Qualitative and quantitative research
Two complementary ways of doing research: qualitative seeks to understand why and how; quantitative, to measure how much and how often.
What problem it addresses
It helps you choose the method according to the question, and not use one for what only the other can answer.
An example
Imagine that many people abandon an application form.
The numbers point to the problem; the conversations explain its cause.
Why it happens
Quantitative research answers how much? how many? how often?
Qualitative research answers why? how? what does it mean?
Together they give a fuller, more reliable picture.
Applications in design
Use it like this
Use data to know where to look and conversations to understand what is going on there.
Avoid
Using five interviews to estimate how many people think something: that’s not what they’re for.
Don’t fall for it
Before choosing the method, write down the question you want to answer.
How much? + Why?
What the research says
Mixed methods combine quantitative and qualitative data in a single study so each offsets the other’s limitations (Creswell and Plano Clark, 2007).
Solid evidence. The example is illustrative. Combining methods also helps detect when the data and the conversations contradict each other.
Connections
Authors and works
- 2007
John Creswell and Vicki Plano Clark
Systematized how to combine both kinds of research.
- 1989
Jennifer Greene, Valerie Caracelli and Wendy Graham
Proposed an early framework of the purposes for combining qualitative and quantitative methods, such as cross-checking or complementing results.
Sources
Original sources
- Greene, J. C., Caracelli, V. J., & Graham, W. F. (1989). Toward a conceptual framework for mixed-method evaluation designs. Educational Evaluation and Policy Analysis, 11(3), 255–274. View source: Greene, J. C., Caracelli, V. J., & Graham, W. F. (1989)
Secondary sources
- Creswell, J. W., & Plano Clark, V. L. (2007). Designing and conducting mixed methods research. Sage.
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