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What are the approaches in

research?
Discuss the strengths and
weaknesses of each approach.
PREPARED BY: Ang Jia Heng
Emily Gan Hui Fang
Nor Amira Bt Zahir Rudin
Wendy Ngu Woei Jiuan
Introduction
• Definition of approach in research:
- A way of dealing with something or somebody
- Approach in research involves plans and procedures for
research that span the steps from broad assumption to
detailed methods of data collection, analysis and
interpretation.
• Why approach is important?
• Types of approaches in research:
1. quantitative:
based on objective facts, statistical and numerical data
2. qualitative: market research method that focuses on obtaining
data through open-ended and conversational communication
Body 1: Quantitative
strengths
• Outcome is easy to measure
• Use numerical data:
1. Descriptive analysis
- mean, median, standard deviation
2. Inferential analysis
- t-test, multiple regression correlations (MRC)
(easier to make predictions based on quantitative data because of
its numerical basis)
• Findings can be generalised
• Data can be very consistent, precise, objective and reliable
Body 2: Quantitative
weaknesses
• Fail to capture explanatory information
Cannot give insights into “why” or reasons
for phenomena
• Do not account for non-numerical
information, such as human emotions,
beliefs or imagination (close-ended
questions)
Body 3: Qualitative
strengths
• use a variety of methods (questionnaires,
observation, ethnography, interviews)
• researcher gains an insider's view of the field
(close researcher involvement )
(For eg. Fieldwork experience-ethnography
/Engagement with participants in interview-ask
questions to get detailed info)
• Qualitative methods are more flexible
(allow greater spontaneity and adaptation of
interaction between the researcher and participant
eg. Open-ended questions)
Body 4: Qualitative
weaknesses
• The quality of the data is subjective
(interpretation is biased as influenced by researcher’s
perspectives, sometimes causing data is not accepted.)
• The time required for data collection, analysis and
interpretation are lengthy
• Conclusions not generalizable (few participants only)
• qualitative studies may be less reliable (low quantity of
data)
• Researchers must have industry-related expertise. (if
they are not familiar with the subject matter, they will have
a difficult time gathering accurate data )
(for eg. Interview & ethnography)
Conclusion
• Both approaches have their
strengths and weaknesses
• Depends on research’s purpose
and objectives

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