Why there is a need to identify research method that is appropriate to your study?

All researchers, at some stage in their project, need to decide what specific method and instrument to employ so that they can collect the data required to answer their research question or hypothesis. The choice, and the key decisions leading to it, are usually written up as part of a research methodology or research design chapter.

In practice, students often choose a method and/or instrument they are already familiar with, or which they feel will be ‘easy to use’. In our experience, students favour the use of surveys, specifically questionnaires, and prefer to use online survey websites such as Survey Monkey to conduct the research. When asked the reason they chose this specific method (survey) and instrument (online, written questionnaire) they tend to be unable to provide an answer. If, for example, a student replied they had chosen this method because they wanted to collect quantitative data from 15 to 25 year-olds about the usability of the Amazon website, then method and instrument might be appropriate. However, if they wanted to gather data about the opinions of pensioners towards equity-release products it might be inappropriate. A possible rationale for the unsuitability of the latter approach is that the nature of the data is sensitive, so older people are less like to use or trust online survey instruments

Here are some criteria you should consider when choosing an appropriate method:

• The method must be suited to the type of problem you are studying: Quantitative approaches such as surveys with written questionnaires are generally utilised to respond to hypotheses, test theories, determine facts, demonstrate causal relationships between variables and predict outcomes. Qualitative approaches such as interviews with open questions are normally used to comprehend and explore people’s behaviour, actions, views and perceptions.

• The veracity of your method should provide ample academic rigour to address your research questions (or hypotheses): Veracity is demonstrated when you explain the way in which you apply the work of prior studies to the design your method. For instance, your choice can be justified if it reproduces the same method relied upon in earlier or similar inquires, or, alternatively, adapting a previously availed of method to fit your inquiry. For example, you may have found numerous qualitative, exploratory studies in your literature review, indicating that this is the ‘normal’ approach you should also take with your research on the topic. Alternatively, you may wish to say that the subject has already been explored qualitatively, and you now want to use a different method (e.g. a quantitative technique to measure the size, scope, time, etc.).

• The ability of the chosen method to provide a persuasive response to your research questions (or hypotheses): Persuasiveness occurs when your method is composed of correctly constructed and relevant elements. For example, when you wish to collect quantitative data, you should use forced-choice questions for surveys; but when you wish to collect qualitative questionnaire it may be more appropriate to use open-ended questions in interviews.

• The likelihood that the type of data will help you to answer your research question(s), aims and objectives: For example, if my research question is “how many people …” I will probably need to use a quantitative method to arrive at a number; if it is “what do people feel about …” I will probably need to use a qualitative method to obtain their views.

• The description of your method which should be sufficient for others to adopt it as a blueprint, and, subsequently, replicate the study: Replication can be carried out directly (doing the research the same way again in the same setting), indirectly (doing the research the same way again in a different setting), or in a revised format (repeating a study deemed to have been flawed in some way, such as with the sample, method, analysis, or interpretation).

All research studies are designed with the primary purpose of addressing research questions, or testing research hypotheses, which produces credible results. Effective design commences with recognising that your study, or fieldwork, is shaped by your worldview, which, in turn, influences the methodologies, strategies and methods you employ for data collection.

Thesis Upgrade’s booklet, Designing Your Study And Fieldwork, is available as a downloadable PDF from our shop. The booklet illustrates the effect your worldview has on how you investigate a particular phenomenon and the approach you subsequently adopt. It emphasises the importance of deciding on an appropriate research methodology, selecting a suitable research strategy and choosing a relevant data collection method.