ABSTRACT

This chapter presents the debate between macro research and micro research. In general, macro research refers to the study of aggregates or large units, while micro research refers to the study of individuals or small units. Which is better suited for a certain research methodology? Where do the various stakeholders of research (e.g., practitioners, academics, funding agencies, and customers) stand in the debate of macro and micro research? More importantly, does it matter where one stands in the debate? These questions will be discussed in the context of the advantages and disadvantages of macro and micro research, in relation to associated policy and interpretation implications, and in discussions of how each has its “place” in research methodology.