1. QUALITATIVE & QUANTITATIVE RESEARCH Editor: Stephen Murray1

2. OVERALL FRAMEWORK 2

3. KEEP IN MIND THAT …
Qualitative research generally deals in words, images and the subjective
Quantitative research generally deals in numbers, logic and the objective
Quantitative research focuses on the left brain - objective, comfortable with logic, numbers, and unchanging static data and detailed, convergent reasoning rather than divergent reasoning. Qualitative research deals with the right brain - the hemisphere accountable for processing data as words, emotions, feelings, emotions, colour, and music. 3

4. 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 4

5. QUALITATIVE RESEARCH POPULARITY COMES FROM: *ECONOMICAL *FLEXIBLE
*OPENS A DOOR TO “WHY, HOW”
*RICHNESS OF DATA
*BEST TO START WITH... 5

6. QUALITATIVE RESEARCH FOCUS GROUPS
Characteristics:
6-12 people
Lead by a trained moderator
in-depth discussion on 1 particular topic or concept
Relaxed, informal atmosphere
1-3 hour duration
Goal:
Learn and understand what people say and why?
Agenda
Definition
When to use?
Types
FOCUS GROUPS
IN DEPTH INTERVIEW
PROJECTIVE TECH.
Pros&Cons 6

7. QUALITATIVE RESEARCH FOCUS GROUPS7

8. QUALITATIVE RESEARCH DESIGN
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
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)

9. 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)
Developmental Research:  
Conducted to research on the development of individuals / group / institution / community  
TWO TYPES: Cross-sectional and Longitudinal
Historical Research:
Used to gain information on an event, development and/or previous educational experience
Process may involve studying previous situation, checking on current situation, and to predict if the same situation will occur again
Conclusion on previous event is done based on collected facts and evidences to answer why and how the event and repercussions occurred
Useful to solve questions that involve sensitive issues
Important for systematically & objectively collecting and defining facts and evidences

10. Procedure for Historical Research: Define the problem
Specify source of evidence
Collect evidence / reference materials
Primary source / original (observation or witnesses of events or authentic objects – e.g. artifacts, speech text, records etc.)
Secondary source (materials or information collected from primary sources – e.g. paintings, films, news reports, documents
Critique of evidences
External critique: confirming if collected sources are genuine and reliable (authenticity of paintings, signatures, chemical analysis etc.)
Internal critique: conducted after authenticity of source of information is confirmed – involves evaluation of collected evidences– is it important? Required?  
Able to explain the researched phenomenon?
Prepare the report
Ethnographic Research:
In-depth study of natural behaviours in a culture or social group
Purpose – to understand relationships between behaviour and culture
Example: In education – to understand schooling process (e.g., immigrant children) Involves widespread observations (participant & nonparticipant)

11. QUALITATIVE RESEARCH IN-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 11

12. 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 12

13. QUALITATIVE RESEARCH PROJECTIVE TECHNIQUE
Definition:*
These are unstructured prompts or stimulus that encourage the respondent to project their underlying motivations, beliefs, attitudes, or feelings onto an ambiguous situation
They are all indirect techniques that attempt to disguise the purpose of the research
Agenda
Definition
When to use?
Types
FOCUS GROUPS
IN DEPTH INTERVIEW
PROJECTIVE TECH.
Pros&Cons
*Source: 13

14. QUALITATIVE RESEARCH PROJECTIVE TECHNIQUES
Word Association
Sentence Completion Tests
Cartoon Tests
Role Playing
Third-Person Techniques
Picture Interpretation /Story Telling 14

15. QUALITATIVE RESEARCH PROJECTIVE TECHNIQUES
Types:
Word Association
Customers are required to show response to the concept they are told within 2-3 sec. 15

16. QUALITATIVE RESEARCH PROJECTIVE TECH.
3. Cartoon Tests 16

17. QUALITATIVE RESEARCH PROJECTIVE TECH.
5. Third Person
Way of learning respondents feelings or opinions by asking them to answer for a third party :
“your neighbour”
“most people”
“typical person” 17

18. QUALITATIVE RESEARCH PROJECTIVE TECH.
6.Picture Interpretation
A technique whereby respondents are shown a picture and are asked to tell a story describing it 18

19. QUANTITATIVE RESEARCH SURVEY
SURVEY METHOD:
STRUCTURED QUESTIONNAIRE
GIVEN TO A SAMPLE OF A POPULATION
DESIGNED TO GAIN SPECIFIC INFORMATION 19

20. QUANTITATIVE RESEARCH - SURVEY
Survey Methods
Telephone
Personal
Mail
Electronic
In-Home
By appointment
Random Personal Interviewing
Internet
Traditional Telephone
Computer-Assisted Telephone Interviewing
Mail Interview
Mail Panel 20

21. 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.* 21

22. 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 Questions
Open-ended,semi-structured, unstructured, probing
Mostly structured 22

23. SUMMARY
Qualitative methods focus on generating exploratory initial/progressive insights into questions and problems
Depth probing of hidden attitudes, feelings or behaviour
Focus Groups
In depth Interviews
Projective Techniques 23

24. SUMMARY
Quantitative Research is interested in using formalised, standard structured questioning, whereby response options are pre-determined
Usually to be administered to significantly large numbers of people.
Descriptive Causal
(Surveys) (Experimentation) 24

25. OVERALL FRAMEWORK
Source: 25