Quantitative research is better because it follows statistically reliable procedures that permit predictions within predetermined confidence levels. It allows you to know precisely how the average person feels, as well as how various demographic groups differ.
Qualitative research is better because it gets right down to the nitty gritty of how individuals feel and behave, with feelings completely laid out and behaviours completely described. No top level descriptions here, just full, deep, and wide understandings.
I’m curious though – why is it a dichotomy? Why must it be one or the other?
I will admit that my skill set is closer to quantitative. I have far more experience and skill in quantitative methods. It makes it far easier for me to do the pro quantitative argument. But, I will also admit that I wish I had more experience in qualitative methods and it is something I admire in others who do have those skills.
I do feel that qual and quant researchers have a general understanding of the other dimension, but they simply have insufficient skill to fully appreciate it. We all know that one is used to benefit the other, whether qual happens first and is generalized in quant or quant happens first and is flushed out in qual.
Let’s just hold hands and sing Kumbaya.