Running Head: Understanding Business Research Terms and Concepts: Part 1

Understanding Business Research Terms and Concepts: Part 1

RES/351
April 13, 2015

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The methodology used in a business study depends on the type of business research being
conducted. Business researchers utilize numerous approaches to obtain information and decipher
data. Two popular approaches used in business research are the qualitative research approach and
the quantitative research approach. Both of these approaches to business research can be
beneficial or may cause inconclusive results because of unforeseen variables.
Qualitative Approach
The qualitative approach or interpretive research approach main purpose is to build a
theory or gain an understanding of the issue that is researched (Cooper, 2014). Using the
qualitative approach can require the researcher to have debt involved with the research process
typically as a participant in the study (Cooper, 2014). The qualitative approach draws data are
many sources such as; people, organizations and institutions, settings or environment, published
text, objects, and events (Cooper, 2014). This approach has a small sample size (Cooper, 2014).
This methodology has less planning; therefore, the results may vary (Cooper, 2014). Research
studies using this method are not always consistent and may be modified during the study
(Cooper, 2014). An advantage to the qualitative approach is the small sample sizes because of the
small sizes; the time for data analysis can also be shortened (Cooper, 2014).
According to Vaivio (2008) By qualitative research, we suggest broadly the entire
interpretive research tradition in accounting, especially case-based research that relies on rich
empirical material collected from a single target organization or a handful of case-organizations.
Qualitative research strives towards theoretically valuable interpretations. It uses multiple
sources of evidence, such as interviews, documents and other texts as well as forms of
participant observation within the research site.

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Quantitative Approach
Quantitative research approach is used to describe, explain, and predict the events or
outcome of a study (Cooper, 2014). Quantitative research answers the research questions such as;
to how much, how often, how many, when, and who (Cooper, 2014). Quantitative research has
several strengths and weaknesses. Most popular form of quantitative research is the use of a
survey (Cooper, 2014). This form of research is typically cheaper or less costly (Cooper, 2014).
The quantitative approach has a lack of contact between the participants and the researcher; this
allows less biased results (Cooper, 2014). A downside to the quantitative approach is the large
sample size (Cooper, 2014). The large sample size lengthens the time of data collection (Cooper,
2014).
The study, Analog to digital workflow improvement: A quantitative study by Catherine
Wideman and Jacqueline Gallet shows the utilization of the quantitative approach to measure the
productivity of two different radiology machines (Catherine, 2006). The study used the
quantitative research approach to produce statistical results of the workflow and productivity of
the machines (Catherine, 2006). The study revealed which machine produces the best results
least amount of time (Catherine, 2006).
Conclusion
The quantitative and qualitative research approaches can be beneficial or disadvantageous
to a research study. The qualitative research approach is used to understand and interpret data
that is collected from a study (Cooper, 2014). The researcher is typically involved or used as a
catalyst and qualitative research describe, explain, and predict the events or outcome of a study
(Cooper, 2014). This approach has a small sample size (Cooper, 2014). The quantitative research

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approach is used to describe, explain, and predict the events or outcome of a study (Cooper,
2014). Unlike qualitative research with a small sample size, quantitative research has a large
sample size (Cooper, 2014). There is not one perfect way to collect data, but many ways to
collect data. Both the quantitative and qualitative research approaches allow for numerous
beneficial advantages in research.

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References
Catherine, W. G. & Gallet, J. (2006). Quantitative study. Analog to digital workflow improvement: A
quantitative

study.

Journal

of

Digital

Imaging,

19,

29-34.

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from

http://search.proquest.com.ezproxy.apollolibrary.com/docview/216905798?pq-origsite=summon
Cooper, D.R., & Schindler, P.S. (2014). Business Research. Business Research Methods. Retrieved
from
https://newclassroom3.phoenix.edu/Classroom/#/contextid/OSIRIS:45768031/context/co/view/activit
yDetails/activity/eef21189-01e0-4ab1-855f-288957ffabe9/expanded/False
Vaivio, J. (2008). Qualitative study. Qualitative management accounting research: Rationale, pitfalls
and potential. Qualitative Research in Accounting and Management, 5(1), 64-86. Retrieved from
http://www.emeraldinsight.com.ezproxy.apollolibrary.com/doi/full/10.1108/11766090810856787