Blog 6: Biases in the Choice of the Research Method

This week’s blogging will focus on the use of research methods. As a researcher, which particular research methods (quantitative, qualitative, or a combination) do you tend to gravitate towards and why? Do you think it’s important to recognize the biases in the choice of the research method? Why? What could determine the use of a particular research method?

As a researcher Qualitative research is the type that I tend to gravitate towards. The reason for this is due to the fact I like the way that the data is collected using methods that include: focus groups, individual interviews, and participation/observations. I personally like to have the time for that one on one connection/interview. I like to focus on human behavior and feel that the qualitative research option provides us the ability to do so.

However, I think that it’s also important for us to recognize the biases in the choice of research method. I think in order to fully have a richer and complete research a combination of both would be required. If we only focus on the quantitative research we would not be able to provide a complete representation of the group we are focusing on. It would also be more time consuming due to the time required for the data collection, analysis and interpretation being lengthy. 

Different factors can be determinants of what research method to select. You first need to know what is the targeted population you want to measure and what exactly you are attempting to find out about that population. Once you do, you will be able to figure out if what you are attempting to research leans more towards beliefs and experiences, or if can be better understood through numbers. If it would be better understood through numbers, that would be leaning more towards a quantitate research. 

Improving Churn Prevention by Human Behavior Modeling | Optimove

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