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Both are a means toward ascertaining how people THINK with epistemology looking for the process(es) and "causes" to learning and qualitative research looking, basically, at how well answers on a poll can be trusted or how people reach & divulge conclusions.

Both also involve, necessarily, extensive interviews with test subjects since that is the best method known for examining thoughts in this age.

Both are used in business, advertising, marketing, etc. Actually, psychologists, psychiatrists, and all manner of researchers in matters of thinking are invaluable to business across the board due to an innate need for the ability to figure out what the public wants, needs, likes, will soon like, will like if they know it is available, will like it they hear about it more often, will like if they believe that they are the 1st to have it, will like if they think everyone else has it already, will like at what cost?, etc. Through both of these methods, businesses can gather information on all of these decision-making factors.

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The appended link outlines the several differences.In brief:Qualitative data is produced by answering "soft" questions like:* Was it expensive, * Were you really tired, * Did everyone have a good time, * Do you like Heavy Metal bands. Qualitative research would then be determing what people "like", how they "feel", are they "happy"Quantitative data and research poses "definite" or "hard"questions like:* How many grams of sugar did you use, * On a scale of 1 to 10 how much pain are you in * What colour was the solution, * What was the increase in vapour pressure. Quantitative research would then be determining the average weight of teenagers, the cost of new cars in Calgary, or the miles walked by 40 year old postmen on December 12th


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