Quantitative or qualitative research?
Why not explore all 5 approaches to research.
As researchers, we have various ways to define the methodology that we use in our research. For quite some time, I have been listing and analysing various research methods out there, and it has truly helped me not only to get a solid grasp on research but also make my research more impactful. Let’s face it, there are many methodologies out there scattered across, and it can be pretty challenging to get your hands on them.
In this series, I will talk about various methodologies, their pros and cons, and when should you opt for them.
The Five Approaches to Research
Research design is a process of bringing structure or plan to a research project. There are five major approaches to research; however, there may be overlaps in these approaches. You can use either one or multiple of these, basis the scope and requirement of the study.
To define the scope of each approach better, I will be illustrating a way each research can be leverage for the research topic: Online shopping for GenZ. For the same simplicity, let’s assume the study will occur in one country.
Quantitative Research
This research is characterised as a deductive approach to research. It is aimed at proving or disproving and new or existing theories. The crux of quantitative research is that it creates conclusiveness to the key hypothesis of the research, quantifies the problem and tells us how prevalent this problem is.
Quantitative research involves identifying and measuring variables, testing the relationship between the variables to identify patterns and correlations. This research helps you bring neutrality and objectivity to a large amount of data you acquire.
How would we leverage quantitative research to find out how GenZ shops online?
The survey, in this case as a data collection method. The questionnaire can be administered online with predetermined questions and a limited range of possible answers. Strict screening criteria will be defined to identify the right set of users. These users will self-report their behaviours around online shopping.
The advantage of this approach is collecting a broad set of data that would allow us to determine the trends of how GenZ shops online. The study would result in statistics of each primary hypothesis about shopping asked to the users.
Qualitative Research
This research is characterised as building knowledge to gain meaning. This approach is used to explore, investigate, learn, and gain an in-depth understanding of the users and their activities, context, and artefacts.
Qualitative research helps you understand users experiences, infer and make meaning out of the data and gaining a depth of understanding. The crux of qualitative research is that it enables you to explore, describe and explain complex human behaviours.
How would we leverage qualitative research to find out how GenZ shops online?
A 1:1 interview can be used with a small sample of users to collect data. Eight to ten users can be asked to participate in this research. The research can be administered in a neutral, user-friendly location in person or over a call remotely. An open-ended interview would allow the users to talk about online shopping, their experiences in detail with stories and examples.
The advantage of this approach is that you will collect rich data with examples from the users. You will be able to understand their issues in their language along with context.
Mixed Methods Research
This research involves integrating both qualitative and quantitative data in a single project. The research is conducted in phases where either qualitative phase is influencing the quantitative one or vice versa.
Mixed methods research helps you gain a comprehensive understanding of the hypothesis or research questions due to the way it is structured. Integrating both qualitative and quantitative approaches enables you to offset the limitations of each and maximise the strengths.
How would we leverage mixed methods research to find out how GenZ shops online?
In this example, I will be taking up a quantitative approach first followed by qualitative approach. Using a survey to first understand the prevalence of shopping behaviours and trends. Then analysing the data statistically, having a 1:1 interview or a focus group to understand the major data points that emerged from the survey. This approach will help us understand the ‘WHY’ behind the ‘WHAT’.
Participatory Research
This research approach involves collaborating and co-creating with your users. This kind of research has inquiry but also action. Users not only discuss their problems but actively think about possible solutions.
In participatory research, the control of the session and plan of the process is handed over to the users. The researchers act as facilitators to drive the discussion, whereas the users analyse and reflect on their experiences and pain points. This can be highly empowering to the users to define the policy and process.
How would we leverage participatory research to find out how GenZ shops online?
We start by recruiting a group of individuals who are representatives of the GenZ generation. Together, online shopping is assessed in ways to identify and meet their shopping needs. Once the needs are identified, a round of idea generation and brainstorming is held to develop a solution that meets their needs.
The major advantage of this approach is that users are valued and collectively help us identify core issues, pain points and solutions.
Arts based Research
Arts-based research is characterised by utilising one or more of the arts in the investigation. Such methods have evolved from the understanding that life and experiences of the world are multifaceted. Art offers ways to understand the world that involves sensory experiences, emotion and intellectual responses. Art has been used in various stages of research. It is used to collect or create data, interpret or analyse it, present their findings, or a combination of these.
How would we leverage arts based research to find out how GenZ shops online?
The GenZ users are asked to create a collage, mood board or drawings that represent their perceptions and emotions about online shopping. Users can be asked to provide a description of their collage. Both the collage and the description can be analysed to discover data that you usually would not come across in a verbal or written form of research.
This research helps the users feel empowered as it is an opportunity to express themselves without any preconceived notions of what is expected of them. This helps us gain insights that would otherwise be unavailable or unspoken.
Conclusion
Each approach is an umbrella to numerous strategies of conducting research. Each approach is characterised by a different philosophical belief system and rely on different methodologies to execute them. Regardless of the approach selected, all of them have understanding users as the end goal.
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Hope this article has helped you understand the approached to research a little more. Drop any feedback you might have in the comments.
