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Section 2 Key principles of quality in research and consultation

2.03 Use appropriate methods

The purposes and uses of the research will determine the choice of appropriate methods.

There is no one ‘best’ research method although some techniques are better suited for some types of research than others. Quantitative methods lend themselves more readily to summary assessments of experience or establishing benchmarks. Qualitative and participatory techniques are more suited to developing deeper understanding of perspectives and expectations and may promote dialogue with and between service users.

Organisations may be more familiar with quantitative methods such as surveys that emphasise that samples of service users should be statistically representative so that conclusions can be drawn about the views or attributes of all service users. If appropriate samples are selected, statistical analysis can isolate the influence of different factors which may influence views and allow comparisons to be made between the views of different service users and between the views of members of a particular group and a wider population.

Qualitative methods provide an equally valid, but different form of information about service user opinions. They can provide a depth of understanding about what drives those opinions and rich, useful data that can illuminate reasons for levels of satisfaction or dissatisfaction. Stories of service successes or failure gathered in this way may unlock apparent paradoxes or explain the persistence of dissatisfaction or complaints, even if amongst a relatively small number of customers. Qualitative methods are particularly useful to give voice to groups of customers who may be numerically small amongst the wider population, but whose views are important in shaping services that meet their particular needs.

It may be appropriate to use a mix of methods to provide information that is both broad and deep. Combining methods to investigate the same problem may enhance the validity of the findings and strengthen the conclusions which may be drawn from them, particularly if the findings from one method are corroborated by findings from other methods.

Use of a range of methods is also good practice in that it recognises diversity amongst service users and that not all groups will wish to or be able to engage with standard methods.

Practice point

• Using a combination of methods can enhance the quality of data collected, strengthen the validity of the findings and promote greater inclusion in the research process.

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