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1. Research Approaches and Designs:
QUAN, QUAL & MMR
Descrip9ons, Applica9ons,
Strengths, Weaknesses, and Choice

JMM 7204: Media & Communica9on Research Methods

2. Overview
• Introduc*on to research approaches.
• Types: Quan*ta*ve, Qualita*ve, and Mixed Methods.
• Key components of each approach (summary).
• Comparison of strengths, weaknesses, and applica*ons.

3. Introduc9on
• Research approaches are frameworks used to collect, analyse,
and interpret data.
• The choice of approach depends on the research problem,
research ques*on(s), objec*ves, and context.
• Quan*ta*ve research uses numerical data, qualita*ve
research explores experiences, and mixed methods combine
both.

4. Quan9ta9ve Research - Descrip9on
• Systema*c inves*ga*on using numerical data.
• Focused on measuring variables, tes*ng hypotheses, and
iden*fying paJerns.
• Objec*ve and structured, oLen involving large sample sizes.
• Common methods include experiments, surveys, and content
analysis.

5. Quan Research - Applica9on
• Used in social sciences, healthcare, educa*on, business, etc.
• Examples in social sciences: Measuring student performance,
tes*ng new treatments, assessing customer sa*sfac*on, etc
• Examples in media & communica*on: Audience measurement
and analysis, media content analysis, public opinion and
percep*on studies, adver*sing and marke*ng research, social
media and digital communica*on analy*cs, etc.

6. Quan Research - Strengths & Weaknesses
Strengths:
• Objec*ve and replicable results
• Allows for sta*s*cal analysis and generaliza*on
Weaknesses:
• Limited depth and context
• May not capture complex social phenomena

7. Qualita9ve Research - Descrip9on
• Exploratory research that focuses on understanding human
experiences and social contexts and phenomena.
• Non-numerical data collected through in-depth (semi-
structured) interviews, focus groups, and observa*ons,
textual analysis...

8. Qual Research - Applica9on
• Used in sociology, psychology, educa*on, cultural studies...
• Examples: Studying cultural prac*ces, exploring pa*ent
experiences, analysing media content...
• Examples in media & communica*on: media content and
discourse analysis, audience recep*on and interpreta*on,
media produc*on studies, representa*on and iden*ty
studies, social media and digital communica*on, crisis and
risk communica*on, poli*cal communica*on and public
opinion, culture and communica*on, etc.

9. Qual Research - Strengths & Weaknesses
Strengths:
• Provides in-depth insights and context
• Captures complex and nuanced phenomena
Weaknesses:
• Time-consuming and subjec*ve
• Limited generalizability

10. Mixed Methods Research –
Descrip9on & Application
• Combines quan*ta*ve and qualita*ve approaches to provide
comprehensive insights.
• Integrates numerical data with rich, contextual informa*on.
• Used in healthcare, educa*on, and social sciences (M&C).
• Examples: Studying the impact of a new teaching method
using both test scores and student feedback.

11. MMR - Strengths and Weaknesses
Strengths:
• Provides a comprehensive understanding
• Balances numerical data with qualita*ve insights
Weaknesses:
• Requires more *me and resources
• Complex to design and analyze

12. Choosing the Right Approach
• Consider the research ques*on and objec*ves
• Quan*ta*ve: When measuring and comparing variables
• Qualita*ve: When exploring complex experiences and
contexts
• Mixed Methods: When a combina*on of data types is needed

13. Summary
• Quan*ta*ve, qualita*ve, and mixed methods offer unique
strengths and limita*ons
• The choice depends on the research goals, available
resources, and data needs
• Using the appropriate approach ensures reliable and
meaningful results