Abstract:

The paper suggests qualitative research is due for a reappraisal and this should take place in a broad context that considers both qualitative and quantitative research. It discusses qualitative/quantitative distinction and a two-level, six- category classification of qualitative research. It argues that description and diagnosis apply to both qualitative and quantitative research; but to tactical and strategic approaches respectively. These should be determined by the objectives of research. It demonstrates that via interaction, integration and linkage it is possible to go from description and measurement of behaviour to achieving insight and the ability to provide actionable information.