Methodological preference:
:star: Positivists prefer quantitative data. In their view, the aim of research is to reveal cause-and-effect relationships. This requires quantitative data to identify patterns and trends in behaviour.
Positvists thus prefer to use structured research techniques e.g. questionnaires, which create reliable, representative data
:star: Interpretivists prefer qualitative data. In their view, the aim of research is to uncover the meanings people hold. The only way to do this is to allow them to act or speak in the ways they feel are appropriate.
This is best achieved by unstructured research methods such as PO and USI, which produce valid, qualitative data.