RESEARCH

METHOD
Research methods are specific procedures for collecting and analyzing
data. Developing your research methods is an integral part of your
research design.
Research methods are broadly distinguished between the following
categories:

QUANTITATIVE QUALITATIVE MIXED METHOD

Quantitative
 Measure prevalence of issues, verify hypotheses and establish causal
relations between variables
 Large samples, structured data collection, and predominantly deductive
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
 Survey Research is defined as the process of conducting research using
surveys that researchers send to survey respondents. The data collected from
surveys is then statistically analyzed to draw meaningful research conclusions.

There are three main survey research methods, divided based on the medium of conducting survey
research:

Online/ Email: Online survey research is one of the most popular survey research methods today.
The cost involved in online survey research is extremely minimal, and the responses gathered are
highly accurate.
Phone: Survey research conducted over the telephone (CATI) can be useful in collecting data from a
more extensive section of the target population. There are chances that the money invested in phone
surveys will be higher than other mediums, and the time required will be higher.
Face-to-face: Researchers conduct face-to-face in-depth interviews in situations where there is a
complicated problem to solve. The response rate for this method is the highest, but it can be costly.
 Descriptive Research is defined as a research method that describes the
characteristics of the population or phenomenon studied.

There are two distinctive methods to conduct descriptive research.

• Observational Method
A quantitative observation is the objective collection of data, which is primarily focused on
numbers and values. It suggests “associated with, of or depicted in terms of a quantity.” Results
of quantitative observation are derived using statistical and numerical analysis methods. It
implies observation of any entity associated with a numeric value such as age, shape, weight,
volume, scale, etc.

• Case Study Method

Case studies involve in-depth research and study of individuals or groups. Case studies lead to a
hypothesis and widen a further scope of studying a phenomenon. However, case studies should
not be used to determine cause and effect as they can’t make accurate predictions because there
could be a bias on the researcher’s part.
 Qualitative
Explore and discover themes, develop theories, rather than verify
hypotheses and measure occurrences.
Smaller samples, semi-structured data collection, inductive analysis.

Qualitative method 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
One-to-one Interview is a valuable method of gaining insight into people's
perceptions, understandings and experiences of a given phenomenon and can
contribute to in-depth data collection. However, the interview is more than a
conversational interaction between two people and requires considerable
knowledge and skill on behalf of the interviewer.

Focus Group is best defined as a small group of carefully selected participants

who contribute to open discussions for research. The hosting organization
carefully selects participants for the study to represent the larger population
they’re attempting to target.

Ethnographic Studies involves observing people in their own environment to

understand their experiences, perspectives and everyday practices. This can give
in-depth insight into a particular context, group or culture.
Mixed Methods
 Combines both qualitative and quantitative to (1) collect and analyse both
types of data and (2) use both approaches in tandem

Mixed methods is a research approach whereby researchers collect and analyse

both quantitative and qualitative data within the same study. Mixed methods
can help you gain a more complete picture than a standalone quantitative or
qualitative study, as it integrates benefits of both methods.