Research on the Attitude of the Irish on Alcohol

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• Qualitative research

This research is carried out when we want to describe and understand experience, ideas, beliefs and values. Researchers aim to gather a deep understanding of human behaviour and the reasons that govern such behaviour. The qualitative method investigates the reasons behind the decision making process, not just what, where and when. Therefore, smaller but more focused samples are often used rather than large samples.
Focus groups, in-depth interviews and content analysis are among some of the approaches used, but the research involves the analysis of any unstructured data, including: survey responses, literature reviews and audio recordings.

Quantitative research methods

This research collects data in numerical form which then can be put into categories, in rank order or in units of measurement. This type of data can be used to draw graphs and tables of raw data. Closed questions on a questionnaire would generate data as these produce either numerical data or data that can be put into categories (e.g. “yes” or “no” answers). Questionnaires often seem an easy option as a way of collecting information from people. They are difficult to design and the response rate is always going to be a problem. As with interviews, you can decide to use closed or open questions, and can also offer respondents multiple choice questions.

• Covert Observation

With this method, the researcher goes undercover as one of the participants of the group they
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