Match the method to the research question
Qualitative designs are useful for exploring experiences, perceptions, and meanings. Quantitative designs are better suited to measurement, comparison, prediction, and statistical relationships.
Justify sampling decisions
Sampling is not only a technical detail. It affects credibility, transferability, validity, and the limits of the conclusions. Explain who is included, why they matter, and what limitations remain.
Explain data collection and analysis together
Data collection and analysis should align. Interview-based studies require a clear plan for coding and theme development, while survey-based studies need a defensible statistical or descriptive analysis approach.
Common questions
How do I choose between qualitative and quantitative research?
Choose qualitative research when the goal is depth, meaning, or experience. Choose quantitative research when the goal is measurement, comparison, or statistical relationship testing.
What makes a methodology defensible?
A methodology is defensible when every major decision is connected to the research question, supported by methodological reasoning, and realistic within the study constraints.