See also our section on Research Methods for some further ideas.
Such books will help you to identify your broad research philosophy, and then choose methods which relate to that.
A researcher wanting to know how people react to a billboard advertisement might spend time watching and describing the reactions of the people.
In this case, the data would be , and would therefore be qualitative.
If your intended research question requires you to collect standardised (and therefore comparable) information from a number of people, then questionnaires may be the best method to use.
Questionnaires can be used to collect both quantitative and qualitative data, although you will not be able to get the level of detail in qualitative responses to a questionnaire that you could in an interview.
The following research methods are commonly used in social science, involving human subjects: One of the most flexible and widely used methods for gaining qualitative information about people’s experiences, views and feelings is the interview.
An interview can be thought of as a guided conversation between a researcher (you) and somebody from whom you wish to learn something (often referred to as the ‘informant’).
Documents are tangible materials in which facts or ideas have been recorded.
Typically, we think of items written or produced on paper, such as newspaper articles, Government policy records, leaflets and minutes of meetings.