METHODOLOGY
QUANTITATIVE RESEARCH
ADVANTAGES
(i)Quantitative methods are high in reliability
(i.e. easily replicable)
(ii)Quantitative methods are practical (i.e. save
time and money)
(iii)Quantitative methods are useful for
formulation of theories because of the use of
large samples.
(iv)Quantitative methods are easily adapted to
computer technology
QUALITATIVE RESEARCH
ADVANTAGES
1-Unstructured interviews- Valid data is
produced as responses can be clarified and
probing can result in new topics being
discovered; suitable for investigating sensitive
subjects.
2-Participant observation –Valid data is
produced since the group is witnessed in their
natural social context.
3- Case studies- Valid data is produced
because case studies allow for in-depth
understanding of a particular phenomenon.
4- Best for intimate and sensitive issues.
DATA COLLECTION INSTRUMENTS
INTERVIEWS
ADVANTAGES
1- Produces large amounts of factual
information very cheaply and quickly
2- An interviewer can explain or clarify
questions.
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DISADVANTAGES
(i)Quantitative methods do not provide in-
depth understanding of human behaviour (i.e.
what they gain in reliability may be lost in
terms of validity).
(ii)Do not provide depth or meanings behind
human behaviour
(iii)Do not account for individual actions.
DISADVANTAGES
1-Unstructured interviews – time consuming:
long conversations and lengthy analysis.
2-“interviewer effect” or “observer effect”
3-Small sample size undermines ability to
make generalizations.
4-Participant observation- overt observation
produces “observer effect” low in reliability
since the research cannot be repeated.
5-Case Studies – low in reliability since the
research will take a long while to be
completed.
6- Interviewer errors
DISADVANTAGES
1-Interview bias or effect which may affect the
behaviour of the interviewee due to status
differences between interviewer and
interviewee.
 METHODOLOGY
3- An interviewer can observe the several
context in which the answers are given.
4- Interviewers can probe the interviewees.
QUESTIONNAIRES
ADVANTAGES
- They are usually easy to administer
- They can be used to reach a large
number of people even if they are
geographically dispersed
- They save the researcher time since a
large number can be administered at the questions are answered
same time
- It is not costly to produce a large
number of questionnaires
- The data can be easily tabulated,
measured and analysed
- reliability
OBSERVATION/CASE STUDY
ADVANTAGES
The case or subject is observed as s/he follows
everyday routine.
●Trust and support are established between the
researcher and the case which may produce
more valid data.
●Reasons for behaviour may be uncovered that
people may be unaware of.
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2- Also the interviewer’s facial expression or
tone of voice can lead the interviewee to a
response that may reflect the interviewer’s
opinions
3-The interviewee may wish to please the
interviewer (i.e. social desirability effect.)
4-Interviews only reflect a snapshot of the
social reality being researched
DISADVANTAGES
-Question design is not easy; leading and
ambiguous questions undermine objectivity
and introduce bias
-It is inflexible since there is no opportunity to
probe or observe the context in which
-Responses and return rate may be low, calling
into question representativeness of the sample
-Researchers can never be sure that the right
persons (filled it in) responded
-Closed questions don’t allow respondents to
expand on their views
DISADVANTAGES
● The case study is time consuming and costly.
●Case Study is not replicable and thus
unreliable.
●The researcher may lose detachment and get
involved with the case.
●Researcher may exaggerate conclusions from
findings.
●The case may be unrepresentative of societal
reality.