Research methods: questionnaires, interviews, observations, case studies, sampling, and the selection of methods appropriate to the research question, with attention to reliability, validity and bias

What this dot point is asking

You need to know the main research methods used in Community and Family Studies, the strengths and weaknesses of each, and how to choose a method that fits a research question while producing reliable, valid data with minimal bias. This underpins the whole Research Methodology core and the Independent Research Project (IRP).

The main research methods

A questionnaire is a set of written questions distributed to respondents. It is efficient for large samples and can mix closed questions (which produce quantitative data that is easy to graph) with open questions (which produce qualitative data). Strengths include speed, low cost and anonymity, which encourages honesty on sensitive topics. Weaknesses include low response rates, the risk of ambiguous wording, and respondents misunderstanding questions with no one present to clarify.

An interview is a face-to-face, phone or video conversation. Structured interviews use a fixed list of questions; unstructured interviews are conversational; semi-structured interviews sit between the two. Interviews collect rich, in-depth qualitative data and allow the researcher to probe and clarify. They are time-consuming, harder to analyse, and vulnerable to interviewer bias and social desirability bias, where respondents say what they think the researcher wants to hear.

An observation involves watching and recording behaviour. In participant observation the researcher joins the group; in non-participant observation they watch from outside. Observation captures actual behaviour rather than reported behaviour, which is valuable when studying young children or group dynamics. Weaknesses include observer bias, the Hawthorne effect (people change behaviour when watched), and the time required.

A case study is an in-depth investigation of a single person, family, group or organisation, often combining several methods. Case studies produce detailed, holistic data and suit complex situations, such as a family adjusting to a new baby or a carer supporting a person with disability. The trade-off is that findings from one case cannot be generalised to a whole population.

Sampling

Sampling is selecting a manageable group (the sample) from a larger population. Random sampling gives every member an equal chance of selection and reduces bias. Stratified sampling divides the population into subgroups (such as age bands) and samples from each to ensure representation. Convenience sampling uses whoever is easy to reach; it is quick but prone to bias because the sample may not represent the population. A larger, more representative sample improves the reliability and generalisability of results.

Reliability, validity and bias

Reliability means consistency: if the research were repeated under the same conditions, would it produce the same results? Standardised questions and clear procedures improve reliability.

Validity means the research actually measures what it claims to measure. A questionnaire about parenting stress is valid only if its questions genuinely capture stress rather than something else, such as tiredness.

Bias is any factor that distorts results away from the truth. Common forms include sampling bias (an unrepresentative sample), researcher bias (the researcher influencing responses), and social desirability bias. Good design minimises bias through neutral wording, anonymity, representative sampling and triangulation, which is using more than one method to cross-check findings.

Matching the method to the question

There is no single best method; the best method is the one that answers the question. If a Year 12 student wants to measure how many local teenagers use a particular social media platform, a questionnaire with a large random sample suits a quantitative, descriptive question. If the same student wants to understand why teenagers feel pressure from that platform, an interview or focus group suits an exploratory, qualitative question. Studying one young carer in depth points to a case study. Many strong projects combine methods, for example a questionnaire to map a trend followed by interviews to explain it, which strengthens validity through triangulation.