A study of human/user behavior that focuses on numerical data and statistics obtained through voting or surveys. The quantitative research process involves collecting and analyzing numerical data. It can be used to find averages, make predictions, test causal relationships and generalize results to larger populations.
These are studies that investigate human/user behaviors by focusing on context and observations. Qualitative research is the process of collecting, analyzing and interpreting non-numerical data such as language. Qualitative research is used to understand how individuals subjectively perceive and make sense of their social reality.