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    This document discusses and defines research methods. It explains that research methods are the strategies used to collect data to gain a better understanding of a topic. There are both quantitative and qualitative research methods. Quantitative methods use tools to collect numerical data like surveys and questionnaires, while qualitative methods gather textual data through interviews and observations. The best research method depends on the topic, required data, and sources. Common methods discussed include surveys, interviews, focus groups, and mixed approaches.

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    Marketing

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    This document discusses and defines research methods. It explains that research methods are the strategies used to collect data to gain a better understanding of a topic. There are both quantitative and qualitative research methods. Quantitative methods use tools to collect numerical data like surveys and questionnaires, while qualitative methods gather textual data through interviews and observations. The best research method depends on the topic, required data, and sources. Common methods discussed include surveys, interviews, focus groups, and mixed approaches.

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    This document discusses and defines research methods. It explains that research methods are the strategies used to collect data to gain a better understanding of a topic. There are both quantitative and qualitative research methods. Quantitative methods use tools to collect numerical data like surveys and questionnaires, while qualitative methods gather textual data through interviews and observations. The best research method depends on the topic, required data, and sources. Common methods discussed include surveys, interviews, focus groups, and mixed approaches.

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    21 views11 pages

    Marketing

    Uploaded by

    REDDY TEJA
    This document discusses and defines research methods. It explains that research methods are the strategies used to collect data to gain a better understanding of a topic. There are both quantitative and qualitative research methods. Quantitative methods use tools to collect numerical data like surveys and questionnaires, while qualitative methods gather textual data through interviews and observations. The best research method depends on the topic, required data, and sources. Common methods discussed include surveys, interviews, focus groups, and mixed approaches.

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    of 11

    Research Methods

    By Reddy Teja
    What are Research Methods?

    Research methods are the strategies, processes or techniques


    utilized in the collection of data or evidence for analysis in order
    to uncover new information or create better understanding of a
    topic.
    There are different types of research methods which use different
    tools for data collection.

    Research methods are different from research methodologies


    because they are the ways in which you will collect the data for
    your research project.  The best method for your project largely
    depends on your topic, the type of data you will need, and the
    people or items from which you will be collecting data.  The
    following boxes below contain a list of quantitative, qualitative,
    and mixed research methods.
    QUANTITATIVE RESEARCH METHODS

    • Closed-ended questionnaires/survey: These types of questionnaires or surveys are like


    "multiple choice" tests, where participants must select from a list of premade answers. 
    According to the content of the question, they must select the one that they agree with the
    most.  This approach is the simplest form of quantitative research because the data is easy
    to combine and quantify.
    • Structured interviews: These are a common research method in market research because
    the data can be quantified.  They are strictly designed for little "wiggle room" in the
    interview process so that the data will not be skewed.  You can conduct structured
    interviews in-person, online, or over the phone (Dawson, 2019).
    • Constructing Questionnaires
    When constructing your questions for a survey or questionnaire, there are things you can
    do to ensure that your questions are accurate and easy to understand (Dawson, 2019):
    Keep the questions brief and simple.
    Eliminate any potential bias from your questions.  Make sure that they do not word things
    in a way that favor one perspective over another.
    If your topic is very sensitive, you may want to ask indirect questions rather than direct
    ones.  This prevents participants from being intimidated and becoming unwilling to share
    their true responses.
    If you are using a closed-ended question, try to offer every possible answer that a
    participant could give to that question.
    Do not ask questions that assume something of the participant.  The question "How often
    do you exercise?" assumes that the participant exercises (when they may not), so you
    would want to include a question that asks if they exercise at all before asking them how
    often.
    Try and keep the questionnaire as short as possible.  The longer a questionnaire takes, the
    more likely the participant will not complete it or get too tired to put truthful answers.
    Promise confidentiality to your participants at the beginning of the questionnaire.
    What is the difference between Research Design and Research Method?

    Research design is a plan to answer your research question.  A research


    method is a strategy used to implement that plan.  Research design and
    methods are different but closely related, because good research design
    ensures that the data you obtain will help you answer your research question
    more effectively.
    QUALITATIVE RESEARCH METHODS
    Focus Groups
    This is when a select group of people gather to talk about a particular topic.  They can also be called discussion groups or
    group interviews (Dawson, 2019).  They are usually lead by a moderator  to help guide the discussion and ask certain
    questions.  It is critical that a moderator allows everyone in the group to get a chance to speak so that no one dominates the
    discussion.  The data that are gathered from focus groups tend to be thoughts, opinions, and perspectives about an issue.
    Advantages of Focus Groups
    Only requires one meeting to get different types of responses.
    Less researcher bias due to participants being able to speak openly.
    Helps participants overcome insecurities or fears about a topic.
    The researcher can also consider the impact of participant interaction.
    Disadvantages of Focus Groups
    Participants may feel uncomfortable to speak in front of an audience, especially if the topic is sensitive or controversial.
    Since participation is voluntary, not every participant may contribute equally to the discussion.
    Participants may impact what others say or think.
    A researcher may feel intimidated by running a focus group on their own.
    A researcher may need extra funds/resources to provide a safe space to host the focus group.
    Because the data is collective, it may be difficult to determine a participant's individual thoughts about the research topic.
     
    Open-Ended Questionnaires
    These types of questionnaires are the opposite of "multiple choice" questionnaires
    because the answer boxes are left open for the participant to complete.  This means that
    participants can write short or extended answers to the questions.  Upon gathering the
    responses, researchers will often "quantify" the data by organizing the responses into
    different categories.  This can be time consuming because the researcher needs to read
    all responses carefully.
    Semi-structured Interviews
    This is the most common type of interview where researchers aim to get specific
    information so they can compare it to other interview data.  This requires asking the
    same questions for each interview, but keeping their responses flexible.  This means
    including follow-up questions if a subject answers a certain way.  Interview schedules are
    commonly used to aid the interviewers, which list topics or questions that will be
    discussed at each interview (Dawson, 2019).
     
    Theoretical Analysis
    Often used for nonhuman research, theoretical analysis is a qualitative approach
    where the researcher applies a theoretical framework to analyze something about
    their topic.  A theoretical framework gives the researcher a specific "lens" to view
    the topic and think about it critically. it also serves as context to guide the entire
    study.  This is a popular research method for analyzing works of literature, films,
    and other forms of media.  You can implement more than one theoretical
    framework with this method, as many theories complement one another.

    Unstructured Interviews
    These are in-depth interviews where the researcher tries to understand an
    interviewee's perspective on a situation or issue.  They are sometimes called life
    history interviews.  It is important not to bombard the interviewee with too many
    questions so they can freely disclose their thoughts.
    MIXED METHOD APPROACH

    Open-ended and closed-ended questionnaires: This approach means implementing


    elements of both questionnaire types into your data collection.  Participants may answer
    some questions with premade answers and write their own answers to other questions. 
    The advantage to this method is that you benefit from both types of data collection to get a
    broader understanding of you participants.  However, you must think carefully about how
    you will analyze this data to arrive at a conclusion.

    Other mixed method approaches that incorporate quantitative and qualitative research
    methods depend heavily on the research topic. 
    Which research method should I choose?

    It depends on your research goal.  It depends on what subjects (and who) you want to study.  Let's say
    you are interested in studying what makes people happy, or why some students are more conscious
    about recycling on campus.  To answer these questions, you need to make a decision about how to
    collect your data.  Most frequently used methods include:
    • Observation / Participant Observation
    • Surveys
    • Interviews
    • Focus Groups
    • Experiments
    • Secondary Data Analysis / Archival Study
    • Mixed Methods (combination of some of the above)
    One particular method could be better suited to your research goal than others, because the data you
    collect from different methods will be different in quality and quantity.   For instance, surveys are
    usually designed to produce relatively short answers, rather than the extensive responses expected in
    qualitative interviews.

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