Research Methods

Qualitative Versus Quantitative

Qualitative

Qualitative research deals with language and descriptions of the lived experience of humans (MQHRG, 2020). While focusing on human behaviour, it attempts to answer how and why people behave the way that they do. The following research methods are associated with Qualitative research:

• Interviews
• Focus groups and group interviews
• Cultural mapping
• Mixed Methods

Quantitative

Quantitative research looks at numerical data or numbers to explain a wide variety of phenomena (MQHRG, 2020). The data collected is then analyzed using statistical or mathematical methods. The following research methods are associated with Quantitative research:

• Observation / Participation observation
• Surveys
• Experiments
• Secondary Data Analysis / Archival Study
• Mixed Methods

Research Design Versus Research Methods

Research designs and research methods are interrelated, and both are needed to successfully answer your research question. A research design lays a foundational plan for your research and a research method is customized to your study in order to facilitate your plan.

Research Methods

Depending on the goal of your research, you will select one of the following research methods.

Interviews:

A discussion with human subjects administered through face-to-face, online, or telephone conversations. By sticking to predetermined questions, interviews are formalized; however, informal interviews encourage the interviewee to speak more freely about the topic at hand (Morgan, 2014). Finally a semi-structured interview includes some structured questions, but the interviewee is asked to speak freely.

Focus Groups:

Three to ten participants engage in a moderated, group discussion aimed to identify perceptions about a specific research topic. Moderators of focus groups encourage communal conversation between participants, which can stimulate further discussion that might not arise in a solo interview setting.

Cultural Mapping:

Cultural maps combine the tools of modern cartography with participatory methods of storytelling to represent the subjective knowledge and memories of local communities. Participants map their lived experience of a particular topic, which effectively represents a culturally informed understanding of the research landscape.

Observation / Participant Observation:

Studies involving the observation of people, whereby researchers note what the participants do and say (Morgan, 2014). There are two main types: Participant observation and non-participant observation. Participant observation involves the researcher actively participating in the research with the other group members. Whereas, the researcher is not a part of the group within non-participant observation studies. Instead, the researcher chooses to focus their attention solely on what happened, what was said, and what did not occur.

Surveys:

Collecting interviews from a large sample of individuals using online, in-print, or verbal questionnaires (Morgan, 2014). A number of questions are included in surveys, and answers may include multiple choice, rating scales, open ended and subjective fill in the blanks, as well as, ranking.

Experiments:

Involves the manipulation of one variable to determine if it affects another (Morgan, 2014). Depending on your discipline, there are many types of experiments. Below are two common types:

Lab Experiments: Conducted within a select setting, such as a laboratory or office space, where the researcher has more control over the variables being manipulated and studied.

Field Experiments: Conducted outside of a controlled environment in a real life setting.

Secondary Data Analysis / Archival Study:

Using data that has been previously collected by another researcher to conduct your own research in an efficient and cost effective way.

Mixed Methods:

A combination qualitative and quantitative research methods, such as the ones listed above (Morgan, 2014).  For example, using a quantitative method, such as a survey, followed by a focus group, which is a qualitative research method.

References

McGill Quantitative Health Research Group, MQHRG. (2020). Qualitative or Quantitative Research. https://www.mcgill.ca/mqhrg/resources/what-difference-between-qualitative-and-quantitative-research

Morgan, D.L. (2014). Chapter 3: Research Design and Research Methods. Sage Research Methods.  https://us.sagepub.com/sites/default/files/upm-binaries/57848_