The Importance Of Qualitative Research

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Qualitative research allowed researchers interact actively with their participants (Muchnisky, 2003). According to Shaughnessy, Zechmeister, and Zechmeister (2003), qualitative research will not contain any statistical analysis since it only having verbal record. On the other way, quantitative methods will heavily rely on tests, rating scales, questionnaires, and physiological measures (Stone-Romero, 2002). This mean, quantitative research will reflect results in numbers while qualitative research will show results in flow diagrams and narrative descriptions of events or processes (Landy & Conte, 2004; Strauss & Corbin, 1990). When conduct qualitative studies on behavior, data such as how people experience and feel events in their lives will be capture (Beins, 2004) in order to generate hypotheses and theories to understand the situations in organizational settings (Spector, 2005). Qualitative research begin widely use in the early of 1970s since researchers needed additional methods to understand their research topics in-depth (Lee, Mitchell, & Sablynski, 1999). On the same time, interdisciplinary approach also started to growth (Tylor & Bogdan, 1998). Qualitative researchers will focus more on the questions “why” compare with quantitative researchers only focus on quantitative answers. Most of the qualitative researcher will required to personally involve in the entire research process (Spector, 2005). It is uncommon for industrial/organizational psychologist utilized
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