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Philosophical roots:
Phenomenology, symbolic
interaction
Qualitative Research
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Philosophical roots:
Positivism, logical
empiricism
Quantitative Research
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Associated phrases:
Fieldwork, ethnographic,
naturalistic, grounded, subjective
Qualitative Research
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Associated phrases:
Experimental, empirical,
statistical
Quantitative Research
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Goal of investigation:
Understanding, description,
discovery, hypothesis generating
Qualitative Research
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Goal of investigation:
Prediction, control, description,
confirmation, hypothesis testing
Quantitative Research
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Design characteristics:
Flexible, evolving,
emergent
Qualitative Research
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Design characteristics:
Predetermined, structured
Quantitative Research
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Setting:
Natural, familiar
Qualitative Research
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Setting:
Unfamiliar, artificial
Quantitative Research
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Sample:
Small, non-random,
theoretical
Qualitative Research
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Sample:
Large, random,
representative
Quantitative Research
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Data collection:
Inanimate instruments
(scales, tests, surveys, questionnaires, computers)
Quantitative Research
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Data collection:
Researcher as primary
instrument, interviews, observations
Qualitative Research
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Mode of analysis:
Inductive (by researcher)
Qualitative Research
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Mode of analysis:
Deductive (by statistical
methods)
Quantitative Research
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Findings:
Comprehensive, holistic,
expansive
Qualitative Research
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Findings:
Precise, narrow,
reductionist
Quantitative Research
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Qualitative Research Method Uses:
- *To
- develop an initial understanding of an issue or problem.
- *To
- look at a range of ideas or feelings about that issue or problem.
- *To
- understand the different perspectives (point of view) that different groups of
- people have on that issue or problem.
- *To
- uncover the underlying motivations and factors that influence decision making
- and opinions.
- *To
- provide information needed to develop a quantitative study.
- *To
- explain findings from a quantitative study.
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Most Common Qualitative Research Methods
*Observation
*Interviews
- *Document
- or Artifact Analysis
- *Photo
- Elicitation/Photo Voice
*Ethnography
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Quantitative Research Methods Uses:
- *Test
- specific hypothesis and examine specific relationships.
- *Find
- whether there is consensus on a particular issue or problem.
- *Can
- recommend a final course of action.
- *Can
- project results to a larger population.
- *Can
- provide evidence to cause-and-effect relationships.
- *Can
- describe characteristics of relevant groups of people.
- *Identify
- and size market segments.
- *Produce
- numerical data that can be statistically analyzed to establish significance.
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Most Common Quantitative Research Methods
*Survey
- *Sociometry/Network
- Analysis
*Experimental
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Ethnography?
- The study of people’s cultural beliefs
- and practices. Requires the use of a variety of research techniques, commonly
- participant observation, interviews, focus groups, field notes, gathering
- visual material, etc.
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Structured Interview
- *Each
- subject is asked the same set of questions.
- *Avoids
- the use of open ended questions. To do this, normally a “pilot study” is
- conducted to establish categories for the responses of the subjects.
- *The
- data collected can be based on similarities, ranking or ordering, or
- performance.
- *Dichotomous,
- Multiple Choice, Fill in the blanks, Direct Estimation
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