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Approaches to research:
Qualitative
versus
Quantitative
versus
Mixed method
Annabel Arndt & Chris Buckingham (2010)
Qualitative Research
• Tells you why people do things
Annabel Arndt & Chris Buckingham (2010)
Qualitative Research
• Tells you why people do things
• How people feel about something
Annabel Arndt & Chris Buckingham (2010)
Qualitative Research
• Tells you why people do things
• How people feel about something
• Small sample size
Annabel Arndt & Chris Buckingham (2010)
Qualitative Research
• Tells you why people do things
• How people feel about something
• Small sample size
• Subjective
Annabel Arndt & Chris Buckingham (2010)
Qualitative Research
• Tells you why people do things
• How people feel about something
• Small sample size
• Subjective
• Involves interviews
Annabel Arndt & Chris Buckingham (2010)
Qualitative Research
• Motivation for attending a performance
Annabel Arndt & Chris Buckingham (2010)
Qualitative Research
• Motivation for attending a performance
• Perceptions of different art forms
Annabel Arndt & Chris Buckingham (2010)
Qualitative Research
• Motivation for attending a performance
• Perceptions of different art forms
• Reactions to productions
Annabel Arndt & Chris Buckingham (2010)
Qualitative Research
• Motivation for attending a performance
• Perceptions of different art forms
• Reactions to productions
• Reasons for success or failure of arts events
Annabel Arndt & Chris Buckingham (2010)
Qualitative Research
• 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
Annabel Arndt & Chris Buckingham (2010)
Qualitative Research
• 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
• Perceptions of sponsoring organisationsAnnabel Arndt & Chris Buckingham (2010)
Qualitative Research
Can be difficult to quantify
Often qualitative research is used first
Then quantitative survey will ask peopleif they agree or disagree with statements
Annabel Arndt & Chris Buckingham (2010)
But what about Quantitative?
Annabel Arndt & Chris Buckingham (2010)
Quantitative Research
Deals with areas expressed in numbers
Annabel Arndt & Chris Buckingham (2010)
Quantitative Research
Says what % do different things, but not why
Annabel Arndt & Chris Buckingham (2010)
UK NewZealand
Quantitative Research
• Likes using codes
• Establish variables then do research
Annabel Arndt & Chris Buckingham (2010)
Mixed method:
Annabel Arndt & Chris Buckingham (2010)
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.
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