Key Ideas

• Empirical knowledge may be generated using scientific or social scientific approaches to study both physical and human phenomena.
• Qualitative research, as contrasted with quantitative studies, places more emphasis on the study of phenomena from the perspective of insiders.
• Quantitative researchers attempt to remain independent of the phenomena they study with the aim of generalizing findings, where as qualitative researchers immerse themselves, viewing meaning as more context- and time-specific and, in most cases, not generalizable.
• Qualitative research from the critical theoretical view uses interpretive frameworks but also reveals ways that power is embedded in social contexts.
• Research methods refer to the kinds of tools used to collect data in studies, whereas methodologies are the more comprehensive designs and frameworks used in investigations.
• The qualitative methodologies presented in this text share important themes, including the view that reality is complicated and socially constructed and that qualitative research designs must be open to change during investigations.

Most of us seek knowledge and understanding as we attempt to make sense of the world around us. We use whatever means available to us as we negotiate the events in our lives. In some instances we might use personal experience—knowing from earlier encounters that leaning against a cactus, for example, may not turn out well. Or we might rely on tradition, our well-developed habits—without thinking about it much, we decide to buy the same trustworthy automobile or go to the same coffee shop every morning. At other decision moments we may choose to depend on reasoning— we carefully examine the pros and cons before arriving at what we determine to be a logical conclusion about which car to purchase or coffeehouse to visit. And, finally, there are many circumstances in which we trust authority, the judgments of experts or respected others, to guide our final decision about such important areas as selecting a school or finding a good physician. So, as we consider the range of events and issues we must resolve, we are likely to apply any combination of personal experience, tradition, reasoning, and authority as our principal sources of knowledge.