Picking a research method
Experimental design
Choosing the right tool for the job
Explain
PrimaryData
QuantitativeData
Explore
Data Source
Data Type
Start Here!
Mixed
Methods
What kind of question are you asking?
Secondary Data
Qualitiative Data
Non experimental design
Create
Primary Research
Primary research involves collecting data through fieldwork, trials or experiments
Disadvantages
- Can be very expensive in preparing and carrying out the research
- Requires the development and execution of a research plan
- It takes longer to undertake primary research than to acquire secondary data
- Low response rate has to be expected
Advantages
- Researcher can focus on both qualitative and quantitative issues
- Addresses specific research issues
- Researcher controls the design to fit their needs
- Greater control of issues such as size of project, time frame, and goal
Mixed Method
- Uses both Quantitative and Qualitative data to draw the conclusions and answer the research question.
"Explain" methods
Different kinds of questions need different approaches
Exploratory (What?)
We are looking to see what is there. We don’t necessarily know the problem or the cause and are trying to find whether any patterns emerge.
Explanatory (Why?)
We see a connection, but aren’t sure if the correlation meets the causation.
Maybe we are looking to prove that certain aspects are connected
Creative (What if?)
Here, we have identified a problem, and we are trying to test a possible solution
Experimental Design
Requires manipulation, control, and randomization of factors.
Experimental Design usually involves pre-test, post-test, identifying correlations between variables, random assignment, control groups etc.
Must be explicit and clear so as to be reproducible.
quantitative, qualitative and mixed method
What kind of data are you collecting initially?
As a broad generalization, Qualitative studies go deeper but Quantitative studies go wider. Mixed can give you the best of both worlds. Each has their advantages and disadvantages. Also, each one has a different degree of subjectivity. Quantitative studies are typically less subjective, but Qualitative are often more subjective.
Non-Experimental design
Less control of the variables
Non experimental Design does not include a large measure of control and is usually assigned to case studies, interviews, and largely qualitative studies (although some qualitative studies may be highly experimental).
Must be explicit and clear so as to be reproducible.
Primary or Secondary?
Who is collecting the data?
Primary research involves collecting data through fieldwork, trials or experiments. If the researcher is collecting the data and not just reporting what others have found, it is usually primary. Secondary research synthesizes existing research. This means someone else found the data, and the researcher reported what they found. There are advantages and disadvantages to both types.
"Explore" Methods
Qualitative Data
- Focus is on interpretation
- Descriptive/Exploratory
- Data is descriptive often textual.
- It tends to focus on a specific case or cases.
- Open and flexible – data categories emerge through the process.
- Focus on meanings
- Aims to find insights into particular contexts
Qualitative research methods include:
- Case study research
- Ethnography
- Observations
- Interviews
- Focus Groups
"Create" Methods
A Mixed Approach
Questions that require the researcher to create something--a new formula, a new test, an artisitc work-are really hard to categorize. The part where the category and the data collection type come in to play is the phase where the creation is tested.
Usually, the first part of the process is some kind of content analysis, followed by the testing phase which can take many different forms.
Quantitative Data
- Focus is on objectivity
- Explanatory
Data is counted/measured (i.e. uses numbers).
- It tends to come from lots of people.
- Pre-organised data categories
- Focus on “facts” and the relationship between one set of facts and another
Aims to find generalizable conclusions
Quantitative research methods include:
- Surveys (closed ended questions)
- Laboratory experiments
- Questionnaires (closed ended questions)
Secondary Research
Secondary research synthesizes existing research.
Disadvantages
- Establishing credibility may be an issue
- Is it up to date?
- Is it a fair representation?
- It might not be an exact fit for your purpose
Advantages
- Somebody has done all the legwork for you
- Others may have more resources at their disposal than you
- There is usually greater variety to choose from
- It is usually quicker to find
Approach
What kind of question are you asking?
Exploratory (What?) We are looking to see what is there. We don’t necessarily know the problem or the cause and are trying to find whether any patterns emerge. Explanatory (Why?) We see a connection, but aren’t sure if the correlation meets the causation. Maybe we are looking to prove that certain aspects are connected Creative (What if?) Here, we have identified a problem, and we are trying to test a possible solution
Approach
What kind of question do you have?
Explore a phenomenon/event/thing and look for themes, variables, and trends (this usually takes place when variables, trends, and/or themes are not known or not well understood).
Explain connections between and patterns within phenomena, events, variables (this usually takes place when variables about a phenomena are known but the connections between them are not).
Create or design a solution to a problem (this could be a new understanding under “explore” or “explain” but in this sense, it's meant to be a process, design, or additional piece of scholarly work as a result of the research).
Picking a research method
Justin
Created on October 15, 2025
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Transcript
Picking a research method
Experimental design
Choosing the right tool for the job
Explain
PrimaryData
QuantitativeData
Explore
Data Source
Data Type
Start Here!
Mixed
Methods
What kind of question are you asking?
Secondary Data
Qualitiative Data
Non experimental design
Create
Primary Research
Primary research involves collecting data through fieldwork, trials or experiments
Disadvantages
Advantages
Mixed Method
"Explain" methods
Different kinds of questions need different approaches
Exploratory (What?) We are looking to see what is there. We don’t necessarily know the problem or the cause and are trying to find whether any patterns emerge. Explanatory (Why?) We see a connection, but aren’t sure if the correlation meets the causation. Maybe we are looking to prove that certain aspects are connected Creative (What if?) Here, we have identified a problem, and we are trying to test a possible solution
Experimental Design
Requires manipulation, control, and randomization of factors.
Experimental Design usually involves pre-test, post-test, identifying correlations between variables, random assignment, control groups etc. Must be explicit and clear so as to be reproducible.
quantitative, qualitative and mixed method
What kind of data are you collecting initially?
As a broad generalization, Qualitative studies go deeper but Quantitative studies go wider. Mixed can give you the best of both worlds. Each has their advantages and disadvantages. Also, each one has a different degree of subjectivity. Quantitative studies are typically less subjective, but Qualitative are often more subjective.
Non-Experimental design
Less control of the variables
Non experimental Design does not include a large measure of control and is usually assigned to case studies, interviews, and largely qualitative studies (although some qualitative studies may be highly experimental). Must be explicit and clear so as to be reproducible.
Primary or Secondary?
Who is collecting the data?
Primary research involves collecting data through fieldwork, trials or experiments. If the researcher is collecting the data and not just reporting what others have found, it is usually primary. Secondary research synthesizes existing research. This means someone else found the data, and the researcher reported what they found. There are advantages and disadvantages to both types.
"Explore" Methods
Qualitative Data
- Focus is on interpretation
- Descriptive/Exploratory
- Data is descriptive often textual.
- It tends to focus on a specific case or cases.
- Open and flexible – data categories emerge through the process.
- Focus on meanings
- Aims to find insights into particular contexts
Qualitative research methods include:"Create" Methods
A Mixed Approach
Questions that require the researcher to create something--a new formula, a new test, an artisitc work-are really hard to categorize. The part where the category and the data collection type come in to play is the phase where the creation is tested.
Usually, the first part of the process is some kind of content analysis, followed by the testing phase which can take many different forms.
Quantitative Data
- Focus is on objectivity
- Explanatory
Data is counted/measured (i.e. uses numbers).
- It tends to come from lots of people.
- Pre-organised data categories
- Focus on “facts” and the relationship between one set of facts and another
Aims to find generalizable conclusions
Quantitative research methods include:Secondary Research
Secondary research synthesizes existing research.
Disadvantages
Advantages
Approach
What kind of question are you asking?
Exploratory (What?) We are looking to see what is there. We don’t necessarily know the problem or the cause and are trying to find whether any patterns emerge. Explanatory (Why?) We see a connection, but aren’t sure if the correlation meets the causation. Maybe we are looking to prove that certain aspects are connected Creative (What if?) Here, we have identified a problem, and we are trying to test a possible solution
Approach
What kind of question do you have?
Explore a phenomenon/event/thing and look for themes, variables, and trends (this usually takes place when variables, trends, and/or themes are not known or not well understood). Explain connections between and patterns within phenomena, events, variables (this usually takes place when variables about a phenomena are known but the connections between them are not). Create or design a solution to a problem (this could be a new understanding under “explore” or “explain” but in this sense, it's meant to be a process, design, or additional piece of scholarly work as a result of the research).