Research Methodology
Research Methodology
Questionnaires
A set of formally prepared questions that seek information on a person’s knowledge, beliefs, opinions, likes or dislikes.
Usually a source of primary and quantitative data.
Can be on paper or online. EG/ Survey monkey, polls.
Advantages: Collect both qualitative and quantitative data, quick distributions, avoid interviewer bias & easily interpreted.
Disadvantages: Requires satisfactory literacy skills & time consuming as researchers have to wait for responses.
Interviews
A conversation between two or more people in which the interview has been planned to collect information or opinions.
A discussion between two or more people in which the interview is more informal, without developing the actual questions.
Advantages: Both qualitative and quantitative data can be collected, an interviewer can judge if questions become too
sensitive, etc.
Disadvantages: Time consuming to plan, may find interview threatening, less anonymity, etc.
Case studies
A qualitative research method is to get a deep understanding of complex issues.
Provides contextual/detailed analysis of a particular situation.
Advantages: A lot of detail is collected, sample population can be surveyed when large populations are not available,
general predictions are possible, etc.
Disadvantages: Data collected may not necessarily be valid, danger of data bias when only one person is collecting, hard to
draw definite cause/effect from one case study, etc.
Observations
A process of watching and recording the behaviours of participants; the researcher may be a participant or non-participant
in the research activity.
Advantages: Allows for richly detailed description, provides direct access to the social phenomena under consideration,
provides a permanent record, etc.
Disadvantages: Bias in the recording of the events viewed, gender may restrict access to certain information, can be very
time consuming, etc.
Literature reviews
An examination of existing research that has been conducted on a particular topic or issue.
Allows you to gain an in-depth understanding of the topic prior to conducting your own primary research.
Purpose is to gather existing quantitative and qualitative data from a variety of sources.
Advantages: Can be conducted for almost any topic and previous sources can be qualitative and quantitative.
Disadvantages: Requires high level of literacy skills to identify resources and write a summary, is time consuming having to
make sense of other people’s data.
RESEARCH PROCESS