Primary quantitative and qualitative research methods

Primary Quantitative Research Methods

Surveys

Surveys collect large amounts of data for statistical analysis, often in the form of questionnaires or structured interviews.
Structured interviews use standardised questions, helping to improve reliability.
Questionnaires can be self-completed, enabling a wide reach at low cost.
Both methods prioritise closed-ended questions, generating easily measurable responses.

Experiments

Experiments involve manipulating variables in controlled conditions to observe effects.
Although rare in sociology due to ethical and practical concerns, they offer the possibility of demonstrating cause and effect relationships.
Lab experiments provide high control, while field experiments provide more realistic environments.

Primary Qualitative Research Methods

Interviews

Unstructured interviews or in-depth interviews involve open-ended questions allowing respondents to express themselves freely.
Semi-structured interviews provide a guided conversation with room for follow-up questions.
These approaches seek to understand the subjects’ perspectives and generate rich, detailed data.

Observation

Participant observation where the researcher becomes part of the group being observed can provide intimate understanding of social phenomena.
Non-participant observation, observing without direct involvement, may produce more objective data.
Both methods aim for detailed descriptions of behaviours, interactions and environments.

Ethnographic Studies

Ethnographic studies involve extensive, detailed observation of a group or culture, often incorporating interviews.
They aim to provide a ‘deep dive’ into specific social contexts, considering the interplay of factors in a holistic manner.

Case Studies

Case studies focus on an individual or small group in great detail, often combining various methods.
The goal is to provide a comprehensive understanding of the specific context, with high validity but limited generalisability.

The choice between and within these methods often depends on the research question, the availability of resources, and the researcher’s theoretical orientation. Each method has its own strengths and potential limitations, requiring careful consideration in designing and conducting sociological research.