Depending on the research approach, we determine which data we need in order to answer the questions to be studied and how – and therefore, according to which method - we should collect it.
Below, we provide an overview (and brief explanation) of the key research methods.
Depending on the aims of the research, different data can be used. There are also different methods for collecting this data.
These various methods are often divided into “quantitative” and “qualitative” methods.
All too often, the two approaches (quantitative and qualitative) are presented as being in opposition to one another. They are actually complementary.
For example, an exploratory qualitative study based on in-depth interviews can pave the way for a large-scale survey among a representative sample of the population.
Conversely, a large-scale survey can also be supplemented with in-depth interviews that focus more deeply on certain themes and trouble spots that have been revealed through the survey.
In practice, in any case, different methods are often used in parallel.
Quantitative methods (for example, surveys, counting visitors, observations) usually generate “hard” numerical data and are based on a larger and often more representative sample. This often generates a clear, simplified picture, a sort of bird’s eye view. The aim is often more narrow and focused in nature. That is why it is often regarded as primarily suited for studies to test a theory.
Broadly speaking, there are two ways of generating quantitative data on visitors:
Qualitative methods (for example, in-depth interviews, focus groups, etc.) are suited for more descriptive studies and for determining the underlying motivations, thoughts and ideas, (explanations). These types of analyses are extremely useful in answering “why-questions” and obtaining more specific and complex information.
Qualitative research also leaves more room for taking the context into account. Its value is often underestimated, because data gathered in this way is thought to be subjective and not representative. Nevertheless, one can certainly draw general conclusions based on qualitative research.
The aim is more open-ended. That is why it is more generally associated with research done in order to form theories.
We can distinguish two types of qualitative research
