I think that there is significant difference between quantitative vs. qualitative research.
Quantitative research targets a select group of people that may or may not have similar demographics and records their findings based on an objective questionnaire. Usually these responses are multiple choice and the responses are measured in a quantitative manner.
Statistics are gathered based on the number of respondent’s answers that are very specific and not open to interpretation.
However, in qualitative research the use of interviewing techniques and gathering more ideas regarding the general feelings a respondent has is used.
Usually respondents are asked more open ended questions in order to determine how they feel regarding a product or service.
The information given is usually a better measure of how the respondent feels because he or she is offering feedback in his or her words and not simply filling out a list of predetermined answers. These are some of the biggest qualitative research advantages because the data tends to be more accurate.