1) Positivism (Structural Theory) (Positivist Research) Positivists concern themselves with the MACRO Assume society exists independently of indiviuduals, it has an OBJECTIVE factual actual reality, just like the physical natural world, it is ‘out there’. Just like the natural world it can be investigated SCIENTIFICALLY using the methods of the ‘natural sciences’. Society exists independently to individuals. It is an EXTERNAL FORCE that is observable, measurable & predictable. Society shapes & controls individuals. Individuals are PASSIVE. Positivists prefer STRUCTURED, QUANTITATIVE methodology and aim to look for PREDICTABLE and FORMULAIC PATTERNS of behaviour. X + Y = Z MACRO Micro Positivists look for Causal Relationships, and prefer Value-Free, Reliable, Representative, Large Scale Quanitifiable methodology. Deductive Logic

2) Interpretivism (Social Action Theory) (Interpretivist Research) Positivists concern themselves with the MICRO Assume society cannot exist without individuals: Society is dependant on individuals. It is a SUBJECTIVE reality that is created by individual interactions and the meanings that individudals give to interactions and behaviour. Society is a SOCIAL CONSTRUCTION. The social world is shaped by INTERNAL FORCES an that is unpredictable, often random and ever changing & therefore cannot be objectively measured and studied. Individuals shape the society. Individuals are ACTIVE. Interpretivists prefer UNSTRUCTURED, QUALITATIVE methodology and aim to uncover & INTERPRET MEANINGS behind behaviour & Interactions. MICRO Macro Interpretivists look for Meanings & Valid, Small-Scale, In-Depth methodology. Inductive Logic