“Research is to see what everybody else has seen and to think what nobody else has thought.”
In an age of high speed internet and a world where anyone can pay $8 to become verified on Twitter, validity of information is more important than ever. So, what’s the underlying difference between sharing facts on a social media post versus making general claims that could potentially spread fake news? Research!
Welcome to Research 101: The road to research. While we may not all be expert in the art of gathering evidence, it’s still important to understand the basics of research hand the nuances of strengthening an idea or argument.
To start off, there are two types of data: quantitative and qualitative. Quantitative data involves collecting data through measurement and number-based data. It is concerned about discovering facts about social phenomenon. Qualitative data on the other hand collects data through participant observation and interviews. It is concerned with understanding human behavior from the informant’s perspective
One example of quantitative research is this 2019 case study on human attention span dwindling. According to Bureau, the human attention span has dropped from 12 seconds in 2000 to just 8 seconds in 2018. This is considered quantitative research because the data collected is includes time, unique eye measurements, and other bio markers. Quantitative data is useful to the mass communication field because it can help transform data into information for decision making. Experts could use quantitative data to describe patterns, relationships, and connections.
Authenticity drives brand affinity for Gen Z: BBC Studios study is one example of qualitative research. The article seeks to answer what preferences and motives Gen Z has as a new generation of purchasing power. The study was conducted via survey and involves collecting participant observations. Qualitative data is useful for researchers to find subtle or complex issues under a more scientific and structured lens. It is also helpful for experts to suggest possible relationships, causes, effects, and dynamics.
While both types of research are vital to the process, it can be argued that qualitative research may be more nuanced than quantitative because it requires immense context and for researchers to be immersed in the field in order to understand the potential themes. Because the subjective nature of qualitative research, it is difficult to replicate. Quantitative research on the other hand aims for objectivity and the design of the study is determined before it begins.
Remember: it's always good idea to double check sources and question the research behind the claims. It could change everything!