Choice Preference Theory in Research is a substantive theoretical framework developed by Brian A. Vasquez[1] 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 “Development of choice preference theory in research”[2] published in the Journal of Institutional Research in South East Asia.[3]
The theory emerged from Vasquez’s experiences as a qualitative researcher. Encountering challenges from quantitative practitioners, combined with literature[4][5] 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[6].
Core concepts
Vasquez’s theory identifies multiple conceptual layers that influence choice preference in research.
Basic Concepts: Foundational elements such as monetary and time constraints, types of educational exposure (formal, non-formal, and informal), exposure to alternative research forms, acceptance or denial of alternatives, and openness or closedness of system thinking.[7][8]
Construct: Aggregated categories such as personal, socio-cultural, economic, educational influences, and the continuum of exposure to various research traditions.[9]
Theoretical Categories: Higher-order categories including philosophical stance, influences, exposure, preferred research tradition, and judgment, which together shape the individual’s choice preference.[10][11]
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 researcher’s 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.
Theoretical framework
Choice Preference Theory presumes that a researcher’s philosophical stance — encompassing worldview, assumptions about reality (ontology), knowledge (epistemology), values (axiology), and methodology — 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.[12]
Vasquez further argues that rationality within this context is not equivalent to utility maximization[13][14] 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.
Applications and implications
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.
Methodological basis
The theory was generated using a grounded theory methodology tailored by Vasquez’s 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.[6]
↑Franklin Murphy, T (July 23, 2025). "Behavioral Economics". Psychology Fanatic. Retrieved 26 January 2026.
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