EPISTEMOLOGICAL FOUNDATIONS OF QUALITATIVE RESEARCH.

MAIN ADVANTAGES

The advantage of a sample is that it allows us to infer how a population thinks.

Increased reliability of information: stable, secure, congruent, consistent data, the same as itself at different times and predictable.

Ability to measure and gauge the magnitude of groups, segments, types of people, brand recall, etc.

Possibility of performing advanced statistical analysis and predictive models of the behavior of individuals or markets.

Lower cost per case than in qualitative research.

It allows us to have a better marketing management.

Main types of quantitative research

There are four main types of quantitative research:

Descriptive, correlational.
Causal-comparative.
Quasi-experimental.
Experimental research.

Ways of conceiving the nature of knowledge and reality

Knowledge is the conscious and intentional act of apprehending the qualities of the object and is primarily referred to the subject, the Who knows, but it is also referred to the thing that is its object, the What is known. Its development has been in accordance with the evolution of human thought.

qualitative current

difference between empirical, objective, or material reality

Empirical knowledge

ACCORDING TO PHILOSOPHERS

According to Aristotle, there are three basic methods of knowledge according to the end pursued in each of them: theoretical knowledge, which seeks knowledge for its own sake; productive knowledge, which aspires to know how to make a useful or beautiful product; and practical knowledge, which seeks to be a guide to action.

Bacon's method consisted in inferring from the use of analogy, from the characteristics or properties of the largest group to which the particular data belongs, leaving for later experience the correction of obvious errors.

It comes from the Greek episteme and logos meaning knowledge and study.

It is the name given to the discipline whose object of study is knowledge.

Sorted by field

psychology, sociology, physics, history, economics.

The qualitative method

This research method focuses on the fact that knowledge is more subjective than objective.