This document describes and compares several common research methods: interviews, questionnaires, focus groups, surveys, internet research, and library research. It outlines the type of data each collects (qualitative vs. quantitative, primary vs. secondary) and notes their key advantages and disadvantages. For example, interviews provide in-depth answers but are time-consuming, while questionnaires can gather large amounts of data quickly but lack validity.

1. RESEARCH
METHOD
DESCRIPTION TYPE OF DATA
(qualitative/quantitative
/primary/secondary)
ADVANTAGES DISADVANTAGES
INTERVIEW Qualitative
Primary
Quantitative
In depth answers which are
specific to your question.
The interviewer can affect the
data if he/she is not
consistent.
It is very time consuming.
It is not used for a large
number of people
QUESTIONNAIRE Qualitative
Quantitative
Primary
Practical
Large amounts of information can
be collected from a large number
of people in a short period of time
and in a relatively cost effective
way
Is argued to be inadequate to
understand some forms of
information - i.e. changes of
emotions, behaviour, feelings
etc.
Lacks validity
FOCUS GROUP Quantitative Focus group usually refer to a
group of usually 10 or fewer
individuals. The group usually
consists of volunteers gathered to
discuss a particular product or idea.
They are asked a series of
questions or are given statements
to which they freely share their
opinions, ideas and reactions
SURVEY Quantitative
INTERNET
RESEARCH
Secondary It is quicker to do research on the
web and you can also compare to
other websites to ensure the
information is reliable.

2. LIBRARY
RESEARCH
Secondary Books that make it to the library
are peer read before the books is
published.