Transcript Methods Choices

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
Epistemologies
• Positivism
– objective reality
– measurable, operational measures
– reductionist
• Interpretive /Post positivism
– different realities
– socially constructed
– understand phenomena via meanings people assign
Qualitative vs Quantitative
Quantitative
Gen’l Laws
Qualitative
Unique/Individual case
Test Hypotheses
Predict behavior
Understanding
Meanings/Intentions
Perspective
Outsider-Objective
Insider-Subjective
Procedures
Structured
formal measures
Unstructured
open ended measures
Purpose
probability samples
statistical analysis
judgement samples
interpretation of data
When to Use QL
• Emphasize individual outcomes, personalized
evaluation
• Understand program process or implementation
• Need depth on certain clients/cases
• Focus on unique, diversity
• Formative evaluations
• Case-specific quality assurance system, nuances of
program quality
More Reasons for QL
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Goal-free evaluation
Lack of proven QN instruments
Exploratory
Add depth, meaning to QN study
Break survey routine
Develop program theory
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
Case Study
In depth analysis of a single case within reallife context (or small number of cases)
- Detailed description of the case
- Multiple sources of data
- Triangulation
- Both qualitative & quantitative data
In-depth interviews
• Unstructured interviews
• Informal conversation
• Interview guide
• Structured open ended
• Truly open ended questions
• How satisfied are you with program
• How do you feel about the program
• Probing, neutrality, recognition, rapport,
sensitivity, maintain control
Participant Observation
• Range in observation from structured QN
observation to participant observation
• Trained observers
• Non-verbal behavior, setting, …
• Overt vs covert observation
Focus Group
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Small group interviews (7-12)
Homogeneous groups
Moderator skills important
Clear purpose/focus; topic guide
Often have multiple focus groups
Key advantages
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Socially oriented
Probing for depth
Low cost, speedy results
Efficiency of group interview
High face validity
Other QL “Methods”
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Ethnography
Action research
Field studies
Hermaneutics
Content analysis