Research strategy

Research strategy sets the general direction of research. It is one of the elements of research methodology and includes the process in which research is carried out. The right research strategy must be selected based on research objectives as well as questions, the amount of resources available and time, the philosophical foundations of the researcher, and the scope of existing knowledge about the studied area (Wedawatta G., Ingirige B., Amaratunga D. 2011, p. 3-4).

Types of research strategies

There are different research strategies, but they are largely convergent. Therefore, it is important to choose the most favorable strategy for a particular study. Part of the research strategies used in management and business are (Wedawatta G., Ingirige B., Amaratunga D. 2011, p. 4):

• survey,
• experiment,
• action research,
• case study,
• grounded theory,
• ethnography,
• cross sectional studies.

Survey

Surveys are used to obtain data that will guide research groups (from choosing samples to questions and topics). It is a successful method that helps generate a large amount of data from many people. Respondents can be selected based on a different number of features, such as: sex, age, race, sexuality, social class or demographic questions. These questions are usually placed first in the survey. Such information may be needed by a researcher who does not know which focus groups to use (homogeneous or heterogeneous) (Hesse-Biber S., Leavy P. 2011, p. 173).

Experiment

The experiment is a detailed study using the general empirical method. Processes and phenomena are tested in controlled, rigorous conditions. The main principle in each experiment is to change the selected individual component in the test procedure, the remaining components are fixed - they do not change. During a given experiment, the researcher introduces a new factor to the process, modifying its rate. This factor is called an independent variable or an experimental factor. On the other hand, factors changed under the influence of an independent variable are dependent variables (Novikov A., Novikov D. 2013, p. 56-56).

Action research

Action research is systematic research that helps people solve everyday problems, looking for effective solutions. The aim of this research is to involve complex dynamics in all social contexts. Continuous cycles of designed research seek to solve problems that occur in specific situations and locations, which allows for obtaining measures that increase efficiency and effectiveness of work, in: social organizations and agencies, human and health services, companies, schools. Thanks to this, it builds knowledge that strengthens social and professional practices and increases the well-being of people who take part in it (Stringer E. 2014, p. 1).

Case study

Case study is one of the most popular research methods used by researchers in industrial marketing. The reason for this may partly be the nature of the subject. The main object of the study are relationships and organizations that have a complex structure and are difficult to access than (for example) consumer markets. The study of a single or small number of entities brings a lot of qualitative data that can be described as a case study, providing insight into their nature of phenomena (Easton G. 2010, p. 118).

Grounded theory

Grounded theory is recognized as a qualitative research method. It aims to develop a theory that is based on the systematic collection and analysis of data. From other quantitative methods, it is distinguished by a specific approach to the development of theory. Grounded theory believes that there should be a continuous relationship between two activities: collecting and analyzing data. It allows the appearance of rich and original results, closely related to data, and offers well-marked data analysis procedures. It guarantees the researchers self-confidence, because they can indicate a large number of cases in the data that are associated with the concept produced (Urquhart C., Lehmann† H., Myers M. 2010, p. 357-358)

Ethnography

Ethnography favors nuanced, contextually rich and involved nuanced examples of qualitative social research, the driving force of the produced data are daily interactions. It includes a combination of different field techniques (interviews, observations, audiovisual recording, note taking, research of autochthonous literature) inscribed in the participants' observation. It is based on the conviction and trust that data is created thanks to the deep interaction between researchers. Ethnographers often treat data as a gift from informers with all the mutual consequences that suggest the exchange of these gifts (Falzon M. 2016, p. 1).

Cross sectional studies

Cross sectional study is one of the types of observational studies. At the same time, the researcher measures the exposure and the result of the study participants in it. Participants of the study are selected according to the inclusion and exclusion criteria adopted for a given study. After selecting the participants, the researcher assesses the exposure and results following the task. Cross-sectional studies are used to assess the incidence of diseases in clinical samples and for population studies (Setia M. 2016, p. 261)

Quantitative and qualitative research strategies

Qualitative and quantitative research strategies are two different approaches to conducting research.

Quantitative research is a method of gathering and analyzing numerical data to understand patterns and trends. This approach is often used in social sciences and natural sciences to examine cause-and-effect relationships, and it relies on statistical analysis of data. Surveys, experiments, and observational studies are some examples of quantitative research methods.

On the other hand, qualitative research is a method of gathering and analyzing non-numerical data, such as words, images, and observations. It is often used in fields such as sociology, anthropology, and psychology, and it aims to understand the meaning and experiences of individuals and groups. Some examples of qualitative research methods include ethnography, case study, and grounded theory.

Both qualitative and quantitative research strategies have their own advantages and disadvantages, and the choice of which approach to use will depend on the research question and the overall goals of the study. In some cases, a mixed-methods approach, which combines both qualitative and quantitative methods, may be most appropriate.

Criteria to choose a research strategy

There are several criteria to consider when choosing a research strategy. These include:

• Relevance: The research strategy should be relevant to the research question and the purpose of the study.
• Feasibility: The research strategy should be feasible to implement within the given time and budget constraints.
• Validity: The research strategy should be able to provide valid and reliable results that can be generalized to the population of interest.
• Ethical considerations: The research strategy should take into account any ethical considerations, such as informed consent and the protection of participants' rights.
• Study design: The research strategy should be appropriate for the study design, whether it be quantitative, qualitative or mixed-methods.
• Data collection methods: The research strategy should include appropriate methods for collecting and analyzing data, such as surveys, interviews, or experiments.
• The sample size: The research strategy should consider the sample size to be able to generalize the results to the population of interest.
• The resources available: The research strategy should be compatible with the resources available to the researcher, such as time, budget, and personnel.

Ultimately, the choice of research strategy will depend on the specific research question and the overall goals of the study.

Research strategy impact on limitations of the research results

The research strategy chosen can have a significant impact on the limitations of the research results. Each approach has its own strengths and weaknesses, and the choice of strategy can influence the reliability and validity of the data, as well as the generalizability of the findings.

For example, quantitative research is often considered to be more objective and reliable than qualitative research because it relies on numerical data and statistical analysis. However, quantitative research can be limited by the specific research question and the methods used, and the results may not fully capture the complexity of social phenomena.

On the other hand, qualitative research can provide rich, in-depth data that can give a detailed understanding of a particular phenomenon. However, qualitative research can be more subjective and may be influenced by the researcher's own biases. Additionally, the sample size in qualitative research is usually small, which can limit the generalizability of the findings.

A mixed-methods approach can overcome some of the limitations of both qualitative and quantitative research by combining the strengths of both methods. However, it also requires more resources and can be more complex to implement.

In summary, the limitations of the research results are closely tied to the research strategy chosen. Therefore, it is important to consider the strengths and weaknesses of different approaches when choosing a research strategy and to be aware of the limitations of the research results.

Research strategy — recommended articles

Descriptive model — Case study research — Functions of research — Single case study — Case study methodology — Multiple case study — Depth interview — Qualitative data — Descriptive study

References

• Easton G. (2010), Critical realism in case study research, Industrial Marketing Management, nr. 39, p. 118-128
• Falzon M. (2016), Multi-sited Ethnography: Theory, Praxis and Locality in Contemporary Research, Taylor & Francis Group, London, p. 1
• Gravetter F., Forzano L. (2017), Research Methods for the Behavioral Sciences, Cengage Learning, USA
• Hesse-Biber S., Leavy P. (2011), The Practice of Qualitative Research, SAGE Publications, USA, p. 173
• Novikov A., Novikov D. (2013), Research Methodology: From Philosophy of Science to Research Design, CRC Press, Boca Raton, p. 56-56
• Rainer A. (2011), The longitudinal, chronological case study research strategy: A definition, and an example from IBM Hursley Park, Information and Software Technology, Volume 53, Issue 7, p. 730-746
• Setia M. (2016), Methodology Series Module 3: Cross-sectional Studies, Indian J Dermatol, nr 61, p. 261-264
• Stringer E. (2014), Action Research, SAGE Publications, USA, p. 1
• Urquhart C., Lehmann† H., Myers M. (2010), Putting the ‘theory’ back into grounded theory: guidelines for grounded theory studies in information systems, Info Systems J, nr 20, p. 357-358
• Whitley B., Kite M. , Adams H. (2013), Principles of Research in Behavioral Science, Routledge, New York
• Wedawatta G., Ingirige B., Amaratunga D. (2011), Case study as a research strategy: Investigating extreme weather resilience of construction SMEs in the UK, the University of Salford, Manchester, p. 3-4

Author: Dominika Magusiak