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QUALITATIVE & QUANTITATIVE RESEARCH
Editor: Stephen Murray
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OVERALL FRAMEWORK
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KEEP IN MIND THAT …
• Qualitative research generally deals in words, images and the subjective
• Quantitative research generally deals in numbers, logic and the objective
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QUALITATIVE RESEARCH
• Research used in range of activities from exploratory designs to means of completing explanations
• Qualitative research assumes that people have meaningful actions or experiences that can be interpreted
Agenda
➢Definition
➢ When to use?
➢Types➢FOCUS GROUPS➢IN DEPTH INTERVIEW➢PROJECTIVE TECH.
➢Pros&Cons
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QUALITATIVE RESEARCH
POPULARITY COMES FROM:
*ECONOMICAL *FLEXIBLE*OPENS A DOOR TO “WHY, HOW”*RICHNESS OF DATA*BEST TO START WITH...
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QUALITATIVE RESEARCHFOCUS GROUPS
Characteristics:• 6-12 people• Lead by a trained moderator• in-depth discussion on 1 particular topic or
concept• Relaxed, informal atmosphere
Agenda
➢Definition
➢ When to use?
➢Types➢FOCUS GROUPS➢IN DEPTH INTERVIEW➢PROJECTIVE TECH.
➢Pros&Cons
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QUALITATIVE RESEARCH DESIGN Qualitative Research: • Examples• Case studies on effect of vocational training in Papua • Ethnographic studies on indigenous populations in Oaxaca, Mexico Qualitative Research Types: • Case studies • Developmental research • Historical research • Ethnograph studies
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• Characteristics of Case Studies: • It gives very detailed information about individuals / group / community• It may give a detailed explanation of a complete life cycle or part of it• Number of cases studied may be small but the number of variables studied are
usually more in-depth (e.g. if compared to a survey)• Case Studies:
• Purpose: to do an in depth study
• In brief: Background, current status and/or environmental factors that interact for each group (individual, institution or community)
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QUALITATIVE RESEARCHIN-DEPTH INTERVIEW
Characteristics:• A well trained interviewer+interviewee• Interviewee is exposed to set of probing
questions• Usually face to face• Interviewer encourages the interviewee to talk
more
Goal:• To collect as much as memory, attitudinal and
behavioral data from the subject
Agenda
➢Definition
➢ When to use?
➢Types➢FOCUS GROUPS➢IN DEPTH INTERVIEW➢PROJECTIVE TECH.
➢Pros&Cons
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QUALITATIVE RESEARCH IN-DEPTH INTERVIEW
Applications:
-Interviews with professionals-Interviews with witnesses-When detailed probing is needed-Discussion of sensitive, confidential issues-When strong, social norms exist-Interviews with competitors
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QUANTITATIVE RESEARCH SURVEY
SURVEY METHOD:
• STRUCTURED QUESTIONNAIRE • GIVEN TO A SAMPLE OF A POPULATION• DESIGNED TO GAIN SPECIFIC INFORMATION
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QUANTITATIVE RESEARCH - SURVEY
Traditional Telephone
Computer-Assisted Telephone Interviewing
Mail Interview
Mail Panel
In-Home
By appointment
Random Personal Interviewing
E-mail Internet
Survey Methods
Telephone
Personal
Electronic
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QUANTITATIVE RESEARCH - EXPERIMENTATION
EXPERIMENTATION METHOD:
• Scientific investigation in which
• an investigator manipulates and controls one or more independent variables and
• observes the dependent variable for variation concomitant to the manipulation of the independent variables.*
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COMPARISON OF QUALITATIVE-QUANTITATIVE RESEARCH
CHARACTERISTICS QUALITATIVE QUANTITATIVE
Research Objectives
Discovery of new ideas,insights and
feelings
Validation of facts,estimates,
relationships
Type Of Research Usually exploratory
Descriptive and causal
Type Of QuestionsOpen-ended,semi-structured,
unstructured, probing
Mostly structured