13.1: Choosing a Research Methodology

The first step in research is to know what the situation calls for in terms of the formality or rigour of research required. Although formal research carefully documents sources with citations and references, most messages relay informal research (such as when you quickly look up some information you have access to and email it to the person who requested it). Either way, you apply skills in retrieving and delivering the needed information to meet your audience’s needs, often by paraphrasing or summarizing, which are valuable skills coveted by employers. Knowing what research type or “methodology” the situation calls for—formal or informal research, or primary or secondary research—in the first place will keep you on track in the preliminary stage of the writing process.

Looking up information and delivering it in an email answering someone’s question without needing to formally cite your sources is informal research. It is by far the most common type of research: all professionals do it several times a day in their routine communication with the various audiences they serve.

For instance, your manager might ask you to recommend a new printer to replace the one that has just stopped working. You are no expert on printers, but you know whom you can ask. You go to Erika, the administrative assistant in your previous department, and she recommends the Ricoh printer. You trust what she says, so you end your research there and pass along this recommendation to your manager. Now, because your source of information (whom you don’t necessarily need to identify in informal research) was relatively subjective and didn’t explain in full why the Ricoh was better than all the other models available, you can’t have 100% confidence in the recommendation you make. However, this type of research is acceptable when you don’t have much time and your audience doesn’t need to check your sources.

However, if your task is not to recommend one printer for your department/office but to recommend, say, what new printers Fanshawe should buy for all the computer labs on the main campus, you wouldn’t just ask someone—you would do some focused formal research and write a report to support whatever recommendation(s) you might make.

Formal research takes a more systematic approach and documents the sources of information compiled using a conventional citation and reference system designed to make it easy for the audience to check out your sources themselves to verify their credibility. Formal research is more scientific in discovering needed information or solving a problem, beginning with a hypothesis (your main idea when you begin, which, in the case above, could be that the Ricoh might be the best printer), and then testing that hypothesis in a rigorous way. In this case, you would come up with a set of criteria including certain features and capabilities that you need your printer to have, cost, warranty and service plan, availability, etc. Next you would look at all the accessible literature on the printers available to you, including the product webpages and spec manuals, customer reviews from other vendors, and reviews from reputable sources such as Consumer Reports, which gets experts to test the various available models against a set of criteria. Finally, you could test the printers yourself, score them according to your assessment criteria, rank the best to worst, and report the results.

Formal research obviously requires more time, labour, practice, skill, and resources in following a rigorous procedure. In the case of the printer research above, having a subscription to Consumer Reports gives you access to valuable information that not everyone has. (If you simply Google-searched “best office printer,” you may get a Consumer Reports ranking as one of your top results, but when you follow the links, you’ll get to a subscription pricing page rather than the list you’re looking for. A large part of the internet exists on the other side of paywalls.) If you are a college student, however, you can access Consumer Reports via your college library account if its journal and magazine databases include Consumer Reports, search for office printers, and get a handy ranking of the latest multifunctional printers. You can check their selection criteria to determine if their number one choice is the right printer for your needs, and if you are satisfied, you are ready to report the make and model number to your manager. Finally, to prove that the recommendation comes from a reputable source with authority in the matter, you cite the Consumer Reports article showing the author, year, title, and retrieval information so that your manager can verify that you used a reputable, authoritative, and current source.

Why go to so much trouble? Obviously, because institutions can’t afford to waste money on equipment that might not meet their needs, and you don’t want to cause problems for your institution. In this case, formal research (“doing your research homework”) protects you and your organization against preventable losses.

For both formal and informal research, one methodological question you might ask yourselves is both if you should conduct primary or secondary research and if you should use primary or secondary research sources. As briefly discussed in a previous chapter, primary research generates new knowledge and secondary research applies it. In the above example, the authors of the Consumer Reports article conducted primary research because they came up with the assessment criteria, arranged for access to all the printers, tested and scored each according to how well they performed against each criterion, analyzed the data, determined the ranking of best to worst printer on the market, and reported it in a published article. If you can’t conduct primary research yourself because you don’t have easy access to all the printers worth considering, you are thankful someone else has and would be ready to pay to get that information.

Other forms of primary research include surveys of randomly sampled people to gauge general attitudes on certain subjects and lab experiments that follow the scientific method. If a pharmaceutical company is researching a new treatment option for a particular health condition, for instance, it starts in the chemistry lab, producing a compound that could be put in a pill, tests its safety on animal subjects, then runs human trials where it’s given to as many test subjects as possible. Some are given a placebo without knowing it (making them “blind” — that is, unaware) by someone on the research team who also doesn’t know whether it’s the real pill or the placebo (making the study “double blind”). Close observations of the effects on people with the condition and without, having taken the new pill and the placebo, determines whether the new drug is actually effective and safe. Primary research is labour-intensive, typically expensive, and may include aspects of secondary research if referring to previous primary research.

Secondary research is what most people—especially students—do when they have academic or professional tasks, and it involves finding and using both primary and secondary research. To use the printer example above, accessing the Consumer Reports article and using its recommendation to make a case for office printer selection is secondary research. Depending on whether that secondary research is informal or formal, it may or may not cite and reference all sources.

The easiest, most common, and most expedient research, the kind that the vast majority of informative workplace communication involves, is informal secondary research. As when an employee sends company pricing and scheduling information in response to a request from a potential customer, informal secondary research involves quickly retrieving and relaying information without citing it—not out of laziness or intentional plagiarism but because formal citations are neither necessary nor expected by some readers.

However, when you do a school research assignment requiring you to document your sources or if your ,manager requires you to cite the sources you used as a basis for endorsing an office printer in a recommendation report (because it will be an expensive investment), you perform formal secondary research. In business, the latter type is best for ensuring that company resources are used appropriately and that any decisions made would likely be supported by all stakeholders. In other words, formal secondary research is a necessary part of a business’s due diligence. In the following section(§13.2), we will break down the labour-intensive process of building a document around source material collected through formal secondary research.