Research Methods Guide
A plain-language overview of the main research methods used in UK dissertations, what each is genuinely good for, and how to start narrowing down the right one for your project.
What Is a "Research Method," Exactly?
A research method is the specific technique used to collect and, often, analyse data — distinct from your broader methodology, which is the philosophical reasoning behind your overall approach. Choosing a method is really about matching a practical tool to your specific research questions: what you need to find out should determine how you go about finding it, not the other way round.
Common Quantitative Methods
Quantitative methods generate numerical data suited to statistical analysis, and are typically chosen when a research question asks "how much," "how many," or "is there a relationship between."
| Method | Well Suited To |
|---|---|
| Surveys / Questionnaires | Gathering standardised data from a larger sample efficiently |
| Experiments | Testing cause-and-effect relationships under controlled conditions |
| Secondary data analysis | Analysing existing datasets, such as government or company data |
| Structured observation | Systematically recording specific, predefined behaviours or events |
Common Qualitative Methods
Qualitative methods generate rich, non-numerical data suited to exploring meaning, experience, and context — typically chosen when a research question asks "how" or "why" someone experiences or understands something.
| Method | Well Suited To |
|---|---|
| Semi-structured interviews | Exploring individual perspectives and experiences in depth |
| Focus groups | Exploring shared or contrasting group perspectives and dynamics |
| Case studies | In-depth exploration of a single organisation, event, or context |
| Ethnography | Immersive study of a group or culture over an extended period |
| Document/content analysis | Systematically analysing existing text, media, or documents |
Mixed Methods
Mixed-methods research combines quantitative and qualitative approaches within a single study — for example, a survey to measure the scale of an issue, followed by interviews to explore why it occurs. This can provide a richer, more complete picture, but adds complexity to your research design and analysis, so it should be chosen because it genuinely suits your questions, not simply to seem more thorough.
How to Choose the Right Method
- Start from your research questions — what exactly are you trying to find out?
- Consider what kind of data would genuinely answer that question — numbers, or narrative and meaning?
- Check feasibility: what data can you realistically access within your timeframe?
- Review how similar studies in your field have approached comparable questions.
- Confirm your choice aligns with your broader methodological philosophy.
Key Takeaways
- Your research method should follow from your research questions, not the other way round
- Quantitative methods suit "how much/many" and relationship questions; qualitative methods suit "how/why" and meaning-focused questions
- Mixed methods add richness but also complexity — choose deliberately, not by default
- Checking feasibility and access early avoids committing to a method you can't actually carry out
Research Methods Guide FAQs
Yes, this is a mixed-methods approach, and it's a legitimate and increasingly common choice when it genuinely suits your research questions.
A method is well justified when you can clearly explain why it fits your research questions better than the realistic alternatives, and when it's grounded in how similar research in your field has been conducted.
No — both traditions have their own standards of rigour. Qualitative rigour is demonstrated through transparency, reflexivity, and systematic analysis rather than statistical significance.