Qualitative methods in program evaluation

The choice of evaluation methodology is as important as any part of the assessment process. In the past, most selections have been made from among various quantitative strategies and techniques. Recently, program evaluation researchers have begun to discuss some of the limitations of quantitative techniques for addressing some evaluation questions. In response to these limitations--most of which characterize the evaluation of health promotion programs--some have turned to a set of techniques which can complement or, at times, replace quantitative evaluation methods. These methods are collectively called "qualitative" evaluation methods. In this article, we highlight some of the differences between quantitative and qualitative approaches and suggest ways in which both may be used in a given evaluation effort.