research methods and experimental design

Experimental Design: Types, Examples & Methods

Saul McLeod, PhD

Editor-in-Chief for Simply Psychology

BSc (Hons) Psychology, MRes, PhD, University of Manchester

Saul McLeod, PhD., is a qualified psychology teacher with over 18 years of experience in further and higher education. He has been published in peer-reviewed journals, including the Journal of Clinical Psychology.

Learn about our Editorial Process

Olivia Guy-Evans, MSc

Associate Editor for Simply Psychology

BSc (Hons) Psychology, MSc Psychology of Education

Olivia Guy-Evans is a writer and associate editor for Simply Psychology. She has previously worked in healthcare and educational sectors.

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Experimental design refers to how participants are allocated to different groups in an experiment. Types of design include repeated measures, independent groups, and matched pairs designs.

Probably the most common way to design an experiment in psychology is to divide the participants into two groups, the experimental group and the control group, and then introduce a change to the experimental group, not the control group.

The researcher must decide how he/she will allocate their sample to the different experimental groups.  For example, if there are 10 participants, will all 10 participants participate in both groups (e.g., repeated measures), or will the participants be split in half and take part in only one group each?

Three types of experimental designs are commonly used:

1. Independent Measures

Independent measures design, also known as between-groups , is an experimental design where different participants are used in each condition of the independent variable.  This means that each condition of the experiment includes a different group of participants.

This should be done by random allocation, ensuring that each participant has an equal chance of being assigned to one group.

Independent measures involve using two separate groups of participants, one in each condition. For example:

• Con : More people are needed than with the repeated measures design (i.e., more time-consuming).
• Pro : Avoids order effects (such as practice or fatigue) as people participate in one condition only.  If a person is involved in several conditions, they may become bored, tired, and fed up by the time they come to the second condition or become wise to the requirements of the experiment!
• Con : Differences between participants in the groups may affect results, for example, variations in age, gender, or social background.  These differences are known as participant variables (i.e., a type of extraneous variable ).
• Control : After the participants have been recruited, they should be randomly assigned to their groups. This should ensure the groups are similar, on average (reducing participant variables).

2. Repeated Measures Design

Repeated Measures design is an experimental design where the same participants participate in each independent variable condition.  This means that each experiment condition includes the same group of participants.

Repeated Measures design is also known as within-groups or within-subjects design .

• Pro : As the same participants are used in each condition, participant variables (i.e., individual differences) are reduced.
• Con : There may be order effects. Order effects refer to the order of the conditions affecting the participants’ behavior.  Performance in the second condition may be better because the participants know what to do (i.e., practice effect).  Or their performance might be worse in the second condition because they are tired (i.e., fatigue effect). This limitation can be controlled using counterbalancing.
• Pro : Fewer people are needed as they participate in all conditions (i.e., saves time).
• Control : To combat order effects, the researcher counter-balances the order of the conditions for the participants.  Alternating the order in which participants perform in different conditions of an experiment.

Counterbalancing

Suppose we used a repeated measures design in which all of the participants first learned words in “loud noise” and then learned them in “no noise.”

We expect the participants to learn better in “no noise” because of order effects, such as practice. However, a researcher can control for order effects using counterbalancing.

The sample would be split into two groups: experimental (A) and control (B).  For example, group 1 does ‘A’ then ‘B,’ and group 2 does ‘B’ then ‘A.’ This is to eliminate order effects.

Although order effects occur for each participant, they balance each other out in the results because they occur equally in both groups.

3. Matched Pairs Design

A matched pairs design is an experimental design where pairs of participants are matched in terms of key variables, such as age or socioeconomic status. One member of each pair is then placed into the experimental group and the other member into the control group .

One member of each matched pair must be randomly assigned to the experimental group and the other to the control group.

• Con : If one participant drops out, you lose 2 PPs’ data.
• Pro : Reduces participant variables because the researcher has tried to pair up the participants so that each condition has people with similar abilities and characteristics.
• Con : Very time-consuming trying to find closely matched pairs.
• Pro : It avoids order effects, so counterbalancing is not necessary.
• Con : Impossible to match people exactly unless they are identical twins!
• Control : Members of each pair should be randomly assigned to conditions. However, this does not solve all these problems.

Experimental design refers to how participants are allocated to an experiment’s different conditions (or IV levels). There are three types:

1. Independent measures / between-groups : Different participants are used in each condition of the independent variable.

2. Repeated measures /within groups : The same participants take part in each condition of the independent variable.

3. Matched pairs : Each condition uses different participants, but they are matched in terms of important characteristics, e.g., gender, age, intelligence, etc.

Learning Check

Read about each of the experiments below. For each experiment, identify (1) which experimental design was used; and (2) why the researcher might have used that design.

1 . To compare the effectiveness of two different types of therapy for depression, depressed patients were assigned to receive either cognitive therapy or behavior therapy for a 12-week period.

The researchers attempted to ensure that the patients in the two groups had similar severity of depressed symptoms by administering a standardized test of depression to each participant, then pairing them according to the severity of their symptoms.

2 . To assess the difference in reading comprehension between 7 and 9-year-olds, a researcher recruited each group from a local primary school. They were given the same passage of text to read and then asked a series of questions to assess their understanding.

3 . To assess the effectiveness of two different ways of teaching reading, a group of 5-year-olds was recruited from a primary school. Their level of reading ability was assessed, and then they were taught using scheme one for 20 weeks.

At the end of this period, their reading was reassessed, and a reading improvement score was calculated. They were then taught using scheme two for a further 20 weeks, and another reading improvement score for this period was calculated. The reading improvement scores for each child were then compared.

4 . To assess the effect of the organization on recall, a researcher randomly assigned student volunteers to two conditions.

Condition one attempted to recall a list of words that were organized into meaningful categories; condition two attempted to recall the same words, randomly grouped on the page.

Experiment Terminology

Ecological validity.

The degree to which an investigation represents real-life experiences.

Experimenter effects

These are the ways that the experimenter can accidentally influence the participant through their appearance or behavior.

Demand characteristics

The clues in an experiment lead the participants to think they know what the researcher is looking for (e.g., the experimenter’s body language).

Independent variable (IV)

The variable the experimenter manipulates (i.e., changes) is assumed to have a direct effect on the dependent variable.

Dependent variable (DV)

Variable the experimenter measures. This is the outcome (i.e., the result) of a study.

Extraneous variables (EV)

All variables which are not independent variables but could affect the results (DV) of the experiment. Extraneous variables should be controlled where possible.

Confounding variables

Variable(s) that have affected the results (DV), apart from the IV. A confounding variable could be an extraneous variable that has not been controlled.

Random Allocation

Randomly allocating participants to independent variable conditions means that all participants should have an equal chance of taking part in each condition.

The principle of random allocation is to avoid bias in how the experiment is carried out and limit the effects of participant variables.

Order effects

Changes in participants’ performance due to their repeating the same or similar test more than once. Examples of order effects include:

(i) practice effect: an improvement in performance on a task due to repetition, for example, because of familiarity with the task;

(ii) fatigue effect: a decrease in performance of a task due to repetition, for example, because of boredom or tiredness.

Experimental Research Design — 6 mistakes you should never make!

Since school days’ students perform scientific experiments that provide results that define and prove the laws and theorems in science. These experiments are laid on a strong foundation of experimental research designs.

An experimental research design helps researchers execute their research objectives with more clarity and transparency.

In this article, we will not only discuss the key aspects of experimental research designs but also the issues to avoid and problems to resolve while designing your research study.

Table of Contents

What Is Experimental Research Design?

Experimental research design is a framework of protocols and procedures created to conduct experimental research with a scientific approach using two sets of variables. Herein, the first set of variables acts as a constant, used to measure the differences of the second set. The best example of experimental research methods is quantitative research .

Experimental research helps a researcher gather the necessary data for making better research decisions and determining the facts of a research study.

When Can a Researcher Conduct Experimental Research?

A researcher can conduct experimental research in the following situations —

• When time is an important factor in establishing a relationship between the cause and effect.
• When there is an invariable or never-changing behavior between the cause and effect.
• Finally, when the researcher wishes to understand the importance of the cause and effect.

Importance of Experimental Research Design

To publish significant results, choosing a quality research design forms the foundation to build the research study. Moreover, effective research design helps establish quality decision-making procedures, structures the research to lead to easier data analysis, and addresses the main research question. Therefore, it is essential to cater undivided attention and time to create an experimental research design before beginning the practical experiment.

By creating a research design, a researcher is also giving oneself time to organize the research, set up relevant boundaries for the study, and increase the reliability of the results. Through all these efforts, one could also avoid inconclusive results. If any part of the research design is flawed, it will reflect on the quality of the results derived.

Types of Experimental Research Designs

Based on the methods used to collect data in experimental studies, the experimental research designs are of three primary types:

1. Pre-experimental Research Design

A research study could conduct pre-experimental research design when a group or many groups are under observation after implementing factors of cause and effect of the research. The pre-experimental design will help researchers understand whether further investigation is necessary for the groups under observation.

Pre-experimental research is of three types —

• One-shot Case Study Research Design
• One-group Pretest-posttest Research Design
• Static-group Comparison

2. True Experimental Research Design

A true experimental research design relies on statistical analysis to prove or disprove a researcher’s hypothesis. It is one of the most accurate forms of research because it provides specific scientific evidence. Furthermore, out of all the types of experimental designs, only a true experimental design can establish a cause-effect relationship within a group. However, in a true experiment, a researcher must satisfy these three factors —

• There is a control group that is not subjected to changes and an experimental group that will experience the changed variables
• A variable that can be manipulated by the researcher
• Random distribution of the variables

This type of experimental research is commonly observed in the physical sciences.

3. Quasi-experimental Research Design

The word “Quasi” means similarity. A quasi-experimental design is similar to a true experimental design. However, the difference between the two is the assignment of the control group. In this research design, an independent variable is manipulated, but the participants of a group are not randomly assigned. This type of research design is used in field settings where random assignment is either irrelevant or not required.

The classification of the research subjects, conditions, or groups determines the type of research design to be used.

Advantages of Experimental Research

Experimental research allows you to test your idea in a controlled environment before taking the research to clinical trials. Moreover, it provides the best method to test your theory because of the following advantages:

• Researchers have firm control over variables to obtain results.
• The subject does not impact the effectiveness of experimental research. Anyone can implement it for research purposes.
• The results are specific.
• Post results analysis, research findings from the same dataset can be repurposed for similar research ideas.
• Researchers can identify the cause and effect of the hypothesis and further analyze this relationship to determine in-depth ideas.
• Experimental research makes an ideal starting point. The collected data could be used as a foundation to build new research ideas for further studies.

6 Mistakes to Avoid While Designing Your Research

There is no order to this list, and any one of these issues can seriously compromise the quality of your research. You could refer to the list as a checklist of what to avoid while designing your research.

1. Invalid Theoretical Framework

Usually, researchers miss out on checking if their hypothesis is logical to be tested. If your research design does not have basic assumptions or postulates, then it is fundamentally flawed and you need to rework on your research framework.

2. Inadequate Literature Study

Without a comprehensive research literature review , it is difficult to identify and fill the knowledge and information gaps. Furthermore, you need to clearly state how your research will contribute to the research field, either by adding value to the pertinent literature or challenging previous findings and assumptions.

3. Insufficient or Incorrect Statistical Analysis

Statistical results are one of the most trusted scientific evidence. The ultimate goal of a research experiment is to gain valid and sustainable evidence. Therefore, incorrect statistical analysis could affect the quality of any quantitative research.

4. Undefined Research Problem

This is one of the most basic aspects of research design. The research problem statement must be clear and to do that, you must set the framework for the development of research questions that address the core problems.

5. Research Limitations

Every study has some type of limitations . You should anticipate and incorporate those limitations into your conclusion, as well as the basic research design. Include a statement in your manuscript about any perceived limitations, and how you considered them while designing your experiment and drawing the conclusion.

6. Ethical Implications

The most important yet less talked about topic is the ethical issue. Your research design must include ways to minimize any risk for your participants and also address the research problem or question at hand. If you cannot manage the ethical norms along with your research study, your research objectives and validity could be questioned.

Experimental Research Design Example

In an experimental design, a researcher gathers plant samples and then randomly assigns half the samples to photosynthesize in sunlight and the other half to be kept in a dark box without sunlight, while controlling all the other variables (nutrients, water, soil, etc.)

By comparing their outcomes in biochemical tests, the researcher can confirm that the changes in the plants were due to the sunlight and not the other variables.

Experimental research is often the final form of a study conducted in the research process which is considered to provide conclusive and specific results. But it is not meant for every research. It involves a lot of resources, time, and money and is not easy to conduct, unless a foundation of research is built. Yet it is widely used in research institutes and commercial industries, for its most conclusive results in the scientific approach.

Have you worked on research designs? How was your experience creating an experimental design? What difficulties did you face? Do write to us or comment below and share your insights on experimental research designs!

Frequently Asked Questions

Randomization is important in an experimental research because it ensures unbiased results of the experiment. It also measures the cause-effect relationship on a particular group of interest.

Experimental research design lay the foundation of a research and structures the research to establish quality decision making process.

There are 3 types of experimental research designs. These are pre-experimental research design, true experimental research design, and quasi experimental research design.

The difference between an experimental and a quasi-experimental design are: 1. The assignment of the control group in quasi experimental research is non-random, unlike true experimental design, which is randomly assigned. 2. Experimental research group always has a control group; on the other hand, it may not be always present in quasi experimental research.

Experimental research establishes a cause-effect relationship by testing a theory or hypothesis using experimental groups or control variables. In contrast, descriptive research describes a study or a topic by defining the variables under it and answering the questions related to the same.

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• A Quick Guide to Experimental Design | 5 Steps & Examples

A Quick Guide to Experimental Design | 5 Steps & Examples

Published on 11 April 2022 by Rebecca Bevans . Revised on 5 December 2022.

Experiments are used to study causal relationships . You manipulate one or more independent variables and measure their effect on one or more dependent variables.

Experimental design means creating a set of procedures to systematically test a hypothesis . A good experimental design requires a strong understanding of the system you are studying. 

There are five key steps in designing an experiment:

• Consider your variables and how they are related
• Write a specific, testable hypothesis
• Design experimental treatments to manipulate your independent variable
• Assign subjects to groups, either between-subjects or within-subjects
• Plan how you will measure your dependent variable

For valid conclusions, you also need to select a representative sample and control any  extraneous variables that might influence your results. If if random assignment of participants to control and treatment groups is impossible, unethical, or highly difficult, consider an observational study instead.

Table of contents

Step 1: define your variables, step 2: write your hypothesis, step 3: design your experimental treatments, step 4: assign your subjects to treatment groups, step 5: measure your dependent variable, frequently asked questions about experimental design.

You should begin with a specific research question . We will work with two research question examples, one from health sciences and one from ecology:

To translate your research question into an experimental hypothesis, you need to define the main variables and make predictions about how they are related.

Start by simply listing the independent and dependent variables .

Then you need to think about possible extraneous and confounding variables and consider how you might control  them in your experiment.

Finally, you can put these variables together into a diagram. Use arrows to show the possible relationships between variables and include signs to show the expected direction of the relationships.

Here we predict that increasing temperature will increase soil respiration and decrease soil moisture, while decreasing soil moisture will lead to decreased soil respiration.

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Now that you have a strong conceptual understanding of the system you are studying, you should be able to write a specific, testable hypothesis that addresses your research question.

The next steps will describe how to design a controlled experiment . In a controlled experiment, you must be able to:

• Systematically and precisely manipulate the independent variable(s).
• Precisely measure the dependent variable(s).
• Control any potential confounding variables.

If your study system doesn’t match these criteria, there are other types of research you can use to answer your research question.

How you manipulate the independent variable can affect the experiment’s external validity – that is, the extent to which the results can be generalised and applied to the broader world.

First, you may need to decide how widely to vary your independent variable.

• just slightly above the natural range for your study region.
• over a wider range of temperatures to mimic future warming.
• over an extreme range that is beyond any possible natural variation.

Second, you may need to choose how finely to vary your independent variable. Sometimes this choice is made for you by your experimental system, but often you will need to decide, and this will affect how much you can infer from your results.

• a categorical variable : either as binary (yes/no) or as levels of a factor (no phone use, low phone use, high phone use).
• a continuous variable (minutes of phone use measured every night).

How you apply your experimental treatments to your test subjects is crucial for obtaining valid and reliable results.

First, you need to consider the study size : how many individuals will be included in the experiment? In general, the more subjects you include, the greater your experiment’s statistical power , which determines how much confidence you can have in your results.

Then you need to randomly assign your subjects to treatment groups . Each group receives a different level of the treatment (e.g. no phone use, low phone use, high phone use).

You should also include a control group , which receives no treatment. The control group tells us what would have happened to your test subjects without any experimental intervention.

When assigning your subjects to groups, there are two main choices you need to make:

• A completely randomised design vs a randomised block design .
• A between-subjects design vs a within-subjects design .

Randomisation

An experiment can be completely randomised or randomised within blocks (aka strata):

• In a completely randomised design , every subject is assigned to a treatment group at random.
• In a randomised block design (aka stratified random design), subjects are first grouped according to a characteristic they share, and then randomly assigned to treatments within those groups.

Sometimes randomisation isn’t practical or ethical , so researchers create partially-random or even non-random designs. An experimental design where treatments aren’t randomly assigned is called a quasi-experimental design .

Between-subjects vs within-subjects

In a between-subjects design (also known as an independent measures design or classic ANOVA design), individuals receive only one of the possible levels of an experimental treatment.

In medical or social research, you might also use matched pairs within your between-subjects design to make sure that each treatment group contains the same variety of test subjects in the same proportions.

In a within-subjects design (also known as a repeated measures design), every individual receives each of the experimental treatments consecutively, and their responses to each treatment are measured.

Within-subjects or repeated measures can also refer to an experimental design where an effect emerges over time, and individual responses are measured over time in order to measure this effect as it emerges.

Counterbalancing (randomising or reversing the order of treatments among subjects) is often used in within-subjects designs to ensure that the order of treatment application doesn’t influence the results of the experiment.

Finally, you need to decide how you’ll collect data on your dependent variable outcomes. You should aim for reliable and valid measurements that minimise bias or error.

Some variables, like temperature, can be objectively measured with scientific instruments. Others may need to be operationalised to turn them into measurable observations.

• Ask participants to record what time they go to sleep and get up each day.
• Ask participants to wear a sleep tracker.

How precisely you measure your dependent variable also affects the kinds of statistical analysis you can use on your data.

Experiments are always context-dependent, and a good experimental design will take into account all of the unique considerations of your study system to produce information that is both valid and relevant to your research question.

Experimental designs are a set of procedures that you plan in order to examine the relationship between variables that interest you.

To design a successful experiment, first identify:

• A testable hypothesis
• One or more independent variables that you will manipulate
• One or more dependent variables that you will measure

When designing the experiment, first decide:

• How your variable(s) will be manipulated
• How you will control for any potential confounding or lurking variables
• How many subjects you will include
• How you will assign treatments to your subjects

The key difference between observational studies and experiments is that, done correctly, an observational study will never influence the responses or behaviours of participants. Experimental designs will have a treatment condition applied to at least a portion of participants.

A confounding variable , also called a confounder or confounding factor, is a third variable in a study examining a potential cause-and-effect relationship.

A confounding variable is related to both the supposed cause and the supposed effect of the study. It can be difficult to separate the true effect of the independent variable from the effect of the confounding variable.

In your research design , it’s important to identify potential confounding variables and plan how you will reduce their impact.

In a between-subjects design , every participant experiences only one condition, and researchers assess group differences between participants in various conditions.

In a within-subjects design , each participant experiences all conditions, and researchers test the same participants repeatedly for differences between conditions.

The word ‘between’ means that you’re comparing different conditions between groups, while the word ‘within’ means you’re comparing different conditions within the same group.

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Statistics By Jim

Making statistics intuitive

Experimental Design: Definition and Types

By Jim Frost 3 Comments

What is Experimental Design?

An experimental design is a detailed plan for collecting and using data to identify causal relationships. Through careful planning, the design of experiments allows your data collection efforts to have a reasonable chance of detecting effects and testing hypotheses that answer your research questions.

An experiment is a data collection procedure that occurs in controlled conditions to identify and understand causal relationships between variables. Researchers can use many potential designs. The ultimate choice depends on their research question, resources, goals, and constraints. In some fields of study, researchers refer to experimental design as the design of experiments (DOE). Both terms are synonymous.

Ultimately, the design of experiments helps ensure that your procedures and data will evaluate your research question effectively. Without an experimental design, you might waste your efforts in a process that, for many potential reasons, can’t answer your research question. In short, it helps you trust your results.

Learn more about Independent and Dependent Variables .

Design of Experiments: Goals & Settings

Experiments occur in many settings, ranging from psychology, social sciences, medicine, physics, engineering, and industrial and service sectors. Typically, experimental goals are to discover a previously unknown effect , confirm a known effect, or test a hypothesis.

Effects represent causal relationships between variables. For example, in a medical experiment, does the new medicine cause an improvement in health outcomes? If so, the medicine has a causal effect on the outcome.

An experimental design’s focus depends on the subject area and can include the following goals:

• Understanding the relationships between variables.
• Identifying the variables that have the largest impact on the outcomes.
• Finding the input variable settings that produce an optimal result.

For example, psychologists have conducted experiments to understand how conformity affects decision-making. Sociologists have performed experiments to determine whether ethnicity affects the public reaction to staged bike thefts. These experiments map out the causal relationships between variables, and their primary goal is to understand the role of various factors.

Conversely, in a manufacturing environment, the researchers might use an experimental design to find the factors that most effectively improve their product’s strength, identify the optimal manufacturing settings, and do all that while accounting for various constraints. In short, a manufacturer’s goal is often to use experiments to improve their products cost-effectively.

In a medical experiment, the goal might be to quantify the medicine’s effect and find the optimum dosage.

Developing an Experimental Design

Developing an experimental design involves planning that maximizes the potential to collect data that is both trustworthy and able to detect causal relationships. Specifically, these studies aim to see effects when they exist in the population the researchers are studying, preferentially favor causal effects, isolate each factor’s true effect from potential confounders, and produce conclusions that you can generalize to the real world.

To accomplish these goals, experimental designs carefully manage data validity and reliability , and internal and external experimental validity. When your experiment is valid and reliable, you can expect your procedures and data to produce trustworthy results.

An excellent experimental design involves the following:

• Lots of preplanning.
• Developing experimental treatments.
• Determining how to assign subjects to treatment groups.

The remainder of this article focuses on how experimental designs incorporate these essential items to accomplish their research goals.

Learn more about Data Reliability vs. Validity and Internal and External Experimental Validity .

Preplanning, Defining, and Operationalizing for Design of Experiments

This phase of the design of experiments helps you identify critical variables, know how to measure them while ensuring reliability and validity, and understand the relationships between them. The review can also help you find ways to reduce sources of variability, which increases your ability to detect treatment effects. Notably, the literature review allows you to learn how similar studies designed their experiments and the challenges they faced.

Operationalizing a study involves taking your research question, using the background information you gathered, and formulating an actionable plan.

This process should produce a specific and testable hypothesis using data that you can reasonably collect given the resources available to the experiment.

• Null hypothesis : The jumping exercise intervention does not affect bone density.
• Alternative hypothesis : The jumping exercise intervention affects bone density.

To learn more about this early phase, read Five Steps for Conducting Scientific Studies with Statistical Analyses .

Formulating Treatments in Experimental Designs

In an experimental design, treatments are variables that the researchers control. They are the primary independent variables of interest. Researchers administer the treatment to the subjects or items in the experiment and want to know whether it causes changes in the outcome.

As the name implies, a treatment can be medical in nature, such as a new medicine or vaccine. But it’s a general term that applies to other things such as training programs, manufacturing settings, teaching methods, and types of fertilizers. I helped run an experiment where the treatment was a jumping exercise intervention that we hoped would increase bone density. All these treatment examples are things that potentially influence a measurable outcome.

Even when you know your treatment generally, you must carefully consider the amount. How large of a dose? If you’re comparing three different temperatures in a manufacturing process, how far apart are they? For my bone mineral density study, we had to determine how frequently the exercise sessions would occur and how long each lasted.

How you define the treatments in the design of experiments can affect your findings and the generalizability of your results.

Assigning Subjects to Experimental Groups

A crucial decision for all experimental designs is determining how researchers assign subjects to the experimental conditions—the treatment and control groups. The control group is often, but not always, the lack of a treatment. It serves as a basis for comparison by showing outcomes for subjects who don’t receive a treatment. Learn more about Control Groups .

How your experimental design assigns subjects to the groups affects how confident you can be that the findings represent true causal effects rather than mere correlation caused by confounders. Indeed, the assignment method influences how you control for confounding variables. This is the difference between correlation and causation .

Imagine a study finds that vitamin consumption correlates with better health outcomes. As a researcher, you want to be able to say that vitamin consumption causes the improvements. However, with the wrong experimental design, you might only be able to say there is an association. A confounder, and not the vitamins, might actually cause the health benefits.

Let’s explore some of the ways to assign subjects in design of experiments.

Completely Randomized Designs

A completely randomized experimental design randomly assigns all subjects to the treatment and control groups. You simply take each participant and use a random process to determine their group assignment. You can flip coins, roll a die, or use a computer. Randomized experiments must be prospective studies because they need to be able to control group assignment.

Random assignment in the design of experiments helps ensure that the groups are roughly equivalent at the beginning of the study. This equivalence at the start increases your confidence that any differences you see at the end were caused by the treatments. The randomization tends to equalize confounders between the experimental groups and, thereby, cancels out their effects, leaving only the treatment effects.

For example, in a vitamin study, the researchers can randomly assign participants to either the control or vitamin group. Because the groups are approximately equal when the experiment starts, if the health outcomes are different at the end of the study, the researchers can be confident that the vitamins caused those improvements.

Statisticians consider randomized experimental designs to be the best for identifying causal relationships.

If you can’t randomly assign subjects but want to draw causal conclusions about an intervention, consider using a quasi-experimental design .

Learn more about Randomized Controlled Trials and Random Assignment in Experiments .

Randomized Block Designs

Nuisance factors are variables that can affect the outcome, but they are not the researcher’s primary interest. Unfortunately, they can hide or distort the treatment results. When experimenters know about specific nuisance factors, they can use a randomized block design to minimize their impact.

This experimental design takes subjects with a shared “nuisance” characteristic and groups them into blocks. The participants in each block are then randomly assigned to the experimental groups. This process allows the experiment to control for known nuisance factors.

Blocking in the design of experiments reduces the impact of nuisance factors on experimental error. The analysis assesses the effects of the treatment within each block, which removes the variability between blocks. The result is that blocked experimental designs can reduce the impact of nuisance variables, increasing the ability to detect treatment effects accurately.

Suppose you’re testing various teaching methods. Because grade level likely affects educational outcomes, you might use grade level as a blocking factor. To use a randomized block design for this scenario, divide the participants by grade level and then randomly assign the members of each grade level to the experimental groups.

A standard guideline for an experimental design is to “Block what you can, randomize what you cannot.” Use blocking for a few primary nuisance factors. Then use random assignment to distribute the unblocked nuisance factors equally between the experimental conditions.

You can also use covariates to control nuisance factors. Learn about Covariates: Definition and Uses .

Observational Studies

In some experimental designs, randomly assigning subjects to the experimental conditions is impossible or unethical. The researchers simply can’t assign participants to the experimental groups. However, they can observe them in their natural groupings, measure the essential variables, and look for correlations. These observational studies are also known as quasi-experimental designs. Retrospective studies must be observational in nature because they look back at past events.

Imagine you’re studying the effects of depression on an activity. Clearly, you can’t randomly assign participants to the depression and control groups. But you can observe participants with and without depression and see how their task performance differs.

Observational studies let you perform research when you can’t control the treatment. However, quasi-experimental designs increase the problem of confounding variables. For this design of experiments, correlation does not necessarily imply causation. While special procedures can help control confounders in an observational study, you’re ultimately less confident that the results represent causal findings.

Learn more about Observational Studies .

For a good comparison, learn about the differences and tradeoffs between Observational Studies and Randomized Experiments .

Between-Subjects vs. Within-Subjects Experimental Designs

When you think of the design of experiments, you probably picture a treatment and control group. Researchers assign participants to only one of these groups, so each group contains entirely different subjects than the other groups. Analysts compare the groups at the end of the experiment. Statisticians refer to this method as a between-subjects, or independent measures, experimental design.

In a between-subjects design , you can have more than one treatment group, but each subject is exposed to only one condition, the control group or one of the treatment groups.

A potential downside to this approach is that differences between groups at the beginning can affect the results at the end. As you’ve read earlier, random assignment can reduce those differences, but it is imperfect. There will always be some variability between the groups.

In a  within-subjects experimental design , also known as repeated measures, subjects experience all treatment conditions and are measured for each. Each subject acts as their own control, which reduces variability and increases the statistical power to detect effects.

In this experimental design, you minimize pre-existing differences between the experimental conditions because they all contain the same subjects. However, the order of treatments can affect the results. Beware of practice and fatigue effects. Learn more about Repeated Measures Designs .

Design of Experiments Examples

For example, a bone density study has three experimental groups—a control group, a stretching exercise group, and a jumping exercise group.

In a between-subjects experimental design, scientists randomly assign each participant to one of the three groups.

In a within-subjects design, all subjects experience the three conditions sequentially while the researchers measure bone density repeatedly. The procedure can switch the order of treatments for the participants to help reduce order effects.

Matched Pairs Experimental Design

A matched pairs experimental design is a between-subjects study that uses pairs of similar subjects. Researchers use this approach to reduce pre-existing differences between experimental groups. It’s yet another design of experiments method for reducing sources of variability.

Researchers identify variables likely to affect the outcome, such as demographics. When they pick a subject with a set of characteristics, they try to locate another participant with similar attributes to create a matched pair. Scientists randomly assign one member of a pair to the treatment group and the other to the control group.

On the plus side, this process creates two similar groups, and it doesn’t create treatment order effects. While matched pairs do not produce the perfectly matched groups of a within-subjects design (which uses the same subjects in all conditions), it aims to reduce variability between groups relative to a between-subjects study.

On the downside, finding matched pairs is very time-consuming. Additionally, if one member of a matched pair drops out, the other subject must leave the study too.

Learn more about Matched Pairs Design: Uses & Examples .

Another consideration is whether you’ll use a cross-sectional design (one point in time) or use a longitudinal study to track changes over time .

A case study is a research method that often serves as a precursor to a more rigorous experimental design by identifying research questions, variables, and hypotheses to test. Learn more about What is a Case Study? Definition & Examples .

In conclusion, the design of experiments is extremely sensitive to subject area concerns and the time and resources available to the researchers. Developing a suitable experimental design requires balancing a multitude of considerations. A successful design is necessary to obtain trustworthy answers to your research question and to have a reasonable chance of detecting treatment effects when they exist.

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March 23, 2024 at 2:35 pm

Dear Jim You wrote a superb document, I will use it in my Buistatistics course, along with your three books. Thank you very much! Miguel

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Thanks so much, Miguel! Glad this post was helpful and I trust the books will be as well.

April 10, 2023 at 4:36 am

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10 Experimental research

Experimental research—often considered to be the ‘gold standard’ in research designs—is one of the most rigorous of all research designs. In this design, one or more independent variables are manipulated by the researcher (as treatments), subjects are randomly assigned to different treatment levels (random assignment), and the results of the treatments on outcomes (dependent variables) are observed. The unique strength of experimental research is its internal validity (causality) due to its ability to link cause and effect through treatment manipulation, while controlling for the spurious effect of extraneous variable.

Experimental research is best suited for explanatory research—rather than for descriptive or exploratory research—where the goal of the study is to examine cause-effect relationships. It also works well for research that involves a relatively limited and well-defined set of independent variables that can either be manipulated or controlled. Experimental research can be conducted in laboratory or field settings. Laboratory experiments , conducted in laboratory (artificial) settings, tend to be high in internal validity, but this comes at the cost of low external validity (generalisability), because the artificial (laboratory) setting in which the study is conducted may not reflect the real world. Field experiments are conducted in field settings such as in a real organisation, and are high in both internal and external validity. But such experiments are relatively rare, because of the difficulties associated with manipulating treatments and controlling for extraneous effects in a field setting.

Experimental research can be grouped into two broad categories: true experimental designs and quasi-experimental designs. Both designs require treatment manipulation, but while true experiments also require random assignment, quasi-experiments do not. Sometimes, we also refer to non-experimental research, which is not really a research design, but an all-inclusive term that includes all types of research that do not employ treatment manipulation or random assignment, such as survey research, observational research, and correlational studies.

Basic concepts

Treatment and control groups. In experimental research, some subjects are administered one or more experimental stimulus called a treatment (the treatment group ) while other subjects are not given such a stimulus (the control group ). The treatment may be considered successful if subjects in the treatment group rate more favourably on outcome variables than control group subjects. Multiple levels of experimental stimulus may be administered, in which case, there may be more than one treatment group. For example, in order to test the effects of a new drug intended to treat a certain medical condition like dementia, if a sample of dementia patients is randomly divided into three groups, with the first group receiving a high dosage of the drug, the second group receiving a low dosage, and the third group receiving a placebo such as a sugar pill (control group), then the first two groups are experimental groups and the third group is a control group. After administering the drug for a period of time, if the condition of the experimental group subjects improved significantly more than the control group subjects, we can say that the drug is effective. We can also compare the conditions of the high and low dosage experimental groups to determine if the high dose is more effective than the low dose.

Treatment manipulation. Treatments are the unique feature of experimental research that sets this design apart from all other research methods. Treatment manipulation helps control for the ‘cause’ in cause-effect relationships. Naturally, the validity of experimental research depends on how well the treatment was manipulated. Treatment manipulation must be checked using pretests and pilot tests prior to the experimental study. Any measurements conducted before the treatment is administered are called pretest measures , while those conducted after the treatment are posttest measures .

Random selection and assignment. Random selection is the process of randomly drawing a sample from a population or a sampling frame. This approach is typically employed in survey research, and ensures that each unit in the population has a positive chance of being selected into the sample. Random assignment, however, is a process of randomly assigning subjects to experimental or control groups. This is a standard practice in true experimental research to ensure that treatment groups are similar (equivalent) to each other and to the control group prior to treatment administration. Random selection is related to sampling, and is therefore more closely related to the external validity (generalisability) of findings. However, random assignment is related to design, and is therefore most related to internal validity. It is possible to have both random selection and random assignment in well-designed experimental research, but quasi-experimental research involves neither random selection nor random assignment.

Threats to internal validity. Although experimental designs are considered more rigorous than other research methods in terms of the internal validity of their inferences (by virtue of their ability to control causes through treatment manipulation), they are not immune to internal validity threats. Some of these threats to internal validity are described below, within the context of a study of the impact of a special remedial math tutoring program for improving the math abilities of high school students.

History threat is the possibility that the observed effects (dependent variables) are caused by extraneous or historical events rather than by the experimental treatment. For instance, students’ post-remedial math score improvement may have been caused by their preparation for a math exam at their school, rather than the remedial math program.

Maturation threat refers to the possibility that observed effects are caused by natural maturation of subjects (e.g., a general improvement in their intellectual ability to understand complex concepts) rather than the experimental treatment.

Testing threat is a threat in pre-post designs where subjects’ posttest responses are conditioned by their pretest responses. For instance, if students remember their answers from the pretest evaluation, they may tend to repeat them in the posttest exam.

Not conducting a pretest can help avoid this threat.

Instrumentation threat , which also occurs in pre-post designs, refers to the possibility that the difference between pretest and posttest scores is not due to the remedial math program, but due to changes in the administered test, such as the posttest having a higher or lower degree of difficulty than the pretest.

Mortality threat refers to the possibility that subjects may be dropping out of the study at differential rates between the treatment and control groups due to a systematic reason, such that the dropouts were mostly students who scored low on the pretest. If the low-performing students drop out, the results of the posttest will be artificially inflated by the preponderance of high-performing students.

Regression threat —also called a regression to the mean—refers to the statistical tendency of a group’s overall performance to regress toward the mean during a posttest rather than in the anticipated direction. For instance, if subjects scored high on a pretest, they will have a tendency to score lower on the posttest (closer to the mean) because their high scores (away from the mean) during the pretest were possibly a statistical aberration. This problem tends to be more prevalent in non-random samples and when the two measures are imperfectly correlated.

Two-group experimental designs

Pretest-posttest control group design . In this design, subjects are randomly assigned to treatment and control groups, subjected to an initial (pretest) measurement of the dependent variables of interest, the treatment group is administered a treatment (representing the independent variable of interest), and the dependent variables measured again (posttest). The notation of this design is shown in Figure 10.1.

Statistical analysis of this design involves a simple analysis of variance (ANOVA) between the treatment and control groups. The pretest-posttest design handles several threats to internal validity, such as maturation, testing, and regression, since these threats can be expected to influence both treatment and control groups in a similar (random) manner. The selection threat is controlled via random assignment. However, additional threats to internal validity may exist. For instance, mortality can be a problem if there are differential dropout rates between the two groups, and the pretest measurement may bias the posttest measurement—especially if the pretest introduces unusual topics or content.

Posttest -only control group design . This design is a simpler version of the pretest-posttest design where pretest measurements are omitted. The design notation is shown in Figure 10.2.

The treatment effect is measured simply as the difference in the posttest scores between the two groups:

The appropriate statistical analysis of this design is also a two-group analysis of variance (ANOVA). The simplicity of this design makes it more attractive than the pretest-posttest design in terms of internal validity. This design controls for maturation, testing, regression, selection, and pretest-posttest interaction, though the mortality threat may continue to exist.

Because the pretest measure is not a measurement of the dependent variable, but rather a covariate, the treatment effect is measured as the difference in the posttest scores between the treatment and control groups as:

Due to the presence of covariates, the right statistical analysis of this design is a two-group analysis of covariance (ANCOVA). This design has all the advantages of posttest-only design, but with internal validity due to the controlling of covariates. Covariance designs can also be extended to pretest-posttest control group design.

Factorial designs

Two-group designs are inadequate if your research requires manipulation of two or more independent variables (treatments). In such cases, you would need four or higher-group designs. Such designs, quite popular in experimental research, are commonly called factorial designs. Each independent variable in this design is called a factor , and each subdivision of a factor is called a level . Factorial designs enable the researcher to examine not only the individual effect of each treatment on the dependent variables (called main effects), but also their joint effect (called interaction effects).

In a factorial design, a main effect is said to exist if the dependent variable shows a significant difference between multiple levels of one factor, at all levels of other factors. No change in the dependent variable across factor levels is the null case (baseline), from which main effects are evaluated. In the above example, you may see a main effect of instructional type, instructional time, or both on learning outcomes. An interaction effect exists when the effect of differences in one factor depends upon the level of a second factor. In our example, if the effect of instructional type on learning outcomes is greater for three hours/week of instructional time than for one and a half hours/week, then we can say that there is an interaction effect between instructional type and instructional time on learning outcomes. Note that the presence of interaction effects dominate and make main effects irrelevant, and it is not meaningful to interpret main effects if interaction effects are significant.

Hybrid experimental designs

Hybrid designs are those that are formed by combining features of more established designs. Three such hybrid designs are randomised bocks design, Solomon four-group design, and switched replications design.

Randomised block design. This is a variation of the posttest-only or pretest-posttest control group design where the subject population can be grouped into relatively homogeneous subgroups (called blocks ) within which the experiment is replicated. For instance, if you want to replicate the same posttest-only design among university students and full-time working professionals (two homogeneous blocks), subjects in both blocks are randomly split between the treatment group (receiving the same treatment) and the control group (see Figure 10.5). The purpose of this design is to reduce the ‘noise’ or variance in data that may be attributable to differences between the blocks so that the actual effect of interest can be detected more accurately.

Solomon four-group design . In this design, the sample is divided into two treatment groups and two control groups. One treatment group and one control group receive the pretest, and the other two groups do not. This design represents a combination of posttest-only and pretest-posttest control group design, and is intended to test for the potential biasing effect of pretest measurement on posttest measures that tends to occur in pretest-posttest designs, but not in posttest-only designs. The design notation is shown in Figure 10.6.

Switched replication design . This is a two-group design implemented in two phases with three waves of measurement. The treatment group in the first phase serves as the control group in the second phase, and the control group in the first phase becomes the treatment group in the second phase, as illustrated in Figure 10.7. In other words, the original design is repeated or replicated temporally with treatment/control roles switched between the two groups. By the end of the study, all participants will have received the treatment either during the first or the second phase. This design is most feasible in organisational contexts where organisational programs (e.g., employee training) are implemented in a phased manner or are repeated at regular intervals.

Quasi-experimental designs

Quasi-experimental designs are almost identical to true experimental designs, but lacking one key ingredient: random assignment. For instance, one entire class section or one organisation is used as the treatment group, while another section of the same class or a different organisation in the same industry is used as the control group. This lack of random assignment potentially results in groups that are non-equivalent, such as one group possessing greater mastery of certain content than the other group, say by virtue of having a better teacher in a previous semester, which introduces the possibility of selection bias . Quasi-experimental designs are therefore inferior to true experimental designs in interval validity due to the presence of a variety of selection related threats such as selection-maturation threat (the treatment and control groups maturing at different rates), selection-history threat (the treatment and control groups being differentially impacted by extraneous or historical events), selection-regression threat (the treatment and control groups regressing toward the mean between pretest and posttest at different rates), selection-instrumentation threat (the treatment and control groups responding differently to the measurement), selection-testing (the treatment and control groups responding differently to the pretest), and selection-mortality (the treatment and control groups demonstrating differential dropout rates). Given these selection threats, it is generally preferable to avoid quasi-experimental designs to the greatest extent possible.

In addition, there are quite a few unique non-equivalent designs without corresponding true experimental design cousins. Some of the more useful of these designs are discussed next.

Regression discontinuity (RD) design . This is a non-equivalent pretest-posttest design where subjects are assigned to the treatment or control group based on a cut-off score on a preprogram measure. For instance, patients who are severely ill may be assigned to a treatment group to test the efficacy of a new drug or treatment protocol and those who are mildly ill are assigned to the control group. In another example, students who are lagging behind on standardised test scores may be selected for a remedial curriculum program intended to improve their performance, while those who score high on such tests are not selected from the remedial program.

Because of the use of a cut-off score, it is possible that the observed results may be a function of the cut-off score rather than the treatment, which introduces a new threat to internal validity. However, using the cut-off score also ensures that limited or costly resources are distributed to people who need them the most, rather than randomly across a population, while simultaneously allowing a quasi-experimental treatment. The control group scores in the RD design do not serve as a benchmark for comparing treatment group scores, given the systematic non-equivalence between the two groups. Rather, if there is no discontinuity between pretest and posttest scores in the control group, but such a discontinuity persists in the treatment group, then this discontinuity is viewed as evidence of the treatment effect.

Proxy pretest design . This design, shown in Figure 10.11, looks very similar to the standard NEGD (pretest-posttest) design, with one critical difference: the pretest score is collected after the treatment is administered. A typical application of this design is when a researcher is brought in to test the efficacy of a program (e.g., an educational program) after the program has already started and pretest data is not available. Under such circumstances, the best option for the researcher is often to use a different prerecorded measure, such as students’ grade point average before the start of the program, as a proxy for pretest data. A variation of the proxy pretest design is to use subjects’ posttest recollection of pretest data, which may be subject to recall bias, but nevertheless may provide a measure of perceived gain or change in the dependent variable.

Separate pretest-posttest samples design . This design is useful if it is not possible to collect pretest and posttest data from the same subjects for some reason. As shown in Figure 10.12, there are four groups in this design, but two groups come from a single non-equivalent group, while the other two groups come from a different non-equivalent group. For instance, say you want to test customer satisfaction with a new online service that is implemented in one city but not in another. In this case, customers in the first city serve as the treatment group and those in the second city constitute the control group. If it is not possible to obtain pretest and posttest measures from the same customers, you can measure customer satisfaction at one point in time, implement the new service program, and measure customer satisfaction (with a different set of customers) after the program is implemented. Customer satisfaction is also measured in the control group at the same times as in the treatment group, but without the new program implementation. The design is not particularly strong, because you cannot examine the changes in any specific customer’s satisfaction score before and after the implementation, but you can only examine average customer satisfaction scores. Despite the lower internal validity, this design may still be a useful way of collecting quasi-experimental data when pretest and posttest data is not available from the same subjects.

An interesting variation of the NEDV design is a pattern-matching NEDV design , which employs multiple outcome variables and a theory that explains how much each variable will be affected by the treatment. The researcher can then examine if the theoretical prediction is matched in actual observations. This pattern-matching technique—based on the degree of correspondence between theoretical and observed patterns—is a powerful way of alleviating internal validity concerns in the original NEDV design.

Perils of experimental research

Experimental research is one of the most difficult of research designs, and should not be taken lightly. This type of research is often best with a multitude of methodological problems. First, though experimental research requires theories for framing hypotheses for testing, much of current experimental research is atheoretical. Without theories, the hypotheses being tested tend to be ad hoc, possibly illogical, and meaningless. Second, many of the measurement instruments used in experimental research are not tested for reliability and validity, and are incomparable across studies. Consequently, results generated using such instruments are also incomparable. Third, often experimental research uses inappropriate research designs, such as irrelevant dependent variables, no interaction effects, no experimental controls, and non-equivalent stimulus across treatment groups. Findings from such studies tend to lack internal validity and are highly suspect. Fourth, the treatments (tasks) used in experimental research may be diverse, incomparable, and inconsistent across studies, and sometimes inappropriate for the subject population. For instance, undergraduate student subjects are often asked to pretend that they are marketing managers and asked to perform a complex budget allocation task in which they have no experience or expertise. The use of such inappropriate tasks, introduces new threats to internal validity (i.e., subject’s performance may be an artefact of the content or difficulty of the task setting), generates findings that are non-interpretable and meaningless, and makes integration of findings across studies impossible.

The design of proper experimental treatments is a very important task in experimental design, because the treatment is the raison d’etre of the experimental method, and must never be rushed or neglected. To design an adequate and appropriate task, researchers should use prevalidated tasks if available, conduct treatment manipulation checks to check for the adequacy of such tasks (by debriefing subjects after performing the assigned task), conduct pilot tests (repeatedly, if necessary), and if in doubt, use tasks that are simple and familiar for the respondent sample rather than tasks that are complex or unfamiliar.

In summary, this chapter introduced key concepts in the experimental design research method and introduced a variety of true experimental and quasi-experimental designs. Although these designs vary widely in internal validity, designs with less internal validity should not be overlooked and may sometimes be useful under specific circumstances and empirical contingencies.

Social Science Research: Principles, Methods and Practices (Revised edition) Copyright © 2019 by Anol Bhattacherjee is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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Experimental design: Guide, steps, examples

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27 April 2023

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Miroslav Damyanov

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Experimental research design is a scientific framework that allows you to manipulate one or more variables while controlling the test environment. 

When testing a theory or new product, it can be helpful to have a certain level of control and manipulate variables to discover different outcomes. You can use these experiments to determine cause and effect or study variable associations. 

This guide explores the types of experimental design, the steps in designing an experiment, and the advantages and limitations of experimental design. 

Make research less tedious

Dovetail streamlines research to help you uncover and share actionable insights

• What is experimental research design?

You can determine the relationship between each of the variables by: 

Manipulating one or more independent variables (i.e., stimuli or treatments)

Applying the changes to one or more dependent variables (i.e., test groups or outcomes)

With the ability to analyze the relationship between variables and using measurable data, you can increase the accuracy of the result. 

What is a good experimental design?

A good experimental design requires: 

Significant planning to ensure control over the testing environment

Sound experimental treatments

Properly assigning subjects to treatment groups

Without proper planning, unexpected external variables can alter an experiment's outcome. 

To meet your research goals, your experimental design should include these characteristics:

Provide unbiased estimates of inputs and associated uncertainties

Enable the researcher to detect differences caused by independent variables

Include a plan for analysis and reporting of the results

Provide easily interpretable results with specific conclusions

What's the difference between experimental and quasi-experimental design?

The major difference between experimental and quasi-experimental design is the random assignment of subjects to groups. 

A true experiment relies on certain controls. Typically, the researcher designs the treatment and randomly assigns subjects to control and treatment groups. 

However, these conditions are unethical or impossible to achieve in some situations.

When it's unethical or impractical to assign participants randomly, that’s when a quasi-experimental design comes in. 

This design allows researchers to conduct a similar experiment by assigning subjects to groups based on non-random criteria. 

Another type of quasi-experimental design might occur when the researcher doesn't have control over the treatment but studies pre-existing groups after they receive different treatments.

When can a researcher conduct experimental research?

Various settings and professions can use experimental research to gather information and observe behavior in controlled settings. 

Basically, a researcher can conduct experimental research any time they want to test a theory with variable and dependent controls. 

Experimental research is an option when the project includes an independent variable and a desire to understand the relationship between cause and effect. 

• The importance of experimental research design

Experimental research enables researchers to conduct studies that provide specific, definitive answers to questions and hypotheses. 

Researchers can test Independent variables in controlled settings to:

Test the effectiveness of a new medication

Design better products for consumers

Answer questions about human health and behavior

Developing a quality research plan means a researcher can accurately answer vital research questions with minimal error. As a result, definitive conclusions can influence the future of the independent variable. 

Types of experimental research designs

There are three main types of experimental research design. The research type you use will depend on the criteria of your experiment, your research budget, and environmental limitations. 

Pre-experimental research design

A pre-experimental research study is a basic observational study that monitors independent variables’ effects. 

During research, you observe one or more groups after applying a treatment to test whether the treatment causes any change. 

The three subtypes of pre-experimental research design are:

One-shot case study research design

This research method introduces a single test group to a single stimulus to study the results at the end of the application. 

After researchers presume the stimulus or treatment has caused changes, they gather results to determine how it affects the test subjects. 

One-group pretest-posttest design

This method uses a single test group but includes a pretest study as a benchmark. The researcher applies a test before and after the group’s exposure to a specific stimulus. 

Static group comparison design

This method includes two or more groups, enabling the researcher to use one group as a control. They apply a stimulus to one group and leave the other group static. 

A posttest study compares the results among groups. 

True experimental research design

A true experiment is the most common research method. It involves statistical analysis to prove or disprove a specific hypothesis . 

Under completely experimental conditions, researchers expose participants in two or more randomized groups to different stimuli. 

Random selection removes any potential for bias, providing more reliable results. 

These are the three main sub-groups of true experimental research design:

Posttest-only control group design

This structure requires the researcher to divide participants into two random groups. One group receives no stimuli and acts as a control while the other group experiences stimuli.

Researchers perform a test at the end of the experiment to observe the stimuli exposure results.

Pretest-posttest control group design

This test also requires two groups. It includes a pretest as a benchmark before introducing the stimulus. 

The pretest introduces multiple ways to test subjects. For instance, if the control group also experiences a change, it reveals that taking the test twice changes the results.

Solomon four-group design

This structure divides subjects into two groups, with two as control groups. Researchers assign the first control group a posttest only and the second control group a pretest and a posttest. 

The two variable groups mirror the control groups, but researchers expose them to stimuli. The ability to differentiate between groups in multiple ways provides researchers with more testing approaches for data-based conclusions. 

Quasi-experimental research design

Although closely related to a true experiment, quasi-experimental research design differs in approach and scope. 

Quasi-experimental research design doesn’t have randomly selected participants. Researchers typically divide the groups in this research by pre-existing differences. 

Quasi-experimental research is more common in educational studies, nursing, or other research projects where it's not ethical or practical to use randomized subject groups.

• 5 steps for designing an experiment

Experimental research requires a clearly defined plan to outline the research parameters and expected goals. 

Here are five key steps in designing a successful experiment:

Step 1: Define variables and their relationship

Your experiment should begin with a question: What are you hoping to learn through your experiment? 

The relationship between variables in your study will determine your answer.

Define the independent variable (the intended stimuli) and the dependent variable (the expected effect of the stimuli). After identifying these groups, consider how you might control them in your experiment. 

Could natural variations affect your research? If so, your experiment should include a pretest and posttest. 

Step 2: Develop a specific, testable hypothesis

With a firm understanding of the system you intend to study, you can write a specific, testable hypothesis. 

What is the expected outcome of your study? 

Develop a prediction about how the independent variable will affect the dependent variable. 

How will the stimuli in your experiment affect your test subjects? 

Your hypothesis should provide a prediction of the answer to your research question . 

Step 3: Design experimental treatments to manipulate your independent variable

Depending on your experiment, your variable may be a fixed stimulus (like a medical treatment) or a variable stimulus (like a period during which an activity occurs). 

Determine which type of stimulus meets your experiment’s needs and how widely or finely to vary your stimuli. 

Step 4: Assign subjects to groups

When you have a clear idea of how to carry out your experiment, you can determine how to assemble test groups for an accurate study. 

When choosing your study groups, consider: 

The size of your experiment

Whether you can select groups randomly

Your target audience for the outcome of the study

You should be able to create groups with an equal number of subjects and include subjects that match your target audience. Remember, you should assign one group as a control and use one or more groups to study the effects of variables. 

Step 5: Plan how to measure your dependent variable

This step determines how you'll collect data to determine the study's outcome. You should seek reliable and valid measurements that minimize research bias or error. 

You can measure some data with scientific tools, while you’ll need to operationalize other forms to turn them into measurable observations.

• Advantages of experimental research

Experimental research is an integral part of our world. It allows researchers to conduct experiments that answer specific questions. 

While researchers use many methods to conduct different experiments, experimental research offers these distinct benefits:

Researchers can determine cause and effect by manipulating variables.

It gives researchers a high level of control.

Researchers can test multiple variables within a single experiment.

All industries and fields of knowledge can use it. 

Researchers can duplicate results to promote the validity of the study .

Replicating natural settings rapidly means immediate research.

Researchers can combine it with other research methods.

It provides specific conclusions about the validity of a product, theory, or idea.

• Disadvantages (or limitations) of experimental research

Unfortunately, no research type yields ideal conditions or perfect results. 

While experimental research might be the right choice for some studies, certain conditions could render experiments useless or even dangerous. 

Before conducting experimental research, consider these disadvantages and limitations:

Required professional qualification

Only competent professionals with an academic degree and specific training are qualified to conduct rigorous experimental research. This ensures results are unbiased and valid. 

Limited scope

Experimental research may not capture the complexity of some phenomena, such as social interactions or cultural norms. These are difficult to control in a laboratory setting.

Resource-intensive

Experimental research can be expensive, time-consuming, and require significant resources, such as specialized equipment or trained personnel.

Limited generalizability

The controlled nature means the research findings may not fully apply to real-world situations or people outside the experimental setting.

Practical or ethical concerns

Some experiments may involve manipulating variables that could harm participants or violate ethical guidelines . 

Researchers must ensure their experiments do not cause harm or discomfort to participants. 

Sometimes, recruiting a sample of people to randomly assign may be difficult. 

• Experimental research design example

Experiments across all industries and research realms provide scientists, developers, and other researchers with definitive answers. These experiments can solve problems, create inventions, and heal illnesses. 

Product design testing is an excellent example of experimental research. 

A company in the product development phase creates multiple prototypes for testing. With a randomized selection, researchers introduce each test group to a different prototype. 

When groups experience different product designs , the company can assess which option most appeals to potential customers. 

Experimental research design provides researchers with a controlled environment to conduct experiments that evaluate cause and effect. 

Using the five steps to develop a research plan ensures you anticipate and eliminate external variables while answering life’s crucial questions.

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Experimental Design

Ethics, Integrity, and the Scientific Method

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• Jonathan Lewis 2  

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Experimental design is one aspect of a scientific method. A well-designed, properly conducted experiment aims to control variables in order to isolate and manipulate causal effects and thereby maximize internal validity, support causal inferences, and guarantee reliable results. Traditionally employed in the natural sciences, experimental design has become an important part of research in the social and behavioral sciences. Experimental methods are also endorsed as the most reliable guides to policy effectiveness. Through a discussion of some of the central concepts associated with experimental design, including controlled variation and randomization, this chapter will provide a summary of key ethical issues that tend to arise in experimental contexts. In addition, by exploring assumptions about the nature of causation and by analyzing features of causal relationships, systems, and inferences in social contexts, this chapter will summarize the ways in which experimental design can undermine the integrity of not only social and behavioral research but policies implemented on the basis of such research.

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Lewis, J. (2020). Experimental Design. In: Iphofen, R. (eds) Handbook of Research Ethics and Scientific Integrity. Springer, Cham. https://doi.org/10.1007/978-3-030-16759-2_19

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• Experimental Research Designs: Types, Examples & Methods

Experimental research is the most familiar type of research design for individuals in the physical sciences and a host of other fields. This is mainly because experimental research is a classical scientific experiment, similar to those performed in high school science classes.

Imagine taking 2 samples of the same plant and exposing one of them to sunlight, while the other is kept away from sunlight. Let the plant exposed to sunlight be called sample A, while the latter is called sample B.

If after the duration of the research, we find out that sample A grows and sample B dies, even though they are both regularly wetted and given the same treatment. Therefore, we can conclude that sunlight will aid growth in all similar plants.

What is Experimental Research?

Experimental research is a scientific approach to research, where one or more independent variables are manipulated and applied to one or more dependent variables to measure their effect on the latter. The effect of the independent variables on the dependent variables is usually observed and recorded over some time, to aid researchers in drawing a reasonable conclusion regarding the relationship between these 2 variable types.

The experimental research method is widely used in physical and social sciences, psychology, and education. It is based on the comparison between two or more groups with a straightforward logic, which may, however, be difficult to execute.

Mostly related to a laboratory test procedure, experimental research designs involve collecting quantitative data and performing statistical analysis on them during research. Therefore, making it an example of quantitative research method .

What are The Types of Experimental Research Design?

The types of experimental research design are determined by the way the researcher assigns subjects to different conditions and groups. They are of 3 types, namely; pre-experimental, quasi-experimental, and true experimental research.

Pre-experimental Research Design

In pre-experimental research design, either a group or various dependent groups are observed for the effect of the application of an independent variable which is presumed to cause change. It is the simplest form of experimental research design and is treated with no control group.

Although very practical, experimental research is lacking in several areas of the true-experimental criteria. The pre-experimental research design is further divided into three types

• One-shot Case Study Research Design

In this type of experimental study, only one dependent group or variable is considered. The study is carried out after some treatment which was presumed to cause change, making it a posttest study.

• One-group Pretest-posttest Research Design: 

This research design combines both posttest and pretest study by carrying out a test on a single group before the treatment is administered and after the treatment is administered. With the former being administered at the beginning of treatment and later at the end.

• Static-group Comparison: 

In a static-group comparison study, 2 or more groups are placed under observation, where only one of the groups is subjected to some treatment while the other groups are held static. All the groups are post-tested, and the observed differences between the groups are assumed to be a result of the treatment.

Quasi-experimental Research Design

  The word “quasi” means partial, half, or pseudo. Therefore, the quasi-experimental research bearing a resemblance to the true experimental research, but not the same.  In quasi-experiments, the participants are not randomly assigned, and as such, they are used in settings where randomization is difficult or impossible.

 This is very common in educational research, where administrators are unwilling to allow the random selection of students for experimental samples.

Some examples of quasi-experimental research design include; the time series, no equivalent control group design, and the counterbalanced design.

True Experimental Research Design

The true experimental research design relies on statistical analysis to approve or disprove a hypothesis. It is the most accurate type of experimental design and may be carried out with or without a pretest on at least 2 randomly assigned dependent subjects.

The true experimental research design must contain a control group, a variable that can be manipulated by the researcher, and the distribution must be random. The classification of true experimental design include:

• The posttest-only Control Group Design: In this design, subjects are randomly selected and assigned to the 2 groups (control and experimental), and only the experimental group is treated. After close observation, both groups are post-tested, and a conclusion is drawn from the difference between these groups.
• The pretest-posttest Control Group Design: For this control group design, subjects are randomly assigned to the 2 groups, both are presented, but only the experimental group is treated. After close observation, both groups are post-tested to measure the degree of change in each group.
• Solomon four-group Design: This is the combination of the pretest-only and the pretest-posttest control groups. In this case, the randomly selected subjects are placed into 4 groups.

The first two of these groups are tested using the posttest-only method, while the other two are tested using the pretest-posttest method.

Examples of Experimental Research

Experimental research examples are different, depending on the type of experimental research design that is being considered. The most basic example of experimental research is laboratory experiments, which may differ in nature depending on the subject of research.

Administering Exams After The End of Semester

During the semester, students in a class are lectured on particular courses and an exam is administered at the end of the semester. In this case, the students are the subjects or dependent variables while the lectures are the independent variables treated on the subjects.

Only one group of carefully selected subjects are considered in this research, making it a pre-experimental research design example. We will also notice that tests are only carried out at the end of the semester, and not at the beginning.

Further making it easy for us to conclude that it is a one-shot case study research. 

Employee Skill Evaluation

Before employing a job seeker, organizations conduct tests that are used to screen out less qualified candidates from the pool of qualified applicants. This way, organizations can determine an employee’s skill set at the point of employment.

In the course of employment, organizations also carry out employee training to improve employee productivity and generally grow the organization. Further evaluation is carried out at the end of each training to test the impact of the training on employee skills, and test for improvement.

Here, the subject is the employee, while the treatment is the training conducted. This is a pretest-posttest control group experimental research example.

Evaluation of Teaching Method

Let us consider an academic institution that wants to evaluate the teaching method of 2 teachers to determine which is best. Imagine a case whereby the students assigned to each teacher is carefully selected probably due to personal request by parents or due to stubbornness and smartness.

This is a no equivalent group design example because the samples are not equal. By evaluating the effectiveness of each teacher’s teaching method this way, we may conclude after a post-test has been carried out.

However, this may be influenced by factors like the natural sweetness of a student. For example, a very smart student will grab more easily than his or her peers irrespective of the method of teaching.

What are the Characteristics of Experimental Research?  

Experimental research contains dependent, independent and extraneous variables. The dependent variables are the variables being treated or manipulated and are sometimes called the subject of the research.

The independent variables are the experimental treatment being exerted on the dependent variables. Extraneous variables, on the other hand, are other factors affecting the experiment that may also contribute to the change.

The setting is where the experiment is carried out. Many experiments are carried out in the laboratory, where control can be exerted on the extraneous variables, thereby eliminating them.

Other experiments are carried out in a less controllable setting. The choice of setting used in research depends on the nature of the experiment being carried out.

• Multivariable

Experimental research may include multiple independent variables, e.g. time, skills, test scores, etc.

Why Use Experimental Research Design?  

Experimental research design can be majorly used in physical sciences, social sciences, education, and psychology. It is used to make predictions and draw conclusions on a subject matter. 

Some uses of experimental research design are highlighted below.

• Medicine: Experimental research is used to provide the proper treatment for diseases. In most cases, rather than directly using patients as the research subject, researchers take a sample of the bacteria from the patient’s body and are treated with the developed antibacterial

The changes observed during this period are recorded and evaluated to determine its effectiveness. This process can be carried out using different experimental research methods.

• Education: Asides from science subjects like Chemistry and Physics which involves teaching students how to perform experimental research, it can also be used in improving the standard of an academic institution. This includes testing students’ knowledge on different topics, coming up with better teaching methods, and the implementation of other programs that will aid student learning.
• Human Behavior: Social scientists are the ones who mostly use experimental research to test human behaviour. For example, consider 2 people randomly chosen to be the subject of the social interaction research where one person is placed in a room without human interaction for 1 year.

The other person is placed in a room with a few other people, enjoying human interaction. There will be a difference in their behaviour at the end of the experiment.

• UI/UX: During the product development phase, one of the major aims of the product team is to create a great user experience with the product. Therefore, before launching the final product design, potential are brought in to interact with the product.

For example, when finding it difficult to choose how to position a button or feature on the app interface, a random sample of product testers are allowed to test the 2 samples and how the button positioning influences the user interaction is recorded.

What are the Disadvantages of Experimental Research?  

• It is highly prone to human error due to its dependency on variable control which may not be properly implemented. These errors could eliminate the validity of the experiment and the research being conducted.
• Exerting control of extraneous variables may create unrealistic situations. Eliminating real-life variables will result in inaccurate conclusions. This may also result in researchers controlling the variables to suit his or her personal preferences.
• It is a time-consuming process. So much time is spent on testing dependent variables and waiting for the effect of the manipulation of dependent variables to manifest.
• It is expensive.
• It is very risky and may have ethical complications that cannot be ignored. This is common in medical research, where failed trials may lead to a patient’s death or a deteriorating health condition.
• Experimental research results are not descriptive.
• Response bias can also be supplied by the subject of the conversation.
• Human responses in experimental research can be difficult to measure.

What are the Data Collection Methods in Experimental Research?  

Data collection methods in experimental research are the different ways in which data can be collected for experimental research. They are used in different cases, depending on the type of research being carried out.

1. Observational Study

This type of study is carried out over a long period. It measures and observes the variables of interest without changing existing conditions.

When researching the effect of social interaction on human behavior, the subjects who are placed in 2 different environments are observed throughout the research. No matter the kind of absurd behavior that is exhibited by the subject during this period, its condition will not be changed.

This may be a very risky thing to do in medical cases because it may lead to death or worse medical conditions.

2. Simulations

This procedure uses mathematical, physical, or computer models to replicate a real-life process or situation. It is frequently used when the actual situation is too expensive, dangerous, or impractical to replicate in real life.

This method is commonly used in engineering and operational research for learning purposes and sometimes as a tool to estimate possible outcomes of real research. Some common situation software are Simulink, MATLAB, and Simul8.

Not all kinds of experimental research can be carried out using simulation as a data collection tool . It is very impractical for a lot of laboratory-based research that involves chemical processes.

A survey is a tool used to gather relevant data about the characteristics of a population and is one of the most common data collection tools. A survey consists of a group of questions prepared by the researcher, to be answered by the research subject.

Surveys can be shared with the respondents both physically and electronically. When collecting data through surveys, the kind of data collected depends on the respondent, and researchers have limited control over it.

Formplus is the best tool for collecting experimental data using survey s. It has relevant features that will aid the data collection process and can also be used in other aspects of experimental research.

Differences between Experimental and Non-Experimental Research 

1. In experimental research, the researcher can control and manipulate the environment of the research, including the predictor variable which can be changed. On the other hand, non-experimental research cannot be controlled or manipulated by the researcher at will.

This is because it takes place in a real-life setting, where extraneous variables cannot be eliminated. Therefore, it is more difficult to conclude non-experimental studies, even though they are much more flexible and allow for a greater range of study fields.

2. The relationship between cause and effect cannot be established in non-experimental research, while it can be established in experimental research. This may be because many extraneous variables also influence the changes in the research subject, making it difficult to point at a particular variable as the cause of a particular change

3. Independent variables are not introduced, withdrawn, or manipulated in non-experimental designs, but the same may not be said about experimental research.

Experimental Research vs. Alternatives and When to Use Them

1. experimental research vs causal comparative.

Experimental research enables you to control variables and identify how the independent variable affects the dependent variable. Causal-comparative find out the cause-and-effect relationship between the variables by comparing already existing groups that are affected differently by the independent variable.

For example, in an experiment to see how K-12 education affects children and teenager development. An experimental research would split the children into groups, some would get formal K-12 education, while others won’t. This is not ethically right because every child has the right to education. So, what we do instead would be to compare already existing groups of children who are getting formal education with those who due to some circumstances can not.

Pros and Cons of Experimental vs Causal-Comparative Research

• Causal-Comparative:   Strengths:  More realistic than experiments, can be conducted in real-world settings.  Weaknesses:  Establishing causality can be weaker due to the lack of manipulation.

2. Experimental Research vs Correlational Research

When experimenting, you are trying to establish a cause-and-effect relationship between different variables. For example, you are trying to establish the effect of heat on water, the temperature keeps changing (independent variable) and you see how it affects the water (dependent variable).

For correlational research, you are not necessarily interested in the why or the cause-and-effect relationship between the variables, you are focusing on the relationship. Using the same water and temperature example, you are only interested in the fact that they change, you are not investigating which of the variables or other variables causes them to change.

Pros and Cons of Experimental vs Correlational Research

3. experimental research vs descriptive research.

With experimental research, you alter the independent variable to see how it affects the dependent variable, but with descriptive research you are simply studying the characteristics of the variable you are studying.

So, in an experiment to see how blown glass reacts to temperature, experimental research would keep altering the temperature to varying levels of high and low to see how it affects the dependent variable (glass). But descriptive research would investigate the glass properties.

Pros and Cons of Experimental vs Descriptive Research

4. experimental research vs action research.

Experimental research tests for causal relationships by focusing on one independent variable vs the dependent variable and keeps other variables constant. So, you are testing hypotheses and using the information from the research to contribute to knowledge.

However, with action research, you are using a real-world setting which means you are not controlling variables. You are also performing the research to solve actual problems and improve already established practices.

For example, if you are testing for how long commutes affect workers’ productivity. With experimental research, you would vary the length of commute to see how the time affects work. But with action research, you would account for other factors such as weather, commute route, nutrition, etc. Also, experimental research helps know the relationship between commute time and productivity, while action research helps you look for ways to improve productivity

Pros and Cons of Experimental vs Action Research

Conclusion  .

Experimental research designs are often considered to be the standard in research designs. This is partly due to the common misconception that research is equivalent to scientific experiments—a component of experimental research design.

In this research design, one or more subjects or dependent variables are randomly assigned to different treatments (i.e. independent variables manipulated by the researcher) and the results are observed to conclude. One of the uniqueness of experimental research is in its ability to control the effect of extraneous variables.

Experimental research is suitable for research whose goal is to examine cause-effect relationships, e.g. explanatory research. It can be conducted in the laboratory or field settings, depending on the aim of the research that is being carried out. 

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Methodology

Research Methods | Definitions, Types, Examples

Research methods are specific procedures for collecting and analyzing data. Developing your research methods is an integral part of your research design . When planning your methods, there are two key decisions you will make.

First, decide how you will collect data . Your methods depend on what type of data you need to answer your research question :

• Qualitative vs. quantitative : Will your data take the form of words or numbers?
• Primary vs. secondary : Will you collect original data yourself, or will you use data that has already been collected by someone else?
• Descriptive vs. experimental : Will you take measurements of something as it is, or will you perform an experiment?

Second, decide how you will analyze the data .

• For quantitative data, you can use statistical analysis methods to test relationships between variables.
• For qualitative data, you can use methods such as thematic analysis to interpret patterns and meanings in the data.

Table of contents

Methods for collecting data, examples of data collection methods, methods for analyzing data, examples of data analysis methods, other interesting articles, frequently asked questions about research methods.

Data is the information that you collect for the purposes of answering your research question . The type of data you need depends on the aims of your research.

Qualitative vs. quantitative data

Your choice of qualitative or quantitative data collection depends on the type of knowledge you want to develop.

For questions about ideas, experiences and meanings, or to study something that can’t be described numerically, collect qualitative data .

If you want to develop a more mechanistic understanding of a topic, or your research involves hypothesis testing , collect quantitative data .

You can also take a mixed methods approach , where you use both qualitative and quantitative research methods.

Primary vs. secondary research

Primary research is any original data that you collect yourself for the purposes of answering your research question (e.g. through surveys , observations and experiments ). Secondary research is data that has already been collected by other researchers (e.g. in a government census or previous scientific studies).

If you are exploring a novel research question, you’ll probably need to collect primary data . But if you want to synthesize existing knowledge, analyze historical trends, or identify patterns on a large scale, secondary data might be a better choice.

Descriptive vs. experimental data

In descriptive research , you collect data about your study subject without intervening. The validity of your research will depend on your sampling method .

In experimental research , you systematically intervene in a process and measure the outcome. The validity of your research will depend on your experimental design .

To conduct an experiment, you need to be able to vary your independent variable , precisely measure your dependent variable, and control for confounding variables . If it’s practically and ethically possible, this method is the best choice for answering questions about cause and effect.

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Your data analysis methods will depend on the type of data you collect and how you prepare it for analysis.

Data can often be analyzed both quantitatively and qualitatively. For example, survey responses could be analyzed qualitatively by studying the meanings of responses or quantitatively by studying the frequencies of responses.

Qualitative analysis methods

Qualitative analysis is used to understand words, ideas, and experiences. You can use it to interpret data that was collected:

• From open-ended surveys and interviews , literature reviews , case studies , ethnographies , and other sources that use text rather than numbers.
• Using non-probability sampling methods .

Qualitative analysis tends to be quite flexible and relies on the researcher’s judgement, so you have to reflect carefully on your choices and assumptions and be careful to avoid research bias .

Quantitative analysis methods

Quantitative analysis uses numbers and statistics to understand frequencies, averages and correlations (in descriptive studies) or cause-and-effect relationships (in experiments).

You can use quantitative analysis to interpret data that was collected either:

• During an experiment .
• Using probability sampling methods .

Because the data is collected and analyzed in a statistically valid way, the results of quantitative analysis can be easily standardized and shared among researchers.

If you want to know more about statistics , methodology , or research bias , make sure to check out some of our other articles with explanations and examples.

• Chi square test of independence
• Statistical power
• Descriptive statistics
• Degrees of freedom
• Pearson correlation
• Null hypothesis
• Double-blind study
• Case-control study
• Research ethics
• Data collection
• Hypothesis testing
• Structured interviews

Research bias

• Hawthorne effect
• Unconscious bias
• Recall bias
• Halo effect
• Self-serving bias
• Information bias

Quantitative research deals with numbers and statistics, while qualitative research deals with words and meanings.

Quantitative methods allow you to systematically measure variables and test hypotheses . Qualitative methods allow you to explore concepts and experiences in more detail.

In mixed methods research , you use both qualitative and quantitative data collection and analysis methods to answer your research question .

A sample is a subset of individuals from a larger population . Sampling means selecting the group that you will actually collect data from in your research. For example, if you are researching the opinions of students in your university, you could survey a sample of 100 students.

In statistics, sampling allows you to test a hypothesis about the characteristics of a population.

The research methods you use depend on the type of data you need to answer your research question .

• If you want to measure something or test a hypothesis , use quantitative methods . If you want to explore ideas, thoughts and meanings, use qualitative methods .
• If you want to analyze a large amount of readily-available data, use secondary data. If you want data specific to your purposes with control over how it is generated, collect primary data.
• If you want to establish cause-and-effect relationships between variables , use experimental methods. If you want to understand the characteristics of a research subject, use descriptive methods.

Methodology refers to the overarching strategy and rationale of your research project . It involves studying the methods used in your field and the theories or principles behind them, in order to develop an approach that matches your objectives.

Methods are the specific tools and procedures you use to collect and analyze data (for example, experiments, surveys , and statistical tests ).

In shorter scientific papers, where the aim is to report the findings of a specific study, you might simply describe what you did in a methods section .

In a longer or more complex research project, such as a thesis or dissertation , you will probably include a methodology section , where you explain your approach to answering the research questions and cite relevant sources to support your choice of methods.

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Home » Research Design – Types, Methods and Examples

Research Design – Types, Methods and Examples

Table of Contents

Research Design

Definition:

Research design refers to the overall strategy or plan for conducting a research study. It outlines the methods and procedures that will be used to collect and analyze data, as well as the goals and objectives of the study. Research design is important because it guides the entire research process and ensures that the study is conducted in a systematic and rigorous manner.

Types of Research Design

Types of Research Design are as follows:

Descriptive Research Design

This type of research design is used to describe a phenomenon or situation. It involves collecting data through surveys, questionnaires, interviews, and observations. The aim of descriptive research is to provide an accurate and detailed portrayal of a particular group, event, or situation. It can be useful in identifying patterns, trends, and relationships in the data.

Correlational Research Design

Correlational research design is used to determine if there is a relationship between two or more variables. This type of research design involves collecting data from participants and analyzing the relationship between the variables using statistical methods. The aim of correlational research is to identify the strength and direction of the relationship between the variables.

Experimental Research Design

Experimental research design is used to investigate cause-and-effect relationships between variables. This type of research design involves manipulating one variable and measuring the effect on another variable. It usually involves randomly assigning participants to groups and manipulating an independent variable to determine its effect on a dependent variable. The aim of experimental research is to establish causality.

Quasi-experimental Research Design

Quasi-experimental research design is similar to experimental research design, but it lacks one or more of the features of a true experiment. For example, there may not be random assignment to groups or a control group. This type of research design is used when it is not feasible or ethical to conduct a true experiment.

Case Study Research Design

Case study research design is used to investigate a single case or a small number of cases in depth. It involves collecting data through various methods, such as interviews, observations, and document analysis. The aim of case study research is to provide an in-depth understanding of a particular case or situation.

Longitudinal Research Design

Longitudinal research design is used to study changes in a particular phenomenon over time. It involves collecting data at multiple time points and analyzing the changes that occur. The aim of longitudinal research is to provide insights into the development, growth, or decline of a particular phenomenon over time.

Structure of Research Design

The format of a research design typically includes the following sections:

• Introduction : This section provides an overview of the research problem, the research questions, and the importance of the study. It also includes a brief literature review that summarizes previous research on the topic and identifies gaps in the existing knowledge.
• Research Questions or Hypotheses: This section identifies the specific research questions or hypotheses that the study will address. These questions should be clear, specific, and testable.
• Research Methods : This section describes the methods that will be used to collect and analyze data. It includes details about the study design, the sampling strategy, the data collection instruments, and the data analysis techniques.
• Data Collection: This section describes how the data will be collected, including the sample size, data collection procedures, and any ethical considerations.
• Data Analysis: This section describes how the data will be analyzed, including the statistical techniques that will be used to test the research questions or hypotheses.
• Results : This section presents the findings of the study, including descriptive statistics and statistical tests.
• Discussion and Conclusion : This section summarizes the key findings of the study, interprets the results, and discusses the implications of the findings. It also includes recommendations for future research.
• References : This section lists the sources cited in the research design.

Example of Research Design

An Example of Research Design could be:

Research question: Does the use of social media affect the academic performance of high school students?

Research design:

• Research approach : The research approach will be quantitative as it involves collecting numerical data to test the hypothesis.
• Research design : The research design will be a quasi-experimental design, with a pretest-posttest control group design.
• Sample : The sample will be 200 high school students from two schools, with 100 students in the experimental group and 100 students in the control group.
• Data collection : The data will be collected through surveys administered to the students at the beginning and end of the academic year. The surveys will include questions about their social media usage and academic performance.
• Data analysis : The data collected will be analyzed using statistical software. The mean scores of the experimental and control groups will be compared to determine whether there is a significant difference in academic performance between the two groups.
• Limitations : The limitations of the study will be acknowledged, including the fact that social media usage can vary greatly among individuals, and the study only focuses on two schools, which may not be representative of the entire population.
• Ethical considerations: Ethical considerations will be taken into account, such as obtaining informed consent from the participants and ensuring their anonymity and confidentiality.

How to Write Research Design

Writing a research design involves planning and outlining the methodology and approach that will be used to answer a research question or hypothesis. Here are some steps to help you write a research design:

• Define the research question or hypothesis : Before beginning your research design, you should clearly define your research question or hypothesis. This will guide your research design and help you select appropriate methods.
• Select a research design: There are many different research designs to choose from, including experimental, survey, case study, and qualitative designs. Choose a design that best fits your research question and objectives.
• Develop a sampling plan : If your research involves collecting data from a sample, you will need to develop a sampling plan. This should outline how you will select participants and how many participants you will include.
• Define variables: Clearly define the variables you will be measuring or manipulating in your study. This will help ensure that your results are meaningful and relevant to your research question.
• Choose data collection methods : Decide on the data collection methods you will use to gather information. This may include surveys, interviews, observations, experiments, or secondary data sources.
• Create a data analysis plan: Develop a plan for analyzing your data, including the statistical or qualitative techniques you will use.
• Consider ethical concerns : Finally, be sure to consider any ethical concerns related to your research, such as participant confidentiality or potential harm.

When to Write Research Design

Research design should be written before conducting any research study. It is an important planning phase that outlines the research methodology, data collection methods, and data analysis techniques that will be used to investigate a research question or problem. The research design helps to ensure that the research is conducted in a systematic and logical manner, and that the data collected is relevant and reliable.

Ideally, the research design should be developed as early as possible in the research process, before any data is collected. This allows the researcher to carefully consider the research question, identify the most appropriate research methodology, and plan the data collection and analysis procedures in advance. By doing so, the research can be conducted in a more efficient and effective manner, and the results are more likely to be valid and reliable.

Purpose of Research Design

The purpose of research design is to plan and structure a research study in a way that enables the researcher to achieve the desired research goals with accuracy, validity, and reliability. Research design is the blueprint or the framework for conducting a study that outlines the methods, procedures, techniques, and tools for data collection and analysis.

Some of the key purposes of research design include:

• Providing a clear and concise plan of action for the research study.
• Ensuring that the research is conducted ethically and with rigor.
• Maximizing the accuracy and reliability of the research findings.
• Minimizing the possibility of errors, biases, or confounding variables.
• Ensuring that the research is feasible, practical, and cost-effective.
• Determining the appropriate research methodology to answer the research question(s).
• Identifying the sample size, sampling method, and data collection techniques.
• Determining the data analysis method and statistical tests to be used.
• Facilitating the replication of the study by other researchers.
• Enhancing the validity and generalizability of the research findings.

Applications of Research Design

There are numerous applications of research design in various fields, some of which are:

• Social sciences: In fields such as psychology, sociology, and anthropology, research design is used to investigate human behavior and social phenomena. Researchers use various research designs, such as experimental, quasi-experimental, and correlational designs, to study different aspects of social behavior.
• Education : Research design is essential in the field of education to investigate the effectiveness of different teaching methods and learning strategies. Researchers use various designs such as experimental, quasi-experimental, and case study designs to understand how students learn and how to improve teaching practices.
• Health sciences : In the health sciences, research design is used to investigate the causes, prevention, and treatment of diseases. Researchers use various designs, such as randomized controlled trials, cohort studies, and case-control studies, to study different aspects of health and healthcare.
• Business : Research design is used in the field of business to investigate consumer behavior, marketing strategies, and the impact of different business practices. Researchers use various designs, such as survey research, experimental research, and case studies, to study different aspects of the business world.
• Engineering : In the field of engineering, research design is used to investigate the development and implementation of new technologies. Researchers use various designs, such as experimental research and case studies, to study the effectiveness of new technologies and to identify areas for improvement.

Advantages of Research Design

Here are some advantages of research design:

• Systematic and organized approach : A well-designed research plan ensures that the research is conducted in a systematic and organized manner, which makes it easier to manage and analyze the data.
• Clear objectives: The research design helps to clarify the objectives of the study, which makes it easier to identify the variables that need to be measured, and the methods that need to be used to collect and analyze data.
• Minimizes bias: A well-designed research plan minimizes the chances of bias, by ensuring that the data is collected and analyzed objectively, and that the results are not influenced by the researcher’s personal biases or preferences.
• Efficient use of resources: A well-designed research plan helps to ensure that the resources (time, money, and personnel) are used efficiently and effectively, by focusing on the most important variables and methods.
• Replicability: A well-designed research plan makes it easier for other researchers to replicate the study, which enhances the credibility and reliability of the findings.
• Validity: A well-designed research plan helps to ensure that the findings are valid, by ensuring that the methods used to collect and analyze data are appropriate for the research question.
• Generalizability : A well-designed research plan helps to ensure that the findings can be generalized to other populations, settings, or situations, which increases the external validity of the study.

Research Design Vs Research Methodology

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Home » Blog » Comprehensive Guide to Research Methodology – Design | Methods | Best Practices

Comprehensive Guide to Research Methodology – Design | Methods | Best Practices

• Other Laws | Blog |
• 19 Min Read
• Last Updated on 16 September, 2024

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Table of Contents

• Introduction
• Steps in Research Process
• Classification of Research Design

1. Introduction

This article describes the research process and different research designs in detail. Management and social science research, like other forms of scientific inquiry, require a structured sequence of highly interrelated steps (Zigmund et al., 2010). The research process involves a series of steps or actions essential for the smooth conduct of any research. The figure below illustrates the sequence of the research process. It is to be noted that these steps are not a road map to all kinds of research. Basically, it is applicable for deductive or functionalist research, and it can or needs to be revised to suit the requirements of a specific project. The research process doesn’t need to be followed successively; rather, the steps overlap frequently and are interrelated. The research process offers a comprehensive guideline that can be referred to for any management and social science research. It may happen that later stages can be accomplished before the earlier stages.

The steps involved in the research process are neither mutually exclusive nor separate and distinct. The selection of a research topic at the outset, defining the research problem and objectives, influences the selection of a sample and data collection. The sample selection may affect the design of questionnaire items. For example, suppose an organization wants to know the cause of attrition among lower-category employees with low educational qualifications. In that case, the wording for the questionnaire will be easier than for people in top management positions with professional educational qualifications. The steps may differ based on the objectives of the research. However, research based on deductive logic should follow the steps outlined below:

2. Steps in Research Process

• Problem Identification
• Literature Review
• Formulating Research Questions
• Research Design
• Data Collection
• Data Analysis
• Conclusions and Report Writing.

The quest for research must always be triggered by the longing to explore and gain more knowledge and understanding. The management dilemma encourages the need for a decision. The need may arise owing to the cause that the researchers want to discover or reestablish certain relationships. The orientation might be to solve immediate management issues, discover something new, or have purely academic intentions. For instance, in an organization, the manager may want to know the reason for high attrition and lack of job satisfaction, or a retail store may survey the post-purchase satisfaction among the customers.

2.1 Research Problem Identification

Defining the research problem is the first step in the research process. The researchers get the proper direction to conduct their research by first understanding the research problems. Hence, a well-defined research problem is crucial. When the problem is discovered, researchers and management can take further steps to define the problem clearly and precisely. A problem defined with accuracy and conscience helps the researchers utilize the available resources effectively. It is imperative for researchers to explore what exactly is the problem and what are the objectives of the research. The rule generally followed to define the research problem is that the definition should permit the researchers to acquire all details required to address the managerial issues and show guidelines for finding a solution. The researcher should be careful not to define the problem too broadly or narrowly. Examples of broad managerial problems are defining a strategy for enhancing organizational performance and a strategy to elevate the organization’s brand equity. An example of a narrow definition of a problem is how to match competitors’ recruitment strategies. To overcome the possibility of both errors while defining the research problem, the researchers must define the problem with broad, popular terms and devise its components. The broad general statement helps the researchers get a sound perspective on the research problem and avoid the error of defining the problem narrowly. On the other side, the specific component helps to identify the key aspects of the research problem, extend a transparent guideline to proceed further and avoid the error of defining the problem too broadly. In management and social science research, broad management problems need to be converted to information-oriented research problems that focus more on the cause than the symptoms. Some examples of managerial problems converted to research problems are presented in Table below. The conversion of management dilemma to managerial questions and further to research questions can be carried out through exploratory research. Such research incorporates an examination of past research studies, a review of extant literature and organizational records and interviewing experts (Cooper et al., 2016).

2.2 Literature Review

Exploring the existing literature is critical in the research process. Researchers must explore and investigate extant literature to observe whether other researchers have already addressed the identified research problem. A literature review is a systematic search of published work, including periodicals, books, journal papers (conceptual and empirical), and reports, representing theory and empirical work about the research problem and topic at hand. A survey of existing literature is customary in applied research and is an elementary requirement of a basic research report. The internet, electronic databases, websites, and e-library help the researcher to carry out literature surveys systematically and easily.

The literature review aims to study the existing state of knowledge in the domain of interest, to picture key authors, theories, methods, topics, and findings in that domain, and to explore the gaps in knowledge in that domain. A literature review conducted systematically reveals whether initial research questions have already gained substantial attention in the extant literature, whether more interesting newer research questions are available, whether past studies have consistent findings or contradictions exist, flaws in the body of research that the researchers can address, and whether the initial research questions need to be revised as per the findings of the literature review. Furthermore, the review can answer the proposed research questions and help identify theories used in previous studies to address similar research questions. For example, for an organization interested in determining the true cause of turnover, the researcher will study extensively the existing literature on attrition and its causes. By studying relevant journal articles, books, and book chapters, the researcher will discover the causes of attrition in general, find out the existing gaps, and suggest the management carry forward the research to find causes specific to the organization.

As deductive research primarily involves theory testing, the researchers must identify one or more theories that can illuminate the proposed research questions. Through an extensive literature review, researchers may uncover various concepts and constructs related to the phenomenon of interest. A theory will extend support to constructs/variables that are logically relevant to the chosen phenomenon. In the deductive approach, researchers use theory/theories as the logical basis for hypothesis testing. However, researchers must carefully select the theories appropriate for the identified problem to be studied. The hypotheses need to be logically formulated and connected to the research objectives.

2.3 Formulating Research Questions

After problem identification and clarification, with or without an exploratory research approach, the researchers should derive the research objectives. Cautious attention to problem definition helps the researchers devise proper research objectives. Research objectives are the goal to be achieved through research. The research objective drives the research process further. A well-devised research objective enhances the possibility of gathering, relevant information and avoiding unwanted information. The research objectives can be properly developed with the consensus of the researchers and management on the actual managerial and business problems. The researcher should ensure that the research objectives are clearly stated, appropriate, and will yield germane information. The research objective may involve exploring the likelihood of venturing into a new market or may necessitate examining the effect of a new organizational policy on employee performance. The nature and types of objectives lead to choosing an appropriate research design.

Research Objectives:  Research objectives represent the goal of the research the researchers want to accomplish.

2.3.1 Suitable Research Questions

Research questions are important to conduct effective research. Without a clear research question, the researcher may face the risk of unfocused research and will not be sure of what the research is about. Research questions are refined descriptions of the components of the research problem. These are questions related to behavior, events or phenomena of interest that the researchers search for answers in their research. Examples include what factors motivate the employees in an organization to apply the gained knowledge back to their jobs or what needs to be done to enhance the creativity of school-going students. Research questions can best state the objectives of the research. Each component of the research problem needs to be broken down into sub-parts or research questions. Research questions inquire about the information essential concerning the problem components. Properly answered research questions will lead to effective decision-making. While formulating research questions, researchers should be guided by the problem statement, theoretical background, and analytical framework.

Sources of Research Questions

• Extant Literature
• Personal experience
• Societal issues
• Managerial problems
• New theories
• Technological advancement
• Empirical cases
• Contradictory finding

2.3.1.1 Significance of Research Questions

Research questions are critical because they guide scientific and systematic literature search, the decision about appropriate research design, the decision about data collection and target audience, data analysis, selection of right tools and techniques and overall to move in the right direction.

The researcher can utilize different sources for formulating research questions, such as extant literature, personal experience, societal issues, managerial problems, new theories, technological advancement, and contradictory findings. The research question must portray certain attributes. Research questions in quantitative research are more specific compared to qualitative research. Sometimes, some qualitative research follows an open approach without any research questions. The main steps involved in formulating research questions are illustrated in Figure below.

Criteria of Effective Research Questions

• Rateability
• Systematic and logical
• Significant
• Fascinating
• Logical association among variables

The sequence in selecting research questions suggests that the researchers are engrossed in a process of progressive focusing down when developing the research questions. It helps them to slide down from the general research area to research questions. While formulating the research questions, the researchers should understand that ending a research question with a question mark is essential. Without a question mark, a statement cannot be considered as a research question. It is quite possible that the researchers may not get answers to all research questions. The research questions need to be related to each other.

2.4 Planning the Research Design

After formulating research problems and literature surveys, the next stage in the research process is to develop the research design. Research design is the blueprint of research activities to answer research questions. It is a master plan that includes research methods and procedures for gathering and analyzing the relevant information with minimum cost, time, and effort. A research design extends a plan for carrying out the research. The researchers need to decide the source to collect information, the techniques of research design (survey or experiment), sampling techniques, and the cost and schedule of the research. The success of these objectives depends on the purpose of the research. Usually, research purposes are segregated into four types: exploration, description, diagnosis, and experimentation.

There are varied designs, such as experimental or non-experimental hypotheses testing (details of different research designs are outlined in section 2.3 in this chapter). There are four primary research methods for descriptive and causal research: survey, experiments, secondary data, and observations. The selection of an appropriate research method relies on the research objectives, available data sources, the cost and effort of collecting data, and the importance of managerial decisions. If the research objective is exploration, a flexible research design can extend better opportunities to investigate different aspects of the research problem. On the other hand, if the intention is simply to describe any situation or phenomena of interest to examine the relationship between two or more variables, the appropriate design should prioritize minimizing bias and maximizing reliability in data collection and analysis. For example, suppose a researcher wants to conduct exploratory research to know the different types of arthritis common in India. In that case, it may require a flexible design relying on secondary data from hospital records or discussions with doctors or other experts to reach conclusions. However, to invent COVID-vaccination and medicine for the COVID-19 virus, the researchers conducted varied experiments to reach a conclusion.

2.4.1 Hypotheses Development

Exploratory research helps the researchers define the research questions, key variables, and theoretical underpinnings and formulate hypotheses if required in the research. The hypotheses must be logically derived based on the research questions and linked to research objectives. A hypothesis is a tentative proposition regarding a research phenomenon. It may be a tentative statement that indicates an association between two or more variables, guided by any supportive theory, theoretical framework, or analytical model. It is a viable answer to the research questions framed by the researchers. Hypotheses are statements of relationships or propositions that are declarative and can be tested with empirical data. Some examples are:

H 1 : Training influences organizational performance.

H 2 : Training enhances employee performance.

For two more research questions i.e., “to what extent does brand love determine purchase intention?” and “does age and family background moderate the relationship?”, the hypotheses are:

H 1 : Brand love is related to purchase intention.

H 2 : Age and Family status moderate the association between brand love and purchase intention. Figure below provides a pictorial representation of the hypotheses drawn.

However, it is not always feasible for researchers to formulate hypotheses in all situations. Sometimes, researchers may lack all relevant information, and theoretical support may not be available to formulate the hypotheses.

2.5 Sampling Design

This stage of the research process involves an investigation of the population under study. A complete investigation of the population under study is known as a census inquiry. Usually, in census investigation, all units or items of the population are studied with high accuracy and reliability. However, it is usually not practicable and feasible for the researchers to study the entire population. Researchers usually prefer to investigate small, representative subgroups from the population known as sample. The procedure to select the sub-groups/samples is called sampling design. Sampling entails the process of drawing conclusions based on a subgroup of the population. Hence, the sample is a subset of the population. The first question that needs to be addressed in sampling is “who is to be included in the sample?” and this requires the identification of the target population under study. It is difficult for the researcher to define the population and sampling unit. For example, if a researcher wants to investigate the financial savings and vehicle loan association survey. In that case, individuals with existing accounts will be taken, and this sample unit represents the existing customers and not the potential customers. Hence, it is critical in sampling design to determine the specific target population.

Secondly, the issue that concerns the researchers in sampling design is selecting an appropriate sample size, and the third concern is selecting the sampling units. Researchers need to address these concerns to justify the research. Samples can be selected either using probability sampling techniques or non-probability sampling techniques. There are four types of probability sampling such as simple random, systematic, stratified, and cluster sampling. Non-probability sampling includes convenience, judgmental, quota, and snowball sampling. Depending on the objective, researchers should select the appropriate sampling techniques for their study.

2.6 Fieldwork and Gathering Data

After the formalization of the sampling plan, the fieldwork and data-gathering stage begins. The researcher gathers data after finalizing what to research, among whom, and which method to use. Data gathering involves the process of information collection. Different data collection instruments are available for researchers to collect information or data. Broadly, there are two ways to collect data, such as primary and secondary data collection methods. Primary data include data collected firsthand and are original. Varied methods are available for primary data collection, such as structured and unstructured interviews, focused group discussion, observation, and survey using a structured questionnaire. The data can be collected offline or online. Secondary data included information collected from published or unpublished sources that were already available. Some secondary data collection sources are articles, magazines, company records, expert opinion survey data, feedback of customers, government data, and past research on the subject. For example, to conduct a survey of job satisfaction in an organization, the researcher may circulate a printed questionnaire offline or mail the questionnaire to the selected respondents following an appropriate sampling technique.

Another example could be a study that investigates the purchase preference for luxury cars, and the base model demands primary and empirical information. However, another study that intended to describe the financial investment behavior of existing customers will use secondary data. At this stage, the researchers need to ensure the reliability and validity of the data obtained for the study.

2.7 Data Processing and Analysis

After data gathering, the data needs to be converted or properly coded to answer the research question under study. The information gathered in the data collection phase should be mined from the primary raw data. Data processing starts with data editing, coding, and tabulation. First, it is vital for the researchers to check the data collection forms for missing data, clarity, and consistency in categorization. The editing process involves problems associated with data, such as respondents’ response errors. Editing improves the quality of the data and makes the data usable for tabulation, analysis, and interpretation. Tabulation is a technical process in which classified data are presented in tables. Researchers use computers to feed data to a computer spreadsheet for data analysis. The preparation of a spreadsheet also requires lots of expertise and experience.

After coding the data, the next step is to analyze the data. Data analysis is the utilization of reasoning to make sense of data gathered. Ample statistical techniques are available for the researchers to analyze the data. Based on the research questions, objectives, study types, sampling framework used, data types, and degree of accuracy involved in the research, one can choose from parametric or non-parametric techniques for data analysis. Researchers may adopt univariate, bi-variate or multi-variate methods for data analysis. The analysis may include simple frequency analysis, multiple regression, or structural equation modeling. Different techniques are available for qualitative data, presented in Part 3 of this book.

2.8 Drawing Conclusion and Preparing a Report

After data analysis, the final stage in the research process is the interpretation of the results. The researcher requires analytical skills to interpret the statistical results, link the output with the research objectives, and state the implications of the result.

Research Design:  Research design is the blueprint/systematic steps to carry out research smoothly

Finally, researchers must communicate the result in the form of a report. The preparation of the final report needs to be done with the utmost care. The final report should include the identified research questions, research approach, data collection method, data analysis techniques, study findings, and implications for theory and practice. The structure of the report will be discussed in the last section of this book. The report should be prepared comprehensively to be usable by management or organizations for decision-making.

3. Classification of Research Design

This section highlights the classification of research design. As mentioned in the previous section, research design is the framework for carrying out management and other research. After the identification of a problem, the researchers formulate the research design. A good research design ensures the effectiveness of the research work. The choice of selecting an appropriate design relies on the research objectives. The broad categorization of research design with sub-categorization is detailed in various sub-sections.

3.1 Exploratory Research Design

Methods to Conduct Exploratory Research

• Literature survey
• Secondary sources of data
• Experience survey
• Focused group discussions
• Observations
• Structured and unstructured interviews
• Pilot surveys
• Case Studies

Exploratory research design is the simplest form of research design. The researchers explore the true nature of the problem. When researchers aim to study a new area or examine a new interest, exploratory design is a good option. This research design is flexible and versatile in approach. The information required by the researchers is defined loosely and unstructured. Researchers carrying out qualitative research usually adopt exploratory research design. Exploratory research design serves three purposes (a) it helps the researchers to address their inquisitiveness and quest for better understanding (b) to assess the practicality of carrying out border research (c) and devise methods for further studies.

Methods to Conduct Descriptive Research

• Self-administered survey
• Phone survey
• Mail survey/online survey
• Observation
• Personal interview
• Telephone interview

Exploratory research design has paramount significance in management and social science research. They are crucial for researchers who want to study something new. To cite an example, during the COVID-19 pandemic, physical health, mental health, and safety of school and college-going children were a concern for most people. The online education system was the new normal at that time. Research studying the impact of digitalization, long time spent in online studies on students’ health and mental well-being during the COVID-19 pandemic, is of an exploratory kind. One of the disadvantages of exploratory research design is that researchers rarely get specific answers to the research questions.

3.2 Descriptive Research Design

The prime objective of descriptive research design is to describe certain situations or events. This type of design provides an extensive explanation of the research phenomena under study. In descriptive research, the researchers possess prior knowledge about the problem situations. The information is defined with clarity. This kind of research is preplanned and more structured than exploratory research. Researchers must formulate research questions properly and have clarity regarding the types of data needed and the procedure to be followed to achieve the research objectives. Researchers have the luxury of covering a large representative sample. Researchers must answer five Ws and one H – what, who, when, where, why, and how of research issues. What kind of information is required for the research, who are the target respondents, when the information will be collected, where to interact with the respondents, why information is collected from the respondents and how to collect data from the respondents. Descriptive research studies can be cross-sectional or longitudinal. The major objectives for the following descriptive research are given below.

• To explain the characteristics of certain groups such as the Indian population, employees, students, marketing personnel, organizations, sales persons. For example, a university to design a customized online higher studies course for working professionals needs a holistic profile of the interested population.
• To evaluate the portion of individuals in a specific population portraying a typical behavior. For instance, when a researcher is inclined to know the percentage of employees not interested in an online platform introduced for them in their organization.
• To predict for future. For instance, to know the future of physical retail stores due to the widespread expansion of online stores.
• To examine the extent to which management research variables relate to each other. For example, to what extent does work-life balance, salary, and conducive work environment enhance employee job satisfaction?

3.3 Causal Research Design

Usually, causal research design is adopted by researchers to explain causal relationships among phenomena under study. Causal research examines cause-and-effect relationships among variables. Causal research has certain criteria, as already discussed in Chapter 1. Causal research follows a planned and structured design like descriptive research. Though the magnitude of the relationship among variables is examined in descriptive research, the causal association cannot be explained through such research. Experimentation is one of the methods for carrying out causal research.

In causal research, the researchers usually examine the impact of one variable on another. The researchers try to explore the cause-and-effect relationship (nomothetic explanation). How can the researcher know whether cause and effect are associated? There are three criteria for a nomothetic causal relationship when (1) two or more variables are correlated, (2) the cause precedes the effect and (3) the absence of a plausible alternative explanation for the effect other than the proposed cause (Babbie, 2020). First, without establishing a correlation among two or more variables, causation cannot exist. Second, the cause should happen before the effect in time. For instance, it is more sensible to say that children’s religious affiliation is caused by their parents than to reflect that parents’ religious affiliation is due to children; even in some cases, it is plausible that children may convert to other religions later with their parent’s permission. The third significant condition for a causal relationship is that the effect cannot be attributed to any external third variable for establishing causation.

To cite one classic example, there is a causal association between sales of ice cream and death owing to drowning. Intake of more ice creams in summer does lead to a higher death rate due to drowning. The third intervening variable that causes higher death is season or temperature. In summer, higher deaths occur due to swimming and not because of taking ice-creams. The intervening variable season or temperature causes a higher death rate.

To establish a reliable causal relationship among two or more variables, other influencing variables must be controlled to neutralize their impact on the studied variables. For example, to study the effect of factors influencing training transfer in soft skill training, the other intervening variables such as age, gender, and educational qualification need to be controlled. This kind of research sometimes demands experimentation to establish causality. In most cases, causal research is quantitative and needs statistical hypothesis testing.

3.4 Experimental Research Design

Experimental research aims to examine the cause-effect relationship in a controlled setting by isolating the cause from the effect in time. The three criteria suggested by John Stuart Mill mirror in experimental research. In experimental research, the cause is administered to one group of subjects, known as the treatment group and not to the control group, and the researchers observe the difference in mean effect among the subjects of both groups. Whether variation in the cause is connected to variation in effect is observed. To be more specific, the researcher manipulates the independent variable and examines the change in the dependent variable, keeping other variables constant. Researchers used varied methods during the experiments to reduce the plausible effect of other explanations for the effect, along with ancillary methods to investigate the plausibility of those that cannot be ruled out. It is vital in experimental studies to control the extraneous and confounding variables while carrying out the experiments. Ignorance of such variables may lead to spurious relationships among studied variables. However, bringing many of the variables under experimental control is impossible. For example, personal characteristics of the subject like age, sex, intelligence, beliefs and persona. In such cases, the researchers must observe natural variations in the variables of concern. Then, statistical procedures are used to rule out the plausible impact of uncontrolled factors.

Experimental Research Design:  An experiment is a method of collecting evidence to indicate the effect of one variable on another.

Experimental research design can be conducted in a laboratory setting (laboratory experiment) or in a field setting (field experiments) where the phenomena of research interest happen. As an example, one of the most talked about and controversial experiments conducted on understanding human behavior has been the Stanford Prison Experiments, which took place at Stanford University in 1971. The experiments were funded by the US Office of Naval Research, and the principal investigator for the same was Prof Phillip Zimbardo. The major purpose of these experiments was to understand how norms develop and social expectations about roles shape group behavior. Experimental studies are segregated into four categories such as pre-experimental, true-experimental, quasi-experimental and statistical design.

3.4.1 Correlation, Causation and Cofounds

Correlation cannot be treated as causation, and correlation does not always prove causation. In correlation, it is unclear which variable comes first or whether any alternative explanation exists for the assumed effect. Two variables may be correlated due to chance. Correlation is symmetric, while causation is asymmetric. Two variables may be co-related, but their relationship may be affected by a third variable called cofounds. For example, let’s say that high salary and high educational qualifications are correlated. It is difficult to say with confirmation which comes first. Whether a high educational qualification leads to a high salary, or a high salary leads to a high educational qualification. Both possibilities can hold true and necessitate further investigation. Until researchers conclude through their investigation, a mere correlation among these two variables will not give a clear picture of their causal relationship. There is also the possibility of an alternative explanation for the relationship between high salary and high educational qualifications. The link may be due to a third variable called intellect, which results in high salary and high educational qualifications.

In management research, social science, and natural science, three significant pairs of components are required for experimentation: Experimental and control group, independent and dependent variable, and pre-test and post-test.

3.4.1.1 Experimental and Control Group

The group in which an experimental treatment is administered is known as the experimental or treatment group. In contrast, the group in which no experiment is administered is known as the control group. Using control groups enables the researchers to assess the experiment’s effects. For example, suppose a researcher wants to study the impact of rewards on employee productivity in an organization. In that case, the researcher can experiment with two groups of employees. One group will be given external rewards, known as the experimental group, and the other group (control group) will provide no external rewards. Then, the researcher can investigate the causal association between rewards on employees’ productivity through this experiment. The use of a control group is quite common in medical science research. In social science and management research, the use of control groups and experimental studies became popular with several experiments conducted in the late 1920s and early 1930s by F. J. Roethlisberger and W. J. Dickson (1939) to discover the changes required in working conditions to enhance employee satisfaction and productivity. Their series of experiments resulted in the Hawthorne effect.

3.4.1.2 Independent and Dependent Variables

In experimental research, the researchers study the impact of an independent variable on the dependent variable. Usually, experimental stimuli, whether present or absent, are considered independent variables. Independent variables are manipulated in the study, and their effects are assessed and compared. The researchers compare outcomes when the stimulus is present and not present. Hence, the independent variable is the cause, and the dependent variable is the presumed effect. It is to be noted that the independent variable in one study may serve as a dependent variable in another study. For example, an experiment intends to explore the causality between high salary and job satisfaction, job satisfaction is the dependent variable. However, in another experiment designed to explore the causality between job satisfaction and employee productivity, job satisfaction is the independent variable.

3.4.1.3 Pre- and Post-test

In an experiment, the experimenters measure the variable before conducting the experiment on the group known as the pre-test and measure the variable after conducting the experiments is called as post-test. Hence, subjects are exposed to a stimulus called a dependent variable (pre-testing), then exposed to a stimulus, i.e., independent variable, and again assessed with a dependent variable (post-testing). Any discrepancies between the two measurements of dependent variables are ascribed to the independent variable.

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OCR A-level Psychology - Research Methods Autumn Term Lessons, Activities, Revision and Assessment

Subject: Psychology

Age range: 16+

Resource type: Unit of work

Last updated

17 September 2024

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Covers: Experiments Variables Experimental Designs Sampling Aims and Hypotheses Validity and Reliability 35-mark Assessment Assessment Answers Assessment Feedback (in depth, question by question with examples)

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