• Surveys
• Focus Groups
• In-depth interviews
• Use of primary and secondary sources
• Participant and non-participant observation
Quantitative and Qualitative Research
The selection of which research approach is appropriate in a given study should be based upon the problem of interest, resources available, the skills and training of the researcher, and the audience for the research. Although some research may incorporate both quantitative and qualitative methodologies, in their ‘pure’ form there are significant differences in the assumptions underlying these approaches, as well as in the data collection and analysis procedures used.
Quantitative Methods. [Quantitative research methods are characterised by the collection of information which can be analysed numerically, the results of which are typically presented using statistics, tables and graphs]
There are 3 general types: 1) Experiments 2) Quasi – Experiments 3) Surveys
Assumptions Underlying Quantitative Methods
• reality is objective, “out there,” and independent of the researcher -- therefore reality is something that can be studied objectively;
• the researcher should remain distant and independent of what is being researched;
• the values of the researcher do not interfere with, or become part of, the research -- research is value-free;
• research is based primarily on deductive forms of logic and theories and hypotheses are tested in a cause-effect order; and
• the goal is to develop generalizations that contribute to theory that enable the researcher to predict, explain, and understand some phenomenon.
Advantages of Quantitative Research
• Quantitative research allows the researcher to measure and analyze data. The relationship between an independent and dependent variable is studied in detail. This is advantageous because the researcher is more objective about the findings of the research.
• Quantitative research can be used to test hypotheses in
References: Less Structured, In-Depth Interviews Emphasise Validity - How close answers get to the respondents ' real views (Langley, 1987, p. 24).