their world.

- Quantitative Analysis: Focuses on measuring and quantifying variables. It aims to test hypotheses, identify patterns, and make predictions using numerical data.

2. Methodology:

- Qualitative Analysis: Uses non-numerical data collection methods such as interviews, focus groups, observations, and textual analysis. It often involves open-ended questions and exploratory research designs.

- Quantitative Analysis: Uses numerical data collection methods such as surveys with closed-ended questions, experiments, and statistical analysis. It involves structured research designs and statistical tests.

3. Data Type:

- Qualitative Analysis: Deals with descriptive data that are often textual or visual. This can include interview transcripts, field notes, audio/video recordings, and documents.

- Quantitative Analysis: Deals with numerical data that can be quantified and subjected to statistical analysis. This can include measurements, counts, and survey responses with numerical scales.

4. Outcomes:

- Qualitative Analysis: Produces in-depth, detailed descriptions and interpretations of phenomena. It helps in understanding the underlying reasons, motivations, and contexts of behavior and experiences.

- Quantitative Analysis: Produces statistical summaries, relationships between variables, and generalizable findings. It helps in making predictions and testing theories.

5. Example:

- Qualitative Analysis: A study exploring how patients feel about their experience in a hospital might involve in-depth interviews to gather detailed personal narratives.

- Quantitative Analysis: A study measuring the effectiveness of a new drug might involve clinical trials where data on patient outcomes are collected and statistically analyzed to determine efficacy.

Both types of analysis are valuable in research and can complement each other. Qualitative analysis provides context and depth, while quantitative analysis offers precision and the ability to generalize findings.