QUALITATIVE AND QUANTITATIVE APPROACHES Business researchers utilize various forms of approaches to analyze and obtain information and data, and two of the most popular approaches used are the qualita

QUALITATIVE AND QUANTITATIVE APPROACHES Business researchers utilize various forms of approaches to analyze and obtain information and data, and two of the most popular approaches used are the qualita

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QUALITATIVE AND QUANTITATIVE APPROACHES

Business researchers utilize various forms of approaches to analyze and obtain information and data, and two of the most popular approaches used are the qualitative research approach and quantitative research approach. Each approach can be beneficial or in some cases may cause inconclusive results depending on the type of research being conducted and what the nature of the study is. The following will assess two different peer reviewed articles: one which uses a qualitative approach and the other a quantitative approach. It will compare and contrast the strengths and weaknesses of quantitative and qualitative approaches, how the two approaches could be used effectively if combined, and which method is more appropriate for business research in a specific functional area. Qualitative Approach

The qualitative approach in business research, or interpretive research, is used to understand the data of a particular study and requires the researcher to be more involved in the research process, usually as a participant of the study or a catalyst to procure the intended results. The main