Sociologists use quantitative methods, such as surveys, official statistics and experiments, to measure patterns, and qualitative methods, such as interviews, participant observation and documents, to understand meanings. The choice depends on theoretical, practical and ethical factors, and many studies combine both. Assessments often ask you to evaluate a method for a specific research issue.
| Approach or method | Strengths | Limitations |
|---|
| Positivism | Objective, reliable, scientific measurement | Misses meanings behind behaviour |
| Interpretivism | Valid understanding of meanings | Less reliable and harder to generalise |
| Questionnaires | Large samples, reliable, comparable | Limited depth, possible response bias |
| Structured interviews | Comparable answers, trained interviewers | Interviewer effect, limited depth |
| Unstructured interviews | Rich, valid data | Time-consuming, hard to compare |
| Participant observation | Insight into real behaviour | Ethical issues, observer effect |
| Official statistics | Cheap, large scale | Socially constructed, may be incomplete |
| Documents | Access to the past and hard-to-reach groups | Authenticity and representativeness |
At A-level, evaluate methods using PET: practical issues (time, cost, access), ethical issues (consent, harm, confidentiality) and theoretical issues (reliability, validity, representativeness). For research design, see research methodology help.