There are plausible academic as well as social indicators that qualitative research has become an indispensable part of the methodological repertoire of the social sciences. Relying upon the tenets of the qualitative approach which require a priority of subject matter over method and a necessary socio-historical contextualization, I reconstruct some aspects of a social history that have shaped the quantitative—qualitative dichotomy and the quantitative imperative; these include modern individualism, monological rationality, manufacture operating on the grounds of common human labour, mechanics (...) as the first science, quantification as a technology of distanced objectivity and a search for certainty realized at the expense of qualitative attributes. The so-called renaissance of the qualitative approach starting in 1960s, understood as a kind of a return of repressed qualities, is also socio-culturally contextualized. Both anthropogenetic and sociogenetic reconstructions as well as a microgenetic analysis of the research process demonstrate that choices of subject matter and of methodology are socially and culturally embedded and necessarily linked to broader interests and beliefs. (shrink)