The Power of Qualitative Methods: Understanding the Puzzle of the Facility Programming Market

Abstract

The purpose of this paper is to make a case for the power of qualitative methodology as well as to demonstrate the contributions of qualitative methods in applied research and practice. As analytical material and as an illustration, we use a project where qualitative research methods produce more trustworthy and credible information about a phenomenon than did quantitative research methods. In the process of studying the market for research-based facility programming, we reflected on the heuristic potential and productivity of the methods that have been used traditionally. We made a comparative analysis of the survey and qualitative research designs when used for the study of situations that previously had not been researched or have rarely been researched. This study demonstrates a way of reasoning, grappling with the dilemma of “qualitative versus quantitative,” and reveals the decision making process, as well as some unexpected findings, in evaluating facility programming research. This paper contributes to promoting qualitative methodology in professional practice, in applied projects, and in industries that rely heavily on quantitative research designs.