Qualitative and quantitative study designs can both be useful in research design. Both provide valuable options for researchers in the field. These techniques can be used separately in a research study or they can be combined to obtain maximum information. This document will define the terms qualitative and quantitative; describe the similarities and differences between each; discuss how qualitative and/or quantitative research designs or techniques might be used in evaluating my proposed research; and discuss why it is important to link analysis to study design. Quantitative studies are mostly based on numbers. They deal with large cohort groups and analyze large amounts of data. “A quantitative researcher typically seeks to measure variables in some way, perhaps using commonly accepted measures of the physical world (e.g., rulers, thermometers, oscilloscopes) or carefully designed measures of psychological characteristics or behaviors (e.g., tests, questionnaires, scales evaluation)” (Leedy & Ormrod, 2010, p. 94). Qualitative studies are slightly different in that they do not use large cohorts and do not analyze large data sets. Qualitative studies also try to answer the “why” question. They use smaller numbers but go deeper with the small group they have. “In contrast, qualitative research involves examining characteristics, or qualities, that cannot easily be reduced to numerical values. A qualitative researcher typically aims to examine the many nuances and complexities of a particular phenomenon” (Leedy & Ormrod, 2010, p. 94). Qualitative and quantitative studies can be used separately or together in a mixed methodology. “Mixed methods research is characterized as research…… half of article……Hughes, C. (2006). Qualitative and quantitative approach to social research. Retrieved from http://www2.warwick.ac.uk/fac/soc/sociology/staff/academicstaff/chughes/hughesc_index/teachingresearchprocess/quantitativequalitative/quantitativequalitati ve/Leedy, PD, & Ormrod, JE (2010). Practical Research: Planning and Design (9th ed.). Upper Saddle River, NJ: Pearson Education Inc.-MerrillMcKerghan, D.L. (1998). Quantitative and qualitative research: an attempt to clarify the problem. Retrieved from http://home.comcast.net/~lady.socrates/qvq.htmlRocco, T.S., Bliss, L.A., Gallagher, S., & Perez-Prado, A. (2003). Taking the next step: Mixed methods research in organizational systems. Journal of Information, Learning and Performance Technology. vol. 21, no. 1. Retrieved from http://www.osra.org/itlpj/roccoblissgallagherperez-pradospring2003.pdf