Module 1 Media Piece: Research Methods Chart Method/Type of Research Description Advantages Disadvantages Case Studies A thorough exam of one organization’s position, situation, or issue. Often uses both qualitative and quantitative research methods. -Depth, since both qualitative and quantitative research is conducted -Time and labor intensive -Breadth may be sacrificed in favor of in-depth research. Content Analysis/ Documentation Review Makes inferences by gathering, interpreting, and coding existing company documents for analysis. Useful for researching past communications, marketing, and negotiations. -Analyzes massive amounts of textual data -Does not interrupt normal business operations -Limits bias -Time consuming -Information may be incomplete -Data restricted to past/existing documentation -Very research question is needed Questionnaires/Surveys Often used by companies to gather information like beliefs and opinions from a sample of people, who represent the broader population. Responses are typically coded, allowing for quantitative analysis. -Can be anonymous -Usually inexpensive -Easy to compare and analyze -Can administer to a number of participants -Can result in large amounts of helpful data -Can introduce bias -May not get the complete picture -Chance for survey development error(s) -Impersonal -May be difficult to get responses or complete responses Interviews Utilizes a small sample of participants when an entire population is too large. Provides an in-depth analysis of participants and their responses. -Depth -Allows the researcher to ask additional/clarifying questions when necessary -Establishes a relationship between researcher and participant -Can be time consuming -Bias can be introduced in the analysis stage -Can be difficult to compare responses -Can be expensive Focus Groups Used in exploratory studies to gather responses from a group of participants at one time. Help to completely uncover -Allow the participants to communicate and build off each other’s responses -A facilitator may be needed to control dynamics to ensure all participants are “heard”
qualitative data like participant’s thoughts, perceptions, experiences, and ideas. -Receive common/shared reliable perspectives and responses -Large quantities of data in a short time -Can be difficult to analyze responses -May be difficult to schedule Observation This correlational (non-experimental) type of research be used most effectively if the researcher has a very clear research question and plan, and a precise method for recording observations. Can be used to discern customer actions, and company processes or operations occurring in their natural environment. -Able to view what is happening in as it is occurring -Can adapt to events as they occur -If the research plan is not revealed, researchers can observe and record natural, unhampered responses -Can be difficult to interpret behaviors or what is happening -If the research question is not clear, observation practices may deviate from the original plan -Can be complex to categorize -If study is revealed to participants, it can impact participant behaviors -May be expensive Experiments Involve the manipulation of independent variables and control of dependent variables to observe cause and effect relationships. Experiments can either take place in a laboratory or in natural settings. -Enable the company/researcher to test ideas on a small (inexpensive) scale, before implementing on a larger, company-wide scale -Considered easy to implement with quick, and clear results -Can be costly -Inherent risk with trying or testing something new -Potential legal risk for companies -Errors are possible -Can be difficult to control variables