Question

Compare and contrast the various research techniques explained in this chapter including interviews, focus groups, observation, and surveys.

Answer 1

Research is the type of study in which entities are investigated and explored systematically, with the objective of establishing facts and inferring conclusions. Research techniques are the various methods which are used to facilitate the research process.

There are various types of research methodologies:

• Interviews
  • Direct interviews are conducted with the respondent
  • Facilitates to have a deeper understanding of the insight of the respondent
  • Advantages
    • Facilitates in-depth analysis of the research topic
    • Response rate of interview is quite high
    • Clarity of thoughts is maintained in this research technique
  • Disadvantages
    • Can be quite time consuming
    • It is usually costly to facilitate an interview setting
• Focus groups
  • Planned discussions are conducted with a specifically selected group of people
  • The selected group of people usually have some stakes involved in the research technique
  • Group discussions help in having a wider and more concrete perspective on the research topic
  • Advantages
    • Detailed information about the perspective of various people in the focus group can help in having a deeper insight about the topic
    • Time and money gets saved
    • Clarifications can be facilitated quite easily
  • Disadvantages
    • Can lead to disagreements and conflicts among participants
    • Managing the flow of discussion can be difficult
• Observation
  • Considered as the most basic way of getting information about anything
  • Includes both covert and overt observation of an individual’s or group’s behavior
  • The inference is made by analyzing the various observations made by the researcher
  • Advantages
    • Direct method of observing data
    • Requires very less investment
    • Data collected usually has high rate of accuracy
  • Disadvantages
    • Sampling of data is not facilitated
    • Consumer opinions cannot be gauged by this method
    • Past problems cannot be analysed
• Surveys
  • This research technique uses pre-prepared questionnaires to gauge the perspectives of the respondents or sample groups
  • Evidence based research is facilitated by this process
  • The data collected can be used to prepare the hypothesis of research
  • Advantages
    • Establishing validity of theories is quite easy
    • Hypothesis formation is facilitated
    • Objectivity of the research can be easily established
  • Disadvantages
    • Quite costly and time consuming
    • Can be subjected to bias of respondents
    • Very less reliable method