To understand and interpret social
PURPOSE
interactions
Study of the whole
Words, images, or objects
Qualitative data such as open-
ended responses, interviews,
participant observations, field
notes, reflections
Subjectivity is expected
Identify patterns, features, and
themes
To understand and interpret social
interactions
Smaller and not randomly selected
Researcher and their biases may be
known to participants in the study,
and participants characteristic may
be known to the researcher
Exploratory or bottom-up: the
researcher generates a new
hypothesis and theory from the
data collected
Dynamic, situational, social and,
personal
Multiple realities; subjective
Explore, discover and construct
Wide angle lens; examines the
breadth and depth of phenomena
Narrative report with contextual
description and direct quotation
from research participants
Study behavior in the natural
environment
To test hypothesis, look at cause
and effect, and make predictions
VARIABLES Specific variables studied
TYPE OF DATA COLLECTED Numbers and statistics
Quantitative data based on precise
FORM OF DATA measurements using structured and
COLLECTED validated data-gathering
instruments
OBJECTIVITY AND
Objectivity is critical
SUBJECTIVITY
TYPE OF DATA ANALYSIS Identify statistical relationships
To test hypothesis, look at cause
PURPOSE
and effect, and make predictions
GROUP STUDIED Specific variables studied
Researchers and their biases are
not known to the participants in the
study and participant
ROLE OF THE RESEARCHER
characteristics are deliberately
hidden from the researcher (double
blind study)
Confirmatory or top-bottom: the
SCIENTIFIC METHOD researcher tests the hypothesis or
theory with the data
VIEW OF HUMAN
Regular and predictable
BEHAVIOR
NATURE OF REALITY Single reality; objective
MOST COMMON RESEARCH
Describe, explain, and predict
OBJECTIVES
Narrow-angle lens; tests specific
FOCUS
hypothesis
Statistical reports with
correlations, comparisons of
FINAL REPORT
means, and statistical significance
of findings
Study behaviors under controlled
NATURE OF OBSERVATION
conditions; isolate causal effects