Choice Preference Theory in Research is a substantive theoretical framework developed by Brian A. Vasquez to explain how individual researchers make choices about research traditions, designs, and methods based on a combination of personal, educational, socio-cultural, and economic influences. The theory was first articulated in 2014 in a paper titled âÂÂDevelopment of choice preference theory in researchâ published in the Journal of Institutional Research in South East Asia.
The theory emerged from VasquezâÂÂs experiences as a qualitative researcher. Encountering challenges from quantitative practitioners, combined with literature on research paradigms and grounded theory methodology. Vasquez developed the theory through a modified grounded theory approach called experience-based theory building, which integrates inductive, deductive, abductive, and retroductive reasoning.
VasquezâÂÂs theory identifies multiple conceptual layers that influence choice preference in research.
The central premise of the theory is that choice preference is an individual cognitive and experiential process, that cannot be externally imposed. The interaction between a researcherâÂÂs acceptance system and their exposure to different paradigms influences actions such as acceptance, respect, denial, or disrespect toward alternative research traditions, which Vasquez interprets in terms like true wisdom, informed choice, ignorance, and elitism.
Choice Preference Theory presumes that a researcherâÂÂs philosophical stance â encompassing worldview, assumptions about reality (ontology), knowledge (epistemology), values (axiology), and methodology â is shaped by a synergy of personal, socio-cultural, economic, and educational influences. This philosophical stance, combined with the continuum of learning exposure, determines the preferred research tradition.
Vasquez further argues that rationality within this context is not equivalent to utility maximization as in classic economic models, but is better understood as the synergy between philosophical stance and exposure. The theory distinguishes proclivity (internal inclination) from traditional utility or self-welfare. Describing choice behavior as driven by cognitive gratification and comfort with certainty.
Although developed within the context of academic research methodology, Vasquez suggested that Choice Preference Theory has broader implications for understanding how individuals make preferences and decisions in other fields, such as education and psychology, where exposure to alternatives and personal philosophical stance significantly influence choices.
The theory was generated using a grounded theory methodology tailored by VasquezâÂÂs experience-based theory building approach. This involved identifying core categories through iterative data analysis and coding levels, ultimately positioning choice preference as the integrative core category linking multiple theoretical components.