Research Methods

Discussing research methods is often confusing because what is called a “method” may be a data collection technique (as in “survey research” and “focus groups”), or it may be an analytical technique (like “correlational studies” where data is analyzed to discover relationships between things). Even more confusing are the ways people use the terms “qualitative” and “quantitative.”

It really isn’t important to remember the jargon of the research industry; after all, research experts use technical terminology inconsistently. When selecting a research expert to partner with, feel confident that your own ability to think critically is valuable. If you do not feel comfortable “thinking together,” you may not have the right expert. On the other hand, if you can easily dialog until mutual clarity is achieved, you have found the basis of a research partnership.

Qualitative research is most easily described by what it is not, quantitative in nature. That is, qualitative research generally does not include numerical analysis of responses. In most sciences, “qualitative” research refers to the observation of the components or qualities of something being studied. For instance, in chemistry, it was qualitative studies that led to the understanding that water is made of hydrogen and oxygen atoms. In studies of human activity, we explore and identify people’s attitudes, perceptions and beliefs using techniques that probe or explore. In practice, qualitative research is synonymous with focus groups though it also applies to other methods (key-informant interviews, study circles, etc.). Quantitative investigation is analysis designed to determine the amounts or proportions of the components of something being studied. Knowing that water is made of hydrogen and oxygen atoms is a big discovery. Once the components are identified, we can then determine that a water molecule is made of 2 hydrogen atoms and one oxygen atom (H2O). Similarly, we can investigate human activity by counting how many times certain behaviors take place (buying a product, going to the gym), or how many times people respond to a question in a specific way. We can then make reasonable estimates, projections and predictions of how a population of people may behave. In the course of any particular study, a combination of qualitative and quantitative methods can be employed. And, different combinations of data collection and analysis techniques, also referred to as “research methods,” will be utilized. What follows are more detailed descriptions of frequently used research methods. Notice that the name of the method reflects the data collection process. Of course, different methods of data collection lend themselves to different analytical techniques. Focus groups, for instance, are by design representative only of the participants in the groups. They provide information that is directional and would need to be verified by quantitative research in order to confirm that they represent some larger population. Random surveys are conducted to be representative, but this is only certain if the survey design, sampling and data collections are rigorously and scientifically conducted.