4. The quantitative approach strives to stay close to the core values of the scientific approach – objectivity,
numbers, and large‐scale consistency are emphasized.
The easiest way to understand qualitative research is to contrast it with quantitative research. In general,
qualitative research is used to understand a phenomenon and build a theory, while quantitative research is
used to verify, confirm, or test a theory that has been previously established
Searches for meanings in specific contexts‐for example in a study of why managers accept the use of
unethical practices our interest could be in understanding how this acceptance evolves and what it means for
the managers involved in the unethical practices
Quantitative research uses scientific laws to search for general causal patterns and regularities to be tested in
the field with large samples (from theory to data, also called deduction‐theory driven). On the other hand,
qualitative research collects data in the field with small samples to understand the phenomenon and –based
on this‐ proposed a theory (from data to theory, also called induction‐data driven).
Qualitative research is very useful particularly in studying poorly understood phenomena
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