Choosing an appropriate research method

All researchers, at some stage in their thesis, need to decide what specific method and instrument to employ to collect the data required that will 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 their dissertation.

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 they may prefer to use online survey websites, such as Survey Monkey to conduct their research. When asked the reason they chose this specific method (survey) and instrument (online, written questionnaire), they tend to be unable to provide a detailed 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 an inappropriate instrument. A possible rationale for the unsuitability of the latter approach is that the nature of the data set is sensitive, so older people are less likely to use, or trust, online surveys.

Here are five criteria you should consider when choosing an appropriate research method.

The first criteria is that choose a suitable method appropriate for 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.

Criteria two is 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. Such as a quantitative technique to measure size, scope and time.

The ability of the chosen method to provide a persuasive response to your research questions (or hypotheses) is the third criteria. 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 fourth criteria is considering the likelihood that the type of data collected will help you address your research questions or hypotheses. 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.

Criteria five, the final one, is that the description of your method 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.

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