Matching Research Objective to Research Method

Some things are better addressed by using surveys. Other questions tend to be more effectively investigated with focus groups. The following graphic illustrates the approximate matchups between objectives and methods. Focus groups tend, on average, to better address the "soft" issues to the left. Survey methods do well for "quantitative" objectives, listed to the right. And, as indicated below, certain objectives could be addressed by either approach. In these cases, choice of method would depend upon specifics of the project.