14.2 Quantitative and Qualitative Evaluation Methods

Measuring success in governmental public affairs requires a mix of quantitative and qualitative methods. Surveys, polls, and data analysis techniques provide hard numbers and trends, while interviews and content analysis offer deeper insights into opinions and experiences.

Both approaches have their strengths. Quantitative methods give a broad overview and can track changes over time. Qualitative methods provide rich context and help explain the "why" behind the numbers. Using both creates a fuller picture of public affairs outcomes.

Quantitative Methods

Surveys and Polling

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• Surveys involve collecting data from a sample of individuals through a standardized questionnaire
  • Can be conducted online, by phone, or in-person
  • Allows for gathering information on attitudes, behaviors, and experiences from a large group of people (national opinion polls)
• Polling data refers to the results of opinion polls conducted on a representative sample of a population
  • Often used to gauge public opinion on political issues or candidates (election polls)
  • Can track changes in public sentiment over time

Data Analysis Techniques

• Social media analytics involve using tools to collect and analyze data from social media platforms
  • Provides insights into user engagement, sentiment, and trends (Twitter analytics)
  • Can help identify influential users and track the spread of information online
• Statistical analysis involves applying mathematical techniques to data to identify patterns, relationships, and trends
  • Includes descriptive statistics (mean, median, mode) and inferential statistics (hypothesis testing, regression analysis)
  • Helps draw conclusions and make predictions based on data (predicting election outcomes based on polling data)
• Longitudinal studies involve collecting data from the same group of individuals over an extended period
  • Allows for tracking changes in attitudes, behaviors, or outcomes over time
  • Provides insights into cause-and-effect relationships (studying the long-term effects of a policy intervention)

Qualitative Methods

Interviews and Focus Groups

• Focus groups involve bringing together a small group of individuals to discuss a specific topic or issue
  • Allows for in-depth exploration of attitudes, beliefs, and experiences
  • Provides insights into group dynamics and social norms (focus groups on attitudes towards immigration policy)
• Stakeholder interviews involve conducting one-on-one interviews with individuals who have a vested interest in a particular issue or policy
  • Provides insights into the perspectives and experiences of key players in a policy area
  • Can help identify areas of agreement and disagreement among stakeholders (interviews with industry leaders on environmental regulations)

Content and Sentiment Analysis

• Media content analysis involves systematically analyzing the content of media sources, such as news articles, social media posts, or television broadcasts
  • Allows for identifying themes, frames, and biases in media coverage
  • Can help track changes in media narratives over time (analyzing media coverage of a political scandal)
• Sentiment analysis involves using computational techniques to identify and quantify the emotional tone of text data
  • Provides insights into public opinion and reactions to events or issues
  • Can help identify areas of public concern or support (analyzing sentiment towards a proposed policy on social media)
• Case studies involve in-depth analysis of a specific event, organization, or policy
  • Allows for detailed exploration of the context, processes, and outcomes of a particular case
  • Provides insights into best practices and lessons learned (case study of a successful public health campaign)