What Is Research Methodology?
A Plain-Language Explainer With Examples + Free Template 📝
By: Derek Jansen (MBA) and Kerryn Warren (PhD) | Updated March 2025
If you’re new to formal academic research, it’s quite likely that you’re feeling a little overwhelmed by all the technical lingo that gets thrown around. And who could blame you – “research methodology”, “research methods”, “sampling strategies”… it all seems never-ending!
In this post, we’ll demystify the landscape with plain-language explanations and loads of examples (including easy-to-follow videos), so that you can approach your dissertation, thesis or research project with confidence. Let’s get started.
What is research methodology?
Research methodology simply refers to the practical “how” of a research study. More specifically, it’s about how a researcher systematically designs a study to ensure valid and reliable results that address the research aims, objectives and research questions. Specifically, how the researcher went about deciding:
- What type of data to collect (e.g., qualitative or quantitative data)
- Who to collect it from (i.e., the sampling strategy)
- How to collect it (i.e., the data collection method)
- How to analyse it (i.e., the data analysis methods)
Within any formal piece of academic research (be it a dissertation, thesis or journal article), you’ll find a research methodology chapter or section which covers the aspects mentioned above. Importantly, a good methodology chapter explains not just what methodological choices were made, but also explains why they were made. In other words, the methodology chapter should justify the design choices, by showing that the chosen methods and techniques are the best fit for the research aims, objectives and research questions.
So, it’s the same as research design?
Not quite. As we mentioned, research methodology refers to the collection of practical decisions regarding what data you’ll collect, from who, how you’ll collect it and how you’ll analyse it. Research design, on the other hand, is more about the overall strategy you’ll adopt in your study. For example, whether you’ll use an experimental design in which you manipulate one variable while controlling others. You can learn more about research design and the various design types here.
What are qualitative, quantitative and mixed-methods?
Qualitative, quantitative and mixed-methods are different types of methodological approaches, distinguished by their focus on words, numbers or both. This is a bit of an oversimplification, but its a good starting point for understanding.
Let’s take a closer look.
Qualitative research refers to research which focuses on collecting and analysing words (written or spoken) and textual or visual data, whereas quantitative research focuses on measurement and testing using numerical data. Qualitative analysis can also focus on other “softer” data points, such as body language or visual elements.
It’s quite common for a qualitative methodology to be used when the research aims and research questions are exploratory in nature. For example, a qualitative methodology might be used to understand peoples’ perceptions about an event that took place, or a political candidate running for president.
Contrasted to this, a quantitative methodology is typically used when the research aims and research questions are confirmatory in nature. For example, a quantitative methodology might be used to measure the relationship between two variables (e.g. personality type and likelihood to commit a crime) or to test a set of hypotheses.
As you’ve probably guessed, the mixed-method methodology attempts to combine the best of both qualitative and quantitative methodologies to integrate perspectives and create a rich picture. If you’d like to learn more about these three methodological approaches, be sure to watch our explainer video below.
What is sampling strategy?
Simply put, sampling is about deciding who (or where) you’re going to collect your data from. Why does this matter? Well, generally it’s not possible to collect data from every single person in your group of interest (this is called the “population”), so you’ll need to engage a smaller portion of that group that’s accessible and manageable (this is called the “sample”).
How you go about selecting the sample (i.e., your sampling strategy) will have a major impact on your study. There are many different sampling methods you can choose from, but the two overarching categories are probability sampling and non-probability sampling.
Probability sampling involves using a completely random sample from the group of people you’re interested in. This is comparable to throwing the names all potential participants into a hat, shaking it up, and picking out the “winners”. By using a completely random sample, you’ll minimise the risk of selection bias and the results of your study will be more generalisable to the entire population.
Non-probability sampling, on the other hand, doesn’t use a random sample. For example, it might involve using a convenience sample, which means you’d only interview or survey people that you have access to (perhaps your friends, family or work colleagues), rather than a truly random sample. With non-probability sampling, the results are typically not generalisable.
To learn more about sampling methods, be sure to check out the video below.
What are data collection methods?
As the name suggests, data collection methods simply refers to the way in which you go about collecting the data for your study. Some of the most common data collection methods include:
- Interviews (which can be unstructured, semi-structured or structured)
- Focus groups and group interviews
- Surveys (online or physical surveys)
- Observations (watching and recording activities)
- Biophysical measurements (e.g., blood pressure, heart rate, etc.)
- Documents and records (e.g., financial reports, court records, etc.)
The choice of which data collection method to use depends on your overall research aims and research questions, as well as practicalities and resource constraints. For example, if your research is exploratory in nature, qualitative methods such as interviews and focus groups would likely be a good fit. Conversely, if your research aims to measure specific variables or test hypotheses, large-scale surveys that produce large volumes of numerical data would likely be a better fit.
I didn’t know if I was good enough.
See how Kelsee went from lost and confused to conquering her PhD.What are data analysis methods?
Data analysis methods refer to the methods and techniques that you’ll use to make sense of your data. These can be grouped according to whether the research is qualitative (words-based) or quantitative (numbers-based).
Popular data analysis methods in qualitative research include:
- Qualitative content analysis
- Thematic analysis
- Discourse analysis
- Narrative analysis
- Interpretative phenomenological analysis (IPA)
- Visual analysis (of photographs, videos, art, etc.)
Qualitative data analysis all begins with data coding, after which an analysis method is applied. In some cases, more than one analysis method is used, depending on the research aims and research questions. In the video below, we explore some common qualitative analysis methods, along with practical examples.
- Descriptive statistics (e.g. means, medians, modes)
- Inferential statistics (e.g. correlation, regression, structural equation modelling)
Again, the choice of which data collection method to use depends on your overall research aims and objectives, as well as practicalities and resource constraints. In the video below, we explain some core concepts central to quantitative analysis.
How do I choose a research methodology?
As you’ve probably picked up by now, your research aims and objectives have a major influence on the research methodology. So, the starting point for developing your research methodology is to take a step back and look at the big picture of your research, before you make methodology decisions. The first question you need to ask yourself is whether your research is exploratory or confirmatory in nature.
If your research aims and objectives are primarily exploratory in nature, your research will likely be qualitative and therefore you might consider qualitative data collection methods (e.g. interviews) and analysis methods (e.g. qualitative content analysis).
Conversely, if your research aims and objective are looking to measure or test something (i.e. they’re confirmatory), then your research will quite likely be quantitative in nature, and you might consider quantitative data collection methods (e.g. surveys) and analyses (e.g. statistical analysis).
Designing your research and working out your methodology is a large topic, which we cover extensively on the blog. For now, however, the key takeaway is that you should always start with your research aims, objectives and research questions (the golden thread). Every methodological choice you make needs align with those three components.
Practical example
To bring it all together, this video provides a walkthrough of a research methodology from an actual dissertation, as well as an overview of our free methodology template.
Become A Methodology Wiz ✨
Qualitative Research Basics: The 20,000-Foot View
New to qualitative? Learn about the four key phases of the qualitative research process: data collection, coding, analysis, and writing.
How To Choose The Right Qualitative Analysis Method
Not sure which qualitative analysis method to use? Learn how to choose the right method for your specific research project.
Reflexivity & Triangulation In Qualitative Research
Learn how reflexivity and triangulation help manage subjectivity in qualitative research by enhancing credibility and minimising bias.
Trustworthiness In Qualitative Research
Learn about the four pillars of trustworthiness in qualitative research: credibility, transferability, dependability, and confirmability.
How To Choose A Tutor For Your Dissertation
Hiring the right tutor for your dissertation or thesis can make the difference between passing and failing. Here’s what you need to consider.
201 Comments
Trackbacks/Pingbacks
- What Is A Literature Review (In A Dissertation Or Thesis) - Grad Coach - […] the literature review is to inform the choice of methodology for your own research. As we’ve discussed on the Grad Coach blog,…
- Free Download: Research Proposal Template (With Examples) - Grad Coach - […] Research design (methodology) […]
- Dissertation vs Thesis: What's the difference? - Grad Coach - […] and thesis writing on a daily basis – everything from how to find a good research topic to which…
Thank you for this simple yet comprehensive and easy to digest presentation. God Bless!
You’re most welcome, Leo. Best of luck with your research!
I found it very useful. many thanks
This is really directional. A make-easy research knowledge.
Thank you for this, I think will help my research proposal
Thanks for good interpretation,well understood.
Good morning sorry I want to the search topic
Thank u more
Thank you, your explanation is simple and very helpful.
Very educative a.nd exciting platform. A bigger thank you and I’ll like to always be with you
That’s the best analysis
So simple yet so insightful. Thank you.
This really easy to read as it is self-explanatory. Very much appreciated…
Thanks for this. It’s so helpful and explicit. For those elements highlighted in orange, they were good sources of referrals for concepts I didn’t understand. A million thanks for this.
Good morning, I have been reading your research lessons through out a period of times. They are important, impressive and clear. Want to subscribe and be and be active with you.
Thankyou So much Sir Derek…
Good morning thanks so much for the on line lectures am a student of university of Makeni.select a research topic and deliberate on it so that we’ll continue to understand more.sorry that’s a suggestion.
Beautiful presentation. I love it.
please provide a research mehodology example for zoology
It’s very educative and well explained
Thanks for the concise and informative data.
This is really good for students to be safe and well understand that research is all about
Thank you so much Derek sir🖤🙏🤗
Very simple and reliable
This is really helpful. Thanks alot.
God bless you.
very useful, Thank you very much..
thanks a lot
its really useful
in a nutshell..thank you!
Thanks for updating my understanding on this aspect of my Thesis writing.
thank you so much my through this video am competently going to do a good job my thesis
Thanks a lot.
Very simple to understand.
I appreciate 🙏
Very simple but yet insightful
Thank you
This has been an eye opening experience. Thank you grad coach team.
Very useful message for research scholars
Really very helpful thank you
Thank you so much Derek sir🖤🙏🤗
yes you are right and i’m left
Research methodology with a simplest way i have never seen before this article.
wow thank u so much
Good morning thanks so much for the on line lectures am a student of university of Makeni.select a research topic and deliberate on is so that we will continue to understand more.sorry that’s a suggestion.
Very precise and informative.
Thanks for simplifying these terms for us, really appreciate it.
Thanks this has really helped me. It is very easy to understand.
I found the notes and the presentation assisting and opening my understanding on research methodology
Good presentation
Im so glad you clarified my misconceptions. Im now ready to fry my onions. Thank you so much. God bless
Thank you a lot.
thanks for the easy way of learning and desirable presentation.
Thanks a lot. I am inspired
Well written
I am writing a APA Format paper . I using questionnaire with 120 STDs teacher for my participant. Can you write me mthology for this research. Send it through email sent. Just need a sample as an example please. My topic is ” impacts of overcrowding on students learning
Hi Pondris
Thanks for your comment.
We can’t write your methodology for you. If you’re looking for samples, you should be able to find some sample methodologies on Google. Alternatively, you can download some previous dissertations from a dissertation directory and have a look at the methodology chapters therein.
All the best with your research.
Thank you so much for this!! God Bless
Thank you. Explicit explanation
Thank you, Derek and Kerryn, for making this simple to understand. I’m currently at the inception stage of my research.
Thnks a lot , this was very usefull on my assignment
excellent explanation
I’m currently working on my master’s thesis, thanks for this! I’m certain that I will use Qualitative methodology.
Thanks a lot for this concise piece, it was quite relieving and helpful. God bless you BIG…
I am currently doing my dissertation proposal and I am sure that I will do quantitative research. Thank you very much it was extremely helpful.
Very interesting and informative yet I would like to know about examples of Research Questions as well, if possible.
I’m about to submit a research presentation, I have come to understand from your simplification on understanding research methodology. My research will be mixed methodology, qualitative as well as quantitative. So aim and objective of mixed method would be both exploratory and confirmatory.
Thanks you very much for your guidance.
OMG thanks for that, you’re a life saver. You covered all the points I needed. Thank you so much ❤️ ❤️ ❤️
Thank you immensely for this simple, easy to comprehend explanation of data collection methods. I have been stuck here for months 😩. Glad I found your piece. Super insightful.
I’m going to write synopsis which will be quantitative research method and I don’t know how to frame my topic, can I kindly get some ideas..
Thanks for this, I was really struggling.
This was really informative I was struggling but this helped me.
Thanks a lot for this information, simple and straightforward. I’m a last year student from the University of South Africa UNISA South Africa.
its very much informative and understandable. I have enlightened.
Thank you.
An interesting nice exploration of a topic.
Thank you. Accurate and simple🥰
This article was really helpful, it helped me understanding the basic concepts of the topic Research Methodology. The examples were very clear, and easy to understand. I would like to visit this website again. Thank you so much for such a great explanation of the subject.
Thanks dude
Thank you Doctor Derek for this wonderful piece, please help to provide your details for reference purpose. God bless.
Many compliments to you
Great work , thank you very much for the simple explanation
Thank you. I had to give a presentation on this topic. I have looked everywhere on the internet but this is the best and simple explanation.
thank you, its very informative.
Well explained. Now I know my research methodology will be qualitative and exploratory. Thank you so much, keep up the good work
Well explained, thank you very much.
This is good explanation, I have understood the different methods of research. Thanks a lot.
thank you, its very informative.
Great work…very well explanation
Thanks Derek. Kerryn was just fantastic!
Great to hear that, Hyacinth. Best of luck with your research!
Its a good templates very attractive and important to PhD students and lectuter
Thanks for the feedback, Matobela. Good luck with your research methodology.
Thank you. This is really helpful.
You’re very welcome, Elie. Good luck with your research methodology.
Well explained thanks
This is a very helpful site especially for young researchers at college. It provides sufficient information to guide students and equip them with the necessary foundation to ask any other questions aimed at deepening their understanding.
Thanks for the kind words, Edward. Good luck with your research!
Thank you. I have learned a lot.
Great to hear that, Ngwisa. Good luck with your research methodology!
Thank you for keeping your presentation simples and short and covering key information for research methodology.
My key takeaway: Start with defining your research objective the other will depend on the aims of your research question.
My name is Zanele I would like to be assisted with my research , and the topic is shortage of nursing staff globally want are the causes , effects on health, patients and community and also globally
Thanks for making it simple and clear. It greatly helped in understanding research methodology. Regards.
This is well simplified and straight to the point
Thank you Dr
I was given an assignment to research 2 publications and describe their research methodology? I don’t know how to start this task can someone help me?
Hi Dina
Sure. You’re welcome to book an initial consultation with one of our Research Coaches to discuss how we can assist – https://gradcoach.com/book/new/.
Derek
Thanks a lot I am relieved of a heavy burden.keep up with the good work
I’m very much grateful Dr Derek. I’m planning to pursue one of the careers that really needs one to be very much eager to know. There’s a lot of research to do and everything, but since I’ve gotten this information I will use it to the best of my potential.
Thank You
Thank you so much, words are not enough to explain how helpful this session has been for me!
Thanks this has thought me alot.
Very concise and helpful. Thanks a lot
Thank Derek. This is very helpful. Your step by step explanation has made it easier for me to understand different concepts. Now i can get on with my research.
I wish i had come across this sooner. So simple but yet insightful
really nice explanation thank you so much
I’m so grateful finding this site, it’s really helpful…….every term well explained and provide accurate understanding especially to student going into an in-depth research for the very first time, even though my lecturer already explained this topic to the class, I think I got the clear and efficient explanation here, much thanks to the author.
Thank you so much, words are not enough to explain how helpful this session has been for me!
It is very helpful material
I would like to be assisted with my research topic : Literature Review and research methodologies. My topic is : what is the relationship between unemployment and economic growth?
Its really nice and good for us.
THANKS SO MUCH FOR EXPLANATION, ITS VERY CLEAR TO ME WHAT I WILL BE DOING FROM NOW .GREAT READS.
Short but sweet.Thank you
Informative article. Thanks for your detailed information.
I’m currently working on my Ph.D. thesis. Thanks a lot, Derek and Kerryn, Well-organized sequences, facilitate the readers’ following.
great article for someone who does not have any background can even understand
Hi Derek,
I am a bit confused about research design and methodology. Are they the same? If not, what are the differences and how are they related?
Thanks in advance.
Hasan
concise and informative.
Thank you very much
Good day
How can we site this article is Harvard style?
Very well written piece that afforded better understanding of the concept. Thank you!
Am a new researcher trying to learn how best to write a research proposal. I find your article spot on and want to download the free template but finding difficulties. Can u kindly send it to my email, the free download entitled, “Free Download: Research Proposal Template (with Examples)”.
Thanks
Many compliments to you
Thank too much
Thank you very much for your comprehensive explanation about research methodology so I like to thank you again for giving us such great things.
Good very well explained.Thanks for sharing it.
Thank u sir, it is really a good guideline.
so helpful thank you very much.
Thanks for the video it was very explanatory and detailed, easy to comprehend and follow up. please, keep it up the good work
It was very helpful, a well-written document with precise information.
how do i reference this?
MLA
Jansen, Derek, and Kerryn Warren. “What (Exactly) Is Research Methodology?” Grad Coach, June 2021, gradcoach.com/what-is-research-methodology/.
APA
Jansen, D., & Warren, K. (2021, June). What (Exactly) Is Research Methodology? Grad Coach. https://gradcoach.com/what-is-research-methodology/
Your explanation is easily understood. Thank you
Very help article. Now I can go my methodology chapter in my thesis with ease
I feel guided ,Thank you
This simplification is very helpful. It is simple but very educative, thanks ever so much
The write up is informative and educative. It is an academic intellectual representation that every good researcher can find useful. Thanks
Wow, this is wonderful long live.
Nice initiative
thank you the video was helpful to me.
Thank you very much for your simple and clear explanations
I’m really satisfied by the way you did it
By now, I think I can realize a very good article by following your fastidious indications
May God bless you
Thanks very much, it was very concise and informational for a beginner like me to gain an insight into what i am about to undertake. I really appreciate.
very informative sir, it is amazing to understand the meaning of question hidden behind that, and simple language is used other than legislature to understand easily. stay happy.
This one is really amazing. All content in your youtube channel is a very helpful guide for doing research. Thanks, GradCoach.
research methodologies
Please send me more information concerning dissertation research.
Nice piece of knowledge shared….. #Thump_UP
This is amazing, it has said it all. Thanks to Gradcoach
This is wonderful,very elaborate and clear.I hope to reach out for your assistance in my research very soon.
This is the answer I am searching about…
realy thanks a lot
Thank you very much for this awesome, to the point and inclusive article.
Thank you very much
I need validity and reliability explanation I have exams
Thank you for a well explained piece. This will help me going forward.
Very simple and well detailed
Many thanks
This is so very simple yet so very effective and comprehensive. An Excellent piece of work.
I wish I saw this earlier on! Great insights for a beginner(researcher) like me. Thanks a mil!
Thank you very much, for such a simplified, clear and practical step by step both for academic students and general research work. Holistic, effective to use and easy to read step by step. One can easily apply the steps in practical terms and produce a quality document/up-to standard
Thanks for simplifying these terms for us, really appreciated.
Thanks for a great work. well understood .
This was very helpful. It was simple but profound and very easy to understand. Thank you so much!
Great and amazing research guidelines. Best site for learning research
hello sir/ma’am, i didn’t find yet that what type of research methodology i am using. because i am writing my report on CSR and collect all my data from websites and articles so which type of methodology i should write in dissertation report. please help me. i am from India.
how does this really work?
perfect content, thanks a lot
As a researcher, I commend you for the detailed and simplified information on the topic in question. I would like to remain in touch for the sharing of research ideas on other topics.
Thank you
Impressive. Thank you, Grad Coach 😍
Thank you Grad Coach for this piece of information. I have at least learned about the different types of research methodologies.
Very useful content with easy way
Thank you very much for the presentation. I am an MPH student with the Adventist University of Africa. I have successfully completed my theory and starting on my research this July. My topic is “Factors associated with Dental Caries in (one District) in Botswana.
I need help on how to go about this quantitative research
I am so grateful to run across something that was sooo helpful. I have been on my doctorate journey for quite some time. Your breakdown on methodology helped me to refresh my intent. Thank you.
thanks so much for this good lecture. student from university of science and technology, Wudil. Kano Nigeria.
Very precise and informative.
It’s profound easy to understand I appreciate
Thanks a lot for sharing superb information in a detailed but concise manner. It was really helpful and helped a lot in getting into my own research methodology.
Comment * thanks very much
This was sooo helpful for me thank you so much i didn’t even know what i had to write thank you!
You’re most welcome 🙂
Simple and good. Very much helpful. Thank you so much.
This is very good work. I have benefited.
Thank you so much for sharing
This is powerful thank you so much guys
I am nkasa lizwi doing my research proposal on honors with the university of Walter Sisulu Komani I m on part 3 now can you assist me.my topic is: transitional challenges faced by educators in intermediate phase in the Alfred Nzo District.
Appreciate the presentation. Very useful step-by-step guidelines to follow.
I appreciate sir
wow! This is super insightful for me. Thank you!
Indeed this material is very helpful! Kudos writers/authors.
I want to say thank you very much, I got a lot of info and knowledge. Be blessed.
I want present a seminar paper on Optimisation of Deep learning-based models on vulnerability detection in digital transactions.
Need assistance
Dear Sir,
I want to be assisted on my research on Sanitation and Water management in emergencies areas.
I am deeply grateful for the knowledge gained. I will be getting in touch shortly as I want to be assisted in my ongoing research.
Thanks
The information shared is informative, crisp and clear. Kudos Team! And thanks a lot!
hello i want to study
Hello!! Grad coach teams. I am extremely happy in your tutorial or consultation. i am really benefited all material and briefing. Thank you very much for your generous helps. Please keep it up. If you add in your briefing, references for further reading, it will be very nice.
All I have to say is, thank u gyz.
Good, l thanks
thank you, it is very useful
Thank you so much for the insightful tips.
I’ve really appreciated this piece. I’ve searched rigorously but could not find a better and simple explanation like this.