2024年4月6日发(作者：)

概念

定量研究方法

定量研究是指确定事物某方面量的规定性的科学研究，就是将问题与现象用数量来表

示，进而去分析、考验、解释，从而获得意义的研究方法和过程。定量，就是以数字化符

号为基础去测量。定量研究通过对研究对象的特征按某种标准的比较来测定对象特征数值，

或求出某些因素间的量的变化规律。由于其目的是对事物及其运动的量的属性作出回答，

故名定量研究。定量研究与科学实验研究是密切相关的，可以说科学上的定量化是伴随着

实验法产生的。

The quantitative research is a prescriptive scientific research which aims to

determine the amount of things, this method will represent the problems and

phenomenon via the number, and then to analyze, test, and explain the relevant

research and acquire the significance of the research methods and process. The

so-called quantitative, is based on digitized symbols to measure. Quantitative

research will compare the characteristics of the object of study for some standard

to determine the characteristic values of the research target, or calculate the

amount of variation between some certain factors. Because its purpose is to object

motion and its quantitative attribute to answer, named quantitative research.

Quantitative research and scientific experimental research are closely related, it

can be said that scientific quantitative along with the experimental method。

定性研究方法

是根据社会现象或事物所具有的属性和在运动中的矛盾变化，从事物的内在规定性来

研究事物的一种方法或角度。它以普遍承认的公理、一套演绎逻辑和大量的历史事实为分

析基础，从事物的矛盾性出发，描述、阐释所研究的事物。进行定性研究，要依据一定的

理论与经验，直接抓住事物特征的主要方面，将同质性在数量上的差异暂时略去。

定性研究是指通过发掘问题、理解事件现象、分析人类的行为与观点以及回答提问来

获取敏锐的洞察力。几乎每天在每个工作场所和学习环境下都会进行定性研究。

It is according to the social phenomena or objects which are having the

attributes and in the movement of the change of contradiction of things, it is also

a research method or perspective which is from the internal regulations of the

things It is generally acknowledged axioms, a set of deductive logic and a large

number of historical facts analysis, from the contradiction of description,

explanation, of things. Doing the Qualitative research, it will be based on some

certain theories and experience, directly grasp the main aspects of the research

targets, it will temporarily omitted the homogeneity of the differences in number.

定性研究是研究者用来定义问题或处理问题的途径。具体目的是深入研究消费者的看

法，进一步探讨消费者之所以这样或那样的原因。如果说定量研究解决“是什么”的问题，

那么定性研究解决的就是“为什么”的问题。

Qualitative research is used to define the problem and find the solutions to

the research problems. The specific purpose of in-depth study of consumer

perception consumer, to further explore the reason for this or that reasons .If the

quantitative study and solve the " what" questions, then qualitative research is to