3.1 Choosing a Method

Match method to question

Your method must fit your question. Quantitative methods measure and count (surveys, experiments, statistics); qualitative methods explore meaning (interviews, observation, text analysis).

Mixed methods

Mixed methods combine both — for example, a survey (quantitative) plus interviews (qualitative) — to get numbers and depth together.

Common designs

Designs include experiments (manipulate a variable), correlational studies (measure relationships), case studies, content analysis, and ethnography. Each answers different kinds of questions.

Key terms

Method fits question

choose the method that suits your question

Quantitative

measure and count (surveys, experiments, stats)

Qualitative

explore meaning (interviews, observation, text)

Mixed methods

combine quantitative and qualitative

Designs

experiment, correlational, case study, content analysis

Try an AP-style question

A quantitative method produces…

1. personal stories only
2. interview themes
3. numerical data
4. artistic works