Quotes About Qualitative research

The worse thing that contemporary qualitative research can imply is that, in this post-modern age, anything goes. The trick is to produce intelligent, disciplined work on the very edge of the abyss.

Quantitative data tell us what people are doing. Qualitative data tell us why people are doing it. The best kind of research combines the two kinds of data.

When you're an investor, you can look at the quantitative and qualitative elements of an investment, but there's a third aspect: What you feel in your gut.

The company started in the early 90s or late 80s. We were a behavioural science company. We didn't pivot into data analytics till 2012. So, all the data that we collected pre-2012, which was done by the British company SBL group, was collected through quantitive and qualitative research on the ground.

This is the pattern: poor quantitative results force us to declare failure and create the motivation, context, and space for more qualitative research. These investigations produce new ideas—new hypotheses—to be tested, leading to a possible pivot. Each pivot unlocks new opportunities for further experimentation, and the cycle repeats. Each time we repeat this simple rhythm: establish the baseline, tune the engine, and make a decision to pivot or persevere.

I was a woman and younger. I started spending a lot of time in the mall doing a lot of qualitative research and really watching what consumers were doing. Were they gravitating towards the sales racks, or were they looking at the new fashions? Were they there to shop, or were they there to socialize?

This turns on the lived experiences of individuals and how they have both subjective experiences of the phenomenon and objective experiences of something in common with other people. Thus, there is a refusal of the subjective–objective perspective, and for these reasons, phenomenology lies somewhere on a continuum between qualitative and quantitative research.

you will see this framework at work when ethnographers employ both quantitative (e.g., surveys) and qualitative data collection (LeCompte & Schensul, 1999) and when case study researchers use both quantitative and qualitative data (Luck, Jackson, & Usher, 2006; Yin, 2009).

Phenomenology is not only a description but it is also an interpretive process in which the researcher makes an interpretation of the meaning of the lived experiences.

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