Quantitative and Qualitative Research

Research methodologies can be classified as either quantitative or

qualitative.

Quantitative research collects numerical data that can be quantified. It is
sometimes referred to as research with numbers. It focuses on measuring,
collecting, and drawing relationships between facts through statistical
analysis and experimentation. Methodologies used include questionnaires,
interviews and experiments. They are objective, reliable and less subject to
bias than qualitative methodologies.

Qualitative research is concerned with collecting information that does not
involve numbers. The methodologies used usually focus on a small number of
people and produce a large amount of information about these people.
Methodologies used include observations, case studies, interviews and
questionnaires. Documents can also be used to find information. Qualitative
methodologies are usually used to research social issues and assessment of
individual opinions or feelings about a specific situation. They enable
researchers to obtain more detailed information about beliefs, feelings, values
and attitudes. However, they are generally more subjective and more likely
to be biased by a researchers own values and interpretations.

Often a combination of methodologies is used in a research project. It is also
possible for some methods, such as an interview, to have both quantitative
and qualitative aspects. (Based on the nature of the questions asked).

Primary and Secondary Research

Primary research is carried out first hand by the researchers. For example, the
researcher interviews or surveys the individuals/groups involved.

Secondary research is gathered by someone else. The information has
already been processed in some way. Secondary sources include texts,
journal articles, newspapers, DVDs, internet etc.



Most research uses both primary and secondary sources. Secondary sources
are often used to support or add to the findings of primary research.

(Students to copy the following diagram onto their worksheet)
























Survey

A survey is the process of conducting a study involving a number of
individuals or subjects.
A survey uses either interviews or questionnaires, conducted among a
few or many people.

Interview

The researcher talks to various respondents in person or over the
telephone, asking them questions about a particular topic.
Interviews are usually conducted on a one-to-one basis, but sometimes
the researcher might have a focus group where approximately three
to eight people come together and are interviewed simultaneously.
The respondents answers are recorded in some way; either on a
checklist, in brief notes taken by the researcher, or by an audio or
video-recording.
The researcher and the respondent should be clear on the purpose of
conducting the interview, and the researcher needs to be well
prepared and plan clear, unambiguous questions.
The researcher must be careful not to dominate the discussion or bias
the answers by over-interpreting them.
A structured interview is quite formal, with predetermined questions
being asked in the same sequence to all respondents.
An unstructured interview is informal and tends to be more flexible.
Respondents are able to express themselves more freely through
discussion of topic areas, rather than answering specific questions.

When planning and carrying out an interview researchers need to:

1. Decide on what information is needed and from whom.
2. Plan and write the questions using broad-based questions on a
checklist.
3. Decide on the sample size and the method of collection.
4. Prepare the recording method for the interview.
5. Pilot the interview (practise it on someone similar).
6. Conduct the interviews among the respondents.
7. Analyse the results.












Questionnaire

Gathering information from people using a planned set of questions.
The questionnaire may be oral, whereby a researcher asks the
respondents questions and records the responses on a tally sheet, or
written, whereby the respondents record their own answers on the
questionnaire sheet.
The questions may be closed - which limits possible responses, or open -
with the respondents able to express opinions and make comments.

Examples of closed and open questions:
























Questionnaires can be used in many research situations. They can be
distributed to large populations and thus provide a useful amount of data.
They are reasonably easy to interpret, especially those with closed questions.
They do require a lot of planning and preparation, however, and respondents
need to be made aware of the purpose of the questionnaire.

When developing and conducting questionnaires researchers need to:

1. Decide on what information is needed and from whom.
2. Design the questionnaire, with a limited number of questions and a
combination of closed and open questions where possible.
3. Decide on the sample size and the method of collection.
4. Pilot the questionnaire.
5. Conduct the survey in the required population.
6. Analyse the results.
Case Study

The detailed investigation of one issue, such as a person, an event, a
community group or an institution. A range of research techniques
including interview, observation and questionnaire may be used to
assemble the range of information needed about the single issue.
They are especially useful in finding out how and why.
They usually require supporting research, and generalisations are not
often possible based on the limited information gathered.
They are often subjective and researchers can find it difficult not to
become involved and thus influence the findings.

When developing a case study-based project researchers need to:

1. Choose an appropriate topic to investigate and a time period to
cover it.
2. Decide on the appropriate research techniques to use.
3. Plan and prepare the necessary materials for collecting and recording
data.
4. Carry out selected research techniques.
5. Collate the results collected.
6. Analyse the results.

Observation

Involves watching and recording what is seen.
Can reveal a lot about group dynamics not always possible with other
methods.
Participant observation involves the researcher taking part in the group
and observing from within. The researcher has full access to the group
and therefore gains more knowledge and greater disclosure from
members.
Researchers tend to be subjective and are often biased, and the
researchers presence and actions may influence the groups dynamics
if group members detect what the researcher is there for and do not
act naturally.
Observations are time consuming.
Non participant observation involves the researcher observing the
group without participating. Researcher more objective and finds it
easier to record what is seen.

When developing an observation-based project researchers need to:

1. Choose an appropriate site or group to observe and a time period to
cover it.
2. Decide what specifically to observe.
3. Design a data-recording sheet.
4. Conduct the observation.
5. Analyse the results.

Literature Review

Involve researching books, articles, seminar papers, websites or other
secondary sources that contain material about an issue. The
literature refers to any form of information that has already been
published in a particular topic area.
The aim of the literature review is to provide some background
information about the topic so that research discussion makes more
sense.
All research should begin by reviewing existing sources so that the
researcher can learn from the work of others and focus on what needs
to be researched.
All the materials accessed as part of the literature review must be
referenced and included in the projects bibliography.


HOMEWORK ACTIVITY

Using a table list the advantages and disadvantages of each methodology.