Empirical research: Definition

Empirical research is defined as any research where conclusions of the study is strictly
drawn from concretely empirical evidence, and therefore “
verifiable”evidence.

This empirical evidence can be gathered using quantitative market research and
qualitative market research methods.

For example: A research is being conducted to find out if listening to happy music while
working may promote creativity? An experiment is conducted by using a music website
survey on a set of audience who are exposed to happy music and another set who are
not listening to music at all, and the subjects are then observed. The results derived from
such a research will give empirical evidence if it does promote creativity or not.

Types and methodologies of empirical research

Empirical research can be conducted and analysed using qualitative or quantitative
methods.

· Quantitative research: Quantitative research methods are used to gather information

through numerical data. It is used to quantify opinions, behaviors or other defined
variables. These are predetermined and are in a more structured format. Some of the
commonly used methods are survey, longitudinal studies, polls, etc
· Qualitative research: Qualitative research methods are used to gather non numerical
data. It is used to find meanings, opinions, or the underlying reasons from its subjects.
These methods are unstructured or semi structured. The sample size for such a
research is usually small and it is a conversational type of method to provide more
insight or in-depth information about the problem Some of the most popular forms of
methods are focus groups, experiments, interviews, etc.
Data collected from these will need to be analysed. Empirical evidence can also be
analysed either quantitatively and qualitatively. Using this, the researcher can answer
empirical questions which have to be clearly defined and answerable with the findings he
has got. The type of research design used will vary depending on the field in which it is
going to be used. Many of them might choose to do a collective research involving
quantitative and qualitative method to better answer questions which cannot be studied
in a laboratory setting.

Quantitative research methods

Quantitative research methods aid in analyzing the empirical evidence gathered. By
using these a researcher can find out if his hypothesis is supported or not.

· Survey research: Survey research generally involves a large audience to collect a

large amount of data. This is a quantitative method having a predetermined set of
closed questions which are pretty easy to answer. Because of the simplicity of such a
 method, high responses are achieved. It is one of the most commonly used methods
for all kinds of research in today’
s world.
Previously, surveys were taken face to face only with maybe a recorder. However, with
advancement in technology and for ease, new mediums such as emails, or social media
have emerged.

For example: Depletion of energy resources is a growing concern and hence there is a
need for awareness about renewable energy. According to recent studies, fossil fuels
still account for around 80% of energy consumption in the United States. Even though
there is a rise in the use of green energy every year, there are certain parameters
because of which the general population is still not opting for green energy. In order to
understand why, a survey can be conducted to gather opinions of the general population
about green energy and the factors that influence their choice of switching to renewable
energy. Such a survey can help institutions or governing bodies to promote appropriate
awareness and incentive schemes to push the use of greener energy.

Learn more: Renewable Energy Survey Template

· Experimental research: In experimental research, an experiment is set up and a

hypothesis is tested by creating a situation in which one of the variable is manipulated.
This is also used to check cause and effect. It is tested to see what happens to the
independent variable if the other one is removed or altered. The process for such a
method is usually proposing a hypothesis, experimenting on it, analyzing the findings
and reporting the findings to understand if it supports the theory or not.
For example: A particular product company is trying to find what is the reason for them
to not be able to capture the market. So the organisation makes changes in each one of
the processes like manufacturing, marketing, sales and operations. Through the
experiment they understand that sales training directly impacts the market coverage for
their product. If the person is trained well, then the product will have better coverage.

· Correlational research: Correlational research is used to find relation between two

set of variables. Regression is generally used to predict outcomes of such a method. It
can be positive, negative or neutral correlation.
For example: Higher educated individuals will get higher paying jobs. This means higher
education enables the individual to high paying job and less education will lead to lower
paying jobs.

· Longitudinal study: Longitudinal study is used to understand the traits or behavior of

a subject under observation after repeatedly testing the subject over a period of time.
Data collected from such a method can be qualitative or quantitative in nature.
For example: A research to find out benefits of exercise. The target is asked to exercise
everyday for a particular period of time and the results show higher endurance, stamina,
and muscle growth. This supports the fact that exercise benefits an individual body.
· Cross sectional: Cross sectional study is an observational type of method, in which a
set of audience is observed at a given point in time. In this type, the set of people are
chosen in a fashion which depicts similarity in all the variables except the one which is
being researched. This type does not enable the researcher to establish a cause and
effect relationship as it is not observed for a continuous time period. It is majorly used
by healthcare sector or the retail industry.
For example: A medical study to find the prevalence of under-nutrition disorders in kids
of a given population. This will involve looking at a wide range of parameters like age,
ethnicity, location, incomes and social backgrounds. If a significant number of kids
coming from poor families show under-nutrition disorders, the researcher can further
investigate into it. Usually a cross sectional study is followed by a longitudinal study to
find out the exact reason.

· Causal-Comparative research: This method is based on comparison. It is mainly

used to find out cause-effect relationship between two variables or even multiple
variables.
For example: A researcher measured the productivity of employees in a company which
gave breaks to the employees during work and compared that to the employees of the
company which did not give breaks at all.

Qualitative research methods

Some research questions need to be analysed qualitatively, as quantitative methods are
not applicable there. In many cases, in-depth information is needed or a researcher may
need to observe a target audience behavior, hence the results needed are in a
descriptive form. Qualitative research results will be descriptive rather than predictive. It
enables the researcher to build or support theories for future potential quantitative
research. In such a situation qualitative research methods are used to derive a
conclusion to support the theory or hypothesis being studied.

· Case study: Case study method is used to find more information through carefully
analyzing existing cases. It is very often used for business research or to gather
empirical evidence for investigation purpose. It is a method to investigate a problem
within its real life context through existing cases. The researcher has to carefully
analyse making sure the parameter and variables in the existing case are the same as
to the case that is being investigated. Using the findings from the case study,
conclusions can be drawn regarding the topic that is being studied.
For example: A report mentioning the solution provided by a company to its client. The
challenges they faced during initiation and deployment, the findings of the case and
solutions they offered for the problems. Such case studies are used by most companies
as it forms an empirical evidence for the company to promote in order to get more
business.

· Observational method: Observational method is a process to observe and gather

data from its target. Since it is a qualitative method it is time consuming and very
personal. It can be said that observational method is a part of ethnographic research
 which is also used to gather empirical evidence. This is usually a qualitative form of
research, however in some cases it can be quantitative as well depending on what is
being studied.
For example: setting up a research to observe a particular animal in the rain-forests of
amazon. Such a research usually take a lot of time as observation has to be done for a
set amount of time to study patterns or behavior of the subject. Another example used
widely nowadays is to observe people shopping in a mall to figure out buying behavior of
consumers.

· One-on-one interview: Such a method is purely qualitative and one of the most
widely used. The reason being it enables a researcher get precise meaningful data if
the right questions are asked. It is a conversational method where in-depth data can
be gathered depending on where the conversation leads.
For example: A one-on-one interview with the finance minister to gather data on financial
policies of the country and its implications on the public.

· Focus groups: Focus groups are used when a researcher wants to find answers to
why, what and how questions. A small group is generally chosen for such a method
and it is not necessary to interact with the group in person. A moderator is generally
needed in case the group is being addressed in person. This is widely used by product
companies to collect data about their brands and the product.
For example: A mobile phone manufacturer wanting to have a feedback on the
dimensions of one of their models which is yet to be launched. Such studies help the
company meet the demand of the customer and position their model appropriately in the
market.

· Text analysis: Text analysis method is a little new compared to the other types. Such
a method is used to analyse social life by going through images or words used by the
individual. In today’
s world, with social media playing a major part of everyone’s life,
such a method enables the research to follow the pattern that relates to his study.
For example: A lot of companies ask for feedback from the customer in detail mentioning
how satisfied are they with their customer support team. Such data enables the
researcher to take appropriate decisions to make their support team better.

Sometimes a combination of the methods is also needed for some questions that cannot
be answered using only one type of method especially when a researcher needs to gain
a complete understanding of complex subject matter.

Steps for conducting empirical research

Since empirical research is based on observation and capturing experiences, it is
important to plan the steps to conduct the experiment and how to analyse it. This will
enable the researcher to resolve problems or obstacles which can occur during the
experiment.
Step #1: Define the purpose of the research

This is the step where the researcher has to answer questions like what exactly do I
want to find out? What is the problem statement? Are there any issues in terms of the
availability of knowledge, data, time or resources. Will this research be more beneficial
than what it will cost.

Before going ahead, a researcher has to clearly define his purpose for the research and
set up a plan to carry out further tasks.

Step #2 : Supporting theories and relevant literature

The researcher needs to find out if there are theories which can be linked to his research
problem. He has to figure out if any theory can help him support his findings. All kind of
relevant literature will help the researcher to find if there are others who have researched
this before, or what are the problems faced during this research. The researcher will also
have to set up assumptions and also find out if there is any history regarding his
research problem

Step #3: Creation of Hypothesis and measurement

Before beginning the actual research he needs to provide himself a working hypothesis o
r guess what will be the probable result. Researcher has to set up variables, decide the
environment for the research and find out how can he relate between the variables.

Researcher will also need to define the units of measurements, tolerable degree for
errors, and find out if the measurement chosen will be acceptable by others.

Step #4: Methodology, research design and data collection

In this step, the researcher has to define a strategy for conducting his research. He has
to set up experiments to collect data which will enable him to propose the hypothesis.
The researcher will decide whether he will need experimental or non experimental
method for conducting the research. The type of research design will vary depending on
the field in which the research is being conducted. Last but not the least, the researcher
will have to find out parameters that will affect the validity of the research design. Data
collection will need to be done by choosing appropriate samples depending on the
research question. To carry out the research, he can use one of the many sampling
techniques. Once data collection is complete, researcher will have empirical data which
needs to be analysed.

Step #5: Data Analysis and result

Data analysis can be done in two ways, qualitatively and quantitatively. Researcher will
need to find out what qualitative method or quantitative method will be needed or will he
need a combination of both. Depending on the analysis of his data, he will know if his
hypothesis is supported or rejected. Analyzing this data is the most important part to
support his hypothesis.

Step #6: Conclusion

A report will need to be made with the findings of the research. The researcher can give
the theories and literature that support his research. He can make suggestions or
recommendations for further research on his topic.