Common Research Methodologies

There are three key approaches that are commonly used in research and they are: 

1. • Quantitative Research Methodology
   • Qualitative Research Methodology
   • Mixed Methods Approach 

Quantitative Research Methodology

The quantitative research methodology is employed when the data being gathered is quantifiable and can be used to perform mathematical, statistical, or computational techniques. Some commonly used quantitative methods of data collection are surveys, online polls, and questionnaires. 

A few characteristics of quantitative research are: 

• Quantitative Data: As discussed above, quantitative research employs the use of quantitative data that is generally represented using charts, tables, or graphs. 
• Closed-Ended Questions: When gathering data for quantitative research, researchers will generally use closed-ended questions as they help gather quantitative data more effectively than open-ended questions. 
• Large Sample Sizes: Quantitative research is conducted using large, or significant, sample sizes that are representative of the target population. 
• High External Validity: Quantitative studies are often highly generalizable due to the representative sample sizes used.

Qualitative Research Methodology

Qualitative research generally deals with textual data and focuses on words and meanings. When using this research methodology, data is gathered using open-ended and conversational communication. Qualitative research is often used in market research as organizations not only want to understand what customers are doing but why they are doing it. This allows them to get a comprehensive understanding of their target market so that effective advertising strategies can be implemented. 

A few characteristics of qualitative research are: 

• Open-Ended Questions: When gathering qualitative data, researches often make use of open-ended questions that help gather comprehensive textual data on a subject. 
• Complex Reasoning: The data analysis techniques used in the qualitative research methodology are generally less straightforward when compared to quantitative research methods and require the use of complex reasoning and interpretation. 

Researcher/Moderator Plays an Important Role: When gathering data for qualitative research studies, the researchers and moderators play an important role in influencing the reliability and quality of the data gathered. Additionally, qualitative data is more subject to interpretation than quantitative data and therefore the researcher’s observations and interpretations will significantly affect the quality of the study.