1. 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

2. Epistemologies Positivism Interpretive /Post positivism
objective reality
measurable, operational measures
reductionist
Interpretive /Post positivism
different realities
socially constructed
understand phenomena via meanings people assign

3. Qualitative vs Quantitative
Gen’l Laws
Test Hypotheses
Predict behavior
Outsider-Objective
Structured
formal measures
probability samples
statistical analysis
Qualitative
Unique/Individual case
Understanding
Meanings/Intentions
Insider-Subjective
Unstructured
open ended measures
judgement samples
interpretation of data
Purpose
Perspective
Procedures

4. 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

5. More Reasons for QL Goal-free evaluation Lack of proven QN instruments
Exploratory
Add depth, meaning to QN study
Break survey routine
Develop program theory

6. Qualitative vs Quantitative Approaches
Focus Group
In-Depth Interview
Case Study
Participant observation
Secondary data analysis
Quantitative
Surveys
Experiments
Structured observation

7. Case Study
In depth analysis of a single case within real-life context (or small number of cases)
- Detailed description of the case
Multiple sources of data
Triangulation
Both qualitative & quantitative data

8. In-depth interviews Unstructured interviews Truly open ended questions
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

9. Participant Observation
Range in observation from structured QN observation to participant observation
Trained observers
Non-verbal behavior, setting, …
Overt vs covert observation

10. Focus Group Small group interviews (7-12) Homogeneous groups
Moderator skills important
Clear purpose/focus; topic guide
Often have multiple focus groups

11. Key advantages Socially oriented Probing for depth
Low cost, speedy results
Efficiency of group interview
High face validity

12. Other QL “Methods” Ethnography Action research Field studies
Hermaneutics
Content analysis