Plan: How to choose methods and theme

Overview: Choosing Your Methodology
Understanding the options
– Qualitative research
– Quantitative research
– Mixed methods-based research
Choosing a research methodology
– Nature of the research
– Research area norms
– Practicalities


1. Understanding the options
Before we jump into the question of how to choose a research methodology, it’s useful to take a step back to understand the three overarching types of research – qualitative, quantitative and mixed methods-based research. Each of these options takes a different methodological approach.
Qualitative research utilises data that is not numbers-based. In other words, qualitative research focuses on words, descriptions, concepts or ideas – while quantitative research makes use of numbers and statistics. Qualitative research investigates the “softer side” of things to explore and describe, while quantitative research focuses on the “hard numbers”, to measure differences between variables and the relationships between them.
Importantly, qualitative research methods are typically used to explore and gain a deeper understanding of the complexity of a situation – to draw a rich picture. In contrast to this, quantitative methods are usually used to confirm or test hypotheses. In other words, they have distinctly different purposes. The table below highlights a few of the key differences between qualitative and quantitative research – you can learn more about the differences here.
Qualitative Research

• 
  Uses an inductive approach
  
• 
  Is used to build theories
  
• 
  Takes a subjective approach
  
• 
  Adopts an open and flexible approach
  
• 
  The researcher is close to the respondents
  
• 
  Interviews and focus groups are oftentimes used to collect word-based data.
  
• 
  Generally, draws on small sample sizes
  
• 
  Uses qualitative data analysis techniques (e.g. content analysis, thematic analysis, etc)