In the first two instalments of this series (Part 1 and Part 2) we introduced some of the things researchers consider when they are designing a study, such as how to avoid pitfalls like individual differences, unconscious bias, or the placebo effect impacting on the results. One of the most important things to consider is what we are going to measure, our ‘outcome’ variable.

We can group outcome variables into two broad categories, quantitative, which are numerical values, such as heart rate, angle of a joint, or dressage test score, and qualitative, which are descriptions, such as comments from a dressage judge, or answers in an interview. Qualitative measures are generally subjective, meaning they are based on someone’s opinion and open to interpretation. This doesn’t mean they are an inferior way of conducting research, it just means that the researchers need to be really careful about how they interpret qualitative data and must go through the data systematically so they don’t miss anything. Ideally, more than one person will review and interpret the data and then they will come to an agreement on the main messages. A systematic approach to analysing qualitative data is really important to avoid ‘cherry picking’ the bits which support the researchers’ hypothesis.

Quantitative data can be either subjective or objective, depending on how it is derived. An example of subjective quantitative data is a dressage test score, which is a numerical value. It is not open to different interpretations like the qualitative data, but it is still based on someone’s opinion, and if a different person did it then it might be different. Objective quantitative measures are values which are not open to interpretation, such as heart rate or joint angles. Often these are measured by some type of equipment to limit the effect of human error, for example using a heart rate monitor rather than taking a pulse.

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