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Methods Choices

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

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Methods Choices

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  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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