By Daniel Miller, on 13 April 2015
But in a way the accusation is correct. We generally feel that quantitative data alone is deficient. Partly because the answers people give to survey questions may not reflect what they actually do. More because figures need to be interpreted in order for us to properly understand what they mean. Without that deeper knowledge of context they may mislead rather than illuminate. So we are suspicious of quantitative ‘news’ which often takes the form of correlations (for example, a population’s weight or life expectancy set against one aspect of their behaviour). Often this could be the result of dozens of different ’causes’ or combinations of behaviours other than the one claimed. We prefer to use quantitative data which comes from within ethnographic study, where we can hope to make an informed interpretation.
All our projects included three types of quantitative material: an initial survey of at least one hundred people at the beginning of fieldwork (Questionnaire A), a second survey of a different minimum one hundred people at the end (Questionnaire B), and whatever additional surveys each researcher found useful. Because of the importance of context, we will release our quantitative results alongside our eleven volumes of qualitative reports on 4 February 2016. But currently we are looking at the integration of these results. What follows is a sample of the kinds of results we will eventually publish.
In the case of my study of our English site – The Glades – my main additional survey was one of 2,496 school pupils at four secondary schools in the area. One of the intentions was simply to find out what which social media platforms these pupils were present on (see Table ‘Top of the class’). It was striking that these six stood out, with no other platforms emerging at above 10% overall.
Since this was also a response to my earlier blog post suggesting English schoolchildren were using Facebook, but that it was no longer ‘cool’, we also asked students what their three favourite platforms were. We found only 12.7% picked Facebook as their favourite social media, 8.4% as their 2nd favourite and 9.7% as their 3rd favourite.
Questionnaire B, by contrast, will be mainly released as a comparison across all of our nine sites.
These are illustrations of what is to come. Generally though, we would rather be patient and consider these in relation to our qualitative findings before we formally publish them.