Qualitative, quantitative and mixed-methods are different types of methodologies, distinguished by whether they focus on words, numbers or both. This is a bit of an oversimplification, but its a good starting point for understandings. Let’s take a closer look.
Qualitative research refers to research which focuses on collecting and analysing words (written or spoken) and textual data, whereas quantitative research focuses on measurement and testing using numerical data. Qualitative analysis can also focus on other “softer” data points, such as body language or visual elements.