research method and design difference

Research Design vs. Research Methods

What's the difference.

Research design and research methods are two essential components of any research study. Research design refers to the overall plan or structure of the study, outlining the objectives, research questions, and the overall approach to be used. It involves making decisions about the type of study, the target population, and the data collection and analysis techniques to be employed. On the other hand, research methods refer to the specific techniques and tools used to gather and analyze data. This includes selecting the appropriate sampling method, designing surveys or interviews, and choosing statistical tests for data analysis. While research design provides the framework for the study, research methods are the practical tools used to implement the design and collect the necessary data.

Further Detail

Introduction.

Research is a systematic process that aims to gather and analyze information to answer specific questions or solve problems. It involves careful planning and execution to ensure reliable and valid results. Two key components of any research study are the research design and research methods. While they are closely related, they serve distinct purposes and have different attributes. In this article, we will explore and compare the attributes of research design and research methods.

Research Design

Research design refers to the overall plan or strategy that guides the entire research process. It outlines the structure and framework of the study, including the objectives, research questions, and the overall approach to be used. The research design provides a roadmap for researchers to follow, ensuring that the study is conducted in a systematic and organized manner.

One of the key attributes of research design is its flexibility. Researchers can choose from various research designs, such as experimental, correlational, descriptive, or exploratory, depending on the nature of their research questions and the available resources. Each design has its own strengths and limitations, and researchers must carefully consider these factors when selecting the most appropriate design for their study.

Another important attribute of research design is its ability to establish the causal relationship between variables. Experimental research designs, for example, are specifically designed to determine cause and effect relationships by manipulating independent variables and measuring their impact on dependent variables. This attribute is particularly valuable when researchers aim to make causal inferences and draw conclusions about the effectiveness of interventions or treatments.

Research design also plays a crucial role in determining the generalizability of the findings. Some research designs, such as case studies or qualitative research, may provide rich and in-depth insights into a specific context or phenomenon but may lack generalizability to a larger population. On the other hand, quantitative research designs, such as surveys or experiments, often aim for a representative sample and strive for generalizability to a broader population.

Furthermore, research design influences the data collection methods and tools used in a study. It helps researchers decide whether to use qualitative or quantitative data, or a combination of both, and guides the selection of appropriate data collection techniques, such as interviews, observations, questionnaires, or experiments. The research design ensures that the chosen methods align with the research objectives and provide the necessary data to answer the research questions.

Research Methods

Research methods, on the other hand, refer to the specific techniques and procedures used to collect and analyze data within a research study. While research design provides the overall framework, research methods are the practical tools that researchers employ to gather the necessary information.

One of the key attributes of research methods is their diversity. Researchers can choose from a wide range of methods, such as surveys, interviews, observations, experiments, case studies, content analysis, or statistical analysis, depending on the nature of their research questions and the available resources. Each method has its own strengths and limitations, and researchers must carefully select the most appropriate methods to ensure the validity and reliability of their findings.

Another important attribute of research methods is their ability to provide empirical evidence. By collecting data through systematic and rigorous methods, researchers can obtain objective and measurable information that can be analyzed and interpreted. This attribute is crucial for generating reliable and valid results, as it ensures that the findings are based on evidence rather than personal opinions or biases.

Research methods also play a significant role in ensuring the ethical conduct of research. Ethical considerations, such as informed consent, privacy protection, and minimizing harm to participants, are essential in any research study. The choice of research methods should align with these ethical principles and guidelines to ensure the well-being and rights of the participants.

Furthermore, research methods allow researchers to analyze and interpret the collected data. Statistical analysis, for example, enables researchers to identify patterns, relationships, and trends within the data, providing a deeper understanding of the research questions. The choice of appropriate analysis methods depends on the nature of the data and the research objectives, and researchers must possess the necessary skills and knowledge to conduct the analysis accurately.

Lastly, research methods contribute to the reproducibility and transparency of research. By clearly documenting the methods used, researchers enable others to replicate the study and verify the findings. This attribute is crucial for the advancement of knowledge and the validation of research results.

Research design and research methods are two essential components of any research study. While research design provides the overall plan and structure, research methods are the practical tools used to collect and analyze data. Both have distinct attributes that contribute to the reliability, validity, and generalizability of research findings. By understanding and carefully considering the attributes of research design and research methods, researchers can conduct high-quality studies that contribute to the advancement of knowledge in their respective fields.

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Home » Education » Difference Between Research Methods and Research Design

Difference Between Research Methods and Research Design

Main difference – research methods vs research design.

Research methods and research design are terms you must know before starting a research project. Both these elements are essential to the success of a research project. However, many new researchers assume research methods and research design to be the same. Research design is the overall structure of a research project. For example, if you are building a house, you need to have a good idea about what kind of house you are going to build; you cannot do anything without knowing this. A research design is the same – you cannot proceed with the research study without having a proper research design. Research methods are the procedures that are used to collect and analyze data. Thus, the main difference between research methods and research design is that research design is the overall structure of the research study whereas research methods are the various processes, procedures, and tools used to collect and analyze data.

1. What are Research Methods?      – Definition, Features, Characteristics

2. What is Research Design?      – Definition, Features, Characteristics

What are Research Methods

Research methods are concerned with the various research processes, procedures, and tools – techniques of gathering information, various ways of analyzing them. Research problems can be categorized into two basic sections: qualitative research and quantitative research . Researchers may use one or both of these methods (mixed method) in their research studies. The type of research method you choose would depend on your research questions or problem and research design.

The main aim of a research study is to produce new knowledge or deepen the existing understanding of a field. This can be done by three forms.

Exploratory research – identifies and outlines a problem or question

Constructive research – tests theories and suggests solutions to a problem or question

Empirical research – tests the viability of a solution using empirical evidence

What is a Research Design

Research design is the overall plan or structure of the research project. It indicates what type of study is planned and what kind of results are expected from this project. It specifically focuses on the final results of the research. It is almost impossible to proceed with a research project without a proper research design. The main function of a research design is to make sure that the information gathered throughout the research answers the initial question unambiguously. In other words, the final outcomes and conclusions of the research must correspond with the research problems chosen at the beginning of the research.

A research design can be,

Descriptive (case study, survey, naturalistic observation, etc.)

Correlational (case-control study, observational study, etc.)

Experimental (experiments)

Semi-experimental (field experiment, quasi-experiment, etc.)

Meta-analytic (meta-analysis)

Review ( literature review , systematic review)

Research Methods : Research methods are the procedures that will be used to collect and analyze data.

Research Design: Research design is the overall structure of the research.

Research Methods: Research methods focus on what type of methods are more suitable to collect and analyze the evidence we need.

Research Design: Research design focuses on what type of study is planned and what kind of results are expected from the research.

Research Methods: Research methods depend on the research design.

Research Design: Research design is based on the research question or problem.

De Vaus, D. A. 2001. Research design in social research. London: SAGE.

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Research Methods Guide: Research Design & Method

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Research Methods (sociology-focused)

Qualitative vs. Quantitative Methods (intro)

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FAQ: Research Design & Method

What is the difference between Research Design and Research Method?

Research design is a plan to answer your research question.  A research method is a strategy used to implement that plan.  Research design and methods are different but closely related, because good research design ensures that the data you obtain will help you answer your research question more effectively.

Which research method should I choose ?

It depends on your research goal.  It depends on what subjects (and who) you want to study.  Let's say you are interested in studying what makes people happy, or why some students are more conscious about recycling on campus.  To answer these questions, you need to make a decision about how to collect your data.  Most frequently used methods include:

• Observation / Participant Observation
• Focus Groups
• Experiments
• Secondary Data Analysis / Archival Study
• Mixed Methods (combination of some of the above)

One particular method could be better suited to your research goal than others, because the data you collect from different methods will be different in quality and quantity.   For instance, surveys are usually designed to produce relatively short answers, rather than the extensive responses expected in qualitative interviews.

What other factors should I consider when choosing one method over another?

Time for data collection and analysis is something you want to consider.  An observation or interview method, so-called qualitative approach, helps you collect richer information, but it takes time.  Using a survey helps you collect more data quickly, yet it may lack details.  So, you will need to consider the time you have for research and the balance between strengths and weaknesses associated with each method (e.g., qualitative vs. quantitative).

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• Last Updated: Aug 21, 2023 10:42 AM

Research Methods vs. Research Design: What's the Difference?

Key Differences

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Research Design 101

Everything You Need To Get Started (With Examples)

By: Derek Jansen (MBA) | Reviewers: Eunice Rautenbach (DTech) & Kerryn Warren (PhD) | April 2023

Navigating the world of research can be daunting, especially if you’re a first-time researcher. One concept you’re bound to run into fairly early in your research journey is that of “ research design ”. Here, we’ll guide you through the basics using practical examples , so that you can approach your research with confidence.

Overview: Research Design 101

What is research design.

• Research design types for quantitative studies
• Video explainer : quantitative research design
• Research design types for qualitative studies
• Video explainer : qualitative research design
• How to choose a research design
• Key takeaways

Research design refers to the overall plan, structure or strategy that guides a research project , from its conception to the final data analysis. A good research design serves as the blueprint for how you, as the researcher, will collect and analyse data while ensuring consistency, reliability and validity throughout your study.

Understanding different types of research designs is essential as helps ensure that your approach is suitable  given your research aims, objectives and questions , as well as the resources you have available to you. Without a clear big-picture view of how you’ll design your research, you run the risk of potentially making misaligned choices in terms of your methodology – especially your sampling , data collection and data analysis decisions.

The problem with defining research design…

One of the reasons students struggle with a clear definition of research design is because the term is used very loosely across the internet, and even within academia.

Some sources claim that the three research design types are qualitative, quantitative and mixed methods , which isn’t quite accurate (these just refer to the type of data that you’ll collect and analyse). Other sources state that research design refers to the sum of all your design choices, suggesting it’s more like a research methodology . Others run off on other less common tangents. No wonder there’s confusion!

In this article, we’ll clear up the confusion. We’ll explain the most common research design types for both qualitative and quantitative research projects, whether that is for a full dissertation or thesis, or a smaller research paper or article.

Research Design: Quantitative Studies

Quantitative research involves collecting and analysing data in a numerical form. Broadly speaking, there are four types of quantitative research designs: descriptive , correlational , experimental , and quasi-experimental . 

Descriptive Research Design

As the name suggests, descriptive research design focuses on describing existing conditions, behaviours, or characteristics by systematically gathering information without manipulating any variables. In other words, there is no intervention on the researcher’s part – only data collection.

For example, if you’re studying smartphone addiction among adolescents in your community, you could deploy a survey to a sample of teens asking them to rate their agreement with certain statements that relate to smartphone addiction. The collected data would then provide insight regarding how widespread the issue may be – in other words, it would describe the situation.

The key defining attribute of this type of research design is that it purely describes the situation . In other words, descriptive research design does not explore potential relationships between different variables or the causes that may underlie those relationships. Therefore, descriptive research is useful for generating insight into a research problem by describing its characteristics . By doing so, it can provide valuable insights and is often used as a precursor to other research design types.

Correlational Research Design

Correlational design is a popular choice for researchers aiming to identify and measure the relationship between two or more variables without manipulating them . In other words, this type of research design is useful when you want to know whether a change in one thing tends to be accompanied by a change in another thing.

For example, if you wanted to explore the relationship between exercise frequency and overall health, you could use a correlational design to help you achieve this. In this case, you might gather data on participants’ exercise habits, as well as records of their health indicators like blood pressure, heart rate, or body mass index. Thereafter, you’d use a statistical test to assess whether there’s a relationship between the two variables (exercise frequency and health).

As you can see, correlational research design is useful when you want to explore potential relationships between variables that cannot be manipulated or controlled for ethical, practical, or logistical reasons. It is particularly helpful in terms of developing predictions , and given that it doesn’t involve the manipulation of variables, it can be implemented at a large scale more easily than experimental designs (which will look at next).

That said, it’s important to keep in mind that correlational research design has limitations – most notably that it cannot be used to establish causality . In other words, correlation does not equal causation . To establish causality, you’ll need to move into the realm of experimental design, coming up next…

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Experimental Research Design

Experimental research design is used to determine if there is a causal relationship between two or more variables . With this type of research design, you, as the researcher, manipulate one variable (the independent variable) while controlling others (dependent variables). Doing so allows you to observe the effect of the former on the latter and draw conclusions about potential causality.

For example, if you wanted to measure if/how different types of fertiliser affect plant growth, you could set up several groups of plants, with each group receiving a different type of fertiliser, as well as one with no fertiliser at all. You could then measure how much each plant group grew (on average) over time and compare the results from the different groups to see which fertiliser was most effective.

Overall, experimental research design provides researchers with a powerful way to identify and measure causal relationships (and the direction of causality) between variables. However, developing a rigorous experimental design can be challenging as it’s not always easy to control all the variables in a study. This often results in smaller sample sizes , which can reduce the statistical power and generalisability of the results.

Moreover, experimental research design requires random assignment . This means that the researcher needs to assign participants to different groups or conditions in a way that each participant has an equal chance of being assigned to any group (note that this is not the same as random sampling ). Doing so helps reduce the potential for bias and confounding variables . This need for random assignment can lead to ethics-related issues . For example, withholding a potentially beneficial medical treatment from a control group may be considered unethical in certain situations.

Quasi-Experimental Research Design

Quasi-experimental research design is used when the research aims involve identifying causal relations , but one cannot (or doesn’t want to) randomly assign participants to different groups (for practical or ethical reasons). Instead, with a quasi-experimental research design, the researcher relies on existing groups or pre-existing conditions to form groups for comparison.

For example, if you were studying the effects of a new teaching method on student achievement in a particular school district, you may be unable to randomly assign students to either group and instead have to choose classes or schools that already use different teaching methods. This way, you still achieve separate groups, without having to assign participants to specific groups yourself.

Naturally, quasi-experimental research designs have limitations when compared to experimental designs. Given that participant assignment is not random, it’s more difficult to confidently establish causality between variables, and, as a researcher, you have less control over other variables that may impact findings.

All that said, quasi-experimental designs can still be valuable in research contexts where random assignment is not possible and can often be undertaken on a much larger scale than experimental research, thus increasing the statistical power of the results. What’s important is that you, as the researcher, understand the limitations of the design and conduct your quasi-experiment as rigorously as possible, paying careful attention to any potential confounding variables .

Research Design: Qualitative Studies

There are many different research design types when it comes to qualitative studies, but here we’ll narrow our focus to explore the “Big 4”. Specifically, we’ll look at phenomenological design, grounded theory design, ethnographic design, and case study design.

Phenomenological Research Design

Phenomenological design involves exploring the meaning of lived experiences and how they are perceived by individuals. This type of research design seeks to understand people’s perspectives , emotions, and behaviours in specific situations. Here, the aim for researchers is to uncover the essence of human experience without making any assumptions or imposing preconceived ideas on their subjects.

For example, you could adopt a phenomenological design to study why cancer survivors have such varied perceptions of their lives after overcoming their disease. This could be achieved by interviewing survivors and then analysing the data using a qualitative analysis method such as thematic analysis to identify commonalities and differences.

Phenomenological research design typically involves in-depth interviews or open-ended questionnaires to collect rich, detailed data about participants’ subjective experiences. This richness is one of the key strengths of phenomenological research design but, naturally, it also has limitations. These include potential biases in data collection and interpretation and the lack of generalisability of findings to broader populations.

Grounded Theory Research Design

Grounded theory (also referred to as “GT”) aims to develop theories by continuously and iteratively analysing and comparing data collected from a relatively large number of participants in a study. It takes an inductive (bottom-up) approach, with a focus on letting the data “speak for itself”, without being influenced by preexisting theories or the researcher’s preconceptions.

As an example, let’s assume your research aims involved understanding how people cope with chronic pain from a specific medical condition, with a view to developing a theory around this. In this case, grounded theory design would allow you to explore this concept thoroughly without preconceptions about what coping mechanisms might exist. You may find that some patients prefer cognitive-behavioural therapy (CBT) while others prefer to rely on herbal remedies. Based on multiple, iterative rounds of analysis, you could then develop a theory in this regard, derived directly from the data (as opposed to other preexisting theories and models).

Grounded theory typically involves collecting data through interviews or observations and then analysing it to identify patterns and themes that emerge from the data. These emerging ideas are then validated by collecting more data until a saturation point is reached (i.e., no new information can be squeezed from the data). From that base, a theory can then be developed .

As you can see, grounded theory is ideally suited to studies where the research aims involve theory generation , especially in under-researched areas. Keep in mind though that this type of research design can be quite time-intensive , given the need for multiple rounds of data collection and analysis.

Ethnographic Research Design

Ethnographic design involves observing and studying a culture-sharing group of people in their natural setting to gain insight into their behaviours, beliefs, and values. The focus here is on observing participants in their natural environment (as opposed to a controlled environment). This typically involves the researcher spending an extended period of time with the participants in their environment, carefully observing and taking field notes .

All of this is not to say that ethnographic research design relies purely on observation. On the contrary, this design typically also involves in-depth interviews to explore participants’ views, beliefs, etc. However, unobtrusive observation is a core component of the ethnographic approach.

As an example, an ethnographer may study how different communities celebrate traditional festivals or how individuals from different generations interact with technology differently. This may involve a lengthy period of observation, combined with in-depth interviews to further explore specific areas of interest that emerge as a result of the observations that the researcher has made.

As you can probably imagine, ethnographic research design has the ability to provide rich, contextually embedded insights into the socio-cultural dynamics of human behaviour within a natural, uncontrived setting. Naturally, however, it does come with its own set of challenges, including researcher bias (since the researcher can become quite immersed in the group), participant confidentiality and, predictably, ethical complexities . All of these need to be carefully managed if you choose to adopt this type of research design.

Case Study Design

With case study research design, you, as the researcher, investigate a single individual (or a single group of individuals) to gain an in-depth understanding of their experiences, behaviours or outcomes. Unlike other research designs that are aimed at larger sample sizes, case studies offer a deep dive into the specific circumstances surrounding a person, group of people, event or phenomenon, generally within a bounded setting or context .

As an example, a case study design could be used to explore the factors influencing the success of a specific small business. This would involve diving deeply into the organisation to explore and understand what makes it tick – from marketing to HR to finance. In terms of data collection, this could include interviews with staff and management, review of policy documents and financial statements, surveying customers, etc.

While the above example is focused squarely on one organisation, it’s worth noting that case study research designs can have different variation s, including single-case, multiple-case and longitudinal designs. As you can see in the example, a single-case design involves intensely examining a single entity to understand its unique characteristics and complexities. Conversely, in a multiple-case design , multiple cases are compared and contrasted to identify patterns and commonalities. Lastly, in a longitudinal case design , a single case or multiple cases are studied over an extended period of time to understand how factors develop over time.

As you can see, a case study research design is particularly useful where a deep and contextualised understanding of a specific phenomenon or issue is desired. However, this strength is also its weakness. In other words, you can’t generalise the findings from a case study to the broader population. So, keep this in mind if you’re considering going the case study route.

How To Choose A Research Design

Having worked through all of these potential research designs, you’d be forgiven for feeling a little overwhelmed and wondering, “ But how do I decide which research design to use? ”. While we could write an entire post covering that alone, here are a few factors to consider that will help you choose a suitable research design for your study.

Data type: The first determining factor is naturally the type of data you plan to be collecting – i.e., qualitative or quantitative. This may sound obvious, but we have to be clear about this – don’t try to use a quantitative research design on qualitative data (or vice versa)!

Research aim(s) and question(s): As with all methodological decisions, your research aim and research questions will heavily influence your research design. For example, if your research aims involve developing a theory from qualitative data, grounded theory would be a strong option. Similarly, if your research aims involve identifying and measuring relationships between variables, one of the experimental designs would likely be a better option.

Time: It’s essential that you consider any time constraints you have, as this will impact the type of research design you can choose. For example, if you’ve only got a month to complete your project, a lengthy design such as ethnography wouldn’t be a good fit.

Resources: Take into account the resources realistically available to you, as these need to factor into your research design choice. For example, if you require highly specialised lab equipment to execute an experimental design, you need to be sure that you’ll have access to that before you make a decision.

Keep in mind that when it comes to research, it’s important to manage your risks and play as conservatively as possible. If your entire project relies on you achieving a huge sample, having access to niche equipment or holding interviews with very difficult-to-reach participants, you’re creating risks that could kill your project. So, be sure to think through your choices carefully and make sure that you have backup plans for any existential risks. Remember that a relatively simple methodology executed well generally will typically earn better marks than a highly-complex methodology executed poorly.

Recap: Key Takeaways

We’ve covered a lot of ground here. Let’s recap by looking at the key takeaways:

• Research design refers to the overall plan, structure or strategy that guides a research project, from its conception to the final analysis of data.
• Research designs for quantitative studies include descriptive , correlational , experimental and quasi-experimenta l designs.
• Research designs for qualitative studies include phenomenological , grounded theory , ethnographic and case study designs.
• When choosing a research design, you need to consider a variety of factors, including the type of data you’ll be working with, your research aims and questions, your time and the resources available to you.

If you need a helping hand with your research design (or any other aspect of your research), check out our private coaching services .

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10 Comments

Is there any blog article explaining more on Case study research design? Is there a Case study write-up template? Thank you.

Thanks this was quite valuable to clarify such an important concept.

Thanks for this simplified explanations. it is quite very helpful.

This was really helpful. thanks

Thank you for your explanation. I think case study research design and the use of secondary data in researches needs to be talked about more in your videos and articles because there a lot of case studies research design tailored projects out there.

Please is there any template for a case study research design whose data type is a secondary data on your repository?

This post is very clear, comprehensive and has been very helpful to me. It has cleared the confusion I had in regard to research design and methodology.

This post is helpful, easy to understand, and deconstructs what a research design is. Thanks

how to cite this page

Thank you very much for the post. It is wonderful and has cleared many worries in my mind regarding research designs. I really appreciate .

how can I put this blog as my reference(APA style) in bibliography part?

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Research Methodology: Overview of Research Methodology

• Overview of Research Methodology
• General Encyclopedias on Research Methodology
• General Handbooks on Research Methodology
• Focus Groups
• Case Studies
• Cost Benefit Analysis
• Participatory Action Research
• Archival Research
• Data Analysis

Research Methods Overview

If you are planning to do research - whether you are doing a student research project,  IQP,  MQP, GPS project, thesis, or dissertation, you need to use valid approaches and tools to set up your study, gather your data, and make sense of your findings. This research methods guide will help you choose a methodology and launch into your research project. 

Data collection and data analysis are  research methods  that can be applied to many disciplines. There is Qualitative research and Quantitative Research. The focus of this guide, includes most popular methods including: 

focus groups

case studies

We are happy to answer questions about research methods and assist with choosing a method that is right for your research in person or online. below is a video on how to book a research consultation

"How-To": Booking a Research Consultation

" Research Data Management " by  Peter Neish  is marked with  CC0 1.0 .

Research Design vs Research Method

What is the difference between Research Design and Research Method?

Research design is a plan to answer your research question.  A research method is a strategy used to implement that plan.  Research design and methods are different but closely related, because good research design ensures that the data you obtain will help you answer your research question more effectively.

Which research method should I choose ?

It depends on your research goal.  It depends on what subjects (and who) you want to study.  Let's say you are interested in studying what makes people happy, or why some students are more conscious about recycling on campus.  To answer these questions, you need to make a decision about how to collect your data.  Most frequently used methods include:

• Observation / Participant Observation
• Experiments
• Secondary Data Analysis / Archival Study
• Mixed Methods (combination of some of the above)

One particular method could be better suited to your research goal than others, because the data you collect from different methods will be different in quality and quantity.   For instance, surveys are usually designed to produce relatively short answers, rather than the extensive responses expected in qualitative interviews.

What other factors should I consider when choosing one method over another?

Time for data collection and analysis is something you want to consider.  An observation or interview method, so-called qualitative approach, helps you collect richer information, but it takes time.  Using a survey helps you collect more data quickly, yet it may lack details.  So, you will need to consider the time you have for research and the balance between strengths and weaknesses associated with each method (e.g., qualitative vs. quantitative).

Research Data Management

Research Data Management (RDM) refers to how you are going to keep and share your data over longer time frame - like after you graduate. It is defined as the organization, documentation, storage, and  preservation  of the  data  resulting from the research process, where data can be broadly defined as the outcome of experiments or observations that validate research findings, and can take a variety of forms including numerical output ( quantitative data ),  qualitative data , documentation, images, audio, and video.

"Research Design"  by  George C Gordon Library  is licensed under  CC BY 4.0  / A derivative from the  original work

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Study designs: Part 1 – An overview and classification

Priya ranganathan.

Department of Anaesthesiology, Tata Memorial Centre, Mumbai, Maharashtra, India

Rakesh Aggarwal

1 Department of Gastroenterology, Sanjay Gandhi Postgraduate Institute of Medical Sciences, Lucknow, Uttar Pradesh, India

There are several types of research study designs, each with its inherent strengths and flaws. The study design used to answer a particular research question depends on the nature of the question and the availability of resources. In this article, which is the first part of a series on “study designs,” we provide an overview of research study designs and their classification. The subsequent articles will focus on individual designs.

INTRODUCTION

Research study design is a framework, or the set of methods and procedures used to collect and analyze data on variables specified in a particular research problem.

Research study designs are of many types, each with its advantages and limitations. The type of study design used to answer a particular research question is determined by the nature of question, the goal of research, and the availability of resources. Since the design of a study can affect the validity of its results, it is important to understand the different types of study designs and their strengths and limitations.

There are some terms that are used frequently while classifying study designs which are described in the following sections.

A variable represents a measurable attribute that varies across study units, for example, individual participants in a study, or at times even when measured in an individual person over time. Some examples of variables include age, sex, weight, height, health status, alive/dead, diseased/healthy, annual income, smoking yes/no, and treated/untreated.

Exposure (or intervention) and outcome variables

A large proportion of research studies assess the relationship between two variables. Here, the question is whether one variable is associated with or responsible for change in the value of the other variable. Exposure (or intervention) refers to the risk factor whose effect is being studied. It is also referred to as the independent or the predictor variable. The outcome (or predicted or dependent) variable develops as a consequence of the exposure (or intervention). Typically, the term “exposure” is used when the “causative” variable is naturally determined (as in observational studies – examples include age, sex, smoking, and educational status), and the term “intervention” is preferred where the researcher assigns some or all participants to receive a particular treatment for the purpose of the study (experimental studies – e.g., administration of a drug). If a drug had been started in some individuals but not in the others, before the study started, this counts as exposure, and not as intervention – since the drug was not started specifically for the study.

Observational versus interventional (or experimental) studies

Observational studies are those where the researcher is documenting a naturally occurring relationship between the exposure and the outcome that he/she is studying. The researcher does not do any active intervention in any individual, and the exposure has already been decided naturally or by some other factor. For example, looking at the incidence of lung cancer in smokers versus nonsmokers, or comparing the antenatal dietary habits of mothers with normal and low-birth babies. In these studies, the investigator did not play any role in determining the smoking or dietary habit in individuals.

For an exposure to determine the outcome, it must precede the latter. Any variable that occurs simultaneously with or following the outcome cannot be causative, and hence is not considered as an “exposure.”

Observational studies can be either descriptive (nonanalytical) or analytical (inferential) – this is discussed later in this article.

Interventional studies are experiments where the researcher actively performs an intervention in some or all members of a group of participants. This intervention could take many forms – for example, administration of a drug or vaccine, performance of a diagnostic or therapeutic procedure, and introduction of an educational tool. For example, a study could randomly assign persons to receive aspirin or placebo for a specific duration and assess the effect on the risk of developing cerebrovascular events.

Descriptive versus analytical studies

Descriptive (or nonanalytical) studies, as the name suggests, merely try to describe the data on one or more characteristics of a group of individuals. These do not try to answer questions or establish relationships between variables. Examples of descriptive studies include case reports, case series, and cross-sectional surveys (please note that cross-sectional surveys may be analytical studies as well – this will be discussed in the next article in this series). Examples of descriptive studies include a survey of dietary habits among pregnant women or a case series of patients with an unusual reaction to a drug.

Analytical studies attempt to test a hypothesis and establish causal relationships between variables. In these studies, the researcher assesses the effect of an exposure (or intervention) on an outcome. As described earlier, analytical studies can be observational (if the exposure is naturally determined) or interventional (if the researcher actively administers the intervention).

Directionality of study designs

Based on the direction of inquiry, study designs may be classified as forward-direction or backward-direction. In forward-direction studies, the researcher starts with determining the exposure to a risk factor and then assesses whether the outcome occurs at a future time point. This design is known as a cohort study. For example, a researcher can follow a group of smokers and a group of nonsmokers to determine the incidence of lung cancer in each. In backward-direction studies, the researcher begins by determining whether the outcome is present (cases vs. noncases [also called controls]) and then traces the presence of prior exposure to a risk factor. These are known as case–control studies. For example, a researcher identifies a group of normal-weight babies and a group of low-birth weight babies and then asks the mothers about their dietary habits during the index pregnancy.

Prospective versus retrospective study designs

The terms “prospective” and “retrospective” refer to the timing of the research in relation to the development of the outcome. In retrospective studies, the outcome of interest has already occurred (or not occurred – e.g., in controls) in each individual by the time s/he is enrolled, and the data are collected either from records or by asking participants to recall exposures. There is no follow-up of participants. By contrast, in prospective studies, the outcome (and sometimes even the exposure or intervention) has not occurred when the study starts and participants are followed up over a period of time to determine the occurrence of outcomes. Typically, most cohort studies are prospective studies (though there may be retrospective cohorts), whereas case–control studies are retrospective studies. An interventional study has to be, by definition, a prospective study since the investigator determines the exposure for each study participant and then follows them to observe outcomes.

The terms “prospective” versus “retrospective” studies can be confusing. Let us think of an investigator who starts a case–control study. To him/her, the process of enrolling cases and controls over a period of several months appears prospective. Hence, the use of these terms is best avoided. Or, at the very least, one must be clear that the terms relate to work flow for each individual study participant, and not to the study as a whole.

Classification of study designs

Figure 1 depicts a simple classification of research study designs. The Centre for Evidence-based Medicine has put forward a useful three-point algorithm which can help determine the design of a research study from its methods section:[ 1 ]

Classification of research study designs

• Does the study describe the characteristics of a sample or does it attempt to analyze (or draw inferences about) the relationship between two variables? – If no, then it is a descriptive study, and if yes, it is an analytical (inferential) study
• If analytical, did the investigator determine the exposure? – If no, it is an observational study, and if yes, it is an experimental study
• If observational, when was the outcome determined? – at the start of the study (case–control study), at the end of a period of follow-up (cohort study), or simultaneously (cross sectional).

In the next few pieces in the series, we will discuss various study designs in greater detail.

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Types of Research Designs Compared | Examples

Published on 5 May 2022 by Shona McCombes . Revised on 10 October 2022.

When you start planning a research project, developing research questions and creating a  research design , you will have to make various decisions about the type of research you want to do.

There are many ways to categorise different types of research. The words you use to describe your research depend on your discipline and field. In general, though, the form your research design takes will be shaped by:

• The type of knowledge you aim to produce
• The type of data you will collect and analyse
• The sampling methods , timescale, and location of the research

This article takes a look at some common distinctions made between different types of research and outlines the key differences between them.

Table of contents

Types of research aims, types of research data, types of sampling, timescale, and location.

The first thing to consider is what kind of knowledge your research aims to contribute.

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The next thing to consider is what type of data you will collect. Each kind of data is associated with a range of specific research methods and procedures.

Finally, you have to consider three closely related questions: How will you select the subjects or participants of the research? When and how often will you collect data from your subjects? And where will the research take place?

Choosing among all these different research types is part of the process of creating your research design , which determines exactly how the research will be conducted. But the type of research is only the first step: next, you have to make more concrete decisions about your research methods and the details of the study.

Read more about creating a research design

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The Difference Between Research Design & Research Method

Matthew lee.

A research method is a general framework guiding a research project. Different methods can be used to tackle different questions. Research design is a specific outline detailing how your chosen method will be applied to answer a particular research question.

Explore this article

• Research Methods
• Research Design
• Relationship

1 Research Methods

Research methods are generalized and established ways of approaching research questions (e.g., qualitative vs. quantitative methods). Not all methods can be applied to all research questions, so the choice of method is limited by the area of research that you wish to explore.

2 Research Design

Research design involves determining how your chosen method will be applied to answer your research question. The design of your study can be thought of as a blueprint detailing what will be done and how this will be accomplished. Key aspects of research design include: research methodology; participant/sample collection and assignment (if different conditions are being explored); and data collection procedures and instruments.

3 Relationship

Choice of research methods and design should be thought of as a reciprocal process extending well into your study. For example, it may arise over the course of your study that there is a flaw in the design. Changing the design of the study may lead to the choice (or addition) of a different method which, in turn, may lead to subsequent changes in the design to accommodate the new method(s).

• 1 Google Books: "Applied Social Research: Planning, Designing and Conducting Real-World Research", Ralph Hall

About the Author

Matthew Lee has been writing professionally since 2007. Past and current research projects have explored the effect of a diagnosis of breast cancer on lifestyle and mental health and adherence to lifestyle-based (i.e. nutrition and exercise) and drug therapy treatment programs. He holds a Master of Arts in psychology from Carleton University and is working toward his doctorate in health psychology.

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Methods of Research Design

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Introducing Research Designs

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We define research design as a combination of decisions within a research process. These decisions enable us to make a specific type of argument by answering the research question. It is the implementation plan for the research study that allows reaching the desired (type of) conclusion. Different research designs make it possible to draw different conclusions. These conclusions produce various kinds of intellectual contributions. As all kinds of intellectual contributions are necessary to increase the body of knowledge, no research design is inherently better than another, only more appropriate to answer a specific question.

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Difference Between Research Method and Research Methodology

The research methods are often confused with research methodology , which implies the scientific analysis of the research methods, so as to find a solution to the problem at hand. Hence, it seems apt to clarify the differences between research method and research methodology at this juncture, have a look.

Content: Research Method Vs Research Methodology

Comparison chart.

Definition of Research Method

Research method pertains to all those methods, which a researcher employs to undertake research process, to solve the given problem. The techniques and procedure, that are applied during the course of studying research problem are known as the research method. It encompasses both qualitative and quantitative method of performing research operations, such as survey, case study, interview, questionnaire, observation, etc.

These are the approaches, which help in collecting data and conducting research, in order to achieve specific objectives such as theory testing or development. All the instruments and behaviour, used at various levels of the research activity such as making observations, data collection, data processing, drawing inferences, decision making, etc. are included in it. Research methods are put into three categories:

• First Category : The methods relating to data collection are covered. Such methods are used when the existing data is not sufficient, to reach the solution.
• Second Category: Incorporates the processes of analysing data, i.e. to identify patterns and establish a relationship between data and unknowns.
• Third Category : Comprise of the methods which are used to check the accuracy of the results obtained.

Definition of Research Methodology

Research Methodology, as its name suggest is the study of methods, so as to solve the research problem. It is the science of learning the way research should be performed systematically. It refers to the rigorous analysis of the methods applied in the stream of research, to ensure that the conclusions drawn are valid, reliable and credible too.

The researcher takes an overview of various steps that are chosen by him in understanding the problem at hand, along with the logic behind the methods employed by the researcher during study. It also clarifies the reason for using a particular method or technique, and not others, so that the results obtained can be assessed either by the researcher himself or any other party.

Key Differences Between Research Method and Research Methodology

The differences between research method and research methodology can be drawn clearly on the following grounds:

• The research method is defined as the procedure or technique applied by the researcher to undertake research. On the other hand, research methodology is a system of methods, used scientifically for solving the research problem.
• The research method is nothing but the behaviour or tool, employed in selecting and building research technique. Conversely, research methodology implies the science of analysing, the manner in which research is conducted appropriately.
• The research method is concerned with carrying out experiment, test, surveys, interviews, etc. As against this, research methodology is concerned with learning various techniques which can be employed in the performance of experiment, test or survey.
• Research method covers various investigation techniques. Unlike, research methodology, which consists of complete approach aligned towards the attainment of purpose.
• Research method intends to discover the solution to the problem at hand. In contrast, research methodology aspires to apply appropriate procedures, with a view to ascertaining solutions.

The scope of research methodology is wider than that of research method, as the latter is the part of the former. For understanding the research problem thoroughly, the researcher should know the research methodology along with the methods.

In a nutshell, research method refers to the technique which can be adopted to explore the nature of the world that surrounds us. On the contrary, research methodology is the foundation, which helps us to understand the determinants influencing the effectiveness of the methods applied.

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Science and the scientific method: Definitions and examples

Here's a look at the foundation of doing science — the scientific method.

The scientific method

Hypothesis, theory and law, a brief history of science, additional resources, bibliography.

Science is a systematic and logical approach to discovering how things in the universe work. It is also the body of knowledge accumulated through the discoveries about all the things in the universe. 

The word "science" is derived from the Latin word "scientia," which means knowledge based on demonstrable and reproducible data, according to the Merriam-Webster dictionary . True to this definition, science aims for measurable results through testing and analysis, a process known as the scientific method. Science is based on fact, not opinion or preferences. The process of science is designed to challenge ideas through research. One important aspect of the scientific process is that it focuses only on the natural world, according to the University of California, Berkeley . Anything that is considered supernatural, or beyond physical reality, does not fit into the definition of science.

When conducting research, scientists use the scientific method to collect measurable, empirical evidence in an experiment related to a hypothesis (often in the form of an if/then statement) that is designed to support or contradict a scientific theory .

"As a field biologist, my favorite part of the scientific method is being in the field collecting the data," Jaime Tanner, a professor of biology at Marlboro College, told Live Science. "But what really makes that fun is knowing that you are trying to answer an interesting question. So the first step in identifying questions and generating possible answers (hypotheses) is also very important and is a creative process. Then once you collect the data you analyze it to see if your hypothesis is supported or not."

The steps of the scientific method go something like this, according to Highline College :

• Make an observation or observations.
• Form a hypothesis — a tentative description of what's been observed, and make predictions based on that hypothesis.
• Test the hypothesis and predictions in an experiment that can be reproduced.
• Analyze the data and draw conclusions; accept or reject the hypothesis or modify the hypothesis if necessary.
• Reproduce the experiment until there are no discrepancies between observations and theory. "Replication of methods and results is my favorite step in the scientific method," Moshe Pritsker, a former post-doctoral researcher at Harvard Medical School and CEO of JoVE, told Live Science. "The reproducibility of published experiments is the foundation of science. No reproducibility — no science."

Some key underpinnings to the scientific method:

• The hypothesis must be testable and falsifiable, according to North Carolina State University . Falsifiable means that there must be a possible negative answer to the hypothesis.
• Research must involve deductive reasoning and inductive reasoning . Deductive reasoning is the process of using true premises to reach a logical true conclusion while inductive reasoning uses observations to infer an explanation for those observations.
• An experiment should include a dependent variable (which does not change) and an independent variable (which does change), according to the University of California, Santa Barbara .
• An experiment should include an experimental group and a control group. The control group is what the experimental group is compared against, according to Britannica .

The process of generating and testing a hypothesis forms the backbone of the scientific method. When an idea has been confirmed over many experiments, it can be called a scientific theory. While a theory provides an explanation for a phenomenon, a scientific law provides a description of a phenomenon, according to The University of Waikato . One example would be the law of conservation of energy, which is the first law of thermodynamics that says that energy can neither be created nor destroyed. 

A law describes an observed phenomenon, but it doesn't explain why the phenomenon exists or what causes it. "In science, laws are a starting place," said Peter Coppinger, an associate professor of biology and biomedical engineering at the Rose-Hulman Institute of Technology. "From there, scientists can then ask the questions, 'Why and how?'"

Laws are generally considered to be without exception, though some laws have been modified over time after further testing found discrepancies. For instance, Newton's laws of motion describe everything we've observed in the macroscopic world, but they break down at the subatomic level.

This does not mean theories are not meaningful. For a hypothesis to become a theory, scientists must conduct rigorous testing, typically across multiple disciplines by separate groups of scientists. Saying something is "just a theory" confuses the scientific definition of "theory" with the layperson's definition. To most people a theory is a hunch. In science, a theory is the framework for observations and facts, Tanner told Live Science.

The earliest evidence of science can be found as far back as records exist. Early tablets contain numerals and information about the solar system , which were derived by using careful observation, prediction and testing of those predictions. Science became decidedly more "scientific" over time, however.

1200s: Robert Grosseteste developed the framework for the proper methods of modern scientific experimentation, according to the Stanford Encyclopedia of Philosophy. His works included the principle that an inquiry must be based on measurable evidence that is confirmed through testing.

1400s: Leonardo da Vinci began his notebooks in pursuit of evidence that the human body is microcosmic. The artist, scientist and mathematician also gathered information about optics and hydrodynamics.

1500s: Nicolaus Copernicus advanced the understanding of the solar system with his discovery of heliocentrism. This is a model in which Earth and the other planets revolve around the sun, which is the center of the solar system.

1600s: Johannes Kepler built upon those observations with his laws of planetary motion. Galileo Galilei improved on a new invention, the telescope, and used it to study the sun and planets. The 1600s also saw advancements in the study of physics as Isaac Newton developed his laws of motion.

1700s: Benjamin Franklin discovered that lightning is electrical. He also contributed to the study of oceanography and meteorology. The understanding of chemistry also evolved during this century as Antoine Lavoisier, dubbed the father of modern chemistry , developed the law of conservation of mass.

1800s: Milestones included Alessandro Volta's discoveries regarding electrochemical series, which led to the invention of the battery. John Dalton also introduced atomic theory, which stated that all matter is composed of atoms that combine to form molecules. The basis of modern study of genetics advanced as Gregor Mendel unveiled his laws of inheritance. Later in the century, Wilhelm Conrad Röntgen discovered X-rays , while George Ohm's law provided the basis for understanding how to harness electrical charges.

1900s: The discoveries of Albert Einstein , who is best known for his theory of relativity, dominated the beginning of the 20th century. Einstein's theory of relativity is actually two separate theories. His special theory of relativity, which he outlined in a 1905 paper, " The Electrodynamics of Moving Bodies ," concluded that time must change according to the speed of a moving object relative to the frame of reference of an observer. His second theory of general relativity, which he published as " The Foundation of the General Theory of Relativity ," advanced the idea that matter causes space to curve.

In 1952, Jonas Salk developed the polio vaccine , which reduced the incidence of polio in the United States by nearly 90%, according to Britannica . The following year, James D. Watson and Francis Crick discovered the structure of DNA , which is a double helix formed by base pairs attached to a sugar-phosphate backbone, according to the National Human Genome Research Institute .

2000s: The 21st century saw the first draft of the human genome completed, leading to a greater understanding of DNA. This advanced the study of genetics, its role in human biology and its use as a predictor of diseases and other disorders, according to the National Human Genome Research Institute .

• This video from City University of New York delves into the basics of what defines science.
• Learn about what makes science science in this book excerpt from Washington State University .
• This resource from the University of Michigan — Flint explains how to design your own scientific study.

Merriam-Webster Dictionary, Scientia. 2022. https://www.merriam-webster.com/dictionary/scientia

University of California, Berkeley, "Understanding Science: An Overview." 2022. ​​ https://undsci.berkeley.edu/article/0_0_0/intro_01  

Highline College, "Scientific method." July 12, 2015. https://people.highline.edu/iglozman/classes/astronotes/scimeth.htm  

North Carolina State University, "Science Scripts." https://projects.ncsu.edu/project/bio183de/Black/science/science_scripts.html  

University of California, Santa Barbara. "What is an Independent variable?" October 31,2017. http://scienceline.ucsb.edu/getkey.php?key=6045  

Encyclopedia Britannica, "Control group." May 14, 2020. https://www.britannica.com/science/control-group  

The University of Waikato, "Scientific Hypothesis, Theories and Laws." https://sci.waikato.ac.nz/evolution/Theories.shtml  

Stanford Encyclopedia of Philosophy, Robert Grosseteste. May 3, 2019. https://plato.stanford.edu/entries/grosseteste/  

Encyclopedia Britannica, "Jonas Salk." October 21, 2021. https://www.britannica.com/ biography /Jonas-Salk

National Human Genome Research Institute, "​Phosphate Backbone." https://www.genome.gov/genetics-glossary/Phosphate-Backbone  

National Human Genome Research Institute, "What is the Human Genome Project?" https://www.genome.gov/human-genome-project/What  

‌ Live Science contributor Ashley Hamer updated this article on Jan. 16, 2022.

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Independent and Dependent Variables

Saul Mcleod, PhD

Editor-in-Chief for Simply Psychology

BSc (Hons) Psychology, MRes, PhD, University of Manchester

Saul Mcleod, PhD., is a qualified psychology teacher with over 18 years of experience in further and higher education. He has been published in peer-reviewed journals, including the Journal of Clinical Psychology.

Learn about our Editorial Process

Olivia Guy-Evans, MSc

Associate Editor for Simply Psychology

BSc (Hons) Psychology, MSc Psychology of Education

Olivia Guy-Evans is a writer and associate editor for Simply Psychology. She has previously worked in healthcare and educational sectors.

On This Page:

In research, a variable is any characteristic, number, or quantity that can be measured or counted in experimental investigations . One is called the dependent variable, and the other is the independent variable.

In research, the independent variable is manipulated to observe its effect, while the dependent variable is the measured outcome. Essentially, the independent variable is the presumed cause, and the dependent variable is the observed effect.

Variables provide the foundation for examining relationships, drawing conclusions, and making predictions in research studies.

Independent Variable

In psychology, the independent variable is the variable the experimenter manipulates or changes and is assumed to directly affect the dependent variable.

It’s considered the cause or factor that drives change, allowing psychologists to observe how it influences behavior, emotions, or other dependent variables in an experimental setting. Essentially, it’s the presumed cause in cause-and-effect relationships being studied.

For example, allocating participants to drug or placebo conditions (independent variable) to measure any changes in the intensity of their anxiety (dependent variable).

In a well-designed experimental study , the independent variable is the only important difference between the experimental (e.g., treatment) and control (e.g., placebo) groups.

By changing the independent variable and holding other factors constant, psychologists aim to determine if it causes a change in another variable, called the dependent variable.

For example, in a study investigating the effects of sleep on memory, the amount of sleep (e.g., 4 hours, 8 hours, 12 hours) would be the independent variable, as the researcher might manipulate or categorize it to see its impact on memory recall, which would be the dependent variable.

Dependent Variable

In psychology, the dependent variable is the variable being tested and measured in an experiment and is “dependent” on the independent variable.

In psychology, a dependent variable represents the outcome or results and can change based on the manipulations of the independent variable. Essentially, it’s the presumed effect in a cause-and-effect relationship being studied.

An example of a dependent variable is depression symptoms, which depend on the independent variable (type of therapy).

In an experiment, the researcher looks for the possible effect on the dependent variable that might be caused by changing the independent variable.

For instance, in a study examining the effects of a new study technique on exam performance, the technique would be the independent variable (as it is being introduced or manipulated), while the exam scores would be the dependent variable (as they represent the outcome of interest that’s being measured).

Examples in Research Studies

For example, we might change the type of information (e.g., organized or random) given to participants to see how this might affect the amount of information remembered.

In this example, the type of information is the independent variable (because it changes), and the amount of information remembered is the dependent variable (because this is being measured).

For the following hypotheses, name the IV and the DV.

1. Lack of sleep significantly affects learning in 10-year-old boys.

IV……………………………………………………

DV…………………………………………………..

2. Social class has a significant effect on IQ scores.

DV……………………………………………….…

3. Stressful experiences significantly increase the likelihood of headaches.

4. Time of day has a significant effect on alertness.

Operationalizing Variables

To ensure cause and effect are established, it is important that we identify exactly how the independent and dependent variables will be measured; this is known as operationalizing the variables.

Operational variables (or operationalizing definitions) refer to how you will define and measure a specific variable as it is used in your study. This enables another psychologist to replicate your research and is essential in establishing reliability (achieving consistency in the results).

For example, if we are concerned with the effect of media violence on aggression, then we need to be very clear about what we mean by the different terms. In this case, we must state what we mean by the terms “media violence” and “aggression” as we will study them.

Therefore, you could state that “media violence” is operationally defined (in your experiment) as ‘exposure to a 15-minute film showing scenes of physical assault’; “aggression” is operationally defined as ‘levels of electrical shocks administered to a second ‘participant’ in another room.

In another example, the hypothesis “Young participants will have significantly better memories than older participants” is not operationalized. How do we define “young,” “old,” or “memory”? “Participants aged between 16 – 30 will recall significantly more nouns from a list of twenty than participants aged between 55 – 70” is operationalized.

The key point here is that we have clarified what we mean by the terms as they were studied and measured in our experiment.

If we didn’t do this, it would be very difficult (if not impossible) to compare the findings of different studies to the same behavior.

Operationalization has the advantage of generally providing a clear and objective definition of even complex variables. It also makes it easier for other researchers to replicate a study and check for reliability .

For the following hypotheses, name the IV and the DV and operationalize both variables.

1. Women are more attracted to men without earrings than men with earrings.

I.V._____________________________________________________________

D.V. ____________________________________________________________

Operational definitions:

I.V. ____________________________________________________________

2. People learn more when they study in a quiet versus noisy place.

I.V. _________________________________________________________

D.V. ___________________________________________________________

3. People who exercise regularly sleep better at night.

Can there be more than one independent or dependent variable in a study?

Yes, it is possible to have more than one independent or dependent variable in a study.

In some studies, researchers may want to explore how multiple factors affect the outcome, so they include more than one independent variable.

Similarly, they may measure multiple things to see how they are influenced, resulting in multiple dependent variables. This allows for a more comprehensive understanding of the topic being studied.

What are some ethical considerations related to independent and dependent variables?

Ethical considerations related to independent and dependent variables involve treating participants fairly and protecting their rights.

Researchers must ensure that participants provide informed consent and that their privacy and confidentiality are respected. Additionally, it is important to avoid manipulating independent variables in ways that could cause harm or discomfort to participants.

Researchers should also consider the potential impact of their study on vulnerable populations and ensure that their methods are unbiased and free from discrimination.

Ethical guidelines help ensure that research is conducted responsibly and with respect for the well-being of the participants involved.

Can qualitative data have independent and dependent variables?

Yes, both quantitative and qualitative data can have independent and dependent variables.

In quantitative research, independent variables are usually measured numerically and manipulated to understand their impact on the dependent variable. In qualitative research, independent variables can be qualitative in nature, such as individual experiences, cultural factors, or social contexts, influencing the phenomenon of interest.

The dependent variable, in both cases, is what is being observed or studied to see how it changes in response to the independent variable.

So, regardless of the type of data, researchers analyze the relationship between independent and dependent variables to gain insights into their research questions.

Can the same variable be independent in one study and dependent in another?

Yes, the same variable can be independent in one study and dependent in another.

The classification of a variable as independent or dependent depends on how it is used within a specific study. In one study, a variable might be manipulated or controlled to see its effect on another variable, making it independent.

However, in a different study, that same variable might be the one being measured or observed to understand its relationship with another variable, making it dependent.

The role of a variable as independent or dependent can vary depending on the research question and study design.

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Home » ANOVA (Analysis of variance) – Formulas, Types, and Examples

ANOVA (Analysis of variance) – Formulas, Types, and Examples

Table of Contents

Analysis of Variance (ANOVA)

Analysis of Variance (ANOVA) is a statistical method used to test differences between two or more means. It is similar to the t-test, but the t-test is generally used for comparing two means, while ANOVA is used when you have more than two means to compare.

ANOVA is based on comparing the variance (or variation) between the data samples to the variation within each particular sample. If the between-group variance is high and the within-group variance is low, this provides evidence that the means of the groups are significantly different.

ANOVA Terminology

When discussing ANOVA, there are several key terms to understand:

• Factor : This is another term for the independent variable in your analysis. In a one-way ANOVA, there is one factor, while in a two-way ANOVA, there are two factors.
• Levels : These are the different groups or categories within a factor. For example, if the factor is ‘diet’ the levels might be ‘low fat’, ‘medium fat’, and ‘high fat’.
• Response Variable : This is the dependent variable or the outcome that you are measuring.
• Within-group Variance : This is the variance or spread of scores within each level of your factor.
• Between-group Variance : This is the variance or spread of scores between the different levels of your factor.
• Grand Mean : This is the overall mean when you consider all the data together, regardless of the factor level.
• Treatment Sums of Squares (SS) : This represents the between-group variability. It is the sum of the squared differences between the group means and the grand mean.
• Error Sums of Squares (SS) : This represents the within-group variability. It’s the sum of the squared differences between each observation and its group mean.
• Total Sums of Squares (SS) : This is the sum of the Treatment SS and the Error SS. It represents the total variability in the data.
• Degrees of Freedom (df) : The degrees of freedom are the number of values that have the freedom to vary when computing a statistic. For example, if you have ‘n’ observations in one group, then the degrees of freedom for that group is ‘n-1’.
• Mean Square (MS) : Mean Square is the average squared deviation and is calculated by dividing the sum of squares by the corresponding degrees of freedom.
• F-Ratio : This is the test statistic for ANOVAs, and it’s the ratio of the between-group variance to the within-group variance. If the between-group variance is significantly larger than the within-group variance, the F-ratio will be large and likely significant.
• Null Hypothesis (H0) : This is the hypothesis that there is no difference between the group means.
• Alternative Hypothesis (H1) : This is the hypothesis that there is a difference between at least two of the group means.
• p-value : This is the probability of obtaining a test statistic as extreme as the one that was actually observed, assuming that the null hypothesis is true. If the p-value is less than the significance level (usually 0.05), then the null hypothesis is rejected in favor of the alternative hypothesis.
• Post-hoc tests : These are follow-up tests conducted after an ANOVA when the null hypothesis is rejected, to determine which specific groups’ means (levels) are different from each other. Examples include Tukey’s HSD, Scheffe, Bonferroni, among others.

Types of ANOVA

Types of ANOVA are as follows:

One-way (or one-factor) ANOVA

This is the simplest type of ANOVA, which involves one independent variable . For example, comparing the effect of different types of diet (vegetarian, pescatarian, omnivore) on cholesterol level.

Two-way (or two-factor) ANOVA

This involves two independent variables. This allows for testing the effect of each independent variable on the dependent variable , as well as testing if there’s an interaction effect between the independent variables on the dependent variable.

Repeated Measures ANOVA

This is used when the same subjects are measured multiple times under different conditions, or at different points in time. This type of ANOVA is often used in longitudinal studies.

Mixed Design ANOVA

This combines features of both between-subjects (independent groups) and within-subjects (repeated measures) designs. In this model, one factor is a between-subjects variable and the other is a within-subjects variable.

Multivariate Analysis of Variance (MANOVA)

This is used when there are two or more dependent variables. It tests whether changes in the independent variable(s) correspond to changes in the dependent variables.

Analysis of Covariance (ANCOVA)

This combines ANOVA and regression. ANCOVA tests whether certain factors have an effect on the outcome variable after removing the variance for which quantitative covariates (interval variables) account. This allows the comparison of one variable outcome between groups, while statistically controlling for the effect of other continuous variables that are not of primary interest.

Nested ANOVA

This model is used when the groups can be clustered into categories. For example, if you were comparing students’ performance from different classrooms and different schools, “classroom” could be nested within “school.”

ANOVA Formulas

ANOVA Formulas are as follows:

Sum of Squares Total (SST)

This represents the total variability in the data. It is the sum of the squared differences between each observation and the overall mean.

• yi represents each individual data point
• y_mean represents the grand mean (mean of all observations)

Sum of Squares Within (SSW)

This represents the variability within each group or factor level. It is the sum of the squared differences between each observation and its group mean.

• yij represents each individual data point within a group
• y_meani represents the mean of the ith group

Sum of Squares Between (SSB)

This represents the variability between the groups. It is the sum of the squared differences between the group means and the grand mean, multiplied by the number of observations in each group.

• ni represents the number of observations in each group
• y_mean represents the grand mean

Degrees of Freedom

The degrees of freedom are the number of values that have the freedom to vary when calculating a statistic.

For within groups (dfW):

For between groups (dfB):

For total (dfT):

• N represents the total number of observations
• k represents the number of groups

Mean Squares

Mean squares are the sum of squares divided by the respective degrees of freedom.

Mean Squares Between (MSB):

Mean Squares Within (MSW):

F-Statistic

The F-statistic is used to test whether the variability between the groups is significantly greater than the variability within the groups.

If the F-statistic is significantly higher than what would be expected by chance, we reject the null hypothesis that all group means are equal.

Examples of ANOVA

Examples 1:

Suppose a psychologist wants to test the effect of three different types of exercise (yoga, aerobic exercise, and weight training) on stress reduction. The dependent variable is the stress level, which can be measured using a stress rating scale.

Here are hypothetical stress ratings for a group of participants after they followed each of the exercise regimes for a period:

• Yoga: [3, 2, 2, 1, 2, 2, 3, 2, 1, 2]
• Aerobic Exercise: [2, 3, 3, 2, 3, 2, 3, 3, 2, 2]
• Weight Training: [4, 4, 5, 5, 4, 5, 4, 5, 4, 5]

The psychologist wants to determine if there is a statistically significant difference in stress levels between these different types of exercise.

To conduct the ANOVA:

1. State the hypotheses:

• Null Hypothesis (H0): There is no difference in mean stress levels between the three types of exercise.
• Alternative Hypothesis (H1): There is a difference in mean stress levels between at least two of the types of exercise.

2. Calculate the ANOVA statistics:

• Compute the Sum of Squares Between (SSB), Sum of Squares Within (SSW), and Sum of Squares Total (SST).
• Calculate the Degrees of Freedom (dfB, dfW, dfT).
• Calculate the Mean Squares Between (MSB) and Mean Squares Within (MSW).
• Compute the F-statistic (F = MSB / MSW).

3. Check the p-value associated with the calculated F-statistic.

• If the p-value is less than the chosen significance level (often 0.05), then we reject the null hypothesis in favor of the alternative hypothesis. This suggests there is a statistically significant difference in mean stress levels between the three exercise types.

4. Post-hoc tests

• If we reject the null hypothesis, we conduct a post-hoc test to determine which specific groups’ means (exercise types) are different from each other.

Examples 2:

Suppose an agricultural scientist wants to compare the yield of three varieties of wheat. The scientist randomly selects four fields for each variety and plants them. After harvest, the yield from each field is measured in bushels. Here are the hypothetical yields:

The scientist wants to know if the differences in yields are due to the different varieties or just random variation.

Here’s how to apply the one-way ANOVA to this situation:

• Null Hypothesis (H0): The means of the three populations are equal.
• Alternative Hypothesis (H1): At least one population mean is different.
• Calculate the Degrees of Freedom (dfB for between groups, dfW for within groups, dfT for total).
• If the p-value is less than the chosen significance level (often 0.05), then we reject the null hypothesis in favor of the alternative hypothesis. This would suggest there is a statistically significant difference in mean yields among the three varieties.
• If we reject the null hypothesis, we conduct a post-hoc test to determine which specific groups’ means (wheat varieties) are different from each other.

How to Conduct ANOVA

Conducting an Analysis of Variance (ANOVA) involves several steps. Here’s a general guideline on how to perform it:

• Null Hypothesis (H0): The means of all groups are equal.
• Alternative Hypothesis (H1): At least one group mean is different from the others.
• The significance level (often denoted as α) is usually set at 0.05. This implies that you are willing to accept a 5% chance that you are wrong in rejecting the null hypothesis.
• Data should be collected for each group under study. Make sure that the data meet the assumptions of an ANOVA: normality, independence, and homogeneity of variances.
• Calculate the Degrees of Freedom (df) for each sum of squares (dfB, dfW, dfT).
• Compute the Mean Squares Between (MSB) and Mean Squares Within (MSW) by dividing the sum of squares by the corresponding degrees of freedom.
• Compute the F-statistic as the ratio of MSB to MSW.
• Determine the critical F-value from the F-distribution table using dfB and dfW.
• If the calculated F-statistic is greater than the critical F-value, reject the null hypothesis.
• If the p-value associated with the calculated F-statistic is smaller than the significance level (0.05 typically), you reject the null hypothesis.
• If you rejected the null hypothesis, you can conduct post-hoc tests (like Tukey’s HSD) to determine which specific groups’ means (if you have more than two groups) are different from each other.
• Regardless of the result, report your findings in a clear, understandable manner. This typically includes reporting the test statistic, p-value, and whether the null hypothesis was rejected.

When to use ANOVA

ANOVA (Analysis of Variance) is used when you have three or more groups and you want to compare their means to see if they are significantly different from each other. It is a statistical method that is used in a variety of research scenarios. Here are some examples of when you might use ANOVA:

• Comparing Groups : If you want to compare the performance of more than two groups, for example, testing the effectiveness of different teaching methods on student performance.
• Evaluating Interactions : In a two-way or factorial ANOVA, you can test for an interaction effect. This means you are not only interested in the effect of each individual factor, but also whether the effect of one factor depends on the level of another factor.
• Repeated Measures : If you have measured the same subjects under different conditions or at different time points, you can use repeated measures ANOVA to compare the means of these repeated measures while accounting for the correlation between measures from the same subject.
• Experimental Designs : ANOVA is often used in experimental research designs when subjects are randomly assigned to different conditions and the goal is to compare the means of the conditions.

Here are the assumptions that must be met to use ANOVA:

• Normality : The data should be approximately normally distributed.
• Homogeneity of Variances : The variances of the groups you are comparing should be roughly equal. This assumption can be tested using Levene’s test or Bartlett’s test.
• Independence : The observations should be independent of each other. This assumption is met if the data is collected appropriately with no related groups (e.g., twins, matched pairs, repeated measures).

Applications of ANOVA

The Analysis of Variance (ANOVA) is a powerful statistical technique that is used widely across various fields and industries. Here are some of its key applications:

Agriculture

ANOVA is commonly used in agricultural research to compare the effectiveness of different types of fertilizers, crop varieties, or farming methods. For example, an agricultural researcher could use ANOVA to determine if there are significant differences in the yields of several varieties of wheat under the same conditions.

Manufacturing and Quality Control

ANOVA is used to determine if different manufacturing processes or machines produce different levels of product quality. For instance, an engineer might use it to test whether there are differences in the strength of a product based on the machine that produced it.

Marketing Research

Marketers often use ANOVA to test the effectiveness of different advertising strategies. For example, a marketer could use ANOVA to determine whether different marketing messages have a significant impact on consumer purchase intentions.

Healthcare and Medicine

In medical research, ANOVA can be used to compare the effectiveness of different treatments or drugs. For example, a medical researcher could use ANOVA to test whether there are significant differences in recovery times for patients who receive different types of therapy.

ANOVA is used in educational research to compare the effectiveness of different teaching methods or educational interventions. For example, an educator could use it to test whether students perform significantly differently when taught with different teaching methods.

Psychology and Social Sciences

Psychologists and social scientists use ANOVA to compare group means on various psychological and social variables. For example, a psychologist could use it to determine if there are significant differences in stress levels among individuals in different occupations.

Biology and Environmental Sciences

Biologists and environmental scientists use ANOVA to compare different biological and environmental conditions. For example, an environmental scientist could use it to determine if there are significant differences in the levels of a pollutant in different bodies of water.

Advantages of ANOVA

Here are some advantages of using ANOVA:

Comparing Multiple Groups: One of the key advantages of ANOVA is the ability to compare the means of three or more groups. This makes it more powerful and flexible than the t-test, which is limited to comparing only two groups.

Control of Type I Error: When comparing multiple groups, the chances of making a Type I error (false positive) increases. One of the strengths of ANOVA is that it controls the Type I error rate across all comparisons. This is in contrast to performing multiple pairwise t-tests which can inflate the Type I error rate.

Testing Interactions: In factorial ANOVA, you can test not only the main effect of each factor, but also the interaction effect between factors. This can provide valuable insights into how different factors or variables interact with each other.

Handling Continuous and Categorical Variables: ANOVA can handle both continuous and categorical variables . The dependent variable is continuous and the independent variables are categorical.

Robustness: ANOVA is considered robust to violations of normality assumption when group sizes are equal. This means that even if your data do not perfectly meet the normality assumption, you might still get valid results.

Provides Detailed Analysis: ANOVA provides a detailed breakdown of variances and interactions between variables which can be useful in understanding the underlying factors affecting the outcome.

Capability to Handle Complex Experimental Designs: Advanced types of ANOVA (like repeated measures ANOVA, MANOVA, etc.) can handle more complex experimental designs, including those where measurements are taken on the same subjects over time, or when you want to analyze multiple dependent variables at once.

Disadvantages of ANOVA

Some limitations or disadvantages that are important to consider:

Assumptions: ANOVA relies on several assumptions including normality (the data follows a normal distribution), independence (the observations are independent of each other), and homogeneity of variances (the variances of the groups are roughly equal). If these assumptions are violated, the results of the ANOVA may not be valid.

Sensitivity to Outliers: ANOVA can be sensitive to outliers. A single extreme value in one group can affect the sum of squares and consequently influence the F-statistic and the overall result of the test.

Dichotomous Variables: ANOVA is not suitable for dichotomous variables (variables that can take only two values, like yes/no or male/female). It is used to compare the means of groups for a continuous dependent variable.

Lack of Specificity: Although ANOVA can tell you that there is a significant difference between groups, it doesn’t tell you which specific groups are significantly different from each other. You need to carry out further post-hoc tests (like Tukey’s HSD or Bonferroni) for these pairwise comparisons.

Complexity with Multiple Factors: When dealing with multiple factors and interactions in factorial ANOVA, interpretation can become complex. The presence of interaction effects can make main effects difficult to interpret.

Requires Larger Sample Sizes: To detect an effect of a certain size, ANOVA generally requires larger sample sizes than a t-test.

Equal Group Sizes: While not always a strict requirement, ANOVA is most powerful and its assumptions are most likely to be met when groups are of equal or similar sizes.

About the author

Muhammad Hassan

Researcher, Academic Writer, Web developer

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Qualitative vs. quantitative data in research: what's the difference?

If you're reading this, you likely already know the importance of data analysis. And you already know it can be incredibly complex.

At its simplest, research and it's data can be broken down into two different categories: quantitative and qualitative. But what's the difference between each? And when should you use them? And how can you use them together?

Understanding the differences between qualitative and quantitative data is key to any research project. Knowing both approaches can help you in understanding your data better—and ultimately understand your customers better. Quick takeaways:

Quantitative research uses objective, numerical data to answer questions like "what" and "how often." Conversely, qualitative research seeks to answer questions like "why" and "how," focusing on subjective experiences to understand motivations and reasons.

Quantitative data is collected through methods like surveys and experiments and analyzed statistically to identify patterns. Qualitative data is gathered through interviews or observations and analyzed by categorizing information to understand themes and insights.

Effective data analysis combines quantitative data for measurable insights with qualitative data for contextual depth.

What is quantitative data?

Qualitative and quantitative data differ in their approach and the type of data they collect.

Quantitative data refers to any information that can be quantified — that is, numbers. If it can be counted or measured, and given a numerical value, it's quantitative in nature. Think of it as a measuring stick.

Quantitative variables can tell you "how many," "how much," or "how often."

Some examples of quantitative data :  

How many people attended last week's webinar? 

How much revenue did our company make last year? 

How often does a customer rage click on this app?

To analyze these research questions and make sense of this quantitative data, you’d normally use a form of statistical analysis —collecting, evaluating, and presenting large amounts of data to discover patterns and trends. Quantitative data is conducive to this type of analysis because it’s numeric and easier to analyze mathematically.

Computers now rule statistical analytics, even though traditional methods have been used for years. But today’s data volumes make statistics more valuable and useful than ever. When you think of statistical analysis now, you think of powerful computers and algorithms that fuel many of the software tools you use today.

Popular quantitative data collection methods are surveys, experiments, polls, and more.

Quantitative Data 101: What is quantitative data?

Take a deeper dive into what quantitative data is, how it works, how to analyze it, collect it, use it, and more.

Learn more about quantitative data →

What is qualitative data?

Unlike quantitative data, qualitative data is descriptive, expressed in terms of language rather than numerical values.

Qualitative data analysis describes information and cannot be measured or counted. It refers to the words or labels used to describe certain characteristics or traits.

You would turn to qualitative data to answer the "why?" or "how?" questions. It is often used to investigate open-ended studies, allowing participants (or customers) to show their true feelings and actions without guidance.

Some examples of qualitative data:

Why do people prefer using one product over another?

How do customers feel about their customer service experience?

What do people think about a new feature in the app?

Think of qualitative data as the type of data you'd get if you were to ask someone why they did something. Popular data collection methods are in-depth interviews, focus groups, or observation.

Start growing with data and Fullstory.

Request your personalized demo of the Fullstory behavioral data platform.

What are the differences between qualitative vs. quantitative data?

When it comes to conducting data research, you’ll need different collection, hypotheses and analysis methods, so it’s important to understand the key differences between quantitative and qualitative data:

Quantitative data is numbers-based, countable, or measurable. Qualitative data is interpretation-based, descriptive, and relating to language.

Quantitative data tells us how many, how much, or how often in calculations. Qualitative data can help us to understand why, how, or what happened behind certain behaviors .

Quantitative data is fixed and universal. Qualitative data is subjective and unique.

Quantitative research methods are measuring and counting. Qualitative research methods are interviewing and observing.

Quantitative data is analyzed using statistical analysis. Qualitative data is analyzed by grouping the data into categories and themes.

As you can see, both provide immense value for any data collection and are key to truly finding answers and patterns. 

More examples of quantitative and qualitative data

You’ve most likely run into quantitative and qualitative data today, alone. For the visual learner, here are some examples of both quantitative and qualitative data: 

Quantitative data example

The customer has clicked on the button 13 times. 

The engineer has resolved 34 support tickets today. 

The team has completed 7 upgrades this month. 

14 cartons of eggs were purchased this month.

Qualitative data example

My manager has curly brown hair and blue eyes.

My coworker is funny, loud, and a good listener. 

The customer has a very friendly face and a contagious laugh.

The eggs were delicious.

The fundamental difference is that one type of data answers primal basics and one answers descriptively. 

What does this mean for data quality and analysis? If you just analyzed quantitative data, you’d be missing core reasons behind what makes a data collection meaningful. You need both in order to truly learn from data—and truly learn from your customers. 

What are the advantages and disadvantages of each?

Both types of data has their own pros and cons. 

Advantages of quantitative data

It’s relatively quick and easy to collect and it’s easier to draw conclusions from. 

When you collect quantitative data, the type of results will tell you which statistical tests are appropriate to use. 

As a result, interpreting your data and presenting those findings is straightforward and less open to error and subjectivity.

Another advantage is that you can replicate it. Replicating a study is possible because your data collection is measurable and tangible for further applications.

Disadvantages of quantitative data

Quantitative data doesn’t always tell you the full story (no matter what the perspective). 

With choppy information, it can be inconclusive.

Quantitative research can be limited, which can lead to overlooking broader themes and relationships.

By focusing solely on numbers, there is a risk of missing larger focus information that can be beneficial.

Advantages of qualitative data

Qualitative data offers rich, in-depth insights and allows you to explore context.

It’s great for exploratory purposes.

Qualitative research delivers a predictive element for continuous data.

Disadvantages of qualitative data

It’s not a statistically representative form of data collection because it relies upon the experience of the host (who can lose data).

It can also require multiple data sessions, which can lead to misleading conclusions.

The takeaway is that it’s tough to conduct a successful data analysis without both. They both have their advantages and disadvantages and, in a way, they complement each other. 

Now, of course, in order to analyze both types of data, information has to be collected first.

Let's get into the research.

Quantitative and qualitative research

The core difference between qualitative and quantitative research lies in their focus and methods of data collection and analysis. This distinction guides researchers in choosing an appropriate approach based on their specific research needs.

Using mixed methods of both can also help provide insights form combined qualitative and quantitative data.

Best practices of each help to look at the information under a broader lens to get a unique perspective. Using both methods is helpful because they collect rich and reliable data, which can be further tested and replicated.

What is quantitative research?

Quantitative research is based on the collection and interpretation of numeric data. It's all about the numbers and focuses on measuring (using inferential statistics ) and generalizing results. Quantitative research seeks to collect numerical data that can be transformed into usable statistics.

It relies on measurable data to formulate facts and uncover patterns in research. By employing statistical methods to analyze the data, it provides a broad overview that can be generalized to larger populations.

In terms of digital experience data, it puts everything in terms of numbers (or discrete data )—like the number of users clicking a button, bounce rates , time on site, and more. 

Some examples of quantitative research: 

What is the amount of money invested into this service?

What is the average number of times a button was dead clicked ?

How many customers are actually clicking this button?

Essentially, quantitative research is an easy way to see what’s going on at a 20,000-foot view. 

Each data set (or customer action, if we’re still talking digital experience) has a numerical value associated with it and is quantifiable information that can be used for calculating statistical analysis so that decisions can be made. 

You can use statistical operations to discover feedback patterns (with any representative sample size) in the data under examination. The results can be used to make predictions , find averages, test causes and effects, and generalize results to larger measurable data pools. 

Unlike qualitative methodology, quantitative research offers more objective findings as they are based on more reliable numeric data.

Quantitative data collection methods

A survey is one of the most common research methods with quantitative data that involves questioning a large group of people. Questions are usually closed-ended and are the same for all participants. An unclear questionnaire can lead to distorted research outcomes.

Similar to surveys, polls yield quantitative data. That is, you poll a number of people and apply a numeric value to how many people responded with each answer.

Experiments

An experiment is another common method that usually involves a control group and an experimental group . The experiment is controlled and the conditions can be manipulated accordingly. You can examine any type of records involved if they pertain to the experiment, so the data is extensive. 

What is qualitative research?

Qualitative research does not simply help to collect data. It gives a chance to understand the trends and meanings of natural actions. It’s flexible and iterative.

Qualitative research focuses on the qualities of users—the actions that drive the numbers. It's descriptive research. The qualitative approach is subjective, too. 

It focuses on describing an action, rather than measuring it.

Some examples of qualitative research: 

The sunflowers had a fresh smell that filled the office.

All the bagels with bites taken out of them had cream cheese.

The man had blonde hair with a blue hat.

Qualitative research utilizes interviews, focus groups, and observations to gather in-depth insights.

This approach shines when the research objective calls for exploring ideas or uncovering deep insights rather than quantifying elements.

Qualitative data collection methods

An interview is the most common qualitative research method. This method involves personal interaction (either in real life or virtually) with a participant. It’s mostly used for exploring attitudes and opinions regarding certain issues.

Interviews are very popular methods for collecting data in product design .

Focus groups

Data analysis by focus group is another method where participants are guided by a host to collect data. Within a group (either in person or online), each member shares their opinion and experiences on a specific topic, allowing researchers to gather perspectives and deepen their understanding of the subject matter.

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So which type of data is better for data analysis?

So how do you determine which type is better for data analysis ?

Quantitative data is structured and accountable. This type of data is formatted in a way so it can be organized, arranged, and searchable. Think about this data as numbers and values found in spreadsheets—after all, you would trust an Excel formula.

Qualitative data is considered unstructured. This type of data is formatted (and known for) being subjective, individualized, and personalized. Anything goes. Because of this, qualitative data is inferior if it’s the only data in the study. However, it’s still valuable. 

Because quantitative data is more concrete, it’s generally preferred for data analysis. Numbers don’t lie. But for complete statistical analysis, using both qualitative and quantitative yields the best results. 

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A perfect digital customer experience is often the difference between company growth and failure. And the first step toward building that experience is quantifying who your customers are, what they want, and how to provide them what they need.

Access to product analytics is the most efficient and reliable way to collect valuable quantitative data about funnel analysis, customer journey maps , user segments, and more.

But creating a perfect digital experience means you need organized and digestible quantitative data—but also access to qualitative data. Understanding the why is just as important as the what itself.

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Our team of experts is committed to introducing people to important topics surrounding analytics, digital experience intelligence, product development, and more.

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• Knowledge Base

Methodology

• How to Write a Literature Review | Guide, Examples, & Templates

How to Write a Literature Review | Guide, Examples, & Templates

Published on January 2, 2023 by Shona McCombes . Revised on September 11, 2023.

What is a literature review? A literature review is a survey of scholarly sources on a specific topic. It provides an overview of current knowledge, allowing you to identify relevant theories, methods, and gaps in the existing research that you can later apply to your paper, thesis, or dissertation topic .

There are five key steps to writing a literature review:

• Search for relevant literature
• Evaluate sources
• Identify themes, debates, and gaps
• Outline the structure
• Write your literature review

A good literature review doesn’t just summarize sources—it analyzes, synthesizes , and critically evaluates to give a clear picture of the state of knowledge on the subject.

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Table of contents

What is the purpose of a literature review, examples of literature reviews, step 1 – search for relevant literature, step 2 – evaluate and select sources, step 3 – identify themes, debates, and gaps, step 4 – outline your literature review’s structure, step 5 – write your literature review, free lecture slides, other interesting articles, frequently asked questions, introduction.

• Quick Run-through
• Step 1 & 2

When you write a thesis , dissertation , or research paper , you will likely have to conduct a literature review to situate your research within existing knowledge. The literature review gives you a chance to:

• Demonstrate your familiarity with the topic and its scholarly context
• Develop a theoretical framework and methodology for your research
• Position your work in relation to other researchers and theorists
• Show how your research addresses a gap or contributes to a debate
• Evaluate the current state of research and demonstrate your knowledge of the scholarly debates around your topic.

Writing literature reviews is a particularly important skill if you want to apply for graduate school or pursue a career in research. We’ve written a step-by-step guide that you can follow below.

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Writing literature reviews can be quite challenging! A good starting point could be to look at some examples, depending on what kind of literature review you’d like to write.

• Example literature review #1: “Why Do People Migrate? A Review of the Theoretical Literature” ( Theoretical literature review about the development of economic migration theory from the 1950s to today.)
• Example literature review #2: “Literature review as a research methodology: An overview and guidelines” ( Methodological literature review about interdisciplinary knowledge acquisition and production.)
• Example literature review #3: “The Use of Technology in English Language Learning: A Literature Review” ( Thematic literature review about the effects of technology on language acquisition.)
• Example literature review #4: “Learners’ Listening Comprehension Difficulties in English Language Learning: A Literature Review” ( Chronological literature review about how the concept of listening skills has changed over time.)

You can also check out our templates with literature review examples and sample outlines at the links below.

Download Word doc Download Google doc

Before you begin searching for literature, you need a clearly defined topic .

If you are writing the literature review section of a dissertation or research paper, you will search for literature related to your research problem and questions .

Make a list of keywords

Start by creating a list of keywords related to your research question. Include each of the key concepts or variables you’re interested in, and list any synonyms and related terms. You can add to this list as you discover new keywords in the process of your literature search.

• Social media, Facebook, Instagram, Twitter, Snapchat, TikTok
• Body image, self-perception, self-esteem, mental health
• Generation Z, teenagers, adolescents, youth

Search for relevant sources

Use your keywords to begin searching for sources. Some useful databases to search for journals and articles include:

• Your university’s library catalogue
• Google Scholar
• Project Muse (humanities and social sciences)
• Medline (life sciences and biomedicine)
• EconLit (economics)
• Inspec (physics, engineering and computer science)

You can also use boolean operators to help narrow down your search.

Make sure to read the abstract to find out whether an article is relevant to your question. When you find a useful book or article, you can check the bibliography to find other relevant sources.

You likely won’t be able to read absolutely everything that has been written on your topic, so it will be necessary to evaluate which sources are most relevant to your research question.

For each publication, ask yourself:

• What question or problem is the author addressing?
• What are the key concepts and how are they defined?
• What are the key theories, models, and methods?
• Does the research use established frameworks or take an innovative approach?
• What are the results and conclusions of the study?
• How does the publication relate to other literature in the field? Does it confirm, add to, or challenge established knowledge?
• What are the strengths and weaknesses of the research?

Make sure the sources you use are credible , and make sure you read any landmark studies and major theories in your field of research.

You can use our template to summarize and evaluate sources you’re thinking about using. Click on either button below to download.

Take notes and cite your sources

As you read, you should also begin the writing process. Take notes that you can later incorporate into the text of your literature review.

It is important to keep track of your sources with citations to avoid plagiarism . It can be helpful to make an annotated bibliography , where you compile full citation information and write a paragraph of summary and analysis for each source. This helps you remember what you read and saves time later in the process.

Prevent plagiarism. Run a free check.

To begin organizing your literature review’s argument and structure, be sure you understand the connections and relationships between the sources you’ve read. Based on your reading and notes, you can look for:

• Trends and patterns (in theory, method or results): do certain approaches become more or less popular over time?
• Themes: what questions or concepts recur across the literature?
• Debates, conflicts and contradictions: where do sources disagree?
• Pivotal publications: are there any influential theories or studies that changed the direction of the field?
• Gaps: what is missing from the literature? Are there weaknesses that need to be addressed?

This step will help you work out the structure of your literature review and (if applicable) show how your own research will contribute to existing knowledge.

• Most research has focused on young women.
• There is an increasing interest in the visual aspects of social media.
• But there is still a lack of robust research on highly visual platforms like Instagram and Snapchat—this is a gap that you could address in your own research.

There are various approaches to organizing the body of a literature review. Depending on the length of your literature review, you can combine several of these strategies (for example, your overall structure might be thematic, but each theme is discussed chronologically).

Chronological

The simplest approach is to trace the development of the topic over time. However, if you choose this strategy, be careful to avoid simply listing and summarizing sources in order.

Try to analyze patterns, turning points and key debates that have shaped the direction of the field. Give your interpretation of how and why certain developments occurred.

If you have found some recurring central themes, you can organize your literature review into subsections that address different aspects of the topic.

For example, if you are reviewing literature about inequalities in migrant health outcomes, key themes might include healthcare policy, language barriers, cultural attitudes, legal status, and economic access.

Methodological

If you draw your sources from different disciplines or fields that use a variety of research methods , you might want to compare the results and conclusions that emerge from different approaches. For example:

• Look at what results have emerged in qualitative versus quantitative research
• Discuss how the topic has been approached by empirical versus theoretical scholarship
• Divide the literature into sociological, historical, and cultural sources

Theoretical

A literature review is often the foundation for a theoretical framework . You can use it to discuss various theories, models, and definitions of key concepts.

You might argue for the relevance of a specific theoretical approach, or combine various theoretical concepts to create a framework for your research.

Like any other academic text , your literature review should have an introduction , a main body, and a conclusion . What you include in each depends on the objective of your literature review.

The introduction should clearly establish the focus and purpose of the literature review.

Depending on the length of your literature review, you might want to divide the body into subsections. You can use a subheading for each theme, time period, or methodological approach.

As you write, you can follow these tips:

• Summarize and synthesize: give an overview of the main points of each source and combine them into a coherent whole
• Analyze and interpret: don’t just paraphrase other researchers — add your own interpretations where possible, discussing the significance of findings in relation to the literature as a whole
• Critically evaluate: mention the strengths and weaknesses of your sources
• Write in well-structured paragraphs: use transition words and topic sentences to draw connections, comparisons and contrasts

In the conclusion, you should summarize the key findings you have taken from the literature and emphasize their significance.

When you’ve finished writing and revising your literature review, don’t forget to proofread thoroughly before submitting. Not a language expert? Check out Scribbr’s professional proofreading services !

This article has been adapted into lecture slides that you can use to teach your students about writing a literature review.

Scribbr slides are free to use, customize, and distribute for educational purposes.

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If you want to know more about the research process , methodology , research bias , or statistics , make sure to check out some of our other articles with explanations and examples.

• Sampling methods
• Simple random sampling
• Stratified sampling
• Cluster sampling
• Likert scales
• Reproducibility

 Statistics

• Null hypothesis
• Statistical power
• Probability distribution
• Effect size
• Poisson distribution

Research bias

• Optimism bias
• Cognitive bias
• Implicit bias
• Hawthorne effect
• Anchoring bias
• Explicit bias

A literature review is a survey of scholarly sources (such as books, journal articles, and theses) related to a specific topic or research question .

It is often written as part of a thesis, dissertation , or research paper , in order to situate your work in relation to existing knowledge.

There are several reasons to conduct a literature review at the beginning of a research project:

• To familiarize yourself with the current state of knowledge on your topic
• To ensure that you’re not just repeating what others have already done
• To identify gaps in knowledge and unresolved problems that your research can address
• To develop your theoretical framework and methodology
• To provide an overview of the key findings and debates on the topic

Writing the literature review shows your reader how your work relates to existing research and what new insights it will contribute.

The literature review usually comes near the beginning of your thesis or dissertation . After the introduction , it grounds your research in a scholarly field and leads directly to your theoretical framework or methodology .

A literature review is a survey of credible sources on a topic, often used in dissertations , theses, and research papers . Literature reviews give an overview of knowledge on a subject, helping you identify relevant theories and methods, as well as gaps in existing research. Literature reviews are set up similarly to other  academic texts , with an introduction , a main body, and a conclusion .

An  annotated bibliography is a list of  source references that has a short description (called an annotation ) for each of the sources. It is often assigned as part of the research process for a  paper .  

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Hybrid work: Making it fit with your diversity, equity, and inclusion strategy

After the Great Resignation comes the Great Renegotiation. Over the past two years, millions of people and organizations around the world were forced into hybrid virtual work, many for the first time. Survey after survey has shown that employers eagerly hope their employees will return to the office as soon as possible. Employees ? Not so much , for reasons including health, family, and the work–life balance. Now, vaccines and therapies hold out the promise of normalizing life under the coronavirus and its variants, but employees increasingly hold more bargaining chips in a great debate now underway over the future of workplace models.

Our methodology

This research effort surveyed 1,345 respondents across three continents (North America, Europe, and Australia) in November 2021. We defined hybrid as including both hybrid models of work (a mix of virtual and on-site) and fully virtual work: both models do not require a full-time, on-site presence and have implications for the way organizations and managers create an inclusive workplace with fewer to no in-person interactions.

The research focuses on respondents whose roles currently allow hybrid work. To ensure that the experiences reported were tied to workplace contexts, it excluded a small group of participants who were unemployed longer than 18 months. A variety of industries, job levels, and social identities were represented. Given the complex nature of racial identity, only US survey participants were asked to identify their race, to ensure that the racial categories presented were relevant and appropriate for the respondents.

We believe organizations also have an opportunity to redefine hybrid work in the context of frontline roles, such as machinists and surgeons, that are typically fully on-site. We will explore these topics in future research.

Our latest research reinforces the idea that hybrid 1 Our definition of hybrid work combines the responses our survey sample expressed toward hybrid and virtual work—terms for models that do not require a full-time presence in the office and are frequently conflated and rapidly evolving in most organizations today. work is here to stay. More than four out of five survey respondents who worked in hybrid models over the past two years prefer retaining them going forward (see sidebar, “Our methodology”). At a time when organizations are plagued by burnout, mental-health issues, and record numbers of employees leaving their jobs, leaders who see in-person work as a return to normality must confront just how strongly employees feel about flexible workplace models and their growing leverage to pursue them. We found that more than two out of three employees who prefer hybrid models say they are likely to look for other opportunities if asked to return fully on-site. Despite such popular support, the experience of employees with hybrid work during the pandemic has varied widely in key areas, such as a sense of inclusion and the work–life balance. For some traditionally underrepresented identities, this variability is exacerbated.

As employers work to refit existing workplace models, they face a classic risk/reward choice. Hybrid work has the potential to offer a higher level of flexibility, a better work–life balance, and a more tailored employee experience. These can have a disproportionately positive impact on diversity, equity, and inclusion (DEI) efforts , as well as on performance. Hybrid work also has the potential to create an unequal playing field and to amplify in-group versus out-group dynamics, which can flip those advantages to the liabilities side of the ledger. For workplaces already challenged to diversify and retain employees, adopting ill-conceived hybrid work models could instead speed departures, decrease inclusion, and harm performance.

Make no mistake: tapping the benefits of a more inclusive hybrid work culture is difficult, delicate work. There’s scant evidence of companies that have mastered the challenge. What’s more, the practices needed to take it on can feel nebulous and elusive, especially for leaders who have never worked in a truly inclusive culture themselves. In this article, we share research that illuminates the dynamics that underlie efforts to build inclusion in a diverse, hybrid workforce and the three critical inclusion practices—work–life support, team building, and mutual respect—that leaders should treat as priorities.

A hard look at hybrid

Even before the pandemic, workers craved fluidity: in 2019, our research found that work–life flexibility was the number-one issue employees raised. As the economy navigates the reopening of offices in this next phase of the pandemic, executives often conflate “hybrid” with “flexibility,” especially the location of work. Moreover, today’s hybrid working models were not the product of measured strategic planning but, often, of desperate triage efforts spliced together when disaster struck. Some organizations forced into remote work addressed attrition, isolation, and mental-health woes better than others, but these ill effects remain prevalent across the business  landscape, particularly for some traditionally underrepresented groups .

This reality obliges leaders to design better models. True flexibility must go beyond location to include the different preferences and needs of an increasingly diverse employee workforce. It demands a sharp focus on the reasons people have been leaving jobs, often without new job offers in hand: work–life balance and flexibility loom large, but employees also yearn for a greater sense of belonging and of feeling appreciated. Finding the sweet spot between hybrid work and strong inclusion can make an organization a highly attractive place  to work but requires leaders, at all levels, to listen, to coach, and to think of flexibility not as an end point but as a set of evolving expectations, with regular adjustments, perhaps down to the level of individual employees.

Despite the variability of hybrid work, employees appear hooked on it and unwilling to let it go. In our survey, 75 percent of all respondents said that they prefer a hybrid working model (Exhibit 1). Only 25 percent said they prefer to be fully on-site.

Who likes hybrid work most?

Of employees currently working in a hybrid model, 85 percent want it retained going forward. This strong preference appears across industries, geographies, and demographic boundaries.

Some traditionally underrepresented groups demonstrated an even stronger preference for hybrid work.

• Employees with disabilities were 11 percent more likely to prefer a hybrid work model than employees without disabilities.
• More than 70 percent of men and women expressed strong preferences for hybrid work, but nonbinary employees were 14 percent more likely to prefer it.
• LGBQ+ 2 In this survey we intended to avoid conflating gender identity and sexual orientation. Transgender respondents were included in the gender identity analyses, and we used the updated acronym LGBQ+ for the sexual-orientation analyses. In our sample, this group included respondents who identify as gay, lesbian, bisexual, pansexual, queer, and asexual. employees were 13 percent more likely to prefer hybrid work than their heterosexual peers.

For managers sensitive to the importance of inclusion and diversity, such examples highlight another possible dividend from hybrid work models. Consider, for example, the employee who may be hiding a disability, gender identity, or sexual orientation to avoid the stigma that can come with declaring it. Research shows that efforts to conceal such identities may take a toll on an employee’s well-being and performance. 3 K. P. Jones and E. B. King, “Managing concealable stigmas at work: A review and multilevel model,” Journal of Management , 40(5), 2014. Ideally, employees would be comfortable sharing these identities with colleagues, and organizations would provide the inclusive environment in which they could. When they do not, however, hybrid work environments can relieve some of the strain.

Who likes hybrid work enough to quit?

Our research also explored the respondents’ willingness to leave jobs because of work models. For employers battling widespread, rising attrition and an increasing labor shortage as employees quit jobs, even without another offer in hand , such insights could help stanch the talent outflow. Of those who prefer hybrid work, 71 percent say they are likely to look for other opportunities if it is not available where they work now.

These were among the groups that prefer hybrid work and said they were likely to leave if it wasn’t available:

• Younger employees (18–34 years old) were 59 percent more likely to leave than older ones (55–64 years old).
• Black employees were 14 percent more likely than their White peers.
• LGBQ+ employees were 24 percent more likely to leave than heterosexual ones.
• Women were approximately 10 percent more likely than men, and employees who identify as nonbinary were 18 percent more likely than men and women.
• Employees with disabilities were 14 percent more likely to leave than employees without them.

A hybrid workplace of one’s own?

These undercurrents of employee identity, tenure, and experience can make the task of shaping inclusive work environments a daunting one. Some companies are aggressively trying to bring employees back on-site, while others experiment with a range of flexible options. At the extreme, some executives even talk of a need to scale work model personalization, tailoring it to an individual employee’s professional and personal context. To date, the idea of shaping an inclusion approach to an “n of 1” is largely uncharted territory (and so is simultaneously scaling protocols, norms, and ways of working to suit an organization’s shared goals). Managing hybrid teams inclusively to evolving employee expectations will be a proving ground for leaders to demonstrate that they have the leadership skills and methods— such as managing to outcomes and emphasizing social compacts—that can deliver effective solutions.

Amid this flux and experimentation, we believe that widespread employee support for hybrid work suggests that to navigate the present time of transition, leaders should first tap more deeply into their employees’ preferences, needs, and expectations. This requires, at a minimum, setting guidelines and encouraging managers to collect employee feedback regularly as part of experiments with new, agile approaches. Leaders can then incorporate the results into several sound inclusion practices that our research points to as a strong foundation for an inclusive hybrid workplace.

Building the inclusive hybrid workplace

Data are useful to understand the working-model preferences of an organization’s different demographic groups. We also know that the way managers and teams behave day-to-day is the most powerful determinant of the individual employee experience. Regardless of working model, inclusive organizational cultures that foster trust and a sense of support increase retention, collaboration, and job satisfaction (Exhibit 2).

Improving diversity and representation in a sustainable way is difficult without inclusion— embracing, supporting, and enabling employees to make meaningful contributions. Without an inclusive environment, even an organization with a diverse employee population will probably struggle to improve its long-term performance. The widespread adoption of hybrid work has complicated the struggle to build and maintain such cultures.

Without an inclusive environment, even an organization with a diverse employee population will probably struggle to improve its long-term performance.

To test the workplace models that employees desire, our research asked them which scientifically validated inclusion practices  they want their organizations to work hardest to improve as part of a hybrid work model. Remarkably, a clear consensus emerged across all demographic groups 4 For example, across racial and ethnic groups, sexual orientation, gender identities, age, and caregiving status. around three areas:

• work–life support: demonstrating appreciation for employees’ nonwork demands, responsibilities, and interests
• team building: working to foster trust, collaboration, and healthy conflict among team members
• mutual respect: showing genuine concern for the well-being of all employees, and a commitment by employees to treat one another fairly and respectfully

These practices underpin fundamental employee preferences that we have seen time and again in studying workplace inclusion: agency, autonomy, empowerment, and support for employees to do their best work. It’s important to note that the way different groups and individuals experience these practices can vary widely, complicating implementation. For example, work–life support could mean parental leave for some employees struggling with caregiving chores, and for others it could mean more flexible hours to pursue personal passions. Nonetheless, during the pandemic, survey respondents working in hybrid models saw improvements in these areas, and we believe leaders should consider them the backbone of any inclusive hybrid work model, backed by better communication and role modeling (Exhibit 3).

Work–life support

The pandemic has prompted employees to broadly reassess their work–life trade-offs. This reassessment has fueled resignations and a search for organizational cultures that emphasize well-being  and more purposeful work. Nearly 60 percent of our survey respondents working in hybrid models ranked work–life support in the top inclusion practices they want their organizations to improve—the highest percentage across the 17 inclusion practices we measured. In other words, employees are clamoring for greater acknowledgment and support for their myriad demands, responsibilities, and interests outside work.

At an organization-wide level, nearly half of the respondents recommended prioritizing policies that support flexibility—including extended parental leave, sick leave, flexible hours, and work-from-home policies. Some respondents highlighted the value of paid time off for newly recognized celebrations, such as Juneteenth, or unexpected occurrences, like COVID-19 sick days.

Many if not most companies are also experimenting with semipermanent policies on flexible locations. For example, one tech company now allows employees to work up to four weeks each year remotely from any location within their current country. A consumer goods company adopted a “work from wherever” policy, permanently giving employees the flexibility to work from a location of their own choice (assuming steady performance). Employers are also experimenting with traditionally on-site roles. One Asian consumer goods company reimagined its retail model and cross-trained sales associates as social-media influencers, allowing them to split their time between on-site and virtual work.

Management support is also critical for employees who want more accommodating work–life policies. Small actions play a huge role in how safe employees feel when they exercise these benefits, and when they assess whether a benefit change is more than mere lip service. One powerful signal: managers who model flexibility and support the various work–life options, especially in a hybrid model. Colleagues also play a role in reinforcing a culture of work–life support when they validate acceptable behavior: employees can encourage one another to use mental-health benefits, leave policies, and other ways of setting healthier boundaries between work and personal life. The effect on workplace culture can be dramatic when colleagues hear peers share their ideas and experiences in the journey toward work–life balance or when they crowdsource solutions to common challenges. Newer colleagues often find this especially helpful.

Team building

Our survey respondents placed team building behind work–life support as a priority inclusion practice in the hybrid workplace. As much as employees value its flexibility and benefits, it can also promote isolation, especially when team cohesion is lacking. Some research suggests that remote work can also lead to more static and siloed collaboration . In light of such effects, half of our survey respondents not surprisingly assigned great importance to intentionally building stronger teams.

Effective team builders foster trust, collaboration, and healthy conflict. Respondents recommended three ways to help achieve these goals: encouraging employees to know one another and how they get work done, creating buddy systems, and coaching employees through effective conflict management. To build psychological safety  and deep connections in teams, leaders must embed team-building activities and norms in the organization’s ways of working.

Team events where everyone feels welcome can also help build bonds in ways that make employees feel close and valued. To stage these events effectively, it is necessary to dig into details: dietary restrictions, comfort with alcohol, event timing, accessibility needs, types of activities, and more. Moreover, managers should be mindful of how much they ask employees to sacrifice their “off” hours—requests that can diminish team cohesion rather than contribute to it.

Respondents also highlighted the importance of integrating new team members in hybrid work environments. Some managers do so by setting up discussions, whenever a new member joins the team, to discuss working styles, preferences, and roles across the group. One pharmaceutical company formalized a peer “buddy” process by having an experienced colleague connect twice each week with the new hire to address common questions. One financial-services organization set up weekly coffee chats among new hires and company representatives to break down silos.

Mutual respect

In hybrid work, in-person interactions are fewer and communication outside real time is more common. As a result, it can be harder to feel connected to colleagues and easier for miscommunication to occur. Our survey respondents may have had such experiences in mind when they pegged mutual respect as one of the three priority inclusion practices. We define mutual respect as demonstrating genuine concern for the well-being of all employees and a commitment to treat one another fairly and respectfully. Coaching such behavior can be difficult at times, but our respondents had suggestions for how to encourage it.

First, create norms that encourage employees to view one another as human beings, not merely coworkers. Inquire about each employee’s preferences and boundaries for working styles and communication. For hybrid work, this is likely to include some experimentation with mixing different types of meetings, when (and when not) to bring employees together on-site, and resetting team norms about when to check in.

A check-in should be more than just a review of upcoming to-dos, our respondents noted. Make it easy for employees to share personal updates, both positive and negative (for example, “What else is going on in your world? How are you?”). This is a critical way to express care and appreciation for employees as they navigate complex work–life boundaries in hybrid work. One manager we talked to has a habit of saying, “I’m not a mind reader. Please tell me what is going on so we can work through it together.”

Second, foster a culture that encourages employees to learn with and from one another. Reframe mistakes as opportunities to identify what can be improved. Such efforts might include training employees on how to adopt a “ growth mindset ” that encourages teamwide development. Managers should also encourage two-way feedback to let employees voice what is going well and what could use improvement. Whatever the form of feedback, everyone should feel comfortable sharing both positive and negative observations.

Finally, respondents noted, celebrate and amplify employee contributions and create an environment that regularly recognizes such moments. Seek out achievements (such as well-organized events or team members who coached peers) that many traditional reward and recognition systems take for granted. One medical-services company started a “shout-outs” channel on its internal messaging app to let employees recall times when colleagues excelled or made exceptional contributions as teammates. It then periodically highlighted these moments again during all-group meetings.

Empowered employees who have tasted the benefits of hybrid work seem determined to retain them. Employers now face a risk/reward moment to reimagine a more flexible, inclusive hybrid work model that dovetails with an organization’s diversity, equity, and inclusion efforts. This will not be easy work. But for leaders who show the sensitivity, creativity, and humility  needed to shape a new hybrid work model, there could be dramatic gains in performance, organizational cohesion, and improved employee wellness, engagement, and retention.

Bonnie Dowling is an expert associate partner in McKinsey’s Denver office, Drew Goldstein is a solution associate partner in the Miami office, Michael Park is a senior partner in the New York office, and Holly Price is a knowledge expert in the Houston office.

The authors would like to thank Shannon Cheng, Ruth Imose, Vidya Mahadevan, and Brooke Weddle for their contributions to this article.

This article was edited by Bill Javetski, an executive editor in the New Jersey office.

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