Quantitative vs. Qualitative Surveys: Which Is Right For You?

Have you ever noticed that when filling out a survey, some questions ask you to pick a number while others want a full explanation? You may start to think it’s just a quirky survey feature, but the reality is a bit different. Let us explain.

For example, we ask you:

How familiar are you with the difference between qualitative and quantitative research methods?

If you pick from options like:

• Extremely familiar
• Moderately familiar
• Slightly familiar

You’re providing us with quantitative data that is structured, measurable, and easy to analyze.

But if you explain your answer in words, offering your thoughts or experiences, that’s qualitative data. It is descriptive, detailed, and rich in context.

When designing an online business survey, the first step is to ask: What is this survey for? This is an important starting point, but it only gets you halfway there. The follow-up question is crucial: What kind of data do I need?

So, choosing between a qualitative vs. quantitative survey is a fundamental decision that impacts the data you collect.

Which one should you choose? You must ask yourself the right questions regarding the survey’s purpose and the insights you’re after. Stick around as we explore how to decide between qualitative and quantitative methods and how each can help you achieve your research goals.

What Are Quantitative Surveys?

Quantitative surveys are designed to collect measurable and numerical data through structured, closed-ended questions. These surveys often use multiple-choice questions, rating scales, or yes/no questions. Such questions make it easy to analyze results and identify trends. Businesses and researchers use quantitative surveys to track customer satisfaction, market trends, and behaviors.

For example, an event planning survey might ask, “On a scale of 1 to 10, how satisfied are you with our service?”

The data from these responses can be compared, measured, and turned into statistics for decision-making.

What Are Qualitative Surveys?

Qualitative surveys focus on open-ended questions that encourage respondents to share their thoughts in detail. Instead of numbers, these surveys collect descriptive, in-depth responses to help businesses understand the ‘why’ behind customer behaviors.

For example, a qualitative survey might ask, “What do you like the most about our service?” This question allows respondents to share their thoughts in words.

When comparing qualitative vs quantitative surveys, the former is more challenging to quantify. Qualitative data is valuable for discovering motivations, pain points, and opinions.

Qualitative vs. Quantitative Surveys: The Differences

Surveys are one of the most effective ways to collect information and gather insights before you launch a product/service.

But before you design a survey, think about whether it should be qualitative or quantitative.

Do you need hard numbers and statistics? Or are you looking for detailed opinions and insights? The answer to this question will pretty much sum up it all.

While both methods help you collect information, they do so in entirely different ways. Let’s look at the differences.

1. Data Collection

The way you ask questions and collect data differs in qualitative vs. quantitative surveys.

• Qualitative surveys focus on open-ended questions. They allow respondents to express their thoughts, emotions, and opinions in their own words. You’ll often see these used in focus groups, interviews, and case studies.
• Quantitative surveys, on the other hand, rely on closed-ended questions, such as multiple-choice, rating scales, or Yes/No questions. These surveys are designed to measure data in numbers and are often used in polls, structured questionnaires, and census reports.

2. Data Analysis

After organizing a survey and collecting responses, the way you analyze them differs between qualitative and quantitative surveys.

• Qualitative data requires human interpretation. Since responses come in the form of written or spoken words, researchers categorize themes and look for patterns in what people are saying. This process can be time-consuming but provides rich, detailed insights.
• Quantitative data is much easier to analyze because it’s pure numbers. Statistical analysis techniques like linear regression, ANOVA, and T-tests are often used. You can quickly run it through statistical tools to find patterns, averages, percentages, or trends.

3. Strengths and Weaknesses

Whether you’re conducting an online market survey or an employee satisfaction survey, there’s no one-size-fits-all approach. The best choice depends on what you’re trying to achieve.

Choose a method most appropriate to your survey goals. And if you’re in the position to choose one method over another, we present the strengths and limitations of each so that you know what to expect.

To put it simply:

• If you need numbers, percentages, and trends, go for a quantitative survey.
• If you want detailed thoughts, emotions, and insights, choose a qualitative survey.

Qualitative vs. Quantitative Survey Examples

Let’s say you’re creating a survey to collect customers’ dine-in experience at a restaurant. Your questions will fall into either qualitative or quantitative categories.

Here’s what the qualitative vs. quantitative survey questions could look like:

Quantitative Survey Questions

Quantitative questions focus on “what,” “when,” and “how” with structured response options. Common formats include, but are not limited to:

• Slider Scale: Allows respondents to indicate their opinion on a continuous scale rather than choosing from fixed options.

• Yes/No Questions: Simple binary choices for quick, clear data collection.

• Likert Scale: Provides a range (for example, highly satisfied to highly dissatisfied). Scales work perfectly to get an individual’s rating on a given topic. Examples of Likert scale questions in your restaurant survey may include:

• Radio Buttons: Enables respondents to pick a single option from multiple choices. They can also be presented in grid format.

Qualitative Survey Questions

Qualitative questions focus on gathering open-ended responses to understand the “why” behind customer experiences. Some standard formats include:

• Short Answer (Text Box): Let respondents provide a brief response in their own words, valid for quick feedback or contact information.

• Long Answer (Essay Box): Similar to a text box but offers more space for detailed explanations or personal experiences.

• “Other” Box: It is added to multiple-choice questions that allow respondents to input their own answers if none of the listed options apply.

Which Survey Method Should You Choose?

Gone are the days when you had to create a survey manually from scratch. Now, you can create your survey using a simple survey creator tool. Tools like SurveyCrest let you add the ideal number of questions, color, theme, and style. Here, you can customize your survey according to your preferences.

Still on the fence about choosing between a qualitative vs. quantitive survey? We’ll sum up this guide with additional reasons for when choosing each method is the best move.

When to Pick Quantitative Surveys

Quantitative surveys are great for gaining big-picture insights and collecting large amounts of data. They help researchers confirm assumptions, measure trends, and ensure statistical accuracy before investing in more profound research.

They Help You Reach a Broader Audience

Quantitative surveys are the way to go if you need a quick way to understand your audience at scale. They allow businesses to profile potential customers, validate market demand, and gather insights from a large, diverse group of people efficiently.

They Have Mobile Survey Compatibility

Quantitative surveys are a great choice when you want to design a survey for a mobile device. Because quantitative questions are typically closed-ended (e.g., multiple choice or rating scales), they are easy to answer on mobile devices. This ensures a smooth user experience, which leads to higher response rates and more reliable data collection.

They Offer Greater Statistical Accuracy

Quantitative surveys provide objective, data-driven results when working with a control group or needing a representative sample of a population. Since responses can be weighted for accuracy, they ensure that findings are credible and reliable for decision-making.

When to Pick Qualitative Surveys

Unlike quantitative surveys, which focus on numbers, qualitative survey questions dig deeper into attitudes, behaviors, and emotions. They provide context and help researchers understand the underlying factors.

They Help Gain Deep Insights

Ever wonder why customers prefer one product over another? Qualitative surveys go beyond the data points to help businesses understand motivations, pain points, and thought processes. Open-ended responses add depth to the insights gathered.

They Reveal Unexpected Answers

Qualitative surveys can be full of surprises. Because respondents answer in their own words, they may reveal insights, concerns, or ideas that a structured survey might never uncover. As a result, you can unpack new opportunities and fresh perspectives you hadn’t even considered.

Should You Go For a Mixed Approach?

Did you know you can combine both survey methods to get the most well-rounded understanding of any topic? It’s a technique used by businesses and researchers frequently.

Numbers from the quantitative data let you identify trends and tell you what’s happening, while qualitative data explains why and what the story behind those numbers is.

We hope this guide helped you understand each method’s strengths and weaknesses so you can use them in your surveys and gather the most accurate information for your needs.

Lastly, make sure you keep the survey dont’s in mind. Save your time and start with one of our editable survey templates!