Mixed-methods research and improving decision-making through media

Nested analysis maximizes the benefits of mixed-methods research

Evaluations often use mixed methods, but how can research best benefit from qualitative and quantitative analyses? A seminal article describes how nested analysis sequences statistical analyses and intensive case-studies to maximize what can be learned from each method. Statistical analyses can guide case selection for in-depth research, provide direction for more focused case studies and comparisons, and provide additional tests of hypotheses generated from qualitative research. Case studies can assess the plausibility of observed statistical relationships, generate theoretical insights from outliers and other cases, and develop better quantitative measurement strategies. This research shows how quantitative and qualitative research should be carefully sequenced to benefit from the complementary distinctiveness of each method.

Television dramas can improve financial decision-making

Researchers used a nested analysis to understand if and how a primetime television soap opera in South Africa improved financial decision making of viewers. The paper randomly encouraged South Africans to watch the TV program Scandal or a placebo soap opera that aired at the same time. Quantitative analyses demonstrated that watching Scandal improved many outcomes along the causal chain of impact, from financial knowledge to financial behavior. For example, respondents randomly encouraged to watch Scandal reported gambling less and were less likely to have taken on debt from informal creditors that use predatory loans – all messages that were conveyed in the storyline. The paper used qualitative methods to explore mechanisms of impact, finding that (a) emotional connections with the main character and (b) familiarity with the social and financial dilemmas depicted in the soap opera motivate knowledge gain and behavior change among viewers. This research shows how fictional media dramas can change behavior at scale.

Do you have a study we should share for a future Facty Friday? Send an email to drg.el@usaid.gov!