This detailed presentation includes different research methods involved in social sciences. It gives a wonderful account of the difference between qualitative and quantitative methods.

1. Presented by,
Sameena M.S
UGC Junior Research Fellow,
Dept. of Sociology
Sree Sankaracharya University of Sanskrit,
Kalady, Kerala, India

2.  Research- “systematic investigation into and study of
materials and sources to establish facts and reach valid
conclusions”
 This systematic investigation progresses through a method
or logic of enquiry

3.  Method that has been adopted
 Competency of method
 In what way it has contributed to theoretical
understanding
 Therefore, success of any research is greatly
influenced by the methods adopted

4.  Methods- “tools of data generation and analysis”
 Chosen on the basis of criteria dictated by the
major elements of the methodology in which they
are embedded
 Methodology- “the science of methods”
 Contains standards and principles employed to
guide the choice, structure, process and use of
methods as directed by the underlying paradigm

5.  “Methods refer to particular procedures and tools
of research (e.g. interview) whilst methodology is
about theory of how research is carried out or the
broad principles of how to conduct research and
how theory is applied (e.g. Survey research
methodology or experimental methodology)”
-Harding

6.  1830s- modern social science began
 Applied scientific method to study human thought and
behaviour
 By 1930s- social sciences divided
 Formed separate departments in Universities
 Divisions on the basis of research methods
 Later there was a shift away from seeing scientific
method (quantitative) as the only valid way of gaining
data – but also a realization that both methods are
needed

7.  “consist of the process of seeking answers to questions about
the social world”
 To answer these questions, social scientists employ wide range
of methods
Quantitative
Social research methods
Qualitative

8.  “The term quantitative method refers in large part to the adoption
of natural science experiment as the model for scientific
research , its key features being quantitative measurement of the
phenomena studied and systematic control of the theoretical
variables influencing those phenomena”
-Hammersely

9.  Positivistic
 Collect data using standardized approaches on
a range of variables
 Test given theory by confirming or denying
precise hypothesis
 Conceptualizes reality in terms of variables and
relationships between them

10.  It rests on measurement
 Prestructures data, research questions,
conceptual framework, design etc.
 Larger sample and generalization through
sample
 Well developed n codified methods for data
analysis
 Common quantitative methods- surveys and
experiments

11.  most commonly used
 Based on using statistical sampling methods
 Takes representative sample from a given
population, apply standardized and structured
instrument
 Enables descriptive and explanatory
generalization.

12.  Used to study the causal relationships between
variables
 Studying the effect of an independent variable on
a dependent variable by keeping the other
independent variable constant through some type
of control

13.  Produces data which is clear, powerful and easily verifiable
 Conclusions reached are scientific, objective, reliable and
valid
 Generalization possible
 Clear data analysis strategy
 Easily replicable

14.  Do not pay attention to social meanings
 No place for participants
 Very artificial
 Closed method, strictly planned
 Instrument chosen before the study begins and no
option for correction or adjustment
 Can’t be so precise, people change
 Social situation is too complex for numerical
description

15.  “Methods that are associated with a variety of theoretical
perspectives and uses a range of tools which focus on the
meanings and interpretation of social phenomena & social
processes in the particular contexts in which they occur”
-SAGE Dictionary of Social Research Methods

16.  “Interpretative”, Tries to explore subjective
meaning through which people interpret the world
 Deals with cases and researcher gets closer to
what is being studied
 Aims at in-depth holistic understanding
 Less formalized methods
 Greater flexibility
 Sampling- theoretical not probabilistic

17.  Open ended to explore interpretations
 Allow collection of detailed information
 Commonly used qualitative methods-
interviewing, ethnography, observations, focus
groups, case studies and content analysis

18.  “a two way systematic conversation between an
investigator and an informant, initiated for obtaining
information relevant to particular study”
 Involves conversation, learning from respondent’s
gestures, facial expressions and pauses and his
environment

19.  A method of enquiry through observation of institutions,
cultures and customs
 Helps the researcher to understand systematically about
the world people see and to develop theories about the
social world, irrespective of his preconception

20.  “systematic viewing of a specific phenomenon in
its proper setting, for the specific purpose of
gathering data for a particular study”
 Includes seeing, hearing and perceiving

21.  Held with a group of participants to stimulate
discussion among people and bring to the surface
responses that otherwise might lay dormant.

22.  “an in-depth comprehensive study of a person, a social
group, an episode, a process, a situation, a programme, a
community, an institution or any other social unit”
 Most common qualitative method

23.  A method for making inference by objectively and
systematically identifying specified characteristics of
contents of documents
 Gathers data from archival records, documents,
newspapers, diaries, letters etc.

24.  Presenting a more realistic view of the world
 Stressing interpretations and meanings
 Achieving a deeper understanding of the
respondent’s world
 Humanizing research process by raising the role
of the researched
 Researching people in natural settings
 Allowing higher flexibility

25.  Problem of reliability caused by extreme
subjectivity
 Risk of collecting meaningless & useless
information
 Very time consuming
 Problem of representativeness & generalisability of
findings
 Problem of objectivity & detachment
 Problem of ethics (entering the personal sphere of
subjects)

26.  “there’s no such thing as qualitative data. Everything is
either 1 or 0”
-Fred Kerlinger
 “all research ultimately has a qualitative grounding”
-D.T Campbell

27. Comparison
dimension
Qualitative method Quantitative method
Objective To understand
underlying reasons
Quantify data &
generalize results
perspective interpretative positivistic
sample Small no, non-
representative cases
Large no,
representing the
population
Type of research exploratory descriptive
Data collection Unstructured/semi
structured
structured
administration Requires interviewer
with special skills
Fewer special skills
required
analysis Subjective, Statistical,

28. Ability to replicate Low high
Hardware Tape recorders,
projection
devices, videos..
Questionnaires,
computers, printouts..
Data Involves words Involves numbers
Role of the
researcher
Objective
observer
Subjectively immersed
in the subject matter
generalization inductive Deductive, time and
context specific
Flexibility of design Flexible, can be
changed
Not flexible,
Standardized and
fixed design
theory Builds theory Tests theory

29.  Combing qualitative and quantitative methods
 To capitalize strengths, to compensate
weaknesses

30.  Success of any research is greatly influenced by
the method adopted
 Qualitative and quantitative methods present only
a choice of alternative methods according to the
appropriateness of research problem
 Sound mix of both is always advisable
 “whether we use words or number, we might as
well use them right”
-Lewis Beck

31.  Adler, E, S and Clark, R (2006) Invitation to Social Research, New Delhi: Cengage Learning
 Bernard, Ressell H (2000) Social Research Methods: Qualitative And Quantitative Approaches,
New Delhi: SAGE.
 Chadwik, B, A. Bahr, H, M and Albrecht, S, L (1984) Social Science Research Methods, N.J:
Prentice Hall.
 Churton, Mel (2000) Theory and Method, London: Mc Millan.
 David, Mathew and Sutton, Carole (2011) Social Research: An Introduction; II edtn, New Delhi:
SAGE.
 Devi, Laxmi (1997) Encyclopedia of Social Research, New Delhi: SAGE.
 Henn, Matt. Weinstein, Mark and Nick, Foard (2006) A Short Introduction To Social Research,
New Delhi: Vistaar publication.
 Japp, Victor (2006) The Sage Dictionary Of Social Research Methods, New Delhi: SAGE.
 Kuper, Adam (2006) The Social Science Encyclopedia (II edtn), New York: Routledge.
 Lewis-Beck, M., Bryman, A., Liao,T,F (2004) The SAGE Encyclopedia Of Social Science
Research Methods, New Delhi: SAGE.
 Mason, Jennifer and Dale, Angela (2011) Understanding Social Research: Thinking Creatively
About Method, New Delhi: SAGE.
 Mukherji, Partha Nath (2000) Methodology in Social Science Research: Dilemmas And
Perspectives, New Delhi: SAGE.

32.  Porta, D and Keating, M (2008) Approaches To And Methodologies In The Social
Sciences: A Pluralist Perspective, U.K: Cambridge University Press.
 Punch, K, F (2008) Introduction To Social Research Qualitative And Quantitative
Approaches, New Delhi: SAGE.
 Singleton, R, A. Bruce, J, R and straits, C (2005) Approaches to Social Research (IV
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 Sotirios, Sarantakos (1998) Social Research; II edtn, London: Mc Millan.
 Tashakkori, Abbas and Teddie, Charles (1998) Mixed Methodology: Combining
Qualitative And Quantitative Approaches, New Delhi: SAGE.
 Williams, Malcome (2003) Making Sense of Social Research, New Delhi: SAGE.
 Young, Pauline, V (1996) Scientific Social Surveys and Research, New Delhi:
Prentice Hall of India.
 URL Sources:
 http://www.snapsurveys.com/techadvqualquant.shtml
 http://writing.colostate.edu/guides/research/f.cfm
 http://www.gifted.uconn.edu/siegle/research/qualitative/qualquan.htm
 http://www.kelcom.igs.net/nhodgins/quant_qual.html
 http://www.ling.lancs.ac.uk/corpus3/qual.htm