Choosing a Research Method

What is quantitative data?

Data in numerical form that can be measured and counted.

What is qualitative data?

Data that provides detailed information about meanings, experiences and social behaviour, usually in words.

What is primary data?

Data collected first-hand by the researcher for their specific research project.

What is secondary data?

Data that has already been collected by someone else and is used by the researcher.

What is reliability?

The extent to which research can be repeated and produce consistent results.

What is validity?

The extent to which research gives a true picture of what is being studied.

What is representativeness?

The extent to which a sample accurately reflects the characteristics of the wider target population.

What is generalisability?

The extent to which findings from a sample can be applied to the wider population.

What do positivists generally prefer?

Quantitative methods because they produce numerical data that can be measured, compared and used to identify patterns.

What do interpretivists generally prefer?

Qualitative methods because they provide detailed insights into meanings and social behaviour.

Why do positivists value reliability?

They want research to be repeatable so that findings can be checked and compared.

Why do interpretivists value validity?

They want to understand the meanings and experiences behind people's behaviour.

What are practical factors?

Factors concerning whether the research is realistic and possible, such as time, money, access and researcher skills.

What are ethical factors?

Factors concerning whether research is morally acceptable, including informed consent, privacy, confidentiality and protection from harm.

What are theoretical factors?

Factors linked to the researcher's theoretical perspective, such as whether they are positivist or interpretivist.

What is researcher access?

The ability of a researcher to gain entry to the people or setting they want to study.

What is cost?

The amount of money required to carry out the research.

What is time?

The amount of time needed to collect and analyse the data.

What is informed consent?

Participants agreeing to take part after being given sufficient information about the research.

What is confidentiality?

Keeping participants' personal information private.

What is anonymity?

Ensuring that participants cannot be identified from the research.

What is the main methodological difference between positivists and interpretivists?

Positivists generally prefer quantitative, reliable and objective data, while interpretivists prefer qualitative, valid and meaningful data.