Unit Overview

A key feature distinguishing social science research from storytelling or journalism is the systematic design process that guides social science inquiry. Social science researchers who want to be taken seriously don't just hit the streets with a notebook and audio-recorder. They think carefully about what they need to know, who would be relevant to talk to, how they'll ensure diverse viewpoints are represented, and where or how they can best access these people. 

Careful research design is important for ensuring that the results of a study will be credible, establishing a trustworthy foundation for the data collection and analysis that follow. Here, we'll review common methods social scientists use to study the social world, particularly focusing on qualitative research methods that produce textual or visual data. We'll consider strategies for selecting methods appropriate to your information goals and other logistical questions important to consider as you develop your research plan.

Key Terms

Focus group: a group of individuals assembled by researchers to have organized discussion about a specified topic to gain an understanding of their related views and experiences. 

Interview: a research method in which a researcher asks an individual a set of questions and records their responses.

Population: everyone who is impacted by or related to the subject of the study.

Quantitative Methods: research that involves a large number of participants and produces numeric data.

Qualitative Methods: research that involves a small number of participants and produces textual or visual data. 

Research Question: empirical questions that guide the research and can be answered by observable experiences.

Sample: a small number of individuals who are systematically selected to participate in the study. 

Sampling Technique: the systematic method used to determine who is eligible to participate in a study. 

Developing Research Questions

Interview or Focus Group?

Recruiting Research Participants

Who should I recruit?

One of the first questions to consider once you have decided on the focus of your project, or your research questions, is who can provide the information needed to answer the questions. In an ideal world we would want to talk to everyone involved ( the population) but that is rarely realistic. Instead we find a small number of individuals (a sample) who are knowledgeable about the problem or topic and ask them to share their experiences and expertise. 

In quantitative research, such as surveys, it is important to have a sample that represents the population in order for the researcher to be able to say with confidence that what was learned from the sample applies to everyone in the population. However, in qualitative research we are less concerned with generalizing and more concerned with depth of understanding. For example, with qualitative research we are not trying to say what percentage of people in Michigan have experienced discrimination in the health care system. Instead, we might want to know what it is like for an individual in Michigan to experience discrimination. How did they feel when it happened? What were the ways they coped? What suggestions do they have for changing the healthcare system? Sometimes a small number of in-depth, descriptive responses from people with direct experience are more important for answering our questions. 

Other Considerations 

How do I find, or recruit, participants for my project?

Finding people who might be willing to participate and are knowledgeable is an important step shaped by the sampling technique. Common methods of recruitment include: newspaper/newsletter advertisements, fliers, social media posts, emails, and word-of-mouth referrals. When possible, a small reimbursement (i.e., a $10 gift card) can be helpful and also shows your appreciation for the participant's time. See more detailed information below from the QualPage blog. 

Where should I conduct the interview or focus group?

Interviews should be conducted in a location that is comfortable for the interview participant and the interviewer. It is generally recommended that the interview participant be offered the opportunity to select the interview location. When considering suitable public meeting options, keep in mind that background noises - clanking coffee cups, crowded diners, cheering at ball games - may distort audio quality. The sensitivity of the questions contained in the interview guide should also be considered, with interviews covering more personal or potentially distressing topics held in a location that provides adequate privacy. The safety and wellbeing of interviewers should also be considered. For example, if the interview is to occur in the participant's home, is there a plan to check in with another researcher at a set time and backup information on location in case problems arise? 

How should I record the conversation?

Recording interviews helps ensure that a respondent's statements are accurately reproduced. However, some interview participants may feel nervous about being recorded or may even refuse to participate in a recorded interview. It is important to always have a respondent's permission to record the interview, and to place the recorder in a visible location as a reminder that the conversation is being recorded. It is the respondent's right to refuse to be recorded. In that event, thorough notes must be taken to ensure that their responses are captured as accurately as possible. 

Interviews are commonly audio-recorded using digital recorders or mobile applications designed to be used on a smartphone or tablet. It is generally recommended to have a primary and backup method for audio-recording interviews. When considering options, keep in mind that the recording device or application needs the following functionalities:

• Clear audio quality.

• Easy file export from the device to a computer.

• Memory space and battery life for several hours of recording.

Product Recommendations

Reflection Questions

Why Social Science?

After browing the "Why Social Science?" website, which testimony do you find most convincing, and why? Explain which post(s) you reviewed and how you could relate to the information you read.  

Who, What, Where, How?

Make a draft research plan that covers the basics: Who will you talk to, what will you ask, where will you conduct the interview or focus group, and how will you record your respondent's answers?

Trustworthy Research?

Consider your research design at this point. Will your research be trustworthy? How could the trustworthiness of your research be strengthened?