This document outlines different research methods. It discusses deductive research, which starts with a theory and tests it, versus inductive research, which starts with observations and builds to a theory. It also differentiates between quantitative data, which can be measured numerically, and qualitative data, which involves studying social phenomena through methods like interviews and case studies. Finally, it lists some common sources and methods used in research, such as libraries, the internet, written works, interviews, surveys, and conversations.

1. RESEARCH
METHODS

2. Theory
Hypothesis
Observation
Confirmation/Rejection
Deductive research is the process of attaining information from the theory
towards your own acceptance of the theory. This is often described as ‘top-
down logic’ as the research begins with a conclusion and explores that
general conclusion to find the specific details which either support or
disregard that conclusion. An example of this would be:
The Social Representation Theory which is represented in the stereotype of
rural English life in British Drama. This can be observed in TV programmes
such as, Emmerdale and Heartbeat. As we can see that these programmes
both follow the drama of an intimate community in a small rural village.
The similar themes between these programmes would justify a personal
confirmation of the Social Representation Theory.
DEDUCTIVE METHODS

3. Observation
Pattern
Tentative Hypothesis
Theory
Whereas deductive research is the process of taking something vague and
researching the details, inductive research is the process of taking
something specific and deducting a general theory. For example:
An observation could be that the audience of Working Title’s films are
predominantly female, research would then tell the observer that the
majority of the production company’s films are of the romantic comedy
genre. We are then led to develop the tentative hypothesis that films with a
heavily ‘romance’ based plot attract, and are subsequently aimed at, a
female audience. This would land on the Audience Theory.
INDUCTIVE METHODS

4. When researching there are two types of information which are used to
deduct a conclusive hypothesis.
QUANTITATIVE DATA
This is research which can be measured; it deals with number based data.
For example, this includes percentages, trends and basic viewing figures,
etc. This form of data can be helpful to your own research as it can back up
any argument with facts that can’t be argued against.
QUALITATIVE DATA
This form of data includes the study of social phenomena through action
research. This comes in the form of case studies, textual analysis,
interviews and questionnaires, etc.
METHODOLOGY

5.  Libraries
 The Internet
 Written Essays – Dissertations, Reviews, etc.
 Interviews
 Questionnaires/Surveys (in person, email, telephone)
 Talking With People
RESEARCH METHODS & SOURCES