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Research Methods/Types of Research

The term Research is related to seek out the information and knowledge on a particular topic or subject. In other words, research is an art of systematic investigation. Research can be classified in many different ways on the basis of the methodology of research, the knowledge it creates, the user group, the research problem it investigates etc.

Objectives of Research

The objectives of research can be grouped into the following categories :

1. To achieve skillfulness with a trend or to get novel opinions into it (research with this objective can be termed as exploratory or formulative). 2. To find out the characteristics of a particular character, condition or a grouping (research with this objective can be termed as descriptive research). 3. To establish the relationship with which something occur or with which it is related with something else (research with this objective are known as diagnostic research). 4. To test a hypothesis of a reasonable liaison between different variables (this type of research can be grouped into hypothesis-testing research ).

Basic research

This research is conducted largely for the enhancement of knowledge and is research which does not have immediate commercial potential. The research is done for human welfare, animal welfare, and plant kingdom welfare. It is called basic, pure, fundamental research. The main motivation here is to expand man's knowledge, not to create or invent something. According to Travers, “Basic Research is designed to add to an organized body of scientific knowledge and does not necessarily produce results of immediate practical value.” Such research is time and cost intensive (Example: An experimental research that may not be or will be helpful in human progress). It is used to solve a problem by adding to the field of application of discipline.

Applied Research

Applied research is designed to solve practical problems of the modern world, rather than to acquire knowledge for knowledge's sake. The goal of applied research is to improve the human condition. It focuses on analysis and solving social and real-life problems. This research is generally conducted on a large scale basis and is expensive. As such, it is often conducted with the support of some financing agency like the national government, public corporation, world bank, UNICEF, UGC, Etc. According to Hunt, “applied research is an investigation for ways of using scientific knowledge to solve practical problems” for example:- improve agriculture crop production, treat or cure a specific disease, improve the energy efficiency of homes, offices, how can communication among workers in large companies be improved. This type of research can also be called Action Research.

Problem oriented research

Research is done by industry apex body for sorting out problems faced by all the companies. Eg:- WTO does problem oriented research for developing countries, in India agriculture and processed food export development authority (APEDA) conduct regular research for the benefit of agri-industry.

• As the name indicates, Problem identifying researches are undertaken to know the exact nature of problem that is required to be solved.

• Here, one clarification is needed when we use the term ‘Problem’, it is not a problem in true sense. It is usually a decision making dilemma or it is a need to tackle a particular business situation.

• It could be a difficulty or an opportunity.

For e.g.:-Revenue of Mobile company has decreased by 25% in the last year. The cause of the problem can be any one of the following:

• Poor quality of the product. • Lack of continuous availability. • Not so effective advertising campaign. • High price. • Poor calibre / lack of motivation in sales people/marketing team. • Tough competition from imported brands. • Depressed economic conditions

• In the same case, suppose the prime cause of problem is poor advertising campaign & secondary cause is higher pricing. • To tackle the problem of poor advertising, we have to answer questions like, what can be the new advertising campaign, who can be the brand ambassador, which media, which channel, at what time & during which programme advertisements will be broadcast.

Problem solving

This type of research is done by an individual company for the problem faced by it. Marketing research and market research are the applied research. For eg:- Videocon International conducts research to study customer satisfaction level, it will be problem solving research. In short, the main aim of problem solving research is to discover some solution for some pressing practical problem.

Quantitative Research

This research is based on numeric figures or numbers. Quantitative research aim to measure the quantity or amount and compares it with past records and tries to project for future period. In social sciences, “quantitative research refers to the systematic empirical investigation of quantitative properties and phenomena and their relationships”. The objective of quantitative research is to develop and employ mathematical models, theories or hypothesis pertaining to phenomena.

The process of measurement is central to quantitative research because it provides fundamental connection between empirical observation and mathematical expression of quantitative relationships. Statistics is the most widely used branch of mathematics in quantitative research. Statistical methods are used extensively with in fields such as economics and commerce.

In sum, the research using the normative approach conducts why may be called quantitative research as the inferences from it are largely based on quantitative data. Moreover, objectivity is the primary guard so that the research may be replicated by others, if necessary. Quantitative can also be called Analytical Research.

Qualitative Research

Qualitative research presents a non-quantitative type of analysis. Qualitative research is collecting, analyzing and interpreting data by observing what people do and say. Qualitative research refers to the meanings, definitions, characteristics, symbols, metaphors, and description of things. Qualitative research is much more subjective and uses very different methods of collecting information, mainly individual, in-depth interviews and focus groups.

The nature of this type of research is exploratory and open ended. Small number of people are interviewed in depth and or a relatively small number of focus groups are conducted. Qualitative research can be further classified in the following type.

I. Phenomenology:-a form of research in which the researcher attempts to understand how one or more individuals experience a phenomenon. Eg:-we might interview 20 victims of bhopal tragedy.

II. Ethnography:- this type of research focuses on describing the culture of a group of people. A culture is the shared attributes, values, norms, practices, language, and material things of a group of people. Eg:-the researcher might decide to go and live with the tribal in Andaman island and study the culture and the educational practices.

III. Case study:-is a form of qualitative research that is focused on providing a detailed account of one or more cases. Eg:-we may study a classroom that was given a new curriculum for technology use.

IV. Grounded theory:- it is an inductive type of research, based or grounded in the observations of data from which it was developed; it uses a variety of data sources, including quantitative data, review of records, interviews, observation and surveys

V. Historical research:-it allows one to discuss past and present events in the context of the present condition, and allows one to reflect and provide possible answers to current issues and problems. Eg:-the lending pattern of business in the 19th century.

In addition to the above, we also have the descriptive research. Fundamental research, of which this is based on establishing various theories

Also the research is classified into:

• Descriptive research
• Analytical research
• Fundamental research
• Conceptual research
• Empirical research
• One time research or longitudinal research
• Field-setting research or laboratory research or simulation research
• Clinical or diagnostic research
• Exploratory research
• Historical research
• Conclusion oriented research
• Case study research
• Short term research

• Book:Research Methods

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Research methods--quantitative, qualitative, and more: overview.

• Quantitative Research
• Qualitative Research
• Data Science Methods (Machine Learning, AI, Big Data)
• Text Mining and Computational Text Analysis
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About Research Methods

This guide provides an overview of research methods, how to choose and use them, and supports and resources at UC Berkeley. 

As Patten and Newhart note in the book Understanding Research Methods , "Research methods are the building blocks of the scientific enterprise. They are the "how" for building systematic knowledge. The accumulation of knowledge through research is by its nature a collective endeavor. Each well-designed study provides evidence that may support, amend, refute, or deepen the understanding of existing knowledge...Decisions are important throughout the practice of research and are designed to help researchers collect evidence that includes the full spectrum of the phenomenon under study, to maintain logical rules, and to mitigate or account for possible sources of bias. In many ways, learning research methods is learning how to see and make these decisions."

The choice of methods varies by discipline, by the kind of phenomenon being studied and the data being used to study it, by the technology available, and more.  This guide is an introduction, but if you don't see what you need here, always contact your subject librarian, and/or take a look to see if there's a library research guide that will answer your question. 

Suggestions for changes and additions to this guide are welcome! 

START HERE: SAGE Research Methods

Without question, the most comprehensive resource available from the library is SAGE Research Methods.  HERE IS THE ONLINE GUIDE  to this one-stop shopping collection, and some helpful links are below:

• SAGE Research Methods
• Little Green Books  (Quantitative Methods)
• Little Blue Books  (Qualitative Methods)
• Dictionaries and Encyclopedias  
• Case studies of real research projects
• Sample datasets for hands-on practice
• Streaming video--see methods come to life
• Methodspace- -a community for researchers
• SAGE Research Methods Course Mapping

Library Data Services at UC Berkeley

Library Data Services Program and Digital Scholarship Services

The LDSP offers a variety of services and tools !  From this link, check out pages for each of the following topics:  discovering data, managing data, collecting data, GIS data, text data mining, publishing data, digital scholarship, open science, and the Research Data Management Program.

Be sure also to check out the visual guide to where to seek assistance on campus with any research question you may have!

Library GIS Services

Other Data Services at Berkeley

D-Lab Supports Berkeley faculty, staff, and graduate students with research in data intensive social science, including a wide range of training and workshop offerings Dryad Dryad is a simple self-service tool for researchers to use in publishing their datasets. It provides tools for the effective publication of and access to research data. Geospatial Innovation Facility (GIF) Provides leadership and training across a broad array of integrated mapping technologies on campu Research Data Management A UC Berkeley guide and consulting service for research data management issues

General Research Methods Resources

Here are some general resources for assistance:

• Assistance from ICPSR (must create an account to access): Getting Help with Data , and Resources for Students
• Wiley Stats Ref for background information on statistics topics
• Survey Documentation and Analysis (SDA) .  Program for easy web-based analysis of survey data.

Consultants

• D-Lab/Data Science Discovery Consultants Request help with your research project from peer consultants.
• Research data (RDM) consulting Meet with RDM consultants before designing the data security, storage, and sharing aspects of your qualitative project.
• Statistics Department Consulting Services A service in which advanced graduate students, under faculty supervision, are available to consult during specified hours in the Fall and Spring semesters.

Related Resourcex

• IRB / CPHS Qualitative research projects with human subjects often require that you go through an ethics review.
• OURS (Office of Undergraduate Research and Scholarships) OURS supports undergraduates who want to embark on research projects and assistantships. In particular, check out their "Getting Started in Research" workshops
• Sponsored Projects Sponsored projects works with researchers applying for major external grants.
• Next: Quantitative Research >>
• Last Updated: Sep 6, 2024 8:59 PM
• URL: https://guides.lib.berkeley.edu/researchmethods

Educational resources and simple solutions for your research journey

What is Research? Definition, Types, Methods, and Examples

Academic research is a methodical way of exploring new ideas or understanding things we already know. It involves gathering and studying information to answer questions or test ideas and requires careful thinking and persistence to reach meaningful conclusions. Let’s try to understand what research is.   

Table of Contents

Why is research important?    

Whether it’s doing experiments, analyzing data, or studying old documents, research helps us learn more about the world. Without it, we rely on guesswork and hearsay, often leading to mistakes and misconceptions. By using systematic methods, research helps us see things clearly, free from biases. (1)   

What is the purpose of research?  

In the real world, academic research is also a key driver of innovation. It brings many benefits, such as creating valuable opportunities and fostering partnerships between academia and industry. By turning research into products and services, science makes meaningful improvements to people’s lives and boosts the economy. (2)(3)  

What are the characteristics of research?    

The research process collects accurate information systematically. Logic is used to analyze the collected data and find insights. Checking the collected data thoroughly ensures accuracy. Research also leads to new questions using existing data.   

Accuracy is key in research, which requires precise data collection and analysis. In scientific research, laboratories ensure accuracy by carefully calibrating instruments and controlling experiments. Every step is checked to maintain integrity, from instruments to final results. Accuracy gives reliable insights, which in turn help advance knowledge.   

Types of research    

The different forms of research serve distinct purposes in expanding knowledge and understanding:    

• Exploratory research ventures into uncharted territories, exploring new questions or problem areas without aiming for conclusive answers. For instance, a study may delve into unexplored market segments to better understand consumer behaviour patterns.   
• Descriptive research delves into current issues by collecting and analyzing data to describe the behaviour of a sample population. For instance, a survey may investigate millennials’ spending habits to gain insights into their purchasing behaviours.   
• Explanatory research, also known as causal research, seeks to understand the impact of specific changes in existing procedures. An example might be a study examining how changes in drug dosage over some time improve patients’ health.   
• Correlational research examines connections between two sets of data to uncover meaningful relationships. For instance, a study may analyze the relationship between advertising spending and sales revenue.   
• Theoretical research deepens existing knowledge without attempting to solve specific problems. For example, a study may explore theoretical frameworks to understand the underlying principles of human behaviour.   
• Applied research focuses on real-world issues and aims to provide practical solutions. An example could be a study investigating the effectiveness of a new teaching method in improving student performance in schools.  (4)

Types of research methods

• Qualitative Method: Qualitative research gathers non-numerical data through interactions with participants. Methods include one-to-one interviews, focus groups, ethnographic studies, text analysis, and case studies. For example, a researcher interviews cancer patients to understand how different treatments impact their lives emotionally.    
• Quantitative Method: Quantitative methods deal with numbers and measurable data to understand relationships between variables. They use systematic methods to investigate events and aim to explain or predict outcomes. For example, Researchers study how exercise affects heart health by measuring variables like heart rate and blood pressure in a large group before and after an exercise program. (5)  

Basic steps involved in the research process    

Here are the basic steps to help you understand the research process:   

• Choose your topic: Decide the specific subject or area that you want to study and investigate. This decision is the foundation of your research journey.   
• Find information: Look for information related to your research topic. You can search in journals, books, online, or ask experts for help.   
• Assess your sources: Make sure the information you find is reliable and trustworthy. Check the author’s credentials and the publication date.   
• Take notes: Write down important information from your sources that you can use in your research.   
• Write your paper: Use your notes to write your research paper. Broadly, start with an introduction, then write the body of your paper, and finish with a conclusion.   
• Cite your sources: Give credit to the sources you used by including citations in your paper.   
• Proofread: Check your paper thoroughly for any errors in spelling, grammar, or punctuation before you submit it. (6)

How to ensure research accuracy?  

Ensuring accuracy in research is a mix of several essential steps:    

• Clarify goals: Start by defining clear objectives for your research. Identify your research question, hypothesis, and variables of interest. This clarity will help guide your data collection and analysis methods, ensuring that your research stays focused and purposeful.   
• Use reliable data: Select trustworthy sources for your information, whether they are primary data collected by you or secondary data obtained from other sources. For example, if you’re studying climate change, use data from reputable scientific organizations with transparent methodologies.   
• Validate data: Validate your data to ensure it meets the standards of your research project. Check for errors, outliers, and inconsistencies at different stages, such as during data collection, entry, cleaning, or analysis.    
• Document processes: Documenting your data collection and analysis processes is essential for transparency and reproducibility. Record details such as data collection methods, cleaning procedures, and analysis techniques used. This documentation not only helps you keep track of your research but also enables others to understand and replicate your work.   
• Review results: Finally, review and verify your research findings to confirm their accuracy and reliability. Double-check your analyses, cross-reference your data, and seek feedback from peers or supervisors. (7) 

Research is crucial for better understanding our world and for social and economic growth. By following ethical guidelines and ensuring accuracy, researchers play a critical role in driving this progress, whether through exploring new topics or deepening existing knowledge.   

References:  

• Why is Research Important – Introductory Psychology – Washington State University  
• The Role Of Scientific Research In Driving Business Innovation – Forbes  
• Innovation – Royal Society  
• Types of Research – Definition & Methods – Bachelor Print  
• What Is Qualitative vs. Quantitative Study? – National University  
• Basic Steps in the Research Process – North Hennepin Community College  
• Best Practices for Ensuring Data Accuracy in Research – LinkedIn  

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Research is defined as human activity based on intellectual application in the investigation of matter. The primary purpose for applied research is discovering, interpreting, and the development of methods and systems for the advancement of human knowledge on a wide variety of scientific matters of our world and the universe. Research can use the scientific method, but need not do so.

Research resources

• Wikiversity: Research ethics
• Presentations - how to present your research results to others
• High risk research - High risk research can be discussed at that location.
• Business research
• Qualitative research

Category trees

• Portal:Research - user-friendly guide to the Research category
• Wikiversity:Research - research policy
• Wikiversity:Research process
• Research policy proposals
• Publishing original research
• Data Analysis using the SAS Language
• Research and Engagement Funding in the UK
• Online surveys

External links

• Pro-research patent reform at universities.
• Public Knowledge Project
• Highwire Press - 1,776,700 free full-text articles
• Other free full text archives
• Research skills (Leeds Metropolitan University)
• Some full text publications

Medical research

• NIH Roadmap for Medical Research

• Presentations

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Home » Survey Research – Types, Methods, Examples

Survey Research – Types, Methods, Examples

Table of Contents

Survey Research

Definition:

Survey Research is a quantitative research method that involves collecting standardized data from a sample of individuals or groups through the use of structured questionnaires or interviews. The data collected is then analyzed statistically to identify patterns and relationships between variables, and to draw conclusions about the population being studied.

Survey research can be used to answer a variety of questions, including:

• What are people’s opinions about a certain topic?
• What are people’s experiences with a certain product or service?
• What are people’s beliefs about a certain issue?

Survey Research Methods

Survey Research Methods are as follows:

• Telephone surveys: A survey research method where questions are administered to respondents over the phone, often used in market research or political polling.
• Face-to-face surveys: A survey research method where questions are administered to respondents in person, often used in social or health research.
• Mail surveys: A survey research method where questionnaires are sent to respondents through mail, often used in customer satisfaction or opinion surveys.
• Online surveys: A survey research method where questions are administered to respondents through online platforms, often used in market research or customer feedback.
• Email surveys: A survey research method where questionnaires are sent to respondents through email, often used in customer satisfaction or opinion surveys.
• Mixed-mode surveys: A survey research method that combines two or more survey modes, often used to increase response rates or reach diverse populations.
• Computer-assisted surveys: A survey research method that uses computer technology to administer or collect survey data, often used in large-scale surveys or data collection.
• Interactive voice response surveys: A survey research method where respondents answer questions through a touch-tone telephone system, often used in automated customer satisfaction or opinion surveys.
• Mobile surveys: A survey research method where questions are administered to respondents through mobile devices, often used in market research or customer feedback.
• Group-administered surveys: A survey research method where questions are administered to a group of respondents simultaneously, often used in education or training evaluation.
• Web-intercept surveys: A survey research method where questions are administered to website visitors, often used in website or user experience research.
• In-app surveys: A survey research method where questions are administered to users of a mobile application, often used in mobile app or user experience research.
• Social media surveys: A survey research method where questions are administered to respondents through social media platforms, often used in social media or brand awareness research.
• SMS surveys: A survey research method where questions are administered to respondents through text messaging, often used in customer feedback or opinion surveys.
• IVR surveys: A survey research method where questions are administered to respondents through an interactive voice response system, often used in automated customer feedback or opinion surveys.
• Mixed-method surveys: A survey research method that combines both qualitative and quantitative data collection methods, often used in exploratory or mixed-method research.
• Drop-off surveys: A survey research method where respondents are provided with a survey questionnaire and asked to return it at a later time or through a designated drop-off location.
• Intercept surveys: A survey research method where respondents are approached in public places and asked to participate in a survey, often used in market research or customer feedback.
• Hybrid surveys: A survey research method that combines two or more survey modes, data sources, or research methods, often used in complex or multi-dimensional research questions.

Types of Survey Research

There are several types of survey research that can be used to collect data from a sample of individuals or groups. following are Types of Survey Research:

• Cross-sectional survey: A type of survey research that gathers data from a sample of individuals at a specific point in time, providing a snapshot of the population being studied.
• Longitudinal survey: A type of survey research that gathers data from the same sample of individuals over an extended period of time, allowing researchers to track changes or trends in the population being studied.
• Panel survey: A type of longitudinal survey research that tracks the same sample of individuals over time, typically collecting data at multiple points in time.
• Epidemiological survey: A type of survey research that studies the distribution and determinants of health and disease in a population, often used to identify risk factors and inform public health interventions.
• Observational survey: A type of survey research that collects data through direct observation of individuals or groups, often used in behavioral or social research.
• Correlational survey: A type of survey research that measures the degree of association or relationship between two or more variables, often used to identify patterns or trends in data.
• Experimental survey: A type of survey research that involves manipulating one or more variables to observe the effect on an outcome, often used to test causal hypotheses.
• Descriptive survey: A type of survey research that describes the characteristics or attributes of a population or phenomenon, often used in exploratory research or to summarize existing data.
• Diagnostic survey: A type of survey research that assesses the current state or condition of an individual or system, often used in health or organizational research.
• Explanatory survey: A type of survey research that seeks to explain or understand the causes or mechanisms behind a phenomenon, often used in social or psychological research.
• Process evaluation survey: A type of survey research that measures the implementation and outcomes of a program or intervention, often used in program evaluation or quality improvement.
• Impact evaluation survey: A type of survey research that assesses the effectiveness or impact of a program or intervention, often used to inform policy or decision-making.
• Customer satisfaction survey: A type of survey research that measures the satisfaction or dissatisfaction of customers with a product, service, or experience, often used in marketing or customer service research.
• Market research survey: A type of survey research that collects data on consumer preferences, behaviors, or attitudes, often used in market research or product development.
• Public opinion survey: A type of survey research that measures the attitudes, beliefs, or opinions of a population on a specific issue or topic, often used in political or social research.
• Behavioral survey: A type of survey research that measures actual behavior or actions of individuals, often used in health or social research.
• Attitude survey: A type of survey research that measures the attitudes, beliefs, or opinions of individuals, often used in social or psychological research.
• Opinion poll: A type of survey research that measures the opinions or preferences of a population on a specific issue or topic, often used in political or media research.
• Ad hoc survey: A type of survey research that is conducted for a specific purpose or research question, often used in exploratory research or to answer a specific research question.

Types Based on Methodology

Based on Methodology Survey are divided into two Types:

Quantitative Survey Research

Qualitative survey research.

Quantitative survey research is a method of collecting numerical data from a sample of participants through the use of standardized surveys or questionnaires. The purpose of quantitative survey research is to gather empirical evidence that can be analyzed statistically to draw conclusions about a particular population or phenomenon.

In quantitative survey research, the questions are structured and pre-determined, often utilizing closed-ended questions, where participants are given a limited set of response options to choose from. This approach allows for efficient data collection and analysis, as well as the ability to generalize the findings to a larger population.

Quantitative survey research is often used in market research, social sciences, public health, and other fields where numerical data is needed to make informed decisions and recommendations.

Qualitative survey research is a method of collecting non-numerical data from a sample of participants through the use of open-ended questions or semi-structured interviews. The purpose of qualitative survey research is to gain a deeper understanding of the experiences, perceptions, and attitudes of participants towards a particular phenomenon or topic.

In qualitative survey research, the questions are open-ended, allowing participants to share their thoughts and experiences in their own words. This approach allows for a rich and nuanced understanding of the topic being studied, and can provide insights that are difficult to capture through quantitative methods alone.

Qualitative survey research is often used in social sciences, education, psychology, and other fields where a deeper understanding of human experiences and perceptions is needed to inform policy, practice, or theory.

Data Analysis Methods

There are several Survey Research Data Analysis Methods that researchers may use, including:

• Descriptive statistics: This method is used to summarize and describe the basic features of the survey data, such as the mean, median, mode, and standard deviation. These statistics can help researchers understand the distribution of responses and identify any trends or patterns.
• Inferential statistics: This method is used to make inferences about the larger population based on the data collected in the survey. Common inferential statistical methods include hypothesis testing, regression analysis, and correlation analysis.
• Factor analysis: This method is used to identify underlying factors or dimensions in the survey data. This can help researchers simplify the data and identify patterns and relationships that may not be immediately apparent.
• Cluster analysis: This method is used to group similar respondents together based on their survey responses. This can help researchers identify subgroups within the larger population and understand how different groups may differ in their attitudes, behaviors, or preferences.
• Structural equation modeling: This method is used to test complex relationships between variables in the survey data. It can help researchers understand how different variables may be related to one another and how they may influence one another.
• Content analysis: This method is used to analyze open-ended responses in the survey data. Researchers may use software to identify themes or categories in the responses, or they may manually review and code the responses.
• Text mining: This method is used to analyze text-based survey data, such as responses to open-ended questions. Researchers may use software to identify patterns and themes in the text, or they may manually review and code the text.

Applications of Survey Research

Here are some common applications of survey research:

• Market Research: Companies use survey research to gather insights about customer needs, preferences, and behavior. These insights are used to create marketing strategies and develop new products.
• Public Opinion Research: Governments and political parties use survey research to understand public opinion on various issues. This information is used to develop policies and make decisions.
• Social Research: Survey research is used in social research to study social trends, attitudes, and behavior. Researchers use survey data to explore topics such as education, health, and social inequality.
• Academic Research: Survey research is used in academic research to study various phenomena. Researchers use survey data to test theories, explore relationships between variables, and draw conclusions.
• Customer Satisfaction Research: Companies use survey research to gather information about customer satisfaction with their products and services. This information is used to improve customer experience and retention.
• Employee Surveys: Employers use survey research to gather feedback from employees about their job satisfaction, working conditions, and organizational culture. This information is used to improve employee retention and productivity.
• Health Research: Survey research is used in health research to study topics such as disease prevalence, health behaviors, and healthcare access. Researchers use survey data to develop interventions and improve healthcare outcomes.

Examples of Survey Research

Here are some real-time examples of survey research:

• COVID-19 Pandemic Surveys: Since the outbreak of the COVID-19 pandemic, surveys have been conducted to gather information about public attitudes, behaviors, and perceptions related to the pandemic. Governments and healthcare organizations have used this data to develop public health strategies and messaging.
• Political Polls During Elections: During election seasons, surveys are used to measure public opinion on political candidates, policies, and issues in real-time. This information is used by political parties to develop campaign strategies and make decisions.
• Customer Feedback Surveys: Companies often use real-time customer feedback surveys to gather insights about customer experience and satisfaction. This information is used to improve products and services quickly.
• Event Surveys: Organizers of events such as conferences and trade shows often use surveys to gather feedback from attendees in real-time. This information can be used to improve future events and make adjustments during the current event.
• Website and App Surveys: Website and app owners use surveys to gather real-time feedback from users about the functionality, user experience, and overall satisfaction with their platforms. This feedback can be used to improve the user experience and retain customers.
• Employee Pulse Surveys: Employers use real-time pulse surveys to gather feedback from employees about their work experience and overall job satisfaction. This feedback is used to make changes in real-time to improve employee retention and productivity.

Survey Sample

Purpose of survey research.

The purpose of survey research is to gather data and insights from a representative sample of individuals. Survey research allows researchers to collect data quickly and efficiently from a large number of people, making it a valuable tool for understanding attitudes, behaviors, and preferences.

Here are some common purposes of survey research:

• Descriptive Research: Survey research is often used to describe characteristics of a population or a phenomenon. For example, a survey could be used to describe the characteristics of a particular demographic group, such as age, gender, or income.
• Exploratory Research: Survey research can be used to explore new topics or areas of research. Exploratory surveys are often used to generate hypotheses or identify potential relationships between variables.
• Explanatory Research: Survey research can be used to explain relationships between variables. For example, a survey could be used to determine whether there is a relationship between educational attainment and income.
• Evaluation Research: Survey research can be used to evaluate the effectiveness of a program or intervention. For example, a survey could be used to evaluate the impact of a health education program on behavior change.
• Monitoring Research: Survey research can be used to monitor trends or changes over time. For example, a survey could be used to monitor changes in attitudes towards climate change or political candidates over time.

When to use Survey Research

there are certain circumstances where survey research is particularly appropriate. Here are some situations where survey research may be useful:

• When the research question involves attitudes, beliefs, or opinions: Survey research is particularly useful for understanding attitudes, beliefs, and opinions on a particular topic. For example, a survey could be used to understand public opinion on a political issue.
• When the research question involves behaviors or experiences: Survey research can also be useful for understanding behaviors and experiences. For example, a survey could be used to understand the prevalence of a particular health behavior.
• When a large sample size is needed: Survey research allows researchers to collect data from a large number of people quickly and efficiently. This makes it a useful method when a large sample size is needed to ensure statistical validity.
• When the research question is time-sensitive: Survey research can be conducted quickly, which makes it a useful method when the research question is time-sensitive. For example, a survey could be used to understand public opinion on a breaking news story.
• When the research question involves a geographically dispersed population: Survey research can be conducted online, which makes it a useful method when the population of interest is geographically dispersed.

How to Conduct Survey Research

Conducting survey research involves several steps that need to be carefully planned and executed. Here is a general overview of the process:

• Define the research question: The first step in conducting survey research is to clearly define the research question. The research question should be specific, measurable, and relevant to the population of interest.
• Develop a survey instrument : The next step is to develop a survey instrument. This can be done using various methods, such as online survey tools or paper surveys. The survey instrument should be designed to elicit the information needed to answer the research question, and should be pre-tested with a small sample of individuals.
• Select a sample : The sample is the group of individuals who will be invited to participate in the survey. The sample should be representative of the population of interest, and the size of the sample should be sufficient to ensure statistical validity.
• Administer the survey: The survey can be administered in various ways, such as online, by mail, or in person. The method of administration should be chosen based on the population of interest and the research question.
• Analyze the data: Once the survey data is collected, it needs to be analyzed. This involves summarizing the data using statistical methods, such as frequency distributions or regression analysis.
• Draw conclusions: The final step is to draw conclusions based on the data analysis. This involves interpreting the results and answering the research question.

Advantages of Survey Research

There are several advantages to using survey research, including:

• Efficient data collection: Survey research allows researchers to collect data quickly and efficiently from a large number of people. This makes it a useful method for gathering information on a wide range of topics.
• Standardized data collection: Surveys are typically standardized, which means that all participants receive the same questions in the same order. This ensures that the data collected is consistent and reliable.
• Cost-effective: Surveys can be conducted online, by mail, or in person, which makes them a cost-effective method of data collection.
• Anonymity: Participants can remain anonymous when responding to a survey. This can encourage participants to be more honest and open in their responses.
• Easy comparison: Surveys allow for easy comparison of data between different groups or over time. This makes it possible to identify trends and patterns in the data.
• Versatility: Surveys can be used to collect data on a wide range of topics, including attitudes, beliefs, behaviors, and preferences.

Limitations of Survey Research

Here are some of the main limitations of survey research:

• Limited depth: Surveys are typically designed to collect quantitative data, which means that they do not provide much depth or detail about people’s experiences or opinions. This can limit the insights that can be gained from the data.
• Potential for bias: Surveys can be affected by various biases, including selection bias, response bias, and social desirability bias. These biases can distort the results and make them less accurate.
• L imited validity: Surveys are only as valid as the questions they ask. If the questions are poorly designed or ambiguous, the results may not accurately reflect the respondents’ attitudes or behaviors.
• Limited generalizability : Survey results are only generalizable to the population from which the sample was drawn. If the sample is not representative of the population, the results may not be generalizable to the larger population.
• Limited ability to capture context: Surveys typically do not capture the context in which attitudes or behaviors occur. This can make it difficult to understand the reasons behind the responses.
• Limited ability to capture complex phenomena: Surveys are not well-suited to capture complex phenomena, such as emotions or the dynamics of interpersonal relationships.

Following is an example of a Survey Sample:

Welcome to our Survey Research Page! We value your opinions and appreciate your participation in this survey. Please answer the questions below as honestly and thoroughly as possible.

1. What is your age?

• A) Under 18
• G) 65 or older

2. What is your highest level of education completed?

• A) Less than high school
• B) High school or equivalent
• C) Some college or technical school
• D) Bachelor’s degree
• E) Graduate or professional degree

3. What is your current employment status?

• A) Employed full-time
• B) Employed part-time
• C) Self-employed
• D) Unemployed

4. How often do you use the internet per day?

•  A) Less than 1 hour
• B) 1-3 hours
• C) 3-5 hours
• D) 5-7 hours
• E) More than 7 hours

5. How often do you engage in social media per day?

6. Have you ever participated in a survey research study before?

7. If you have participated in a survey research study before, how was your experience?

• A) Excellent
• E) Very poor

8. What are some of the topics that you would be interested in participating in a survey research study about?

……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………….

9. How often would you be willing to participate in survey research studies?

• A) Once a week
• B) Once a month
• C) Once every 6 months
• D) Once a year

10. Any additional comments or suggestions?

Thank you for taking the time to complete this survey. Your feedback is important to us and will help us improve our survey research efforts.

About the author

Muhammad Hassan

Researcher, Academic Writer, Web developer

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Methodology

• What Is Qualitative Research? | Methods & Examples

What Is Qualitative Research? | Methods & Examples

Published on June 19, 2020 by Pritha Bhandari . Revised on September 5, 2024.

Qualitative research involves collecting and analyzing non-numerical data (e.g., text, video, or audio) to understand concepts, opinions, or experiences. It can be used to gather in-depth insights into a problem or generate new ideas for research.

Qualitative research is the opposite of quantitative research , which involves collecting and analyzing numerical data for statistical analysis.

Qualitative research is commonly used in the humanities and social sciences, in subjects such as anthropology, sociology, education, health sciences, history, etc.

• How does social media shape body image in teenagers?
• How do children and adults interpret healthy eating in the UK?
• What factors influence employee retention in a large organization?
• How is anxiety experienced around the world?
• How can teachers integrate social issues into science curriculums?

Table of contents

Approaches to qualitative research, qualitative research methods, qualitative data analysis, advantages of qualitative research, disadvantages of qualitative research, other interesting articles, frequently asked questions about qualitative research.

Qualitative research is used to understand how people experience the world. While there are many approaches to qualitative research, they tend to be flexible and focus on retaining rich meaning when interpreting data.

Common approaches include grounded theory, ethnography , action research , phenomenological research, and narrative research. They share some similarities, but emphasize different aims and perspectives.

Note that qualitative research is at risk for certain research biases including the Hawthorne effect , observer bias , recall bias , and social desirability bias . While not always totally avoidable, awareness of potential biases as you collect and analyze your data can prevent them from impacting your work too much.

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Each of the research approaches involve using one or more data collection methods . These are some of the most common qualitative methods:

• Observations: recording what you have seen, heard, or encountered in detailed field notes.
• Interviews:  personally asking people questions in one-on-one conversations.
• Focus groups: asking questions and generating discussion among a group of people.
• Surveys : distributing questionnaires with open-ended questions.
• Secondary research: collecting existing data in the form of texts, images, audio or video recordings, etc.
• You take field notes with observations and reflect on your own experiences of the company culture.
• You distribute open-ended surveys to employees across all the company’s offices by email to find out if the culture varies across locations.
• You conduct in-depth interviews with employees in your office to learn about their experiences and perspectives in greater detail.

Qualitative researchers often consider themselves “instruments” in research because all observations, interpretations and analyses are filtered through their own personal lens.

For this reason, when writing up your methodology for qualitative research, it’s important to reflect on your approach and to thoroughly explain the choices you made in collecting and analyzing the data.

Qualitative data can take the form of texts, photos, videos and audio. For example, you might be working with interview transcripts, survey responses, fieldnotes, or recordings from natural settings.

Most types of qualitative data analysis share the same five steps:

• Prepare and organize your data. This may mean transcribing interviews or typing up fieldnotes.
• Review and explore your data. Examine the data for patterns or repeated ideas that emerge.
• Develop a data coding system. Based on your initial ideas, establish a set of codes that you can apply to categorize your data.
• Assign codes to the data. For example, in qualitative survey analysis, this may mean going through each participant’s responses and tagging them with codes in a spreadsheet. As you go through your data, you can create new codes to add to your system if necessary.
• Identify recurring themes. Link codes together into cohesive, overarching themes.

There are several specific approaches to analyzing qualitative data. Although these methods share similar processes, they emphasize different concepts.

Qualitative research often tries to preserve the voice and perspective of participants and can be adjusted as new research questions arise. Qualitative research is good for:

• Flexibility

The data collection and analysis process can be adapted as new ideas or patterns emerge. They are not rigidly decided beforehand.

• Natural settings

Data collection occurs in real-world contexts or in naturalistic ways.

• Meaningful insights

Detailed descriptions of people’s experiences, feelings and perceptions can be used in designing, testing or improving systems or products.

• Generation of new ideas

Open-ended responses mean that researchers can uncover novel problems or opportunities that they wouldn’t have thought of otherwise.

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Researchers must consider practical and theoretical limitations in analyzing and interpreting their data. Qualitative research suffers from:

• Unreliability

The real-world setting often makes qualitative research unreliable because of uncontrolled factors that affect the data.

• Subjectivity

Due to the researcher’s primary role in analyzing and interpreting data, qualitative research cannot be replicated . The researcher decides what is important and what is irrelevant in data analysis, so interpretations of the same data can vary greatly.

• Limited generalizability

Small samples are often used to gather detailed data about specific contexts. Despite rigorous analysis procedures, it is difficult to draw generalizable conclusions because the data may be biased and unrepresentative of the wider population .

• Labor-intensive

Although software can be used to manage and record large amounts of text, data analysis often has to be checked or performed manually.

If you want to know more about statistics , methodology , or research bias , make sure to check out some of our other articles with explanations and examples.

• Chi square goodness of fit test
• Degrees of freedom
• Null hypothesis
• Discourse analysis
• Control groups
• Mixed methods research
• Non-probability sampling
• Quantitative research
• Inclusion and exclusion criteria

Research bias

• Rosenthal effect
• Implicit bias
• Cognitive bias
• Selection bias
• Negativity bias
• Status quo bias

Quantitative research deals with numbers and statistics, while qualitative research deals with words and meanings.

Quantitative methods allow you to systematically measure variables and test hypotheses . Qualitative methods allow you to explore concepts and experiences in more detail.

There are five common approaches to qualitative research :

• Grounded theory involves collecting data in order to develop new theories.
• Ethnography involves immersing yourself in a group or organization to understand its culture.
• Narrative research involves interpreting stories to understand how people make sense of their experiences and perceptions.
• Phenomenological research involves investigating phenomena through people’s lived experiences.
• Action research links theory and practice in several cycles to drive innovative changes.

Data collection is the systematic process by which observations or measurements are gathered in research. It is used in many different contexts by academics, governments, businesses, and other organizations.

There are various approaches to qualitative data analysis , but they all share five steps in common:

• Prepare and organize your data.
• Review and explore your data.
• Develop a data coding system.
• Assign codes to the data.
• Identify recurring themes.

The specifics of each step depend on the focus of the analysis. Some common approaches include textual analysis , thematic analysis , and discourse analysis .

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