University: Gift University

Name: AQIB Ali

Coursre Business Research Method

with predetermined and highly structured data collection techniques. However, it is increasingly

seen as a philosophical caricature to suggest that there is an exclusive link between positivism,

deduction and a quantitative research design (Bryman 1998, Walsh et al 2015a). Rather, a

distinction needs to be drawn between data about the attributes of people, organisations or other

things and data based on opinions (Box 5.1). In this way, some survey research, whilst conducted

quantitatively, may be seen to fit partly within an interpretivist philosophy. Quantitative research