ABSTRACT
This chapter provides an introduction to research as an activity and to qualitative research in particular. It presents the differences between qualitative and quantitative research, discusses combining qualitative and quantitative research and explains the close relationship between qualitative research and academic theory. In qualitative research, behaviours, understandings, actions and experiences are not measured using statistical analysis as in quantitative research. Baum describes this difference by stating that: 'quantitative research attempts to reduce and measure social phenomena while qualitative research aims to understand social processes'. Due to the requirements of statistical analysis, large amounts of data are often collected. Results are presented in the form of scales, measures and numbers. Because of the types of data collected in quantitative research, the research setting is less important than it is in qualitative research. The chapter considers the variability within qualitative research a great strength – it provides opportunities for researchers to design innovative and challenging projects.
