Professor of sociology, Howard E. Aldrich, argues that we do social science a disservice by positioning qualitative research (data using words, such as interviews) as having less prestige than quantitative research.

The fact is the public doesn’t really understand how these analyses work. Qualitative researchers need to find innovative ways to tell people what we’re up to and help clear up the misunderstandings and stigma of qualitative research.

Professor Aldrich argues:

“You might want to describe in some detail what data collection and data analysis methods you are actually using. Explain the fit between the questions you’re asking and the type of empirical evidence you are gathering and how you are analysing it.”