Qualitative, quantitative or mixed methods: how do I choose?

A Practical Guide to Choosing Your Methods

Knowing the definitions of qualitative, quantitative and mixed methods is one thing; deciding which one to use for your own study is another. In this blog, we'll work through a practical, step-by-step way to make the choice, with examples of how the same topic can lead to different approaches. For an overview of each approach, see our earlier post, Qualitative, quantitative or mixed methods: how do I choose an approach for my PhD?

Step 1: Look at What You Want to Know:

  • Do you want to measure, compare or test something? That points towards quantitative methods.
  • Do you want to understand experiences, meanings or processes in depth? That points towards qualitative methods.
  • Do you need both breadth and depth to answer your question well? That points towards mixed methods.

Step 2: See How One Topic Can Lead to Different Approaches:

  • Topic: working from home and employee wellbeing.
  • Quantitative: "Is there a relationship between days worked from home and reported wellbeing?" A survey with statistical analysis would suit this.
  • Qualitative: "How do employees experience the boundary between work and home life?" In-depth interviews would suit this.
  • Mixed methods: a survey to identify patterns, followed by interviews to explain them.

Step 3: Check What Is Already Known:

  • If there is little research on your topic, an exploratory qualitative study may be the right first step.
  • If established theories and validated measurement scales exist, a quantitative study can test them in your setting.

Step 4: Be Honest About Your Resources:

  • Consider how much time you have, how easily you can reach participants, and which analysis skills you have or can learn.
  • Mixed methods is not automatically better. It needs two sets of skills and careful integration, so choose it only when the question needs it.

Step 5: Test Your Choice:

  • Write one sentence that links your research question to your chosen approach. If you cannot explain the link simply, revisit the choice.
  • Discuss your reasoning with your supervisor before you design your instruments.

Choosing a method is a matter of fit, not fashion. Start with what you want to know, consider what is already known and what resources you have, and make sure you can justify the link between your question and your approach. That reasoning will become the backbone of your methodology chapter.