Learn the paradigm shifts of research, including Positivism and Interpretivism, for Business Research Methods in BITM, BBA, and BBS courses in Nepal. Explore definitions, features, assumptions, differences, and real-world applications in this SEO-optimized academic guide for high CPC and Tier 1 ranking.
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The evolution of research over time has led to significant paradigm shifts, shaping how scholars perceive reality, collect data, and interpret findings. In Business Research Methods, understanding these paradigms is essential for selecting the right research approach and designing methodologically sound studies.
Two major paradigms dominate modern research:
- Positivism
- Interpretivism
These paradigms represent two contrasting worldviews on how knowledge is created and how social phenomena should be studied. This comprehensive guide breaks down both paradigms with examples, comparisons, and academic explanations relevant to BITM, BBA, and BBS programs in Nepal.
What Are Research Paradigms?
A research paradigm represents the philosophical framework or worldview that guides how researchers:
- Define research problems
- Choose research methods
- Collect and analyze data
- Interpret results
It includes assumptions related to:
- Ontology – What is reality?
- Epistemology – How do we know what we know?
- Methodology – How should we study reality?
Positivism and Interpretivism are two foundational paradigms that reflect different approaches to studying business, management, and social sciences.
Paradigm Shifts in Research:
A paradigm in research refers to a broad framework or worldview that guides how research is conducted, including assumptions about reality, knowledge, and methodology.
- A paradigm shift occurs when one dominant way of understanding and investigating the world is replaced by another due to emerging evidence or evolving perspectives.
In the context of social and behavioral sciences, two major research paradigms are:
- Positivism (Traditional, scientific model)
- Interpretivism (Human-centered, meaning-based model)
1.) Positivism:
Positivism is a research philosophy based on the belief that reality is objective, measurable, and independent of human perception.
- It assumes that knowledge is derived from observable and quantifiable facts, and therefore, scientific methods such as experiments, surveys, and statistical analysis are best suited to uncover truths.
Positivism implies the following assumptions:
- Reality exists independently of human perception.
- Knowledge is gained through observation and measurement.
- Research should be objective and free from bias.
- Science and its process is value free.
- Foundation of science is based on logic and math.
Positivist researchers believe that the social world can be studied just like the natural world, and that general laws or patterns can be discovered by analyzing data. It is closely aligned with quantitative research methods.
Example: Studying student performance based on test scores and attendance.
2.) Interpretivism:
Interpretivism is a research philosophy that emphasizes the subjective and socially constructed nature of reality.
- It holds that human experiences, actions, and interactions cannot be fully understood through objective measurement alone and must be interpreted through context, meaning, and understanding.
Interpretivist researchers aim to explore how individuals perceive and make sense of their world. This philosophy supports qualitative methods such as interviews, observations, and case studies to gather in-depth insights.
Key Assumptions of Interpretivism
- Reality is created through social interactions and experiences.
- Human behavior cannot be fully understood through numbers alone.
- Research is influenced by the researcher’s interpretation.
- Understanding meanings is more important than measurement.
- Context plays a critical role in shaping findings.
Example: Understanding students’ feelings about online learning through interview
Difference Between Positivism Vs Interpretivism:
| Positivism | Interpretivism |
|---|---|
| Positivism assumes that reality exists independently and can be observed and measured objectively. | Interpretivism assumes that reality is socially constructed and can only be understood through human interpretation. |
| It emphasizes the use of scientific methods and numerical data to test hypotheses and generate laws. | It emphasizes understanding meanings, perspectives, and contexts using qualitative methods. |
| Positivist research is typically deductive, starting from theory and testing it through data. | Interpretivist research is typically inductive, developing theories based on data and observations. |
| The goal of positivist research is to explain, predict, and control phenomena through empirical evidence. | The goal of interpretivist research is to understand and describe human experiences in depth. |
| Researchers maintain objectivity and avoid influencing the research process. | Researchers actively engage with participants and acknowledge their own influence on the research process. |
| Positivism is widely used in natural sciences and quantitative social research. | Interpretivism is commonly applied in humanities, education, sociology, and qualitative social research. |
| Example: Measuring customer satisfaction scores using a structured questionnaire. | Example: Conducting interviews to explore how customers feel about a brand. |
FAQs
1. What is a research paradigm?
A research paradigm is the philosophical worldview that guides how research is conducted, including assumptions about reality, knowledge, and methods.
2. What is the key difference between positivism and interpretivism?
Positivism focuses on objective, measurable facts (quantitative), while interpretivism emphasizes subjective meanings and human experiences (qualitative).
3. Can both positivism and interpretivism be used together?
Yes. Mixed-methods research combines both paradigms to provide a comprehensive understanding of business problems.
4. Which paradigm is more suitable for business research?
Both are useful:
- Positivism for market trends, financial analysis, surveys
- Interpretivism for behavior, culture, customer experience
5. Why is interpretivism important in modern research?
Because it helps understand human emotions, motivations, and perceptions—critical factors in marketing, HR, and organizational studies.
Conclusion
Understanding the paradigm shifts between positivism and interpretivism is essential for mastering Business Research Methods. Positivism offers measurable, objective insights, while interpretivism provides depth, meaning, and contextual understanding.
For BITM, BBA, and BBS students in Nepal, this knowledge not only enhances academic performance but also equips you with the analytical tools needed for real-world business decision-making.
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