Qualitative method
When researchers report and comment on behaviour, without attempting to quantify it, they are using a qualitative research method. This involves attempts to understand behaviour by doing more than merely converting evidence into numbers. Qualitative methods can include coding, grouping and collecting observations without assigning actual numbers to the observation. So a qualitative analysis of the speed of animals might result in the statement that the cheetah is a fast land animal, and quantitative analysis might involve comparing the maximum speed of animals over (say) 20 metres. To take an example of human behaviour, you probably take a qualitative approach to the friendliness of the people you meet. In other words, you probably judge people as relatively friendly or unfriendly, but you would be unlikely to come up with a number that expresses their friendliness quotient. Qualitative techniques are sometimes used in the initial stages of quantitative research programmes to complement the quantitative techniques, but they are also used by psychologists who challenge conventional approaches to psychological research. This may be because they believe that the conventional methods are inadequate for addressing the richness and complexity of human behaviour. In turn, many mainstream psychologists are critical of qualitative methods.
[Donald Thomas Campbell (1916–96) trained as a social psychologist. He was a master methodologist and is best known for devising the method of quasi-experimentation, a statistics-based approach that allows replication of the effects of true randomization, which is often impossible in the study of human behaviour. Campbell also supported use of qualitative methods, according to the goals and context of the study. He promoted the concept of triangulation – that every method has its limitations, and multiple methods are usually needed to tackle important research questions.]
When researchers report and comment on behaviour, without attempting to quantify it, they are using a qualitative research method. This involves attempts to understand behaviour by doing more than merely converting evidence into numbers. Qualitative methods can include coding, grouping and collecting observations without assigning actual numbers to the observation. So a qualitative analysis of the speed of animals might result in the statement that the cheetah is a fast land animal, and quantitative analysis might involve comparing the maximum speed of animals over (say) 20 metres. To take an example of human behaviour, you probably take a qualitative approach to the friendliness of the people you meet. In other words, you probably judge people as relatively friendly or unfriendly, but you would be unlikely to come up with a number that expresses their friendliness quotient. Qualitative techniques are sometimes used in the initial stages of quantitative research programmes to complement the quantitative techniques, but they are also used by psychologists who challenge conventional approaches to psychological research. This may be because they believe that the conventional methods are inadequate for addressing the richness and complexity of human behaviour. In turn, many mainstream psychologists are critical of qualitative methods.
[Donald Thomas Campbell (1916–96) trained as a social psychologist. He was a master methodologist and is best known for devising the method of quasi-experimentation, a statistics-based approach that allows replication of the effects of true randomization, which is often impossible in the study of human behaviour. Campbell also supported use of qualitative methods, according to the goals and context of the study. He promoted the concept of triangulation – that every method has its limitations, and multiple methods are usually needed to tackle important research questions.]
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