How to Choose the Right Research Methodology

by 3AS Research Solutions

1. Define Your Research Goal

Start by understanding what you're trying to achieve:

  • Measure trends or behaviors → Quantitative
  • Explore opinions or motivations → Qualitative
  • Need both → Mixed Methods

2. Form Your Research Questions

Question Recommended Method
What % of people buy X? Quantitative
Why do customers leave? Qualitative
How satisfied and why? Mixed

3. Know the Data You Need

  • Quantitative: Numbers, metrics, stats
  • Qualitative: Quotes, stories, observations
  • Mixed: Both types of insights

4. Consider Your Audience

  • Executives: Prefer charts & KPIs → Quantitative
  • UX teams: Prefer detailed feedback → Qualitative
  • Academic/Policy: May require both

5. Time & Budget

Constraint Best Method
Limited time Online survey (Quantitative)
Need in-depth insight Interviews/focus groups (Qualitative)
Resources for both Mixed Methods

6. Summary Decision Guide

  • Need trends, numbers? → Quantitative
  • Need personal experiences? → Qualitative
  • Need both? → Mixed Methods