9 Conducting Research
When beginning your research process, it is essential to consider a fundamental question: why am I researching? Is it to acquire a basic understanding of an unknown topic? Will your research be used to address information gaps in an existing project? Are you searching for expertise that reinforces an opinion or argument you may have? Or perhaps you’re seeking conflicting views?
Answering this basic question will help determine the most effective research methods. Before we start scouring databases, however, consider what type of information we’re looking for.
- Quantitative research involves gathering numerical data and then using statistical methods to analyze it. This type of research often includes surveys, experiments, and observational studies. It’s commonly used in psychology, economics, and marketing, as well as health and social sciences.
- Qualitative research aims to understand human behaviors, experiences, emotions, and social contexts holistically, and it is often used in fields like sociology, anthropology, psychology, and education. Methods include conducting surveys, focus groups, observations, and case studies.
- Mixed Methods Research combines the above methods to comprehensively answer a question or problem. Researchers using this approach use data to corroborate qualitative findings; conversely, quantitative researchers may seek out observational data and interviews to help interpret their data into formats that are more accessible to audiences.
