It is human instinct that it tries to know and explore the natural occurring in the environment.

In order to understand something unknown, we have to go through reasoning and research. Qualitative research in a complex analysis and is characterized by mathematical calculations but no experimentally. Quantitative research however is carried out experimentally and relies and builds on mathematical techniques such as quality, frequency and amount etc. Qualitative analysis provides more details and is more focused and deep process. Qualitative analysis put emphasis on how and what meaning is given to a certain situation. Qualitative approach is subjective and has understanding nature. In this type of research, the researcher has to engage more with the subject under consideration. This type of research is also referred to as interpretative research, understanding and gathering information and interpreting it with respect to daily life. Quantitative research method involves the mathematical parameters such as height, weight and other parameters which have numerical value. The emphasis of this type of research is on the comparison between different variable of the system. So it depends on mathematical techniques and procedures such as mean, median, frequency and other statistical procedures. According to Kotler et al Marketing research is a process that identifies and defines marketing opportunities and problems, monitors and evaluates marketing actions and performance, and communicates the findings and implications to managements. This means that marketing

research is the collection, evaluation and recording of information related to customer needs. Building relationship with clients and customers requires a lot of work. For example a company needs to know the customers need, design excellent product for them while keeping the

competitive price to promote it. This goal of a company is achieved by conducting market researches which are based on quantitative and qualitative research methods. Quantitative researches provide valuable figures based on a large population which can be very useful and reliable because numerical and mathematical data give a validity and authenticity to a research. For a researcher to decide which method of researched to be chosen, the researcher must carefully and closely examine the research questions and then relate them to the philosophical and methodological differences between the two types of researches. According to the school of thought, a researcher must be unbiased and should be emotionally detached from the objects of study. Quantitative research is better used in situations where data can be collected through the use of predetermined questions and performance observations. There are some similarities between both types of research. Both require collection, analysis and reporting of data. Quantitative study relies more on literature where as qualitative research does not rely on literature but relies on human observations. Narrative researches:Narrative research is the study of stories. Narrative research evolved as a discipline with in the broader field of qualitative research. Narrative research has acquired an increasingly high profile in social research. Unlike many other research methods, narrative research does not offer automatic start.

Narrative research in healthcare encompasses an increasingly wide literature, within which nursing research has become an important contributor over the past 15 years. Narratives and stories from patients, their relatives, careers, and healthcare providers have been found to be a powerful and empowering element in furthering our understanding of the experience of mental and physical illness from a range of perspectives.

Ethnographic research:Ethnography today has become a popular method of qualitative research. It offers in-context insight into the ways consumers live with products and services, and the ways their culture influences their actions -- insight not readily available to other forms of qualitative research. Ethnographic research provides in-depth and extensive findings about human behavior. As ethnographic research relies on observations, new lines of inquiry can be emerged. Ethnography allows questions to emerge from itself. It provides the researcher with a much more

comprehensive perspective than do other forms of educational research. It is particularly appropriate to behaviors that are best understood by observing them within their natural settings. In health care settings, researchers may choose an ethnographic approach because the cultural parameter is suspected of affecting the populations response to care or treatment. For example, cultural rules about contact between males and females may contribute to reluctance of women from an Asian subgroup to take up cervical screening. Case study research:Case studies are applicable when something unique is to be told. Case studies are used to provide details and more clear picture to other data that what happened and why?

This kind of research develops analytic and problem solving skills. It allows the solutions of complex issues which are difficult in other kind of researches. It allows students to apply their knowledge. It provides much more detailed information than what is available from other methods. In case studies, data can be collected from multiple sources. Case study research in health care has a range of uses. For example, a case study may be conducted of the development of a new service such as a hospital discharge liaison scheme jointly run by health and social services in one locality. Another example of the case study approach would be to describe and analyze organizational change in the planning, purchasing or delivery of health services as in Total Purchasing pilot projects. Difference between action research and formal research:Action research is the application of the tools and methods of social science to immediate and practical problems of teaching etc., with the goals of contributing to improvement in practices, theory development, and knowledge acquisition in education. Action research is an applied research whose main purpose is the improvement of a practitioners practice. It is equivalent to teacher research, insider research or practitioners own research. Action research can use any methods which are used by other formal educational researches. The practical goal of action research is to gather evidence that can help the practitioner to make good decisions regarding their teaching. Action researchers may also have other purposes instead of improving their practice. Action research differs from formal research in many aspects. Formal research is a form of generalized knowledge published in academic journals. However some action research having some characteristics of formal research can be published in academic journals. Action research is

published in online action research journal and websites of various action research networks. Other practitioners benefit from the knowledge generated by these reports.

Action research challenges the claims of a positivistic view of knowledge which holds that in order to be credible, research must remain objective and value-free. Action research rejects the notion of an objective, value-free approach to knowledge generation in favor of an explicitly political, socially engaged, and democratic practice. Action research can be chosen because it provides long standing commitment to developing more effective strategies and methods to promote social justice. In formal research, extensive training is required where as in action research, no training is requires. The knowledge produced in formal research can be generalized whereas in action research, knowledge is confined to local situation. Formal research reviews the previous research and in action research, currently faced problems are discusses. Formal research has a long time frame. In action research, there are loose procedures, quick time frame and changing ideas during study. Formal research accounts statistical measures and qualitative techniques whereas action research is practical and has not statistical significance.

Action research has been growing as a widely used method to evaluate programs. This approach uses a range of research methods, and is as its name suggests - tied in to action or change in programs. This method is robust, flexible and dynamic and it informs the program while it is running instead at the end when the program is finished. Stakeholders are the participants in this process. It helps tailor projects to local situations. Put simply, it asks what works, how, when, where, for whom and with what outcomes. It starts with where projects are at and builds on them, asking what is important about what is happening and why, and what do we want to learn.

The practitioners of action research value and interpret peoples experiences and their stories rather than using statistical data or surveys. They also use survey and statistical data if it suits their project. It is generally agreed that more traditional approaches cannot achieve the insights that come from people's experiences. Stories add color, character and a new culture to the evaluation process.