Once we know whether we know what type of research we will be focusing one (qualitative vs. quantitative), the next step is to figure out the specific method for data collection. For quantitative research, the frequently used methods include survey, quantitative observations, and quantitative content analysis. There are different factors to consider, but the characteristics of each method carry the most weight. For example, we are conducting a study to find out if there’s any relationship between library users’ socio-economic status and their reading behavior. The socio-economic status is defined by annual income, and the reading behavior is indicated by the number of books they check out, the genres of the books, and check-out frequency, etc. We may distribute survey to all library users and ask them to provide information on these variables, but mail survey could be costly, and online survey often gets a very low response rate. Besides, it’s always imposing when we send out survey questionnaires. So, is there any other method that could overcome these limitations and get us the same data? One alternative is quantitative content analysis. If we have access to all library users’ library records, we can anonymize them, and then look at each user’s address (where people live could be an indicator of their level of income, and therefore socio-economic status) and their borrowing record. This method is completely unobtrusive, and will give us all the information we need on the two variables in the study, and maybe more accurately than a survey would because self-reported data is not always 100% precise (there might be memory lapses, incorrect interpretation of the question, etc.)
When it comes to qualitative research, the popular methods include field observations, focus group interview, and qualitative interview. Again, it’s important that we understand the affordance of each method in order to determine which one suits our needs best. For example, a library has a new teen space and we would like to find out how teenagers are using this space. We could go to the teen space and observe what teen library users are doing there (reading books, resting on the comfy couch, meeting in groups, etc.). Being a complete observer helps us maintain our objectivity, but the detachment from the phenomenon we are studying makes it difficult to get an in-depth understanding. So, we could invite teenagers to participate in focus group interviews and talk about how they are using the space and what they think about it. Such interview will surely provide us with a more in-depth view of the use of the teen space, but guiding and moderating a focused conversation is not easy and takes a lot practice and if not done properly, it would result in biased data.
Now we know that understanding each data collection method’s characteristics (advantages, disadvantages, etc.) is the most important factor in determining which method to use in our own study. There are also other factors, such as our access to the study population (how can we sample), the demographic of our study population (if we are studying children, we need to be super careful about surveying/interviewing them), and constraints like budget (do we have the money to provide incentives) and time frame (how much time do we have to complete the study).
(to be continued)
(picture source http://alephunky.deviantart.com/art/Choose-your-heart-190249846)
Formalized Curiosity 