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[Music] Quantitative research follows a positivist research philosophy, which is based on a scientific approach to research. The researcher would observe objectively in an attempt to either prove or disprove their hypothesis. This is made possible through the collection of data that can be measured.
It has the advantage of being able to use larger samples, which would then often be used to represent a larger group. A good example of this would be polling for an election. A sample group is used to represent the population, and they are then asked specific questions that can be measured. It is then possible to gauge who is leading in the polls and therefore more likely to win the election.
On the other hand, qualitative research tends to use an exploratory scientific method that enables a more in-depth inquiry into the subject area. The research is used to generate a hypothesis and develop an understanding about particular people, places, or groups. It uses words and images rather than numbers and focuses on a smaller sample group to help aid a deeper analysis of the topic. Qualitative researchers prefer not to make generalizations based on their findings.
Mixed methods research involves combining quantitative and qualitative research. This takes a more pragmatic approach whereby the type of research used should be based on what will best help you answer your research question. The research required will generally fit somewhere on this continuum. Your research question can also be a good indicator as to which way one should approach their research. For example, your question may include words like "measure" or "explore." Clear points exist as to the type of research that needs to be carried out. What [Music]