What is Field Research?

There are 5 common methods of field research, and they are:

• Qualitative Interviews

Qualitative interviews generally involve gathering information through one-on-one interviews that have open-ended and conversational communication. In open-ended questions, researchers pose questions without providing answer options, allowing respondents to present their answers in their own words. This method can be used to collect extensive data as it allows researchers to gain a perspective on “what” people think, as well as “why” they think so. 

• Direct Observation

In direct observation, researchers employ the observational method to study subjects in their natural environment without influencing the outcome of the study. This method is very useful in studies where contextual data is highly relevant to the outcome of the study. However, although this method provides a high degree of ecological validity, it also has a very low degree of experimental control resulting in low internal validity. 

• Participant Observation

In this method of field research, the researcher not only observes the subjects being studied but also immerses themself in the subject’s environment and actively engages in the same activities. Researchers will often take on the very role they are trying to study so that the research participants don’t feel like they’re being studied and are therefore less likely to modify their behaviour in front of the researcher. 

• Ethnography

Ethnographic research is conducted using direct observation to research participants in their natural environment. It is used when trying to understand the social dynamics and interactions of participants within a specific social or cultural context. It provides an in-depth insight into participants’ actions and views and how these relate to their social context. 

• Case Study

Case study research comprises an in-depth investigation of a specific phenomenon within a real-life setting. This method is also sometimes referred to as a “naturalistic” design in contrast to the “experimental” design of scientific experiments. There are three main types of case study research; intrinsic, instrumental, and collective.