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Understanding Research Methods: Qualitative vs. Quantitative Approaches

This overview highlights the critical distinctions between qualitative and quantitative research methodologies. It outlines the overall approach, design types, data sourcing (primary vs. secondary), and various study methods such as surveys, experiments, and case studies. The guide further examines key elements like target population, what to study (e.g., behavior, attitudes), and the cost-benefit evaluation of different epistemologies. By comparing the structured, objective nature of quantitative research with the exploratory, subjective aspects of qualitative research, we clarify when to use each method effectively.

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Understanding Research Methods: Qualitative vs. Quantitative Approaches

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Presentation Transcript

  1. Methods Choices • Overall Approach/Design • Qualitative or Quantitative • Primary or secondary data • Survey, experiment, case study, etc. • Who to study - population, sample • individuals, market segments, populations • What to study - concepts, measures • behavior, knowledge, attitudes • Cost vs Benefit of Study

  2. Epistemologies • Positivism • objective reality • measurable, operational measures • reductionist • Interpretive /Post positivism • different realities • socially constructed • understand phenomena via meanings people assign

  3. Qualitative vs Quantitative Quantitative Gen’l Laws Test Hypotheses Predict behavior Outsider-Objective Structured formal measures probability samples statistical analysis Qualitative Unique/Individual case Understanding Meanings/Intentions Insider-Subjective Unstructured open ended measures judgement samples interpretation of data Purpose Perspective Procedures

  4. When to Use QL • Emphasize individual outcomes, personalized evaluation • Understand program process or implementation • Need depth on certain clients/cases • Focus on unique, diversity • Formative evaluations • Case-specific quality assurance system, nuances of program quality

  5. More Reasons for QL • Goal-free evaluation • Lack of proven QN instruments • Exploratory • Add depth, meaning to QN study • Break survey routine • Develop program theory

  6. Qualitative vs Quantitative Approaches Qualitative Focus Group In-Depth Interview Case Study Participant observation Secondary data analysis Quantitative Surveys Experiments Structured observation Secondary data analysis

  7. Case Study In depth analysis of a single case within real-life context (or small number of cases) - Detailed description of the case • Multiple sources of data • Triangulation • Both qualitative & quantitative data

  8. In-depth interviews • Unstructured interviews • Informal conversation • Interview guide • Structured open ended • Truly open ended questions • How satisfied are you with program • How do you feel about the program • Probing, neutrality, recognition, rapport, sensitivity, maintain control

  9. Participant Observation • Range in observation from structured QN observation to participant observation • Trained observers • Non-verbal behavior, setting, … • Overt vs covert observation

  10. Focus Group • Small group interviews (7-12) • Homogeneous groups • Moderator skills important • Clear purpose/focus; topic guide • Often have multiple focus groups

  11. Key advantages • Socially oriented • Probing for depth • Low cost, speedy results • Efficiency of group interview • High face validity

  12. Other QL “Methods” • Ethnography • Action research • Field studies • Hermaneutics • Content analysis

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