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Discuss the main differences between quantitative and qualitative approaches to data collection, and analysis in management research. Make references to the philosophical assumptions, which underpin these methodological approaches. What is Research? ‘Research is life! Its curiosity! Its excitement! Research looks at the world as a source of information and of answers to questions that begin: Why? How? What… Research involves putting together the pieces of a puzzle.’ (Rothstein, 1985, Pg 30). Research is used in nearly all areas of life. It is one way of critically examining various aspects by understanding and formulating principles that governing procedures (Kumar 1996, Pg 2). Theory plays a very important role in developing this understanding of research, and can be seen as the pieces that hold the research together (Rothstein 1985, Pg 33). This suggests that research and theory together can be used to help improve or expand further knowledge and understanding. Howard and Sharp (1983) suggested that research is associated with activities, which are removed from everyday life. In contrast however Lundberg (1942) draws a parallel between scientific research process and the processes we use in everyday lives, he stated ‘scientific methods consist of systematic observation, classification and interpretation of data… this process is one, people engage in the course of their daily lives.’ This shows that research can range from the fairly informal, based on impression and involves simple activity designed to prove answers to very simple questions. To the strictly scientific which is based on conventional procedures (Rothstein, 1996, Pg 30), these procedures can then be used to formulate theories and laws that govern our every day lives. Therefore research can involve numbers or be generated through words. The following essay will discuss in detail two main paradigms in research methodology, Quantitative and Qualitative, and discuss them in terms of data collection and philosophical assumptions within the management sector. Why research in Management The purpose of research is to solve problems in a systematic way, it therefore follows that business and management research is the undertaking of systematic research to find out about business and management, and to provide processes for solving managerial problems (Saunders 2000, Pg2). Research is important in management due to its ‘practical problem solving and decision making’; these are commonly used techniques in companies and therefore represent what managers do (Ghauri 2002, Pg 89). This suggests then that research is essential in the understanding of everyday phenomena that managers handle. Research into management is also important to the company as: ‘Businesses are beginning to develop a strategic monitoring program to identify and understand competitor’s strengths and weakness and overall business strategy’. (Small business report, Jan 1989:21, referencing Ghauri, 2002, Pg 9). This shows the increasing importance placed on manager’s decisions and actions; therefore it is important that these issues are investigated or researched in order to gather more information and become more successful. Within management research a positivist approach still remains the most dominant research methods (Alvesson and Deetz, 2000; Alvesson and Willmott 1996 quoted in Gill and Johnson 2002, Pg 8). It is regarded as an approach which leads to interesting and profound insight into complex problems (Remenyi et al, 2002, Pg 33). However there is a common stereotype held within the sector of management, that research methods are ‘remote, ivory-tower individuals working on issues of little practical relevance’ (Gill and Johnson 2002, Pg 8). This negative view of research could reflect the ever-changing structures of management or the changing working climate. Research methods are seen as static and non-changing, it is a common view held within society and other sectors, that research activities are ‘removed from daily life and usually take place within a laboratory’ (Gill and Johnson 2002, Pg8). This therefore suggests that research has little to do with what is in practise going with management. Within it self, management is the implementation of polices and practises into the ‘real world’, dealing with people and every day situations. It is unsurprising that there are a number of approaches to management research (Gill and Johnson 2002, Pg 10). A number of researchers believe that that the positivist approach is not the only approach to research in the management sector, preferring the opt for a more ‘methodological purisms’, that there is no one best method of research (Gill and Johnson 2002, Pg 10) this suggests that business and management research needs to engulf in both the world of theory and the world of practise, there is need to encourage interactions between these to worlds rather than one approach alone (Saunders 2000, Pg 2). Different paradigms Kuhn (1962) defined a paradigm as ‘… a series of assumptions about the nature of reality, knowledge, and truth which often influences a scientist in a subtle even subconscious way’ (Hardy1997, Pg 257).
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