Qualitative research

Qualitative research is a method of inquiry employed in many different academic disciplines, traditionally in the social sciences, but also in market research by the business sector and further contexts including research and service demonstrations by the non-profit sectors.

Quantitative research

 quantitative research is the systematic empirical investigation of observable phenomena via statistical, mathematical or computational techniques.

Primary research methods

Primary research is new research, carried out to answer specific issues or questions. It can involve questionnaires, surveys or interviews with individuals or small groups. Secondary research makes use of information previously researched for other purposes and publicly available.

 Involves gathering new data that has not been collected before. For example, surveys using questionnaires or interviews with groups of people in a focus group.

Secondary research methods

Secondary research involves the summary, collation and/or synthesis of existing research rather than primary where data is collected from, for example, research subjects or experiments

Newspapers books

Objective (research)

Subjective(research)

Valid

Reliable