- Starting point for science; making a few observations
- With observations and accumulation of knowledge, theories can be made
- Variables can be qualitative or quantitative
Qualitative Research
- People in natural settings
- In-depth on relatively fewer people
- Conclusions based on interpretations drawn by researcher
- Global and exploratory
- Often no hypothesis tested, description of observations
Quantitative Research
- Examining specific behaviours that can be easily quantified
- Less in depth and larger samples
- Conclusions are based on statistical analysis
- Specific and focused
∴ Qualitative research begins research and provides ideas, then moves into quantitative domain
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