Having multiple research tools available for use increases the possibility that
research questions can be answered well. Using multiple methods also makes
it possible for the data collected with one tool to be compared to that collected
with another. Consistencies between findings add confidence and inconsistencies
indicate that either the situation is complex or that one or another of the
tools used could be applied more appropriately. Multiple tools also ensure that
researchers build their research muscles by learning new skills and keeping
their existing research strengths intact.
Planning to use more than one research tool allows the data-gathering
process to move forward, even if there is a snafu with actually utilizing one of
the tools proposed. If both observations and surveys are planned, the research
process can proceed even if management decides that potential respondents
are too busy to answer survey questions, for example. The ultimate knowledge
gained may be less if surveys are eliminated, in this example, but useful information
will be collected through the observations done.
Findings from different sorts of research projects resonate with different
client groups, so including a range of different tools in each research plan
increases the likelihood that people will respond positively to the research
project. Some individuals believe research that requires human interpretation,
such as observations, is too nebulous or wishy-washy to support a design decision.
They find only quantitative research techniques valuable. Other people
feel that surveys and experiments cannot holistically investigate human experience,
and these individuals favor qualitative research. A mix of research
tools can satisfy individuals with each of the orientations described.
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