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This study delves into the methods, choices, and overall framework of qualitative and quantitative research approaches for social inquiry. Examining the cost versus benefit, the study investigates how theories are tested, variables measured, and if predictive generalizations hold true. The qualitative framework focuses on building a holistic understanding using words and informant views in a natural setting, while the quantitative framework emphasizes testing hypotheses with statistical analysis. This comparative analysis explores approaches like focus groups, case studies, surveys, experiments, and more, shedding light on when to use primary or secondary data collection methods based on cost, relevance, and accuracy. By outlining general guidelines for different research designs and data collection approaches, this study assists in determining the most effective methodologies for specific research goals.
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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
Quantitative Framework • Inquiry into a social or human problem based on • testing a theory, • composed of variables, • measured with numbers, • and analyzed with statistical procedures • to determine if predictive generalizations of the theory hold true
Qualitative Framework • An inquiry process of understanding a social or human problem, based on • building a complex, holistic picture, • formed with words, • reporting detailed views of informants • and conducted in a natural setting
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
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
Primary or Secondary Data • Secondary data are data that were collected for some purpose other than your study,e.g. government records, internal documents, previous surveys • Choice between Primary /Secondary Data • Costs (time, money, personnel) • Relevance, accuracy, adequacy of data
Survey vs Experiment Survey - measure things as they are, snapshot of population at one point in time, generally refers to questionnaires (telephone, self-administered, personal interview) Experiment - manipulate at least one variable (treatment) to evaluate response, to study cause-effect relationships (field and lab experiments)
General Guidelines on when to use different approaches 1. Describing a population - surveys 2. Describing users/visitors - on-site survey 3. Describing non-users, potential users or general population - household survey 4. Describing observable characteristics of visitors - on-site observation 5. Measuring impacts, cause-effect relationships - experiments
Guidelines (cont) 6. Anytime suitable secondary data exists - secondary data 7. Short, simple household studies - phone 8. Captive audience or very interested population - self-administered survey 9. Testing new ideas - experimentation or focus groups 10. In-depth study - in-depth personal interviews, focus groups, case studies
