- 31 Dec, 2021
- Resources
- By Roberto Ki
Research Design — Types, Methods & Examples
What Is a Research Design?
A research design is the overarching plan that determines how a research question should be answered. It defines the methods of data collection, the type of data analysis, and the framework within which the research is conducted.
The research design ensures that the results are valid, reliable, and tailored to the research question. It is the foundation of every scientific investigation — whether in business administration, social research, or strategy development.
What Are the Different Types of Research Designs?
There are three main types of research designs, each deployed depending on the research question and the objective of inquiry. Additionally, there is action research as a practice-oriented variant.
Qualitative Research Designs
Qualitative research designs aim to understand phenomena in depth. They work with non-numerical data such as interviews, observations, case studies, and text analyses.
When to use?
- When you want to understand a phenomenon, not just measure it
- When you have exploratory questions (“How?”, “Why?”)
- When context matters
Typical methods: In-depth interviews, focus groups, ethnographic observation, grounded theory, case studies
Quantitative Research Designs
Quantitative research designs work with numerical data and statistical analyses. They aim to test hypotheses, identify patterns, and generalize results.
When to use?
- When you want to test a hypothesis
- When you want to quantify and compare results
- When generalizability is important
Typical methods: Surveys, experiments, statistical analyses, A/B tests
Action Research Designs
Action research connects research with practical change. The researcher is actively involved in the process and works together with participants to develop solutions.
When to use?
- When you want to solve a concrete problem
- When research and practice should be connected
- When participants should be part of the research process
Typical methods: Participatory workshops, iterative cycles (Plan, Act, Observe, Reflect), practice experiments
Which Research Design Is the Right One?
The choice of research design depends on the research question:
| Research question | Recommended type |
|---|---|
| ”How do customers experience our service?” | Qualitative |
| ”What percentage of customers are satisfied?” | Quantitative |
| ”How can we improve the service together?” | Action research |
| ”What drives customer retention?” | Mixed methods (qualitative + quantitative) |
In strategy consulting, we frequently use a combination: qualitative in-depth interviews to identify the bottleneck of the target group, and quantitative analyses to validate the results.
Frequently Asked Questions (FAQ)
What is the difference between research design and research method?
The research design is the overarching plan — it defines the entire framework of the investigation. The research method is the concrete tool within that framework (e.g., interview, survey, experiment). A single design can encompass multiple methods.
When should I use qualitative vs. quantitative research?
Qualitative when you want to understand a phenomenon (How? Why?). Quantitative when you want to measure, compare, or generalize (How much? How often?). In practice, a combination (mixed methods) is often most effective: first explore qualitatively, then validate quantitatively.
What is action research and when is it useful?
Action research connects research with practical change. It is useful when you want to solve a concrete problem and learn from it at the same time. In strategy consulting, it is used to develop solutions together with the client and improve them iteratively.
How do I choose the right research design for my question?
Start with your research question: Is it exploratory (What is happening here?), descriptive (What does it look like?), or explanatory (Why is it happening?)? Exploratory questions require qualitative designs, descriptive ones can use both, and explanatory questions benefit from quantitative designs with hypothesis testing.
What do validity and reliability mean in research design?
Validity means: Does the study actually measure what it is supposed to measure? Reliability means: Does the study produce consistent results when repeated? A good research design ensures both — through clear operationalization, suitable methods, and transparent documentation.
Research Design in Strategy Development
A solid research design is a prerequisite for any well-founded strategy development. Before you formulate a business strategy, you need robust data — and for that you need the right research design.
The Engpasskonzentrierte Strategie (EKS®), developed by Wolfgang Mewes, particularly benefits from a systematic research approach: Identifying the bottleneck requires both qualitative (interviews with the target group) and quantitative methods (market data, surveys).
Further resources:
- What is a business strategy?
- Starting strategy development — 7 Phases
- Engpasskonzentrierte Strategie — Definition & Application
- EKS PDFs and academic papers
