Quantitative versus Qualitative Quantitative Research Strategy Investigation aims to assess a pre- stated theory (Deductive Reasoning) Often involves hypothesis testing Attempts to minimise the influence of the researcher on the outcome Quantitative data infers statistics Data collection therefore requires 'closed' responses Qualitative Research Strategy Investigation aims to create a novel theory (Inductive Reasoning) Researcher becomes an inherent part of the study - ethnography Qualitative data infers complex statements or opinions Data collection therefore permits 'open' responses
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