Question

Different approaches to business research

Answer 1

The four main approaches

Quantitative research

Quantitative research is generally associated with the positivist paradigm. It usually involves collecting and converting data into numerical form so that statistical calculations can be made and conclusions drawn.

Qualitative research

is the approach usually associated with the social constructivist paradigm which emphasises the socially constructed nature of reality. It is about recording, analysing and attempting to uncover the deeper meaning and significance of human behaviour and experience, including contradictory beliefs, behaviours and emotions. Researchers are interested in gaining a rich and complex understanding of people’s experience and not in obtaining information which can be generalized to other larger groups.

Advocacy/participatory approach to research (emancipatory)

To some degree, researchers adopting an advocacy/participatory approach feel that the approaches to research described so far do not respond to the needs or situation of people from marginalised or vulnerable groups. As they aim to bring about positive change in the lives of the research subjects, their approach is sometimes described as emancipatory. It is not a neutral stance. The researchers are likely to have a political agenda and to try to give the groups they are studying a voice. As they want their research to directly or indirectly result in some kind of reform, it is important that they involve the group being studied in the research, preferably at all stages, so as to avoid further marginalising them

Pragmatic approach to research (mixed methods)

The pragmatic approach to science involves using the method which appears best suited to the research problem and not getting caught up in philosophical debates about which is the best approach. Pragmatic researchers therefore grant themselves the freedom to use any of the methods, techniques and procedures typically associated with quantitative or qualitative research. They recognise that every method has its limitations and that the different approaches can be complementary.