Social Science Research Methods
Qualitative Research
Qualitative research involves understanding the reasons for human behaviour, explaining the factors involved in decision making, and using this information for developing social science theories. Qualitative data is collected through unstructured (unplanned) methods.
Examples of qualitative research includes participant observation, direct observation, in-depth interviews, and analysis of artifacts and documents.
Positive attributes of qualitative research includes it's ability to provide depth and detail by deeply analyzing the studied topic
Negative attributes of qualitative data include fewer people studied due to the in-depth requirements therefore making data less easily generalized, and adds room for bias in participants as information is based on testimonies and observations of others rather than statistics
Face-to-Face Interviews
In face-to-face interviews, interviewees are asked in-depth questions in person, based on their experiences. Questions are constructed before the interview, but the interviewee can additionally add information they deem relevant to the discussion.
Examples of face-to-face interviews include therapy sessions, newscast interviews, police interrogations, and job interviews.
Advantages of this interview technique include the researcher's ability to interpret the body language and facial expression of the interviewee. Additionally, the questions can be modified or added to if the interviewee does not understand them or if the researcher wants to ask follow-up questions.
Disadvantages of face-to-face interviews are that there is a larger opportunity for bias on the part of the interviewee thus skewing the results. In addition, the results cannot be generalized because the sample size is so small.
Surveys
Surveys are a research effort where data is gathered for either a specific or general sample through a questionnaire. Questions allow the respondent to choose from a set of predetermined answers. Checklists and rating scales are also used to help quantify human behaviors and attitudes in turn helps to generalize the sample's responses.
Examples of surveys include customer satisfaction questionnaires, medical history forms, and job applications
Positive attributes of surveys include the anonymity provided by a simple pencil and paper survey. This increases the likelihood that respondents will answer the questions truthfully. Additionally, high-technologically based survey answers can be entered directly into a database making data collection and interpretation much easier.
Disadvantages of surveys include the possibility to have bias, skewed, or tampered with results thus making the generalization of the sample inaccurate which could lead to problems when carrying out future experiments.
Quantitative Research
Quantitative research is numerical data applied with statistical analysis. It is used to establish cause and effect as well as to test theories. Quantitative data is collected through structured (planned) methods.
Examples of quantitative research includes surverys and questionnaires
Advantages of quantitative research include direct answers to important closed and statistic based questions. Additionally, it reduces the possibility for bias as most questions are closed meaning only a yes or no answer is required rather than an in-depth analysis. Furthermore, results can later be generalized throughout society as larger samples are surveyed.
Disadvantages of quantitative data include the lack of in-depth detail in cases where more information or personal perspectives are required. Additionally, data could be skewed and/or tampered with creating a fault in the data.
Questionnaires
Questionnaires are research tools that use questions to acquire information from multiple subjects. They are a type of survey. They can be used for qualitative and/or quantitative research containing open and closed questions.
Examples of questionnaires are forms that ask open-ended, closed, and/or statistic based questions.
Positive aspects of questionnaires include that they can include a variety of data types which reduces the limits of the information that can be uncovered. Additionally, they can be given to a large group and results can be generalized to determined a trend in the group's behaviour or experiences.
Negative aspects of questionnaires include the lack of personal connection with the respondent that may result in less experience-based, first-hand answers and only provide simple statistics.
Computer Assisted Personal Interviewing (CAPI)
In Computer Assisted Personal Interviewing, the interviewer brings a laptop or hand-held computer to record the data directly into a database during the interview process.
Examples of this are during polygraph tests and courtroom situations.
Advantages of this include that the data is collected exactly of the interviewee provides it to eliminate problems with mis-communication and memory. Additionally, interviewees are more likely to answer truthfully as their every word is being recorded and can be brought back up at a later time.
Disadvantages of CAPI are that the data could be compromised and even lost through hacking, electrical failure, human error, theft, and water damage.
Telephone Interviews
Telephone interviews follow the same format as face-to-face interviews with the exception that they are conducted over the telephone. Questions are still determined before-hand and the respondent can add any relevant information as they want.
Examples of telephone interviews are during over the phone customer satisfaction surveys, job interviews, and radio broadcast interviews.
Advantages of telephone interviews include the ability to maintain the content of a face-to-face interview when distance or time constraints are an issue. Additionally, it is easier for the interviewer to take notes and prepare the next question as eye contact does not have to be maintained.
Disadvantages of telephone include the lack of facial expressions and body language observed by the interviewer which increases the possibility for dishonesty and false answers by the interviewee. Additionally, technological failures and misunderstandings could compromise data gathering efforts.