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Qualitative vs. Quantitative Analysis: Evaluating Scientific Methods

Decent Essays

Within any rubric of research, collecting multiple forms of data increases the credibility, actionable items, and alignment of data collection strategies. At the very center of validity studies for primary research, though, is the scientific method. The term scientific method refers to a way of investigation or the acquisition of knowledge through the testing of a theory or hypothesis, then working through measurements (observation and empirical notes) to come up with a result, which should prove or disprove the original theory (Johnson & Christensen, 2009; Cary, 2008). Within most environments, there are several basic issues that can be studied either quantitatively or qualitatively, or with a mixed method. There is no absolute way to analyze or construct data- there may be a preferred way based on the research question, and much depends on the size of the sample, what the research is meant to identify, and what type of analysis one wants for the final product (e.g. an internal study designed to start a project might have a different need that one that is being placed before a Board of Directors, or one that might involve millions of dollars in product changes, and upgrades. In general quantitative is more numerically oriented, statistics, and measurements; qualitative more opinions, feelings, emotions, but often coded to be calculated.
For example, if we wanted to launch a new product in our company, we might form our basis through qualitative research by beginning with a

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