Learning Material: Social Research Methodology

What is Social Research Methodology?

Social Research is a method used by social scientists and researchers to learn about people and societies so that they can design products/services that cater to various needs of the people. Different socio-economic groups belonging to different parts of a county think differently.

The two main types of research are qualitative research and quantitative research.

There are different ways to conduct a research, using tools such as experiments, surveys, questionnaires, interviews. case studies....

Methodology in the social sciences is usually characterized by the following: 

(1) it defines the information to be analyzed; 

(2) it provides the conceptual tools and procedures necessary to perform an analysis; and 

(3) it sets forth the limits of the analysis.

In planning a study's design, sociologists generally choose from four widely used methods of social investigation: survey, experiment, field research, and textual or secondary data analysis (or use of existing sources).

The difference between these two sources are that :

Primary data sources include information collected and processed directly by the researcher, such as observations, surveys, interviews, and focus groups. 

Secondary data sources include information retrieved through preexisting sources: research articles, Internet or library searches, etc.

The advantage of secondary research is that it is fast, low cost and easy to find. However, its only  provides broader results compared to primary research which offers more detailed, targeted data specific to research objectives.

On occasions when internal secondary research isn't enough you may need to look at research carried out by others outside the organisation. Sources for external secondary research include:

• Periodicals
• Specialist marketing reports i.e. Mintel
• Industry magazines
• Chamber of commerce
• Government statistics
• Internet
• Professional bodies
• Trade associations

In fact, you need to be aware of the limitations the data may have and the problems that could arise if these limitations of such sources can have as consequences, such as:

• Secondary data can be general and vague and may not really help companies with decision making
• The information and data may not be accurate. The source of the data must always be checked
• The data maybe old and out of date
• The sample used to generate the secondary data may be small
• The company publishing the data may not be reputable

For the UK, data sources such as www.mintel.com, www.statistics.gov.uk, www.businessmonitor.co.uk may help to do your research, according to the source cited below.

(Source: https://www.learnmarketing.net/secondaryresearch.htm)

Social Research Methodology, 2nd Edition Roger Gomm Palgrave Macmillan, 448 pages Regular price: $46.00 

Indigenous Research Methodologies Bagele Chilisa SAGE Publications, Inc Our price: $27.00 Regular price:$45.00$ (Source: Coursesmart.com)