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Qualitative methods in program evaluation.

W Broughton1

  • 1Health Services Research Center, University of North Carolina at Chapel Hill.

American Journal of Health Promotion : AJHP
|June 8, 1991
PubMed
Summary
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Choosing the right evaluation method is crucial. This article explores quantitative and qualitative approaches, highlighting their differences and suggesting how to integrate both for comprehensive program assessment, especially in health promotion.

Area of Science:

  • Program Evaluation
  • Health Promotion Research
  • Social Sciences

Background:

  • Traditional program evaluation heavily relies on quantitative methods.
  • Quantitative techniques have limitations in addressing certain evaluation questions.
  • Health promotion program evaluation often faces challenges best addressed by alternative methods.

Purpose of the Study:

  • To differentiate between quantitative and qualitative evaluation methodologies.
  • To discuss the limitations of purely quantitative approaches.
  • To propose the integration of both quantitative and qualitative methods in program evaluation.

Main Methods:

  • Comparative analysis of quantitative and qualitative research techniques.
  • Literature review on evaluation methodologies in health promotion.

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  • Discussion of complementary and alternative uses of qualitative methods.

    • Main Results:

    • Quantitative methods excel at measuring outcomes but may miss contextual nuances.
    • Qualitative methods provide in-depth understanding of processes, experiences, and context.
    • Both approaches offer unique insights, and their combination enhances evaluation rigor.

    Conclusions:

    • Qualitative evaluation methods can effectively complement or replace quantitative methods.
    • Integrating quantitative and qualitative approaches provides a more holistic understanding of program effectiveness.
    • Strategic selection and combination of methodologies are key to robust program assessment.