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Qualitative vs. Quantitative Quantitative Qualitative Role of theory in Deductive, testing Inductive, research of theory generating theory Ontological Objectivism Constructionism orientation Epistemological Natural science Interpretivism orientation model
•CreativityThe Four Cs ofResearch •ComplexityDesign •Compromise •ChoiceBorja De Mozota, Brigitte. 2003. Design Management: Using Design to Build Value. New York: All Worth Press.
What do quant researchers worry about? I really spend a lot of I want to know what 8me wondering how I want to make sure causes something else. to measure things. others can repeat my I wonder how small pa9erns ﬁndings. generalize to big pa9erns.
In short, quant researchers…• Use numbers to summarize their ﬁndings• Aspire to measure concepts accurately• Attempt to predict the likelihood of any social phenomena• Look for correlations between “variables”• Connect what they count to theory
What’s wrong with quant research? Yeah and they treat people like they’re test tubes or something. It’s the way they do things… it makes it hard for people to Well their research is just so see their research as sta8c. Real life actually They always seem to measure relevant to them. changes. ar8ﬁcial things and say they’re really precise.
What do qual researchers worry about? I want to describe the I want to see the world context in a lot of I really want my through the eyes of my detail. I want to show how social research approach to respondents. change occurs. I’m be ﬂexible and able to interested in how things change. come to be.
In short, qual researchers…• Use quotes, stories and pictures to summarize their ﬁndings• Aspire to have their participants’ voices heard• Seek “verstehen,” or deep understanding of a phenomenon• Look for patterns and themes• Connect what they see and hear to theory
Types of Qualitative ResearchMethods• Observational ﬁeld research (ethnography; in situ; participant observation)• Interviewing (one-on-one; dyad; group or focus groups)• Unobtrusive • Discourse analysis • Hermeneutics • Content analysis • Semiotics • Conversation analysis
What’s wrong with qual research? Well good luck trying to re‐create those results! That’s because they oKen don’t tell you how they did You just can’t generalize it. what that did. How am I supposed to know how many people It’s just so subjec8ve. have the same experiences?
About Copernicus‣ Our story: Copernicus proved the Earth revolved around the Sun - We prove brands revolve around the consumer‣ Our mission: helping you understand a changing social world‣ Founded in 2009‣ 4 core researchers, network of 12 more‣ Highly trained sociologists and anthropologists‣ Expertise in: - medical sociology - sociology of new technologies - economic sociology (money; ﬁnances) - sociology of gender and families - cultural anthropology/ethnographic methods