Research Methods

Research methods are the strategies, processes or techniques utilized in the collection of data or evidence for analysis in order to uncover new information or create better understanding of a topic. There are different types of research methods which use different tools for data collection. Source: University of Newcastle

Explore Sage Research Methods: a hub for researchers

Qualitative

Qualitative research is defined as a market research method that focuses on obtaining data through open-ended and conversational communication.

This method is not only about “what” people think but also “why” they think so. For example, consider a convenience store looking to improve its patronage. A systematic observation concludes that the number of men visiting this store are more. One good method to determine why women were not visiting the store is to conduct an in-depth interview of potential customers in the category. Source: QuestionPro

Quantitative

Quantitative research is a systematic investigation of phenomena by gathering quantifiable data and performing statistical, mathematical, or computational techniques. Quantitative research collects information from existing and potential customers using sampling methods and sending out online surveys, online polls, and questionnaires, for example.

The results of which can be depicted in the form of numerical. After careful understanding of these numbers to predict the future of a product or service and make changes accordingly. Source: QuestionPro

Mixed Methods

Mixed methods research is a research design wherein researchers collect and analyse quantitative and qualitative data within a single study to answer their research question. 

This type of research can help provide a more complete picture than a study that relies solely on quantitative or qualitative research. This is because it allows the researcher to gain a depth and breadth of understanding on a specific concept while offsetting the weaknesses that are inherent when using either approach alone. Source: Voxco