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Quantitative research is a research strategy that focuses on quantifying the collection and analysis of data. [1] It is formed from a deductive approach where emphasis is placed on the testing of theory, shaped by empiricist and positivist philosophies.
A qualitative study [43] seeks to learn why or how, so the writer's research must be directed at determining the what, why and how of the research topic. Therefore, when crafting a research question for a qualitative study, the writer will need to ask a why or how question about the topic. For example: How did the company successfully market ...
An embedded case study is a case study containing more than one sub-unit of analysis (Yin, 2003). Similar to a case study, an embedded case study methodology provides a means of integrating quantitative and qualitative methods into a single research study (Scholz & Tietje, 2002; Yin 2003).
Researchers choose qualitative or quantitative methods according to the nature of the research topic they want to investigate and the research questions they aim to answer: Qualitative research. Qualitative research refers to much more subjective non-quantitative, use different methods of collecting data, analyzing data, interpreting data for ...
Contemporary qualitative research has been influenced by a number of branches of philosophy, for example, positivism, postpositivism, critical theory, and constructivism. [7] The historical transitions or 'moments' in qualitative research, together with the notion of 'paradigms' (Denzin & Lincoln, 2005), have received widespread popularity over ...
Quantitative analysis also takes a deductive approach. [8] Examples of content-analytical variables and constructs can be found, for example, in the open-access database DOCA. This database compiles, systematizes, and evaluates relevant content-analytical variables of communication and political science research areas and topics.
For example, qualitative data analysis often involves a fairly structured approach to coding raw data into systematic information and quantifying intercoder reliability. [2] There is often a more complex relationship between "qualitative" and "quantitative" approaches than would be suggested by drawing a simple distinction between them.
Qualitative research methodologies are oriented towards developing an understanding of the meaning and experience dimensions of human lives and their social worlds. Good qualitative research is characterized by congruence between the perspective that informs the research questions and the research methods used.