Research methods
The human instinct tries to understand and explore the natural occurrences in the environment. For one to u understand something unclear one has to go through research and reasoning.
Quantitative research method involves numbers analysis in ways that allow for the generation of statistics and mathematical calculations. It allows for demographic categories and codes generation and mostly requires a large sample to ensure credibility and rigor this research emphasizes on comparison between various variables of a system (Baker, 2006)
Qualitative methods explore a deeper truth through studying things in their natural setting by using ground theory, ethnography, case studies, discourse analysis, narratives, cooperative inquiry and conversation analysis. It takes a typical approach to its subject; it tries to understand the people’s experience, the view of the world and ideally not the researcher. It is non-quantifiable method
Even though the two are very different, it is possible to combine the quantitative and qualitative methods. For example while using initial survey in determining or providing sampling framework for interviews. However, some significant differences call for a brief explanation for instance, the relationship between the subject and the researcher. Traditionally, quantitative research was linked with positivism and therefore, the objectivity of the researcher is critical; qualitative researcher, on the contrary, is more reflexives, therefore highlighting the researcher’s awareness of their positioning by acting as an active agent.
Narrative research involves the study of stories. It evolved as a discipline within the wider qualitative research field. Ethnographic research has also become a widely known method of qualitative research (Williams, 2013). It explains the way in which consumer’s lives with services and products and also the effect of their culture on their actions
When deciding on the research method, the researcher needs to examine carefully the research questions and relate them to the methodological and philosophical differences between the qualitative and quantitative research. The researcher should not be biased and should also detach herself emotionally from the study object.
References
Baker, L. (2006). Research methods. Baltimore, MD: Johns Hopkins University Press.
Williams, A. (2013). Research. London: HarperCollins.
