Immunization and child health materials development guide pdf

1. Learn the Difference Between Qualitative and Quantitative Research. Two
types of research can help you learn more about your intended audience before you develop
messages: qualitative and quantitative. Both can provide excellent information, but they are
vastly different in technique, rationale, and results. Figure 7 provides a comparative chart that
defines and describes each type in detail.
Figure 7. Quantitative Versus Qualitative Research 9
Quantitative Research
Examples of quantitative techniques include written
surveys, KAP surveys, and structured interviews.
• Answers questions of how many and how often.
Documents differences that can be measured in
numbers.
• Closed-ended questions. Uses a series of closedended
questions that offer the respondent several
choices when answering a question. For example:
“Was your child immunized for tetanus? ___Yes
___No ___ Don’t know.” Closed-ended questions
limit the kinds of responses that can be recorded,
which keeps data organized but limits the ability to
probe whatever response is given. For instance, you
may not be able to ask participants why they don’t
know if their child was immunized for tetanus.
• Statistical. Provides a measurement of the
audience’s responses in numerical estimates. For
example, 60 percent of mothers with children under
5 years of age reported that their children had
received tetanus shots.
• Measurable. Deals with objective, measurable
behavior, knowledge, and attitudes.
• Process often pursues proof of a hypothesis.
• Large sample size. Involves large numbers of
participants and interviewers, generally making this
kind of research expensive.
• Straightforward analysis. Includes questions that
are straightforward to ask and yields answers that
are straightforward to analyze.
• Firm conclusions. Draws firm conclusions and
results that can be generalized to the population at
large. Data are presented as percentages and
numbers of people who believe or do certain things.
Counts the number of people fitting into different
categories.
Qualitative Research
Examples of qualitative techniques include indepth
interviews, focus group discussions,
participant-observation, and exit interviews.
• Answers questions of why and how.
• Open-ended questions. Asks open-ended
questions that allow respondents to give
detailed answers, thus revealing their biases,
the extent of their knowledge, and the gaps in
their thinking. For example: “Why is
immunization necessary?” might reveal a whole
range of answers that can help you address the
informational needs of your audience. Because
responses from participants will vary in content
and length, a note-taker usually records
responses on a blank sheet of paper and
analyzes the data later.
• Anecdotal. Provides in-depth understanding
about audience responses. For example,
because a measles outbreak started the week
after a national immunization day, mothers
thought the polio vaccine caused the measles.
• Contextual. Deals with the contextual and
emotional aspects of human responses.
• Process is generally one of discovery.
• Small sample size. Involves small numbers of
participants and interviewers, usually making
this a less expensive form of research.
• Thoughtful analysis. Yields results that are
more difficult to analyze, requiring
contemplation, organization, and interpretation.
Rich with details, often providing answers to
questions no one thought of asking.
• Insights. Provides insights into attitudes,
beliefs, motives, concerns, and behaviors. Can
be used to add deeper meaning and real-life
examples to quantitative findings. Discloses
clues about an audience’s behaviors, fears, or
doubts.
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