advantage in using Q-methodology is that it combines both qualitative and
quantitative research (Dennis & Goldeberg, 1996). This is an advantage
because it can utilise the strengths of quantitative research whilst also retaining
subjective food bias accounts which consider social processes. Contrastingly,
one disadvantage in using the experimental method then is that it cannot utilise
the strengths of qualitative research to help explain people’s experiences and
biases with foods.
Another disadvantage in
using Q-methodology concerns the fact a participant’s expression of their food
bias experience is automatically subjected to confinement as the statements
used in the Q-sort are pre-determined (Cross, 2004). The limited amount of
accounts which can be expressed here suggest that the participant may be forced
to reduce or merge some of their food bias accounts to fit the items provided,
perhaps having a detrimental effect on the validity of the final analysis. It may be more beneficial to produce statements for
the Q-sort via semi-structured interviews with the participant first to better
understand people’s food bias experiences/accounts.
Grounded Theory approach 10 marks
One advantage in utilising Grounded Theory
is that it can collect data on people’s biases towards and away from types of
food with depth and richness (Charmaz, 2006). This depth and richness GT
possesses reveals what lies beneath the surface (see Polit & Beck, 2010) in
the participants food bias experience. Contrastingly, one disadvantage in using
the experimental method then is that it can’t reveal what lies beneath the
surface with the same depth in their analysis of food bias experiences.
One disadvantage in using GT in investigating
food bias accounts and experiences concerns the fact the process is ‘not
simple’ (Annells, 1996). Moreover, researchers would seldom worry about the
issue of generalisability (Polit & Beck, 2010) when analysing the food accounts.
Contrastingly, one advantage in utilising the experimental method then is that
food bias data analysis is less time consuming and simpler as it utilises SPSS
(Connolly, 2007), with the food bias findings likely to be generalised to a
whole population or sub population as it can involve a larger sample which can
be randomly selected (see Carr, 1994).