Answered: qualitative, quantitative, mixed…

12th Edition

ISBN:9781259929434

Author:William Nickels

Publisher:William Nickels

Chapter1: Taking Risks And Making Profits Within The Dynamic Business Environment

Section: Chapter Questions

Problem 1CE

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Question

compare and contrast qualitative, quantitative, mixed methods and action research methodologies

Expert Solution

Step 1

Quantitative research deals with numbers and numerical content. It is the kind of research most people think of when they think of the scientific method or traditional lab-type science. It usually involves things like hypotheses, test groups and control groups, statistics, and so forth.
Qualitative research deals more with case studies, narratives and stories. It includes to converse directly with the people. There are many types of qualitative research , some of them are case studies, grounded theory where you come up with a theory after talking to a lot of people or observing a lot of people, ethnography, and many others. Qualitative research is famous for doing interviews but it can also involve things like observations, the examination of documents, or surveys.
Quantitative research can often answer questions of what? how many? which? whom? how often? and so forth.
Qualitative research tries to get an answer to the question of why? or how?
Quantitative research might look at how many people drink coffee at lunch as opposed to water or what the effect is on afternoon work habits of drink choice at lunch.
Qualitative research might involve a conversation with 5 people to find out about their lunch experiences and why they choose the drink they do.