Both approaches have their place in research.
Both have their strengths and weaknesses.
4.1 Descriptive Research: (i.e., statistical research)
Aims to answer who, what, where, when, and why?
Used to describe characteristics.
Focuses on a particular variable (e.g., consumer habits).
Does not aim to uncover causation.
Does not influence variables.
4.2 Analytical Research: (explanatory research)
Seeks to uncover causation
Once a pattern has been uncovered:
Hypothesis may be derived
Influencing factors are examined further
Not generalisable
Specific to the circumstance
4.3 Qualitative Research:
Subjective or humanistic techniques
Quicker to conduct than quantitative
Takes unique feelings into account
Much tourism research lends itself to qualitative techniques
4.4 Quantitative Research:
Statistical analysis
Researcher gathers data and evaluates them to locate trends or correlations
Begins with null hypothesis (supposes no patterns exist)
Using situational analysis, the researcher may uncover possible relationships