There are a number of differences in the way attitudes are measured in quantitative and qualitative research. In quantitative research you are able to explore, measure, determine the intensity and combine attitudes to different aspects of an issue to arrive at one indicator that is reflective of the overall attitude. In qualitative research, you can only explore the spread of attitudes and establish the types of attitudes prevalent. In quantitative research you can ascertain the types of attitudes people have in a community, how many people have a particular attitude and what the intensity is of those attitudes. A number of techniques have been developed to measure attitudes and their intensity in quantitative research, but such techniques are lacking in qualitative research. This is mainly because in qualitative research you do not make an attempt to measure or quantify. The concept of attitudinal scales, therefore, is only prevalent in quantitative research.
Source: Kumar Ranjit (2012), Research methodology: a step-by-step guide for beginners, SAGE Publications Ltd; Third edition.
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