The methods of carrying out research can be classified into two broad categories: quantitative and qualitative. Quantitative research mainly refers to the empirical examination of phenomena by means of mathematical and statistical techniques. Conversion of data into a measurable form provides an easy way to easily categorize and work with data. Categorization is of great importance for it allows a researcher to answer specific questions from complex data sets. Quantitative methods make a significant contribution to theory for they provide specific and measurable ways to view, access, and critically analyze data. The aspect of measurability is of great importance and adds to theory development as quantitative studies can enable trendspotting. A multivariate quantitative approach to trendspotting is a useful method of gathering market intelligence that can be used to gather market information used in creating theory. Quantitative research has been the major method preferred by many researchers in operation management research.
Qualitative research refers to attempts to understand the deeper meaning around the complexities of human interaction. Most theories are developed by making frequent observations over a certain period of time and then used to generate a construct that can be used to further explore the phenomena. Qualitative methods are of great importance for they provide the means to measure, document, and analyze the different observations. Qualitative studies inform theories variously. For instance, they provide in-depth descriptions of phenomena. They also provide more information since researchers are allowed to ask probing questions. Qualitative methods also provide deeper insight since they allow the refinement of concepts and results. The research method is also important in testing theory by providing alternative theoretical lenses to investigate the phenomenon and provide additional insight into the theory and its interactions.