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Mba724 s4 1 qualitative vs. quantitative research
 

Mba724 s4 1 qualitative vs. quantitative research

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    Mba724 s4 1 qualitative vs. quantitative research Mba724 s4 1 qualitative vs. quantitative research Document Transcript

    • This lecture examines the difference between qualitative vs. quantitative approaches to research 1
    • As you can probably see, the quantitative research approach is pretty numbers driven. When you hear statistics such as 20% potential customers are female, 50% of auditors feel pressured by managers to lie, etc, they are most likely results of quantitative studies. Key points to remember are:1. The quantitative approach can be used to answer many different kinds of research questions – reporting,  descriptive, explanatory, or predictive2. Statistics is at the heart of quantitative research 2
    • As you can probably see, the qualitative approach can address a descriptive question (how did something happen?) or an explanatory question (why did something happen?)Qualitative research is probably more pervasive in the corporate world than you realize. When Dr. Chung worked at Kodak in their human factors department, she worked with a bunch of anthropologists who specialized in ethnography.Key points to remember are:1. Qualitative research is about interpreting and understanding a complex phenomenon. The deliverables  are usually meaning or deeper understanding, rather than numbers, frequencies, or other quantitative  counts2. Meaning or deeper understanding are usually the foundation of a theory. That’s why we often say  qualitative research is for the goal of theory building, rather than theory testing 3
    • The quantitative approach strives to stay close to the core values of the scientific approach – objectivity, numbers, and large‐scale consistency are emphasized.The easiest way to understand qualitative research is to contrast it with quantitative research. In general, qualitative research is used to understand a phenomenon and build a theory, while quantitative research is used to verify, confirm, or test a theory that has been previously establishedSearches for meanings in specific contexts‐for example in a study of why managers accept the use of unethical practices our interest could be in understanding how this acceptance evolves and what it means for the managers involved in the unethical practicesQuantitative research uses scientific laws to search for general causal patterns and regularities to be tested in the field with large samples (from theory to data, also called deduction‐theory driven). On the other hand, qualitative research collects data in the field with small samples to understand the phenomenon and –based on this‐ proposed a theory (from data to theory, also called induction‐data driven).Qualitative research is very useful particularly in studying poorly understood phenomena 4
    • This chart illustrates how research questions can be re‐phrased depending on your research approach 5