Stakeholders asking about the statistical significance of qualitative research likely misunderstand the function of qualitative research. However, their question should pose an opportunity to dig further into understand what they care about and are concerned about. Usually questions about statistical significance reflect fear about the trustworthiness of the results. Use it as an opportunity to learn more about their needs, their concerns, and what would need to be true to win their confidence.
- Qualitative research creates mental models about the problem space.
- Qualitative and quantitative research methods each have trade-offs
Levin, Alec. “StAtIsTiCaL SIgNiFiCaNcE.” Known Unknowns (blog). Accessed October 12, 2020. https://knownunknowns.substack.com/p/statistical-significance.