Qualitative and Quantitative Research Approaches - 2955 Words

-------------------------------------------------------------------------------- Abstract Sports fandom consists of cognitive and affective, as well as behavioural components. Existing sports fan research utilises either strong qualitative, or more often, strong quantitative methodologies. The strengths and weaknesses of each approach are outlined, developing the argument that the use of a single methodology often fails to explore all of these components. The use of a mixed methods approach is suggested to counteract this weakness and to enhance research into the sports fan. Introduction Although interest in the sports fan dates back to the beginning of this century, there is little empirical research on the subject (Burca, Brannick,†¦show more content†¦These may be summarised as follows: Quantitative methodologies are appropriate to measure overt behaviour. They are also strong in measuring descriptive aspects, such as the composition of the sports crowd. Quantitative methodologies allow comparison and replication. Reliability and validity may be determined more objectively than qualitative techniques. These strengths however, are not the sole prerogative of quantitative designs. Indeed, many of the arguments for the use of quantitative research, especially in an academic climate where resources are limited, have pragmatic origins in terms of allowing large scale data collection and analysis at reasonable cost and effort, as well as providing statistical proof. The weaknesses of such quantitative research designs lie mainly in their failure to ascertain deeper underlying meanings and explanations of sports fandom, even when significant, reliable and valid. The quantitative assumption regarding fandom is that people can be reduced to a set of variables which are somehow equivalent across persons and across situations (Reason Rowan, 1981, p. xiv). Quantitative research is strong in measuring such variables, and, if this measurement is the focus of the research, such as the case with the Premier League survey, then a quantitative approach may be justified. However, as noted earlier, psychological factors, such as affect and cognition, are important to the concept of sports fandom.Show MoreRelatedQualitative and Quantitative Approaches1126 Words   |  5 Pagesï » ¿ Qualitative and Quantitative Approaches RES/351 June 17, 2014 University of Phoenix Professor Pamela Campbell Qualitative and Quantitative Approaches Business researchers utilize various forms of approaches to analyze and obtain information and data, and two of the most popular approaches used are the qualitative research approach and quantitative research approach. 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