Research - the systematic investigation into and study of controlled investigation for the purpose of predicting

materials and sources in order to establish facts and and controlling phenomena and examining probability
reach new conclusions. and causality among selected variables.
EXPLORATORY RESEARCH - is a type of research
Hypothesis: An educated guess that is used as a starting
conducted for a problem that has not been clearly
point for research
defined. Exploratory research helps determine the best
Data: Facts and statistics collected during research
research design, data collection method and selection of
Analysis: The interpretation of data to draw conclusions
subjects.
Characteristic of Research

EMPIRICAL - Research can be based on the experience or

Research Method
observation by the researcher.
LOGICAL - Research is based on valid procedures and DESCRIPTIVE RESEARCH - This involves the description,
principles. recording analysis and interpretation of present nature,
CYCLICAL - It start with problem and ends with problem. composition or processes of phenomena. The focus is on
ANALYTICAL - It makes use of all the available data so that prevailing condition.
there is no ambiguity in inference. HISTORICAL RESEARCH - describes what occurred in the
REPLICABILITY - Research design and procedures are past and makes a critical inquiry into the truth of
replicated to enable the researcher to arrive at a valid what occurred.
and conclusive results. CASE STUDY RESEARCH - it is a systematic inquiry into an
CRITICAL - Research exhibits careful and precise event or set of related events which aims to describe
judgement. the phenomenon of interest.

Type of Research Research Method - Research method is defined as the

tools or an instrument that is used to accomplish the
APPLIED RESEARCH - Seeking for new application of
goals and attributes of conducting a research process.
scientific knowledge to the solution of a problem.
ACTION RESEARCH - this is a feature of applied research, • Qualitative research - is a research method that
which decision-oriented research involving the collects data using conversational methods, where
application of the steps of the scientific method in participants involved in the research are asked open-
response to an immediate need to improve existing ended questions. The responses collected are
practices. essentially non-numerical.
BASIC or PURE RESEARCH - aims to discover basic truths
or principles. It is intended to add to the body of
Qualitative Research Methods
knowledge by exploring to the unknown, to extended the
boundaries of knowledge. o One-to-one Interview: This interview
CORRELATIONAL RESEARCH - refers to the systematic technique is systematically planned and as
investigation or statistical study of relationships among the name suggests is conducted with one
two or more variables, without necessarily determining participant at a given point in time.
cause and effect. It Seeks to establish a o Focus Groups: are small groups comprising
relation/association/correlation between two or more of around 6-10 participants who are usually
variables that do not readily lend themselves to experts in the subject matter. A moderator is
experimental manipulation. assigned to a focus group who facilitates the
ETHNOGRAPHIC RESEARCH - refers to the investigation discussion amongst the group members.
of a culture through an in-depth study of the members of o Text Analysis: Text analysis is a little different
the culture; it involves the systematic collection, from other qualitative research methods as
description, and analysis of data for development of it used to analyze the social life by decoding
theories of cultural behavior. words, texts etc. through any available form
EXPERIMENTAL RESEARCH - is an objective, systematic,
 of documentation. o Surveys
o Focus groups
• Quantitative research - are the methods that deal o Interviews
with numbers and anything that can be dealt with a • Quantitative data collection - is the opposite of
measurable form, in a systematic way of investigating qualitative and instead collects numerical or
the phenomenon. statistical information. Some examples of
quantitative data collection and research include
Qualitative Research Methods
observations and surveys.
o Survey Research - The ultimate goal of survey • Primary data collection - happens when researchers
research is to learn about a large population by obtain information directly from the original sources.
deploying the survey. Gone are the days where a • Secondary data collection - refers to information
survey was carried out using a pen and a paper. gathered from previous research. The previous
o Correlational Research - Correlational research research might come from researchers who
examines the relationship between two or more originally conducted the studies for another project
variables. Let us take an example to understand and then made their findings public, or organizations
correlational research. who have published the research for awareness, like
government organizations or nonprofits. This data is
7 Ps of marketing usually already analyzed and put into context.
Sources of secondary data can include:
- product, o Books
- price, o Scholarly journals and papers
- promotion, o Newspapers
- place, o Websites
- people, o Podcasts
- processes and
- physical tests
6 METHODS OF DATA COLLECTION

Customer Research Process • Observational methods - focus on examining things

and collecting data about them. This might include
• Set your goals observing individual animals or people in their
• Plan your research natural spaces and places.
• Collect and collate your results • Survey methods - focus on gathering written or
• Analyze and understand your research multiple-choice answers about various subjects from
• Keep the findings ready individuals. Typically, individuals interact with these
questions online and there is little to no interaction
• Review and interpret the information to draw
between survey distributors and survey respondents.
conclusions
• Focus group methods - focus on gathering
DESIGN is devising a system, component or process to information directly from users. This method usually
meet the desired needs. focuses more on feelings, opinions or emotions
rather than statistics.
RESEARCH is to investigate systematically. • Interview methods - can be more personal and
involve face-to-face discussions about a topic
between the researcher and participant. Researchers
TYPES OF DATA COLLECTION might share the questions with participants before
interview sessions to allow them to decide if they feel
• Qualitative data collection - refers to non-numerical comfortable taking part.
research that gathers information on concepts, • Design thinking methods - may focus on
thoughts or experiences. Some examples of brainstorming with participants to generate unique
qualitative data collection and research include: ideas or solutions. Companies might use this if they
o Observations are interested in solving challenges consumers face
 on their journey as product users. Step-by-step guide to design
• User testing - Companies usually use user testing
during or after the development of products or
services. If they choose to use it during development, • Step 1: Define your goals and objectives
it might be to determine where users find the • Step 2: Use questions that are suitable for your
product challenging to navigate. sample
• Step 3: Decide on your questionnaire length and
question order
QUESTIONNAIRE DESIGN | METHODS, QUESTION TYPES • Step 4: Pretest your questionnaire
& EXAMPLES
Questionnaire - is a list of questions or items used to gather
data from respondents about their attitudes, experiences, or
opinions. Questionnaires can be used to collect quantitative
and/or qualitative information.

Survey is a research method where you collect and analyze

data from a group of people. A questionnaire is a specific tool
or instrument for collecting the data.

Self-administered questionnaires can be delivered online or in

paper-and-pen formats, in person or through mail. All
questions are standardized so that all respondents receive the
same questions with identical wording.

Researcher-administered questionnaires are interviews that

take place by phone, in-person, or online between researchers
and respondents.

Open-ended vs. closed-ended questions

Closed-ended, or restricted-choice, questions offer

respondents a fixed set of choices to select from. Closed ended
questions are best for collecting data on categorical or
quantitative variables

Open-ended, or long-form, questions allow respondents to

give answers in their own words. Because there are no
restrictions on their choices, respondents can answer in ways
that researchers may not have otherwise considered.

• Question wording
• Use clear language
• Use balanced framing
• Avoid leading questions
• Keep your questions focused
• Question order
• Logical flow