Figure 1 shows the keywords with quant on the left, qual on the right, and mixed in the middle.įigure 1: The 27 primarily quant, qual, and mixed-method keywords. While these words can signify both qual and quant research questions, these tend to be associated more in one than the other.
With well-articulated research goals in mind, you can take the next step to operationalize them and think about how you will meet those goals, considering both the general approach and the exact method within that approach.Īn approach we use at MeasuringU to help operationalize research questions is to look for certain keywords that signify whether qual or quant data would better address them. The first step in conducting UX research is to think about the goals. To this end, it’s good to think not “quant or qual” but “quant and qual” for a mixed-method research approach. Usability testing can identify both what problems users encounter (qual) and how long users take to complete tasks (quant).
Most UX research methods can collect both qualitative and quantitative data.įor example, surveys often collect both closed-ended rating scale data to generate quantitative metrics and open-ended questions for qualitative comments. Methods can be categorized as quantitatively focused (e.g., A/B tests) or qualitatively focused (e.g., interviews). When approaching a UX research project, one of the first things to consider is the method.
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