Slides to accompany Weathington, Cunningham & Pittenger (2010),

Chapter 17: Qualitative and Mixed-Method Research

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Objectives

• Qualitative vs. quantitative research

• Theory and perspectives

• Mixing quantitative and qualitative approaches

• Data collection options

• Data analysis options

• Benefits and challenges of mixed-method research

• Where to turn for examples of qualitative and mixed-method research

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Qualitative vs. Quantitative

• Quantitative pertains to numerical forms of data

• Qualitative tends to include the “other” forms of data

• Quantitative research is focused on identifying presence and magnitude of effects

• Qualitative research emphasizes sense-making

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Quantitative and Qualitative

• Qualitative data can often provide new insights to questions that have only been studied quantitatively previously

• Mixed together (i.e., mixed-method), these two forms of research can be tremendously useful to social science researchers

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Qualitative Theories

• Inductivist approach implies that understanding can be induced from the data as they are collected

– Differs from the deductivist logic used in hypothesis-testing quantitative research

• Grounded Theory is a common inductive perspective

– Theory develops from the grounding provided by data as they are collected

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Mixing Methods• Quantitative and qualitative approaches may

be valuable at multiple stages of research process

• Mixed-method research can be seen as,

research in which a researcher or team of researchers combines elements of qualitative and quantitative research approaches (e.g., use of qualitative and quantitative viewpoints, data collection, analysis, inference techniques) for the broad purposes of breadth and depth of understanding and corroboration. (Johnson et al., 2007, p. 123)

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Mixing Methods

• There are many reasons and strategies for mixing qualitative and quantitative methods, including:

– Enhancement

– Triangulation

– Completeness

– Illustration

– Sampling7

Box 17.1: Qualitative or Mixed-Methods may be ideal if…•…you don’t totally know the question you want to answer, but you know where you might start looking.

•…your goal is to study a particular phenomenon in detail, within its natural context.

•…other researchers of this topic have relied on qualitative or mixed-methods (and you agree with this approach).

•…other researchers have relied on quantitative methods to study this issue (and you disagree and want to try something else).

•…it is feasible/practical for you to engage in qualitative inquiry (i.e., you have a fair amount of time and interest).

•…you feel you will learn more about the topic using these methods than quantitative techniques alone.

•…you feel sufficiently comfortable with qualitative or mixed-method research techniques to use them. 8

Qualitative Data Collection Techniques• Field notes

– Observation-focused

– Comprehensive

• Behavioral observation

• Interviews

• Surveys

• Case studies9

Qualitative Analysis Options• Often approached as both a science and

an art

• Data often viewed as representative of the participant’s reality

– Often through narrative illustration of individuals’ perceptions

• Unlike most quantitative analyses, qualitative ones often begin as soon as data are available (not waiting until end)

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Qualitative Analysis Options

• Many variations on themes, but two core approaches are:

– Content analysis

•see Table 17.2

– Thematic coding

•example in Table 17.3

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Benefits of Mixed-Methods

• Mixed methods may provide you with a more complete picture and understanding of the phenomenon you are studying

• Mixed methods can help you engage in theory testing and theory building simultaneously

• Mixed methods may help you understand biases or other sources of variability in your data

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Challenges with Mixed-Methods• Collecting both qualitative and

quantitative data may not be possible

• Integrating the information from both data forms may be very difficult

• Personal preference may hinder you

• Design of the study may create a barrier

• Pressure to finish/publish quickly

• Lack of skill with one method or the other

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Sources of Published Examples• Qualitative and mixed-method research is

increasingly appearing in peer-reviewed journals, especially in the following:

– Journal of Mixed Methods Research

– Qualitative Research

– Qualitative Inquiry

• If you are interested in doing this type of research you should carefully study examples of studies in these publications

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What is Next?

• **instructor to provide details

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