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Research methods are divided broadly into Qualitative and Quantitative research. QUALI VS QUANTI QUALITATIVE RESEARCH QUANTITATIVE RESEARCH Definition Definition
-a systematic, subjective -a formal, objective,
approach used to describe systematic process for life experiences and give obtaining information them meaning about the world. QUANTI VS QUALI QUALITATIVE RESEARCH QUANTITATIVE RESEARCH Goals Goals
-to gain insight; explore the -to test relationships, describe,
richness and complexity examine cause and effect inherent in the phenomenon. relations
-seeks to explore, explain, and -seeks to confirm a hypothesis
understand some phenomena- about some phenomena- what? And why? what? And how many? As a research paradigm: QUALITATIVE RESEARCH QUANTITATIVE RESEARCH Characteristics Characteristics
Soft science Hard science
As a research paradigm: QUALITATIVE RESEARCH QUANTITATIVE RESEARCH Characteristics Characteristics
Basis of knowing: Basis of knowing:
meaning and cause and effect discovery relationship As a research paradigm: QUALITATIVE RESEARCH QUANTITATIVE RESEARCH Characteristics Characteristics
Develops theory Tests theory
As a research paradigm: QUALITATIVE RESEARCH QUANTITATIVE RESEARCH Characteristics Characteristics
Shared interpretation Controlled
interpretation As a research paradigm: QUALITATIVE RESEARCH QUANTITATIVE RESEARCH Characteristics Characteristics
Method: less Method: highly
structured, data structured, data gathered through gathered through the interviews, use of tools, observations, content equipment, analysis, etc questionnaires, etc As a research paradigm: QUALITATIVE RESEARCH QUANTITATIVE RESEARCH Characteristics Characteristics
Asks open-ended Asks close-ended
questions in an effort questions that give to explore quantifiable answers As a research paradigm: QUALITATIVE RESEARCH QUANTITATIVE RESEARCH Characteristics Characteristics
Data provided as a Data is in form of
narrative, pictures, or numbers and objects statistical results As a research paradigm: QUALITATIVE RESEARCH QUANTITATIVE RESEARCH Characteristics Characteristics
Basic element of Basic element of
analysis: word analysis: number As a research paradigm: QUALITATIVE RESEARCH QUANTITATIVE RESEARCH Characteristics Characteristics
Individual Statistical analysis
interpretation As a research paradigm: QUALITATIVE RESEARCH QUANTITATIVE RESEARCH Characteristics Characteristics
Results may be Results are
presented subjectively, documented using may reveal biases, objective language. values or experiences that impact how the results are interpreted FREE ICE CREAM SCENARIO… QUALITATIVE RESEARCH QUANTITATIVE RESEARCH R: “WHAT DID YOU FEEL R: “ONLY ONE IN 30 TOOK THE WHEN YOU SAW THE FREE ICE FREE ICE CREAM.” CREAM?” INTERESTING!
