Uses either unstructured or semi-structured instruments

Uses small sample sizes chosen purposely

Uses structured research instruments like questionnaires or schedules

Methods include census, survey, experiments and secondary analysis

Involves processes, feelings, and motives and produces in-depth and holistic data

Uses large sample sizes that are representatives of the population

This method usually asks for who, what, when and where

This methodology usually asks for how, what and why

Common sample size are between 10 to 15

Common sample size are between 150 to 200+

Surveys, numerical counts, statistical analyses, mathematical modeling

Interviews, literature content reviews, real world observations, case studies, ethnographies

Contact time is usually between 10 to 20 minutes

Contact time is usually between 45 to 240 minutes each