How to choose a research method
Presenter(s): Dr. Gil Dekel
Once you formulate your research question, you want to identify the correct method to use in the study. Research methods are strategies and tools that help you to collect, analyse, interpret and present information. The main three types of research methods are: qualitative, quantitative, and mixed.
Qualitative – answers the ‘why’ question. A humanistic approach. Concerned with meanings, concepts, thoughts, experiences, social phenomena, context, complexity. Makes sense of data. Analysis through summarising and categorising. Quantitative – focuses on ‘how many; how much?’ questions. An empirical approach. Uses numbers, graphs, stats. Concerned with cause and effect, evaluates trends. Generates data. Analysis through testing, measuring.
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| Qualitative methods: | Quantitative methods: | Mixed methods: |
Interviews Contextual research (visiting people in their everyday environment) Flexible study conditions that can be adjusted Think-aloud Focus groups Case studies Ethnography Literature review Grounded theory Action research | Well-defined; controlled study conditions Usually no think-aloud Surveys Experiments Systematic observations A/B testing Control-sensitive Regression Analysis Empirical investigation | Combined methods... |
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About the author
Gil Dekel is a doctor in Art, Design, and Media, specialising in processes of creativity and inspiration in art-making. He is an Associate Lecturer at the Open University, UK, and co-author of the ‘Energy Book’.
- Published on: 22 March 2023
- Event hosted by: Southampton
- Keywords: Research methods | choosing | PhD questions |
- To cite this resource:
Dr. Gil Dekel. (2023). How to choose a research method. National Centre for Research Methods online learning resource. Available at https://www.ncrm.ac.uk/resources/online/all/?id=20795 [accessed: 2 May 2025]
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