Research Methods Flashcards
Quantitative Methodology
Data that can be measured, counted or quantified, resulting in a statistical report.
Sample of respondents who represent the particular population of interest.
Quantifies the findings in numerical data, tables, graphs and diagrams to identify trends.
Qualitative Methodology
An in-depth understanding of an issue by way of open-ended questioning, non-statistical research techniques, or value-based observations.
Small sample of respondents in an interactive experience, resulting in a narrative report with conceptual descriptions and direct quotes.
Case Study
A qualitative research method.
Involves the in-depth study of a cultural group combining two or more research methods to gather data.
Advantages and Disadvantages of Case Studies
Advantages:
- Varied sources of info
- Powerful means to convey a situation
- Depicts experiences
- Provides depth and multiple perspectives
Disadvantages:
- Single or multiple cases?
- Deciding on boundaries of times and events
- Limited in breadth but need enough info for depth
- Generalises
Focus Group
A qualitative research method.
Entails the collection of data from an in-depth planned discussion of a defined topic held by a small group of people brought together by a moderator.
Advantages and Disadvantages of Focus Groups
Advantages:
- Useful at any stage
- Open-ended questions
- Can be part of a series
- In-depth info
- Variety of perspectives
Disadvantages:
- Group dynamics can prevent verbalising views
- Integrating individual views can be difficult
- Difficult to organise
- Represents a small number of people
Observation
A qualitative OR quantitative research method.
A passive researcher watches and records behaviours within a clearly defined area.
As a quantitative method, it often involves counts. As a qualitative method, the researcher draws meaning from what is being observed.
Advantages and Disadvantages of Observation
Advantages:
- Achievable & accessible
- Appropriate for less assertive or confident people
Disadvantages:
- Observer only records what is relevant to them
- Researcher ‘removed’ from situation
- Time-consuming for few results
Personal Reflection
A qualitative research method.
The use of, and evaluation of, personal experiences and values to demonstrate analysis and interpretation of data in the context of the research focus.
Advantages and Disadvantages of Personal Reflection
Advantages:
- Greater knowledge of the self and personal identity
- Awareness of contributing factors to views/attitudes
- Acknowledgement & understanding of significant events
Disadvantages:
- Irrelevant information
- Bias
- Too broad in scope
Content Analysis
A qualitative OR quantitative research method.
In quantitative research, the data can be counted in this way to be quantified. In qualitative research, words and images from artefacts and media can be analysed for themes.
Advantages and Disadvantages of Content Analysis
Advantages:
- Representative sample of all content
- Can provide valuable insight
Disadvantages:
- Content overload
- Time consuming
- Too many variables
- Deciding what to analyse
- Disregards context
Interview
A qualitative research method.
One-to one-situation between a person and the researcher where specific questions are asked to elicit information in a structured, semi-structured or unstructured manner.
Advantages and Disadvantages of Interviews
Advantages:
- Insight into thoughts
- Use of expert opinion
- Different types
- Excellent qualitative information
Disadvantages:
- Interviewee reluctance to discuss some topics
- Recording details and quotes - potential to misinterpret
Participant Observation
A qualitative research method.
Where the researcher is immersed in the action of being observed and their role as researcher is not obvious.
