Qualitative research : Qualitative Research is primarily exploratory research. It is used to gain an understanding of underlying reasons, opinions, and motivations. It provides insights into the problem or helps to develop ideas or hypotheses for potential quantitative research. Qualitative Research is also used to uncover trends in thought and opinions, and dive deeper into the problem. Quantitative research: Quantitative Research is used to quantify the problem by way of generating numerical data or data that can be transformed into usable statistics. It is used to quantify attitudes, opinions, behaviour, and other defined variables – and generalise results from a larger sample population. Quantitative Research uses measurable data to formulate facts and uncover patterns in research. Qualitative research methods: 1. Methods include focus groups, in-depth interviews, and reviews of documents for types of themes. 2. Text-based. 3. Can be valid and reliable: largely depen