Quantitative Research vs. Qualitative Research
Usability is defined as “a quality attribute that assesses how easy user interfaces are to use” according to Jakob Nielsen in Usability 101: Introduction to Usability. We learned about usability in our previous LIS 753 class, where we also talked about qualitative research. Qualitative research can be (and often is) used to determine effective usability in a library setting.
Having graduated from the University of Dayton with a Bachelor’s Degree in Psychology, in addition to minoring in Sociology and Criminal Justice, I quickly jumped to skepticism when learning that qualitative studies are used to assess users experience in library websites. Moreover, I was perturbed to learn that I would be conducting a qualitative research study on a random library website and then sharing the results of said study at the end of the academic semester with my classmates. How could I possibly conduct a qualitative research study and deem it valid and reliable when I have been trained to do quantitative research studies during my undergraduate college experience. Hence, I decided to broaden my knowledge of both types of studies and investigate the similarities and differences between the two.
Main differences between qualitative and quantitative research methods:[1]
Qualitative Methods:
· Methods include focus groups, in-depth interviews, and reviews of documents for types of theme
· Primarily inductive process used to formulate theory or hypotheses
· Less generalizable and more subjective: describes a problem or condition from the point of view of those experiencing it
· More in-depth information on a few cases
· Unstructured or semi-structured response options and no statistical tests
Quantitative Methods:
· Surveys, structured interviews & observations, and reviews of records or documents for numeric information
· Primarily deductive process used to test pre-specified concepts, constructs, and hypotheses that make up a theory
· More generalizable and more objective: provides observed effects (interpreted by researchers) of a program on a problem or condition
· Less in-depth but more breadth of information across a large number of cases
· Fixed response options and statistical tests are used for analysis
The most important thing I learn is that both studies can be valid and reliable. However the reliability and validity depend on the audience each individual study’s result will reach. Just like we discussed in class, qualitative studies results can be thoroughly valid and reliably to an individual library. Keeping in mind that the users of a library’s website vary greatly from library to library. Hence, the qualitative study I will conduct on my assigned library’s website, will not, and should not, be identical to anyone else’s qualitative study conducted on a library’s website.
References:
“Differences Between Qualitative and Quantitative Research Methods” http://www.orau.gov/cdcynergy/soc2web/Content/phase05/phase05_step03_deeper_qualitative_and_quantitative.htm
Nielsen, Jakob, “Usability 101: Introduction to Usability” http://www.nngroup.com/articles/usability-101-introduction-to-usability/
[1] “Differences Between Qualitative and Quantitative Research Methods”
