ABSTRACT
Business research involves a lot more than numbers and statistics. Some researchers have criticized qualitative research as being "soft" and lacking rigor. However, quantifying findings does not ensure that business research is useful or even accurate. Good research is the result of a careful, thoughtful, knowledgeable approach, whether qualitative or quantitative research methods are used. Indeed, we advocate using both qualitative and quantitative approaches in the same research in many instances because each has its role, and sometimes both are used in the same research project.
