This document discusses qualitative and quantitative research methods in social science research. It provides an overview of the research process and describes key differences between qualitative and quantitative approaches. Specifically, it outlines several qualitative methods like ethnographic research, focus groups, interviews, case studies and content analysis. It also discusses quantitative methods such as descriptive research, experimental and correlational research designs. Statistical tests for different types of data are also reviewed. The document aims to inform researchers on appropriate method selection based on their objectives and the nature of the data.

1. Qualitative and Quantitative
Research Methods in Social
Science Research
By
Prof . C.P.PRAKASAM
FORMER PROFESSOR, INTERNATIONAL
INSTITUTE FOR POPULATION SCIENCES,
MUMBAI
prakasamcp60@gmail.com
4/6/2021
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2. Research Process:
 Selection of Research Topic
 Defining Objectives, Hypothesis
 Collection of data—Primary or
secondary or mixed methods by
Qualitative or Quantitative approach.
 Analysis and interpretation
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3. Qualitative Research
 Qualitative Research is defined as a
method to collect data via open-
ended and conversational
discussions.
 This method is not only about
“what” people think but also “why”
they think so.
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4. Qualitative research methods
1. Ethnographic research
2. Focus groups,
3. One-on-one
4. Online interview,
5. Content analysis and
6. Case study research.
 Usually, participants are not taken out of their
ecosystem for qualitative data collection to gather
information in real-time which helps in building trust
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Qualitative Research Methods
Focus Groups Depth Interviews
Direct
(Nondisguised)
Association
Techniques
Completion
Techniques
Construction
Techniques
Expressive
Techniques
Projective
Techniques
Indirect
(Disguised)
Qualitative Research
Procedures

6. Ethnographic research
 Ethnography is a qualitative design
in which the researcher describes
and interprets the shared and
learned patterns of values,
behaviors, beliefs and language of a
cultural-sharing group, most often
through participant observation
method.
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7. Procedures for conducting
Ethnography
 Identify and locate a culture-sharing
group to study.
 Identify a gatekeeper or key informants
who will give information about the
group.
 Conduct one –to-group and one-to-one
interviews or focus group discussion or
use projective technique such as story
telling/visual charts, diagrams, picture
and capture the information
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8. 2. Focus groups
 FGs are group interviews or
discussions , guided by a moderator or
a facilitator.
 Groups are “organised to explore a
specific set of issues (Ex: Acceptance
of FP methods) relating to people’s
views and experiences”
 Focus comes from collective activity
on a theme
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9. Why use FGs?
 Gather information from people in
an informal, non-confrontational
setting.
 The group allows for interaction
amongst people.
 They allow researchers to determine
if their questions illicit the desired
response.
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10. FGD: When and How to conduct
 To collect qualitative data and to
interpret the group’s dynamics,
Interaction; Way of understanding; and
the local Language (words used).
 6-12 people from similar backgrounds.
 Discussing a topic in an informal but
moderated environment for 1-3 hours.
 Facilitator or moderator.
 Prepare lead questions to be asked on
the topic to generate discussion. Use
notes, record the discussion
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11. FG Uses
1. Learning how respondents talk about the
topic of interest;
2. Generating research hypotheses for further
testing;
3. Stimulating new ideas;
4. Diagnosing potential problems for a new
policy programme;
5. Obtaining general background information;
6. Interpreting previously obtained qualitative
results.
(Stewart & Shamdasani, 1990).
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12. 3.One-on-one 4.Online interview
 It is a personal interview that is
carried out with one respondent at a
time.
 This is purely a conversational method
and invites opportunities to get details
in depth from the respondent.
 These interviews can be performed
face-to-face or on phone and usually
can last between half an hour to two
hours or even more
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13. 5.Case study research
 Case study research approach in
which the investigator explores a
bounded system (a case) or multiple
bounded systems (cases) over time,
through detailed in-depth data
collection involving multiple sources
of information( viz: observation,
interviews, audiovisual material, and
documents and reports), and reports
a case description and case-based
themes.
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14. Conducting case studies
 Case/cases may be selected through
“purposive sample”. Sample size would
be small depending on “ordinary
cases”, “accessible cases” or “unusual
cases”.
 The data collection typically extensive,
drawing on multiple sources of
information: Viz: observations, interviews,
documentation, and audiovisual material.
 Analysis involves “holistic or embedded
analysis”.
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15. 6.Content analysis
 Studying the contents through:
 Biographies
 Autobiography
 Life history
 Large documentation through internet
data bases on the theme selected
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16. When to use qualitative research
techniques:
 When need to capture accurate, in-
depth insights. Useful to capture
“factual data”.
 To understand strengths and
weaknesses of selected issue/problem.
 To Understand KA behaviour
 To know stigma and beliefs and the
specific words used.
 Gathering perception data
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17. Computer packages for qualitative
data analysis
AQUAD
ATLAS-ti
Epi-info
NVivo
Hypersoft (Mac),
Zyindex
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18. Quantitative Research
Methods
Approaches
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19. What is Quantitative Research
 Quantitative Research is an
extremely informative source of
data collection conducted via
mediums such as surveys, polls,
and questionnaires.
 The gathered data can be analysed
to conclude numerical or statistical
results.
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20. Objective of Quantitative Research
 The objective is to develop and
employ mathematical models, theories
and/or hypotheses pertaining to
phenomena.
 It is used to know “how many”
and/or “how often”
 Used to profile a target Population by
determining all descriptive statistics.
and whether specific determinants are
at a statistically significant level.
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21. Quantitative Methods
 Descriptive research,
 Correlational research,
 Causal-comparative/ Quasi-
experimental research and
 Experimental research.
 Approach: Through sample that is
representative of the respondent, using
questions and data is presented in tables,
charts, graphs etc.
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22. Descriptive research
 Descriptive studies are also called
observational, because the subjects are
observed without otherwise
intervening
 The simplest descriptive study is a case
which reports data on only one subject;
Examples are a study of an outstanding
athlete. Trend analysis, Demographic data
analysis etc
 Descriptive studies of a few cases are
called case series
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23. Types of Quantitative Research
 Primary Research:
 Secondary Research
 Surveys: Longitudinal, Cross-
sectional, Correlational Research
 Experiments: An experimental
research is conducted by researchers
to observe the change in one variable
on another
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24. CROSS- Sectional, Cohort studies
 cross-sectional studies variables of
interest in a sample of subjects are
analyzed once and the relationships
between them are determined.
 Prospective or cohort studies,
some variables are assayed at the
start of a study (e.g., dietary habits),
then after a period of time the
outcomes are determined (e.g.,
incidence of heart disease).
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25. Case-control studies
 Case-control studies compare cases
(subjects with a particular attribute) with
controls (subjects without the attribute);
comparison is made of the exposure to
something suspected of causing the cases,
 Case-control studies are also called
retrospective, because they focus on
conditions in the past that might have
caused subjects to become cases rather
than controls
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26. Experimental Studies
 Experimental studies are also known
as longitudinal or repeated-
measures studies.
 They are also referred to as
interventions, because you do more
than just observe the subjects.
 major problem: Lost to follow up,
repeated answers, knowledge gain
from previous interview
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27. Experimental Research
Intervention
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28. STATISTICAL MEASUREMENTS
 What are tests of association and which test
to use?
 Associations within categorical data
 - descriptive (frequency tables)
 - the chi-square test
 Associations within continuous data
 - descriptive (scatter plots)
 - Spearman's and Pearson's ‘r’
 Correlation:To examine whether there
is a relationship between variables
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29. Which test to use?
 Test selection depends on data:
 Categorical data – Chi-square
 Ordinal (ranked) data - Spearman's rho
 Interval/ratio data - Pearson's r
 Regression method: Linear/Bivariate or
Logistic regression according to data
and researchers objectives.
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30. Software for Analysis
 SPSS: Statistical Package for Social Sciences
 (IBM SPSS)
 R is a free software for statistical
computing and graphics. To
download R, please choose your
preferred
 http://www.r-project.org/
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31. Difference between Qualitative and
Quantitative Research
Attributes Qualitative research methods Quantitative research methods
Analytical objectives
This research method focuses on
describing individual
experiences and beliefs.
Quantitative research method
focuses on describing the
characteristics of a population.
Types of questions asked Open-ended questions Closed-ended questions
Data collection Instrument
Use semi-structured methods
such as in-depth interviews,
focus groups, and participant
observation
Use highly structured methods
such as structured observation
using questionnaires and surveys
Form of data produced Descriptive data Numerical data
Degree of flexibility
Participant responses affect how
and which questions researchers
ask next
Participant responses do not
influence or determine how and
which questions researchers ask
next
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32. THANK YOU
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