Quantitative research methods, such as surveys, seek to generate numerical data that can be used to produce statistics and identify patterns. Qualitative research methods, such as focus groups, are used to understand opinions, attitudes and motivations; answering questions that cannot be quantified with numbers.

Qualitative research methods are much more personal, creative, and interactive than their quantitative counterparts. Methods such as focus groups, online research communities, forums, etc. allow research participants more freedom to provide in-depth answers and discussions for more detailed and informed insights.

Mixed methods approach:

You conduct interviews to find out how satisfied students are with their studies. Through open-ended questions you learn things you never thought about before and gain new insights. Later, you use a survey to test these insights on a larger scale.

It’s also possible to start with a survey to find out the overall trends, followed by interviews to better understand the reasons behind the trends.