Abstract
Naslund (2002) explains that « People view the world differently »; as true as this statement is in general terms, it takes an interesting dimension when related to research. In order to understand the real implications of the research, it is essential to understand the theories behind the research processes. Two main schools of thoughts exist: the positivist and phenomenological approaches, including the two main research methodologies that are used in the scientific and business worlds i.e. the quantitative and qualitative research. This essay will define the research processes with regard to communication business and practice. Then, the notion of paradigm will be described, along with the two main research paradigms.
