Market and Social Research Design

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Research Objectives

We convert business objectives into clear and measurable research objectives

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Research Methodology

We recommend the appropriate methodology in line with the research objectives

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Sampling Design

We specify the procedure for obtaining the research sample from the target population

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Research Instruments

We design research questionnaires and test the instruments for reliability

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Qualitative Research

This is a scientific method of exploration to gather non-numerical data. The purpose is to find characteristics and meanings in certain phenomena and to define concepts. It can be described as a process of naturalistic inquiry that seeks in-depth understanding of phenomena from the direct and subjective experiences of human beings in their daiy lives.

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Quantitative Research

The systematic investigation and measurement of phenomena by gathering quantifiable data from a representative sample of the population of interest. The researcher analyses the data with the help of statistical, mathematical or computational techniques and determines the parameters within which the results can be generalized to the rest of the population.

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Mixed Methods Design

The mixed methods design combines qualitative and quantitative methods. Its main advantage is bridging the gap that often results from solely adopting either a quantitative or a qualitative research methodology. The application of mixed methods enables triangulation and enhances research rigour wherein the methods complement each other.

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Research Sampling

Sampling refers to drawing and studying a fraction of the target population. This is because it is often not feasible to include all members or elements of the population of interest. Sampling is the main methodological issue that determines generalisability of research findings. Sampling techniques are either probabilistic or non-probabilistic.

If two of our clients argue, one claiming we are qualitative researchers and the other that we are quantitative researchers, they are both telling the truth. They would simply be testifying to the type of research that we did for them and did so well they cannot imagine us being as good in a different methodology.

Khumbula Consulting