Qualitative & Quantitative Methodology Guidance

A methodology chapter is often returned with the same comment: "describe less, justify more". Students explain what they did, but not why that approach suits their question better than the alternatives. This service helps you make and explain those choices, whether your research uses interviews, surveys, experiments, documents or existing datasets.

What it means

Methodology is the reasoning behind your research design. Qualitative approaches, such as interviews, focus groups or document analysis, usually explore meanings, experiences and processes. Quantitative approaches, such as surveys, experiments or analysis of numerical data, usually measure, compare or test relationships. Mixed methods combine both for a stated reason.

We help you understand the options, choose one that fits your question and your practical limits, and explain it clearly. If you have results, we can explain what common terms and outputs mean, so you can interpret your own analysis and defend it.

Problems it addresses

• Choosing a method because it seems easier, rather than because it fits the question
• Confusing methodology (the reasoning) with methods (the tools)
• Sampling decisions that are not explained, or a sample too small for the claims made
• Interview or survey questions that do not connect to the research question
• Unclear explanation of how qualitative data was coded or themes were developed
• Statistical output you can produce but not explain
• Limitations and ethics mentioned briefly at the end instead of discussed honestly

When you might need it

• You are writing a proposal or exposé and must state your planned design.
• You cannot decide between interviews and a survey.
• Your supervisor says your methodology is "not justified" or "too descriptive".
• You have results but are unsure how to report them or what they mean.
• You are preparing to defend your method in a viva, soutenance or oral examination.

How the guidance works

1. Share question and planned method. Send your research question, aims and what you plan to do or have done.
2. Agree scope and quote. We confirm whether guidance covers design choices, draft feedback, results explanation or a combination.
3. Discuss design and justification. We work through fit with your question, sampling, data collection, analysis approach, ethics and limitations.
4. Write your methodology yourself. You draft the chapter or section.
5. Feedback on your draft, if agreed. We comment on clarity, justification and consistency with your question and results.

What to prepare

• Your research question, aims and objectives
• Your proposal or ethics application, if you have one
• Methodology guidelines from your department or thesis template
• Your draft methodology section
• Draft instruments, such as an interview guide or questionnaire you developed
• Anonymised output or coding frameworks you want to understand (never identifiable participant data)

What you receive

Depending on the scope agreed in your quote, this can include:

• an explained overview of the design options that fit your question, with strengths and limits of each
• a list of questions to consider when justifying your sampling, data collection and analysis
• written comments on your methodology draft
• explanations of terms and outputs in your own anonymised results
• a feedback summary
• a discussion by message or call

Outside the scope

• Choosing your method for you
• Collecting data, conducting interviews or distributing surveys
• Running statistical tests, coding qualitative data or producing analysis that is assessed
• Interpreting your findings or writing results and methodology sections
• Inventing, altering or completing data
• Guaranteeing ethics approval or a grade

See our academic integrity page for why the analysis must stay yours.

An illustrative example

Frequently asked questions

Is qualitative research easier than quantitative?

Neither is easier; they are demanding in different ways. Qualitative work needs careful, transparent analysis of text, and quantitative work needs appropriate measures and tests. Choose the one that fits your question.

Can you check my statistical results?

We can explain what common outputs mean and how they are usually reported, so you can check and interpret your own analysis. We do not run or redo it for you.

Where can I learn more first?

Our research proposals guide covers how to present a methodology, and the case studies guide explains one common design.