Qualitative and Quantitative Research - Amazon Web …：定性和定量相结合的研究——亚马逊网站….pdf

Qualitative and Quantitative Research MGMT 846 – Fall 2013 October 20, 2013 Onward and Upward Dr. Rae Denise Madison 1 Quantitative versus Qualitative Quantitative Qualitative Research Research 2 Quantitative vs. Qualitative Research Quantitative research Qualitative research Left brained: Right brained:  Numbers and logic  Words and images  Unchanging and static  Dynamic and complex data data  Objectively discovered  Subjectively determined reality reality  Convergent reasoning  Divergent reasoning 3 Quantitative vs. Qualitative Research Qualitative Research is used:  When more in-depth or perceptual data is required  Pre-quantitative survey - developing hypotheses to be covered in structured questionnaires, in the respondents language  Post-quantitative survey - in-depth exploration and interpretation of quantitative findings  When it is less critical to elicit generalizable and replicable results, as in large scale surveys  When insight, generative understanding, and meaning creation are required to contend with the complexity social systems. 4 Quantitative vs. Qualitative Research Quantitative mode of inquiry Qualitative mode of inquiry – Assumptions