Research in social sciences largely depends on measurements and analysis and interpretation of numerical as well as non numerical data. Quantitative research methods – focus on statistical approaches and qualitative methods are based on content analysis, comparative analysis, grounded theory, and interpretation. Quantitative methods- emphasize on objective measurements and numerical analysis of data collected through polls, questionnaires or surveys and qualitative research focuses on understanding social phenomena through interviews, personal comments etc.
Quantitative and qualitative methods are studied within the context of positivist and phenomenological paradigms. The application of research methods could be studied in the context of business and management or in social psychology to understand a social process. Some of the basic tools for qualitative or quantitative research are related to data collection methods which can be case studies, questionnaires or interviews.
Research methods are focused on things like management issues or social process for example; a study on the interaction between age, physical exercise and gender. Some disadvantages and possible flaws of such methods may be related to abuse or misuse of interview techniques, inadequacy of data collection methods and reliability of data. The methodological approach and data collection techniques are important in research and form an important aspect of study.
The case study approach is especially useful in analysis of business environments and perceptual mapping techniques are used for marketing research. Focus groups and surveys are used as other preferred methods of data collection, especially within business environments. Interpretive research can be considered as an important aspect of qualitative analysis, although as with all qualitative data, subjective bias can be a deterrent in the validity of such approaches.
In studying research methods, it would be necessary to highlight the differences between qualitative and quantitative methods although it has also been argued that an integrated approach to social analysis could close in the gap between quantitative and qualitative methods and both these methods could be used for social research studies. In fact there may not be a specified correct method of research as each method seems to have its strengths and weaknesses and these factors should be examined carefully before a particular method is selected or used for studying a social process.