Quantitative and Qualitative Approaches to Knowledge: Proposing a Method of Functional Integration for the Relationship between Empirical Methods.

Qualitative and quantitative social science research methods rather than representing opposing research methods instead are reinforcing research traditions. The ability of either research methodology to make lasting and important contributions requires the ability to synthesize and integrate with the other approach. While the assumptions of each research tradition differ, a functional framework is proposed for synthesizing and integrating the methods, with examples used from mass media research. The combination of functions provided by each method creates the basis for a complete science. The relationship becomes symbiotic, both methods necessary for the creation of a body of knowledge. (Contains 24 references.) (Author/RS)