I f you’re new to formal academic research, it’s quite likely that you’re feeling a little overwhelmed by all the technical lingo that gets thrown around. And who could blame you – “research methodology”, “research methods”, “sampling strategies”… it all seems never-ending!
In this post, we’ll demystify the landscape with plain-language explanations and loads of examples (including easy-to-follow videos), so that you can approach your dissertation, thesis or research project with confidence. Let’s get started.
Research methodology simply refers to the practical “how” of a research study. More specifically, it’s about how a researcher systematically designs a study to ensure valid and reliable results that address the research aims, objectives and research questions. Specifically, how the researcher went about deciding:
Within any formal piece of academic research (be it a dissertation, thesis or journal article), you’ll find a research methodology chapter or section which covers the aspects mentioned above. Importantly, a good methodology chapter explains not just what methodological choices were made, but also explains why they were made. In other words, the methodology chapter should justify the design choices, by showing that the chosen methods and techniques are the best fit for the research aims, objectives and research questions.
So, it’s the same as research design?
Not quite. As we mentioned, research methodology refers to the collection of practical decisions regarding what data you’ll collect, from who, how you’ll collect it and how you’ll analyse it. Research design, on the other hand, is more about the overall strategy you’ll adopt in your study. For example, whether you’ll use an experimental design in which you manipulate one variable while controlling others. You can learn more about research design and the various design types here.
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Qualitative, quantitative and mixed-methods are different types of methodological approaches, distinguished by their focus on words, numbers or both. This is a bit of an oversimplification, but its a good starting point for understanding.
Let’s take a closer look.
Qualitative research refers to research which focuses on collecting and analysing words (written or spoken) and textual or visual data, whereas quantitative research focuses on measurement and testing using numerical data. Qualitative analysis can also focus on other “softer” data points, such as body language or visual elements.
It’s quite common for a qualitative methodology to be used when the research aims and research questions are exploratory in nature. For example, a qualitative methodology might be used to understand peoples’ perceptions about an event that took place, or a political candidate running for president.
Contrasted to this, a quantitative methodology is typically used when the research aims and research questions are confirmatory in nature. For example, a quantitative methodology might be used to measure the relationship between two variables (e.g. personality type and likelihood to commit a crime) or to test a set of hypotheses.
As you’ve probably guessed, the mixed-method methodology attempts to combine the best of both qualitative and quantitative methodologies to integrate perspectives and create a rich picture. If you’d like to learn more about these three methodological approaches, be sure to watch our explainer video below.
Simply put, sampling is about deciding who (or where) you’re going to collect your data from. Why does this matter? Well, generally it’s not possible to collect data from every single person in your group of interest (this is called the “population”), so you’ll need to engage a smaller portion of that group that’s accessible and manageable (this is called the “sample”).
How you go about selecting the sample (i.e., your sampling strategy) will have a major impact on your study. There are many different sampling methods you can choose from, but the two overarching categories are probability sampling and non-probability sampling.
Probability sampling involves using a completely random sample from the group of people you’re interested in. This is comparable to throwing the names all potential participants into a hat, shaking it up, and picking out the “winners”. By using a completely random sample, you’ll minimise the risk of selection bias and the results of your study will be more generalisable to the entire population.
Non-probability sampling , on the other hand, doesn’t use a random sample . For example, it might involve using a convenience sample, which means you’d only interview or survey people that you have access to (perhaps your friends, family or work colleagues), rather than a truly random sample. With non-probability sampling, the results are typically not generalisable.
To learn more about sampling methods, be sure to check out the video below.
As the name suggests, data collection methods simply refers to the way in which you go about collecting the data for your study. Some of the most common data collection methods include:
The choice of which data collection method to use depends on your overall research aims and research questions, as well as practicalities and resource constraints. For example, if your research is exploratory in nature, qualitative methods such as interviews and focus groups would likely be a good fit. Conversely, if your research aims to measure specific variables or test hypotheses, large-scale surveys that produce large volumes of numerical data would likely be a better fit.
Data analysis methods refer to the methods and techniques that you’ll use to make sense of your data. These can be grouped according to whether the research is qualitative (words-based) or quantitative (numbers-based).
Popular data analysis methods in qualitative research include:
Qualitative data analysis all begins with data coding, after which an analysis method is applied. In some cases, more than one analysis method is used, depending on the research aims and research questions. In the video below, we explore some common qualitative analysis methods, along with practical examples.
Moving on to the quantitative side of things, popular data analysis methods in this type of research include:
Again, the choice of which data collection method to use depends on your overall research aims and objectives, as well as practicalities and resource constraints. In the video below, we explain some core concepts central to quantitative analysis.
