Research approaches and strategies

Research approaches guide how researchers gather and analyze data to answer specific research questions or achieve particular research objectives. It is the broader philosophical perspective that influences the researcher’s choice of methods and design. Common research approaches include deductive (hypothesis-driven), inductive (data-driven), qualitative, quantitative, mixed-methods, and action research approaches.

Related: Complete guide to understanding the Research Process

Quantitative Approaches

Quantitative Approaches attempts to explain phenomena by collecting and analysing numerical data. Using this approach data collected is always numerical and analysed using statistical methods. It tells you if there is a “difference” but not necessarily why. Variables are controlled as much as possible so we can eliminate interference and measure the effect of any change. Some types of research lend themselves better to quantitative approaches than others.

Quantitative approaches have these advantages:

• They are cheaper to implement than qualitative ones,
• They are standardised so comparisons can be easily made,
• The size of the effect can usually be measured.

Quantitative approaches however are limited in their capacity for the investigation and explanation of similarities and unexpected differences.

The quantitative approach is a method that is more versed in systematic scientific research, in that it is the accumulation of measurable (and numerical) quantities that then undergo an analysis in order to prove hypothesizes and to formulate laws. Analysis can be just the simple presentation of tables and diagrams showing the collected data (descriptive statistics), or it can be a rigorous mathematical treatment of the data (inferential statistics).

In quantitative research, a hypothesis or a theory is always proposed to be examined. The end result is that the hypothesis (or theory) is either accepted or rejected (deduction research).

In quantitative research the researcher is usually concerned to be able to say that the findings can be generalised beyond the confines of the particular context in which the research was conducted.

Data sources for Quantitative Research include:

• Surveys where there are a large number of respondents
• Observations (counts of numbers and/or coding data into numbers)
• Secondary data (government data; SATs scores etc.)
• Analysis techniques include hypothesis testing, correlations and cluster analysis

Things to Consider

If you’re conducing Quantitative Research, you must worry about the following:

• Is your sample size big enough?
• Have you used the correct statistical test?
• Have you reduced the likelihood of making Type I and/or Type II errors?
• Are your results generalisable?
• Are your results/methods/results reproducible?
• Are you measuring things the right way?

Limitations of Quantitative Research

Quantitative Research also has certain limitations such as:

• Some things cannot be measured, or measured accurately
• It doesn’t tell you why certain things may be happening
• It can impersonal – no engagement with human behaviours or individuals
• Data can be static – snapshots of a point in time (can tell a version of the truth, or a lie)

Qualitative Approach

Any research that takes the Qualitative Approach doesn’t involve numerical data but instead uses words, pictures, photos, videos, audio recordings, field notes, generalities and peoples’ own words. It tends to start with a broad question rather than a specific hypothesis and develops theory rather than start with one (inductive rather than deductive).

Qualitative approach uses observations and measurements in natural settings an emphasises on understanding from respondent’s/informant’s point of view, it focusses on interpretation and takes a rational approach. This approach is subjective and explorative and process orientated. Generalization is made by comparison of properties and contexts of individuals.

Limitations of Qualitative Research

If respondents do not see a value for them in the research, they may provide inaccurate or false information. They may also say what they think the researcher wishes to hear.

Qualitative researchers must take time to build relationships with their research subjects else respondents may provide inaccurate or false information if they do not see a value for them in the research. They may also say what they think the researcher wishes to hear.

Although ethics are an issue for any type of research, there may be particular difficulties with qualitative research because the researcher may be party to confidential information.

Quantitative Research vs Qualitative Research

Quantitative Research

• Use of Surveys, Experiments
• Use of structured data
• Use of Statistical Analysis
• Offers Objective Conclusions

Qualitative Research

• Use of Interviews, Focus Groups, Observations.
• Use of Unstructured data
• Use of Summary for Analysis
• Offers Subjective Conclusions

Mixed Methods

Mixed Methods research approach involves collecting and analyzing both quantitative and qualitative data in a single research study. The aim is to use the strengths of both methods to get a better understanding of the research question.

Read more on Mixed Methods here.

Descriptive Research

Descriptive research is a research method that describes the characteristics of the population or phenomenon that is being studied. It focuses primarily on describing the nature of a demographic segment, without focusing on “why” a certain phenomenon occurs. In other words, it “describes” the subject of the research, without covering “why” it happens.

For example, an apparel brand that wants to understand the fashion purchasing trends among buyers in a particular region will conduct a demographic survey of this region, gather population data and then conduct descriptive research on this demographic segment. The research will then uncover details on “what is the purchasing pattern of buyers” in that region, but not cover any investigative details on “why” the patterns exits.

Exploratory Research

Exploratory research is used to investigate a problem which is not clearly defined. It is conducted to have a better understanding of the existing problem, but will not provide conclusive results. For such a research, a researcher starts with a general idea and uses this research as a medium to identify issues, that can be the focus for future research.

Such a research is usually carried out when the problem is at a preliminary stage. It is often referred to as grounded theory approach or interpretive research as it used to answer questions like what, why and how.

For example: Consider a scenario where a car owner feels that increasing the variety of colours will enable increase in customers, however they are not sure and need more information. The manufacturer may carry out an exploratory research to find out and hence decides to do an exploratory research to find out if expanding their colour selection will enable them to get more customers.

Explanatory Research

Explanatory Research is conducted for a problem which was not well researched before, generates operational definitions and provides a better-researched model. It is a type of research design which focuses on explaining the aspects of your study in a detailed manner. The researcher starts with a general idea and uses research as a tool to provide more details where a small amount of information exists for a certain product. With explanatory research you connect ideas by providing evidence about your understanding of cause and effect relationships between variables.

For example, what is the effect of brand image on consumers purchasing intentions?

With this research question you want to understand how the brand image affects consumers. Such a research question assumes a previous exploratory and descriptive studies saying that brand image affect consumer intention. Now you want to understand and explain this relationship.

Deductive and Inductive approaches

The main difference between inductive and deductive approaches to research is that whilst a deductive approach is aimed and testing theory, an inductive approach is concerned with the generation of new theory emerging from the data.

A deductive approach usually begins with a hypothesis, whilst an inductive approach will usually use research questions to narrow the scope of the study.

For deductive approaches the emphasis is generally on causality, whilst for inductive approaches the aim is usually focused on exploring new phenomena or looking at previously researched phenomena from a different perspective.

Inductive approaches are generally associated with qualitative research, whilst deductive approaches are more commonly associated with quantitative research. However, there are no set rules and some qualitative studies may have a deductive orientation.

Case Studies

A case study is an in-depth inquiry into a topic or phenomenon within its real-life setting. Rather than analyzing a small number of variables within a large sample to fit within the sampling criteria, a case study concentrates on a single (hopefully representative) case in which many variables are examined in-depth.

The ‘case’ in case study research may refer to a person (e.g. a manager), a group (e.g. a work team), an organisation (e.g. a business), an association (e.g. a joint venture), a change process (e.g. restructuring a company), an event (e.g. an annual general meeting) as well as many other types of case subject. Choosing the case to be studied and determining the boundaries of the study is a key factor in defining a case study. Once defined, case study research sets out to understand the dynamics of the topic being studied within its setting or context.

Case study can be conducted in different ways, utilizing interviews, questionnaires, and observations, all of which should be considered from several angles. A typical case study is one where it is assumed that the studied case is representative of a family of other situations to which the same results can be applied. If the chosen case was not representative, it might lead to false conclusions and a fear of generalizations.

• Advantages of a Case Study Strategy: It turns client observations into useable data, it turns opinion into fact, it uses a number of different research methodologies, and it is also inexpensive.
• Disadvantages of a Case Study Strategy: Researchers need to know how to manage the process of extracting good quality information from the participants, it requires a smaller sample size to be effective, and it can takes longer to analyze the data.