Research Methods
Introduction
When you begin a research project, one of the first questions you will face is: How should I approach my study? This is where research methodology comes in.
A research methodology is the overall strategy or framework that guides how you collect, analyze, and interpret data. It provides the “why” and “how” behind your choice of research methods. For example, deciding to use surveys, interviews, or case studies are methods—but the reasoning behind those choices is your methodology.
Understanding research methodologies is important because:
They ensure your study is structured, logical, and credible.
They help you select the best tools to answer your research question.
They provide transparency, so others can understand and replicate your work.
It’s also important to distinguish between methodology and methods:
Methodology = the overall research design or approach (e.g., qualitative, quantitative, action research).
Methods = the specific techniques you use to gather and analyze data (e.g., surveys, interviews, participant observation).
Different disciplines may emphasize certain methodologies more than others, and your choice will depend on your research goals, the type of data you need, and any ethical considerations. This guide introduces common research methodologies, highlights their strengths and limitations, and points you to resources for deeper exploration.
Qualitative vs Quantitative Research
Action Research
Action research is a practical, problem-solving approach where the researcher works within a community, organization, or classroom to improve practices, processes, or outcomes. Unlike traditional research, which often focuses on theory or generalized knowledge, action research is applied and cyclical, aiming for immediate positive change.
When starting a research project, it’s important to understand the differences between qualitative and quantitative research, because each approach serves different purposes and answers different types of questions.
Qualitative research explores meaning, experiences, and context, asking questions like “why” or “how”. It emphasizes depth and richness, using descriptive data such as interviews, focus groups, and observations.
Quantitative research, on the other hand, focuses on numbers, measurement, and patterns. It often seeks to answer “how many”, “how often”, or “what is the relationship between variables”, using surveys, experiments, or structured observations.
Choosing the right approach depends on your research question, available data, and goals. Sometimes, researchers combine both approaches in mixed methods research to get a fuller picture.
Quantitative vs. Qualitative Research: The Differences Explained | Scribbr
A Quick Look at Qualitative vs Quantitative
| Feature | Qualitative Research | Quantitative Research |
|---|---|---|
| Focus | Understanding meaning, experiences, and context | Measuring patterns, relationships, or trends |
| Data Type | Words, images, observations, narratives | Numbers, statistics, measurable variables |
| Purpose | Explore, describe, interpret | Test hypotheses, quantify, generalize |
| Methods | Interviews, focus groups, case studies, ethnography, participant observation, life histories | Surveys, experiments, structured observations, secondary data analysis |
| Strengths | Rich, detailed insights; captures context | Measurable and often generalizable; reveals patterns and correlations |
| Limitations | Less generalizable; can be time-consuming; may introduce researcher bias | May overlook context or meaning; requires rigorous design; large samples often needed |
| Typical Questions | Why do people behave this way? How do participants experience this phenomenon? | How many people exhibit this behavior? Is there a relationship between X and Y? |
Quantitative Research
What is Quantitative Research?
Quantitative research focuses on exploring and understanding people’s experiences, perspectives, and social contexts. Instead of using numbers and statistics, it collects descriptive data such as words, images, or observations. Researchers often ask “why” and “how” questions to gain deeper insight into behaviors, beliefs, or cultural practices.
Qualitative Research
What is Qualitative Research?
Qualitative research focuses on exploring and understanding people’s experiences, perspectives, and social contexts. Instead of using numbers and statistics, it collects descriptive data such as words, images, or observations. Researchers often ask “why” and “how” questions to gain deeper insight into behaviors, beliefs, or cultural practices.
Helpful Professor Explains! : Quantitative Research: Definition, Pros & Cons (In 4 Minutes!)
Key Features
Uses numbers, statistics, and structured data.
Often involves hypothesis testing to confirm or reject assumptions.
Data is usually collected using standardized instruments (e.g., surveys, tests, experiments).
Emphasizes objectivity and replicability.
Common Approaches in Quantitative Research
Experiments – Manipulating one or more variables to observe their effect on an outcome.
Surveys/Questionnaires – Collecting data from a large group using structured questions.
Structured Observations – Recording observable behaviors according to predefined criteria.
Secondary Data Analysis – Using existing numerical datasets (e.g., census data, health statistics) for analysis.
Strengths
Provides measurable, often generalizable results.
Can reveal patterns, correlations, and causal relationships.
Data analysis is often faster with large datasets, especially using statistical software.
Limitations
May overlook the context or meaning behind the numbers.
Often requires large sample sizes for reliable results.
Design must be rigorous to avoid bias or invalid conclusions.
Examples of Research Questions
What is the correlation between study habits and exam scores among college students?
How does a new teaching method affect standardized test performance?
What percentage of employees report feeling satisfied with their workplace environment?
Helpful Professor Explains! : What is Qualitative Data? (Easiest Explanation)
Key Features
Works with non-numerical data (e.g., interview transcripts, field notes, videos, artifacts).
Aims for depth over breadth—understanding experiences in detail rather than generalizing widely.
Often interpretive, meaning the researcher plays an active role in making sense of the data.
Flexible and adaptive—methods can shift as new insights emerge.
Common Approaches in Qualitative Research
Case Studies – In-depth examination of a single case (an individual, group, organization, or event).
Ethnography – Immersive study of cultures or communities through long-term observation and participation.
Focus Groups – Guided group discussions used to explore shared experiences or opinions.
Life Histories – Collecting detailed personal narratives across an individual’s lifetime.
Participant Observation – The researcher takes part in the activities of a group while observing behaviors and interactions.
Strengths
Provides rich, detailed insights into complex human experiences.
Captures context, meaning, and social dynamics.
Flexible design allows exploration of unexpected findings.
Limitations
Findings are often specific to a small group and may not be generalizable.
Interpretation may introduce researcher bias.
Data collection and analysis can be time-intensive.
Examples of Research Questions
How do students experience online learning communities?
What role does cultural identity play in workplace collaboration?
How do patients describe their recovery journey after surgery?
Qualitative Research Examples
Qualitative research methods are designed to help researchers understand human experiences, social interactions, and cultural contexts in depth. Unlike quantitative approaches, which focus on numbers and statistical analysis, qualitative methods gather rich, descriptive data such as personal narratives, observations, and group discussions.
The methods highlighted in this section:
While this list is not exhaustive, these are some of the most commonly used approaches for exploring complex questions about behavior, culture, and lived experiences. Each method offers unique strengths and insights, depending on the research context and the type of questions being asked.
By learning the distinctions between these methods, students can choose the approach that best fits their research goals and develop skills to collect, analyze, and interpret qualitative data effectively.