The qualitative approach, on the other hand, is more contextual data, in that it is presented in descriptive (written, verbal or visual) formats and open to interpretation using thematic analysis.
Sociologists
that adopt a positivist methodology are more likely to use methods that
generate quantitative data, as they are looking to establish trends and
patterns of behaviour displayed by people in society.
Interpretivists on the other hand, are more likely to use methods that apply qualitative data as the best fit for the purposes of their research. They look for the meanings and motivations behind the behaviour of groups and this is more likely to be expressed in words and through images and symbols as it is relatively time-consuming to collect and analyze data quantitatively. Also, as the methods for collecting qualitative data are smaller in scale due to the nature of individual responses being different, they focus more on the experiences and perspectives of smaller groups and individuals rather than being able to generalize to a population.
Furthermore, quantitative methods tend to be more structured in nature and often the researcher is detached from the research subjects to allow for an objective viewpoint. Approaches used in natural sciences such as experiments, (both liable controlled and field experiments) usually produce quantitative data. In these experiments, the independent variables are usually subjected to statistical tests to assess the probability of the results being achieved by chance. Questionnaires are another method to produce quantitative data if the questions have been pre-coded and have a finite number of responses or closed questions. Responses can easily be analyzed and trends with patterns organized into charts tables and graphs. The same is true of opinion polls and other surveys that can assess an individual’s intended behaviour or past behaviours and these can be collated and represented through percentages in charts and diagrams. Non-participant observations do not exclusively produce quantitative data, but they can be used in a structured manner to observe the frequency of behaviour over a period of time, which produces quantitative data.
Qualitative methods may be
analyzed through
participant observations (whether covert or overt) or non-participant
observations (where people’s actions, opinions, motivations, and insights are
recorded, transcribed, and analyzed).
Another method is case studies, which are usually a mix of data sources, but also take the form of in-depth research into individuals or groups that are viewed as an anomaly. It does not fit into the normal behaviour patterns and the finding of these case studies are often presented in a qualitative format. Lastly, ethnographic approaches utilise qualitative data photographs, videos, blogs as well as methods such as unstructured interviews and journals, diaries and other forms of media such as TV, websites, films, articles and documentaries to produce qualitative data that researchers may use.
Which method is better
applied, depends upon one’s theoretical perspective as both methods serve
different research purposes. Structural theories prefer quantitative data as it
enables analysis of society from a macro perspective. while social action
theory prefers qualitative data as it offers them an insight into the
experiences of those they are studying.
Perhaps, the most comprehensive way to research society,
is to combine both methods, thus increasing the validity of the data by using
qualitative methods and the reliability by employing a quantitative approach.
Masterly is a London-based research
and development network, which connects research institutions and businesses to
modellers from all over the world.
Tagged With: Data Science, Biostatistics, Economics, Behavioral Sciences
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