Intended for undergraduates who have had little or no experience conducting primary research, this brief introduction outlines the difference between the terms methodology and method and introduces students to some of the key considerations in planning a qualitative study.

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Methodology and
Method
A Brief Introduction to
Planning a Qualitative Study
Dr. Jacqueline Preston
Utah Valley University
jpreston@uvu.edu

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Methodology and Method
A research methodology: is a theoretical approach for
gathering and analyzing evidence. The methods used are
born out of particular philosophical and theoretical
assumptions about conducting research, often framed in
terms of qualitative and quantitative methodologies.
Examples include ethnography, experimental, critical
discourse, etc.
A research method is a strategy or means by which evidence
will be gathered.
Examples include interviews, focus groups, case study, direct
and indirect observation, textual analysis, controlled
experiments.

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An Overview of Empirical Research
Methods
Descriptive/Interpretive Experimental (Quantitative)
(Qualitative)
 Experiment
 Ethnography (participant
observation)  Statistical Analysis
 Case Study  Direct Observation
 Survey/Sampling
 Focus Groups
 Interviews

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Choosing a Method
 Research Question(s) is/are key
 Methods are chosen in accordance with the research
question(s)
 A researcher chooses her method of collecting data/evidence
based on the research question.
 Some methods of collecting data will not produce the results
needed to answer a particular research question.

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Qualitative Research Methods:
+ Participant observation: + Focus Groups:
Observational field work done + Open Ended Questions,
in the actual context being + Structured
studied;
+ Semi-structured
+ Focus on how individuals
interrelate in their own + Surveys:
environment (and the influence
+ Open Ended,
of this environment):
+ Closed,
+ Double Entry Field Notes-
Observations and Thoughts + Multiple Choice
+ Likert Scale
+ Interviews:
+ Open Ended Questions, + Historical Archives
+ Structured
+ Semi-structured

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Key Considerations
 The Primary Research Question
 What question or questions do you want to answer?
 Why is the research important?
 What are the implications?
 What can be determined as a result of the research? What can
you do with your research results?
 Are your research results generalizable?
 Are you interested in identifying a process?
 Are you hoping to identify a problem and a need for other kinds of
research?
 Are you hoping to shed light on the intricacies and complications
inherent to an issue?
 Who or what will you research?
 Individuals?
 Targeted groups?
 Documents?
 Objects?
 Processes?

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Dr. Jacqueline Preston
jpreston@uvu.edu