1. Qualitative Research Methods
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What is it?
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Answer: addresses the what, why &
how.
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Exploratory---1st step.
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Involves small samples—not
generalizable.
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Relies on interpretation of findings;
data are “touchy-feely.”
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Methods included focus groups,
intensive interviews, observations,
historical, legal, ethnography.

2. Quantitative Research Methods
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What is it?
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Answer: addresses the how many
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Descriptive or analytical
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Involves larger sample--
generalizable.
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Relies on objective analysis of
findings
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Methods include surveys,
experiments, content analysis

3. Quantitative Analysis

4. Research Methods
LOGO
10. Survey
Part 2. Social and Behavioral Sciences

5. Research Questions and Hypotheses
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Research questions are basically statements
that express the core exploratory interests of
the survey.
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A hypothesis is a tentative explanation of a
particular phenomenon or a supposition about
potential relationships that might exist between
two or more concepts.

6. Research Questions and Hypotheses
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Narrowing the research to specific questions
and/or hypotheses will help the researcher
design a survey that is
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concise
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to the point
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reaches proper audience

7. Survey Data Collection Methods
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Advantages Disadvantages
• Less costly than telephone or • Low response rate
personal interview • Low motivation to take
• Respondents have more time survey
Mail Survey to contemplate questions • Response bias (e.g., more
• Respondents might feel less educated might be more
inhibited since interviewer is likely to take survey)
not present • Delays in survey returns
• Good response rate • Technology-related
• Data are collected in time- difficulties in reaching
efficient manner respondents
Telephone
• Interviewer can probe • Length of questions must
Survey respondents be short
• Interviewer can urge • Does not allow use of
respondents to participate visuals

8. Survey Data Collection Methods
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Advantages Disadvantages
• Good response rate • High costs
• Interviewer can build • Consumes time
Personal
rapport with respondent • Response bias (e.g.,
Interview • Allows use of visuals and respondents might provide
audio socially desirable responses)
• Good response rate
Group- • Potential interaction
• Researcher available to
Administered answer questions from
between respondents
Survey • Potential high costs
respondents
• Can access large number of • Not all potential
respondents at one time respondents have Internet
• Low costs in data collection access or use the Internet
Online • Data can be automatically • Response bias (e.g., people
Survey entered into program for who are not computer savvy
analysis might not respond)
• Allows use of visuals and • Survey length must be
audio short

9. ONLINE METHODOLOGICAL OPPORTUNITIES
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The top three most used quantitative
methods in research articles:
•
Survey surveymonkey.com
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Content analysis
•
Experiment
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Other methods used:
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Case studies
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Focus groups

10. ONLINE METHODOLOGICAL OPPORTUNITIES
v
The top three most used quantitative
methods in research articles:
•
Survey surveymonkey.com
•
Content analysis
•
Experiment
v
Other methods used:
§
Case studies
§
Focus groups