This document discusses two main research approaches: quantitative and qualitative. The quantitative approach involves generating numerical data that can be rigorously analyzed, and includes inferential, experimental, and simulation methods. The qualitative approach focuses on subjective assessments through techniques like interviews and aims to provide insights rather than rigorous statistical analysis. It also provides contact information for the author.

1. Research approaches
Research Methodology

2. Prepared By
Kindly restrict the use of slides for personal purpose.
Please seek permission to reproduce the same in public forms and presentations.
Manu Melwin Joy
Assistant Professor
Ilahia School of Management Studies
Kerala, India.
Phone – 9744551114
Mail – manu_melwinjoy@yahoo.com

3. Research approaches
• Two types of research
approaches are
– Quantitative approach.
– Qualitative approach.

4. Research approaches
• Quantitative approach
involves the generation of
data in quantitative form
which can be subjected to
rigorous quantitative
analysis in a formal and
rigid fashion. This approach
can be further sub-
classified into inferential,
experimental and
simulation approaches to
research.

5. Research approaches
• The purpose of inferential
approach to research is to
form a data base from which
to infer characteristics or
relationships of population.
This usually means survey
research where a sample of
population is studied
(questioned or observed) to
determine its characteristics,
and it is then inferred that the
population has the same
characteristics.

6. Research approaches
• Experimental approach is
characterized by much
greater control over the
research environment
and in this case some
variables are
manipulated to observe
their effect on other
variables.

7. Research approaches
• Simulation approach
involves the construction
of an artificial environment
within which relevant
information and data can
be generated. This permits
an observation of the
dynamic behavior of a
system (or its sub-system)
under controlled
conditions.

8. Research approaches
• The term ‘simulation’ in
the context of business and
social sciences applications
refers to “the operation of
a numerical model that
represents the structure of
a dynamic process. Given
the values of initial
conditions, parameters and
exogenous variables, a
simulation is run to
represent the behavior of
the process over time.

9. Research approaches
• Qualitative approach to
research is concerned
with subjective
assessment of attitudes,
opinions and behavior.
Research in such a
situation is a function of
researcher’s insights and
impressions.

10. Research approaches
• Such an approach to
research generates results
either in non-quantitative
form or in the form which
are not subjected to
rigorous quantitative
analysis. Generally, the
techniques of focus group
interviews, projective
techniques and depth
interviews are used.