how to write methodology for survey

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How to Write Research Methodology

Last Updated: May 27, 2024 Approved

This article was co-authored by Alexander Ruiz, M.Ed. and by wikiHow staff writer, Jennifer Mueller, JD . Alexander Ruiz is an Educational Consultant and the Educational Director of Link Educational Institute, a tutoring business based in Claremont, California that provides customizable educational plans, subject and test prep tutoring, and college application consulting. With over a decade and a half of experience in the education industry, Alexander coaches students to increase their self-awareness and emotional intelligence while achieving skills and the goal of achieving skills and higher education. He holds a BA in Psychology from Florida International University and an MA in Education from Georgia Southern University. wikiHow marks an article as reader-approved once it receives enough positive feedback. In this case, several readers have written to tell us that this article was helpful to them, earning it our reader-approved status. This article has been viewed 523,556 times.

The research methodology section of any academic research paper gives you the opportunity to convince your readers that your research is useful and will contribute to your field of study. An effective research methodology is grounded in your overall approach – whether qualitative or quantitative – and adequately describes the methods you used. Justify why you chose those methods over others, then explain how those methods will provide answers to your research questions. [1] X Research source

Describing Your Methods

• In your restatement, include any underlying assumptions that you're making or conditions that you're taking for granted. These assumptions will also inform the research methods you've chosen.
• Generally, state the variables you'll test and the other conditions you're controlling or assuming are equal.

• If you want to research and document measurable social trends, or evaluate the impact of a particular policy on various variables, use a quantitative approach focused on data collection and statistical analysis.
• If you want to evaluate people's views or understanding of a particular issue, choose a more qualitative approach.
• You can also combine the two. For example, you might look primarily at a measurable social trend, but also interview people and get their opinions on how that trend is affecting their lives.

• For example, if you conducted a survey, you would describe the questions included in the survey, where and how the survey was conducted (such as in person, online, over the phone), how many surveys were distributed, and how long your respondents had to complete the survey.
• Include enough detail that your study can be replicated by others in your field, even if they may not get the same results you did. [4] X Research source

• Qualitative research methods typically require more detailed explanation than quantitative methods.
• Basic investigative procedures don't need to be explained in detail. Generally, you can assume that your readers have a general understanding of common research methods that social scientists use, such as surveys or focus groups.

• For example, suppose you conducted a survey and used a couple of other research papers to help construct the questions on your survey. You would mention those as contributing sources.

Justifying Your Choice of Methods

• Describe study participants specifically, and list any inclusion or exclusion criteria you used when forming your group of participants.
• Justify the size of your sample, if applicable, and describe how this affects whether your study can be generalized to larger populations. For example, if you conducted a survey of 30 percent of the student population of a university, you could potentially apply those results to the student body as a whole, but maybe not to students at other universities.

• Reading other research papers is a good way to identify potential problems that commonly arise with various methods. State whether you actually encountered any of these common problems during your research.

• If you encountered any problems as you collected data, explain clearly the steps you took to minimize the effect that problem would have on your results.

• In some cases, this may be as simple as stating that while there were numerous studies using one method, there weren't any using your method, which caused a gap in understanding of the issue.
• For example, there may be multiple papers providing quantitative analysis of a particular social trend. However, none of these papers looked closely at how this trend was affecting the lives of people.

Connecting Your Methods to Your Research Goals

• Depending on your research questions, you may be mixing quantitative and qualitative analysis – just as you could potentially use both approaches. For example, you might do a statistical analysis, and then interpret those statistics through a particular theoretical lens.

• For example, suppose you're researching the effect of college education on family farms in rural America. While you could do interviews of college-educated people who grew up on a family farm, that would not give you a picture of the overall effect. A quantitative approach and statistical analysis would give you a bigger picture.

• If in answering your research questions, your findings have raised other questions that may require further research, state these briefly.
• You can also include here any limitations to your methods, or questions that weren't answered through your research.

• Generalization is more typically used in quantitative research. If you have a well-designed sample, you can statistically apply your results to the larger population your sample belongs to.

Template to Write Research Methodology

Community Q&A

• Organize your methodology section chronologically, starting with how you prepared to conduct your research methods, how you gathered data, and how you analyzed that data. [13] X Research source Thanks Helpful 0 Not Helpful 0
• Write your research methodology section in past tense, unless you're submitting the methodology section before the research described has been carried out. [14] X Research source Thanks Helpful 0 Not Helpful 0
• Discuss your plans in detail with your advisor or supervisor before committing to a particular methodology. They can help identify possible flaws in your study. [15] X Research source Thanks Helpful 0 Not Helpful 0

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• ↑ http://expertjournals.com/how-to-write-a-research-methodology-for-your-academic-article/
• ↑ http://libguides.usc.edu/writingguide/methodology
• ↑ https://www.skillsyouneed.com/learn/dissertation-methodology.html
• ↑ https://uir.unisa.ac.za/bitstream/handle/10500/4245/05Chap%204_Research%20methodology%20and%20design.pdf
• ↑ https://elc.polyu.edu.hk/FYP/html/method.htm

About This Article

To write a research methodology, start with a section that outlines the problems or questions you'll be studying, including your hypotheses or whatever it is you're setting out to prove. Then, briefly explain why you chose to use either a qualitative or quantitative approach for your study. Next, go over when and where you conducted your research and what parameters you used to ensure you were objective. Finally, cite any sources you used to decide on the methodology for your research. To learn how to justify your choice of methods in your research methodology, scroll down! Did this summary help you? Yes No

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How to make a survey report: A guide to analyzing and detailing insights

• March 8, 2024

The survey report: Meaning and importance

Survey findings, analysis and interpretation, recommendations, use clear and accessible language, structure a report for clarity, provide context, include visual aids, cite sources, proofread and edit, introduction, create a survey with surveyplanet.

In today’s data-driven world, surveys are indispensable tools for gathering valuable intelligence and making informed decisions. Whether conducting market research, gauging customer satisfaction, or gathering employee feedback, the key to unlocking a survey’s true potential lies in the subsequent analysis and reporting of the collected data.

Whether you’re new to surveys or a seasoned researcher, mastering analysis and reporting is essential. To unlock the full potential of surveys one must learn how to make a survey report.

Before diving into the process, let’s clarify what a survey report is and why it’s crucial. It is a structured document that presents the findings, analysis, and conclusions derived from survey data. It serves as a means to communicate the insights obtained from the survey to stakeholders, enabling them to make informed decisions.

The importance of a survey report cannot be overstated. It provides a comprehensive overview of collected data, allowing stakeholders to gain a deeper understanding of the subject matter. Additionally, it serves as a reference point for future decision-making and strategy development, ensuring that actions are based on sound evidence rather than assumptions.

Key components of a survey report

Start a survey report with a brief overview of the purpose of the survey, its objectives, and the methodology used for data collection. This sets the context for the rest of the report and helps readers understand the scope of the survey.

The introduction serves as the roadmap that guides readers through the document and provides essential background information. It should answer questions such as why the survey was conducted, who the target audience was, and how the data was collected . By setting clear expectations upfront, the groundwork is laid for a coherent and compelling report.

Present the key findings of the survey in a clear and organized manner. Use charts, graphs, and tables to visualize the data effectively. Ensure that the findings are presented in a logical sequence, making it easy for readers to follow the narrative.

The survey findings section is the heart of the report, where the raw data collected during the survey is presented. It’s essential to organize the findings in a way that is easy to understand and digest. Visual aids such as charts, graphs, and tables can help illustrate trends and patterns in the data, making it easier for readers to grasp the key insights.

Dive deeper into the survey data by analyzing trends, patterns, and correlations. Provide insights into what the data means and why certain trends may be occurring. The findings must be interpreted in the context of the survey’s objectives and any relevant background information.

Analysis and interpretation are where the real value of the survey report lies. This is where surface-level findings are moved beyond to uncover the underlying meaning behind the data. By digging deeper to provide meaningful insights, stakeholders gain a deeper understanding of the issues at hand and identify potential opportunities for action.

Based on the analysis, offer actionable recommendations or suggestions that address the issues identified in the survey. These recommendations should be practical, feasible, and tied directly to the survey findings.

The recommendations section is where insights are translated into action. It’s not enough to simply present the findings—clear guidance on what steps should be taken next must be provided. Recommendations should be specific, actionable, and backed by evidence from the survey data. Such practical guidance empowers stakeholders to make informed decisions that drive positive change.

Don’t forget to summarize the key findings, insights, and recommendations presented in the report. Reinforce the importance of the survey results and emphasize how they can be used to drive decision-making.

The conclusion serves as a final wrap-up, summarizing the key takeaways and reinforcing the importance of the findings. It’s an opportunity to remind stakeholders of the survey’s value and how the results can be used to inform decision-making and drive positive change. By ending on a strong note, readers have a clear understanding of the significance of the survey and the actions that need to be taken moving forward.

Best practices for survey report writing

In addition to understanding the key components of a survey report, it’s essential to follow best practices when writing and presenting findings. Here are some tips to ensure that a survey report is clear, concise, and impactful.

Avoid technical jargon or overly complex language that may confuse readers. Instead, use clear and straightforward wording that is easily understood by the target audience.

Organize a survey report into clearly defined sections:

• Conclusion.

This helps readers navigate the document and find needed information quickly.

Always provide the background of findings by explaining the significance of the survey objectives and how the data relates to the broader goals of the organization or project.

Charts, graphs, and tables can help illustrate key findings and trends in the data. Use them sparingly and ensure they are properly labeled and explained in the text.

When referencing external sources or previous research, be sure to cite them properly. This adds credibility to the findings and allows readers to explore the topic further if they wish.

Before finalizing a survey report, take the time to proofread and edit it for grammar, spelling, and formatting errors. A polished and professional-looking report reflects positively on your work and enhances its credibility.

By following these best practices, it is ensured that a survey report effectively communicates findings and insights to stakeholders, empowering them to make informed decisions based on the data collected.

Short survey report example

To illustrate the process, let’s consider a hypothetical short survey report example:

The purpose of this survey was to gather feedback from customers regarding their satisfaction with our products and services. The survey was conducted online and received responses from 300 participants over a two-week period.

• 85% of respondents reported being satisfied with the quality of our products.
• 70% indicated that they found our customer service to be responsive and helpful.
• The majority of respondents cited price as the primary factor influencing their purchasing decisions.

The high satisfaction ratings suggest that our products meet the expectations of our customers. However, the feedback regarding pricing indicates a potential area for improvement. By analyzing the data further, we can identify opportunities to adjust pricing strategies or offer discounts to better meet customer needs.

Based on the survey findings, we recommend conducting further market research to better understand pricing dynamics and competitive positioning. Additionally, we propose exploring initiatives to enhance the overall value proposition for our products and services.

The survey results provide valuable insights into customer perceptions and preferences. By acting on these findings, we can strengthen our competitive position and drive greater customer satisfaction and loyalty .

Creating a survey report involves more than just presenting data; it requires careful analysis, interpretation, and meaningful recommendations. By following the steps outlined in this guide and utilizing the survey report example like the one provided, you can effectively communicate survey findings and empower decision-makers to take action based on valuable insights.

Ready to turn survey insights into actionable results? Try SurveyPlanet, our powerful survey tool designed to streamline survey creation, data collection, and analysis. Sign up now for a free trial and experience the ease and efficiency of gathering valuable feedback with SurveyPlanet. Your journey to informed decision-making starts here!

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Here's What You Need to Understand About Research Methodology

Table of Contents

Research methodology involves a systematic and well-structured approach to conducting scholarly or scientific inquiries. Knowing the significance of research methodology and its different components is crucial as it serves as the basis for any study.

Typically, your research topic will start as a broad idea you want to investigate more thoroughly. Once you’ve identified a research problem and created research questions , you must choose the appropriate methodology and frameworks to address those questions effectively.

What is the definition of a research methodology?

Research methodology is the process or the way you intend to execute your study. The methodology section of a research paper outlines how you plan to conduct your study. It covers various steps such as collecting data, statistical analysis, observing participants, and other procedures involved in the research process

The methods section should give a description of the process that will convert your idea into a study. Additionally, the outcomes of your process must provide valid and reliable results resonant with the aims and objectives of your research. This thumb rule holds complete validity, no matter whether your paper has inclinations for qualitative or quantitative usage.

Studying research methods used in related studies can provide helpful insights and direction for your own research. Now easily discover papers related to your topic on SciSpace and utilize our AI research assistant, Copilot , to quickly review the methodologies applied in different papers.

The need for a good research methodology

While deciding on your approach towards your research, the reason or factors you weighed in choosing a particular problem and formulating a research topic need to be validated and explained. A research methodology helps you do exactly that. Moreover, a good research methodology lets you build your argument to validate your research work performed through various data collection methods, analytical methods, and other essential points.

Just imagine it as a strategy documented to provide an overview of what you intend to do.

While undertaking any research writing or performing the research itself, you may get drifted in not something of much importance. In such a case, a research methodology helps you to get back to your outlined work methodology.

A research methodology helps in keeping you accountable for your work. Additionally, it can help you evaluate whether your work is in sync with your original aims and objectives or not. Besides, a good research methodology enables you to navigate your research process smoothly and swiftly while providing effective planning to achieve your desired results.

What is the basic structure of a research methodology?

Usually, you must ensure to include the following stated aspects while deciding over the basic structure of your research methodology:

1. Your research procedure

Explain what research methods you’re going to use. Whether you intend to proceed with quantitative or qualitative, or a composite of both approaches, you need to state that explicitly. The option among the three depends on your research’s aim, objectives, and scope.

2. Provide the rationality behind your chosen approach

Based on logic and reason, let your readers know why you have chosen said research methodologies. Additionally, you have to build strong arguments supporting why your chosen research method is the best way to achieve the desired outcome.

3. Explain your mechanism

The mechanism encompasses the research methods or instruments you will use to develop your research methodology. It usually refers to your data collection methods. You can use interviews, surveys, physical questionnaires, etc., of the many available mechanisms as research methodology instruments. The data collection method is determined by the type of research and whether the data is quantitative data(includes numerical data) or qualitative data (perception, morale, etc.) Moreover, you need to put logical reasoning behind choosing a particular instrument.

4. Significance of outcomes

The results will be available once you have finished experimenting. However, you should also explain how you plan to use the data to interpret the findings. This section also aids in understanding the problem from within, breaking it down into pieces, and viewing the research problem from various perspectives.

5. Reader’s advice

Anything that you feel must be explained to spread more awareness among readers and focus groups must be included and described in detail. You should not just specify your research methodology on the assumption that a reader is aware of the topic.  

All the relevant information that explains and simplifies your research paper must be included in the methodology section. If you are conducting your research in a non-traditional manner, give a logical justification and list its benefits.

6. Explain your sample space

Include information about the sample and sample space in the methodology section. The term "sample" refers to a smaller set of data that a researcher selects or chooses from a larger group of people or focus groups using a predetermined selection method. Let your readers know how you are going to distinguish between relevant and non-relevant samples. How you figured out those exact numbers to back your research methodology, i.e. the sample spacing of instruments, must be discussed thoroughly.

For example, if you are going to conduct a survey or interview, then by what procedure will you select the interviewees (or sample size in case of surveys), and how exactly will the interview or survey be conducted.

7. Challenges and limitations

This part, which is frequently assumed to be unnecessary, is actually very important. The challenges and limitations that your chosen strategy inherently possesses must be specified while you are conducting different types of research.

The importance of a good research methodology

You must have observed that all research papers, dissertations, or theses carry a chapter entirely dedicated to research methodology. This section helps maintain your credibility as a better interpreter of results rather than a manipulator.

A good research methodology always explains the procedure, data collection methods and techniques, aim, and scope of the research. In a research study, it leads to a well-organized, rationality-based approach, while the paper lacking it is often observed as messy or disorganized.

You should pay special attention to validating your chosen way towards the research methodology. This becomes extremely important in case you select an unconventional or a distinct method of execution.

Curating and developing a strong, effective research methodology can assist you in addressing a variety of situations, such as:

• When someone tries to duplicate or expand upon your research after few years.
• If a contradiction or conflict of facts occurs at a later time. This gives you the security you need to deal with these contradictions while still being able to defend your approach.
• Gaining a tactical approach in getting your research completed in time. Just ensure you are using the right approach while drafting your research methodology, and it can help you achieve your desired outcomes. Additionally, it provides a better explanation and understanding of the research question itself.
• Documenting the results so that the final outcome of the research stays as you intended it to be while starting.

Instruments you could use while writing a good research methodology

As a researcher, you must choose which tools or data collection methods that fit best in terms of the relevance of your research. This decision has to be wise.

There exists many research equipments or tools that you can use to carry out your research process. These are classified as:

a. Interviews (One-on-One or a Group)

An interview aimed to get your desired research outcomes can be undertaken in many different ways. For example, you can design your interview as structured, semi-structured, or unstructured. What sets them apart is the degree of formality in the questions. On the other hand, in a group interview, your aim should be to collect more opinions and group perceptions from the focus groups on a certain topic rather than looking out for some formal answers.

In surveys, you are in better control if you specifically draft the questions you seek the response for. For example, you may choose to include free-style questions that can be answered descriptively, or you may provide a multiple-choice type response for questions. Besides, you can also opt to choose both ways, deciding what suits your research process and purpose better.

c. Sample Groups

Similar to the group interviews, here, you can select a group of individuals and assign them a topic to discuss or freely express their opinions over that. You can simultaneously note down the answers and later draft them appropriately, deciding on the relevance of every response.

d. Observations

If your research domain is humanities or sociology, observations are the best-proven method to draw your research methodology. Of course, you can always include studying the spontaneous response of the participants towards a situation or conducting the same but in a more structured manner. A structured observation means putting the participants in a situation at a previously decided time and then studying their responses.

Of all the tools described above, it is you who should wisely choose the instruments and decide what’s the best fit for your research. You must not restrict yourself from multiple methods or a combination of a few instruments if appropriate in drafting a good research methodology.

Types of research methodology

A research methodology exists in various forms. Depending upon their approach, whether centered around words, numbers, or both, methodologies are distinguished as qualitative, quantitative, or an amalgamation of both.

1. Qualitative research methodology

When a research methodology primarily focuses on words and textual data, then it is generally referred to as qualitative research methodology. This type is usually preferred among researchers when the aim and scope of the research are mainly theoretical and explanatory.

The instruments used are observations, interviews, and sample groups. You can use this methodology if you are trying to study human behavior or response in some situations. Generally, qualitative research methodology is widely used in sociology, psychology, and other related domains.

2. Quantitative research methodology

If your research is majorly centered on data, figures, and stats, then analyzing these numerical data is often referred to as quantitative research methodology. You can use quantitative research methodology if your research requires you to validate or justify the obtained results.

In quantitative methods, surveys, tests, experiments, and evaluations of current databases can be advantageously used as instruments If your research involves testing some hypothesis, then use this methodology.

3. Amalgam methodology

As the name suggests, the amalgam methodology uses both quantitative and qualitative approaches. This methodology is used when a part of the research requires you to verify the facts and figures, whereas the other part demands you to discover the theoretical and explanatory nature of the research question.

The instruments for the amalgam methodology require you to conduct interviews and surveys, including tests and experiments. The outcome of this methodology can be insightful and valuable as it provides precise test results in line with theoretical explanations and reasoning.

The amalgam method, makes your work both factual and rational at the same time.

Final words: How to decide which is the best research methodology?

If you have kept your sincerity and awareness intact with the aims and scope of research well enough, you must have got an idea of which research methodology suits your work best.

Before deciding which research methodology answers your research question, you must invest significant time in reading and doing your homework for that. Taking references that yield relevant results should be your first approach to establishing a research methodology.

Moreover, you should never refrain from exploring other options. Before setting your work in stone, you must try all the available options as it explains why the choice of research methodology that you finally make is more appropriate than the other available options.

You should always go for a quantitative research methodology if your research requires gathering large amounts of data, figures, and statistics. This research methodology will provide you with results if your research paper involves the validation of some hypothesis.

Whereas, if  you are looking for more explanations, reasons, opinions, and public perceptions around a theory, you must use qualitative research methodology.The choice of an appropriate research methodology ultimately depends on what you want to achieve through your research.

Frequently Asked Questions (FAQs) about Research Methodology

1. how to write a research methodology.

You can always provide a separate section for research methodology where you should specify details about the methods and instruments used during the research, discussions on result analysis, including insights into the background information, and conveying the research limitations.

2. What are the types of research methodology?

There generally exists four types of research methodology i.e.

• Observation
• Experimental
• Derivational

3. What is the true meaning of research methodology?

The set of techniques or procedures followed to discover and analyze the information gathered to validate or justify a research outcome is generally called Research Methodology.

4. Where lies the importance of research methodology?

Your research methodology directly reflects the validity of your research outcomes and how well-informed your research work is. Moreover, it can help future researchers cite or refer to your research if they plan to use a similar research methodology.

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• What Is a Research Methodology? | Steps & Tips

What Is a Research Methodology? | Steps & Tips

Published on 25 February 2019 by Shona McCombes . Revised on 10 October 2022.

Your research methodology discusses and explains the data collection and analysis methods you used in your research. A key part of your thesis, dissertation, or research paper, the methodology chapter explains what you did and how you did it, allowing readers to evaluate the reliability and validity of your research.

It should include:

• The type of research you conducted
• How you collected and analysed your data
• Any tools or materials you used in the research
• Why you chose these methods
• Your methodology section should generally be written in the past tense .
• Academic style guides in your field may provide detailed guidelines on what to include for different types of studies.
• Your citation style might provide guidelines for your methodology section (e.g., an APA Style methods section ).

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Table of contents

How to write a research methodology, why is a methods section important, step 1: explain your methodological approach, step 2: describe your data collection methods, step 3: describe your analysis method, step 4: evaluate and justify the methodological choices you made, tips for writing a strong methodology chapter, frequently asked questions about methodology.

Prevent plagiarism, run a free check.

Your methods section is your opportunity to share how you conducted your research and why you chose the methods you chose. It’s also the place to show that your research was rigorously conducted and can be replicated .

It gives your research legitimacy and situates it within your field, and also gives your readers a place to refer to if they have any questions or critiques in other sections.

You can start by introducing your overall approach to your research. You have two options here.

Option 1: Start with your “what”

What research problem or question did you investigate?

• Aim to describe the characteristics of something?
• Explore an under-researched topic?
• Establish a causal relationship?

And what type of data did you need to achieve this aim?

• Quantitative data , qualitative data , or a mix of both?
• Primary data collected yourself, or secondary data collected by someone else?
• Experimental data gathered by controlling and manipulating variables, or descriptive data gathered via observations?

Option 2: Start with your “why”

Depending on your discipline, you can also start with a discussion of the rationale and assumptions underpinning your methodology. In other words, why did you choose these methods for your study?

• Why is this the best way to answer your research question?
• Is this a standard methodology in your field, or does it require justification?
• Were there any ethical considerations involved in your choices?
• What are the criteria for validity and reliability in this type of research ?

Once you have introduced your reader to your methodological approach, you should share full details about your data collection methods .

Quantitative methods

In order to be considered generalisable, you should describe quantitative research methods in enough detail for another researcher to replicate your study.

Here, explain how you operationalised your concepts and measured your variables. Discuss your sampling method or inclusion/exclusion criteria, as well as any tools, procedures, and materials you used to gather your data.

Surveys Describe where, when, and how the survey was conducted.

• How did you design the questionnaire?
• What form did your questions take (e.g., multiple choice, Likert scale )?
• Were your surveys conducted in-person or virtually?
• What sampling method did you use to select participants?
• What was your sample size and response rate?

Experiments Share full details of the tools, techniques, and procedures you used to conduct your experiment.

• How did you design the experiment ?
• How did you recruit participants?
• How did you manipulate and measure the variables ?
• What tools did you use?

Existing data Explain how you gathered and selected the material (such as datasets or archival data) that you used in your analysis.

• Where did you source the material?
• How was the data originally produced?
• What criteria did you use to select material (e.g., date range)?

The survey consisted of 5 multiple-choice questions and 10 questions measured on a 7-point Likert scale.

The goal was to collect survey responses from 350 customers visiting the fitness apparel company’s brick-and-mortar location in Boston on 4–8 July 2022, between 11:00 and 15:00.

Here, a customer was defined as a person who had purchased a product from the company on the day they took the survey. Participants were given 5 minutes to fill in the survey anonymously. In total, 408 customers responded, but not all surveys were fully completed. Due to this, 371 survey results were included in the analysis.

Qualitative methods

In qualitative research , methods are often more flexible and subjective. For this reason, it’s crucial to robustly explain the methodology choices you made.

Be sure to discuss the criteria you used to select your data, the context in which your research was conducted, and the role you played in collecting your data (e.g., were you an active participant, or a passive observer?)

Interviews or focus groups Describe where, when, and how the interviews were conducted.

• How did you find and select participants?
• How many participants took part?
• What form did the interviews take ( structured , semi-structured , or unstructured )?
• How long were the interviews?
• How were they recorded?

Participant observation Describe where, when, and how you conducted the observation or ethnography .

• What group or community did you observe? How long did you spend there?
• How did you gain access to this group? What role did you play in the community?
• How long did you spend conducting the research? Where was it located?
• How did you record your data (e.g., audiovisual recordings, note-taking)?

Existing data Explain how you selected case study materials for your analysis.

• What type of materials did you analyse?
• How did you select them?

In order to gain better insight into possibilities for future improvement of the fitness shop’s product range, semi-structured interviews were conducted with 8 returning customers.

Here, a returning customer was defined as someone who usually bought products at least twice a week from the store.

Surveys were used to select participants. Interviews were conducted in a small office next to the cash register and lasted approximately 20 minutes each. Answers were recorded by note-taking, and seven interviews were also filmed with consent. One interviewee preferred not to be filmed.

Mixed methods

Mixed methods research combines quantitative and qualitative approaches. If a standalone quantitative or qualitative study is insufficient to answer your research question, mixed methods may be a good fit for you.

Mixed methods are less common than standalone analyses, largely because they require a great deal of effort to pull off successfully. If you choose to pursue mixed methods, it’s especially important to robustly justify your methods here.

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Next, you should indicate how you processed and analysed your data. Avoid going into too much detail: you should not start introducing or discussing any of your results at this stage.

In quantitative research , your analysis will be based on numbers. In your methods section, you can include:

• How you prepared the data before analysing it (e.g., checking for missing data , removing outliers , transforming variables)
• Which software you used (e.g., SPSS, Stata or R)
• Which statistical tests you used (e.g., two-tailed t test , simple linear regression )

In qualitative research, your analysis will be based on language, images, and observations (often involving some form of textual analysis ).

Specific methods might include:

• Content analysis : Categorising and discussing the meaning of words, phrases and sentences
• Thematic analysis : Coding and closely examining the data to identify broad themes and patterns
• Discourse analysis : Studying communication and meaning in relation to their social context

Mixed methods combine the above two research methods, integrating both qualitative and quantitative approaches into one coherent analytical process.

Above all, your methodology section should clearly make the case for why you chose the methods you did. This is especially true if you did not take the most standard approach to your topic. In this case, discuss why other methods were not suitable for your objectives, and show how this approach contributes new knowledge or understanding.

In any case, it should be overwhelmingly clear to your reader that you set yourself up for success in terms of your methodology’s design. Show how your methods should lead to results that are valid and reliable, while leaving the analysis of the meaning, importance, and relevance of your results for your discussion section .

• Quantitative: Lab-based experiments cannot always accurately simulate real-life situations and behaviours, but they are effective for testing causal relationships between variables .
• Qualitative: Unstructured interviews usually produce results that cannot be generalised beyond the sample group , but they provide a more in-depth understanding of participants’ perceptions, motivations, and emotions.
• Mixed methods: Despite issues systematically comparing differing types of data, a solely quantitative study would not sufficiently incorporate the lived experience of each participant, while a solely qualitative study would be insufficiently generalisable.

Remember that your aim is not just to describe your methods, but to show how and why you applied them. Again, it’s critical to demonstrate that your research was rigorously conducted and can be replicated.

1. Focus on your objectives and research questions

The methodology section should clearly show why your methods suit your objectives  and convince the reader that you chose the best possible approach to answering your problem statement and research questions .

2. Cite relevant sources

Your methodology can be strengthened by referencing existing research in your field. This can help you to:

• Show that you followed established practice for your type of research
• Discuss how you decided on your approach by evaluating existing research
• Present a novel methodological approach to address a gap in the literature

3. Write for your audience

Consider how much information you need to give, and avoid getting too lengthy. If you are using methods that are standard for your discipline, you probably don’t need to give a lot of background or justification.

Regardless, your methodology should be a clear, well-structured text that makes an argument for your approach, not just a list of technical details and procedures.

Methodology refers to the overarching strategy and rationale of your research. Developing your methodology involves studying the research methods used in your field and the theories or principles that underpin them, in order to choose the approach that best matches your objectives.

Methods are the specific tools and procedures you use to collect and analyse data (e.g. interviews, experiments , surveys , statistical tests ).

In a dissertation or scientific paper, the methodology chapter or methods section comes after the introduction and before the results , discussion and conclusion .

Depending on the length and type of document, you might also include a literature review or theoretical framework before the methodology.

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

Quantitative methods allow you to test a hypothesis by systematically collecting and analysing data, while qualitative methods allow you to explore ideas and experiences in depth.

A sample is a subset of individuals from a larger population. Sampling means selecting the group that you will actually collect data from in your research.

For example, if you are researching the opinions of students in your university, you could survey a sample of 100 students.

Statistical sampling allows you to test a hypothesis about the characteristics of a population. There are various sampling methods you can use to ensure that your sample is representative of the population as a whole.

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How To Write The Methodology Chapter

The what, why & how explained simply (with examples).

By: Jenna Crossley (PhD) | Reviewed By: Dr. Eunice Rautenbach | September 2021 (Updated April 2023)

So, you’ve pinned down your research topic and undertaken a review of the literature – now it’s time to write up the methodology section of your dissertation, thesis or research paper . But what exactly is the methodology chapter all about – and how do you go about writing one? In this post, we’ll unpack the topic, step by step .

Overview: The Methodology Chapter

• The purpose  of the methodology chapter
• Why you need to craft this chapter (really) well
• How to write and structure the chapter
• Methodology chapter example
• Essential takeaways

What (exactly) is the methodology chapter?

The methodology chapter is where you outline the philosophical underpinnings of your research and outline the specific methodological choices you’ve made. The point of the methodology chapter is to tell the reader exactly how you designed your study and, just as importantly, why you did it this way.

Importantly, this chapter should comprehensively describe and justify all the methodological choices you made in your study. For example, the approach you took to your research (i.e., qualitative, quantitative or mixed), who  you collected data from (i.e., your sampling strategy), how you collected your data and, of course, how you analysed it. If that sounds a little intimidating, don’t worry – we’ll explain all these methodological choices in this post .

Why is the methodology chapter important?

The methodology chapter plays two important roles in your dissertation or thesis:

Firstly, it demonstrates your understanding of research theory, which is what earns you marks. A flawed research design or methodology would mean flawed results. So, this chapter is vital as it allows you to show the marker that you know what you’re doing and that your results are credible .

Secondly, the methodology chapter is what helps to make your study replicable. In other words, it allows other researchers to undertake your study using the same methodological approach, and compare their findings to yours. This is very important within academic research, as each study builds on previous studies.

The methodology chapter is also important in that it allows you to identify and discuss any methodological issues or problems you encountered (i.e., research limitations ), and to explain how you mitigated the impacts of these. Every research project has its limitations , so it’s important to acknowledge these openly and highlight your study’s value despite its limitations . Doing so demonstrates your understanding of research design, which will earn you marks. We’ll discuss limitations in a bit more detail later in this post, so stay tuned!

Need a helping hand?

How to write up the methodology chapter

First off, it’s worth noting that the exact structure and contents of the methodology chapter will vary depending on the field of research (e.g., humanities, chemistry or engineering) as well as the university . So, be sure to always check the guidelines provided by your institution for clarity and, if possible, review past dissertations from your university. Here we’re going to discuss a generic structure for a methodology chapter typically found in the sciences.

Before you start writing, it’s always a good idea to draw up a rough outline to guide your writing. Don’t just start writing without knowing what you’ll discuss where. If you do, you’ll likely end up with a disjointed, ill-flowing narrative . You’ll then waste a lot of time rewriting in an attempt to try to stitch all the pieces together. Do yourself a favour and start with the end in mind .

Section 1 – Introduction

As with all chapters in your dissertation or thesis, the methodology chapter should have a brief introduction. In this section, you should remind your readers what the focus of your study is, especially the research aims . As we’ve discussed many times on the blog, your methodology needs to align with your research aims, objectives and research questions. Therefore, it’s useful to frontload this component to remind the reader (and yourself!) what you’re trying to achieve.

In this section, you can also briefly mention how you’ll structure the chapter. This will help orient the reader and provide a bit of a roadmap so that they know what to expect. You don’t need a lot of detail here – just a brief outline will do.

Section 2 – The Methodology

The next section of your chapter is where you’ll present the actual methodology. In this section, you need to detail and justify the key methodological choices you’ve made in a logical, intuitive fashion. Importantly, this is the heart of your methodology chapter, so you need to get specific – don’t hold back on the details here. This is not one of those “less is more” situations.

Let’s take a look at the most common components you’ll likely need to cover. 

Methodological Choice #1 – Research Philosophy

Research philosophy refers to the underlying beliefs (i.e., the worldview) regarding how data about a phenomenon should be gathered , analysed and used . The research philosophy will serve as the core of your study and underpin all of the other research design choices, so it’s critically important that you understand which philosophy you’ll adopt and why you made that choice. If you’re not clear on this, take the time to get clarity before you make any further methodological choices.

While several research philosophies exist, two commonly adopted ones are positivism and interpretivism . These two sit roughly on opposite sides of the research philosophy spectrum.

Positivism states that the researcher can observe reality objectively and that there is only one reality, which exists independently of the observer. As a consequence, it is quite commonly the underlying research philosophy in quantitative studies and is oftentimes the assumed philosophy in the physical sciences.

Contrasted with this, interpretivism , which is often the underlying research philosophy in qualitative studies, assumes that the researcher performs a role in observing the world around them and that reality is unique to each observer . In other words, reality is observed subjectively .

These are just two philosophies (there are many more), but they demonstrate significantly different approaches to research and have a significant impact on all the methodological choices. Therefore, it’s vital that you clearly outline and justify your research philosophy at the beginning of your methodology chapter, as it sets the scene for everything that follows.

Methodological Choice #2 – Research Type

The next thing you would typically discuss in your methodology section is the research type. The starting point for this is to indicate whether the research you conducted is inductive or deductive .

Inductive research takes a bottom-up approach , where the researcher begins with specific observations or data and then draws general conclusions or theories from those observations. Therefore these studies tend to be exploratory in terms of approach.

Conversely , d eductive research takes a top-down approach , where the researcher starts with a theory or hypothesis and then tests it using specific observations or data. Therefore these studies tend to be confirmatory in approach.

Related to this, you’ll need to indicate whether your study adopts a qualitative, quantitative or mixed  approach. As we’ve mentioned, there’s a strong link between this choice and your research philosophy, so make sure that your choices are tightly aligned . When you write this section up, remember to clearly justify your choices, as they form the foundation of your study.

Methodological Choice #3 – Research Strategy

Next, you’ll need to discuss your research strategy (also referred to as a research design ). This methodological choice refers to the broader strategy in terms of how you’ll conduct your research, based on the aims of your study.

Several research strategies exist, including experimental , case studies , ethnography , grounded theory, action research , and phenomenology . Let’s take a look at two of these, experimental and ethnographic, to see how they contrast.

Experimental research makes use of the scientific method , where one group is the control group (in which no variables are manipulated ) and another is the experimental group (in which a specific variable is manipulated). This type of research is undertaken under strict conditions in a controlled, artificial environment (e.g., a laboratory). By having firm control over the environment, experimental research typically allows the researcher to establish causation between variables. Therefore, it can be a good choice if you have research aims that involve identifying causal relationships.

Ethnographic research , on the other hand, involves observing and capturing the experiences and perceptions of participants in their natural environment (for example, at home or in the office). In other words, in an uncontrolled environment.  Naturally, this means that this research strategy would be far less suitable if your research aims involve identifying causation, but it would be very valuable if you’re looking to explore and examine a group culture, for example.

As you can see, the right research strategy will depend largely on your research aims and research questions – in other words, what you’re trying to figure out. Therefore, as with every other methodological choice, it’s essential to justify why you chose the research strategy you did.

Methodological Choice #4 – Time Horizon

The next thing you’ll need to detail in your methodology chapter is the time horizon. There are two options here: cross-sectional and longitudinal . In other words, whether the data for your study were all collected at one point in time (cross-sectional) or at multiple points in time (longitudinal).

The choice you make here depends again on your research aims, objectives and research questions. If, for example, you aim to assess how a specific group of people’s perspectives regarding a topic change over time , you’d likely adopt a longitudinal time horizon.

Another important factor to consider is simply whether you have the time necessary to adopt a longitudinal approach (which could involve collecting data over multiple months or even years). Oftentimes, the time pressures of your degree program will force your hand into adopting a cross-sectional time horizon, so keep this in mind.

Methodological Choice #5 – Sampling Strategy

Next, you’ll need to discuss your sampling strategy . There are two main categories of sampling, probability and non-probability sampling.

Probability sampling involves a random (and therefore representative) selection of participants from a population, whereas non-probability sampling entails selecting participants in a non-random  (and therefore non-representative) manner. For example, selecting participants based on ease of access (this is called a convenience sample).

The right sampling approach depends largely on what you’re trying to achieve in your study. Specifically, whether you trying to develop findings that are generalisable to a population or not. Practicalities and resource constraints also play a large role here, as it can oftentimes be challenging to gain access to a truly random sample. In the video below, we explore some of the most common sampling strategies.

Methodological Choice #6 – Data Collection Method

Next up, you’ll need to explain how you’ll go about collecting the necessary data for your study. Your data collection method (or methods) will depend on the type of data that you plan to collect – in other words, qualitative or quantitative data.

Typically, quantitative research relies on surveys , data generated by lab equipment, analytics software or existing datasets. Qualitative research, on the other hand, often makes use of collection methods such as interviews , focus groups , participant observations, and ethnography.

So, as you can see, there is a tight link between this section and the design choices you outlined in earlier sections. Strong alignment between these sections, as well as your research aims and questions is therefore very important.

Methodological Choice #7 – Data Analysis Methods/Techniques

The final major methodological choice that you need to address is that of analysis techniques . In other words, how you’ll go about analysing your date once you’ve collected it. Here it’s important to be very specific about your analysis methods and/or techniques – don’t leave any room for interpretation. Also, as with all choices in this chapter, you need to justify each choice you make.

What exactly you discuss here will depend largely on the type of study you’re conducting (i.e., qualitative, quantitative, or mixed methods). For qualitative studies, common analysis methods include content analysis , thematic analysis and discourse analysis . In the video below, we explain each of these in plain language.

For quantitative studies, you’ll almost always make use of descriptive statistics , and in many cases, you’ll also use inferential statistical techniques (e.g., correlation and regression analysis). In the video below, we unpack some of the core concepts involved in descriptive and inferential statistics.

In this section of your methodology chapter, it’s also important to discuss how you prepared your data for analysis, and what software you used (if any). For example, quantitative data will often require some initial preparation such as removing duplicates or incomplete responses . Similarly, qualitative data will often require transcription and perhaps even translation. As always, remember to state both what you did and why you did it.

Section 3 – The Methodological Limitations

With the key methodological choices outlined and justified, the next step is to discuss the limitations of your design. No research methodology is perfect – there will always be trade-offs between the “ideal” methodology and what’s practical and viable, given your constraints. Therefore, this section of your methodology chapter is where you’ll discuss the trade-offs you had to make, and why these were justified given the context.

Methodological limitations can vary greatly from study to study, ranging from common issues such as time and budget constraints to issues of sample or selection bias . For example, you may find that you didn’t manage to draw in enough respondents to achieve the desired sample size (and therefore, statistically significant results), or your sample may be skewed heavily towards a certain demographic, thereby negatively impacting representativeness .

In this section, it’s important to be critical of the shortcomings of your study. There’s no use trying to hide them (your marker will be aware of them regardless). By being critical, you’ll demonstrate to your marker that you have a strong understanding of research theory, so don’t be shy here. At the same time, don’t beat your study to death . State the limitations, why these were justified, how you mitigated their impacts to the best degree possible, and how your study still provides value despite these limitations .

Section 4 – Concluding Summary

Finally, it’s time to wrap up the methodology chapter with a brief concluding summary. In this section, you’ll want to concisely summarise what you’ve presented in the chapter. Here, it can be a good idea to use a figure to summarise the key decisions, especially if your university recommends using a specific model (for example, Saunders’ Research Onion ).

Importantly, this section needs to be brief – a paragraph or two maximum (it’s a summary, after all). Also, make sure that when you write up your concluding summary, you include only what you’ve already discussed in your chapter; don’t add any new information.

Methodology Chapter Example

In the video below, we walk you through an example of a high-quality research methodology chapter from a dissertation. We also unpack our free methodology chapter template so that you can see how best to structure your chapter.

Wrapping Up

And there you have it – the methodology chapter in a nutshell. As we’ve mentioned, the exact contents and structure of this chapter can vary between universities , so be sure to check in with your institution before you start writing. If possible, try to find dissertations or theses from former students of your specific degree program – this will give you a strong indication of the expectations and norms when it comes to the methodology chapter (and all the other chapters!).

Also, remember the golden rule of the methodology chapter – justify every choice ! Make sure that you clearly explain the “why” for every “what”, and reference credible methodology textbooks or academic sources to back up your justifications.

If you need a helping hand with your research methodology (or any other component of your research), be sure to check out our private coaching service , where we hold your hand through every step of the research journey. Until next time, good luck!

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This post was based on one of our popular Research Bootcamps . If you're working on a research project, you'll definitely want to check this out ...

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A Comprehensive Guide to Survey Research Methodologies

For decades, researchers and businesses have used survey research to produce statistical data and explore ideas. The survey process is simple, ask questions and analyze the responses to make decisions. Data is what makes the difference between a valid and invalid statement and as the American statistician, W. Edwards Deming said:

“Without data, you’re just another person with an opinion.” - W. Edwards Deming

In this article, we will discuss what survey research is, its brief history, types, common uses, benefits, and the step-by-step process of designing a survey.

What is Survey Research

A survey is a research method that is used to collect data from a group of respondents in order to gain insights and information regarding a particular subject. It’s an excellent method to gather opinions and understand how and why people feel a certain way about different situations and contexts.

Brief History of Survey Research

Survey research may have its roots in the American and English “social surveys” conducted around the turn of the 20th century. The surveys were mainly conducted by researchers and reformers to document the extent of social issues such as poverty. ( 1 ) Despite being a relatively young field to many scientific domains, survey research has experienced three stages of development ( 2 ):

-       First Era (1930-1960)

-       Second Era (1960-1990)

-       Third Era (1990 onwards)

Over the years, survey research adapted to the changing times and technologies. By exploiting the latest technologies, researchers can gain access to the right population from anywhere in the world, analyze the data like never before, and extract useful information.

Survey Research Methods & Types

Survey research can be classified into seven categories based on objective, data sources, methodology, deployment method, and frequency of deployment.

Surveys based on Objective

Exploratory survey research.

Exploratory survey research is aimed at diving deeper into research subjects and finding out more about their context. It’s important for marketing or business strategy and the focus is to discover ideas and insights instead of gathering statistical data.

Generally, exploratory survey research is composed of open-ended questions that allow respondents to express their thoughts and perspectives. The final responses present information from various sources that can lead to fresh initiatives.

Predictive Survey Research

Predictive survey research is also called causal survey research. It’s preplanned, structured, and quantitative in nature. It’s often referred to as conclusive research as it tries to explain the cause-and-effect relationship between different variables. The objective is to understand which variables are causes and which are effects and the nature of the relationship between both variables.

Descriptive Survey Research

Descriptive survey research is largely observational and is ideal for gathering numeric data. Due to its quantitative nature, it’s often compared to exploratory survey research. The difference between the two is that descriptive research is structured and pre-planned.

 The idea behind descriptive research is to describe the mindset and opinion of a particular group of people on a given subject. The questions are every day multiple choices and users must choose from predefined categories. With predefined choices, you don’t get unique insights, rather, statistically inferable data.

Survey Research Types based on Concept Testing

Monadic concept testing.

Monadic testing is a survey research methodology in which the respondents are split into multiple groups and ask each group questions about a separate concept in isolation. Generally, monadic surveys are hyper-focused on a particular concept and shorter in duration. The important thing in monadic surveys is to avoid getting off-topic or exhausting the respondents with too many questions.

Sequential Monadic Concept Testing

Another approach to monadic testing is sequential monadic testing. In sequential monadic surveys, groups of respondents are surveyed in isolation. However, instead of surveying three groups on three different concepts, the researchers survey the same groups of people on three distinct concepts one after another. In a sequential monadic survey, at least two topics are included (in random order), and the same questions are asked for each concept to eliminate bias.

Based on Data Source

Primary data.

Data obtained directly from the source or target population is referred to as primary survey data. When it comes to primary data collection, researchers usually devise a set of questions and invite people with knowledge of the subject to respond. The main sources of primary data are interviews, questionnaires, surveys, and observation methods.

 Compared to secondary data, primary data is gathered from first-hand sources and is more reliable. However, the process of primary data collection is both costly and time-consuming.

Secondary Data

Survey research is generally used to collect first-hand information from a respondent. However, surveys can also be designed to collect and process secondary data. It’s collected from third-party sources or primary sources in the past.

 This type of data is usually generic, readily available, and cheaper than primary data collection. Some common sources of secondary data are books, data collected from older surveys, online data, and data from government archives. Beware that you might compromise the validity of your findings if you end up with irrelevant or inflated data.

Based on Research Method

Quantitative research.

Quantitative research is a popular research methodology that is used to collect numeric data in a systematic investigation. It’s frequently used in research contexts where statistical data is required, such as sciences or social sciences. Quantitative research methods include polls, systematic observations, and face-to-face interviews.

Qualitative Research

Qualitative research is a research methodology where you collect non-numeric data from research participants. In this context, the participants are not restricted to a specific system and provide open-ended information. Some common qualitative research methods include focus groups, one-on-one interviews, observations, and case studies.

Based on Deployment Method

Online surveys.

With technology advancing rapidly, the most popular method of survey research is an online survey. With the internet, you can not only reach a broader audience but also design and customize a survey and deploy it from anywhere. Online surveys have outperformed offline survey methods as they are less expensive and allow researchers to easily collect and analyze data from a large sample.

Paper or Print Surveys

As the name suggests, paper or print surveys use the traditional paper and pencil approach to collect data. Before the invention of computers, paper surveys were the survey method of choice.

Though many would assume that surveys are no longer conducted on paper, it's still a reliable method of collecting information during field research and data collection. However, unlike online surveys, paper surveys are expensive and require extra human resources.

Telephonic Surveys

Telephonic surveys are conducted over telephones where a researcher asks a series of questions to the respondent on the other end. Contacting respondents over a telephone requires less effort, human resources, and is less expensive.

What makes telephonic surveys debatable is that people are often reluctant in giving information over a phone call. Additionally, the success of such surveys depends largely on whether people are willing to invest their time on a phone call answering questions.

One-on-one Surveys

One-on-one surveys also known as face-to-face surveys are interviews where the researcher and respondent. Interacting directly with the respondent introduces the human factor into the survey.

Face-to-face interviews are useful when the researcher wants to discuss something personal with the respondent. The response rates in such surveys are always higher as the interview is being conducted in person. However, these surveys are quite expensive and the success of these depends on the knowledge and experience of the researcher.

Based on Distribution

The easiest and most common way of conducting online surveys is sending out an email. Sending out surveys via emails has a higher response rate as your target audience already knows about your brand and is likely to engage.

Buy Survey Responses

Purchasing survey responses also yields higher responses as the responders signed up for the survey. Businesses often purchase survey samples to conduct extensive research. Here, the target audience is often pre-screened to check if they're qualified to take part in the research.

Embedding Survey on a Website

Embedding surveys on a website is another excellent way to collect information. It allows your website visitors to take part in a survey without ever leaving the website and can be done while a person is entering or exiting the website.

Post the Survey on Social Media

Social media is an excellent medium to reach abroad range of audiences. You can publish your survey as a link on social media and people who are following the brand can take part and answer questions.

Based on Frequency of Deployment

Cross-sectional studies.

Cross-sectional studies are administered to a small sample from a large population within a short period of time. This provides researchers a peek into what the respondents are thinking at a given time. The surveys are usually short, precise, and specific to a particular situation.

Longitudinal Surveys

Longitudinal surveys are an extension of cross-sectional studies where researchers make an observation and collect data over extended periods of time. This type of survey can be further divided into three types:

-       Trend surveys are employed to allow researchers to understand the change in the thought process of the respondents over some time.

-       Panel surveys are administered to the same group of people over multiple years. These are usually expensive and researchers must stick to their panel to gather unbiased opinions.

-       In cohort surveys, researchers identify a specific category of people and regularly survey them. Unlike panel surveys, the same people do not need to take part over the years, but each individual must fall into the researcher’s primary interest category.

Retrospective Survey

Retrospective surveys allow researchers to ask questions to gather data about past events and beliefs of the respondents. Since retrospective surveys also require years of data, they are similar to the longitudinal survey, except retrospective surveys are shorter and less expensive.

Why Should You Conduct Research Surveys?

“In God we trust. All others must bring data” - W. Edwards Deming

 In the information age, survey research is of utmost importance and essential for understanding the opinion of your target population. Whether you’re launching a new product or conducting a social survey, the tool can be used to collect specific information from a defined set of respondents. The data collected via surveys can be further used by organizations to make informed decisions.

Furthermore, compared to other research methods, surveys are relatively inexpensive even if you’re giving out incentives. Compared to the older methods such as telephonic or paper surveys, online surveys have a smaller cost and the number of responses is higher.

 What makes surveys useful is that they describe the characteristics of a large population. With a larger sample size , you can rely on getting more accurate results. However, you also need honest and open answers for accurate results. Since surveys are also anonymous and the responses remain confidential, respondents provide candid and accurate answers.

Common Uses of a Survey

Surveys are widely used in many sectors, but the most common uses of the survey research include:

-       Market research : surveying a potential market to understand customer needs, preferences, and market demand.

-       Customer Satisfaction: finding out your customer’s opinions about your services, products, or companies .

-       Social research: investigating the characteristics and experiences of various social groups.

-       Health research: collecting data about patients’ symptoms and treatments.

-       Politics: evaluating public opinion regarding policies and political parties.

-       Psychology: exploring personality traits, behaviors, and preferences.

6 Steps to Conduct Survey Research

An organization, person, or company conducts a survey when they need the information to make a decision but have insufficient data on hand. Following are six simple steps that can help you design a great survey.

Step 1: Objective of the Survey

The first step in survey research is defining an objective. The objective helps you define your target population and samples. The target population is the specific group of people you want to collect data from and since it’s rarely possible to survey the entire population, we target a specific sample from it. Defining a survey objective also benefits your respondents by helping them understand the reason behind the survey.

Step 2: Number of Questions

The number of questions or the size of the survey depends on the survey objective. However, it’s important to ensure that there are no redundant queries and the questions are in a logical order. Rephrased and repeated questions in a survey are almost as frustrating as in real life. For a higher completion rate, keep the questionnaire small so that the respondents stay engaged to the very end. The ideal length of an interview is less than 15 minutes. ( 2 )

Step 3: Language and Voice of Questions

While designing a survey, you may feel compelled to use fancy language. However, remember that difficult language is associated with higher survey dropout rates. You need to speak to the respondent in a clear, concise, and neutral manner, and ask simple questions. If your survey respondents are bilingual, then adding an option to translate your questions into another language can also prove beneficial.

Step 4: Type of Questions

In a survey, you can include any type of questions and even both closed-ended or open-ended questions. However, opt for the question types that are the easiest to understand for the respondents, and offer the most value. For example, compared to open-ended questions, people prefer to answer close-ended questions such as MCQs (multiple choice questions)and NPS (net promoter score) questions.

Step 5: User Experience

Designing a great survey is about more than just questions. A lot of researchers underestimate the importance of user experience and how it affects their response and completion rates. An inconsistent, difficult-to-navigate survey with technical errors and poor color choice is unappealing for the respondents. Make sure that your survey is easy to navigate for everyone and if you’re using rating scales, they remain consistent throughout the research study.

Additionally, don’t forget to design a good survey experience for both mobile and desktop users. According to Pew Research Center, nearly half of the smartphone users access the internet mainly from their mobile phones and 14 percent of American adults are smartphone-only internet users. ( 3 )

Step 6: Survey Logic

Last but not least, logic is another critical aspect of the survey design. If the survey logic is flawed, respondents may not continue in the right direction. Make sure to test the logic to ensure that selecting one answer leads to the next logical question instead of a series of unrelated queries.

How to Effectively Use Survey Research with Starlight Analytics

Designing and conducting a survey is almost as much science as it is an art. To craft great survey research, you need technical skills, consider the psychological elements, and have a broad understanding of marketing.

The ultimate goal of the survey is to ask the right questions in the right manner to acquire the right results.

Bringing a new product to the market is a long process and requires a lot of research and analysis. In your journey to gather information or ideas for your business, Starlight Analytics can be an excellent guide. Starlight Analytics' product concept testing helps you measure your product's market demand and refine product features and benefits so you can launch with confidence. The process starts with custom research to design the survey according to your needs, execute the survey, and deliver the key insights on time.

• Survey research in the United States: roots and emergence, 1890-1960 https://searchworks.stanford.edu/view/10733873    
• How to create a survey questionnaire that gets great responses https://luc.id/knowledgehub/how-to-create-a-survey-questionnaire-that-gets-great-responses/    
• Internet/broadband fact sheet https://www.pewresearch.org/internet/fact-sheet/internet-broadband/    

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• How to Write Your Methods

Ensure understanding, reproducibility and replicability

What should you include in your methods section, and how much detail is appropriate?

Why Methods Matter

The methods section was once the most likely part of a paper to be unfairly abbreviated, overly summarized, or even relegated to hard-to-find sections of a publisher’s website. While some journals may responsibly include more detailed elements of methods in supplementary sections, the movement for increased reproducibility and rigor in science has reinstated the importance of the methods section. Methods are now viewed as a key element in establishing the credibility of the research being reported, alongside the open availability of data and results.

A clear methods section impacts editorial evaluation and readers’ understanding, and is also the backbone of transparency and replicability.

For example, the Reproducibility Project: Cancer Biology project set out in 2013 to replicate experiments from 50 high profile cancer papers, but revised their target to 18 papers once they understood how much methodological detail was not contained in the original papers.

What to include in your methods section

What you include in your methods sections depends on what field you are in and what experiments you are performing. However, the general principle in place at the majority of journals is summarized well by the guidelines at PLOS ONE : “The Materials and Methods section should provide enough detail to allow suitably skilled investigators to fully replicate your study. ” The emphases here are deliberate: the methods should enable readers to understand your paper, and replicate your study. However, there is no need to go into the level of detail that a lay-person would require—the focus is on the reader who is also trained in your field, with the suitable skills and knowledge to attempt a replication.

A constant principle of rigorous science

A methods section that enables other researchers to understand and replicate your results is a constant principle of rigorous, transparent, and Open Science. Aim to be thorough, even if a particular journal doesn’t require the same level of detail . Reproducibility is all of our responsibility. You cannot create any problems by exceeding a minimum standard of information. If a journal still has word-limits—either for the overall article or specific sections—and requires some methodological details to be in a supplemental section, that is OK as long as the extra details are searchable and findable .

Imagine replicating your own work, years in the future

As part of PLOS’ presentation on Reproducibility and Open Publishing (part of UCSF’s Reproducibility Series ) we recommend planning the level of detail in your methods section by imagining you are writing for your future self, replicating your own work. When you consider that you might be at a different institution, with different account logins, applications, resources, and access levels—you can help yourself imagine the level of specificity that you yourself would require to redo the exact experiment. Consider:

• Which details would you need to be reminded of? 
• Which cell line, or antibody, or software, or reagent did you use, and does it have a Research Resource ID (RRID) that you can cite?
• Which version of a questionnaire did you use in your survey? 
• Exactly which visual stimulus did you show participants, and is it publicly available? 
• What participants did you decide to exclude? 
• What process did you adjust, during your work? 

Tip: Be sure to capture any changes to your protocols

You yourself would want to know about any adjustments, if you ever replicate the work, so you can surmise that anyone else would want to as well. Even if a necessary adjustment you made was not ideal, transparency is the key to ensuring this is not regarded as an issue in the future. It is far better to transparently convey any non-optimal methods, or methodological constraints, than to conceal them, which could result in reproducibility or ethical issues downstream.

Visual aids for methods help when reading the whole paper

Consider whether a visual representation of your methods could be appropriate or aid understanding your process. A visual reference readers can easily return to, like a flow-diagram, decision-tree, or checklist, can help readers to better understand the complete article, not just the methods section.

Ethical Considerations

In addition to describing what you did, it is just as important to assure readers that you also followed all relevant ethical guidelines when conducting your research. While ethical standards and reporting guidelines are often presented in a separate section of a paper, ensure that your methods and protocols actually follow these guidelines. Read more about ethics .

Existing standards, checklists, guidelines, partners

While the level of detail contained in a methods section should be guided by the universal principles of rigorous science outlined above, various disciplines, fields, and projects have worked hard to design and develop consistent standards, guidelines, and tools to help with reporting all types of experiment. Below, you’ll find some of the key initiatives. Ensure you read the submission guidelines for the specific journal you are submitting to, in order to discover any further journal- or field-specific policies to follow, or initiatives/tools to utilize.

Tip: Keep your paper moving forward by providing the proper paperwork up front

Be sure to check the journal guidelines and provide the necessary documents with your manuscript submission. Collecting the necessary documentation can greatly slow the first round of peer review, or cause delays when you submit your revision.

Randomized Controlled Trials – CONSORT The Consolidated Standards of Reporting Trials (CONSORT) project covers various initiatives intended to prevent the problems of  inadequate reporting of randomized controlled trials. The primary initiative is an evidence-based minimum set of recommendations for reporting randomized trials known as the CONSORT Statement . 

Systematic Reviews and Meta-Analyses – PRISMA The Preferred Reporting Items for Systematic Reviews and Meta-Analyses ( PRISMA ) is an evidence-based minimum set of items focusing  on the reporting of  reviews evaluating randomized trials and other types of research.

Research using Animals – ARRIVE The Animal Research: Reporting of In Vivo Experiments ( ARRIVE ) guidelines encourage maximizing the information reported in research using animals thereby minimizing unnecessary studies. (Original study and proposal , and updated guidelines , in PLOS Biology .) 

Laboratory Protocols Protocols.io has developed a platform specifically for the sharing and updating of laboratory protocols , which are assigned their own DOI and can be linked from methods sections of papers to enhance reproducibility. Contextualize your protocol and improve discovery with an accompanying Lab Protocol article in PLOS ONE .

Consistent reporting of Materials, Design, and Analysis – the MDAR checklist A cross-publisher group of editors and experts have developed, tested, and rolled out a checklist to help establish and harmonize reporting standards in the Life Sciences . The checklist , which is available for use by authors to compile their methods, and editors/reviewers to check methods, establishes a minimum set of requirements in transparent reporting and is adaptable to any discipline within the Life Sciences, by covering a breadth of potentially relevant methodological items and considerations. If you are in the Life Sciences and writing up your methods section, try working through the MDAR checklist and see whether it helps you include all relevant details into your methods, and whether it reminded you of anything you might have missed otherwise.

Summary Writing tips

The main challenge you may find when writing your methods is keeping it readable AND covering all the details needed for reproducibility and replicability. While this is difficult, do not compromise on rigorous standards for credibility!

• Keep in mind future replicability, alongside understanding and readability.
• Follow checklists, and field- and journal-specific guidelines.
• Consider a commitment to rigorous and transparent science a personal responsibility, and not just adhering to journal guidelines.
• Establish whether there are persistent identifiers for any research resources you use that can be specifically cited in your methods section.
• Deposit your laboratory protocols in Protocols.io, establishing a permanent link to them. You can update your protocols later if you improve on them, as can future scientists who follow your protocols.
• Consider visual aids like flow-diagrams, lists, to help with reading other sections of the paper.
• Be specific about all decisions made during the experiments that someone reproducing your work would need to know.

Don’t

• Summarize or abbreviate methods without giving full details in a discoverable supplemental section.
• Presume you will always be able to remember how you performed the experiments, or have access to private or institutional notebooks and resources.
• Attempt to hide constraints or non-optimal decisions you had to make–transparency is the key to ensuring the credibility of your research.
• How to Write a Great Title
• How to Write an Abstract
• How to Report Statistics
• How to Write Discussions and Conclusions
• How to Edit Your Work

The contents of the Peer Review Center are also available as a live, interactive training session, complete with slides, talking points, and activities. …

The contents of the Writing Center are also available as a live, interactive training session, complete with slides, talking points, and activities. …

There’s a lot to consider when deciding where to submit your work. Learn how to choose a journal that will help your study reach its audience, while reflecting your values as a researcher…

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Survey Methodology

By: The InMoment Team

October 25, 2022 October 24, 2022

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When it comes to collecting data, one of the best ways to do so is a survey. Most companies put out surveys of some kind for customers and employees at different points. But there’s more to a survey than just a series of questions. In fact, surveys typically have a method behind them to gather specific types of data and to make them as effective as possible. But what is a survey method? What is survey methodology? Read on to learn about survey methodology and why that matters.  

What Is Survey Methodology? 

What is survey methodology? To begin, it’s important to distinguish between a survey methodology and a survey method. A survey method is the process or tool you use to gather information via a survey. For example, you might create an online survey with multiple choice questions, and that would be your survey method. A survey method can be qualitative or quantitative. We’ll talk more about survey method options and their pros and cons later on. 

Survey methodology, on the other hand, is the study of survey methods. It’s looking at all of the survey methods available and using applied statistical information to determine what methods give certain errors and where accuracy can be improved. Essentially, survey methodology studies sampling techniques and practices and determines the accuracy, so researchers of all kinds can improve their methods and get more accurate results. 

What Is the Purpose of Survey Methodology? 

So what is the purpose of survey methodology? Why do we have an entire field of applied statistics working on surveys? It’s important to understand why survey methods matter first. Survey methods are designed to help researchers and companies get information as accurately as possible. After all, the data you gather isn’t worth much if it’s completely inaccurate or riddled with errors that make it difficult to use. Survey methods are how you get data. 

Survey methodology exists to support survey methods. Survey methodology is all about studying the ways to improve the accuracy of survey methods, so researchers and companies can get the most accurate results from their surveys. It’s a field that exists to minimize errors—any deviations from your desired outcome—and help create data that’s as accurate to a population as possible. 

Think about it this way. The common stats phrase for setting up a survey is, “Garbage in, garbage out.” That means that if your method gathers bad data, you’re going to get bad results. The bad data can come from a variety of sources, but one major source is that your tool for gathering the data isn’t very accurate. Survey methodology’s purpose is to make those tools as accurate as possible. It’s what helps researchers and companies get great tools or methods to gather reliable data and get accurate results. 

Types of Survey Methods

Now that it’s clear what the difference between survey methods and survey methodology are, we can look at common types of survey methods available. 

Quantitative and Qualitative

Methods can include both qualitative and quantitative data, but what’s the difference? Qualitative data is descriptive data and more conceptual data. For example, if your survey is gathering qualitative data, you would want to collect quotes from respondents and try to look at the emotions and sentiments of your potential customers, rather than performing a statistical analysis. Qualitative data is the heart of data. 

Quantitative data is data that’s numerical—or quantifiable. When you perform a quantitative survey, you’re gathering information you can do a statistical analysis on; you want to know numbers. While qualitative data is the heart of your data, quantitative data is the bones and muscles; it’s what gives your data structure and support. 

Both quantitative and qualitative data are incredibly important. When you’re choosing to collect data, think about what you hope to accomplish with your data and whether you’re collecting qualitative data or quantitative data. That’s an important part of your survey methods. 

Structured and Unstructured

Another important part of your methods is the structure you choose. Some surveys are very particularly structured while some or more unstructured and allow respondents more liberty with how they answer and where the conversation goes. To determine how much structure you want, think about what kind of data you want at the end. If you want very specific types of data and quantitative data, you would probably choose a structured method that has people responding to exactly what you’re exploring. 

If you’re looking more at qualitative data, you might find it beneficial to take either route. On paper, a structured survey might be easier and get you the information you need. In an interview survey, you could go either way—or even strike a balance between the two—depending on if you’re interested in seeing where the conversation ends up going or in gathering data on something specific. 

Open Ended or Closed Ended Questions

Now it’s time to think of the methods for questions. In general, you can gather information from open ended or closed ended questions. Open ended questions are ones without answer options, a yes or no response, or a true and false response. These kinds of questions are typically geared toward qualitative data (but can be flexible, of course). Closed ended questions typically have respondents choose from some kind of option or require a one-word or one-number kind of answer. These questions are common for quantitative methods. 

Ultimately, a great survey may combine both open ended and closed ended questions to get a variety of data. 

Survey Collection Methods

The final aspect of your survey methods is the method of collection. There are many ways to collect data, but these are a few common ways with their advantages and disadvantages: 

• Pros: very personal, allows you to see non-verbal nuance, flexible for both structured and unstructured questions
• Cons: can be time consuming to set up and takes resources to make happen
• Pros: easy to organize, can be easy to get large amounts of data at once, digital responses that are easy to analyze
• Cons: could be subject to survey response bias, respondents may not complete the entire survey
• Pros: simple to do and doesn’t require expert design, great for testing hypotheses
• Cons: could affect the accuracy, no controlled variables
• Pros: easy for qualitative and unstructured data gathering, get a variety of perspectives, may lead to salient ideas you haven’t considered
• Cons: participants might not reveal their true thoughts, opinions of the respondents could be influenced by other participants

As you can see, there are so many survey methods to choose from to consider. And survey methodology is all about how to make these methods more effective. 

How to Write a Survey Methodology

When you’re going to use a survey, you can write out your methodology—or all the components of your methods and how effective they may be. Here are the steps to writing a survey methodology: 

• Define your sample group and size (evaluate for accuracy against the population)
• Decide on your methods and data collection method (while evaluating the effectiveness of those choices)
• The approach
• Your time frame
• Your method of collection
• The wording of questions
• (Evaluating each of these helps determine the accuracy of your methods)
• Collect data
• Organize and analyze your results

At the end of it, your methodology is all about thinking about and evaluating your accuracy with your chosen survey methods. 

The Bottom Line

Surveying can be a lot—especially when you not only have to consider your methods but also your methodology. There’s a lot to consider for data collection and analysis. But you don’t have to do it alone. InMoment—a leader in survey creation, collection, and analysis—is here to support you. Contact us today to see how we can help you with your survey methodology. 

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The methods section describes actions taken to investigate a research problem and the rationale for the application of specific procedures or techniques used to identify, select, process, and analyze information applied to understanding the problem, thereby, allowing the reader to critically evaluate a study’s overall validity and reliability. The methodology section of a research paper answers two main questions: How was the data collected or generated? And, how was it analyzed? The writing should be direct and precise and always written in the past tense.

Kallet, Richard H. "How to Write the Methods Section of a Research Paper." Respiratory Care 49 (October 2004): 1229-1232.

Importance of a Good Methodology Section

You must explain how you obtained and analyzed your results for the following reasons:

• Readers need to know how the data was obtained because the method you chose affects the results and, by extension, how you interpreted their significance in the discussion section of your paper.
• Methodology is crucial for any branch of scholarship because an unreliable method produces unreliable results and, as a consequence, undermines the value of your analysis of the findings.
• In most cases, there are a variety of different methods you can choose to investigate a research problem. The methodology section of your paper should clearly articulate the reasons why you have chosen a particular procedure or technique.
• The reader wants to know that the data was collected or generated in a way that is consistent with accepted practice in the field of study. For example, if you are using a multiple choice questionnaire, readers need to know that it offered your respondents a reasonable range of answers to choose from.
• The method must be appropriate to fulfilling the overall aims of the study. For example, you need to ensure that you have a large enough sample size to be able to generalize and make recommendations based upon the findings.
• The methodology should discuss the problems that were anticipated and the steps you took to prevent them from occurring. For any problems that do arise, you must describe the ways in which they were minimized or why these problems do not impact in any meaningful way your interpretation of the findings.
• In the social and behavioral sciences, it is important to always provide sufficient information to allow other researchers to adopt or replicate your methodology. This information is particularly important when a new method has been developed or an innovative use of an existing method is utilized.

Bem, Daryl J. Writing the Empirical Journal Article. Psychology Writing Center. University of Washington; Denscombe, Martyn. The Good Research Guide: For Small-Scale Social Research Projects . 5th edition. Buckingham, UK: Open University Press, 2014; Lunenburg, Frederick C. Writing a Successful Thesis or Dissertation: Tips and Strategies for Students in the Social and Behavioral Sciences . Thousand Oaks, CA: Corwin Press, 2008.

Structure and Writing Style

I.  Groups of Research Methods

There are two main groups of research methods in the social sciences:

• The e mpirical-analytical group approaches the study of social sciences in a similar manner that researchers study the natural sciences . This type of research focuses on objective knowledge, research questions that can be answered yes or no, and operational definitions of variables to be measured. The empirical-analytical group employs deductive reasoning that uses existing theory as a foundation for formulating hypotheses that need to be tested. This approach is focused on explanation.
• The i nterpretative group of methods is focused on understanding phenomenon in a comprehensive, holistic way . Interpretive methods focus on analytically disclosing the meaning-making practices of human subjects [the why, how, or by what means people do what they do], while showing how those practices arrange so that it can be used to generate observable outcomes. Interpretive methods allow you to recognize your connection to the phenomena under investigation. However, the interpretative group requires careful examination of variables because it focuses more on subjective knowledge.

II.  Content

The introduction to your methodology section should begin by restating the research problem and underlying assumptions underpinning your study. This is followed by situating the methods you used to gather, analyze, and process information within the overall “tradition” of your field of study and within the particular research design you have chosen to study the problem. If the method you choose lies outside of the tradition of your field [i.e., your review of the literature demonstrates that the method is not commonly used], provide a justification for how your choice of methods specifically addresses the research problem in ways that have not been utilized in prior studies.

The remainder of your methodology section should describe the following:

• Decisions made in selecting the data you have analyzed or, in the case of qualitative research, the subjects and research setting you have examined,
• Tools and methods used to identify and collect information, and how you identified relevant variables,
• The ways in which you processed the data and the procedures you used to analyze that data, and
• The specific research tools or strategies that you utilized to study the underlying hypothesis and research questions.

In addition, an effectively written methodology section should:

• Introduce the overall methodological approach for investigating your research problem . Is your study qualitative or quantitative or a combination of both (mixed method)? Are you going to take a special approach, such as action research, or a more neutral stance?
• Indicate how the approach fits the overall research design . Your methods for gathering data should have a clear connection to your research problem. In other words, make sure that your methods will actually address the problem. One of the most common deficiencies found in research papers is that the proposed methodology is not suitable to achieving the stated objective of your paper.
• Describe the specific methods of data collection you are going to use , such as, surveys, interviews, questionnaires, observation, archival research. If you are analyzing existing data, such as a data set or archival documents, describe how it was originally created or gathered and by whom. Also be sure to explain how older data is still relevant to investigating the current research problem.
• Explain how you intend to analyze your results . Will you use statistical analysis? Will you use specific theoretical perspectives to help you analyze a text or explain observed behaviors? Describe how you plan to obtain an accurate assessment of relationships, patterns, trends, distributions, and possible contradictions found in the data.
• Provide background and a rationale for methodologies that are unfamiliar for your readers . Very often in the social sciences, research problems and the methods for investigating them require more explanation/rationale than widely accepted rules governing the natural and physical sciences. Be clear and concise in your explanation.
• Provide a justification for subject selection and sampling procedure . For instance, if you propose to conduct interviews, how do you intend to select the sample population? If you are analyzing texts, which texts have you chosen, and why? If you are using statistics, why is this set of data being used? If other data sources exist, explain why the data you chose is most appropriate to addressing the research problem.
• Provide a justification for case study selection . A common method of analyzing research problems in the social sciences is to analyze specific cases. These can be a person, place, event, phenomenon, or other type of subject of analysis that are either examined as a singular topic of in-depth investigation or multiple topics of investigation studied for the purpose of comparing or contrasting findings. In either method, you should explain why a case or cases were chosen and how they specifically relate to the research problem.
• Describe potential limitations . Are there any practical limitations that could affect your data collection? How will you attempt to control for potential confounding variables and errors? If your methodology may lead to problems you can anticipate, state this openly and show why pursuing this methodology outweighs the risk of these problems cropping up.

NOTE:   Once you have written all of the elements of the methods section, subsequent revisions should focus on how to present those elements as clearly and as logically as possibly. The description of how you prepared to study the research problem, how you gathered the data, and the protocol for analyzing the data should be organized chronologically. For clarity, when a large amount of detail must be presented, information should be presented in sub-sections according to topic. If necessary, consider using appendices for raw data.

ANOTHER NOTE: If you are conducting a qualitative analysis of a research problem , the methodology section generally requires a more elaborate description of the methods used as well as an explanation of the processes applied to gathering and analyzing of data than is generally required for studies using quantitative methods. Because you are the primary instrument for generating the data [e.g., through interviews or observations], the process for collecting that data has a significantly greater impact on producing the findings. Therefore, qualitative research requires a more detailed description of the methods used.

YET ANOTHER NOTE:   If your study involves interviews, observations, or other qualitative techniques involving human subjects , you may be required to obtain approval from the university's Office for the Protection of Research Subjects before beginning your research. This is not a common procedure for most undergraduate level student research assignments. However, i f your professor states you need approval, you must include a statement in your methods section that you received official endorsement and adequate informed consent from the office and that there was a clear assessment and minimization of risks to participants and to the university. This statement informs the reader that your study was conducted in an ethical and responsible manner. In some cases, the approval notice is included as an appendix to your paper.

III.  Problems to Avoid

Irrelevant Detail The methodology section of your paper should be thorough but concise. Do not provide any background information that does not directly help the reader understand why a particular method was chosen, how the data was gathered or obtained, and how the data was analyzed in relation to the research problem [note: analyzed, not interpreted! Save how you interpreted the findings for the discussion section]. With this in mind, the page length of your methods section will generally be less than any other section of your paper except the conclusion.

Unnecessary Explanation of Basic Procedures Remember that you are not writing a how-to guide about a particular method. You should make the assumption that readers possess a basic understanding of how to investigate the research problem on their own and, therefore, you do not have to go into great detail about specific methodological procedures. The focus should be on how you applied a method , not on the mechanics of doing a method. An exception to this rule is if you select an unconventional methodological approach; if this is the case, be sure to explain why this approach was chosen and how it enhances the overall process of discovery.

Problem Blindness It is almost a given that you will encounter problems when collecting or generating your data, or, gaps will exist in existing data or archival materials. Do not ignore these problems or pretend they did not occur. Often, documenting how you overcame obstacles can form an interesting part of the methodology. It demonstrates to the reader that you can provide a cogent rationale for the decisions you made to minimize the impact of any problems that arose.

Literature Review Just as the literature review section of your paper provides an overview of sources you have examined while researching a particular topic, the methodology section should cite any sources that informed your choice and application of a particular method [i.e., the choice of a survey should include any citations to the works you used to help construct the survey].

It’s More than Sources of Information! A description of a research study's method should not be confused with a description of the sources of information. Such a list of sources is useful in and of itself, especially if it is accompanied by an explanation about the selection and use of the sources. The description of the project's methodology complements a list of sources in that it sets forth the organization and interpretation of information emanating from those sources.

Azevedo, L.F. et al. "How to Write a Scientific Paper: Writing the Methods Section." Revista Portuguesa de Pneumologia 17 (2011): 232-238; Blair Lorrie. “Choosing a Methodology.” In Writing a Graduate Thesis or Dissertation , Teaching Writing Series. (Rotterdam: Sense Publishers 2016), pp. 49-72; Butin, Dan W. The Education Dissertation A Guide for Practitioner Scholars . Thousand Oaks, CA: Corwin, 2010; Carter, Susan. Structuring Your Research Thesis . New York: Palgrave Macmillan, 2012; Kallet, Richard H. “How to Write the Methods Section of a Research Paper.” Respiratory Care 49 (October 2004):1229-1232; Lunenburg, Frederick C. Writing a Successful Thesis or Dissertation: Tips and Strategies for Students in the Social and Behavioral Sciences . Thousand Oaks, CA: Corwin Press, 2008. Methods Section. The Writer’s Handbook. Writing Center. University of Wisconsin, Madison; Rudestam, Kjell Erik and Rae R. Newton. “The Method Chapter: Describing Your Research Plan.” In Surviving Your Dissertation: A Comprehensive Guide to Content and Process . (Thousand Oaks, Sage Publications, 2015), pp. 87-115; What is Interpretive Research. Institute of Public and International Affairs, University of Utah; Writing the Experimental Report: Methods, Results, and Discussion. The Writing Lab and The OWL. Purdue University; Methods and Materials. The Structure, Format, Content, and Style of a Journal-Style Scientific Paper. Department of Biology. Bates College.

Writing Tip

Statistical Designs and Tests? Do Not Fear Them!

Don't avoid using a quantitative approach to analyzing your research problem just because you fear the idea of applying statistical designs and tests. A qualitative approach, such as conducting interviews or content analysis of archival texts, can yield exciting new insights about a research problem, but it should not be undertaken simply because you have a disdain for running a simple regression. A well designed quantitative research study can often be accomplished in very clear and direct ways, whereas, a similar study of a qualitative nature usually requires considerable time to analyze large volumes of data and a tremendous burden to create new paths for analysis where previously no path associated with your research problem had existed.

To locate data and statistics, GO HERE .

Another Writing Tip

Knowing the Relationship Between Theories and Methods

There can be multiple meaning associated with the term "theories" and the term "methods" in social sciences research. A helpful way to delineate between them is to understand "theories" as representing different ways of characterizing the social world when you research it and "methods" as representing different ways of generating and analyzing data about that social world. Framed in this way, all empirical social sciences research involves theories and methods, whether they are stated explicitly or not. However, while theories and methods are often related, it is important that, as a researcher, you deliberately separate them in order to avoid your theories playing a disproportionate role in shaping what outcomes your chosen methods produce.

Introspectively engage in an ongoing dialectic between the application of theories and methods to help enable you to use the outcomes from your methods to interrogate and develop new theories, or ways of framing conceptually the research problem. This is how scholarship grows and branches out into new intellectual territory.

Reynolds, R. Larry. Ways of Knowing. Alternative Microeconomics . Part 1, Chapter 3. Boise State University; The Theory-Method Relationship. S-Cool Revision. United Kingdom.

Yet Another Writing Tip

Methods and the Methodology

Do not confuse the terms "methods" and "methodology." As Schneider notes, a method refers to the technical steps taken to do research . Descriptions of methods usually include defining and stating why you have chosen specific techniques to investigate a research problem, followed by an outline of the procedures you used to systematically select, gather, and process the data [remember to always save the interpretation of data for the discussion section of your paper].

The methodology refers to a discussion of the underlying reasoning why particular methods were used . This discussion includes describing the theoretical concepts that inform the choice of methods to be applied, placing the choice of methods within the more general nature of academic work, and reviewing its relevance to examining the research problem. The methodology section also includes a thorough review of the methods other scholars have used to study the topic.

Bryman, Alan. "Of Methods and Methodology." Qualitative Research in Organizations and Management: An International Journal 3 (2008): 159-168; Schneider, Florian. “What's in a Methodology: The Difference between Method, Methodology, and Theory…and How to Get the Balance Right?” PoliticsEastAsia.com. Chinese Department, University of Leiden, Netherlands.

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Survey Methodology: How to reach your Audience

When conducting research and collecting data, it is critical to get accurate information. However, it would be best if you also remembered to get the right sample size to ensure that you are drawing reliable conclusions. There are currently many ways to reach your target audience. Let’s talk about survey methodology.

The main difference between methodologies is the cost, depending on the type of data you want to collect and the number of responses you need for your specific research. However, respondent behavior has changed over time, and different factors should be considered when choosing your survey methodology.

What is a Survey Methodology?

A survey methodology is a technique that is carried out by applying a questionnaire to a sample of people. Surveys provide information on citizens’ opinions, attitudes, and behaviors, and there’s more than one method to conduct them. In fact, there’s a whole universe to learn from in the surveys world.

LEARN ABOUT: Survey Sample Sizes

Survey Methodology Examples

The most common channels to contact respondents are in-person, telephone, mail, and online. Each of these methods has strengths and weaknesses that should be considered.

In-person surveys

These are conducted with an interviewer meeting with the respondent directly. This survey can be in a panel setting, where respondents meet the interviewers in a central location or where the interviewer goes to a product or service location to find customers interested in completing a survey.

The format allows the customer to give open-ended feedback, which a skilled interviewer can put into quantitative values. The interviewer will be able to explain the content of the survey and read non-verbal cues from the customer. This allows the customer to give additional information to the researcher. The feedback saves time in categorizing and interpreting responses later in the research process.

It is the most intimate survey methodology, which makes it a good option for discussing more sensitive topics. It is also the most expensive option. The reason is it requires a large number of responses, which must cover travel, setting up in a physical location, and training interviewers to have the skills to manage and record a survey in this way.

Telephone interviews

These surveys are a way to follow the in-person interview format, with less cost for travel and the ability to reach people more easily. One interviewer will be able to contact more respondents by telephone. While the interviewer can’t read visual cues, they will still be able to explain the survey content and collect more open-ended feedback from the respondent.

However, currently, people are less likely to answer the phone for numbers they don’t recognize and are even less likely to give out information to anyone. This will restrict your sample size while still having costs and time for interviewers to attempt to contact people.

Paper surveys by mail

Surveys can be completed at the respondents’ convenience sample . They are a great way to reach many potential respondents for much less cost. It is an easy way to reach people without feeling as intrusive as a phone call could be. Due to the less personal contact method, it is of greater importance that the survey content is planned out so that questions are clear to the respondent.

This method requires good address records to ensure they end up in the right person’s hands, and unlike an interview, respondents may put off replying and forget to send back a response. If done correctly, this will result in answers that researchers will be able to use when analyzing the data.

This is an excellent method for primarily quantitative data when you want a large sample size . Since they are less personal and responses are sent back by mail, respondents may also be less willing to reply on more sensitive topics. 

Online survey methodology for collecting information

Online survey methodology is prevalent now. An online survey can reach a wide audience and can be completed at their convenience. A short survey can even be conducted while they are waiting for a site to load or other activity to complete. Similar to email surveys , an online survey will have to be written so that a respondent can follow instructions without an interviewer to help them a nd focus on quantitative feedback.

When collecting data online, the answers can be directly stored in a  database, saving costs on tabulating paper responses. Online surveys are a cost-effective way compared to paper and telephonic ways. Online surveys are global and can be taken by each individual through the internet as well as offline means.

Online surveys are scalable and we can reach out to larger sample sizes easily compared to paper-based and telephonic surveys . Online surveys are fast compared to traditional paper-based surveys. Due to contents in the survey chances are the survey may be junked due to links and keywords used in a survey this will cost reacting to the sampling size or target size of the survey.

Online surveys are ignored at times as online surveys are bombarded and in this case, there are chances of missing important surveys. One of the major disadvantages of online surveys is their inability to reach people residing in far-off, remote locations with no access to the internet.

Even elders who do not have internet access and are not proficient in working with online platforms are difficult to connect with using web-based surveys.

An important area where online surveys lag behind is capturing what respondents really feel about the problems mentioned in the survey. Being completely online, there is no way you can notice the facial expressions or body language of the participants. All you have is the responses to decode what customers really feel.

LEARN ABOUT: best time to send out surveys

The future of Survey Methodology

Modern technology means that many respondents are already spending more time with devices connected to the internet, which makes it an excellent contact channel for getting survey responses. Since it is cost-effective and efficient to focus on a smaller number of contact channels, it is critical to understand the strengths and weaknesses of online surveys, including how it affects the demographics of your respondents.

Finding the best way to reach your audience online is important to get the responses needed to conduct meaningful research. Ensure that you have proper contact information, whether that is ensuring that companies are keeping accurate email databases or that web portals for online panels are up to date. Pay attention to respondent feedback to ensure that you are keeping their attention long enough to get responses and that they are motivated to give true responses in an impersonal environment.

You will be competing with many other sources that are trying to get your respondents’ attention online, so ensure you are contacting them in a way where it is clear why your survey should be important to them. With market research to know how to best target your audience, you have the opportunity to collect a large amount of data in an efficient manner.

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How to create an effective survey in 15 simple tips

Updated August 15, 2023

You don’t have to be an expert to create a survey, but by following a few survey best practices you can make sure you’re collecting the best data possible.

Access 50+ expert-designed survey templates with a free Qualtrics Surveys account

From working out what you want to achieve to providing incentives for respondents, survey design can take time.

But when you don’t have hours to devote to becoming a survey-creation guru, a quick guide to the essentials is a great way to get started.

In this article, we’re going to reveal how to create a survey that’s easy to complete, encourages collecting feedback, hits the research questions you’re interested in, and produces data that’s easy to work with at the analysis stage .

15 Tips when creating surveys

1. define the purpose of the survey.

Before you even think about your survey questions , you need to define their purpose.

The survey’s purpose should be a clear, attainable, and relevant goal. For example, you might want to understand why customer engagement is dropping off during the middle of the sales process.

Your goal could then be something like: “I want to understand the key factors that cause engagement to dip at the middle of the sales process, including both internal and external elements.”

Or maybe you want to understand customer satisfaction post-sale. If so, the goal of your survey could be: “I want to understand how customer satisfaction is influenced by customer service and support post-sale, including through online and offline channels.”

The idea is to come up with a specific, measurable, and relevant goal for your survey. This way you ensure that your questions are tailored to what you want to achieve and that the data captured can be compared against your goal.

2. Make every question count

You’re building your survey questionnaire to obtain important insights, so every question should play a direct role in hitting that target.

Make sure each question adds value and drives survey responses that relate directly to your research goals. For example, if your participant’s precise age or home state is relevant to your results, go ahead and ask. If not, save yourself and your respondents some time and skip it.

It’s best to plan your survey by first identifying the data you need to collect and then writing your questions.

You can also incorporate multiple-choice questions to get a range of responses that provide more detail than a solid yes or no. It’s not always black and white.

For a deeper dive into the art and science of question-writing and survey best practices, check out Survey questions 101 .

3. Keep it short and simple

Although you may be deeply committed to your survey, the chances are that your respondents... aren’t.

As a survey designer, a big part of your job is keeping their attention and making sure they stay focused until the end of the survey.

Respondents are less likely to complete long surveys or surveys that bounce around haphazardly from topic to topic. Make sure your survey follows a logical order and takes a reasonable amount of time to complete.

Although they don’t need to know everything about your research project, it can help to let respondents know why you’re asking about a certain topic. Knowing the basics about who you are and what you’re researching means they’re more likely to keep their responses focused and in scope.

Access 50+ expert-designed survey templates now

4. Ask direct questions

Vaguely worded survey questions confuse respondents and make your resulting data less useful. Be as specific as possible, and strive for clear and precise language that will make your survey questions easy to answer.

It can be helpful to mention a specific situation or behavior rather than a general tendency. That way you focus the respondent on the facts of their life rather than asking them to consider abstract beliefs or ideas .

See an example:

Good survey design isn’t just about getting the information you need, but also encouraging respondents to think in different ways.

Get access to the top downloaded survey templates here

5. Ask one question at a time

Although it’s important to keep your survey as short and sweet as possible, that doesn’t mean doubling up on questions. Trying to pack too much into a single question can lead to confusion and inaccuracies in the responses.

Take a closer look at questions in your survey that contain the word “and” – it can be a red flag that your question has two parts. For example: “Which of these cell phone service providers has the best customer support and reliability?” This is problematic because a respondent may feel that one service is more reliable, but another has better customer support.

Also, if you want to go beyond surveys and develop a multi-faceted listening approach to drive meaningful change and glean actionable insights, make sure to download our guide .

6. Avoid leading and biased questions

Although you don’t intend them to, certain words and phrases can introduce bias into your questions or point the respondent in the direction of a particular answer.

As a rule of thumb, when you conduct a survey it’s best to provide only as much wording as a respondent needs to give an informed answer. Keep your question wording focused on the respondent and their opinions, rather than introducing anything that could be construed as a point of view of your own.

In particular, scrutinize adjectives and adverbs in your questions. If they’re not needed, take them out.

7. Speak your respondent's language

This tip goes hand in hand with many others in this guide – it’s about making language only as complex or as detailed as it needs to be when conducting great surveys.

Create surveys that use language and terminology that your respondents will understand. Keep the language as plain as possible, avoid technical jargon and keep sentences short. However, beware of oversimplifying a question to the point that its meaning changes.

8. Use response scales whenever possible

Response scales capture the direction and intensity of attitudes, providing rich data. In contrast, categorical or binary response options, such as true/false or yes/no response options, generally produce less informative data.

If you’re in the position of choosing between the two, the response scale is likely to be the better option.

Avoid using scales that ask your target audience to agree or disagree with statements, however. Some people are biased toward agreeing with statements , and this can result in invalid and unreliable data.

9. Avoid using grids or matrices for responses

Grids or matrices of answers demand a lot more thinking from your respondent than a scale or multiple choice question. They need to understand and weigh up multiple items at once, and oftentimes they don’t fill in grids accurately or according to their true feelings .

Another pitfall to be aware of is that grid question types aren’t mobile-friendly. It’s better to separate questions with grid responses into multiple questions in your survey with a different structure such as a response scale.

See an example using our survey tool:

10. Rephrase yes/no questions if possible in online survyes

As we’ve described, yes/no questions provide less detailed data than a response scale or multiple-choice, since they only yield one of two possible answers.

Many yes/no questions can be reworked by including phrases such as “How much,” “How often,” or “How likely.” Make this change whenever possible and include a response scale for richer data.

By rephrasing your questions in this way, your survey results will be far more comprehensive and representative of how your respondents feel.

Next? Find out how to write great questions .

11. Start with the straightforward stuff

Ease your respondent into the survey by asking easy questions at the start of your questionnaire, then moving on to more complex or thought-provoking elements once they’re engaged in the process.

This is especially valuable if you need to cover any potentially sensitive topics in your survey. Never put sensitive questions at the start of the questionnaire where they’re more likely to feel off-putting.

Your respondent will probably become more prone to fatigue and distraction towards the end of the survey, so keep your most complex or contentious questions in the middle of the survey flow rather than saving them until last.

12. Use unbalanced scales with care

Unbalanced response scales and poorly worded questions can mislead respondents.

For example, if you’ve asked them to rate a product or service and you provide a scale that includes “poor”, “satisfactory”, “good” and “excellent”, they could be swayed towards the “excellent” end of the scale because there are more positive options available.

Make sure your response scales have a definitive, neutral midpoint (aim for odd numbers of possible responses) and that they cover the whole range of possible reactions to the question .

13. Consider adding incentives

To increase the number of responses, incentives — discounts, offers, gift cards, or sweepstakes — can prove helpful.

Of course, while the benefits of offering incentives sound appealing (more respondents), there’s the possibility of attracting the opinions of the wrong audiences, such as those who are only in it for the incentive.

With this in mind, make sure you limit your surveys to your target population and carefully assess which incentives would be most valuable to them.

14. Take your survey for a test drive

Want to know how to make a survey a potential disaster? Send it out before you pre-test .

However short or straightforward your questionnaire is, it’s always a good idea to pre-test your survey before you roll it out fully so that you can catch any possible errors before they have a chance to mess up your survey results.

Share your survey with at least five people, so that they can test your survey to help you catch and correct problems before you distribute it.

15. Let us help you

Survey design doesn’t have to be difficult — even less so with the right expertise, digital solutions, and survey templates.

At Qualtrics, we provide survey software that’s used by more than 11,000 of the top brands and 99 of the top business schools worldwide.

Furthermore, we have a library of high-quality, ready-to-use, and easy-to-configure survey templates that can improve your surveys significantly.

You can check out our template marketplace here . As a free or existing customer, you have access to the complete collection and can filter by the core experiences you want to drive.

As for our survey software , it’s completely free to use and powers more than 1 billion surveys a year. Using it, you can get answers to your most important brand, market, customer, and product questions, build your own surveys, get insights from your audience wherever they are, and much, much more.

If you want to learn more about how to use our survey tool to create a survey, as well as what else it can do — check out our blog on how to create a free online survey using Qualtrics .

See instant results with our online free survey maker

Sarah Fisher

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Home » Dissertation Methodology – Structure, Example and Writing Guide

Dissertation Methodology – Structure, Example and Writing Guide

• Table of Contents

Dissertation Methodology

In any research, the methodology chapter is one of the key components of your dissertation. It provides a detailed description of the methods you used to conduct your research and helps readers understand how you obtained your data and how you plan to analyze it. This section is crucial for replicating the study and validating its results.

Here are the basic elements that are typically included in a dissertation methodology:

• Introduction : This section should explain the importance and goals of your research .
• Research Design : Outline your research approach and why it’s appropriate for your study. You might be conducting an experimental research, a qualitative research, a quantitative research, or a mixed-methods research.
• Data Collection : This section should detail the methods you used to collect your data. Did you use surveys, interviews, observations, etc.? Why did you choose these methods? You should also include who your participants were, how you recruited them, and any ethical considerations.
• Data Analysis : Explain how you intend to analyze the data you collected. This could include statistical analysis, thematic analysis, content analysis, etc., depending on the nature of your study.
• Reliability and Validity : Discuss how you’ve ensured the reliability and validity of your study. For instance, you could discuss measures taken to reduce bias, how you ensured that your measures accurately capture what they were intended to, or how you will handle any limitations in your study.
• Ethical Considerations : This is where you state how you have considered ethical issues related to your research, how you have protected the participants’ rights, and how you have complied with the relevant ethical guidelines.
• Limitations : Acknowledge any limitations of your methodology, including any biases and constraints that might have affected your study.
• Summary : Recap the key points of your methodology chapter, highlighting the overall approach and rationalization of your research.

Types of Dissertation Methodology

The type of methodology you choose for your dissertation will depend on the nature of your research question and the field you’re working in. Here are some of the most common types of methodologies used in dissertations:

Experimental Research

This involves creating an experiment that will test your hypothesis. You’ll need to design an experiment, manipulate variables, collect data, and analyze that data to draw conclusions. This is commonly used in fields like psychology, biology, and physics.

Survey Research

This type of research involves gathering data from a large number of participants using tools like questionnaires or surveys. It can be used to collect a large amount of data and is often used in fields like sociology, marketing, and public health.

Qualitative Research

This type of research is used to explore complex phenomena that can’t be easily quantified. Methods include interviews, focus groups, and observations. This methodology is common in fields like anthropology, sociology, and education.

Quantitative Research

Quantitative research uses numerical data to answer research questions. This can include statistical, mathematical, or computational techniques. It’s common in fields like economics, psychology, and health sciences.

Case Study Research

This type of research involves in-depth investigation of a particular case, such as an individual, group, or event. This methodology is often used in psychology, social sciences, and business.

Mixed Methods Research

This combines qualitative and quantitative research methods in a single study. It’s used to answer more complex research questions and is becoming more popular in fields like social sciences, health sciences, and education.

Action Research

This type of research involves taking action and then reflecting upon the results. This cycle of action-reflection-action continues throughout the study. It’s often used in fields like education and organizational development.

Longitudinal Research

This type of research involves studying the same group of individuals over an extended period of time. This could involve surveys, observations, or experiments. It’s common in fields like psychology, sociology, and medicine.

Ethnographic Research

This type of research involves the in-depth study of people and cultures. Researchers immerse themselves in the culture they’re studying to collect data. This is often used in fields like anthropology and social sciences.

Structure of Dissertation Methodology

The structure of a dissertation methodology can vary depending on your field of study, the nature of your research, and the guidelines of your institution. However, a standard structure typically includes the following elements:

• Introduction : Briefly introduce your overall approach to the research. Explain what you plan to explore and why it’s important.
• Research Design/Approach : Describe your overall research design. This can be qualitative, quantitative, or mixed methods. Explain the rationale behind your chosen design and why it is suitable for your research questions or hypotheses.
• Data Collection Methods : Detail the methods you used to collect your data. You should include what type of data you collected, how you collected it, and why you chose this method. If relevant, you can also include information about your sample population, such as how many people participated, how they were chosen, and any relevant demographic information.
• Data Analysis Methods : Explain how you plan to analyze your collected data. This will depend on the nature of your data. For example, if you collected quantitative data, you might discuss statistical analysis techniques. If you collected qualitative data, you might discuss coding strategies, thematic analysis, or narrative analysis.
• Reliability and Validity : Discuss how you’ve ensured the reliability and validity of your research. This might include steps you took to reduce bias or increase the accuracy of your measurements.
• Ethical Considerations : If relevant, discuss any ethical issues associated with your research. This might include how you obtained informed consent from participants, how you ensured participants’ privacy and confidentiality, or any potential conflicts of interest.
• Limitations : Acknowledge any limitations in your research methodology. This could include potential sources of bias, difficulties with data collection, or limitations in your analysis methods.
• Summary/Conclusion : Briefly summarize the key points of your methodology, emphasizing how it helps answer your research questions or hypotheses.

How to Write Dissertation Methodology

Writing a dissertation methodology requires you to be clear and precise about the way you’ve carried out your research. It’s an opportunity to convince your readers of the appropriateness and reliability of your approach to your research question. Here is a basic guideline on how to write your methodology section:

1. Introduction

Start your methodology section by restating your research question(s) or objective(s). This ensures your methodology directly ties into the aim of your research.

2. Approach

Identify your overall approach: qualitative, quantitative, or mixed methods. Explain why you have chosen this approach.

• Qualitative methods are typically used for exploratory research and involve collecting non-numerical data. This might involve interviews, observations, or analysis of texts.
• Quantitative methods are used for research that relies on numerical data. This might involve surveys, experiments, or statistical analysis.
• Mixed methods use a combination of both qualitative and quantitative research methods.

3. Research Design

Describe the overall design of your research. This could involve explaining the type of study (e.g., case study, ethnography, experimental research, etc.), how you’ve defined and measured your variables, and any control measures you’ve implemented.

4. Data Collection

Explain in detail how you collected your data.

• If you’ve used qualitative methods, you might detail how you selected participants for interviews or focus groups, how you conducted observations, or how you analyzed existing texts.
• If you’ve used quantitative methods, you might detail how you designed your survey or experiment, how you collected responses, and how you ensured your data is reliable and valid.

5. Data Analysis

Describe how you analyzed your data.

• If you’re doing qualitative research, this might involve thematic analysis, discourse analysis, or grounded theory.
• If you’re doing quantitative research, you might be conducting statistical tests, regression analysis, or factor analysis.

Discuss any ethical issues related to your research. This might involve explaining how you obtained informed consent, how you’re protecting participants’ privacy, or how you’re managing any potential harms to participants.

7. Reliability and Validity

Discuss the steps you’ve taken to ensure the reliability and validity of your data.

• Reliability refers to the consistency of your measurements, and you might discuss how you’ve piloted your instruments or used standardized measures.
• Validity refers to the accuracy of your measurements, and you might discuss how you’ve ensured your measures reflect the concepts they’re supposed to measure.

8. Limitations

Every study has its limitations. Discuss the potential weaknesses of your chosen methods and explain any obstacles you faced in your research.

9. Conclusion

Summarize the key points of your methodology, emphasizing how it helps to address your research question or objective.

Example of Dissertation Methodology

An Example of Dissertation Methodology is as follows:

Chapter 3: Methodology

• Introduction

This chapter details the methodology adopted in this research. The study aimed to explore the relationship between stress and productivity in the workplace. A mixed-methods research design was used to collect and analyze data.

Research Design

This study adopted a mixed-methods approach, combining quantitative surveys with qualitative interviews to provide a comprehensive understanding of the research problem. The rationale for this approach is that while quantitative data can provide a broad overview of the relationships between variables, qualitative data can provide deeper insights into the nuances of these relationships.

Data Collection Methods

Quantitative Data Collection : An online self-report questionnaire was used to collect data from participants. The questionnaire consisted of two standardized scales: the Perceived Stress Scale (PSS) to measure stress levels and the Individual Work Productivity Questionnaire (IWPQ) to measure productivity. The sample consisted of 200 office workers randomly selected from various companies in the city.

Qualitative Data Collection : Semi-structured interviews were conducted with 20 participants chosen from the initial sample. The interview guide included questions about participants’ experiences with stress and how they perceived its impact on their productivity.

Data Analysis Methods

Quantitative Data Analysis : Descriptive and inferential statistics were used to analyze the survey data. Pearson’s correlation was used to examine the relationship between stress and productivity.

Qualitative Data Analysis : Interviews were transcribed and subjected to thematic analysis using NVivo software. This process allowed for identifying and analyzing patterns and themes regarding the impact of stress on productivity.

Reliability and Validity

To ensure reliability and validity, standardized measures with good psychometric properties were used. In qualitative data analysis, triangulation was employed by having two researchers independently analyze the data and then compare findings.

Ethical Considerations

All participants provided informed consent prior to their involvement in the study. They were informed about the purpose of the study, their rights as participants, and the confidentiality of their responses.

Limitations

The main limitation of this study is its reliance on self-report measures, which can be subject to biases such as social desirability bias. Moreover, the sample was drawn from a single city, which may limit the generalizability of the findings.

Where to Write Dissertation Methodology

In a dissertation or thesis, the Methodology section usually follows the Literature Review. This placement allows the Methodology to build upon the theoretical framework and existing research outlined in the Literature Review, and precedes the Results or Findings section. Here’s a basic outline of how most dissertations are structured:

• Acknowledgements
• Literature Review (or it may be interspersed throughout the dissertation)
• Methodology
• Results/Findings
• References/Bibliography

In the Methodology chapter, you will discuss the research design, data collection methods, data analysis methods, and any ethical considerations pertaining to your study. This allows your readers to understand how your research was conducted and how you arrived at your results.

Advantages of Dissertation Methodology

The dissertation methodology section plays an important role in a dissertation for several reasons. Here are some of the advantages of having a well-crafted methodology section in your dissertation:

• Clarifies Your Research Approach : The methodology section explains how you plan to tackle your research question, providing a clear plan for data collection and analysis.
• Enables Replication : A detailed methodology allows other researchers to replicate your study. Replication is an important aspect of scientific research because it provides validation of the study’s results.
• Demonstrates Rigor : A well-written methodology shows that you’ve thought critically about your research methods and have chosen the most appropriate ones for your research question. This adds credibility to your study.
• Enhances Transparency : Detailing your methods allows readers to understand the steps you took in your research. This increases the transparency of your study and allows readers to evaluate potential biases or limitations.
• Helps in Addressing Research Limitations : In your methodology section, you can acknowledge and explain the limitations of your research. This is important as it shows you understand that no research method is perfect and there are always potential weaknesses.
• Facilitates Peer Review : A detailed methodology helps peer reviewers assess the soundness of your research design. This is an important part of the publication process if you aim to publish your dissertation in a peer-reviewed journal.
• Establishes the Validity and Reliability : Your methodology section should also include a discussion of the steps you took to ensure the validity and reliability of your measurements, which is crucial for establishing the overall quality of your research.

About the author

Muhammad Hassan

Researcher, Academic Writer, Web developer

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What is Nurse Burnout? How to Prevent It

6 min read • April, 25 2024

Nurse burnout is a serious job-related condition that can have major consequences for nurses and their patients. Unfortunately, burnout in nursing is on the rise, making it more important than ever to understand how to manage and prevent this condition. It's important to remember that burnout or compassion fatigue is a result of working conditions — not a failure or a lack of compassion or work ethic on your part. 

What Is Nurse Burnout?

Burnout is caused by unmanaged, chronic workplace stress. It can occur in any job or sector and results in the following symptoms,  according to the World Health Organization :

• Mental and physical exhaustion
• Mental distance from the job
• Cynicism about the job
• Reduced efficacy in the workplace

It's easy to see why this phenomenon is so common in nursing. Nurses often work long hours  performing tasks that are both physically and emotionally demanding. What's more, the work nurses perform can have important and even life-or-death consequences for patients, significantly adding to workplace stress.

What Is the Burnout Rate for Nurses?

How common is burnout in nursing? Very. Results from a 2020 survey indicate that  almost two-thirds of nurses (62%) experience burnout . It's especially common among younger nurses, with  69% of nurses under 25 reporting burnout . This issue affects all hospitals and health care systems in the U.S.

What Leads to Burnout in Nurses?

There are many causes of nurse burnout. Some causes are inherent to the job: providing compassionate care, working long hours, changing shift schedules, and being on your feet for hours at a time can all place serious demands on nurses. Other causes of nurse burnout derive from systemic challenges facing the health care system. For instance, aging baby boomers and the pandemic have increased the demand for nursing professionals. A  shortage of nurses  has, in turn, led to more or longer shifts and placed greater demands on individual nurses during each shift.

The pandemic has increased stress on nurses in other ways, too. Witnessing patient deaths — and being asked to provide moral and emotional support for those who die without their families nearby — is an emotional burden that often falls on nurses. And coping with the day-to-day reality of the pandemic while hearing skepticism about its existence from outside people can be disheartening to those on the front lines of health care.

What is Moral Injury?

Burnout can also be caused by moral injury - which is a psychological wound that happens when a person feels they must take actions, or witness actions, that violate their deeply held moral beliefs. The term also describes the challenges of knowing what kind of care your patients need but being unable to provide that care due to factors beyond your control.  The pandemic has also led to an increased amount of repeated moral injury , which is contributing to burnout in nurses.

Nurse Burnout Prevention and Management

Fortunately, despite the serious consequences of nurse burnout, it's possible to manage this condition by paying attention to your mental and physical well-being. The best way to manage nurse burnout is through prevention. Learning to identify the early warning signs is the first step toward avoiding a problem that puts you and your patients at risk.

Signs of Nurse Burnout

Early warning signs to be aware of include the following:

• You feel constantly overworked
• You regularly feel too tired to go to work
• You don't look forward to your job
• You feel unappreciated or like your work doesn't matter

While these are some of the most common warning signs, you may have other nurse burnout symptoms like trouble sleeping, tension in the body, or even feelings of depression.

How to Prevent Nurse Burnout

If you notice any of the early warning signs of nurse burnout, a few strategies can help you resolve it before it becomes a more serious problem. If you're already suffering burnout, these strategies can help you alleviate your symptoms and get back to enjoying your job and providing the best patient care possible:

• Rest : Getting enough sleep between shifts is crucial for nurses. If your current schedule won't allow you to get enough sleep, talk to your supervisor or whoever plans the shift schedule. Nurse burnout and patient safety go hand in hand, so it's important to be clear with your co-workers when you're experiencing burnout.  Find night shift nursing tips, including ways to fit rest and sleep into your schedule .
• Ask for help : Emotional support can help with the stress of workplace demands and the mental load of patient care. Make sure you have a sound support system at work, like co-workers to who you can vent your feelings, and consider contacting a therapist before your burnout becomes hard to manage.
• Get exercise : Physical activity has proven stress-alleviating effects. And improving your strength and cardiovascular fitness can make the physical demands of nursing less strenuous.
• Eat well : Make sure you're getting enough to eat before and during shifts and that the food is healthy. It's easy to get caught up in patient care and skip meals or eat junk food to save time. Taking time to buy or prepare nutritious meals at home and at work can help you stay focused and perform at your best.
• Take a break : Periodically disconnecting from work is important. It gives you a chance to unwind, relax, and recharge your physical and emotional reserves. Despite that, 55% of Americans don't use all of their paid vacation time. Don't be one of them. If the idea of taking time for yourself makes you feel guilty for leaving work or patients behind, remember that avoiding burnout will help you perform better when you are at work.
• Request training : Speak with your supervisors about training that can help you better cope with the demands of the job.

Mindfulness techniques and  moral resilience  — "the courage and confidence to confront distressful and uncertain situations by following and trusting values and beliefs" — will help you keep a healthy perspective on your work. These techniques can prevent or manage burnout by reminding you of what's out of your control and making it easier to maintain a sense of self-worth in the face of challenges or discouragement.

Avoiding Burnout Begins With Awareness

Burnout is a serious issue among nursing professionals. Fortunately, there are plenty of warning signs that individuals can spot in themselves and their colleagues. If you suspect that you or a fellow nurse are experiencing burnout, communicate with your manager so that changes can be made to your work schedule and situation before there’s a serious problem.

Visit our  Healthy Nurse, Healthy Nation™ site  to find more wellness tips and resources.

Images sourced from Getty Images

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How to create a simple, accurate user persona in 4 steps without leaving your desk [template + example]

Developing an accurate picture of your customers doesn’t need to cost you large amounts of money and effort.

There’s a time and a place for specialized tools, in-depth interviews, and complex datasets; but you can also do a lot with little—and asking your customers direct questions will give you a clear idea of who they are, so you can improve your website experience for them.

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Today, I’ll walk you through the basics of researching and building a simple user persona for your business, which will look something like this:

To keep this practical, I’ll use a real-life example from Swiss-based company  Smallpdf . They had a few assumptions about who their users were, but no actual data to back them up: so they set up a simple survey on their homepage, and used the answers as a launchpad to build very basic user personas and run more in-depth research. Tailoring their website and products to meet these personas’ needs increased the success rate of their tool by 75% and increased  Net Promoter Score® (NPS)  by 1%.

Let me show you how they did it so you can do the same yourself:

What is a user persona and why does it matter?

What should a user persona consist of?

A simple user persona example, how to create a persona: 4 steps.

5 tips for creating terrific user personas

What is a user persona?

A user persona is a semi-fictional character based on your current (or ideal) customer.  Personas can be created by talking to users and segmenting by various demographic and  psychographic  data to improve your product marketing.

Why we need user personas:

User personas are extremely useful to grow and improve a business: they help uncover the different ways people search for, buy, and use products, so you can focus your efforts on improving the experience for real people and use cases.

Why did Smallpdf need personas?

Smallpdf  is a free, straightforward web app that makes it easy for users to edit and convert PDF files into a variety of formats:

The tool is technically the same for everybody, but when it comes to PDF needs there are huge differences between, say, admins who need to create word documents from printed sheets of paper, and the way I might need to password-protect an ebook draft.

Anyway: Smallpdf had very general assumptions about who their users were, and no clear associations between what someone’s profession was and what features they were using.  Even though the team did   not   think of this as 'creating personas', they embarked on a research project to identify their main user demographics and their goals, which in turn helped them better understand their users and improve their tools.

Let’s start with some basic theory. A simple persona, like the ones Smallpdf eventually created, answers the following questions:

Who are you?

What’s your main goal?

What’s your main barrier to achieving this goal?

Think about it: even though they’re buying or using the same product, your users and customers have different needs and are drawn to different things. So when you  ask these survey questions on your website , the answers allow you to paint a clear picture of:

Who are they?

You’re looking for details like “B2C marketer who works for a large company” or “office admin who manages digital and print correspondence,” which sum up a lot about your persona’s perspective when it comes to choosing and using your product.

What are their goals?

This is so you can understand how your product/service actually fits into your users’ and customers’ lives. Why are they buying/using it? What job are they trying to get done with it, what problem are they trying to solve?

What are the barriers preventing them from achieving their goals?

Now that you know who your users and customers are and what they are trying to accomplish, there’s one more thing to find out: what is stopping them from buying your product, or using it more often/better/more expertly?

Let’s put this into the context of Smallpdf.

The 5 questions Smallpdf used to build user personas

To build their persona, Smallpdf used five questions:

What are you using Smallpdf for right now?

What kind of documents do you process with Smallpdf?

What is your profession?

Are you a Pro (paying) user?

What was the last PDF-related task you struggled with?

Notice how questions 1 and 2 are about goals, questions 3 and 4 about demographics, and question 5 is about barriers and concerns.

Now, most of their users didn’t finish all five; but that was still okay because what Smallpdf learned from the thousand-some-odd replies (to the first three) gave them a starting place to spot some overarching trends and start building their first persona.

Build your user persona today 🔥

We've created a free survey template to get you started. It only takes a minute to set up!

This is an example of the simple persona Smallpdf came up with on the back of their research:

Note that this information would have been impossible to come by simply by looking at Google Analytics or making assumptions about how people use a product. Instead they've used  website feedback  to their advantage.

So, here’s a top-level run-down of how they got to it, before I go and show you exactly how you can do it yourself in the next section.

1. They set up a short on-page survey

This step was the easiest. Smallpdf could have sent long surveys to their customers, spent days interviewing them, or even hired an expensive  market research  company. Instead, they used the  Hotjar Survey tool  to create a 5-question poll that ran on their homepage for a couple of weeks, until it reached 1,000 answers:

💡 We've created a pre-built user persona survey template that you can use to start collecting data, just like Smallpdf did.

2. They analyzed the data

When you ask  open-ended questions , you receive mountains of qualitative data. That was the case for Smallpdf, who stopped the survey after getting 1,000 replies.

Now, 1,000 replies are  a lot  if you have to go through them one by one manually. Luckily, there are tricks and shortcuts for it (I’ll show you below), but the point is that spending time analyzing the data allowed Smallpdf to come up with a clearer picture of their users. Which, in turn, meant that…

3. They drew conclusions

Thanks to the demographic question ( What is your job title? ), Smallpdf learned that students, teachers, designers, administrators, lawyers, medical professionals, and real estate agents made their list of most common users.

Through the goal questions ( What are you using Smallpdf for right now? What kind of documents do you process with Smallpdf? ), they saw how each group used the tool for largely different purposes, which they needed to address.

And with the barrier question ( What’s a task you wanted to complete with Smallpdf, but couldn’t? ), they now also had a clear picture of what they needed to fix and what features they could add to pre-empt user errors.

This was a great launchpad for a more in-depth investigation into the needs of these particular user types; the team then used this information to launch a round of in-field research,  and eventually one of their user personas broke down like this:

Who are they? Administrative Assistants

What is their main goal? Creating Word documents from a scanned, hard-copy document or a PDF where the source file was lost

What is their main barrier to achieving it? Converting a scanned PDF doc to a word file

What else did they learn about administrators?

"Administrators are asked to do the impossible on a day-to-day basis. This includes securely handling permission slips and forms from parents, recreating files whose sources have been lost, and sending out information from teachers to parents. They proofread all these documents to ensure the school is portrayed professionally. When text or dates need to be changed, they do it.”

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What happened next?

Smallpdf powered up their  PDF to Word tool  with optical character recognition technology, so their users could extract text from any PDF or image. They also added localization packages in several common languages, specifically so that administrators around the world could reproduce scanned documents accurately.

Eventually,  the changes they put in place as a result of these personas increased the success rate of their tool by an impressive 75%; their NPS also increased slightly. 

"With all the changes said and done, we've cut our original error rate in four, which is huge. We increased our NPS by +1%, which isn't huge, but it means that of the users who received a file, they were still slightly happier than before, even if they didn't notice that anything special happened at all.”

They also left a Hotjar widget  at the side of the page so users could freely report any annoyances or issues. This widget often functions as Smallpdf's safety check system: if they receive a lot of poor feedback, with or without explanation, they test the tool a second time, more rigorously, and reach out to users for more information.

Now that you’ve seen the top-level summary of how Smallpdf did it, let me show you the step-by-step process you can follow to do it yourself. There are 4 steps in total: 

Choose questions for your survey

Set up a survey on a popular page

Analyze your data

Build your persona

Step 1: choose 3 questions for your survey

Here are three things you need to identify to get started building a persona: a key demographic, a key goal, and a key concern or barrier.

Your first survey doesn’t have to be perfect; it just needs to get you closer to understanding your customers by asking them three open-ended questions:

Describe yourself in one sentence, e.g. “I am a 30-year old marketer based in Dublin who enjoys writing articles about user personas.”

What is your main goal for using this website/product?

What, if anything, is preventing you from doing it?

Good questions will give you a sense of how your customers use your product or service, what problems are deal breakers, which features matter to them, etc.  You can borrow the ones Smallpdf used and tweak them depending on your business; or you can use our user persona survey template to get started right away.

Just be sure to limit this particular survey to three questions, so your users won’t get bored and drop off before finishing.

Step 2: set up a survey on your most visited page

Setting up and placing a survey on your most visited page will only take a few minutes. Here is how Smallpdf did it using Hotjar Surveys (note: you can  sign up to Hotjar for free  to give this whole process a try yourself). 

1 - Create a new survey

Click on ‘Surveys’ in the sidebar menu, then ‘New Survey’:

2 - Name your survey

We’ll call ours ‘Homepage persona’, but you can choose whatever name you like:

3 - Set it to appear on the homepage

Select which devices you’ll show the survey on

Show the survey on your homepage by selecting the ‘On pages I specify’ option and writing your homepage URL in the dedicated space:

Select the percentage of visitors that will be shown this survey (pick 100% if you want to get results quicker, or a lower number if you worry that you might disrupt the experience):

4 - Add the questions

For question 1 (demographic):

Select ‘Long text answer’ as your question type

Write your question in the ‘Type your question here…’ field:

For question 2 (goal):

Click ‘Add Question’

Select ‘Long text answer’ as the question type

Write your question: 

For question 3 (barrier):

Select: ‘Long text answer’ as the question type

Write your question:

Personalize the thank you message

✏️ NOTE: If you want to match a survey response to a Hotjar   Session Recording   to see the exact experience the customer had, make sure to check the box labeled ‘Ask respondents to give their consent to connect their feedback to data stored about them.’

5 - Set the appearance

Set the language, position, background color (make sure to match your site’s color scheme), and theme.

6 - Set the behavior to launch immediately after the page loads

7 - Activate!

Set the status to ‘Active’ and you’re all set!

Okay, but—what does the data look like? As your users start filling in the poll, all the individual answers will be visible in the Hotjar dashboard. It will look a bit like this:

This is great for keeping an eye on how things are going while the poll is active; once you’re ready to pause and analyze the results, you’ll want to export all the data in .csv or .xlsx format. And you’ll have a button to do that at the top of your dashboard 😉

Step 3: analyze the data

Your goal is to identify one or two user personas to focus on, so you can start improving their experience today. After you have collected enough answers, you will have a spreadsheet full of data to help you do that.

Analyzing data-heavy documents like this one can be daunting, so I’ve created a  user persona analysis template  you can copy and re-use to make the process faster.

Simply follow these instructions:

Open this article where I explain a  5-step method to analyze open-ended questions

Use the user persona template  and go through steps 1-4 of the article above

Instead of analyzing the three questions individually as the article suggests, analyze them together so you can spot patterns faster

Once you’re done, you’ll have your main demographics, goals, and barriers clearly organized on the spreadsheet.

Next:  start by looking at the goals and see whether there’s one that stands out, with 50% of answers or more. If that’s the case, look at the demographics associated with the goal: if you also see a pattern with 50%+ answers with the same demographic, then you have your first user persona.

If you don’t have a clear goal or a clear demographic that stand out, consider arranging them further:

Step 4: build your persona

Based on the data you analyze, create one simple user persona that represents the largest chunk of your user base, and identifies a:

Key demographic

Key concern/barrier to purchase

You can use this information to fill in  the user persona template  below. Again, I created a template that you can just copy and start using immediately:

A   SIMPLE USER PERSONA TEMPLATE  YOU CAN USE

And that’s it! Go ahead and create a survey, work with the data you can gather right now, and trust that any information is better than no information.

As you grow, you will (hopefully) have the resources to conduct more in-depth research. And, however you choose to approach that research, creating these simple personas is a good first step.

5 terrific tips for creating user personas

When done properly, user personas are immensely useful to help you grow and improve your business. Here are five final tips to help you get started and create personas that work for you:

1. Don’t confuse demographic and persona

Some of the persona examples you see online paint quite vivid, clear pictures of a user demographic… and then stop right there.

A useful persona is always more than an age and a job title, because it helps you understand the motivations, fears, and concerns of your ideal customer and market.  Knowing that one of your personas is in their mid-30s and shops online twice a week is useless if you don’t know what is stopping them from buying things on your website today.

2. Start small, expand after

There are hundreds of eye-catching and really in-depth persona templates out there that you can fill in. It’s tempting, but when you’re just getting started doing persona work, and/or want to get results fast, the three attributes we mentioned—a demographic, their main goal, and a major barrier stopping them—and a simple one-page template are more than enough.

3. Don’t just ‘come up’ with personas: base them on real people

It’s also tempting to just ‘come up’ with user personas based on your/your colleagues/your boss’ understanding of your market.

Proper user personas should not be based on fictional user stories your company is inventing. Avoid your own bias by asking simple questions to your real user base.

4. Talk to your users in person, if you can

Setting a simple survey like we showed you in this article is a fast/great start to do excellent persona work. If/when you feel the need to build your case further and expand on what you’ve built, nothing beats talking with a few of your real visitors and customers in person (or via video chat!).

Consider adding a question at the end of your survey asking to share their contact details if they’re happy to be contacted and talk further.

5. Keep an open mind

This is a consequence of the previous two points. You might be surprised by the answers you’re getting and tempted to steer away from them to follow your internal company narrative.

Again: don’t!

The first rule of marketing, as Mark Ritson puts it, is that  you’re not the customer . Remember this, and let customer insights guide you.

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McKinsey Technology Trends Outlook 2023

After a tumultuous 2022 for technology investment and talent, the first half of 2023 has seen a resurgence of enthusiasm about technology’s potential to catalyze progress in business and society. Generative AI deserves much of the credit for ushering in this revival, but it stands as just one of many advances on the horizon that could drive sustainable, inclusive growth and solve complex global challenges.

To help executives track the latest developments, the McKinsey Technology Council  has once again identified and interpreted the most significant technology trends unfolding today. While many trends are in the early stages of adoption and scale, executives can use this research to plan ahead by developing an understanding of potential use cases and pinpointing the critical skills needed as they hire or upskill talent to bring these opportunities to fruition.

Our analysis examines quantitative measures of interest, innovation, and investment to gauge the momentum of each trend. Recognizing the long-term nature and interdependence of these trends, we also delve into underlying technologies, uncertainties, and questions surrounding each trend. This year, we added an important new dimension for analysis—talent. We provide data on talent supply-and-demand dynamics for the roles of most relevance to each trend. (For more, please see the sidebar, “Research methodology.”)

New and notable

All of last year’s 14 trends remain on our list, though some experienced accelerating momentum and investment, while others saw a downshift. One new trend, generative AI, made a loud entrance and has already shown potential for transformative business impact.

Research methodology

To assess the development of each technology trend, our team collected data on five tangible measures of activity: search engine queries, news publications, patents, research publications, and investment. For each measure, we used a defined set of data sources to find occurrences of keywords associated with each of the 15 trends, screened those occurrences for valid mentions of activity, and indexed the resulting numbers of mentions on a 0–1 scoring scale that is relative to the trends studied. The innovation score combines the patents and research scores; the interest score combines the news and search scores. (While we recognize that an interest score can be inflated by deliberate efforts to stimulate news and search activity, we believe that each score fairly reflects the extent of discussion and debate about a given trend.) Investment measures the flows of funding from the capital markets into companies linked with the trend. Data sources for the scores include the following:

• Patents. Data on patent filings are sourced from Google Patents.
• Research. Data on research publications are sourced from the Lens (www.lens.org).
• News. Data on news publications are sourced from Factiva.
• Searches. Data on search engine queries are sourced from Google Trends.
• Investment. Data on private-market and public-market capital raises are sourced from PitchBook.
• Talent demand. Number of job postings is sourced from McKinsey’s proprietary Organizational Data Platform, which stores licensed, de-identified data on professional profiles and job postings. Data is drawn primarily from English-speaking countries.

In addition, we updated the selection and definition of trends from last year’s study to reflect the evolution of technology trends:

• The generative-AI trend was added since last year’s study.
• We adjusted the definitions of electrification and renewables (previously called future of clean energy) and climate technologies beyond electrification and renewables (previously called future of sustainable consumption).
• Data sources were updated. This year, we included only closed deals in PitchBook data, which revised downward the investment numbers for 2018–22. For future of space technologies investments, we used research from McKinsey’s Aerospace & Defense Practice.

This new entrant represents the next frontier of AI. Building upon existing technologies such as applied AI and industrializing machine learning, generative AI has high potential and applicability across most industries. Interest in the topic (as gauged by news and internet searches) increased threefold from 2021 to 2022. As we recently wrote, generative AI and other foundational models  change the AI game by taking assistive technology to a new level, reducing application development time, and bringing powerful capabilities to nontechnical users. Generative AI is poised to add as much as $4.4 trillion in economic value from a combination of specific use cases and more diffuse uses—such as assisting with email drafts—that increase productivity. Still, while generative AI can unlock significant value, firms should not underestimate the economic significance and the growth potential that underlying AI technologies and industrializing machine learning can bring to various industries.

Investment in most tech trends tightened year over year, but the potential for future growth remains high, as further indicated by the recent rebound in tech valuations. Indeed, absolute investments remained strong in 2022, at more than $1 trillion combined, indicating great faith in the value potential of these trends. Trust architectures and digital identity grew the most out of last year’s 14 trends, increasing by nearly 50 percent as security, privacy, and resilience become increasingly critical across industries. Investment in other trends—such as applied AI, advanced connectivity, and cloud and edge computing—declined, but that is likely due, at least in part, to their maturity. More mature technologies can be more sensitive to short-term budget dynamics than more nascent technologies with longer investment time horizons, such as climate and mobility technologies. Also, as some technologies become more profitable, they can often scale further with lower marginal investment. Given that these technologies have applications in most industries, we have little doubt that mainstream adoption will continue to grow.

Organizations shouldn’t focus too heavily on the trends that are garnering the most attention. By focusing on only the most hyped trends, they may miss out on the significant value potential of other technologies and hinder the chance for purposeful capability building. Instead, companies seeking longer-term growth should focus on a portfolio-oriented investment across the tech trends most important to their business. Technologies such as cloud and edge computing and the future of bioengineering have shown steady increases in innovation and continue to have expanded use cases across industries. In fact, more than 400 edge use cases across various industries have been identified, and edge computing is projected to win double-digit growth globally over the next five years. Additionally, nascent technologies, such as quantum, continue to evolve and show significant potential for value creation. Our updated analysis for 2023 shows that the four industries likely to see the earliest economic impact from quantum computing—automotive, chemicals, financial services, and life sciences—stand to potentially gain up to $1.3 trillion in value by 2035. By carefully assessing the evolving landscape and considering a balanced approach, businesses can capitalize on both established and emerging technologies to propel innovation and achieve sustainable growth.

Tech talent dynamics

We can’t overstate the importance of talent as a key source in developing a competitive edge. A lack of talent is a top issue constraining growth. There’s a wide gap between the demand for people with the skills needed to capture value from the tech trends and available talent: our survey of 3.5 million job postings in these tech trends found that many of the skills in greatest demand have less than half as many qualified practitioners per posting as the global average. Companies should be on top of the talent market, ready to respond to notable shifts and to deliver a strong value proposition to the technologists they hope to hire and retain. For instance, recent layoffs in the tech sector may present a silver lining for other industries that have struggled to win the attention of attractive candidates and retain senior tech talent. In addition, some of these technologies will accelerate the pace of workforce transformation. In the coming decade, 20 to 30 percent of the time that workers spend on the job could be transformed by automation technologies, leading to significant shifts in the skills required to be successful. And companies should continue to look at how they can adjust roles or upskill individuals to meet their tailored job requirements. Job postings in fields related to tech trends grew at a very healthy 15 percent between 2021 and 2022, even though global job postings overall decreased by 13 percent. Applied AI and next-generation software development together posted nearly one million jobs between 2018 and 2022. Next-generation software development saw the most significant growth in number of jobs (exhibit).

Image description:

Small multiples of 15 slope charts show the number of job postings in different fields related to tech trends from 2021 to 2022. Overall growth of all fields combined was about 400,000 jobs, with applied AI having the most job postings in 2022 and experiencing a 6% increase from 2021. Next-generation software development had the second-highest number of job postings in 2022 and had 29% growth from 2021. Other categories shown, from most job postings to least in 2022, are as follows: cloud and edge computing, trust architecture and digital identity, future of mobility, electrification and renewables, climate tech beyond electrification and renewables, advanced connectivity, immersive-reality technologies, industrializing machine learning, Web3, future of bioengineering, future of space technologies, generative AI, and quantum technologies.

End of image description.

This bright outlook for practitioners in most fields highlights the challenge facing employers who are struggling to find enough talent to keep up with their demands. The shortage of qualified talent has been a persistent limiting factor in the growth of many high-tech fields, including AI, quantum technologies, space technologies, and electrification and renewables. The talent crunch is particularly pronounced for trends such as cloud computing and industrializing machine learning, which are required across most industries. It’s also a major challenge in areas that employ highly specialized professionals, such as the future of mobility and quantum computing (see interactive).

Michael Chui is a McKinsey Global Institute partner in McKinsey’s Bay Area office, where Mena Issler is an associate partner, Roger Roberts  is a partner, and Lareina Yee  is a senior partner.

The authors wish to thank the following McKinsey colleagues for their contributions to this research: Bharat Bahl, Soumya Banerjee, Arjita Bhan, Tanmay Bhatnagar, Jim Boehm, Andreas Breiter, Tom Brennan, Ryan Brukardt, Kevin Buehler, Zina Cole, Santiago Comella-Dorda, Brian Constantine, Daniela Cuneo, Wendy Cyffka, Chris Daehnick, Ian De Bode, Andrea Del Miglio, Jonathan DePrizio, Ivan Dyakonov, Torgyn Erland, Robin Giesbrecht, Carlo Giovine, Liz Grennan, Ferry Grijpink, Harsh Gupta, Martin Harrysson, David Harvey, Kersten Heineke, Matt Higginson, Alharith Hussin, Tore Johnston, Philipp Kampshoff, Hamza Khan, Nayur Khan, Naomi Kim, Jesse Klempner, Kelly Kochanski, Matej Macak, Stephanie Madner, Aishwarya Mohapatra, Timo Möller, Matt Mrozek, Evan Nazareth, Peter Noteboom, Anna Orthofer, Katherine Ottenbreit, Eric Parsonnet, Mark Patel, Bruce Philp, Fabian Queder, Robin Riedel, Tanya Rodchenko, Lucy Shenton, Henning Soller, Naveen Srikakulam, Shivam Srivastava, Bhargs Srivathsan, Erika Stanzl, Brooke Stokes, Malin Strandell-Jansson, Daniel Wallance, Allen Weinberg, Olivia White, Martin Wrulich, Perez Yeptho, Matija Zesko, Felix Ziegler, and Delphine Zurkiya.

They also wish to thank the external members of the McKinsey Technology Council.

This interactive was designed, developed, and edited by McKinsey Global Publishing’s Nayomi Chibana, Victor Cuevas, Richard Johnson, Stephanie Jones, Stephen Landau, LaShon Malone, Kanika Punwani, Katie Shearer, Rick Tetzeli, Sneha Vats, and Jessica Wang.

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The Impact of Technology on the Workplace: 2024 Report

The impact of technology on the workplace over the last year has been nothing if not substantial. From the integration of generative AI platforms like ChatGPT to the increase in data breaches across the industry, keeping up with shifting trends is a full-time job at this point in history.

Fortunately, you’ve got Tech.co to help you out. In our inaugural annual report on this subject, we’ve embarked on an in-depth journey to quantify and explain a wide range of workplace trends, noting the influence of technology as a primary driver.

We surveyed over 1000 US business leaders to ensure an accurate depiction of the workplace heading in to 2024, and help you to strategize for the year ahead.

Below, we’ll introduce our 2024 workplace report and give you a preview of its key findings. Make sure to download the full report if you want the learn more about how the workplace is changing in the face of evolving technology.

Impact of Tech on the Workplace Report 2024: Key Findings

Our Impact of Tech on the Workplace report found a wide range of statistics that point to how the world is adapting to new technology. Here are some of the key findings we identified, which are further outlined below:

• Using more collaboration tools and AI results in higher productivity
• 59% of people who use AI have greater job satisfaction
• ChatGPT is the most popular AI tool used amongst businesses
• Digital natives and businesses that use AI are more open to the idea of a 4-day working week
• The majority of companies found it challenging to hire new staff – but remote working organizations find it easier
• Remote working organizations report higher levels of productivity
• Phishing attacks were the most common cause of a data breach

1. Using more collaboration tools and AI results in higher productivity

The use of online tools and digital resources is certainly not new to the business world. In 2023, collaboration tools and generative AI platforms took that usage to another level, adding a robust set of functionalities to the average business’ operations .

Did they actually have an impact? According to our research, j ust over half of businesses (56%) report high productivity levels , so it appears that there is a positive effect associated with this kind of technology.

More specifically, the use of AI platforms and features has seriously improved productivity for businesses of all sizes. Our research found that 72% of respondents who use AI extensively report high organizational productivity, compared to 55% of respondents who use AI to a limited extent .

2. 59% of people who use AI have greater job satisfaction

It’s no secret that AI entered the workforce in a big way in 2023. As soon as the technology became advanced enough to handle certain operations, businesses started integrating it into their systems in hopes of improving productivity. It’s a trend guaranteed to continue in 2024 and beyond.

How did employees who were encouraged to use the technology feel about AI’s rapid rise in the workplace? While many headlines you read claim that workers dread AI and fear it’s only there to steal their jobs, our research actually found that 59% of people who use AI have great job satisfaction , quelling such concerns.

Given this, businesses should feel more comfortable rolling out this technology in 2024, as many are still lagging behind on the full adoption of the technology. In fact, we found only 1 in 25 companies have fully integrated AI throughout their organization .

3. ChatGPT is the most popular AI tool used among businesses

In November 2022, ChatGPT launched. The value of this groundbreaking technology was apparent almost immediately, and businesses were scrambling for ways to use its generative functionality to improve their businesses as much as possible.

Since then, a myriad of ChatGPT alternatives from big tech firms like Google and Microsoft have rolled in 2023. From Bard and Copilot to Claude and Jasper, these alternatives have their merits, but ChatGPT still reigns supreme.

In fact, our research found that 65% of businesses say they use ChatGPT , well ahead of the second place AI chatbot Google Bard, which boasts only 49% usage. Other alternatives included Bing AI Chat (20%), Claude AI (10%), and Jasper Chat (9%), with 8% of respondents using a lesser known “Other” platform.

4. The majority of companies found it challenging to hire new staff, but remote working organizations find it easier

The Great Resignation was the big story last year, with scores of employees leaving their positions after the pandemic gave them a taste of the flexibility while working from home. As a result, our research found that companies are still having a tough time when it comes to recruiting.

However, not all companies are having a hard time attracting new employees. Specifically, organizations offering remote job roles are recruiting with much greater ease compared to fully in-office and even hybrid working businesses.

All that to say, if an in-office policy is that important to you, employee retention should be an equally high priority for your team.

5. Digital natives and businesses that use AI are more open to the idea of a 4-day working week

Now that remote and hybrid work have become the new normal for many businesses, the newest employee perk to pique our interest is the 4-day workweek. Study after study has shown that the shortened week for the same pay has a notably positive impact on productivity, employee wellbeing, turnover, and absenteeism.

Many business owners and decision makers are coming around on it too, but the acceptance definitely depends on age. Our research found that  65% of senior leadership aged 35-44 (Millennials and Gen X) would consider implementing a 4-day working week or have already implemented it, while only 45% of senior leadership aged 55-64 (Baby Boomers) felt the same.

Beyond age, business owners of AI-powered companies are fully embracing the new work policy. In fact, a staggering 93% of senior leadership of organizations where AI plays a central role in operations are either considering a 4-day working week or have already implemented it.

There are many companies offering a 4-day workweek and some US states with 4-day week policies for employees, so if you’re tired of working on Friday, there are some serious opportunities for you out in the world.

6. Remote working organizations report higher levels of productivity

Since the pandemic, remote work has indeed become a standard for many businesses. In fact, our research found that almost all businesses have the tools to facilitate remote working , from video conferencing software to project tracking services.

The remote work had some unintended benefits including boosts to employee mental health and productivity. Our research found that 64% of remote businesses report high productivity levels compared to 54% of in-office businesses . Suffice to say, remote work is good for your bottom line.

However, despite all the studies that show remote work to be beneficial for employers and employees alike, business owners have started demanding their employees return to the office. Our research found that, in 2023, over half of companies (52%) expect their employees in the office 5-days per week.

The difference between remote and hybrid work policies is notable here as well, with 38% of employees at hybrid working organizations going to the office more than they are required , based on company policy. This means that these strict return-to-office policies might not even be necessary in some situations, as your team will still commute if needed.

7. Phishing attacks were the most common cause of a data breach

Not all advancements in technology have been good for the workplace. As a result of evolving tech, bad actors have been able to ramp up their hacking activity, leading to an online security crisis that is costing businesses millions of dollars .

So, what kind of nefarious behavior should you be on the lookout for? Our research found that 23% of data breaches were caused by phishing attacks , according to senior leadership employees that we spoke to. Computer virus (22%) was also quite common, followed by employee error (12%), advanced persistent threats (9%), and unsecure Wi-Fi (8%).

Simply put, protecting your business online must be a top priority in the new year, particularly if your business works with any sensitive information.

Research Methodology

To inform how technology is impacting the workplace in 2024, Tech.co surveyed a large sample of senior leadership professionals from businesses based in the United States. Senior leadership professionals had job titles ranging from manager to director.

We surveyed companies with 10 or more employees to ensure that our data captured the experiences and perspectives of individuals holding key leadership roles within established organizations.

To ensure an impartial and unbiased sample, we also gathered data through a survey with participants selected via a third-party panel provider. Data collection was obtained in October and finalized in November of 2023.

Finally, to guarantee an accurate reflection of US businesses, a total of 1047 responses were obtained at a confidence level of 99.9%.

About Tech.co

If you’ve stumbled across our 2024 workplace report and are looking for answers on the brains behind the booklet, here’s a little more information on who we are.

Tech.co was established in 2006 as a networking platform for companies working out of the Chicago area, and has transformed into a fully-fledged media company with readers around the world.

We aim to translate our passion for technology into insightful news and analysis, helpful buyers’ guides and practical resources, so SMBs across the US and beyond can grow their revenues, work smarter, and secure their success – now and in the future.

Each year, Tech.co carries out thousands of hours of independent product testing and market analyses to support over 5 million professionals annually in their pursuit to learn more about technology and make the right purchasing decisions.

We also work directly with dozens of Fortune 500 clients, such as Salesforce, monday.com, HubSpot and Zoom, to help advise on their strategies and enable them to reach brand new audiences.

To stay informed on the latest developments and find the right technology for your workplace, you can sign up to our newsletter , or learn more about Tech.co here .

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How to Make a Resume: Beginner's Writing Guide with Examples

30 min read · Updated on May 22, 2024

Your dream job is one resume away!

Your resume is arguably the most important financial document you'll ever own. And before you think, “Yeah – right” let's consider for a moment. Without a resume, you don't get the job, so you can't pay bills, support a family, go to the big game, have that weekend trip, or plan for retirement. Your resume is the doorway to your future, so let's make sure it's perfect.

Part of making it perfect is remembering that it's a targeted career marketing document – not a chronicle of your life. So, how do you write a resume? In this beginner's writing guide, we'll show you how to make a resume and provide examples of what each section should look like. 

Grab a cup of coffee and strap in, because you're about to learn everything you need to know about how to make a new resume!

Table of contents:

The purpose of a resume

Avoid rejection by the ATS

What is your career target?

Build your personal brand, what should your resume look like, how to make a resume – the layout.

How long does it take to put together a resume?

A major resume no-no: typos

How to make your resume more professional

Theory in practice – resume examples

The most basic purpose of a resume is to sell your skills , achievements , and qualifications to prospective employers. This one document can financially make or break you. Let's take a quick look at what being unemployed costs you per day (assuming a five-day workweek):

If you make $40,000 per year, you lose about $155 every day that you're out of work

If you make $50,000 per year, you lose about $190 every day that you're out of work

If you make $75,000 per year, you lose about $288 every day that you're out of work

If you make $100,000 per year, you lose about $385 every day that you're out of work

Clearly, finding out how to make a resume for a job is critical so that you can properly sell your skills, qualifications, experiences, and achievements to prospective employers. 

The job market is tough and highly competitive; you have to stand out in a sea of qualified candidates by creating a compelling narrative that tells a story of value, keeping in mind that your resume is supposed to do a few things for you:

Introduce you to a new company

Underscore how your experiences and education are relevant

Showcase how your skills and competencies will benefit the new company's team

Win interviews

Avoid rejection by the ATS 

What do you know about applicant tracking systems? Job seeking can be compared to throwing your resume into a black hole. You can go through 100 listings on any job search website and complete the online application with zero results. 

Ever had that happen? It's okay, it happens to everyone at some point or another! 

The problem is that you're probably not putting the correct keywords into your resume. When you hit “Submit” on an online application, it isn't magically emailed to the hiring manager. 

Oh, no! 

It goes through a computer system that scans your resume for specific keywords that can be found in the job description posted by the company. And, just so you know, approximately 90% of companies use ATS scans , including everything from mom-and-pop shops to Fortune 500 companies. 

The companies use these programs because they just don't have time for a human to go through all the resumes they receive. Depending on the job opening, a company can get between  250 and 500 applicants . Can you imagine being the person who has to sift through all those resumes? 

Here is where the ATS steps in. It's designed to weed through candidates to narrow the applicant pool, so that the human hiring manager has a more reasonable resume load to go through. It ranks the remaining candidates in order based on how much of a match they are for the position that's open. 

Being overlooked by the ATS is one of the number one reasons job seekers get ghosted by companies.

Once your resume makes it through the ATS and gets into the hands of a hiring manager, don't think they're going to sit down and read each one. Who has that kind of time? You should expect that the first round of resume sorting will consist of them flipping through the stack to pick the ones that stand out within about 6 seconds of glancing at them. 

PRO TIP: Put your resume on a table, stand up, and look at it from a little distance. Is it eye-catching? Can you tell the position you're seeking just by glancing at it? Set a timer if you have to, but no more than 10 seconds.

Speaking of eye-catching, don't make the same mistake as a lot of your rival job seekers by being too generic with your resume. It's easy to fall into the trap of thinking that being non-specific will open doors to more opportunities. The problem is that the hiring manager won't be able to tell exactly where you'll fit within their organization. 

The first step in winning an interview is being sure that your resume actually makes it into the hands of a human being at the company you apply to. Start by defining what you want to do.

So the first, and most important, step in crafting the perfect resume is to narrow down your target career path. The more specific you are with this first step, the more response you'll receive from hiring managers because they'll be able to tell exactly how you fit within their organization. There are four areas to focus on as you begin to chart your career path:

Industry: Do you want to work in private sector, nonprofit, government, or public roles?

Geography: This one is more in-depth than choosing rural vs urban. It also includes whether you want to work in a dynamic or static environment.

Company size: You may not think it, but having an idea about whether you want to work in a small company or one with thousands of employees is important. 

Role: Saving the best for last, you have to know what position you want.

On the surface, it may seem like these things are only important for the job search aspect of landing a new position, but you have to know what voice to write your resume in, too. Part of that is knowing your audience. When you understand your audience, you can build a personal brand that resonates with what they're looking for in a new staff member.

Now that you've gotten your target career path nailed down, the next step is to brand you. Think of yourself as a product and your resume is the packaging. Companies spend a lot of time on their branding and packaging - you have to do the same thing.

The best place to start is with a  career assessment . Taking one of these tests can help you to identify your strengths, what sets you apart from others, and key themes of your professional identity. Just like Nike and Coca-Cola have timeless taglines and catchphrases that succinctly define what they have to offer to consumers, your personal brand has to tell a concise, yet compelling, story. This is where your resume comes in.

Your resume isn't just a piece of paper you give to a hiring manager or upload to a website that says, “I'm interested in this job.” Your resume is a personal marketing tool. You shape that tool with words that describe your experiences and achievements, to impress and grab the attention of the hiring manager. 

Unlike Nike's “Just Do It” phrase, your personal brand isn't something you build and forget. It is fluid and should be revisited and refined as you gain new skills, experiences, and achievements. Weave the elements of your brand into every section of your resume.

There is a common misconception that entry-level resumes look different than executive resumes. The reality is that the only difference is how much content is available to write about. 

Obviously, someone who has little to no experience will have a  short resume  – generally one page. 

When you start to get up to 10 years of experience, then you've earned the second page, so go ahead and use it. 

It's not incremental though

Just because you have 20 years of experience doesn't mean you can have a three-page resume. As you work through how to make a resume, remember that a three-page resume should be avoided, unless you have a lot of career extras like publications, research, patents, publications, or public speaking engagements to talk about. 

Other than the number of pages, your resume should use the same format and layout no matter if you're applying to a job as someone fresh out of college or seeking to be the CEO of a company. 

Chronological resume 

The  reverse-chronological  is the most popular, traditional, and well-known resume format. Its focus is placed on achievements from your career history and is defined by listing your work history starting with your current or most recent job and working backward 10-15 years. 

Employers like this type of resume because it tells them what, when, and where you worked. It's best to use this if your work history is steady and shows growth and development. If you're looking to make a career change, have had frequent job changes, or if you're seeking your first job, this may not be the best format to use.

Pro Tip: You could also get lost in the ATS if your  resume is over-designed . Many resume writers will tell you that you need to stand out in the sea of sameness by adding some personality to your resume through design. While that's true, you need to avoid heavily formatted resumes which are often rejected by computer scanners as being illegible.

Functional resume 

This resume type focuses more on skills and experiences rather than on your work history. It's more of a “what you know and how you apply that knowledge” than a simple list of where you got the knowledge. It plays down gaps in work history and makes frequent job changes less noticeable. If it isn't done properly, though, it can be confusing for the hiring manager to read and understand. There's also a bit of a stigma behind it, because employers know that job seekers use this style to downplay job-hopping. So, the first thing they do when they get a functional resume is check employment dates. If you can avoid using this style, it's best to do so.

Combination resume 

There is another resume format that focuses on skills first and then experience last. It's the combination resume, which is sometimes called a hybrid resume. This is the most complex resume type and the best resume for mid-career professionals who are transitioning into another career or for people who have special skills and a strong track record of accomplishments. These types of resumes do take a long time to read and some hiring managers won't take the time unless they're looking to fill a hard-to-fill position.

Curriculum Vitae

Curriculum Vitae (CV) is Latin and means “course of life.” It's a little different from a resume, but some positions require a CV over a resume. The first thing you would notice is that a CV is significantly longer than a resume.  A resume is a self-branding document meant to portray your experience and achievements in a concise and easy-to-read format. A CV goes much further into the depth of your education and accomplishments (think publications, awards, and honors) and even has a section for you to include "Areas of Interest."

The best way to describe a CV is that it's a career biography. The biggest significant difference is that a CV is arranged chronologically in a way that gives a complete overview of your full working career. It also doesn't change based on the career or position for which you're applying.

Layout 

To make things easier for the hiring manager to digest the content of your resume, it should be laid out in a specific way to ensure that the right information is in the right place. 

Hiring managers don't  READ  resumes. They skim through until they find something that piques their interest and then they stop to read

Contact information

Title 

Professional summary , core competencies, experience , education and credentials , awards, certificates, and volunteer work .

Since the reverse-chronological resume is the one that the majority of people will use to apply for jobs, and because it's the format that hiring managers want to see, we'll focus this article on showing you how to make a resume using that style. 

Current contact information 

Location | Phone | Email | LinkedIn | Portfolio (if applicable)

You can be creative and use bold font in your  contact information  and even put a border under it to separate it from the body of your resume. 

• Name: Be sure to list your name the same across all professional documents (e.g., resume, cover letter, thank you note, LinkedIn profile). Don't get hung up with whether to use your legal name (i.e. the name on your birth certificate or driver's license). Write your name in the manner you want people to address you. Also, if you use any abbreviated credentials after your name (e.g. Jane Smith, MD), remember to include them on all professional documents.  You can also include any shortened versions of your name in quotations (e.g. Christopher "Chris" Smith). Just make sure to list it the same way everywhere you put your name.
• Address: It is no longer customary to include your full address on your resume. There have been instances of discrimination against job seekers based on their address. As far as your address is concerned, all you need is the City, State, and Zip Code. A lot of people leave off the Zip Code; however, hiring managers can query the ATS for all resumes within a radius of a Zip Code. If you exclude the Zip Code or put something like, "Greater New York Metro Area," your resume won't be included in the query.
• Phone and email: Put the telephone number and email address where you can easily be reached. Also, be sure that your email address is professional. Using something like [email protected] just won't cut it. The best idea is to use some form of your name. If you're paranoid about having your name in your email address, then you can use some form of the type of position you seek, like [email protected].
• LinkedIn URL: You don't have to spell out the entire URL on the contact line. You can put the words “LinkedIn URL” and hyperlink those words. Before you include your LinkedIn URL, be sure that your LinkedIn profile is optimized for the career you want - because you can bet if they have access to it, the hiring manager will look at it. 
• Portfolio: If you're applying for a position like Graphic Designer or Software Designer, you may have a portfolio of work that you want to make available to someone reviewing your application for employment. Include a hyperlink to the portfolio in your contact information. 
• Headshot / photo: There is no reason to include a  headshot on your resume . Actually, it's seen as taboo and could be the thing that gets your resume rejected, because the hiring manager might assume you think you can get the job based on your looks. However, there are some exceptions, like if you're applying to be a model or actor. 

Do you want a hiring manager to be able to tell immediately what type of candidate you are? Put a title at the top of your resume. Center the text on the line, put it in bold font, and put a blank space above and below. The white space and the small amount of words will help it to jump off the page and immediately be noticed. It will also be the first step in helping you stand out in the sea of sameness.

Also, be sure the title on your resume mirrors the title on the job description that you're applying to, but add a bit of panache to it so that it's not too boring. For example, instead of writing “Financial Services Associate,” write “Client-Centric Financial Services Associate Dedicated to Customer Engagement and Revenue Growth.” Just remember to keep it on one line. 

The very next thing on the page should always be your Professional Summary. But how do you write a summary for a resume?

It's a three to five-sentence statement about you. Where you've been in your career, where you're going, and how you'll use your experience to get there. 

While the professional summary is sometimes referred to as the resume objective , you must remember that the days of writing a  resume objective are dead . Never, ever include an objective on your resume. They are a waste of space and don't relay any information that markets you as the best candidate for an open position. 

Let's take a look at an example of each:

Sales Representative seeking a challenging position that will use my skills and provide opportunities for growth in a dynamic and rewarding company. 

As you can see, the objective is very inward-facing and only talks about what you want out of your career. It provides no value to the hiring manager and eliminates any possibility for them to be able to tell what you bring to the table for them. 

Professional Summary:

Ambitious sales professional offering 10+ years' experience in customer retention and aggressive revenue growth. Conquers goals and quotas through a keen awareness of the human buying motive that allows for quickly overcoming objections. Used historical data and consumer trends to reach new customers and grow territory by 24%. Innate ability to work independently or as a member of a cross-functional team.

The best use of resume space is to write a summary of your career. The effectiveness of this summary comes from the fusing of three things:

Relevant keywords – customer retention, revenue growth, and quotas 

Hard and soft skills – overcoming objections and working independently

An achievement – 24% territory growth

With this professional summary, the hiring manager will be able to tell in an instant what you have to offer their team. 

Even though the skills section of your resume is small, it packs a powerful punch! The skills you list in this section highlight your key abilities and show potential employers what you bring to the table. 

It should contain approximately 12 ATS-friendly keywords and phrases that align with the keywords in the job description. Meaning, this is a fluid section that will need to be  tailored to every job  that you apply to. Technically speaking, your entire resume should be customized to align with each job description. That's one thing that will help you get past the ATS. 

Be sure to include a good mix of  hard and soft skills  because prospective employers not only want to know that you can perform the tasks related to your job (hard skills), but they also want to gain a clear understanding of how you'll fit within the culture of the company (soft skills). 

Tips for building your Core Competencies section:

Include skills that are relevant to the job that you're applying to

Avoid creating a laundry list of everything you know how to do – be selective so that the section is more impactful

Group similar competencies together using categories – technical skills, soft skills, and languages

Prioritize your top skills based on their relevance to the job you want

Update frequently

Be consistent with the formatting

Here is a sample Core Competencies list that contains both hard and soft skills:

Core Competencies

Project Management | Data Analysis | Cross-Functional Collaboration | Digital Marketing Strategy | Python Programming | Customer Relationship Management (CRM) | Negotiation | Team Leadership | Business Development | Financial Modeling | Articulate Communication

This section is meant to show how your career history lends itself to the skills you have that make you the perfect candidate for a given job. There are some general rules of thumb on how to make a resume with a great professional experience section:

Don't go further back than 10 to 15 years

Use no more than 3 to 5 bullets per work listing

Incorporate at least 5 measurable achievements per 10 years of experience (the more the better)

Use stacking for companies where you held more than one role

10-15 Years

The 10-15 years of experience is the most relevant – you can list more than that, but avoid using bullet points for roles over 10 years old. Begin by listing your most recent position first and work your way backward to your oldest position, within that 10-15-year range. If you have 30 years of experience, you can use achievements or skills you learned during that time as talking points during the interview. Listing those older experiences on your resume will only dilute the content.

As you write out your bullet points, keep two words in mind: “so what?” The hiring manager is going to be thinking it, you might as well be thinking it, too. Every time you write something on your resume, think, “So what? Why am I writing this? What value will it bring to my new employer? Will this be THE THING that lands me an interview?"

Achievements

Remove “Responsible for…” from your resume-writing vocabulary. That's because it's crucial that you talk about what you achieved, instead of just what your responsibilities were. Let's face it, there are a lot of things that people are “responsible for” that never get done. So, be sure to talk about things you actually accomplished, as that will be the proof the hiring manager needs to take the next step and call you for an interview.

1. Use numbers whenever possible

The best way to call attention to your career accomplishments is to use numbers. Numbers add credibility to your claims and provide a clear picture of what you bring to the table. 

Don't write this:

• Conducted cold calls to expand client base

Write this instead:

• Increased sales by 15% by making approximately 20 cold calls per day to expand the client base

The latter makes an unmistakable assertion that you had a positive impact, not only in your role but on the company as a whole. You can take it a step further and talk about things like problem-solving skills and how you addressed challenges to lead to team success. These types of  soft skills are highly valued by employers  and could be the thing that lands you an interview.

PRO TIP: Use the  CAR method  for building achievement statements into your resume.

2. Use action words to convey accomplishment

A lot of people make the mistake of copying bullet points from the job descriptions of the roles they've held. This practice makes you sound detached from achievements and focuses more on responsibilities. Using passive language is too generic and doesn't allow a hiring manager to see what you'll be able to accomplish in the new role. 

It's better to use action language to show that you're an achiever rather than a doer. Here are some examples of action words you can use on your resume: 

Worked with others: Advised, Aided, Assisted, Chaired, Coached, Collaborated with, Consulted with, Helped, Instructed, Interacted with, Mentored, Motivated, Supported

Communicated: Addressed, Advertised, Answered, Briefed, Corresponded with, Debated, Explained, Facilitated, Informed, Interpreted, Interviewed, Persuaded, Responded to

Analyzed data: Assessed, Appraised, Audited, Calculated, Computed, Estimated, Evaluated, Forecast, Inspected, Measured, Researched, Surveyed, Tested

Operated equipment: Installed, Maintained, Programmed, Ran, Serviced, Used

Worked with money or contracts: Administered, Appropriated, Authorized, Balanced, Controlled, Directed, Enforced, Financed, Funded, Governed, Invested, Monitored, Oversaw, Purchased

Organized something: Arranged, Assembled, Catalogued, Compiled, Coordinated, Itemized, Routed, Scheduled, Stocked, Tracked

Created: Composed, Customized, Designed, Directed, Established, Founded, Illustrated, Originated, Shaped

Researched: Analyzed, Collected, Criticized, Detected, Diagnosed, Evaluated, Tested

How to make your professional experience section: The formula

There's a formula for writing your professional experience section in a way that focuses on achievements. You'll start by asking yourself these questions about every job you've had:

What was the name of the company?

What was the title of your role?

What dates were you employed? (*Hint: use the MM/YYYY format for your dates)

What did you do every day? (*Example: Leveraged management skills to direct operations of 5 separate but concurrent projects by delegating tasks to staff based on employee acumen and monitoring / controlling budgets)

What is one thing you did at the company that you're really proud of?

What is another thing you're really proud of?

What is one more thing you did that you're really proud of?

When you put all of that together, it should look like this:

Company Name | MM/YYYY to Present

Position Title

Balanced competing priorities on multiple and concurrent projects and program management initiatives using data-driven strategies in Agile environments. Managed key accounts, onboarded new accounts, and oversaw organizational process adoption for nursing facilities, emergency departments, and pharmacies.

Developed $2M Provider Incentive Program that increased community provider partnerships

Saved $800K by using Six Sigma skills to implement DMAIC approach

Coached and mentored 2 direct reports, creating an open environment of communication that facilitated future-facing decision-making

Many people will create separate sections for education history and certifications. That's not necessary. You can include all of it in one section. You can also include extras like  relevant coursework , projects, and achievements. These extras can be truly beneficial for your application if you have little to no work experience. 

There are some general rules of thumb for the education section: 

Spell out acronyms (BS, MS, PhD) and school abbreviations

It is no longer customary to include graduation dates unless you're still in school or graduated within the last year

Never include high school, unless you're still in high school - listing high school doesn't say “ I finished high school, ” it says, “ I didn't go to college .” 

List your degree first and then your school, unless you've obtained multiple degrees at the same institution. 

Here's what a regular education section looks like:

EDUCATION AND CREDENTIALS

Master of Business Administration (MBA) | ABC University

Bachelor of Business Administration (BBA) | XYZ University

Six Sigma Black Belt | Council for Six Sigma Certification

If you don't have a lot of experience and need to include some relevant coursework or major projects to inject relevant keywords into your resume, then this is what that would look like:

Relevant coursework:  Marketing, Operations Management, Accounting, Corporate Finance

Capstone project:  Let a team of 4 to execute a market analysis project to expand the Brooms and Handles company into new regions. Used market and consumer analysis data to identify gaps and achieve a 15% projected revenue increase and a 20% increase in customer satisfaction within the pilot program. 

You can include educational information about a degree program even if it's still in progress. Here's what that would look like:

Expected completion:  05/2024

Capstone project:  Let a team of 4 to execute a market analysis project to expand the Brooms and Handles company into new regions. Used market and consumer analysis data to identify gaps and achieve a 15% projected revenue increase and a 20% increase in customer satisfaction within the pilot program.

It is important to list what you do outside of work and school. It helps to demonstrate that you're a well-rounded person. 

Were you the president of a fraternity or sorority? 

Did you get involved with showing new students around campus? 

Have you headed a sales team that produced top awards? 

Were you an employee of the month? 

Do you speak multiple languages?

Did you volunteer for an organization?

Did you perform some major research that ended up being published?

All of these extras allow prospective employers a sneak peek into your life outside of work. They can also go a long way to breaking the ice during an interview, especially if something you do outside work is important or interesting to the hiring manager. 

Keep in mind to list only those volunteer positions, projects, or affiliations that are related to your career goals. 

How long does it take to make a resume?

If you're going to use the resume wizard that MS Word has, you can slap your information together in a day or two. It will get to employers. The bad thing is that it probably won't get a whole lot of attention. 

The "just right resume" can take weeks, because of how much background work goes into it. You'll write it, rewrite it, and write it again, and may even have multiple versions. Ultimately, the exact amount of time that goes into putting your resume together depends on your level of experience, how complex your history is, and the specificity of the job you're applying to. 

Entry-level resumes take the least amount of time, simply because there's less information to include

Mid-level resumes take a few days because of the amount of detail in your work history

Executive resumes, or those for specialized positions, can take weeks - especially if you have to do some digging to come up with accomplishments from your previous positions

Updating an existing resume that's well-maintained can be done in just a few hours

While the time spent can seem like a lot, if you're truly marketing yourself for that “just right” position, do you want your resume to say “This was thrown together in a couple of hours using a template” OR do you want it to say “I know this document is important and a significant amount of time was spent on it to make it perfect?”

The first and foremost thing that will get your resume tossed in the garbage can are typos. The number of resumes with errors that are turned in every day to employers across the globe is so astounding that it bears discussing. 

You must proofread your resume!

The major problem with typos and grammatical boo-boos is that your eyes will read what you intended to type. So, after you've read through your resume a few times and think it's perfect, get a friend to read it. Make sure the friend is one of those brutally honest types. It's better to get it back marked all over with bright red ink so you can fix it before you send it out, than to send it out and then realize there's a mistake in it.

How to make your resume seem more professional

Lazy words: Do you see words like "etc" or “other duties as required” on your resume? Delete them immediately. If you take shortcuts in the language of your resume, hiring managers will wonder if you'll be taking shortcuts at work. 

Cookie cutter resumes: Your resume has to stand out. Because of that, you should avoid throwing something together that you find a sample of online. Make it yours, make it represent you. Many people rely on the resume wizard that comes loaded with MS Word and, while that is a good tool to use to help you remember the sections to include, it shouldn't be the end-all-and-be-all of your resume design. 

Specificity: You've had three jobs in the last 10 years and you've listed every detail of everything you've done during your tenure at those jobs. That makes you a Jack (or Jackie) of all trades, but a master of nothing. You have to be specific to the job for which you're applying. What value do you bring to that employer for that job? What achievements can you highlight?

Tailoring: Considering the rampant use of ATS by companies big and small, you have to take the time to customize your resume so that it gets past those scanners. Remember to use relevant keywords from the job descriptions throughout your resume. 

PRO TIP: You can check to see how to make your resume better! Have it checked against an ATS and get a free, personalized, and  professional resume review . 

Theory in practice – 10 resume examples

It's one thing to have someone tell you how to make a resume, it's another thing to see an example – proof that all of this information can come together in a practical way that makes sense. 

1. Software Engineer resume example

Click here for an example of a Software Engineer resume.

2. Data Scientist resume example

Click here for an example of a Data Scientist resume.

3. Cybersecurity resume example

Click here for an example of a cybersecurity resume.

4. Digital Marketing Manager resume example

Click here for an example of a Digital Marketing Manager resume.

5. Nurse Practitioner resume example

Click here for an example of a Nurse Practitioner resume. 

6. Finance Director resume example

Click here for an example of a Finance Director resume. 

7. Attorney resume example

Click here for an example of a Attorney resume.

8. Administrative Office Assistant resume example

Click here for an example of an Administrative Office Assistant resume. 

9. Information Technology Expert resume example

Click here for an example of an Information Technology Expert resume. 

10. Chief Executive Officer resume example

Click here for an example of a CEO resume. 

Now you know how to make a resume for your next job!

It may seem like it takes a lot of work to make a good resume, but if you've followed along this far there are a few things that should be ingrained in you that will help you write a professional resume:

Know what you want to do – be specific

Make your resume with the right format 

Use a standard layout, whether you are writing your first resume or 50th

Use action words to make your resume stand out

Quantify your achievements to prove that you have what it takes to succeed in a new role

Tailor your new resume to each job

Double and triple-check for errors, typos, and grammar mistakes

If you're still unsure how to make a perfect resume, TopResume has you covered. Our team of  professional resume writers  has the know-how and experience to write a resume for you that will win interviews.

Recommended reading: 

Resume Tricks That Don't Work

What Does Your Resume Really Say About You?

Bad Resume Advice You Should Completely Ignore

Related Articles:

Do Hiring Managers Actually Read Cover Letters?

How to Create a Resume With No Education

Why You Lose When You Lie on Your Resume: Learning From Mina Chang

See how your resume stacks up.

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• Knowledge Base

Methodology

• How to Write a Literature Review | Guide, Examples, & Templates

How to Write a Literature Review | Guide, Examples, & Templates

Published on January 2, 2023 by Shona McCombes . Revised on September 11, 2023.

What is a literature review? A literature review is a survey of scholarly sources on a specific topic. It provides an overview of current knowledge, allowing you to identify relevant theories, methods, and gaps in the existing research that you can later apply to your paper, thesis, or dissertation topic .

There are five key steps to writing a literature review:

• Search for relevant literature
• Evaluate sources
• Identify themes, debates, and gaps
• Outline the structure
• Write your literature review

A good literature review doesn’t just summarize sources—it analyzes, synthesizes , and critically evaluates to give a clear picture of the state of knowledge on the subject.

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Table of contents

What is the purpose of a literature review, examples of literature reviews, step 1 – search for relevant literature, step 2 – evaluate and select sources, step 3 – identify themes, debates, and gaps, step 4 – outline your literature review’s structure, step 5 – write your literature review, free lecture slides, other interesting articles, frequently asked questions, introduction.

• Quick Run-through
• Step 1 & 2

When you write a thesis , dissertation , or research paper , you will likely have to conduct a literature review to situate your research within existing knowledge. The literature review gives you a chance to:

• Demonstrate your familiarity with the topic and its scholarly context
• Develop a theoretical framework and methodology for your research
• Position your work in relation to other researchers and theorists
• Show how your research addresses a gap or contributes to a debate
• Evaluate the current state of research and demonstrate your knowledge of the scholarly debates around your topic.

Writing literature reviews is a particularly important skill if you want to apply for graduate school or pursue a career in research. We’ve written a step-by-step guide that you can follow below.

Prevent plagiarism. Run a free check.

Writing literature reviews can be quite challenging! A good starting point could be to look at some examples, depending on what kind of literature review you’d like to write.

• Example literature review #1: “Why Do People Migrate? A Review of the Theoretical Literature” ( Theoretical literature review about the development of economic migration theory from the 1950s to today.)
• Example literature review #2: “Literature review as a research methodology: An overview and guidelines” ( Methodological literature review about interdisciplinary knowledge acquisition and production.)
• Example literature review #3: “The Use of Technology in English Language Learning: A Literature Review” ( Thematic literature review about the effects of technology on language acquisition.)
• Example literature review #4: “Learners’ Listening Comprehension Difficulties in English Language Learning: A Literature Review” ( Chronological literature review about how the concept of listening skills has changed over time.)

You can also check out our templates with literature review examples and sample outlines at the links below.

Download Word doc Download Google doc

Before you begin searching for literature, you need a clearly defined topic .

If you are writing the literature review section of a dissertation or research paper, you will search for literature related to your research problem and questions .

Make a list of keywords

Start by creating a list of keywords related to your research question. Include each of the key concepts or variables you’re interested in, and list any synonyms and related terms. You can add to this list as you discover new keywords in the process of your literature search.

• Social media, Facebook, Instagram, Twitter, Snapchat, TikTok
• Body image, self-perception, self-esteem, mental health
• Generation Z, teenagers, adolescents, youth

Search for relevant sources

Use your keywords to begin searching for sources. Some useful databases to search for journals and articles include:

• Your university’s library catalogue
• Google Scholar
• Project Muse (humanities and social sciences)
• Medline (life sciences and biomedicine)
• EconLit (economics)
• Inspec (physics, engineering and computer science)

You can also use boolean operators to help narrow down your search.

Make sure to read the abstract to find out whether an article is relevant to your question. When you find a useful book or article, you can check the bibliography to find other relevant sources.

You likely won’t be able to read absolutely everything that has been written on your topic, so it will be necessary to evaluate which sources are most relevant to your research question.

For each publication, ask yourself:

• What question or problem is the author addressing?
• What are the key concepts and how are they defined?
• What are the key theories, models, and methods?
• Does the research use established frameworks or take an innovative approach?
• What are the results and conclusions of the study?
• How does the publication relate to other literature in the field? Does it confirm, add to, or challenge established knowledge?
• What are the strengths and weaknesses of the research?

Make sure the sources you use are credible , and make sure you read any landmark studies and major theories in your field of research.

You can use our template to summarize and evaluate sources you’re thinking about using. Click on either button below to download.

Take notes and cite your sources

As you read, you should also begin the writing process. Take notes that you can later incorporate into the text of your literature review.

It is important to keep track of your sources with citations to avoid plagiarism . It can be helpful to make an annotated bibliography , where you compile full citation information and write a paragraph of summary and analysis for each source. This helps you remember what you read and saves time later in the process.

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To begin organizing your literature review’s argument and structure, be sure you understand the connections and relationships between the sources you’ve read. Based on your reading and notes, you can look for:

• Trends and patterns (in theory, method or results): do certain approaches become more or less popular over time?
• Themes: what questions or concepts recur across the literature?
• Debates, conflicts and contradictions: where do sources disagree?
• Pivotal publications: are there any influential theories or studies that changed the direction of the field?
• Gaps: what is missing from the literature? Are there weaknesses that need to be addressed?

This step will help you work out the structure of your literature review and (if applicable) show how your own research will contribute to existing knowledge.

• Most research has focused on young women.
• There is an increasing interest in the visual aspects of social media.
• But there is still a lack of robust research on highly visual platforms like Instagram and Snapchat—this is a gap that you could address in your own research.

There are various approaches to organizing the body of a literature review. Depending on the length of your literature review, you can combine several of these strategies (for example, your overall structure might be thematic, but each theme is discussed chronologically).

Chronological

The simplest approach is to trace the development of the topic over time. However, if you choose this strategy, be careful to avoid simply listing and summarizing sources in order.

Try to analyze patterns, turning points and key debates that have shaped the direction of the field. Give your interpretation of how and why certain developments occurred.

If you have found some recurring central themes, you can organize your literature review into subsections that address different aspects of the topic.

For example, if you are reviewing literature about inequalities in migrant health outcomes, key themes might include healthcare policy, language barriers, cultural attitudes, legal status, and economic access.

Methodological

If you draw your sources from different disciplines or fields that use a variety of research methods , you might want to compare the results and conclusions that emerge from different approaches. For example:

• Look at what results have emerged in qualitative versus quantitative research
• Discuss how the topic has been approached by empirical versus theoretical scholarship
• Divide the literature into sociological, historical, and cultural sources

Theoretical

A literature review is often the foundation for a theoretical framework . You can use it to discuss various theories, models, and definitions of key concepts.

You might argue for the relevance of a specific theoretical approach, or combine various theoretical concepts to create a framework for your research.

Like any other academic text , your literature review should have an introduction , a main body, and a conclusion . What you include in each depends on the objective of your literature review.

The introduction should clearly establish the focus and purpose of the literature review.

Depending on the length of your literature review, you might want to divide the body into subsections. You can use a subheading for each theme, time period, or methodological approach.

As you write, you can follow these tips:

• Summarize and synthesize: give an overview of the main points of each source and combine them into a coherent whole
• Analyze and interpret: don’t just paraphrase other researchers — add your own interpretations where possible, discussing the significance of findings in relation to the literature as a whole
• Critically evaluate: mention the strengths and weaknesses of your sources
• Write in well-structured paragraphs: use transition words and topic sentences to draw connections, comparisons and contrasts

In the conclusion, you should summarize the key findings you have taken from the literature and emphasize their significance.

When you’ve finished writing and revising your literature review, don’t forget to proofread thoroughly before submitting. Not a language expert? Check out Scribbr’s professional proofreading services !

This article has been adapted into lecture slides that you can use to teach your students about writing a literature review.

Scribbr slides are free to use, customize, and distribute for educational purposes.

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

• Sampling methods
• Simple random sampling
• Stratified sampling
• Cluster sampling
• Likert scales
• Reproducibility

 Statistics

• Null hypothesis
• Statistical power
• Probability distribution
• Effect size
• Poisson distribution

Research bias

• Optimism bias
• Cognitive bias
• Implicit bias
• Hawthorne effect
• Anchoring bias
• Explicit bias

A literature review is a survey of scholarly sources (such as books, journal articles, and theses) related to a specific topic or research question .

It is often written as part of a thesis, dissertation , or research paper , in order to situate your work in relation to existing knowledge.

There are several reasons to conduct a literature review at the beginning of a research project:

• To familiarize yourself with the current state of knowledge on your topic
• To ensure that you’re not just repeating what others have already done
• To identify gaps in knowledge and unresolved problems that your research can address
• To develop your theoretical framework and methodology
• To provide an overview of the key findings and debates on the topic

Writing the literature review shows your reader how your work relates to existing research and what new insights it will contribute.

The literature review usually comes near the beginning of your thesis or dissertation . After the introduction , it grounds your research in a scholarly field and leads directly to your theoretical framework or methodology .

A literature review is a survey of credible sources on a topic, often used in dissertations , theses, and research papers . Literature reviews give an overview of knowledge on a subject, helping you identify relevant theories and methods, as well as gaps in existing research. Literature reviews are set up similarly to other  academic texts , with an introduction , a main body, and a conclusion .

An  annotated bibliography is a list of  source references that has a short description (called an annotation ) for each of the sources. It is often assigned as part of the research process for a  paper .  

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Explore how Microsoft's partnership with Khan Academy is enhancing the future of education with AI innovation and tools for teachers >

• AI in education
• Published Jan 23, 2024

Meet your AI assistant for education: Microsoft Copilot

• Content Type
• Microsoft Copilot

With new advancements in AI happening faster than ever before, you might be wondering how you can use these tools in your classroom to save you time and energy. Educators worldwide are making strides to understand and integrate AI into their work and often find it to be a valuable tool. You can use AI to save time creating rubrics, personalized content for students, and educational materials such as quizzes and lesson plans.   

Generative AI is a newer piece of technology and a unique category of AI that focuses on creating new content. With generative AI you can generate new content like text, images, code, or audio. It achieves this by learning patterns from existing data and understanding the context and intent of language. This provides you with new opportunities for content creation, personalization, and innovation. Because this technology is creating new content, checking for accuracy in generative AI is essential—especially in the field of education.  

Microsoft Copilot is a tool that uses generative AI to serve as a helpful assistant to you in the classroom. Copilot can help you save time, differentiate instruction, and enhance student learning. With Copilot, you can easily create lesson plans, quizzes, rubrics, and other class resources for any level of learner.  

5 ways to use Copilot in education 

Here are just a few examples of the many ways you can use Microsoft Copilot to save time and energy: 

• Personalized learning: Copilot can support personalized learning by helping you create content, tailored feedback, and guidance for students based on their individual needs and learning styles. 
• Brainstorming: You can use Copilot to brainstorm new ideas for activities, lesson plans, supporting materials, and assignments.  
• Lesson planning: Copilot can help you plan lessons by suggesting or drafting activities, resources, and assessments that align with learning objectives. You can also use Copilot to start a rubric for the lessons. 
• Provide feedback: Copilot can help you draft initial feedback and ideas for students on their work, which you can edit and personalize for your students.  
• Get quick answers: Copilot can help you get quick answers to your questions without having to read through multiple search results. Also, Copilot provides links to content sources so you can assess the source or dive deeper into the original content. 

Microsoft Copilot showing suggested prompts for educators. Copilot uses generative AI to serve as a helpful assistant to you in the classroom. 

Getting started with Microsoft Copilot

To get started with Microsoft Copilot, you can follow these steps:  

• Open copilot.microsoft.com or select the Copilot icon on the sidebar in your Microsoft Edge browser. 
• Type your prompt into the chat window. 
• Review the sources linked at the bottom by “Learn more.” You can fact-check the information provided or dive deeper into a topic by accessing the original articles, studies, or reports. 
• Review the response to make sure the output is what you want and accurate. You are the expert, and you decide what goes into the classroom. 
• To get the most out of Copilot, you can keep the conversation going by following up on your prompts. This helps you collaborate with Copilot to gain more useful, tailored responses.   

You can also give feedback to Copilot based on the quality of its responses to help the AI learn and match your preferences.  

How to write a prompt for AI 

To effectively guide generative AI, you want to give it clear and concise instructions, known as prompts. A well-crafted prompt enhances the generative AI’s output in the quality, relevance, and diversity. A good prompt should be clear, specific, and aligned with the goal of the generation task. A bad prompt can lead to ambiguous, irrelevant, or biased output. To get the best response from Copilot, consider the following tips:  

• Define clear objectives.  Determine the main goal of the prompt and the role AI should take. Whether creating a syllabus, drafting a quiz, or revising lesson content, have a clear vision of the end goal. 
• Be specific.  Chat experiences operate best when given detailed instructions. Specify grade level, subject, topic, or any other relevant parameters. For instance, “secondary math quiz on algebraic expressions” is clearer than “math quiz.” 
• Structure the prompt.  Break complex tasks into smaller parts. Instead of asking the AI to draft an entire lesson, request an outline, then delve into specific sections. 
• Iterate and refine.  The first response from AI might not always align perfectly with expectations. Don’t hesitate to rephrase the prompt, ask follow-up questions, or provide more context based on the initial output. 
• Combine expertise.  Use AI as a tool to enhance and streamline work but remember to overlay its suggestions with your educational expertise. AI can suggest content, but the educator decides the best way to edit and present it to their audience.   

A infographic about how to write AI prompts to get better answers from Copilot. A good prompt should be clear, specific, and aligned with the goal of the task. 

Want a fun way to practice creating effective prompts? Minecraft Education just announced Prompt Lab for Minecraft Educators , a free playbook on how to use Microsoft Copilot to write compelling prompts, develop interactive learning content and assessments, and generate creative ideas for Minecraft lesson plans.   

Create images from text with Copilot 

You can use Image Creator from Designer in Copilot to create personalized, engaging visuals for all sorts of lessons or topics. You can type in a description of an image, provide additional context like location or activity, and choose an art style. Image Creator generates an image straight from your imagination. Prompts can begin with “draw an image” or “create an image.” You can use this tool to create images for a class newsletter, lesson, or Teams post.   

• Get started in Copilot prompting “create an image…”  
• Then build out your prompt with adjective + noun + verb + style.  
• Click on your favorite image to open the result in a new tab and save the image. 

 An example would be “Create an image of an adorable black puppy wearing a hat in photorealistic style.” 

An example of Copilot creating an image of a black dog wearing a hat in a photorealistic style, based on text descriptions. 

Try creating an image in Copilot for your lesson, or just for fun!   

Protected AI-powered chat

At Microsoft, our efforts are guided by our AI principles and Responsible AI Standard and build on decades of research on grounding and privacy-preserving machine learning. Copilot provides commercial data protection and delivers a secure AI-powered chat service for educational institutions. This means user and organizational data are protected, chat prompts and responses in Copilot are not saved, Microsoft has no eyes-on access to them, and they aren’t used to train the underlying large language models. Additionally, our  Customer Copyright Commitment  means education customers can be confident using our services and the output they generate without worrying about copyright claims.  

Get to know your Copilot 

Dive deeper into the world of generative AI and unlock its full potential for your classroom.  

• The new  AI for Educators Learning Path  on  Microsoft Learn is made up of three modules to help educators learn about and benefit from AI. 
• Prompt Lab for Minecraft Educators demonstrates how to use Microsoft Copilot with Minecraft Education to design engaging learning experiences. Level up your Minecraft teaching with this useful new resource! 
• AI classroom toolkit provides instructional information for educators and students to use generative AI safely and responsibly. 
• AI for education on  Microsoft Learn is a collection of resources and courses on how to use AI for educational purposes.  

Ready to elevate your teaching with Microsoft Copilot? Start using Copilot today! copilot.microsoft.com  

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