Conducting Qualitative and Quantitative Research Flashcards
What are some criteria for evaluating a website’s validity as a source of information?
credibility and reliability of the information.
Who is the author? Can you tell by the domain (e.g., .com or .edu) or Web address?
Is the information reliable? What qualifications or expertise does the individual or group that created the site have?
Does the Web site provide a means of communicating with the author or Webmaster (e.g., email or postal address, telephone number, etc)?
Why is quantitative research called “secondary research”?
you do secondary research first to help you see the numbers of the health issue.
What’s the difference between qualitative and quantitative research for a health communication program?
Qualitative Convenience sample Primarily open-ended questions Understand, get a feel for, get a range Provides depth of understanding Asks “why?” Studies motivations Is subjective Enables discovery
Quantitative Random sample Primarily close-ended questions Measure precisely Measures level of occurrence Asks “how many and “how often? Counts actions Is objective Provides proof
Why do we do qualitative research?
to find out more about your intended audiences and to learn what the priorities and approach should be for trying to influence their awareness, knowledge, attitudes, intentions, or behaviors
find out their beliefs, feeling, emotions, etc
What kinds of questions does qualitative research answer?
Is subjective; probes individual reactions to discover underlying motivations
Why questions
What is formative research?
Research conducted during the development of your program to help you decide on and describe your target audience, understand the factors which influence their behavior, and determine the best ways to reach them. It looks at behaviors, attitudes and practices of target groups, involves exploring behavioral determinants, and uses a myriad of methods to collect data.
