Research Methods

Primary Research

This is newly conducted research, carried out to answer particular issues or questions. It can involve the use of questionnaires, surveys or interviews with individuals or small groups.

Secondary Research

This research makes use of information previously researched for other purposes and is therefore already publicly available.

Qualitative Research

This is empirical research where the data are not in the form of numbers, but in the language of the informant. Qualitative researchers use a variety of methods to develop deep understandings of how people perceive their social realities and in consequence, how they act within the social world. For example, diary accounts, open-ended questionnaires, documents, participant observation, and ethnography (the study of people and their cultures).

 

Quantitative Research

This form of research gathers data in numerical form which can be put into categories, or in rank order, or measured in units of measurement. This type of data can be used to construct graphs and tables of raw data. Experiments, controlled observations and questionnaires can all produce quantitative data.