Qualitative research explores attitudes, behaviors and experiences through such methods as interviews or focus groups. It attempts to get an in-depth opinion from participants. As it is attitudes, behavior and experiences which are important, fewer people take part in the research, but the contact with these people tends to last a lot longer. Under the umbrella of qualitative research there are many different methodologies.

QUALITATIVE RESEARCH

is based on

non-numerical datanon-numerical data

descriptiondescription approachesapproaches techniques techniques

• subjective • concerned with understanding human behaviors• researcher is part of the process: the “insider” perspective•context-dependent•Strives for uniqueness•sample size is not a concern •focuses on a dynamic reality, not universal claims.

Case studies

Introspection research

Classroom research

Action research

• observations• field notes• diaries• interviews* • questionnaires*

Quantitative research generates statistics through the use of large-scale survey research, using methods such as questionnaires or structured interviews. If a market researcher has stopped you on the streets, or you have filled in a questionnaire which has arrived through the post, this falls under the umbrella of quantitative research. This type of research reaches many more people, but the contact with those people is much quicker than it is in qualitative research.

QUANTITATIVE RESEARCH

is based on

numerical datanumerical data

descriptiondescription approachesapproaches techniques techniques

• objective • seeks facts or causes of social phenomena without regard of the individual.• researcher is separate from the process: the “outsider” perspective• context-free• strives for generalization• sample size is important • focuses on a static reality in hopes of developing universal laws.

Descriptive

Exploratory

Quasi-experimental

True-experimental

• statistics • comparisons• scales •interviews* • questionnaires*

Observing the progress of their children in learning to speak is a

popular pastime for many parents.

Parents who are also linguists have often published their observations

in the professional literature.

Typically, these publications have appeared as case studies based on regular observation and recording of a child’s verbal behavior in learning a first or second language.

Saying “NO”: Negation in English

PHASES LANGUAGE EXAMPLES

COMMENTS

Hellen Keller

“Life is either a daring adventure, or nothing”

TIME ORDER

/SAMPLE

FIRST SECOND THIRD FOURTH FIFTH SIXTH TOTALS

A

B

C

D

E

F

Ranking