Integrating Quantitative and Qualitative Research Methods in Health Communication Research

Health Educators working to promote health behaviors have realized that mere quantitative research surveys alone not necessarily provide all of the data inputs that are needed to develop effective communication strategies. Therefore, qualitative methods such as focus groups and in-depth interviews, besides less precise, but useful semi-quantitative approaches, such as intercept surveys, have emerged as part of their research gamut. In an ideal Health Education/IEC program, researchers use both quantitative and qualitative data to provide a more complete picture of the issue being addressed, the target audience and the effectiveness of the program itself. The purpose of this paper is to look at how these two different research approaches can be integrated to inform the development of an effective social marketing program.