· 6 min read
Your methodology should follow from your research question, not the other way round. Here's how to decide.
Quantitative research
Quantitative research measures things with numbers and tests relationships between variables.
- Good for: questions like "how much", "how many", "is there a relationship between X and Y".
- Typical methods: surveys with closed questions, experiments, secondary data analysis.
- Analysis: descriptive statistics, t-tests, ANOVA, correlation, regression, often in SPSS, Excel, R or Python.
- Strengths: larger samples, comparisons, generalisable results.
- Limitations: less depth about why people think or act the way they do.
Qualitative research
Qualitative research explores meaning, experiences and perspectives in depth.
- Good for: questions like "how" and "why", and topics that aren't well understood yet.
- Typical methods: interviews, focus groups, observation, document analysis.
- Analysis: thematic analysis, content analysis, grounded theory.
- Strengths: rich, detailed understanding.
- Limitations: smaller samples and findings that are harder to generalise.
Mixed methods
Mixed methods combine both, for example a survey to measure a trend followed by interviews to explain it. It's powerful but takes more time, so make sure your timeline allows it.
How to choose
Ask yourself:
- What exactly does my research question ask?
- What data can I realistically collect in the time I have?
- What access do I have to participants?
- What does my supervisor or department expect?
Justify your choice
Examiners want to see why your method fits your question. A good methodology chapter explains:
- Your research philosophy and approach
- Your research design
- Sampling: who, how many and how they were selected
- Data collection instruments
- Analysis method
- Ethical considerations: consent, anonymity, data storage
- Limitations and how you reduced them
If you're unsure which approach fits your dissertation, our team can help you plan and justify your methodology.