Aspect Key Points Discussed

Definition of ParadigmA paradigm is a set of assumptions, concepts, values, and practices

that define a way of viewing reality for a specific intellectual
community.
Types of Paradigms The natural sciences generally follow the positivistic paradigm
(objective reality), while the social and human sciences often follow
the post-positivistic paradigm (multiple realities).
Methodology vs. Methodology refers to the philosophical underpinnings that guide
Method research, while methods are the actual techniques and procedures
used in data collection and analysis.
Importance of Scholars must account for the philosophical foundations
Methodological (methodology) of their work to maintain intellectual integrity and
Awareness rigor, rather than focusing solely on methods.
Paradigm, methodology and method: intellectual integrity in consumer scholarship

Aspect Methodology Method

Definition Refers to the philosophy or rationale Refers to the specific techniques or
that underpins the research, including procedures used in the research, such
assumptions about knowledge, values, as data collection, sampling, and
reality, and logic. analysis.
Scope Broader, shaping the entire research Narrower, focuses on the practical
process, including the research focus, steps taken to gather and analyze data
questions, and the interpretation of in a study.
data.
Influence on Determines the direction, approach, Involves the actual execution of
Research and purpose of the study. Guides the research tasks based on the guidance
selection of appropriate methods. provided by the methodology.
Role in Informs the philosophical basis for Acts as the tools for generating data
Knowledge how knowledge is constructed and that contribute to knowledge, based
Generation understood in the study. on the chosen methodology.
Impact on Shapes the diversity of knowledge If methods are applied without
Research within a field. If only one attention to methodology, it risks
Diversity methodology is used, it limits the producing shallow or incomplete
range of perspectives and insights. research findings.
Common Scholars often confuse methodology Misunderstanding the difference can
Misuse with methods, leading to a failure to reduce the clarity and rigor of how
acknowledge the philosophical research tools are applied and
foundation of their research. interpreted.

Aspect Discussion
Paradigm A paradigm is defined as an overarching worldview or intellectual tradition
that shapes how research is approached. It includes both philosophical beliefs
and technical methods.
Methodology Methodology refers to the philosophical assumptions guiding research, such
as beliefs about knowledge, reality, values, and logic. It is informed by the
paradigm and shapes how methods are applied.
Method Method refers to the specific techniques and procedures used in the research
process, such as sampling, data collection, and data analysis. Methods are
determined by the chosen methodology.
Clarification of The paper uses paradigm to refer to two overarching worldviews: positivism
Terms and post-positivism, methodology for the philosophical underpinnings (e.g.,
empirical, interpretive, critical), and method for the specific techniques used
to gather and analyze data.

Aspect Explanation
Epistemology (What Focuses on how knowledge is defined and acquired. It questions
Counts as whether knowledge is discovered (existing independently) or created
Knowledge) through social and cultural interactions.
Ontology (What Concerns the nature of reality, asking whether reality is external and
Counts as Reality) objective (existing independently of human thought) or socially
constructed through individual or collective consciousness.
Logic (What Counts Defines the rules of reasoning and acceptable ways of forming
as Rigour and conclusions. It addresses whether arguments and insights must follow
Inference) formal, deductive processes or can be drawn from more flexible,
interpretive reasoning.
Axiology (What Deals with the role of values, ethics, and the involvement of
Counts as Values and researchers and participants. It questions whether researchers should
Ethics) remain detached or if their values and emotions play a role in the
research process.

Aspect Qualitative Approaches Quantitative Approaches

Nature of Data Qualitative research focuses on Quantitative research emphasizes
understanding meanings, numerical data, measuring variables
perceptions, and experiences, often and analyzing relationships
through narrative or descriptive data. statistically.
Philosophical Typically associated with post- Often linked to positivism, which
Paradigm positivism, though not exclusively. assumes a single, objective reality that
It allows for multiple realities and can be measured empirically.
subjectivity.
Purpose of Aims to explore the "why" and Aims to answer "what," "where," and
Research "how" of human behavior, focusing "when" questions, emphasizing
on interpretations and deeper measurement, prediction, and
understanding. generalizability.
Methodology Involves interpretive techniques like Employs structured methodologies
 case studies, interviews, and like surveys, experiments, and
observations to describe and decode statistical models to test hypotheses
human behavior. and establish causality.
Researcher’s The researcher interacts with The researcher maintains objectivity,
Role participants, acknowledging their minimizing their influence on the
influence on the research process. results to ensure value-free data
Subjectivity is embraced. analysis.
Use of Mixed Qualitative research can integrate Quantitative research can occasionally
Methods quantitative methods if the incorporate qualitative elements when
methodology guiding the research is the objective is to explain numerical
empirical or positivistic. patterns or anomalies.
Examples of Often used in social sciences to Frequently used in natural sciences,
Application explore cultural, social, or emotional psychology, economics, and fields
phenomena in depth. where variables can be objectively
measured.

Aspect Positivistic Research Paradigm Post-Positivistic Research

Paradigm
Philosophical Basis Based on the scientific method, Recognizes multiple ways of
emphasizing objective reality and knowing, acknowledging subjective
value-free knowledge. experiences and interpretations.
Nature of Reality Assumes a single, objective reality Accepts that reality can be
(Ontology) that exists independently of human constructed socially and is subject to
perception. individual interpretations.
Knowledge Knowledge is discovered through Knowledge is generated through
Generation empirical observation and inductive reasoning; hypotheses are
(Epistemology) experimentation. Knowledge must created, and understanding is
be reliable and valid. prioritized over prediction.
Research Focus Focused on testing hypotheses to Focuses on understanding meanings,
explain and predict phenomena exploring experiences, and revealing
using controlled environments. power dynamics within social
contexts.
Researcher’s Role The researcher is detached, acting The researcher is engaged and
as an objective observer to interactive, playing a role in the
minimize bias and influence. knowledge construction process
with participants.
Methodology Involves strict methodologies Utilizes more flexible
(quantitative) with standardized methodologies (qualitative) that
tools and measures for data adapt to participants’ narratives and
collection. contexts.
Criteria for Rigor Emphasizes validity, reliability, Strives for trustworthiness, focusing
and generalizability of findings. on credibility, transferability,
Seeks to create universal laws and dependability, and confirmability of
explanations. findings.
Common Methods Includes experiments, surveys, and Encompasses case studies,
 statistical analysis to identify ethnography, interviews, and
causal relationships. thematic analysis to uncover
meanings and power structures.
Intent of Research Aims to control and predict Aims to emancipate participants and
behavior by establishing laws and foster understanding by engaging
principles based on empirical with their lived experiences and
evidence. revealing power dynamics.

Aspect Positivistic Post-Positivistic Interpretive Critical

Methodology Methodology Methodology Methodology
Paradigm Positivistic Post-Positivistic Interpretive Critical (Power)
(Scientific, (Interpretive) (Humanistic)
Empirical)
Intent Predict, control, Understand and Emancipate and Challenge power
and explain interpret liberate individuals structures and
behavior experiences create awareness
of injustices
Epistemology Knowledge is Knowledge is Knowledge is co- Knowledge is
objective and subjective and created between grounded in
discovered constructed the researcher and power dynamics
through the through human the subject. and social
scientific method. interpretation. practices.
Ontology Reality is a single Reality is socially Reality is Reality is
objective truth constructed and perceived and influenced by
that exists can differ based constructed power relations
independently of on perspectives. through individual and systemic
perception. experiences. structures.
Logic Emphasizes Allows for Employs flexible Uses dialectical
deductive inductive logic to understand reasoning to
reasoning and reasoning based complex social challenge and
statistical on qualitative phenomena. critique norms.
validation. insights.
Axiology Aims for value- Recognizes that Values and Engages values
free research; values influence emotions of both explicitly to
researcher research; some researcher and address issues of
remains detached. bias is participants are power and
unavoidable. acknowledged. inequality.
Common Surveys, Case studies, Ethnography, Action research,
Methods experiments, thematic analysis, interviews, focus participatory
statistical analysis narrative groups methods, critical
approaches discourse
analysis

Positivistic Interpretive Critical

Paradigm Positivism Post-Positivism Post-Positivism
Intent Predict, control, Understand human Emancipate and reveal
and explain experiences and meanings power structures
phenomena
Epistemolog Knowledge is Knowledge is constructed Knowledge is grounded in
y objective and by individuals and is social and historical
derived from the subjective contexts and is
scientific method transformative
Ontology Reality is external Reality is socially Reality is shaped by power
and can be constructed and varies relations and is subject to
discovered across cultures change
through empirical
observation
Logic Deductive Inductive reasoning, Inductive reasoning, aimed
reasoning, aiming focusing on patterns and at emancipation and social
for generalizable meanings change
laws
Axiology Values are Values are central, and the Values-driven, with a
neutral, and the researcher engages with focus on social justice and
researcher participants empowerment
remains detached
Common Experiments, Phenomenology, case Action research,
Methods surveys, field studies, grounded theory, participatory research,
experiments, discourse analysis, thematic critical analysis, feminist
ethnography, case analysis, narrative research inquiry, reflective
studies, content phenomenology
analysis