Qualitative and Quantitative Approaches

Topics: Qualitative research, Scientific method / Pages: 4 (1126 words) / Published: Aug 13th, 2014
Qualitative and Quantitative Approaches
June 17, 2014 University of Phoenix
Professor Pamela Campbell
Qualitative and Quantitative Approaches
Business researchers utilize various forms of approaches to analyze and obtain information and data, and two of the most popular approaches used are the qualitative research approach and quantitative research approach. Each approach can be beneficial or in some cases may cause inconclusive results depending on the type of research being conducted and what the nature of the study is. The following will assess two different peer reviewed articles: one which uses a qualitative approach and the other a quantitative approach. It will compare and contrast the strengths and weaknesses of quantitative and qualitative approaches, how the two approaches could be used effectively if combined, and which method is more appropriate for business research in a specific functional area.
Qualitative Approach The qualitative approach in business research, or interpretive research, is used to understand the data of a particular study and requires the researcher to be more involved in the research process, usually as a participant of the study or a catalyst to procure the intended results. The main purpose of this type of methodology is to build a theory or to gain an in-depth understanding of the issue being researched. Qualitative approaches usually have a small sample size and the design has less planning, hence, the likelihood of the results may change. Research methods are not always consistent with the qualitative approach and may be modified throughout the study. Participants of this approach are usually predetermined and prepped because the study may target a specific issue or may apply only to a certain subset of people. This approach also uses various types of research methodology concurrently or consecutively and involves a longitudinal style (Cooper &

References: Catherine, W. G. (2006). Analog to digital workflow improvement: A quantitative study. Journal of Digital Imaging, 19, 29-34. doi:http://dx.doi.org/10.1007/s10278-006-0770-x Cooper, D. R., & Schindler, P. S. (2008). Business Research Methods (12th ed.). Retrieved from The University of Phoenix eBook Collection database. ISBN: 9780073401751. Vaivio, J. (2008). Qualitative management accounting research: Rationale, pitfalls and potential. Qualitative Research in Accounting and Management, 5(1), 64-86. doi:http://dx.doi.org/10.1108/11766090810856787

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