What's Behind the Numbers? Qualitative Insights into Normative Research in Outdoor Recreation

• Published in: Leisure sciences 2005-06, Vol.27 (3), p.205-224
• Main Authors: Manning, Robert, Morrissey, Jennifer, Lawson, Steven
• Format: Article
• Language: English
• ISSN: 0149-0400; 1521-0588
• DOI: 10.1080/01490400590930691

Normative research in outdoor recreation is conventionally conducted using quantitative methods that generate numerical estimates of respondent norms or evaluative standards of quality for park and outdoor recreation conditions. In this study, verbal protocol analysis, a qualitative research approach, was used in conjunction with conventional normative research methods to explore respondents' thinking as they considered and answered normative questions. Special emphasis was placed on the extent to which respondents consciously considered tradeoffs inherent in outdoor recreation management. The research was applied to visitors to Acadia National Park, and study findings suggest that 1) many respondents were consciously aware of and actively considered various manifestations of the tradeoffs inherent in park and outdoor recreation management, 2) normative research should be designed to sensitize respondents to the inherent tradeoffs in outdoor recreation, and 3) qualitative and quantitative research methods can be complementary.