Describe the differences between qualitative and quantitative research methodologies.

Qualitative research focuses on understanding concepts, behaviours and experiences, while quantitative research seeks to quantify data and apply statistical analysis.

Qualitative research is often exploratory and seeks to understand 'how' or 'why' a particular phenomenon occurs. It involves collecting non-numerical data, such as words, images, or objects, to gain insights into concepts, opinions, or experiences. This type of research is often used in social sciences to explore human behaviour and perceptions. Methods used in qualitative research include interviews, focus groups, and observations. The data collected is rich and subjective, providing a deep understanding of the research topic. However, the findings are not generalisable due to the small sample size and subjective interpretation of data.

On the other hand, quantitative research is used to quantify the problem by generating numerical data that can be transformed into usable statistics. It is often used in natural and social sciences to test hypotheses or theories. Methods used in quantitative research include surveys, experiments, and secondary data analysis. The data collected is numerical and can be measured on a scale. This type of research provides a broad overview of a large population, making the findings generalisable. However, it may not provide a deep understanding of the research topic as it focuses on the 'what' rather than the 'why'.

In essence, the choice between qualitative and quantitative research depends on the research question, the purpose of the research, and the type of data needed for the study. While qualitative research provides a deep understanding of a specific topic, quantitative research provides a broad overview of a large population. Both methods have their strengths and weaknesses, and often, researchers use a combination of both to gain a comprehensive understanding of a research topic.