The most consequential methodological decision you make is also the most misunderstood. Your approach should be dictated by your research question — not by which software you already know or which method feels easier.
Quantitative — measuring and testing
Quantitative research measures variables and tests relationships or differences using numbers and statistics. Choose it when your questions are about how much, how many, or whether X predicts Y, and you can operationalise your concepts into measurable variables.
Qualitative — understanding and interpreting
Qualitative research explores meaning, experience and process through interviews, focus groups and texts. Choose it when your questions are about why or how something happens, or when you're exploring a phenomenon that's poorly understood.
Mixed methods — combining both
Mixed-methods designs integrate the two — for example, a survey to establish patterns followed by interviews to explain them. They're powerful but demanding: you must justify why combining methods answers your question better than either alone.
Write your research question first. If it asks 'to what extent' or 'does X affect Y', lean quantitative. If it asks 'how do people experience' or 'why does X occur', lean qualitative. If answering it fully needs both, you have a mixed-methods study.
Design it properly
Whichever you choose, the design must be internally consistent from question to analysis. The research methodology hub explains each approach in depth; methodology mentoring and qualitative research support help you build and defend your design.
Frequently asked
Is mixed methods better than a single method?+
Not inherently. Mixed methods add depth only when your question genuinely needs both kinds of evidence — and they demand more time and skill. A well-executed single-method study beats a poorly integrated mixed one.
Which method is easier for a PhD?+
Neither is universally easier; they're differently hard. Quantitative work front-loads design and statistics; qualitative work is labour-intensive in data collection and analysis. Choose by fit to your question, not perceived ease.
phdguide's mentors are senior academics, former supervisors, statisticians and publication specialists with 25+ years' average experience guiding MBA, MPhil and PhD scholars from topic to viva.
Ethical, compliant guidance: We provide academic support, mentoring, analysis, editing and structuring — not authorship. Your work stays compliant with university policies.