Qualitative Versus Quantitative

Approaches to research:

Qualitative

versus

Quantitative

versus

Mixed method

Annabel Arndt & Chris Buckingham (2010)

Qualitative Research

• Tells you why people do things




• How people feel about something





• Small sample size






• Subjective






• Subjective

• Involves interviews



• Motivation for attending a performance




• Perceptions of different art forms





• Reactions to productions






• Reasons for success or failure of arts events







• Appropriate types of promotion







• Appropriate types of promotion

• Perceptions of sponsoring organisationsAnnabel Arndt & Chris Buckingham (2010)


Can be difficult to quantify

Often qualitative research is used first

Then quantitative survey will ask peopleif they agree or disagree with statements


But what about Quantitative?


Quantitative Research

Deals with areas expressed in numbers



Says what % do different things, but not why


UK NewZealand


• Likes using codes

• Establish variables then do research


Mixed method:


Can use strengths of one method to overcome

weaknesses in another.

Quan can be followed by Qual to neutralise bias/simplicity & add

some flesh to the bones.

Data can be at the microOR macro level.

Potential to validate findings through convergence &

corroboration.

Appeals to a larger audience.

Quan often blows raspberries at Qual & sees it as too simplistic,

decontextualised and reductionist.

Researchers often lack the skills to use both methods.

Diversity of possible methods is huge & dangerous.

Technology

Qualitative Versus Quantitative