In my previous blog, "Qualitative and Quantitative Research: What's What?" I explained the difference between qualitative and quantitative research. In this blog, I will discuss what kinds of research topics call for a qualitative approach and which ones, on the contrary, require a quantitative approach.

Do you want to demonstrate a change in attitude resulting from an activity, project, or program? Do you want to show significant differences and be able to generalize to the masses? And do you want to be able to make numerical statements about a specific target group? Then a quantitative method of research fits best.

Examples of research questions answered through quantitative research:

• What is the effect of project X on target group Y?
• To what extent are visitors/participants satisfied?
• Does the attitude towards subject X change with target group Y?

Do you need more in-depth information? Do you want to know what's behind it? And are you looking for motives?  Then qualitative research is the best method. You want answers to the Why and How Questions.

Examples of research questions answered through qualitative research:

• How can we improve our project?
• Why do people visit our museum?
• How do people experience visiting us?

Qualitative and quantitative research are not necessarily independent. Sometimes a research question requires a mix of both methods, where you want to know the effect; are visitors satisfied? And why are they satisfied?

If you are going to conduct research, it is essential to formulate the right research question. The purpose of the research and the research question indicates what the setup of the research will contain. A good research question ensures that you have the correct information to actually work at the end of the research. There are five steps to formulating the right research question:

Step 1: Why research?

The first step in deciding on a proper research question is to answer the question, "why are you going to research, evaluate, or monitor? Answering these questions will give you an idea of the type of research question you will ask, what information you need, and which answers you need. Do you want to improve a project, or do you want to justify your project? With both goals, you're going to be evaluating, but the answers you wish to obtain afterward are very different—improvements versus demonstrated effects.

Step 2: What information do you need?

Based on your goal (Step 1), you can determine what information you need to meet this goal. What do you need to know to meet your goal? Do you want to improve goal attainment? If so, you need information in the form of points for improvement (what is going well and what could be improved?) Is the goal to legitimize your project for funders? Then you need information in the form of the impact of the project. Do you want better alignment with the target group, and is this the goal of your research? Then you need information in the form of characteristics, wishes, and needs of the target group. Always ask yourself the question: what am I going to do with this information? This will enable you to set priorities.

Step 3: Formulating a research question

Based on your research goal and the accurate description of your information needs, you can formulate your research questions. Formulate these questions as precisely as possible. When preparing the questions, remember that you or a researcher will soon be answering them. So will you achieve your research goal, and can you take follow-up action if you get answers to these questions?

Step 4: Preconditions

Various preconditions can be linked to the research. It is essential to gain insight into this in the phase of formulating the research question. Preconditions you need to consider include time, budget, availability of specific data, and so on.

Step 5: What will the final result look like?

Research results can be delivered in a variety of forms. <LINK to blog>Digitally, physically, a report, a fact sheet, a book, a video, an article, a discussion session, a presentation, a website, a PowerPoint presentation, an infographic, an animation, a magazine, a flyer, to name a few. And what is communicated therein? Impacts, arguments, or areas for improvement. Make a representation of what you would like to get at the end of the research and whether you can use it to take your intended action, convince others, improve policies or activities or make a decision.

Sending out a survey is an excellent method to question many people in the same way. If you can obtain a good response rate, you’ll get a representative picture of your research group. But how do you ensure an adequate response?

1. Carefully select your research group. Don't just write to anyone or randomly choose a cross-section of the phone book, but rather look at who you want to fill out your questionnaire. How old are they? A particular occupation? Hobbies? If your research group is interested in your topic, they are more likely to (fully) complete your questionnaire.
2. Explore how you best reach your research group. Can you email or survey them at a venue (after visiting a museum)? Or through postal services, in case they don't have internet access. You can also offer multiple options, so respondents can choose how to fill out the questionnaire.
3. Make it as easy as possible for your respondents. If you conduct a digital questionnaire, make sure there is a working link so that respondents can click through immediately. If logging in with a password is not necessary, e.g., to link data, ensure the link is working. If you use written questionnaires, make sure there is a reply envelope and a reply number. If you are on location with written questionnaires, make sure you have suitable writing materials and a table (and chair).
4. Keep the questionnaire as short as possible. Only ask what is necessary because nobody likes to fill in a lengthy questionnaire. Ask relevant questions only and refer to another question "if necessary, fill out the next question; if not, go on to question, e.g., 10." Digitally show how long it will take to complete the questionnaire.
5. Please make sure the questions are lucid, and it is clear to the respondent what is expected of them; also, when redirecting them to other questions. You can easily set this up Digitally (if question 1 is yes, continue to question 5), but make sure it is clear on paper as well.
6. Only make questions mandatory if they are essential. Mandatory questions are more likely to cause people to drop out.
7. Make it clear why it is essential that they complete the questionnaire and pay special attention to the importance of the respondents. With this information, we can...'
8. Thank your respondents, if possible, with a small gift. Your respondents will appreciate your thoughtfulness.