Approaches of Research

Research Approaches

  • Quantitative approach
  • Qualitative approach

What is Qualitative research?

It is by definition exploratory, and it is used when we don’t know what to expect, to define the problem or develop an approach to the problem. It’s also used to go deeper into issues of interest and explore nuances related to the problem at hand. Common data collection methods used in qualitative research is focus groups, triads, dyads, in-depth interviews, uninterrupted observation, bulletin boards, and participation/observations.

Types of Qualitative Researches 


Phenomenological research is an inductive, descriptive research approach developed from phenomenological philosophy. Its aim is to describe an experience as it is actually lived by the person.


Ethnographical research is the investigation of a culture through an in-depth study of the members of the culture. It involves the systematic collection, description and analysis of data for development of theories of cultural behavior.

Grounded Theory

Grounded theory research is an approach designed to discover what problems exist in a given social environment and how the persons involved handle them. It involves formulation, testing and reformulation of propositions until a theory is developed.

Case Study

Case study refers to the collection and presentation of detailed information about a particular participant or small group, frequently including the accounts of subjects themselves.

 What is Quantitative Research?

“It is conclusive in its purpose as it tries to quantify the problem and understand how prevalent it is by looking for predictable results to a larger population. Here we collect data through surveys (online, phone, paper), audits, points of purchase (purchase transactions), and click-stream”

Descriptive research doesn’t fit into the definition of either quantitative or qualitative research methodologies, but rather it can apply factors of both, much within the equivalent study. The term descriptive research brings up the type of research question, purpose, and information analysis that will be applied to a given topic. Descriptive statistics differentiate what it represents, while inferential statistics attempt to find out cause and effect.

Types of Quantitative Researches 


Descriptive research provides an accurate portrayal of characteristics of a particular individual, situation or group. These studies are a means of discovering new meaning, describing what exists, determining the frequency with which something occurs, and categorizing information.


Co-relational research is the systematic investigation of relationships among two or more variables, without necessarily determining cause and effect


Causal-comparative research establishes the cause-effect relationship, compares the relationship, but the cause is not manipulated, such as gender.


Experimental research is an objective, systematic, controlled investigation for the purpose of predicting and controlling phenomena and examining probability and causality among selected variables.

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