This lecture examines the differences between qualitative and quantitative research approaches. Quantitative research relies on statistics and numbers to answer research questions in a descriptive, explanatory, or predictive manner. Qualitative research aims to interpret and understand complex phenomena through methods like ethnography to build theory, with the goal of deeper meaning rather than numbers. Both approaches can be used to answer descriptive or explanatory questions, but qualitative research focuses on context and theory building while quantitative research verifies or tests established theories.