what is research by method

Research Methods: What are research methods?

What are research methods?
Searching specific databases

What are research methods

Research methods are the strategies, processes or techniques utilized in the collection of data or evidence for analysis in order to uncover new information or create better understanding of a topic.

There are different types of research methods which use different tools for data collection.

Types of research

Qualitative Research
Quantitative Research
Mixed Methods Research

Qualitative Research gathers data about lived experiences, emotions or behaviours, and the meanings individuals attach to them. It assists in enabling researchers to gain a better understanding of complex concepts, social interactions or cultural phenomena. This type of research is useful in the exploration of how or why things have occurred, interpreting events and describing actions.

Quantitative Research gathers numerical data which can be ranked, measured or categorised through statistical analysis. It assists with uncovering patterns or relationships, and for making generalisations. This type of research is useful for finding out how many, how much, how often, or to what extent.

Mixed Methods Research integrates both Q ualitative and Quantitative Research . It provides a holistic approach combining and analysing the statistical data with deeper contextualised insights. Using Mixed Methods also enables Triangulation, or verification, of the data from two or more sources.

Finding Mixed Methods research in the Databases

“mixed model*” OR “mixed design*” OR “multiple method*” OR multimethod* OR triangulat*

Data collection tools

Techniques or tools used for gathering research data include:

Qualitative Techniques or Tools	Quantitative Techniques or Tools
: these can be structured, semi-structured or unstructured in-depth sessions with the researcher and a participant.	Surveys or questionnaires: which ask the same questions to large numbers of participants or use Likert scales which measure opinions as numerical data.
: with several participants discussing a particular topic or a set of questions. Researchers can be facilitators or observers.	Observation: which can either involve counting the number of times a specific phenomenon occurs, or the coding of observational data in order to translate it into numbers.
: On-site, in-context or role-play options.	Document screening: sourcing numerical data from financial reports or counting word occurrences.
: Interrogation of correspondence (letters, diaries, emails etc) or reports.	Experiments: testing hypotheses in laboratories, testing cause and effect relationships, through field experiments, or via quasi- or natural experiments.
: Remembrances or memories of experiences told to the researcher.

SAGE research methods

SAGE research methods online This link opens in a new window Research methods tool to help researchers gather full-text resources, design research projects, understand a particular method and write up their research. Includes access to collections of video, business cases and eBooks,

Help and Information

Next: Finding qualitative research >>
Last Updated: Apr 18, 2024 11:16 AM
URL: https://libguides.newcastle.edu.au/researchmethods

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What is Research Methodology? Definition, Types, and Examples

Research methodology 1,2 is a structured and scientific approach used to collect, analyze, and interpret quantitative or qualitative data to answer research questions or test hypotheses. A research methodology is like a plan for carrying out research and helps keep researchers on track by limiting the scope of the research. Several aspects must be considered before selecting an appropriate research methodology, such as research limitations and ethical concerns that may affect your research.

The research methodology section in a scientific paper describes the different methodological choices made, such as the data collection and analysis methods, and why these choices were selected. The reasons should explain why the methods chosen are the most appropriate to answer the research question. A good research methodology also helps ensure the reliability and validity of the research findings. There are three types of research methodology—quantitative, qualitative, and mixed-method, which can be chosen based on the research objectives.

What is research methodology ?

A research methodology describes the techniques and procedures used to identify and analyze information regarding a specific research topic. It is a process by which researchers design their study so that they can achieve their objectives using the selected research instruments. It includes all the important aspects of research, including research design, data collection methods, data analysis methods, and the overall framework within which the research is conducted. While these points can help you understand what is research methodology, you also need to know why it is important to pick the right methodology.

Why is research methodology important?

Having a good research methodology in place has the following advantages: 3

Helps other researchers who may want to replicate your research; the explanations will be of benefit to them.
You can easily answer any questions about your research if they arise at a later stage.
A research methodology provides a framework and guidelines for researchers to clearly define research questions, hypotheses, and objectives.
It helps researchers identify the most appropriate research design, sampling technique, and data collection and analysis methods.
A sound research methodology helps researchers ensure that their findings are valid and reliable and free from biases and errors.
It also helps ensure that ethical guidelines are followed while conducting research.
A good research methodology helps researchers in planning their research efficiently, by ensuring optimum usage of their time and resources.

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Types of research methodology.

There are three types of research methodology based on the type of research and the data required. 1

Quantitative research methodology focuses on measuring and testing numerical data. This approach is good for reaching a large number of people in a short amount of time. This type of research helps in testing the causal relationships between variables, making predictions, and generalizing results to wider populations.
Qualitative research methodology examines the opinions, behaviors, and experiences of people. It collects and analyzes words and textual data. This research methodology requires fewer participants but is still more time consuming because the time spent per participant is quite large. This method is used in exploratory research where the research problem being investigated is not clearly defined.
Mixed-method research methodology uses the characteristics of both quantitative and qualitative research methodologies in the same study. This method allows researchers to validate their findings, verify if the results observed using both methods are complementary, and explain any unexpected results obtained from one method by using the other method.

What are the types of sampling designs in research methodology?

Sampling 4 is an important part of a research methodology and involves selecting a representative sample of the population to conduct the study, making statistical inferences about them, and estimating the characteristics of the whole population based on these inferences. There are two types of sampling designs in research methodology—probability and nonprobability.

Probability sampling

In this type of sampling design, a sample is chosen from a larger population using some form of random selection, that is, every member of the population has an equal chance of being selected. The different types of probability sampling are:

Systematic —sample members are chosen at regular intervals. It requires selecting a starting point for the sample and sample size determination that can be repeated at regular intervals. This type of sampling method has a predefined range; hence, it is the least time consuming.
Stratified —researchers divide the population into smaller groups that don’t overlap but represent the entire population. While sampling, these groups can be organized, and then a sample can be drawn from each group separately.
Cluster —the population is divided into clusters based on demographic parameters like age, sex, location, etc.
Convenience —selects participants who are most easily accessible to researchers due to geographical proximity, availability at a particular time, etc.
Purposive —participants are selected at the researcher’s discretion. Researchers consider the purpose of the study and the understanding of the target audience.
Snowball —already selected participants use their social networks to refer the researcher to other potential participants.
Quota —while designing the study, the researchers decide how many people with which characteristics to include as participants. The characteristics help in choosing people most likely to provide insights into the subject.

What are data collection methods?

During research, data are collected using various methods depending on the research methodology being followed and the research methods being undertaken. Both qualitative and quantitative research have different data collection methods, as listed below.

Qualitative research 5

One-on-one interviews: Helps the interviewers understand a respondent’s subjective opinion and experience pertaining to a specific topic or event
Document study/literature review/record keeping: Researchers’ review of already existing written materials such as archives, annual reports, research articles, guidelines, policy documents, etc.
Focus groups: Constructive discussions that usually include a small sample of about 6-10 people and a moderator, to understand the participants’ opinion on a given topic.
Qualitative observation : Researchers collect data using their five senses (sight, smell, touch, taste, and hearing).

Quantitative research 6

Sampling: The most common type is probability sampling.
Interviews: Commonly telephonic or done in-person.
Observations: Structured observations are most commonly used in quantitative research. In this method, researchers make observations about specific behaviors of individuals in a structured setting.
Document review: Reviewing existing research or documents to collect evidence for supporting the research.
Surveys and questionnaires. Surveys can be administered both online and offline depending on the requirement and sample size.

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What are data analysis methods.

The data collected using the various methods for qualitative and quantitative research need to be analyzed to generate meaningful conclusions. These data analysis methods 7 also differ between quantitative and qualitative research.

Quantitative research involves a deductive method for data analysis where hypotheses are developed at the beginning of the research and precise measurement is required. The methods include statistical analysis applications to analyze numerical data and are grouped into two categories—descriptive and inferential.

Descriptive analysis is used to describe the basic features of different types of data to present it in a way that ensures the patterns become meaningful. The different types of descriptive analysis methods are:

Measures of frequency (count, percent, frequency)
Measures of central tendency (mean, median, mode)
Measures of dispersion or variation (range, variance, standard deviation)
Measure of position (percentile ranks, quartile ranks)

Inferential analysis is used to make predictions about a larger population based on the analysis of the data collected from a smaller population. This analysis is used to study the relationships between different variables. Some commonly used inferential data analysis methods are:

Correlation: To understand the relationship between two or more variables.
Cross-tabulation: Analyze the relationship between multiple variables.
Regression analysis: Study the impact of independent variables on the dependent variable.
Frequency tables: To understand the frequency of data.
Analysis of variance: To test the degree to which two or more variables differ in an experiment.

Qualitative research involves an inductive method for data analysis where hypotheses are developed after data collection. The methods include:

Content analysis: For analyzing documented information from text and images by determining the presence of certain words or concepts in texts.
Narrative analysis: For analyzing content obtained from sources such as interviews, field observations, and surveys. The stories and opinions shared by people are used to answer research questions.
Discourse analysis: For analyzing interactions with people considering the social context, that is, the lifestyle and environment, under which the interaction occurs.
Grounded theory: Involves hypothesis creation by data collection and analysis to explain why a phenomenon occurred.
Thematic analysis: To identify important themes or patterns in data and use these to address an issue.

How to choose a research methodology?

Here are some important factors to consider when choosing a research methodology: 8

Research objectives, aims, and questions —these would help structure the research design.
Review existing literature to identify any gaps in knowledge.
Check the statistical requirements —if data-driven or statistical results are needed then quantitative research is the best. If the research questions can be answered based on people’s opinions and perceptions, then qualitative research is most suitable.
Sample size —sample size can often determine the feasibility of a research methodology. For a large sample, less effort- and time-intensive methods are appropriate.
Constraints —constraints of time, geography, and resources can help define the appropriate methodology.

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How to write a research methodology .

A research methodology should include the following components: 3,9

Research design —should be selected based on the research question and the data required. Common research designs include experimental, quasi-experimental, correlational, descriptive, and exploratory.
Research method —this can be quantitative, qualitative, or mixed-method.
Reason for selecting a specific methodology —explain why this methodology is the most suitable to answer your research problem.
Research instruments —explain the research instruments you plan to use, mainly referring to the data collection methods such as interviews, surveys, etc. Here as well, a reason should be mentioned for selecting the particular instrument.
Sampling —this involves selecting a representative subset of the population being studied.
Data collection —involves gathering data using several data collection methods, such as surveys, interviews, etc.
Data analysis —describe the data analysis methods you will use once you’ve collected the data.
Research limitations —mention any limitations you foresee while conducting your research.
Validity and reliability —validity helps identify the accuracy and truthfulness of the findings; reliability refers to the consistency and stability of the results over time and across different conditions.
Ethical considerations —research should be conducted ethically. The considerations include obtaining consent from participants, maintaining confidentiality, and addressing conflicts of interest.

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Frequently Asked Questions

Q1. What are the key components of research methodology?

A1. A good research methodology has the following key components:

Research design
Data collection procedures
Data analysis methods
Ethical considerations

Q2. Why is ethical consideration important in research methodology?

A2. Ethical consideration is important in research methodology to ensure the readers of the reliability and validity of the study. Researchers must clearly mention the ethical norms and standards followed during the conduct of the research and also mention if the research has been cleared by any institutional board. The following 10 points are the important principles related to ethical considerations: 10

Participants should not be subjected to harm.
Respect for the dignity of participants should be prioritized.
Full consent should be obtained from participants before the study.
Participants’ privacy should be ensured.
Confidentiality of the research data should be ensured.
Anonymity of individuals and organizations participating in the research should be maintained.
The aims and objectives of the research should not be exaggerated.
Affiliations, sources of funding, and any possible conflicts of interest should be declared.
Communication in relation to the research should be honest and transparent.
Misleading information and biased representation of primary data findings should be avoided.

Q3. What is the difference between methodology and method?

A3. Research methodology is different from a research method, although both terms are often confused. Research methods are the tools used to gather data, while the research methodology provides a framework for how research is planned, conducted, and analyzed. The latter guides researchers in making decisions about the most appropriate methods for their research. Research methods refer to the specific techniques, procedures, and tools used by researchers to collect, analyze, and interpret data, for instance surveys, questionnaires, interviews, etc.

Research methodology is, thus, an integral part of a research study. It helps ensure that you stay on track to meet your research objectives and answer your research questions using the most appropriate data collection and analysis tools based on your research design.

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Research methodologies. Pfeiffer Library website. Accessed August 15, 2023. https://library.tiffin.edu/researchmethodologies/whatareresearchmethodologies
Types of research methodology. Eduvoice website. Accessed August 16, 2023. https://eduvoice.in/types-research-methodology/
The basics of research methodology: A key to quality research. Voxco. Accessed August 16, 2023. https://www.voxco.com/blog/what-is-research-methodology/
Sampling methods: Types with examples. QuestionPro website. Accessed August 16, 2023. https://www.questionpro.com/blog/types-of-sampling-for-social-research/
What is qualitative research? Methods, types, approaches, examples. Researcher.Life blog. Accessed August 15, 2023. https://researcher.life/blog/article/what-is-qualitative-research-methods-types-examples/
What is quantitative research? Definition, methods, types, and examples. Researcher.Life blog. Accessed August 15, 2023. https://researcher.life/blog/article/what-is-quantitative-research-types-and-examples/
Data analysis in research: Types & methods. QuestionPro website. Accessed August 16, 2023. https://www.questionpro.com/blog/data-analysis-in-research/#Data_analysis_in_qualitative_research
Factors to consider while choosing the right research methodology. PhD Monster website. Accessed August 17, 2023. https://www.phdmonster.com/factors-to-consider-while-choosing-the-right-research-methodology/
What is research methodology? Research and writing guides. Accessed August 14, 2023. https://paperpile.com/g/what-is-research-methodology/
Ethical considerations. Business research methodology website. Accessed August 17, 2023. https://research-methodology.net/research-methodology/ethical-considerations/

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What Is Research Methodology? A Plain-Language Explanation & Definition (With Examples)

By Derek Jansen (MBA) and Kerryn Warren (PhD) | June 2020 (Last updated April 2023)

If you’re new to formal academic research, it’s quite likely that you’re feeling a little overwhelmed by all the technical lingo that gets thrown around. And who could blame you – “research methodology”, “research methods”, “sampling strategies”… it all seems never-ending!

In this post, we’ll demystify the landscape with plain-language explanations and loads of examples (including easy-to-follow videos), so that you can approach your dissertation, thesis or research project with confidence. Let’s get started.

Research Methodology 101

What exactly research methodology means
What qualitative , quantitative and mixed methods are
What sampling strategy is
What data collection methods are
What data analysis methods are
How to choose your research methodology
Example of a research methodology

What is research methodology?

Research methodology simply refers to the practical “how” of a research study. More specifically, it’s about how a researcher systematically designs a study to ensure valid and reliable results that address the research aims, objectives and research questions . Specifically, how the researcher went about deciding:

What type of data to collect (e.g., qualitative or quantitative data )
Who to collect it from (i.e., the sampling strategy )
How to collect it (i.e., the data collection method )
How to analyse it (i.e., the data analysis methods )

Within any formal piece of academic research (be it a dissertation, thesis or journal article), you’ll find a research methodology chapter or section which covers the aspects mentioned above. Importantly, a good methodology chapter explains not just what methodological choices were made, but also explains why they were made. In other words, the methodology chapter should justify the design choices, by showing that the chosen methods and techniques are the best fit for the research aims, objectives and research questions.

So, it’s the same as research design?

Not quite. As we mentioned, research methodology refers to the collection of practical decisions regarding what data you’ll collect, from who, how you’ll collect it and how you’ll analyse it. Research design, on the other hand, is more about the overall strategy you’ll adopt in your study. For example, whether you’ll use an experimental design in which you manipulate one variable while controlling others. You can learn more about research design and the various design types here .

Need a helping hand?

What are qualitative, quantitative and mixed-methods?

Qualitative, quantitative and mixed-methods are different types of methodological approaches, distinguished by their focus on words , numbers or both . This is a bit of an oversimplification, but its a good starting point for understanding.

Let’s take a closer look.

Qualitative research refers to research which focuses on collecting and analysing words (written or spoken) and textual or visual data, whereas quantitative research focuses on measurement and testing using numerical data . Qualitative analysis can also focus on other “softer” data points, such as body language or visual elements.

It’s quite common for a qualitative methodology to be used when the research aims and research questions are exploratory in nature. For example, a qualitative methodology might be used to understand peoples’ perceptions about an event that took place, or a political candidate running for president.

Contrasted to this, a quantitative methodology is typically used when the research aims and research questions are confirmatory in nature. For example, a quantitative methodology might be used to measure the relationship between two variables (e.g. personality type and likelihood to commit a crime) or to test a set of hypotheses .

As you’ve probably guessed, the mixed-method methodology attempts to combine the best of both qualitative and quantitative methodologies to integrate perspectives and create a rich picture. If you’d like to learn more about these three methodological approaches, be sure to watch our explainer video below.

What is sampling strategy?

Simply put, sampling is about deciding who (or where) you’re going to collect your data from . Why does this matter? Well, generally it’s not possible to collect data from every single person in your group of interest (this is called the “population”), so you’ll need to engage a smaller portion of that group that’s accessible and manageable (this is called the “sample”).

How you go about selecting the sample (i.e., your sampling strategy) will have a major impact on your study. There are many different sampling methods you can choose from, but the two overarching categories are probability sampling and non-probability sampling .

Probability sampling involves using a completely random sample from the group of people you’re interested in. This is comparable to throwing the names all potential participants into a hat, shaking it up, and picking out the “winners”. By using a completely random sample, you’ll minimise the risk of selection bias and the results of your study will be more generalisable to the entire population.

Non-probability sampling , on the other hand, doesn’t use a random sample . For example, it might involve using a convenience sample, which means you’d only interview or survey people that you have access to (perhaps your friends, family or work colleagues), rather than a truly random sample. With non-probability sampling, the results are typically not generalisable .

To learn more about sampling methods, be sure to check out the video below.

What are data collection methods?

As the name suggests, data collection methods simply refers to the way in which you go about collecting the data for your study. Some of the most common data collection methods include:

Interviews (which can be unstructured, semi-structured or structured)
Focus groups and group interviews
Surveys (online or physical surveys)
Observations (watching and recording activities)
Biophysical measurements (e.g., blood pressure, heart rate, etc.)
Documents and records (e.g., financial reports, court records, etc.)

The choice of which data collection method to use depends on your overall research aims and research questions , as well as practicalities and resource constraints. For example, if your research is exploratory in nature, qualitative methods such as interviews and focus groups would likely be a good fit. Conversely, if your research aims to measure specific variables or test hypotheses, large-scale surveys that produce large volumes of numerical data would likely be a better fit.

What are data analysis methods?

Data analysis methods refer to the methods and techniques that you’ll use to make sense of your data. These can be grouped according to whether the research is qualitative (words-based) or quantitative (numbers-based).

Popular data analysis methods in qualitative research include:

Qualitative content analysis
Thematic analysis
Discourse analysis
Narrative analysis
Interpretative phenomenological analysis (IPA)
Visual analysis (of photographs, videos, art, etc.)

Qualitative data analysis all begins with data coding , after which an analysis method is applied. In some cases, more than one analysis method is used, depending on the research aims and research questions . In the video below, we explore some common qualitative analysis methods, along with practical examples.

Moving on to the quantitative side of things, popular data analysis methods in this type of research include:

Descriptive statistics (e.g. means, medians, modes )
Inferential statistics (e.g. correlation, regression, structural equation modelling)

Again, the choice of which data collection method to use depends on your overall research aims and objectives , as well as practicalities and resource constraints. In the video below, we explain some core concepts central to quantitative analysis.

How do I choose a research methodology?

As you’ve probably picked up by now, your research aims and objectives have a major influence on the research methodology . So, the starting point for developing your research methodology is to take a step back and look at the big picture of your research, before you make methodology decisions. The first question you need to ask yourself is whether your research is exploratory or confirmatory in nature.

If your research aims and objectives are primarily exploratory in nature, your research will likely be qualitative and therefore you might consider qualitative data collection methods (e.g. interviews) and analysis methods (e.g. qualitative content analysis).

Conversely, if your research aims and objective are looking to measure or test something (i.e. they’re confirmatory), then your research will quite likely be quantitative in nature, and you might consider quantitative data collection methods (e.g. surveys) and analyses (e.g. statistical analysis).

Designing your research and working out your methodology is a large topic, which we cover extensively on the blog . For now, however, the key takeaway is that you should always start with your research aims, objectives and research questions (the golden thread). Every methodological choice you make needs align with those three components.

Example of a research methodology chapter

In the video below, we provide a detailed walkthrough of a research methodology from an actual dissertation, as well as an overview of our free methodology template .

Psst... there’s more!

This post was based on one of our popular Research Bootcamps . If you're working on a research project, you'll definitely want to check this out ...

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199 Comments

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Thanks for your comment.

We can’t write your methodology for you. If you’re looking for samples, you should be able to find some sample methodologies on Google. Alternatively, you can download some previous dissertations from a dissertation directory and have a look at the methodology chapters therein.

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MLA Jansen, Derek, and Kerryn Warren. “What (Exactly) Is Research Methodology?” Grad Coach, June 2021, gradcoach.com/what-is-research-methodology/.

APA Jansen, D., & Warren, K. (2021, June). What (Exactly) Is Research Methodology? Grad Coach. https://gradcoach.com/what-is-research-methodology/

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Knowledge Base
Methodology

Research Methods | Definition, Types, Examples

Research methods are specific procedures for collecting and analysing data. Developing your research methods is an integral part of your research design . When planning your methods, there are two key decisions you will make.

First, decide how you will collect data . Your methods depend on what type of data you need to answer your research question :

Qualitative vs quantitative : Will your data take the form of words or numbers?
Primary vs secondary : Will you collect original data yourself, or will you use data that have already been collected by someone else?
Descriptive vs experimental : Will you take measurements of something as it is, or will you perform an experiment?

Second, decide how you will analyse the data .

For quantitative data, you can use statistical analysis methods to test relationships between variables.
For qualitative data, you can use methods such as thematic analysis to interpret patterns and meanings in the data.

Methods for collecting data, examples of data collection methods, methods for analysing data, examples of data analysis methods, frequently asked questions about methodology.

Data are the information that you collect for the purposes of answering your research question . The type of data you need depends on the aims of your research.

Qualitative vs quantitative data

Your choice of qualitative or quantitative data collection depends on the type of knowledge you want to develop.

For questions about ideas, experiences and meanings, or to study something that can’t be described numerically, collect qualitative data .

If you want to develop a more mechanistic understanding of a topic, or your research involves hypothesis testing , collect quantitative data .


Qualitative
Quantitative		.

You can also take a mixed methods approach, where you use both qualitative and quantitative research methods.

Primary vs secondary data

Primary data are any original information that you collect for the purposes of answering your research question (e.g. through surveys , observations and experiments ). Secondary data are information that has already been collected by other researchers (e.g. in a government census or previous scientific studies).

If you are exploring a novel research question, you’ll probably need to collect primary data. But if you want to synthesise existing knowledge, analyse historical trends, or identify patterns on a large scale, secondary data might be a better choice.


Primary
Secondary

Descriptive vs experimental data

In descriptive research , you collect data about your study subject without intervening. The validity of your research will depend on your sampling method .

In experimental research , you systematically intervene in a process and measure the outcome. The validity of your research will depend on your experimental design .

To conduct an experiment, you need to be able to vary your independent variable , precisely measure your dependent variable, and control for confounding variables . If it’s practically and ethically possible, this method is the best choice for answering questions about cause and effect.


Descriptive
Experimental

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Research methods for collecting data
Research method	Primary or secondary?	Qualitative or quantitative?	When to use
	Primary	Quantitative	To test cause-and-effect relationships.
	Primary	Quantitative	To understand general characteristics of a population.
Interview/focus group	Primary	Qualitative	To gain more in-depth understanding of a topic.
Observation	Primary	Either	To understand how something occurs in its natural setting.
	Secondary	Either	To situate your research in an existing body of work, or to evaluate trends within a research topic.
	Either	Either	To gain an in-depth understanding of a specific group or context, or when you don’t have the resources for a large study.

Your data analysis methods will depend on the type of data you collect and how you prepare them for analysis.

Data can often be analysed both quantitatively and qualitatively. For example, survey responses could be analysed qualitatively by studying the meanings of responses or quantitatively by studying the frequencies of responses.

Qualitative analysis methods

Qualitative analysis is used to understand words, ideas, and experiences. You can use it to interpret data that were collected:

From open-ended survey and interview questions, literature reviews, case studies, and other sources that use text rather than numbers.
Using non-probability sampling methods .

Qualitative analysis tends to be quite flexible and relies on the researcher’s judgement, so you have to reflect carefully on your choices and assumptions.

Quantitative analysis methods

Quantitative analysis uses numbers and statistics to understand frequencies, averages and correlations (in descriptive studies) or cause-and-effect relationships (in experiments).

You can use quantitative analysis to interpret data that were collected either:

During an experiment.
Using probability sampling methods .

Because the data are collected and analysed in a statistically valid way, the results of quantitative analysis can be easily standardised and shared among researchers.

Research methods for analysing data
Research method	Qualitative or quantitative?	When to use
	Quantitative	To analyse data collected in a statistically valid manner (e.g. from experiments, surveys, and observations).
Meta-analysis	Quantitative	To statistically analyse the results of a large collection of studies. Can only be applied to studies that collected data in a statistically valid manner.
	Qualitative	To analyse data collected from interviews, focus groups or textual sources. To understand general themes in the data and how they are communicated.
	Either	To analyse large volumes of textual or visual data collected from surveys, literature reviews, or other sources. Can be quantitative (i.e. frequencies of words) or qualitative (i.e. meanings of words).

Quantitative research deals with numbers and statistics, while qualitative research deals with words and meanings.

Quantitative methods allow you to test a hypothesis by systematically collecting and analysing data, while qualitative methods allow you to explore ideas and experiences in depth.

In mixed methods research , you use both qualitative and quantitative data collection and analysis methods to answer your research question .

A sample is a subset of individuals from a larger population. Sampling means selecting the group that you will actually collect data from in your research.

For example, if you are researching the opinions of students in your university, you could survey a sample of 100 students.

Statistical sampling allows you to test a hypothesis about the characteristics of a population. There are various sampling methods you can use to ensure that your sample is representative of the population as a whole.

The research methods you use depend on the type of data you need to answer your research question .

If you want to measure something or test a hypothesis , use quantitative methods . If you want to explore ideas, thoughts, and meanings, use qualitative methods .
If you want to analyse a large amount of readily available data, use secondary data. If you want data specific to your purposes with control over how they are generated, collect primary data.
If you want to establish cause-and-effect relationships between variables , use experimental methods. If you want to understand the characteristics of a research subject, use descriptive methods.

Methodology refers to the overarching strategy and rationale of your research project . It involves studying the methods used in your field and the theories or principles behind them, in order to develop an approach that matches your objectives.

Methods are the specific tools and procedures you use to collect and analyse data (e.g. experiments, surveys , and statistical tests ).

In shorter scientific papers, where the aim is to report the findings of a specific study, you might simply describe what you did in a methods section .

In a longer or more complex research project, such as a thesis or dissertation , you will probably include a methodology section , where you explain your approach to answering the research questions and cite relevant sources to support your choice of methods.

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Advanced Research Methods

What Is Research?

Skills and Abilities

What kind of new knowledge, critical reading, handbooks and guides on research methods.

Library Research
Writing a Research Proposal
Writing the Research Paper
Presenting the Research Paper

Research Methods

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This guide was originally designed and written by Katalin Radics.

Research Help

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Research: Systematic investigation of a subject in order to find something new

The most important ones:

Curiosity, creativity
Passion, focus, interest, enthusiasm
Critical thinking
Strong analytic problem solving skills
Academic integrity
Good communication skills

(Based on Nicholas Walliman: Research Methods: the Basics. Routledge, 2011)

Categorization: form a typology of works, personalities, objects, etc.
Description: observe and write up what you consider typical, specific, or accidental
Explanation: answer the question: why?
Evaluation: make judgements and compare to a norm, scale, typology, etc.
Comparison: list the similarities and differences in order to better understand one or both of the compared things
Correlation: do two phenomena influence each other? How? Are there links between two things? Or, are they independent?
Prediction: on the basis of past correlations, tell how probable a future event, action, outcome, etc. could be.
Control/validation: in technology or sciences implementing the new correlation, correspondance, cause and effect, etc. In humanities: state the probability of similar correspondance, correlation, etc. in cases you have not investigated.

It is very important to fully understand and critically analyse the texts of primary and secondary literature.

Make judgements about the text.
Reflect about the content of the text and the way it is written. Make an effort to understand not only what is written, but also how the text portrays the subject.
Try to understand how the author of the text thinks about the subject matter and compare it with the way you, the reader would think about it.
Is the text an objective description of the subject? Or, does the text reflect biases, irony, creative imagination, hypotheses, etc.?
If the text is an interpretation (biased, ironical, etc.), what is the standpoint of the interpretation?
What is the author's purpose with the interpretation?
What kind of choice did the author make when s/he described the subject? In what kind of frame did the author place the subject?

Next: Library Research >>
Last Updated: May 16, 2024 10:20 AM
URL: https://guides.library.ucla.edu/research-methods

University Libraries
Research Guides
Topic Guides
Research Methods Guide
Research Design & Method

Research Methods Guide: Research Design & Method

Introduction
Survey Research
Interview Research
Data Analysis
Resources & Consultation

Tutorial Videos: Research Design & Method

Research Methods (sociology-focused)

Qualitative vs. Quantitative Methods (intro)

Qualitative vs. Quantitative Methods (advanced)

FAQ: Research Design & Method

What is the difference between Research Design and Research Method?

Research design is a plan to answer your research question. A research method is a strategy used to implement that plan. Research design and methods are different but closely related, because good research design ensures that the data you obtain will help you answer your research question more effectively.

Which research method should I choose ?

It depends on your research goal. It depends on what subjects (and who) you want to study. Let's say you are interested in studying what makes people happy, or why some students are more conscious about recycling on campus. To answer these questions, you need to make a decision about how to collect your data. Most frequently used methods include:

Observation / Participant Observation
Focus Groups
Experiments
Secondary Data Analysis / Archival Study
Mixed Methods (combination of some of the above)

One particular method could be better suited to your research goal than others, because the data you collect from different methods will be different in quality and quantity. For instance, surveys are usually designed to produce relatively short answers, rather than the extensive responses expected in qualitative interviews.

What other factors should I consider when choosing one method over another?

Time for data collection and analysis is something you want to consider. An observation or interview method, so-called qualitative approach, helps you collect richer information, but it takes time. Using a survey helps you collect more data quickly, yet it may lack details. So, you will need to consider the time you have for research and the balance between strengths and weaknesses associated with each method (e.g., qualitative vs. quantitative).

<< Previous: Introduction
Next: Survey Research >>
Last Updated: Aug 21, 2023 10:42 AM

Research Methodologies

What are research designs?
What are research methodologies?

What are research methods?

Quantitative research methods, qualitative research methods, mixed method approach, selecting the best research method.

Additional Sources

Research methods are different from research methodologies because they are the ways in which you will collect the data for your research project. The best method for your project largely depends on your topic, the type of data you will need, and the people or items from which you will be collecting data. The following boxes below contain a list of quantitative, qualitative, and mixed research methods.

Closed-ended questionnaires/survey: These types of questionnaires or surveys are like "multiple choice" tests, where participants must select from a list of premade answers. According to the content of the question, they must select the one that they agree with the most. This approach is the simplest form of quantitative research because the data is easy to combine and quantify.
Structured interviews: These are a common research method in market research because the data can be quantified. They are strictly designed for little "wiggle room" in the interview process so that the data will not be skewed. You can conduct structured interviews in-person, online, or over the phone (Dawson, 2019).

Constructing Questionnaires

When constructing your questions for a survey or questionnaire, there are things you can do to ensure that your questions are accurate and easy to understand (Dawson, 2019):

Keep the questions brief and simple.
Eliminate any potential bias from your questions. Make sure that they do not word things in a way that favor one perspective over another.
If your topic is very sensitive, you may want to ask indirect questions rather than direct ones. This prevents participants from being intimidated and becoming unwilling to share their true responses.
If you are using a closed-ended question, try to offer every possible answer that a participant could give to that question.
Do not ask questions that assume something of the participant. The question "How often do you exercise?" assumes that the participant exercises (when they may not), so you would want to include a question that asks if they exercise at all before asking them how often.
Try and keep the questionnaire as short as possible. The longer a questionnaire takes, the more likely the participant will not complete it or get too tired to put truthful answers.
Promise confidentiality to your participants at the beginning of the questionnaire.

Quantitative Research Measures

When you are considering a quantitative approach to your research, you need to identify why types of measures you will use in your study. This will determine what type of numbers you will be using to collect your data. There are four levels of measurement:

Nominal: These are numbers where the order of the numbers do not matter. They aim to identify separate information. One example is collecting zip codes from research participants. The order of the numbers does not matter, but the series of numbers in each zip code indicate different information (Adamson and Prion, 2013).
Ordinal: Also known as rankings because the order of these numbers matter. This is when items are given a specific rank according to specific criteria. A common example of ordinal measurements include ranking-based questionnaires, where participants are asked to rank items from least favorite to most favorite. Another common example is a pain scale, where a patient is asked to rank their pain on a scale from 1 to 10 (Adamson and Prion, 2013).
Interval: This is when the data are ordered and the distance between the numbers matters to the researcher (Adamson and Prion, 2013). The distance between each number is the same. An example of interval data is test grades.
Ratio: This is when the data are ordered and have a consistent distance between numbers, but has a "zero point." This means that there could be a measurement of zero of whatever you are measuring in your study (Adamson and Prion, 2013). An example of ratio data is measuring the height of something because the "zero point" remains constant in all measurements. The height of something could also be zero.

Focus Groups

This is when a select group of people gather to talk about a particular topic. They can also be called discussion groups or group interviews (Dawson, 2019). They are usually lead by a moderator to help guide the discussion and ask certain questions. It is critical that a moderator allows everyone in the group to get a chance to speak so that no one dominates the discussion. The data that are gathered from focus groups tend to be thoughts, opinions, and perspectives about an issue.

Advantages of Focus Groups

Only requires one meeting to get different types of responses.
Less researcher bias due to participants being able to speak openly.
Helps participants overcome insecurities or fears about a topic.
The researcher can also consider the impact of participant interaction.

Disadvantages of Focus Groups

Participants may feel uncomfortable to speak in front of an audience, especially if the topic is sensitive or controversial.
Since participation is voluntary, not every participant may contribute equally to the discussion.
Participants may impact what others say or think.
A researcher may feel intimidated by running a focus group on their own.
A researcher may need extra funds/resources to provide a safe space to host the focus group.
Because the data is collective, it may be difficult to determine a participant's individual thoughts about the research topic.

Observation

There are two ways to conduct research observations:

Direct Observation: The researcher observes a participant in an environment. The researcher often takes notes or uses technology to gather data, such as a voice recorder or video camera. The researcher does not interact or interfere with the participants. This approach is often used in psychology and health studies (Dawson, 2019).
Participant Observation: The researcher interacts directly with the participants to get a better understanding of the research topic. This is a common research method when trying to understand another culture or community. It is important to decide if you will conduct a covert (participants do not know they are part of the research) or overt (participants know the researcher is observing them) observation because it can be unethical in some situations (Dawson, 2019).

Open-Ended Questionnaires

These types of questionnaires are the opposite of "multiple choice" questionnaires because the answer boxes are left open for the participant to complete. This means that participants can write short or extended answers to the questions. Upon gathering the responses, researchers will often "quantify" the data by organizing the responses into different categories. This can be time consuming because the researcher needs to read all responses carefully.

Semi-structured Interviews

This is the most common type of interview where researchers aim to get specific information so they can compare it to other interview data. This requires asking the same questions for each interview, but keeping their responses flexible. This means including follow-up questions if a subject answers a certain way. Interview schedules are commonly used to aid the interviewers, which list topics or questions that will be discussed at each interview (Dawson, 2019).

Theoretical Analysis

Often used for nonhuman research, theoretical analysis is a qualitative approach where the researcher applies a theoretical framework to analyze something about their topic. A theoretical framework gives the researcher a specific "lens" to view the topic and think about it critically. it also serves as context to guide the entire study. This is a popular research method for analyzing works of literature, films, and other forms of media. You can implement more than one theoretical framework with this method, as many theories complement one another.

Common theoretical frameworks for qualitative research are (Grant and Osanloo, 2014):

Behavioral theory
Change theory
Cognitive theory
Content analysis
Cross-sectional analysis
Developmental theory
Feminist theory
Gender theory
Marxist theory
Queer theory
Systems theory
Transformational theory

Unstructured Interviews

These are in-depth interviews where the researcher tries to understand an interviewee's perspective on a situation or issue. They are sometimes called life history interviews. It is important not to bombard the interviewee with too many questions so they can freely disclose their thoughts (Dawson, 2019).

Open-ended and closed-ended questionnaires: This approach means implementing elements of both questionnaire types into your data collection. Participants may answer some questions with premade answers and write their own answers to other questions. The advantage to this method is that you benefit from both types of data collection to get a broader understanding of you participants. However, you must think carefully about how you will analyze this data to arrive at a conclusion.

Other mixed method approaches that incorporate quantitative and qualitative research methods depend heavily on the research topic. It is strongly recommended that you collaborate with your academic advisor before finalizing a mixed method approach.

How do you determine which research method would be best for your proposal? This heavily depends on your research objective. According to Dawson (2019), there are several questions to ask yourself when determining the best research method for your project:

Are you good with numbers and mathematics?
Would you be interested in conducting interviews with human subjects?
Would you enjoy creating a questionnaire for participants to complete?
Do you prefer written communication or face-to-face interaction?
What skills or experiences do you have that might help you with your research? Do you have any experiences from past research projects that can help with this one?
How much time do you have to complete the research? Some methods take longer to collect data than others.
What is your budget? Do you have adequate funding to conduct the research in the method you want?
How much data do you need? Some research topics need only a small amount of data while others may need significantly larger amounts.
What is the purpose of your research? This can provide a good indicator as to what research method will be most appropriate.
<< Previous: What are research methodologies?
Next: Additional Sources >>
Last Updated: Aug 2, 2022 2:36 PM
URL: https://library.tiffin.edu/researchmethodologies

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Home Market Research

What is Research: Definition, Methods, Types & Examples

The search for knowledge is closely linked to the object of study; that is, to the reconstruction of the facts that will provide an explanation to an observed event and that at first sight can be considered as a problem. It is very human to seek answers and satisfy our curiosity. Let’s talk about research.

Content Index

What is Research?

What are the characteristics of research.

Comparative analysis chart

Qualitative methods

Quantitative methods, 8 tips for conducting accurate research.

Research is the careful consideration of study regarding a particular concern or research problem using scientific methods. According to the American sociologist Earl Robert Babbie, “research is a systematic inquiry to describe, explain, predict, and control the observed phenomenon. It involves inductive and deductive methods.”

Inductive methods analyze an observed event, while deductive methods verify the observed event. Inductive approaches are associated with qualitative research , and deductive methods are more commonly associated with quantitative analysis .

Research is conducted with a purpose to:

Identify potential and new customers
Understand existing customers
Set pragmatic goals
Develop productive market strategies
Address business challenges
Put together a business expansion plan
Identify new business opportunities
Good research follows a systematic approach to capture accurate data. Researchers need to practice ethics and a code of conduct while making observations or drawing conclusions.
The analysis is based on logical reasoning and involves both inductive and deductive methods.
Real-time data and knowledge is derived from actual observations in natural settings.
There is an in-depth analysis of all data collected so that there are no anomalies associated with it.
It creates a path for generating new questions. Existing data helps create more research opportunities.
It is analytical and uses all the available data so that there is no ambiguity in inference.
Accuracy is one of the most critical aspects of research. The information must be accurate and correct. For example, laboratories provide a controlled environment to collect data. Accuracy is measured in the instruments used, the calibrations of instruments or tools, and the experiment’s final result.

What is the purpose of research?

There are three main purposes:

Exploratory: As the name suggests, researchers conduct exploratory studies to explore a group of questions. The answers and analytics may not offer a conclusion to the perceived problem. It is undertaken to handle new problem areas that haven’t been explored before. This exploratory data analysis process lays the foundation for more conclusive data collection and analysis.

LEARN ABOUT: Descriptive Analysis

Descriptive: It focuses on expanding knowledge on current issues through a process of data collection. Descriptive research describe the behavior of a sample population. Only one variable is required to conduct the study. The three primary purposes of descriptive studies are describing, explaining, and validating the findings. For example, a study conducted to know if top-level management leaders in the 21st century possess the moral right to receive a considerable sum of money from the company profit.

LEARN ABOUT: Best Data Collection Tools

Explanatory: Causal research or explanatory research is conducted to understand the impact of specific changes in existing standard procedures. Running experiments is the most popular form. For example, a study that is conducted to understand the effect of rebranding on customer loyalty.

Here is a comparative analysis chart for a better understanding:


Approach used	Unstructured	Structured	Highly structured
Conducted through	Asking questions	Asking questions	By using hypotheses.
Time	Early stages of decision making	Later stages of decision making	Later stages of decision making

It begins by asking the right questions and choosing an appropriate method to investigate the problem. After collecting answers to your questions, you can analyze the findings or observations to draw reasonable conclusions.

When it comes to customers and market studies, the more thorough your questions, the better the analysis. You get essential insights into brand perception and product needs by thoroughly collecting customer data through surveys and questionnaires . You can use this data to make smart decisions about your marketing strategies to position your business effectively.

To make sense of your study and get insights faster, it helps to use a research repository as a single source of truth in your organization and manage your research data in one centralized data repository .

Types of research methods and Examples

Research methods are broadly classified as Qualitative and Quantitative .

Both methods have distinctive properties and data collection methods .

Qualitative research is a method that collects data using conversational methods, usually open-ended questions . The responses collected are essentially non-numerical. This method helps a researcher understand what participants think and why they think in a particular way.

Types of qualitative methods include:

One-to-one Interview
Focus Groups
Ethnographic studies
Text Analysis

Quantitative methods deal with numbers and measurable forms . It uses a systematic way of investigating events or data. It answers questions to justify relationships with measurable variables to either explain, predict, or control a phenomenon.

Types of quantitative methods include:

Survey research
Descriptive research
Correlational research

LEARN MORE: Descriptive Research vs Correlational Research

Remember, it is only valuable and useful when it is valid, accurate, and reliable. Incorrect results can lead to customer churn and a decrease in sales.

It is essential to ensure that your data is:

Valid – founded, logical, rigorous, and impartial.
Accurate – free of errors and including required details.
Reliable – other people who investigate in the same way can produce similar results.
Timely – current and collected within an appropriate time frame.
Complete – includes all the data you need to support your business decisions.

Gather insights

Identify the main trends and issues, opportunities, and problems you observe. Write a sentence describing each one.
Keep track of the frequency with which each of the main findings appears.
Make a list of your findings from the most common to the least common.
Evaluate a list of the strengths, weaknesses, opportunities, and threats identified in a SWOT analysis .
Prepare conclusions and recommendations about your study.
Act on your strategies
Look for gaps in the information, and consider doing additional inquiry if necessary
Plan to review the results and consider efficient methods to analyze and interpret results.

Review your goals before making any conclusions about your study. Remember how the process you have completed and the data you have gathered help answer your questions. Ask yourself if what your analysis revealed facilitates the identification of your conclusions and recommendations.

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There are 4 modules in this course

This MOOC is about demystifying research and research methods. It will outline the fundamentals of doing research, aimed primarily, but not exclusively, at the postgraduate level. It places the student experience at the centre of our endeavours by engaging learners in a range of robust and challenging discussions and exercises befitting SOAS, University of London's status as a research-intensive university and its rich research heritage.

The course will appeal to those of you who require an understanding of research approaches and skills, and importantly an ability to deploy them in your studies or in your professional lives. In particular, this course will aid those of you who have to conduct research as part of your postgraduate studies but do not perhaps have access to research methods courses, or for those of you who feel you would like additional support for self-improvement. No prior knowledge or experience in research is required to take this course and as such, the course is for everyone. This MOOC draws on a wealth of existing course material developed to support research training across SOAS, University of London and particularly drawing from the Centre for International Studies and Diplomacy (CISD). In 2015, the course was nominated for the prestigious Guardian University Award for its innovative approach to online learning. Participation in or completion of this online course will not confer academic credit for University of London programmes

E-tivity 1: What Is Research and What Makes a Good Research Question?

PURPOSE: To focus upon formulating a research question. TASK: Please compose a brief question pertaining to your proposed research - whatever the subject - and post it under the 'My Project' tab in the peer review exercise below. Be brief insofar as it would fit on one metaphorical or literal 'Post-It' note. Also watch our interview videos below. RESPONSE: Having reflected on the videos, review other students' questions. Feeding back is an important part of the research process, so please spend some time providing considered feedback for three or more colleagues here. OUTCOME: You will have given considered thought to composing a research question and provided feedback to others on theirs.

What's included

6 videos 1 reading 1 peer review

6 videos • Total 16 minutes

How to Work with Criticism • 3 minutes • Preview module
E-tivity 1 - Instructors' Commentary • 3 minutes
Rob Denny says... • 1 minute
Sandra Halperin says... • 3 minutes
Michael Hutt says... • 2 minutes
Myrrh Domingo says... • 1 minute

1 reading • Total 10 minutes

Read Me First • 10 minutes

1 peer review • Total 60 minutes

E-tivity 1 • 60 minutes

E-tivity 2: What Is a Literature Review and Why Do We Need to Do One?

PURPOSE: To familiarise yourself with the nature and benefits of conducting a literature review. TASK: Please read the following three pieces on literature review, in conjunction with the interviews below. Then post your thoughts on one of the readings to the 'My Project' tab of the peer review (200 words). RESPONSE: Provide feedback on three or more submissions by your fellow students. OUTCOME: Upon the completion of the full cycle of this e-tivity, you will be able to distinguish the qualities of a literature review and begin to reflect on the value of a literature review to your own project.

4 videos 1 reading 1 peer review

4 videos • Total 12 minutes

E-tivity 2 - Instructors' Commentary • 5 minutes • Preview module
Sandra Halperin says... • 2 minutes
Reza Gholami says... • 1 minute
Charlotte Horlyck says... • 3 minutes

1 reading • Total 30 minutes

E-tivity 2 - Readings • 30 minutes
E-tivity 2 • 60 minutes

E-tivity 3: Why Are Planning and Management Skills Important for Research?

PURPOSE: To be aware of the planning and management skills that are required in undertaking critical thinking for your research. TASK: Please watch the videos below, and also read the chapter provided. In conjunction with your reflections on the learning material provided and also research planning and management in general, please post your thoughts on the chapter, in no more than 400 words, under the 'My Project' tab. RESPONSE: Provide feedback on three or more submissions by your fellow students. OUTCOME: Upon the completion of the full cycle of this e-tivity, you will have reflected on the skills required to enhance your research.

5 videos 1 reading 1 peer review

5 videos • Total 12 minutes

E-tivity 3 - Instructors' Commentary • 3 minutes • Preview module
Gina Heathcote says... • 1 minute
E-tivity 3 - Reading • 30 minutes
E-tivity 3 • 60 minutes

E-tivity 4: How Do You Know You Have Been a Good Researcher at the End of a Project?

PURPOSE: To reflect upon the value of a good question, and provide an outline research proposal. TASK: In conjunction with our videos below, please go back to your research question proposed during E-tivity 1 and consider again whether you are still happy with it. Is the question one you are still interested in and one you think worthy of devoting your time and energy to? If so, after reflecting on your question, please compose an outline plan on how you would follow on from establishing your research question. Please submit your proposal, up to 800 words. RESPONSE: Provide feedback on three or more proposals submitted by your fellow students. OUTCOME: Upon the completion of the full cycle of this e-tivity, you will have formulated, in draft form, an overarching research question, and a plan of action to complete the research. In doing this, you will have honed your writing, research and analytical skills.

4 videos 1 peer review

4 videos • Total 7 minutes

E-tivity 4 - Instructors' Commentary • 3 minutes • Preview module
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Rob Denny says... • 0 minutes
E-tivity 4 • 60 minutes

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Research Methods

Research methods is a broad term. While methods of data collection and data analysis represent the core of research methods, you have to address a range of additional elements within the scope of your research.

The most important elements of research methodology expected to be covered in business dissertation at Bachelor’s, Master’s and PhD levels include research philosophy, types of reseaerch, research approach, methods of data collection, sampling and ethical considerations.

Let’s look briefly at each of them separately.

1. Research philosophy

Research philosophy is associated with clarification of assumption about the nature and the source of knowledge. All studies are based on some kind of assumptions about the world and the ways of understanding the world. There is no consensus among philosophers about the most appropriate ways of understanding the world; therefore, you are expected to clarify the philosophy you have chosen to understand your research problem.

In simple words, research phislophy refers to your beliefe about how data should be collected, analysed and used. Accordingly, clarification of reseaerch philosophy is a starting point for the choice of research methods.

Positivism and phenomenology are the two main contrasting research philosophies related to business studies. Positivism is an objective approach which relies on facts and quantitative data. Phenomenology, on the contrary, takes into account subjective human interests and focuses on meanings rather than hard data. You have to specify in your dissertation which philosophy you are following.

You can read more about research philosophy here .

2. Types of Research

Reseach methods also depend on the type of research accprding to the purpose of the study. Specifically, according to their purpose, studies can be classified either as applied research or fundamental research.

Applied research , also known as action research, aims to find solution for immediate and specific problem(s). Accordingly, findings of applised studies are valuable on practical levels and can be applied to address concrete problems.

Fundamental research , on the other hand, also known as basic research or pure research, aims to contribute to the overall scope of knowledge in the research area without immediate practical implications. Findings of fundamental studies cannot be used to solve immediate and specific business problems.

You can read more about types of researches here .

3. Research approach

Research approach is another important element of research methodology that directly effects the choice of specific research methods. Research approach can be divided into two, inductive and deductive categories. If you decide to find answer to specific research question(s) formulated in the beginning of the research process, you would be following an inductive approach. Alternatively, if you choose to achieve research objective(s) via testing hypotheses, your research approach can be specified as deductive. The choice between the two depends on a set of factors such as the area of study, research philosophy, the nature of the research problem and others.

You can read more about research approach here .

4. Research design

Research design can be exploratory or conclusive . If you want merely explore the research problem and you do not want to produce final and conclusive evidences to the research problem, your research design would be exploratory. Conclusive research design, on the contrary, aims to provide final and conclusive answers to the research question. Conclusive research be further divided into two sub-categories.

You can read more about research design here .

5. Data collection methods

There are two types of data – primary and secondary. Primary data is a type of data which never existed before, hence it was not previously published. Primary data is collected for a specific purpose, i.e. they are critically analyzed to find answers to research question(s). Secondary data, on the other hand, refers to a type of data that has been previously published in journals, magazines, newspapers, books, online portals and other sources.

Dissertations can be based solely on the secondary data, without a need for the primary data. However, the opposite is not true i.e. no research can be completed only using primary data and secondary data collection and analysis is compulsory for all dissertations.

Primary data collection methods can be divided into two categories: qualitative and quantitative.

The main differences between qualitative and quantitative research methods can be summarized in the following points:

Firstly, the concepts in quantitative research methods are usually expressed in the forms of variables, while the concepts in qualitative research methods are expressed in motives and generalizations.

Secondly, quantitative research methods and measures are usually universal, like formulas for finding mean, median and mode for a set of data, whereas, in qualitative research each research is approached individually and individual measures are developed to interpret the primary data taking into account the unique characteristics of the research.

Thirdly, data in quantitative research appears in the forms of numbers and specific measurements and in qualitative research data can be in forms of words, images, transcripts, etc.

Fourthly, research findings in quantitative research can be illustrated in the forms of tables, graphs and pie-charts, whereas, research findings in qualitative studies is usually presented in analysis by only using words.

The following table presents the main differences between qualitative and quantitative research methods:


	Phenomena are described numerically	Phenomena are described in a narrative fashion
	Descriptive and inferential statistics	Identification of major schemes
	Specific questions or hypotheses	Broad, thematic concerns
	Large sample, statistical validity, accurately reflects the population	Rich, in-depth, narrative description of sample
	Superficial understanding of participants’ thoughts and feelings	Small sample, not generalizable to the population at large

The most popular qualitative methods of data collection and analysis in business studies are interviews , focus groups , observation , case studies , games and role playing etc.

Popular quantitative methods of data collection and analysis, on the other hand, include correlation analysis , regression analysis , mean, mode and median and others.

6. Sampling

Sampling is a principle that specifies the conditions and guides the process of selecting the members of population to participate in the study and to contribute as sources for primary data. The choice of sampling method determines the accuracy of research findings, reliability and validity of the study and has immense implications on the overall quality of the study.

You can read more about sampling here .

7. Ethical Considerations

Regardless of your choice of research methods, you are obliged to address ethical aspects of writing a dissertation in a proactive manner. Here you have to state that you have avoided misconducts during that research process and your dissertation is free from contradictions on ethical grounds and this statement must be true.

You can read more about ethical considerations here .

My e-book, The Ultimate Guide to Writing a Dissertation in Business Studies: a step by step assistance offers practical assistance to complete a dissertation with minimum or no stress. The e-book covers all stages of writing a dissertation starting from the selection to the research area to submitting the completed version of the work within the deadline. John Dudovskiy

Principles of Social Research Methodology

© 2022
M. Rezaul Islam 0 ,
Niaz Ahmed Khan 1 ,
Rajendra Baikady 2

Centre for Family and Child Studies, Research Institute of Humanities and Social Sciences, University of Sharjah, Sharjah, United Arab Emirates

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Department of Development Studies, University of Dhaka, Dhaka, Bangladesh

Department of social work, school of humanities, university of johannesburg, johannesburg, south africa.

Emphasizes the essentials and fundamentals of research methodologies
Covers the entire research process, beginning with the conception of the research problem
Combines theory and practical application to familiarize the reader with the logic of research design

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About this book

This book is a definitive, comprehensive understanding to social science research methodology. It covers both qualitative and quantitative approaches. The book covers the entire research process, beginning with the conception of the research problem to publication of findings. The text combines theory and practical application to familiarize the reader with the logic of research design, the logic and techniques of data analysis, and the fundamentals and implications of various data collection techniques. Organized in seven sections and easy to read chapters, the text emphasizes the importance of clearly defined research questions and well-constructed practical explanations and illustrations. A key contribution to the methodology literature, the book is an authoritative resource for policymakers, practitioners, graduate and advanced research students, and educators in all social science disciplines.

Introduction

The potential of working hypotheses for deductive exploratory research

Research Design and Methodology

Social Science Research
Social Research Methods
Qualitative Research
Quantitative Research
Mixed Method Research
Research Design

Table of contents (35 chapters)

Front matter, introduction to social research, inquiry: a fundamental concept for scientific investigation.

M. Rezaul Islam

Research: Meaning and Purpose

Kazi Abusaleh, Akib Bin Anwar

Social Research: Definitions, Types, Nature, and Characteristics

Kanamik Kani Khan, Md. Mohsin Reza

Theory in Social Research

Mumtaz Ali, Maya Khemlani David, Kuang Ching Hei

Philosophy of Social Science and Research Paradigms

Inductive and/or deductive research designs.

Md. Shahidul Haque
Premalatha Karupiah

Critical Theory in Social Research: A Theoretical and Methodological Outlook

Ashek Mahmud, Farhana Zaman

Narrative Inquiry, Phenomenology, and Grounded Theory in Qualitative Research

Rabiul Islam, Md. Sayeed Akhter
Md. Rafiqul Islam

Quantitative Research Approach

Designing research proposal in quantitative approach.

Md. Rezaul Karim

Experimental Method

Syed Tanveer Rahman, Md. Rabiul Islam

Social Survey Method

Isahaque Ali, Azlinda Azman, Shahid Mallick, Tahmina Sultana, Zulkarnain A. Hatta

Survey Questionnaire

Shofiqur Rahman Chowdhury, Mohammad Ali Oakkas, Faisal Ahmmed

Interview Method

Hazreena Hussein

Sampling Techniques for Quantitative Research

Moniruzzaman Sarker, Mohammed Abdulmalek AL-Muaalemi

Data Analysis Techniques for Quantitative Study

Editors and affiliations.

Niaz Ahmed Khan

Rajendra Baikady

About the editors

Bibliographic information.

Book Title : Principles of Social Research Methodology

Editors : M. Rezaul Islam, Niaz Ahmed Khan, Rajendra Baikady

DOI : https://doi.org/10.1007/978-981-19-5441-2

Publisher : Springer Singapore

eBook Packages : Social Sciences

Copyright Information : The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2022

Hardcover ISBN : 978-981-19-5219-7 Published: 27 October 2022

Softcover ISBN : 978-981-19-5524-2 Published: 28 October 2023

eBook ISBN : 978-981-19-5441-2 Published: 26 October 2022

Edition Number : 1

Number of Pages : XXXI, 508

Number of Illustrations : 24 b/w illustrations, 45 illustrations in colour

Topics : Social Work , Education, general

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Methodology

What Is Qualitative Research? | Methods & Examples

What Is Qualitative Research? | Methods & Examples

Published on June 19, 2020 by Pritha Bhandari . Revised on June 22, 2023.

Qualitative research involves collecting and analyzing non-numerical data (e.g., text, video, or audio) to understand concepts, opinions, or experiences. It can be used to gather in-depth insights into a problem or generate new ideas for research.

Qualitative research is the opposite of quantitative research , which involves collecting and analyzing numerical data for statistical analysis.

Qualitative research is commonly used in the humanities and social sciences, in subjects such as anthropology, sociology, education, health sciences, history, etc.

How does social media shape body image in teenagers?
How do children and adults interpret healthy eating in the UK?
What factors influence employee retention in a large organization?
How is anxiety experienced around the world?
How can teachers integrate social issues into science curriculums?

Approaches to qualitative research, qualitative research methods, qualitative data analysis, advantages of qualitative research, disadvantages of qualitative research, other interesting articles, frequently asked questions about qualitative research.

Qualitative research is used to understand how people experience the world. While there are many approaches to qualitative research, they tend to be flexible and focus on retaining rich meaning when interpreting data.

Common approaches include grounded theory, ethnography , action research , phenomenological research, and narrative research. They share some similarities, but emphasize different aims and perspectives.

Qualitative research approaches
Approach	What does it involve?
Grounded theory	Researchers collect rich data on a topic of interest and develop theories .
	Researchers immerse themselves in groups or organizations to understand their cultures.
Action research	Researchers and participants collaboratively link theory to practice to drive social change.
Phenomenological research	Researchers investigate a phenomenon or event by describing and interpreting participants’ lived experiences.
Narrative research	Researchers examine how stories are told to understand how participants perceive and make sense of their experiences.

Note that qualitative research is at risk for certain research biases including the Hawthorne effect , observer bias , recall bias , and social desirability bias . While not always totally avoidable, awareness of potential biases as you collect and analyze your data can prevent them from impacting your work too much.

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Each of the research approaches involve using one or more data collection methods . These are some of the most common qualitative methods:

Observations: recording what you have seen, heard, or encountered in detailed field notes.
Interviews: personally asking people questions in one-on-one conversations.
Focus groups: asking questions and generating discussion among a group of people.
Surveys : distributing questionnaires with open-ended questions.
Secondary research: collecting existing data in the form of texts, images, audio or video recordings, etc.
You take field notes with observations and reflect on your own experiences of the company culture.
You distribute open-ended surveys to employees across all the company’s offices by email to find out if the culture varies across locations.
You conduct in-depth interviews with employees in your office to learn about their experiences and perspectives in greater detail.

Qualitative researchers often consider themselves “instruments” in research because all observations, interpretations and analyses are filtered through their own personal lens.

For this reason, when writing up your methodology for qualitative research, it’s important to reflect on your approach and to thoroughly explain the choices you made in collecting and analyzing the data.

Qualitative data can take the form of texts, photos, videos and audio. For example, you might be working with interview transcripts, survey responses, fieldnotes, or recordings from natural settings.

Most types of qualitative data analysis share the same five steps:

Prepare and organize your data. This may mean transcribing interviews or typing up fieldnotes.
Review and explore your data. Examine the data for patterns or repeated ideas that emerge.
Develop a data coding system. Based on your initial ideas, establish a set of codes that you can apply to categorize your data.
Assign codes to the data. For example, in qualitative survey analysis, this may mean going through each participant’s responses and tagging them with codes in a spreadsheet. As you go through your data, you can create new codes to add to your system if necessary.
Identify recurring themes. Link codes together into cohesive, overarching themes.

There are several specific approaches to analyzing qualitative data. Although these methods share similar processes, they emphasize different concepts.

Qualitative data analysis
Approach	When to use	Example
	To describe and categorize common words, phrases, and ideas in qualitative data.	A market researcher could perform content analysis to find out what kind of language is used in descriptions of therapeutic apps.
	To identify and interpret patterns and themes in qualitative data.	A psychologist could apply thematic analysis to travel blogs to explore how tourism shapes self-identity.
	To examine the content, structure, and design of texts.	A media researcher could use textual analysis to understand how news coverage of celebrities has changed in the past decade.
	To study communication and how language is used to achieve effects in specific contexts.	A political scientist could use discourse analysis to study how politicians generate trust in election campaigns.

Qualitative research often tries to preserve the voice and perspective of participants and can be adjusted as new research questions arise. Qualitative research is good for:

Flexibility

The data collection and analysis process can be adapted as new ideas or patterns emerge. They are not rigidly decided beforehand.

Natural settings

Data collection occurs in real-world contexts or in naturalistic ways.

Meaningful insights

Detailed descriptions of people’s experiences, feelings and perceptions can be used in designing, testing or improving systems or products.

Generation of new ideas

Open-ended responses mean that researchers can uncover novel problems or opportunities that they wouldn’t have thought of otherwise.

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Researchers must consider practical and theoretical limitations in analyzing and interpreting their data. Qualitative research suffers from:

Unreliability

The real-world setting often makes qualitative research unreliable because of uncontrolled factors that affect the data.

Subjectivity

Due to the researcher’s primary role in analyzing and interpreting data, qualitative research cannot be replicated . The researcher decides what is important and what is irrelevant in data analysis, so interpretations of the same data can vary greatly.

Limited generalizability

Small samples are often used to gather detailed data about specific contexts. Despite rigorous analysis procedures, it is difficult to draw generalizable conclusions because the data may be biased and unrepresentative of the wider population .

Labor-intensive

Although software can be used to manage and record large amounts of text, data analysis often has to be checked or performed manually.

If you want to know more about statistics , methodology , or research bias , make sure to check out some of our other articles with explanations and examples.

Chi square goodness of fit test
Degrees of freedom
Null hypothesis
Discourse analysis
Control groups
Mixed methods research
Non-probability sampling
Quantitative research
Inclusion and exclusion criteria

Research bias

Rosenthal effect
Implicit bias
Cognitive bias
Selection bias
Negativity bias
Status quo bias

Quantitative research deals with numbers and statistics, while qualitative research deals with words and meanings.

Quantitative methods allow you to systematically measure variables and test hypotheses . Qualitative methods allow you to explore concepts and experiences in more detail.

There are five common approaches to qualitative research :

Grounded theory involves collecting data in order to develop new theories.
Ethnography involves immersing yourself in a group or organization to understand its culture.
Narrative research involves interpreting stories to understand how people make sense of their experiences and perceptions.
Phenomenological research involves investigating phenomena through people’s lived experiences.
Action research links theory and practice in several cycles to drive innovative changes.

Data collection is the systematic process by which observations or measurements are gathered in research. It is used in many different contexts by academics, governments, businesses, and other organizations.

There are various approaches to qualitative data analysis , but they all share five steps in common:

Prepare and organize your data.
Review and explore your data.
Develop a data coding system.
Assign codes to the data.
Identify recurring themes.

The specifics of each step depend on the focus of the analysis. Some common approaches include textual analysis , thematic analysis , and discourse analysis .

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Research Methods Definitions Types and Examples

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Research Methods
Research methods are specific procedures for collecting and analyzing data. Developing your research methods is an integral part of your research design. When planning your methods, there are two key decisions you will make. First, decide how you will collect data. Your methods depend on what type of data you need to answer your research question:
Research Methods
Quantitative research methods are used to collect and analyze numerical data. This type of research is useful when the objective is to test a hypothesis, determine cause-and-effect relationships, and measure the prevalence of certain phenomena. Quantitative research methods include surveys, experiments, and secondary data analysis.
Research Methods: What are research methods?
What are research methods. Research methods are the strategies, processes or techniques utilized in the collection of data or evidence for analysis in order to uncover new information or create better understanding of a topic. There are different types of research methods which use different tools for data collection.
What is Research Methodology? Definition, Types, and Examples
Definition, Types, and Examples. Research methodology 1,2 is a structured and scientific approach used to collect, analyze, and interpret quantitative or qualitative data to answer research questions or test hypotheses. A research methodology is like a plan for carrying out research and helps keep researchers on track by limiting the scope of ...
Research Methodology
The research methodology is an important section of any research paper or thesis, as it describes the methods and procedures that will be used to conduct the research. It should include details about the research design, data collection methods, data analysis techniques, and any ethical considerations.
What is Research? Definition, Types, Methods and Process
Research is defined as a meticulous and systematic inquiry process designed to explore and unravel specific subjects or issues with precision. This methodical approach encompasses the thorough collection, rigorous analysis, and insightful interpretation of information, aiming to delve deep into the nuances of a chosen field of study.
What Is Research Methodology? Definition + Examples
As we mentioned, research methodology refers to the collection of practical decisions regarding what data you'll collect, from who, how you'll collect it and how you'll analyse it. Research design, on the other hand, is more about the overall strategy you'll adopt in your study. For example, whether you'll use an experimental design ...
Research Methods--Quantitative, Qualitative, and More: Overview
About Research Methods. This guide provides an overview of research methods, how to choose and use them, and supports and resources at UC Berkeley. As Patten and Newhart note in the book Understanding Research Methods, "Research methods are the building blocks of the scientific enterprise. They are the "how" for building systematic knowledge.
Research Methods
Research methods are specific procedures for collecting and analysing data. Developing your research methods is an integral part of your research design. When planning your methods, there are two key decisions you will make. First, decide how you will collect data.
Types of Research Designs Compared
You can also create a mixed methods research design that has elements of both. Descriptive research vs experimental research. Descriptive research gathers data without controlling any variables, while experimental research manipulates and controls variables to determine cause and effect.
What Is Research?
Routledge, 2011) Categorization: form a typology of works, personalities, objects, etc. Description: observe and write up what you consider typical, specific, or accidental. Explanation: answer the question: why? Evaluation: make judgements and compare to a norm, scale, typology, etc. Comparison: list the similarities and differences in order ...
Research Methods Guide: Research Design & Method
Research design is a plan to answer your research question. A research method is a strategy used to implement that plan. Research design and methods are different but closely related, because good research design ensures that the data you obtain will help you answer your research question more effectively. Which research method should I choose?
What are research methods?
Research methods are different from research methodologies because they are the ways in which you will collect the data for your research project. The best method for your project largely depends on your topic, the type of data you will need, and the people or items from which you will be collecting data. The following boxes below contain a ...
What Is a Research Methodology?
Mixed methods combine the above two research methods, integrating both qualitative and quantitative approaches into one coherent analytical process. Step 4: Evaluate and justify the methodological choices you made. Above all, your methodology section should clearly make the case for why you chose the methods you did. This is especially true if ...
Research
Research design: Research design refers to the overall plan and structure of the study, including the type of study (e.g., observational, experimental), the sampling strategy, and the data collection and analysis methods. Sampling strategy: Sampling strategy refers to the method used to select a representative sample of participants or units ...
What is Research
Research is the careful consideration of study regarding a particular concern or research problem using scientific methods. According to the American sociologist Earl Robert Babbie, "research is a systematic inquiry to describe, explain, predict, and control the observed phenomenon. It involves inductive and deductive methods.".
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Research Methods
Research Methods. Research methods is a broad term. While methods of data collection and data analysis represent the core of research methods, you have to address a range of additional elements within the scope of your research. The most important elements of research methodology expected to be covered in business dissertation at Bachelor's ...
Research
Correlation Research Method . Non-empirical research. Non-empirical (theoretical) research is an approach that involves the development of theory as opposed to using observation and experimentation. As such, non-empirical research seeks solutions to problems using existing knowledge as its source. This, however, does not mean that new ideas and ...
Types of Research Methods (With Best Practices and Examples)
Research methods are processes used to collect data. You can use this data to analyze current methods or procedures and to find additional information on a topic. Professionals use research methods while studying medicine, human behavior and other scholarly topics. There are two main categories of research methods: qualitative research methods ...
Qualitative Research
Qualitative research is a type of research methodology that focuses on exploring and understanding people's beliefs, attitudes, behaviors, and experiences through the collection and analysis of non-numerical data. It seeks to answer research questions through the examination of subjective data, such as interviews, focus groups, observations ...
What Is a Research Design
A research design is a strategy for answering your research question using empirical data. Creating a research design means making decisions about: Your overall research objectives and approach. Whether you'll rely on primary research or secondary research. Your sampling methods or criteria for selecting subjects. Your data collection methods.
Principles of Social Research Methodology
This book is a definitive, comprehensive understanding to social science research methodology. It covers both qualitative and quantitative approaches. The book covers the entire research process, beginning with the conception of the research problem to publication of findings.
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What Is Qualitative Research?
Qualitative research involves collecting and analyzing non-numerical data (e.g., text, video, or audio) to understand concepts, opinions, or experiences. It can be used to gather in-depth insights into a problem or generate new ideas for research. Qualitative research is the opposite of quantitative research, which involves collecting and ...
PDF Federal Register /Vol. 89, No. 123/Wednesday, June 26, 2024 ...
the collection method for the other forms listed. In addition to web-based electronic forms, information may be collected through email or telephone. These methods enable individuals, private sector entities, personnel working at other federal or state agencies, and international entities, including individuals, companies and

Research Methods: What are research methods?

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Research Methods | Definition, Types, Examples

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Qualitative vs quantitative data

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Descriptive vs experimental data

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Qualitative analysis methods

Quantitative analysis methods

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There are 4 modules in this course

E-tivity 1: What Is Research and What Makes a Good Research Question?

What's included

6 videos • Total 16 minutes

1 reading • Total 10 minutes

1 peer review • Total 60 minutes

E-tivity 2: What Is a Literature Review and Why Do We Need to Do One?

4 videos • Total 12 minutes

1 reading • Total 30 minutes

E-tivity 3: Why Are Planning and Management Skills Important for Research?

5 videos • Total 12 minutes