A.Experiment

B.Case study

C.Survey / Questionnaire

D.Observation

E.Interview

F.Content analysis / Secondary data

G.Discourse analysis

ii.Can gather data relatively quickly and easily from a large number of participants.

iii.Can establish a cause-effect relationship by controlling variables.

iv.Can see how people behave in real-life settings.

v.Can collect in-depth answers to open-ended questions about behaviours and attitudes.

vi.Good for longitudinal research (= research over a longer time-period).

vii.Can include a range of data collection techniques to gain an in-depth understanding of behaviour within a specific situation, organisation or company.

ii.Because this technique focuses only on language, it may not ‘tell the whole story’.

iii.Data is self-reported and so it may not be 100% accurate.

iv.Depending on the type (covert v overt), ethical issues or the Hawthorn effect may occur.

v.May be unreliable if the original documents are not of good quality.

vi.May be difficult to generalise the laboratory results to real-life settings.

vii.May produce biased results due to ‘interviewer effect’ if not carefully carried out; can be hard to generalise results due to small number of participants.

B.Case study：vii

C.Survey / Questionnaire：ii

D.Observation：iv

E.Interview：v

F.Content analysis / Secondary data：vi

G.Discourse analysis：i

B.Case study
vi.Good for longitudinal research (= research over a longer time-period).

C.Survey / Questionnaire
ii.Can gather data relatively quickly and easily from a large number of participants.

D.Observation
iv.Can see how people behave in real-life settings.

E.Interview

v.Can collect in-depth answers to open-ended questions about behaviours and attitudes.

F.Content analysis / Secondary data
vii.Can include a range of data collection techniques to gain an in-depth understanding of behaviour within a specific situation, organisation or company.

G.Discourse analysis
i.Good for making in-depth connections between language and culture.

B.Case study
i.Sample sizes are usually small and focused only one or two organisations / situations / companies, so it may be difficult to generalise the results.

C.Survey / Questionnaire
iii.Data is self-reported and so it may not be 100% accurate.

D.Observation
iv.Depending on the type (covert v overt), ethical issues or the Hawthorn effect may occur.

E.Interview
vii.May produce biased results due to ‘interviewer effect’ if not carefully carried out; can be hard to generalise results due to small number of participants.

F.Content analysis / Secondary data
v.May be unreliable if the original documents are not of good quality.

G.Discourse analysis
ii.Because this technique focuses only on language, it may not ‘tell the whole story’.

B.Case study：i

C.Survey / Questionnaire：ili

D.Observation：

E.Interview：vii

F.Content analysis / Secondary data：

G.Discourse analysis：ii

B：vii

C：ii

D：iv

E：v

F：vi

G：i