To understand & interpret social interactions

Larger & randomly selected

Study of the whole, not variables

Words, images, or objects

Based on precise measurements using structured & validated data-collection instruments

Researcher & their biases are not known to participants in the study, & participant characteristics are deliberately hidden from the researcher (double blind studies)

Particular or specialized findings that is less generalizable

Statistical report with correlations, comparisons of means, & statistical significance of findings

Qualities ¤ Behavior ¤ Complexities

TYPED OF QUESTIONS ASKED: How many ¤ What

Document review ¤ Participant observations ¤ Interviews ¤ Focus group ¤ Workshops

¤ Describe, measure, predict ¤ Statistical tables and chart ¤ Universal ¤ Mainly deductive reasoning: everything is known before conclusions can be drawn