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Research Process Guide

  • Step 1 - Identifying and Developing a Topic
  • Step 2 - Narrowing Your Topic
  • Step 3 - Developing Research Questions
  • Step 4 - Conducting a Literature Review
  • Step 5 - Choosing a Conceptual or Theoretical Framework
  • Step 6 - Determining Research Methodology
  • Step 6a - Determining Research Methodology - Quantitative Research Methods
  • Step 6b - Determining Research Methodology - Qualitative Design
  • Step 7 - Considering Ethical Issues in Research with Human Subjects - Institutional Review Board (IRB)
  • Step 8 - Collecting Data
  • Step 9 - Analyzing Data
  • Step 10 - Interpreting Results
  • Step 11 - Writing Up Results

Step 1: Identifying and Developing a Topic

a researcher plans to identify

Whatever your field or discipline, the best advice to give on identifying a research topic is to choose something that you find really interesting. You will be spending an enormous amount of time with your topic, you need to be invested. Over the course of your research design, proposal and actually conducting your study, you may feel like you are really tired of your topic, however,  your interest and investment in the topic will help you persist through dissertation defense. Identifying a research topic can be challenging. Most of the research that has been completed on the process of conducting research fails to examine the preliminary stages of the interactive and self-reflective process of identifying a research topic (Wintersberger & Saunders, 2020).  You may choose a topic at the beginning of the process, and through exploring the research that has already been done, one’s own interests that are narrowed or expanded in scope, the topic will change over time (Dwarkadas & Lin, 2019). Where do I begin? According to the research, there are generally two paths to exploring your research topic, creative path and the rational path (Saunders et al., 2019).  The rational path takes a linear path and deals with questions we need to ask ourselves like: what are some timely topics in my field in the media right now?; what strengths do I bring to the research?; what are the gaps in the research about the area of research interest? (Saunders et al., 2019; Wintersberger & Saunders, 2020).The creative path is less linear in that it may include keeping a notebook of ideas based on discussion in coursework or with your peers in the field. Whichever path you take, you will inevitably have to narrow your more generalized ideas down. A great way to do that is to continue reading the literature about and around your topic looking for gaps that could be explored. Also, try engaging in meaningful discussions with experts in your field to get their take on your research ideas (Saunders et al., 2019; Wintersberger & Saunders, 2020). It is important to remember that a research topic should be (Dwarkadas & Lin, 2019; Saunders et al., 2019; Wintersberger & Saunders, 2020):

  • Interesting to you.
  • Realistic in that it can be completed in an appropriate amount of time.
  • Relevant to your program or field of study.
  • Not widely researched.

                                                               

Dwarkadas, S., & Lin, M. C. (2019, August 04). Finding a research topic. Computing Research Association for Women, Portland State University. https://cra.org/cra-wp/wp-content/uploads/sites/8/2019/04/FindingResearchTopic/2019.pdf

Saunders, M. N. K., Lewis, P., & Thornhill, A. (2019). Research methods for business students (8th ed.). Pearson.

Wintersberger, D., & Saunders, M. (2020). Formulating and clarifying the research topic: Insights and a guide for the production management research community. Production, 30 . https://doi.org/10.1590/0103-6513.20200059

  • Last Updated: Jun 29, 2023 1:35 PM
  • URL: https://libguides.kean.edu/ResearchProcessGuide

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Research Design | Step-by-Step Guide with Examples

Published on 5 May 2022 by Shona McCombes . Revised on 20 March 2023.

A research design is a strategy for answering your research question  using empirical data. Creating a research design means making decisions about:

  • Your overall aims and approach
  • The type of research design you’ll use
  • Your sampling methods or criteria for selecting subjects
  • Your data collection methods
  • The procedures you’ll follow to collect data
  • Your data analysis methods

A well-planned research design helps ensure that your methods match your research aims and that you use the right kind of analysis for your data.

Table of contents

Step 1: consider your aims and approach, step 2: choose a type of research design, step 3: identify your population and sampling method, step 4: choose your data collection methods, step 5: plan your data collection procedures, step 6: decide on your data analysis strategies, frequently asked questions.

  • Introduction

Before you can start designing your research, you should already have a clear idea of the research question you want to investigate.

There are many different ways you could go about answering this question. Your research design choices should be driven by your aims and priorities – start by thinking carefully about what you want to achieve.

The first choice you need to make is whether you’ll take a qualitative or quantitative approach.

Qualitative research designs tend to be more flexible and inductive , allowing you to adjust your approach based on what you find throughout the research process.

Quantitative research designs tend to be more fixed and deductive , with variables and hypotheses clearly defined in advance of data collection.

It’s also possible to use a mixed methods design that integrates aspects of both approaches. By combining qualitative and quantitative insights, you can gain a more complete picture of the problem you’re studying and strengthen the credibility of your conclusions.

Practical and ethical considerations when designing research

As well as scientific considerations, you need to think practically when designing your research. If your research involves people or animals, you also need to consider research ethics .

  • How much time do you have to collect data and write up the research?
  • Will you be able to gain access to the data you need (e.g., by travelling to a specific location or contacting specific people)?
  • Do you have the necessary research skills (e.g., statistical analysis or interview techniques)?
  • Will you need ethical approval ?

At each stage of the research design process, make sure that your choices are practically feasible.

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Within both qualitative and quantitative approaches, there are several types of research design to choose from. Each type provides a framework for the overall shape of your research.

Types of quantitative research designs

Quantitative designs can be split into four main types. Experimental and   quasi-experimental designs allow you to test cause-and-effect relationships, while descriptive and correlational designs allow you to measure variables and describe relationships between them.

With descriptive and correlational designs, you can get a clear picture of characteristics, trends, and relationships as they exist in the real world. However, you can’t draw conclusions about cause and effect (because correlation doesn’t imply causation ).

Experiments are the strongest way to test cause-and-effect relationships without the risk of other variables influencing the results. However, their controlled conditions may not always reflect how things work in the real world. They’re often also more difficult and expensive to implement.

Types of qualitative research designs

Qualitative designs are less strictly defined. This approach is about gaining a rich, detailed understanding of a specific context or phenomenon, and you can often be more creative and flexible in designing your research.

The table below shows some common types of qualitative design. They often have similar approaches in terms of data collection, but focus on different aspects when analysing the data.

Your research design should clearly define who or what your research will focus on, and how you’ll go about choosing your participants or subjects.

In research, a population is the entire group that you want to draw conclusions about, while a sample is the smaller group of individuals you’ll actually collect data from.

Defining the population

A population can be made up of anything you want to study – plants, animals, organisations, texts, countries, etc. In the social sciences, it most often refers to a group of people.

For example, will you focus on people from a specific demographic, region, or background? Are you interested in people with a certain job or medical condition, or users of a particular product?

The more precisely you define your population, the easier it will be to gather a representative sample.

Sampling methods

Even with a narrowly defined population, it’s rarely possible to collect data from every individual. Instead, you’ll collect data from a sample.

To select a sample, there are two main approaches: probability sampling and non-probability sampling . The sampling method you use affects how confidently you can generalise your results to the population as a whole.

Probability sampling is the most statistically valid option, but it’s often difficult to achieve unless you’re dealing with a very small and accessible population.

For practical reasons, many studies use non-probability sampling, but it’s important to be aware of the limitations and carefully consider potential biases. You should always make an effort to gather a sample that’s as representative as possible of the population.

Case selection in qualitative research

In some types of qualitative designs, sampling may not be relevant.

For example, in an ethnography or a case study, your aim is to deeply understand a specific context, not to generalise to a population. Instead of sampling, you may simply aim to collect as much data as possible about the context you are studying.

In these types of design, you still have to carefully consider your choice of case or community. You should have a clear rationale for why this particular case is suitable for answering your research question.

For example, you might choose a case study that reveals an unusual or neglected aspect of your research problem, or you might choose several very similar or very different cases in order to compare them.

Data collection methods are ways of directly measuring variables and gathering information. They allow you to gain first-hand knowledge and original insights into your research problem.

You can choose just one data collection method, or use several methods in the same study.

Survey methods

Surveys allow you to collect data about opinions, behaviours, experiences, and characteristics by asking people directly. There are two main survey methods to choose from: questionnaires and interviews.

Observation methods

Observations allow you to collect data unobtrusively, observing characteristics, behaviours, or social interactions without relying on self-reporting.

Observations may be conducted in real time, taking notes as you observe, or you might make audiovisual recordings for later analysis. They can be qualitative or quantitative.

Other methods of data collection

There are many other ways you might collect data depending on your field and topic.

If you’re not sure which methods will work best for your research design, try reading some papers in your field to see what data collection methods they used.

Secondary data

If you don’t have the time or resources to collect data from the population you’re interested in, you can also choose to use secondary data that other researchers already collected – for example, datasets from government surveys or previous studies on your topic.

With this raw data, you can do your own analysis to answer new research questions that weren’t addressed by the original study.

Using secondary data can expand the scope of your research, as you may be able to access much larger and more varied samples than you could collect yourself.

However, it also means you don’t have any control over which variables to measure or how to measure them, so the conclusions you can draw may be limited.

As well as deciding on your methods, you need to plan exactly how you’ll use these methods to collect data that’s consistent, accurate, and unbiased.

Planning systematic procedures is especially important in quantitative research, where you need to precisely define your variables and ensure your measurements are reliable and valid.

Operationalisation

Some variables, like height or age, are easily measured. But often you’ll be dealing with more abstract concepts, like satisfaction, anxiety, or competence. Operationalisation means turning these fuzzy ideas into measurable indicators.

If you’re using observations , which events or actions will you count?

If you’re using surveys , which questions will you ask and what range of responses will be offered?

You may also choose to use or adapt existing materials designed to measure the concept you’re interested in – for example, questionnaires or inventories whose reliability and validity has already been established.

Reliability and validity

Reliability means your results can be consistently reproduced , while validity means that you’re actually measuring the concept you’re interested in.

For valid and reliable results, your measurement materials should be thoroughly researched and carefully designed. Plan your procedures to make sure you carry out the same steps in the same way for each participant.

If you’re developing a new questionnaire or other instrument to measure a specific concept, running a pilot study allows you to check its validity and reliability in advance.

Sampling procedures

As well as choosing an appropriate sampling method, you need a concrete plan for how you’ll actually contact and recruit your selected sample.

That means making decisions about things like:

  • How many participants do you need for an adequate sample size?
  • What inclusion and exclusion criteria will you use to identify eligible participants?
  • How will you contact your sample – by mail, online, by phone, or in person?

If you’re using a probability sampling method, it’s important that everyone who is randomly selected actually participates in the study. How will you ensure a high response rate?

If you’re using a non-probability method, how will you avoid bias and ensure a representative sample?

Data management

It’s also important to create a data management plan for organising and storing your data.

Will you need to transcribe interviews or perform data entry for observations? You should anonymise and safeguard any sensitive data, and make sure it’s backed up regularly.

Keeping your data well organised will save time when it comes to analysing them. It can also help other researchers validate and add to your findings.

On their own, raw data can’t answer your research question. The last step of designing your research is planning how you’ll analyse the data.

Quantitative data analysis

In quantitative research, you’ll most likely use some form of statistical analysis . With statistics, you can summarise your sample data, make estimates, and test hypotheses.

Using descriptive statistics , you can summarise your sample data in terms of:

  • The distribution of the data (e.g., the frequency of each score on a test)
  • The central tendency of the data (e.g., the mean to describe the average score)
  • The variability of the data (e.g., the standard deviation to describe how spread out the scores are)

The specific calculations you can do depend on the level of measurement of your variables.

Using inferential statistics , you can:

  • Make estimates about the population based on your sample data.
  • Test hypotheses about a relationship between variables.

Regression and correlation tests look for associations between two or more variables, while comparison tests (such as t tests and ANOVAs ) look for differences in the outcomes of different groups.

Your choice of statistical test depends on various aspects of your research design, including the types of variables you’re dealing with and the distribution of your data.

Qualitative data analysis

In qualitative research, your data will usually be very dense with information and ideas. Instead of summing it up in numbers, you’ll need to comb through the data in detail, interpret its meanings, identify patterns, and extract the parts that are most relevant to your research question.

Two of the most common approaches to doing this are thematic analysis and discourse analysis .

There are many other ways of analysing qualitative data depending on the aims of your research. To get a sense of potential approaches, try reading some qualitative research papers in your field.

A sample is a subset of individuals from a larger population. Sampling means selecting the group that you will actually collect data from in your research.

For example, if you are researching the opinions of students in your university, you could survey a sample of 100 students.

Statistical sampling allows you to test a hypothesis about the characteristics of a population. There are various sampling methods you can use to ensure that your sample is representative of the population as a whole.

Operationalisation means turning abstract conceptual ideas into measurable observations.

For example, the concept of social anxiety isn’t directly observable, but it can be operationally defined in terms of self-rating scores, behavioural avoidance of crowded places, or physical anxiety symptoms in social situations.

Before collecting data , it’s important to consider how you will operationalise the variables that you want to measure.

The research methods you use depend on the type of data you need to answer your research question .

  • If you want to measure something or test a hypothesis , use quantitative methods . If you want to explore ideas, thoughts, and meanings, use qualitative methods .
  • If you want to analyse a large amount of readily available data, use secondary data. If you want data specific to your purposes with control over how they are generated, collect primary data.
  • If you want to establish cause-and-effect relationships between variables , use experimental methods. If you want to understand the characteristics of a research subject, use descriptive methods.

Cite this Scribbr article

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McCombes, S. (2023, March 20). Research Design | Step-by-Step Guide with Examples. Scribbr. Retrieved 29 April 2024, from https://www.scribbr.co.uk/research-methods/research-design/

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A new study suggests that proteins detectable in the blood could improve predictions about risk of liver cancer, which is typically diagnosed at later stages when survival rates are lower.

Led by investigators at Harvard-affiliated Beth Israel Deaconess Medical Center and Mass General Brigham, the team’s results are published in JNCI.

Liver cancer, or hepatocellular carcinoma (HCC), ranks as the third leading cause of cancer worldwide and the second leading cause of cancer-related deaths globally, with its incidence rate steadily increasing. Detection of liver cancers often occurs at advanced stages, when life expectancy typically spans less than 12 months. Currently, there is a notable deficiency in accurate, sensitive, and specific tools for the early detection of liver cancer. Many existing methods are relatively expensive, invasive, or limited in accessibility, primarily confined to major hospitals.

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The team used proteomics, the study and profiling of proteins, to develop a minimally invasive model for diagnosing or screening for liver cancer at an earlier, more treatable stage. Using the SomaScan Assay Kit — a high-throughput proteomics platform that measures protein levels in biological samples, available through BIDMC’s Genomics, Proteomics, Bioinformatics and Systems Biology Center — the investigators detected 1,305 biologically relevant proteins that may be present in the blood at early stage of disease.

“Liver cancer rates are rapidly increasing, and liver cancer has a high mortality rate, but if we can diagnose it early, therapeutic interventions can be potentially curative,” said lead author Xinyuan (Cindy) Zhang of the Channing Division of Network Medicine at Brigham and Women’s Hospital. “We need to have a way to detect this form of cancer early enough to intervene with surgery or liver transplantation to treat the disease before it becomes metastatic.”

The study team used SomaScan to analyze plasma samples from participants in both the Nurses’ Health Study and the Health Professional Follow-Up Study, two longitudinal, ongoing, prospective cohorts in the U.S. Notably, they examined blood samples obtained from patients an average of 12 years before their liver cancer diagnosis to pinpoint protein biomarker signals. After examination, the researchers cross-referenced medical records to confirm whether these patients ultimately developed liver cancer.

From the blood samples, the researchers identified 56 plasma proteins that showed significantly elevated levels in patients with liver cancer compared to matched control samples without HCC. The team selected four of these proteins to create a predictive model, which they tested on the U.K. Biobank Pharma Proteomics dataset, comprised of 50,000 individuals, 45 of whom were diagnosed with liver cancer. Their model had greater accuracy in predicting liver cancer compared to traditional risk factors.

The authors caution that their study included a limited number of liver cancer cases and further validation in larger, more diverse patient populations and in high-risk populations is needed.

“It’s always been challenging to identify highly specific disease biomarkers in the blood using traditional tools, but new technology allows us to detect a broad and dynamic range of both high and low abundant proteins,” said co-senior author Towia A. Libermann of the division of Interdisciplinary Medicine and Biotechnology at BIDMC. “New insights into the biological mechanisms underlying liver cancer development emerge from our data that may lead to identification of novel therapeutic targets. Most importantly, we were able to validate these early detection biomarkers using alternative protein analysis techniques and in an independent population cohort from the U.K.”

The study team aims to extend their methodology to uncover additional plasma protein biomarkers, explore biomarkers linked with different cancer types, and gain deeper insights into the role of HCC risk factors across specific patient populations. With further progress, the protein biomarkers investigated in the study could potentially hold clinical significance as a non-invasive test for assessing liver cancer risk.

 “Even though further investigation in additional populations is needed, our results reveal a robust circulating protein profile associated with liver cancer years before diagnosis, which is truly remarkable,” said co-senior author Xuehong Zhang, who conducted work on this study while at the Channing Division of Network Medicine at the Brigham. Zhang is now at Yale

Additional authors include Long H. Ngo, Simon T. Dillon, Xuesong Gu and Michelle Lai, of BIDMC; Longgang Zhao of BWH; Tracey G. Simon and Andrew T. Chan of MGH; and Edward L. Giovannucci of the Harvard T.H. Chan School of Public Health.

This study was supported by the National Institutes of Health (NIH)/National Cancer Institute (NCI) through grants R21 CA238651. Andrew T. Chan served as a consultant for Bayer Pharma AG, Pfizer Inc., and Boehringer Ingelheim for work unrelated to this topic. He has also received grant support from Pfizer Inc., Zoe Ltd, and Freenome for work unrelated to this topic.

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The Research Plan

Where to start with scholarly research, expectations for research, scholarly vs. popular sources, grey literature, primary vs. secondary sources, preliminary research.

  • Create a Plan

A good essay is grounded in good research, which requires clear direction, patience and persistence.

Research helps you to focus your topic, formulate and refine your thesis, and discover details, opinions, and facts to support your overall argument. You are better equipped to search for and sort sources when you have made decisions about your topic and developed a working thesis.

It is important that your research be accurate, reliable, relevant, and, for many disciplines, recent. The quality of your research determines the efficacy of your argument and your instructor’s assessment of your work.

Maintaining your academic integrity is an important factor that is assessed by your professors. The sources you use must be properly documented, accurately communicated, and clearly explained in relation to your topic and thesis. You are less likely to copy the text word for word or paraphrase too closely if you have spent some time thinking about how the research will inform your thesis and if you think carefully about your research process

Types of Sources

Many assignments will require you to focus primarily on scholarly, peer-reviewed sources. Check with your professor or the assignment instructions for guidance on using popular sources. 

Scholarly sources are supported by the peer review process, which means they are sources that have been evaluated by other experts in the same field.

Scholarly sources:

  • Are written by and for academics
  • Ensure that data is thoroughly checked
  • Cite all evidence
  • Make arguments which are supported by research
  • Meet conventions of scholarship in the discipline
  • Are written in formal, academic language

Popular sources are written for a wider, general audience and are more informal in tone. Sources like newspaper articles, documentaries and corporate websites are not scholarly, but they can offer useful information that you can include in your analysis alongside evidence presented by scholarly sources.

Grey literature is produced by entities whose main task is NOT publishing. Industry, think tanks, government departments, scholarly societies and associations can all produce grey literature. Grey literature can include reports, working papers, newsletters, government documents, speeches, white papers, and urban plans. Grey literature also includes newsletters, emails, blogs and other social networking sites. In addition to scholarly sources, grey literature can offer valuable evidence to your essay, but be sure to consider whether its use is appropriate for the discipline, the course, or the assignment.

In some disciplines, such as history, philosophy, or English literature, it is important to distinguish between primary and secondary sources.

Primary sources are original, first-hand materials. A primary source may be a government document, census data, a short story, old letters, or a piece of art.

Secondary source s are articles, editorials, textbooks, books, and other published materials that may interpret data, works of literature, ideas or events.

You may need to do preliminary research to find or refine a topic. Some early reading can help you narrow your focus, establish research questions, and avoid the frustration of directionless research.

Places to Start  

  • Begin with course materials. The syllabus, required or recommended readings, textbooks and lecture notes will often provide ideas for a topic, while focusing on the major themes of your course.
  • During the early stages of research, you can use reference works, such as discipline-specific textbooks, encyclopedias and dictionaries, or Wikipedia, for an introduction to your topic. Use the library subject guide to find useful reference works in your subject. Be sure that only material from your scholarly research, not Wikipedia , is used and cited in your paper.

The materials found during the preliminary research stage can help you to identify main concepts, key terminology, and important literature on the topic.

Planning your Research

A plan establishes research goals and clarifies direction.

A clear direction and plan for research helps you assess the quality and relevance of sources. 

Creating a Research Plan

In advance of beginning a search for evidence, take time to make a plan.

  • Develop specific questions about your topic: what do you want to know and how does it relate to your thesis?
  • Create a list of key words and synonyms for your search. Include specific and more general terms; establish parameters for your search (place, time, theory, field, species) but be open to related materials.
  • Identify types of evidence you are required to use (research requirements of the assignment) and you will find informative for your topic. Think about where you can find these types of sources.

Look to your course content to identify the types of sources commonly used in the discipline; here are some examples:

  • Peer-Reviewed scholarship: Argumentative articles, clinical trials, empirical articles (use library databases, google scholar)
  • Numerical and financial data: export data, quality of life measures (see library subject guides
  • Visual records (maps, old photographs, film)
  • NGO documents: Stakeholder reports, Best practice documents
  • Government documents: laws, legislation, reports

Research Plan worksheet - Accessible version (Word doc)

FLEET LIBRARY | Research Guides

Rhode island school of design, create a research plan: research plan.

  • Research Plan
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A research plan is a framework that shows how you intend to approach your topic. The plan can take many forms: a written outline, a narrative, a visual/concept map or timeline. It's a document that will change and develop as you conduct your research. Components of a research plan

1. Research conceptualization - introduces your research question

2. Research methodology - describes your approach to the research question

3. Literature review, critical evaluation and synthesis - systematic approach to locating,

    reviewing and evaluating the work (text, exhibitions, critiques, etc) relating to your topic

4. Communication - geared toward an intended audience, shows evidence of your inquiry

Research conceptualization refers to the ability to identify specific research questions, problems or opportunities that are worthy of inquiry. Research conceptualization also includes the skills and discipline that go beyond the initial moment of conception, and which enable the researcher to formulate and develop an idea into something researchable ( Newbury 373).

Research methodology refers to the knowledge and skills required to select and apply appropriate methods to carry through the research project ( Newbury 374) .

Method describes a single mode of proceeding; methodology describes the overall process.

Method - a way of doing anything especially according to a defined and regular plan; a mode of procedure in any activity

Methodology - the study of the direction and implications of empirical research, or the sustainability of techniques employed in it; a method or body of methods used in a particular field of study or activity *Browse a list of research methodology books  or this guide on Art & Design Research

Literature Review, critical evaluation & synthesis

A literature review is a systematic approach to locating, reviewing, and evaluating the published work and work in progress of scholars, researchers, and practitioners on a given topic.

Critical evaluation and synthesis is the ability to handle (or process) existing sources. It includes knowledge of the sources of literature and contextual research field within which the person is working ( Newbury 373).

Literature reviews are done for many reasons and situations. Here's a short list:

Sources to consult while conducting a literature review:

Online catalogs of local, regional, national, and special libraries

meta-catalogs such as worldcat , Art Discovery Group , europeana , world digital library or RIBA

subject-specific online article databases (such as the Avery Index, JSTOR, Project Muse)

digital institutional repositories such as Digital Commons @RISD ; see Registry of Open Access Repositories

Open Access Resources recommended by RISD Research LIbrarians

works cited in scholarly books and articles

print bibliographies

the internet-locate major nonprofit, research institutes, museum, university, and government websites

search google scholar to locate grey literature & referenced citations

trade and scholarly publishers

fellow scholars and peers

Communication                              

Communication refers to the ability to

  • structure a coherent line of inquiry
  • communicate your findings to your intended audience
  • make skilled use of visual material to express ideas for presentations, writing, and the creation of exhibitions ( Newbury 374)

Research plan framework: Newbury, Darren. "Research Training in the Creative Arts and Design." The Routledge Companion to Research in the Arts . Ed. Michael Biggs and Henrik Karlsson. New York: Routledge, 2010. 368-87. Print.

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Except where otherwise noted, this guide is subject to a Creative Commons Attribution license

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Developing a Research Plan

  • First Online: 20 September 2022

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a researcher plans to identify

  • Habeeb Adewale Ajimotokan 2  

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5StarEssays. (2020). Writing a research proposal—Outline, format and examples. In Complete guide to writing a research paper . Retrieved from https://www.5staressays.com/blog/writing-research-proposal

Walliman, N. (2011). Research methods: The basics . Routledge—Taylor and Francis Group.

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Olujide, J. O. (2004). Writing a research proposal. In H. A. Saliu & J. O. Oyebanji (Eds.), A guide on research proposal and report writing (Ch. 7, pp. 67–79). Faculty of Business and Social Sciences, Unilorin.

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Bak, N. (2004). Completing your thesis: A practical guide . Van Schaik.

Sadiku, M. N. O. (2000). Numerical techniques in electromagnetics . CRC Press.

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Ajimotokan, H.A. (2023). Developing a Research Plan. In: Research Techniques. SpringerBriefs in Applied Sciences and Technology. Springer, Cham. https://doi.org/10.1007/978-3-031-13109-7_4

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How to write a research plan: Step-by-step guide

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Today’s businesses and institutions rely on data and analytics to inform their product and service decisions. These metrics influence how organizations stay competitive and inspire innovation. However, gathering data and insights requires carefully constructed research, and every research project needs a roadmap. This is where a research plan comes into play.

There’s general research planning; then there’s an official, well-executed research plan. Whatever data-driven research project you’re gearing up for, the research plan will be your framework for execution. The plan should also be detailed and thorough, with a diligent set of criteria to formulate your research efforts. Not including these key elements in your plan can be just as harmful as having no plan at all.

Read this step-by-step guide for writing a detailed research plan that can apply to any project, whether it’s scientific, educational, or business-related.

  • What is a research plan?

A research plan is a documented overview of a project in its entirety, from end to end. It details the research efforts, participants, and methods needed, along with any anticipated results. It also outlines the project’s goals and mission, creating layers of steps to achieve those goals within a specified timeline.

Without a research plan, you and your team are flying blind, potentially wasting time and resources to pursue research without structured guidance.

The principal investigator, or PI, is responsible for facilitating the research oversight. They will create the research plan and inform team members and stakeholders of every detail relating to the project. The PI will also use the research plan to inform decision-making throughout the project.

  • Why do you need a research plan?

Create a research plan before starting any official research to maximize every effort in pursuing and collecting the research data. Crucially, the plan will model the activities needed at each phase of the research project.

Like any roadmap, a research plan serves as a valuable tool providing direction for those involved in the project—both internally and externally. It will keep you and your immediate team organized and task-focused while also providing necessary definitions and timelines so you can execute your project initiatives with full understanding and transparency.

External stakeholders appreciate a working research plan because it’s a great communication tool, documenting progress and changing dynamics as they arise. Any participants of your planned research sessions will be informed about the purpose of your study, while the exercises will be based on the key messaging outlined in the official plan.

Here are some of the benefits of creating a research plan document for every project:

Project organization and structure

Well-informed participants

All stakeholders and teams align in support of the project

Clearly defined project definitions and purposes

Distractions are eliminated, prioritizing task focus

Timely management of individual task schedules and roles

Costly reworks are avoided

  • What should a research plan include?

The different aspects of your research plan will depend on the nature of the project. However, most official research plan documents will include the core elements below. Each aims to define the problem statement, devising an official plan for seeking a solution.

Specific project goals and individual objectives

Ideal strategies or methods for reaching those goals

Required resources

Descriptions of the target audience, sample sizes, demographics, and scopes

Key performance indicators (KPIs)

Project background

Research and testing support

Preliminary studies and progress reporting mechanisms

Cost estimates and change order processes

Depending on the research project’s size and scope, your research plan could be brief—perhaps only a few pages of documented plans. Alternatively, it could be a fully comprehensive report. Either way, it’s an essential first step in dictating your project’s facilitation in the most efficient and effective way.

  • How to write a research plan for your project

When you start writing your research plan, aim to be detailed about each step, requirement, and idea. The more time you spend curating your research plan, the more precise your research execution efforts will be.

Account for every potential scenario, and be sure to address each and every aspect of the research.

Consider following this flow to develop a great research plan for your project:

Define your project’s purpose

Start by defining your project’s purpose. Identify what your project aims to accomplish and what you are researching. Remember to use clear language.

Thinking about the project’s purpose will help you set realistic goals and inform how you divide tasks and assign responsibilities. These individual tasks will be your stepping stones to reach your overarching goal.

Additionally, you’ll want to identify the specific problem, the usability metrics needed, and the intended solutions.

Know the following three things about your project’s purpose before you outline anything else:

What you’re doing

Why you’re doing it

What you expect from it

Identify individual objectives

With your overarching project objectives in place, you can identify any individual goals or steps needed to reach those objectives. Break them down into phases or steps. You can work backward from the project goal and identify every process required to facilitate it.

Be mindful to identify each unique task so that you can assign responsibilities to various team members. At this point in your research plan development, you’ll also want to assign priority to those smaller, more manageable steps and phases that require more immediate or dedicated attention.

Select research methods

Research methods might include any of the following:

User interviews: this is a qualitative research method where researchers engage with participants in one-on-one or group conversations. The aim is to gather insights into their experiences, preferences, and opinions to uncover patterns, trends, and data.

Field studies: this approach allows for a contextual understanding of behaviors, interactions, and processes in real-world settings. It involves the researcher immersing themselves in the field, conducting observations, interviews, or experiments to gather in-depth insights.

Card sorting: participants categorize information by sorting content cards into groups based on their perceived similarities. You might use this process to gain insights into participants’ mental models and preferences when navigating or organizing information on websites, apps, or other systems.

Focus groups: use organized discussions among select groups of participants to provide relevant views and experiences about a particular topic.

Diary studies: ask participants to record their experiences, thoughts, and activities in a diary over a specified period. This method provides a deeper understanding of user experiences, uncovers patterns, and identifies areas for improvement.

Five-second testing: participants are shown a design, such as a web page or interface, for just five seconds. They then answer questions about their initial impressions and recall, allowing you to evaluate the design’s effectiveness.

Surveys: get feedback from participant groups with structured surveys. You can use online forms, telephone interviews, or paper questionnaires to reveal trends, patterns, and correlations.

Tree testing: tree testing involves researching web assets through the lens of findability and navigability. Participants are given a textual representation of the site’s hierarchy (the “tree”) and asked to locate specific information or complete tasks by selecting paths.

Usability testing: ask participants to interact with a product, website, or application to evaluate its ease of use. This method enables you to uncover areas for improvement in digital key feature functionality by observing participants using the product.

Live website testing: research and collect analytics that outlines the design, usability, and performance efficiencies of a website in real time.

There are no limits to the number of research methods you could use within your project. Just make sure your research methods help you determine the following:

What do you plan to do with the research findings?

What decisions will this research inform? How can your stakeholders leverage the research data and results?

Recruit participants and allocate tasks

Next, identify the participants needed to complete the research and the resources required to complete the tasks. Different people will be proficient at different tasks, and having a task allocation plan will allow everything to run smoothly.

Prepare a thorough project summary

Every well-designed research plan will feature a project summary. This official summary will guide your research alongside its communications or messaging. You’ll use the summary while recruiting participants and during stakeholder meetings. It can also be useful when conducting field studies.

Ensure this summary includes all the elements of your research project. Separate the steps into an easily explainable piece of text that includes the following:

An introduction: the message you’ll deliver to participants about the interview, pre-planned questioning, and testing tasks.

Interview questions: prepare questions you intend to ask participants as part of your research study, guiding the sessions from start to finish.

An exit message: draft messaging your teams will use to conclude testing or survey sessions. These should include the next steps and express gratitude for the participant’s time.

Create a realistic timeline

While your project might already have a deadline or a results timeline in place, you’ll need to consider the time needed to execute it effectively.

Realistically outline the time needed to properly execute each supporting phase of research and implementation. And, as you evaluate the necessary schedules, be sure to include additional time for achieving each milestone in case any changes or unexpected delays arise.

For this part of your research plan, you might find it helpful to create visuals to ensure your research team and stakeholders fully understand the information.

Determine how to present your results

A research plan must also describe how you intend to present your results. Depending on the nature of your project and its goals, you might dedicate one team member (the PI) or assume responsibility for communicating the findings yourself.

In this part of the research plan, you’ll articulate how you’ll share the results. Detail any materials you’ll use, such as:

Presentations and slides

A project report booklet

A project findings pamphlet

Documents with key takeaways and statistics

Graphic visuals to support your findings

  • Format your research plan

As you create your research plan, you can enjoy a little creative freedom. A plan can assume many forms, so format it how you see fit. Determine the best layout based on your specific project, intended communications, and the preferences of your teams and stakeholders.

Find format inspiration among the following layouts:

Written outlines

Narrative storytelling

Visual mapping

Graphic timelines

Remember, the research plan format you choose will be subject to change and adaptation as your research and findings unfold. However, your final format should ideally outline questions, problems, opportunities, and expectations.

  • Research plan example

Imagine you’ve been tasked with finding out how to get more customers to order takeout from an online food delivery platform. The goal is to improve satisfaction and retain existing customers. You set out to discover why more people aren’t ordering and what it is they do want to order or experience. 

You identify the need for a research project that helps you understand what drives customer loyalty. But before you jump in and start calling past customers, you need to develop a research plan—the roadmap that provides focus, clarity, and realistic details to the project.

Here’s an example outline of a research plan you might put together:

Project title

Project members involved in the research plan

Purpose of the project (provide a summary of the research plan’s intent)

Objective 1 (provide a short description for each objective)

Objective 2

Objective 3

Proposed timeline

Audience (detail the group you want to research, such as customers or non-customers)

Budget (how much you think it might cost to do the research)

Risk factors/contingencies (any potential risk factors that may impact the project’s success)

Remember, your research plan doesn’t have to reinvent the wheel—it just needs to fit your project’s unique needs and aims.

Customizing a research plan template

Some companies offer research plan templates to help get you started. However, it may make more sense to develop your own customized plan template. Be sure to include the core elements of a great research plan with your template layout, including the following:

Introductions to participants and stakeholders

Background problems and needs statement

Significance, ethics, and purpose

Research methods, questions, and designs

Preliminary beliefs and expectations

Implications and intended outcomes

Realistic timelines for each phase

Conclusion and presentations

How many pages should a research plan be?

Generally, a research plan can vary in length between 500 to 1,500 words. This is roughly three pages of content. More substantial projects will be 2,000 to 3,500 words, taking up four to seven pages of planning documents.

What is the difference between a research plan and a research proposal?

A research plan is a roadmap to success for research teams. A research proposal, on the other hand, is a dissertation aimed at convincing or earning the support of others. Both are relevant in creating a guide to follow to complete a project goal.

What are the seven steps to developing a research plan?

While each research project is different, it’s best to follow these seven general steps to create your research plan:

Defining the problem

Identifying goals

Choosing research methods

Recruiting participants

Preparing the brief or summary

Establishing task timelines

Defining how you will present the findings

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Illustration by James Round

How to plan a research project

Whether for a paper or a thesis, define your question, review the work of others – and leave yourself open to discovery.

by Brooke Harrington   + BIO

is professor of sociology at Dartmouth College in New Hampshire. Her research has won international awards both for scholarly quality and impact on public life. She has published dozens of articles and three books, most recently the bestseller Capital without Borders (2016), now translated into five languages.

Edited by Sam Haselby

Need to know

‘When curiosity turns to serious matters, it’s called research.’ – From Aphorisms (1880-1905) by Marie von Ebner-Eschenbach

Planning research projects is a time-honoured intellectual exercise: one that requires both creativity and sharp analytical skills. The purpose of this Guide is to make the process systematic and easy to understand. While there is a great deal of freedom and discovery involved – from the topics you choose, to the data and methods you apply – there are also some norms and constraints that obtain, no matter what your academic level or field of study. For those in high school through to doctoral students, and from art history to archaeology, research planning involves broadly similar steps, including: formulating a question, developing an argument or predictions based on previous research, then selecting the information needed to answer your question.

Some of this might sound self-evident but, as you’ll find, research requires a different way of approaching and using information than most of us are accustomed to in everyday life. That is why I include orienting yourself to knowledge-creation as an initial step in the process. This is a crucial and underappreciated phase in education, akin to making the transition from salaried employment to entrepreneurship: suddenly, you’re on your own, and that requires a new way of thinking about your work.

What follows is a distillation of what I’ve learned about this process over 27 years as a professional social scientist. It reflects the skills that my own professors imparted in the sociology doctoral programme at Harvard, as well as what I learned later on as a research supervisor for Ivy League PhD and MA students, and then as the author of award-winning scholarly books and articles. It can be adapted to the demands of both short projects (such as course term papers) and long ones, such as a thesis.

At its simplest, research planning involves the four distinct steps outlined below: orienting yourself to knowledge-creation; defining your research question; reviewing previous research on your question; and then choosing relevant data to formulate your own answers. Because the focus of this Guide is on planning a research project, as opposed to conducting a research project, this section won’t delve into the details of data-collection or analysis; those steps happen after you plan the project. In addition, the topic is vast: year-long doctoral courses are devoted to data and analysis. Instead, the fourth part of this section will outline some basic strategies you could use in planning a data-selection and analysis process appropriate to your research question.

Step 1: Orient yourself

Planning and conducting research requires you to make a transition, from thinking like a consumer of information to thinking like a producer of information. That sounds simple, but it’s actually a complex task. As a practical matter, this means putting aside the mindset of a student, which treats knowledge as something created by other people. As students, we are often passive receivers of knowledge: asked to do a specified set of readings, then graded on how well we reproduce what we’ve read.

Researchers, however, must take on an active role as knowledge producers . Doing research requires more of you than reading and absorbing what other people have written: you have to engage in a dialogue with it. That includes arguing with previous knowledge and perhaps trying to show that ideas we have accepted as given are actually wrong or incomplete. For example, rather than simply taking in the claims of an author you read, you’ll need to draw out the implications of those claims: if what the author is saying is true, what else does that suggest must be true? What predictions could you make based on the author’s claims?

In other words, rather than treating a reading as a source of truth – even if it comes from a revered source, such as Plato or Marie Curie – this orientation step asks you to treat the claims you read as provisional and subject to interrogation. That is one of the great pieces of wisdom that science and philosophy can teach us: that the biggest advances in human understanding have been made not by being correct about trivial things, but by being wrong in an interesting way . For example, Albert Einstein was wrong about quantum mechanics, but his arguments about it with his fellow physicist Niels Bohr have led to some of the biggest breakthroughs in science, even a century later.

Step 2: Define your research question

Students often give this step cursory attention, but experienced researchers know that formulating a good question is sometimes the most difficult part of the research planning process. That is because the precise language of the question frames the rest of the project. It’s therefore important to pose the question carefully, in a way that’s both possible to answer and likely to yield interesting results. Of course, you must choose a question that interests you, but that’s only the beginning of what’s likely to be an iterative process: most researchers come back to this step repeatedly, modifying their questions in light of previous research, resource limitations and other considerations.

Researchers face limits in terms of time and money. They, like everyone else, have to pose research questions that they can plausibly answer given the constraints they face. For example, it would be inadvisable to frame a project around the question ‘What are the roots of the Arab-Israeli conflict?’ if you have only a week to develop an answer and no background on that topic. That’s not to limit your imagination: you can come up with any question you’d like. But it typically does require some creativity to frame a question that you can answer well – that is, by investigating thoroughly and providing new insights – within the limits you face.

In addition to being interesting to you, and feasible within your resource constraints, the third and most important characteristic of a ‘good’ research topic is whether it allows you to create new knowledge. It might turn out that your question has already been asked and answered to your satisfaction: if so, you’ll find out in the next step of this process. On the other hand, you might come up with a research question that hasn’t been addressed previously. Before you get too excited about breaking uncharted ground, consider this: a lot of potentially researchable questions haven’t been studied for good reason ; they might have answers that are trivial or of very limited interest. This could include questions such as ‘Why does the area of a circle equal π r²?’ or ‘Did winter conditions affect Napoleon’s plans to invade Russia?’ Of course, you might be able to make the argument that a seemingly trivial question is actually vitally important, but you must be prepared to back that up with convincing evidence. The exercise in the ‘Learn More’ section below will help you think through some of these issues.

Finally, scholarly research questions must in some way lead to new and distinctive insights. For example, lots of people have studied gender roles in sports teams; what can you ask that hasn’t been asked before? Reinventing the wheel is the number-one no-no in this endeavour. That’s why the next step is so important: reviewing previous research on your topic. Depending on what you find in that step, you might need to revise your research question; iterating between your question and the existing literature is a normal process. But don’t worry: it doesn’t go on forever. In fact, the iterations taper off – and your research question stabilises – as you develop a firm grasp of the current state of knowledge on your topic.

Step 3: Review previous research

In academic research, from articles to books, it’s common to find a section called a ‘literature review’. The purpose of that section is to describe the state of the art in knowledge on the research question that a project has posed. It demonstrates that researchers have thoroughly and systematically reviewed the relevant findings of previous studies on their topic, and that they have something novel to contribute.

Your own research project should include something like this, even if it’s a high-school term paper. In the research planning process, you’ll want to list at least half a dozen bullet points stating the major findings on your topic by other people. In relation to those findings, you should be able to specify where your project could provide new and necessary insights. There are two basic rhetorical positions one can take in framing the novelty-plus-importance argument required of academic research:

  • Position 1 requires you to build on or extend a set of existing ideas; that means saying something like: ‘Person A has argued that X is true about gender; this implies Y, which has not yet been tested. My project will test Y, and if I find evidence to support it, that will change the way we understand gender.’
  • Position 2 is to argue that there is a gap in existing knowledge, either because previous research has reached conflicting conclusions or has failed to consider something important. For example, one could say that research on middle schoolers and gender has been limited by being conducted primarily in coeducational environments, and that findings might differ dramatically if research were conducted in more schools where the student body was all-male or all-female.

Your overall goal in this step of the process is to show that your research will be part of a larger conversation: that is, how your project flows from what’s already known, and how it advances, extends or challenges that existing body of knowledge. That will be the contribution of your project, and it constitutes the motivation for your research.

Two things are worth mentioning about your search for sources of relevant previous research. First, you needn’t look only at studies on your precise topic. For example, if you want to study gender-identity formation in schools, you shouldn’t restrict yourself to studies of schools; the empirical setting (schools) is secondary to the larger social process that interests you (how people form gender identity). That process occurs in many different settings, so cast a wide net. Second, be sure to use legitimate sources – meaning publications that have been through some sort of vetting process, whether that involves peer review (as with academic journal articles you might find via Google Scholar) or editorial review (as you’d find in well-known mass media publications, such as The Economist or The Washington Post ). What you’ll want to avoid is using unvetted sources such as personal blogs or Wikipedia. Why? Because anybody can write anything in those forums, and there is no way to know – unless you’re already an expert – if the claims you find there are accurate. Often, they’re not.

Step 4: Choose your data and methods

Whatever your research question is, eventually you’ll need to consider which data source and analytical strategy are most likely to provide the answers you’re seeking. One starting point is to consider whether your question would be best addressed by qualitative data (such as interviews, observations or historical records), quantitative data (such as surveys or census records) or some combination of both. Your ideas about data sources will, in turn, suggest options for analytical methods.

You might need to collect your own data, or you might find everything you need readily available in an existing dataset someone else has created. A great place to start is with a research librarian: university libraries always have them and, at public universities, those librarians can work with the public, including people who aren’t affiliated with the university. If you don’t happen to have a public university and its library close at hand, an ordinary public library can still be a good place to start: the librarians are often well versed in accessing data sources that might be relevant to your study, such as the census, or historical archives, or the Survey of Consumer Finances.

Because your task at this point is to plan research, rather than conduct it, the purpose of this step is not to commit you irrevocably to a course of action. Instead, your goal here is to think through a feasible approach to answering your research question. You’ll need to find out, for example, whether the data you want exist; if not, do you have a realistic chance of gathering the data yourself, or would it be better to modify your research question? In terms of analysis, would your strategy require you to apply statistical methods? If so, do you have those skills? If not, do you have time to learn them, or money to hire a research assistant to run the analysis for you?

Please be aware that qualitative methods in particular are not the casual undertaking they might appear to be. Many people make the mistake of thinking that only quantitative data and methods are scientific and systematic, while qualitative methods are just a fancy way of saying: ‘I talked to some people, read some old newspapers, and drew my own conclusions.’ Nothing could be further from the truth. In the final section of this guide, you’ll find some links to resources that will provide more insight on standards and procedures governing qualitative research, but suffice it to say: there are rules about what constitutes legitimate evidence and valid analytical procedure for qualitative data, just as there are for quantitative data.

Circle back and consider revising your initial plans

As you work through these four steps in planning your project, it’s perfectly normal to circle back and revise. Research planning is rarely a linear process. It’s also common for new and unexpected avenues to suggest themselves. As the sociologist Thorstein Veblen wrote in 1908 : ‘The outcome of any serious research can only be to make two questions grow where only one grew before.’ That’s as true of research planning as it is of a completed project. Try to enjoy the horizons that open up for you in this process, rather than becoming overwhelmed; the four steps, along with the two exercises that follow, will help you focus your plan and make it manageable.

Key points – How to plan a research project

  • Planning a research project is essential no matter your academic level or field of study. There is no one ‘best’ way to design research, but there are certain guidelines that can be helpfully applied across disciplines.
  • Orient yourself to knowledge-creation. Make the shift from being a consumer of information to being a producer of information.
  • Define your research question. Your question frames the rest of your project, sets the scope, and determines the kinds of answers you can find.
  • Review previous research on your question. Survey the existing body of relevant knowledge to ensure that your research will be part of a larger conversation.
  • Choose your data and methods. For instance, will you be collecting qualitative data, via interviews, or numerical data, via surveys?
  • Circle back and consider revising your initial plans. Expect your research question in particular to undergo multiple rounds of refinement as you learn more about your topic.

Good research questions tend to beget more questions. This can be frustrating for those who want to get down to business right away. Try to make room for the unexpected: this is usually how knowledge advances. Many of the most significant discoveries in human history have been made by people who were looking for something else entirely. There are ways to structure your research planning process without over-constraining yourself; the two exercises below are a start, and you can find further methods in the Links and Books section.

The following exercise provides a structured process for advancing your research project planning. After completing it, you’ll be able to do the following:

  • describe clearly and concisely the question you’ve chosen to study
  • summarise the state of the art in knowledge about the question, and where your project could contribute new insight
  • identify the best strategy for gathering and analysing relevant data

In other words, the following provides a systematic means to establish the building blocks of your research project.

Exercise 1: Definition of research question and sources

This exercise prompts you to select and clarify your general interest area, develop a research question, and investigate sources of information. The annotated bibliography will also help you refine your research question so that you can begin the second assignment, a description of the phenomenon you wish to study.

Jot down a few bullet points in response to these two questions, with the understanding that you’ll probably go back and modify your answers as you begin reading other studies relevant to your topic:

  • What will be the general topic of your paper?
  • What will be the specific topic of your paper?

b) Research question(s)

Use the following guidelines to frame a research question – or questions – that will drive your analysis. As with Part 1 above, you’ll probably find it necessary to change or refine your research question(s) as you complete future assignments.

  • Your question should be phrased so that it can’t be answered with a simple ‘yes’ or ‘no’.
  • Your question should have more than one plausible answer.
  • Your question should draw relationships between two or more concepts; framing the question in terms of How? or What? often works better than asking Why ?

c) Annotated bibliography

Most or all of your background information should come from two sources: scholarly books and journals, or reputable mass media sources. You might be able to access journal articles electronically through your library, using search engines such as JSTOR and Google Scholar. This can save you a great deal of time compared with going to the library in person to search periodicals. General news sources, such as those accessible through LexisNexis, are acceptable, but should be cited sparingly, since they don’t carry the same level of credibility as scholarly sources. As discussed above, unvetted sources such as blogs and Wikipedia should be avoided, because the quality of the information they provide is unreliable and often misleading.

To create an annotated bibliography, provide the following information for at least 10 sources relevant to your specific topic, using the format suggested below.

Name of author(s):
Publication date:
Title of book, chapter, or article:
If a chapter or article, title of journal or book where they appear:
Brief description of this work, including main findings and methods ( c 75 words):
Summary of how this work contributes to your project ( c 75 words):
Brief description of the implications of this work ( c 25 words):
Identify any gap or controversy in knowledge this work points up, and how your project could address those problems ( c 50 words):

Exercise 2: Towards an analysis

Develop a short statement ( c 250 words) about the kind of data that would be useful to address your research question, and how you’d analyse it. Some questions to consider in writing this statement include:

  • What are the central concepts or variables in your project? Offer a brief definition of each.
  • Do any data sources exist on those concepts or variables, or would you need to collect data?
  • Of the analytical strategies you could apply to that data, which would be the most appropriate to answer your question? Which would be the most feasible for you? Consider at least two methods, noting their advantages or disadvantages for your project.

Links & books

One of the best texts ever written about planning and executing research comes from a source that might be unexpected: a 60-year-old work on urban planning by a self-trained scholar. The classic book The Death and Life of Great American Cities (1961) by Jane Jacobs (available complete and free of charge via this link ) is worth reading in its entirety just for the pleasure of it. But the final 20 pages – a concluding chapter titled ‘The Kind of Problem a City Is’ – are really about the process of thinking through and investigating a problem. Highly recommended as a window into the craft of research.

Jacobs’s text references an essay on advancing human knowledge by the mathematician Warren Weaver. At the time, Weaver was director of the Rockefeller Foundation, in charge of funding basic research in the natural and medical sciences. Although the essay is titled ‘A Quarter Century in the Natural Sciences’ (1960) and appears at first blush to be merely a summation of one man’s career, it turns out to be something much bigger and more interesting: a meditation on the history of human beings seeking answers to big questions about the world. Weaver goes back to the 17th century to trace the origins of systematic research thinking, with enthusiasm and vivid anecdotes that make the process come alive. The essay is worth reading in its entirety, and is available free of charge via this link .

For those seeking a more in-depth, professional-level discussion of the logic of research design, the political scientist Harvey Starr provides insight in a compact format in the article ‘Cumulation from Proper Specification: Theory, Logic, Research Design, and “Nice” Laws’ (2005). Starr reviews the ‘research triad’, consisting of the interlinked considerations of formulating a question, selecting relevant theories and applying appropriate methods. The full text of the article, published in the scholarly journal Conflict Management and Peace Science , is available, free of charge, via this link .

Finally, the book Getting What You Came For (1992) by Robert Peters is not only an outstanding guide for anyone contemplating graduate school – from the application process onward – but it also includes several excellent chapters on planning and executing research, applicable across a wide variety of subject areas. It was an invaluable resource for me 25 years ago, and it remains in print with good reason; I recommend it to all my students, particularly Chapter 16 (‘The Thesis Topic: Finding It’), Chapter 17 (‘The Thesis Proposal’) and Chapter 18 (‘The Thesis: Writing It’).

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A research problem is a definite or clear expression [statement] about an area of concern, a condition to be improved upon, a difficulty to be eliminated, or a troubling question that exists in scholarly literature, in theory, or within existing practice that points to a need for meaningful understanding and deliberate investigation. A research problem does not state how to do something, offer a vague or broad proposition, or present a value question. In the social and behavioral sciences, studies are most often framed around examining a problem that needs to be understood and resolved in order to improve society and the human condition.

Bryman, Alan. “The Research Question in Social Research: What is its Role?” International Journal of Social Research Methodology 10 (2007): 5-20; Guba, Egon G., and Yvonna S. Lincoln. “Competing Paradigms in Qualitative Research.” In Handbook of Qualitative Research . Norman K. Denzin and Yvonna S. Lincoln, editors. (Thousand Oaks, CA: Sage, 1994), pp. 105-117; Pardede, Parlindungan. “Identifying and Formulating the Research Problem." Research in ELT: Module 4 (October 2018): 1-13; Li, Yanmei, and Sumei Zhang. "Identifying the Research Problem." In Applied Research Methods in Urban and Regional Planning . (Cham, Switzerland: Springer International Publishing, 2022), pp. 13-21.

Importance of...

The purpose of a problem statement is to:

  • Introduce the reader to the importance of the topic being studied . The reader is oriented to the significance of the study.
  • Anchors the research questions, hypotheses, or assumptions to follow . It offers a concise statement about the purpose of your paper.
  • Place the topic into a particular context that defines the parameters of what is to be investigated.
  • Provide the framework for reporting the results and indicates what is probably necessary to conduct the study and explain how the findings will present this information.

In the social sciences, the research problem establishes the means by which you must answer the "So What?" question. This declarative question refers to a research problem surviving the relevancy test [the quality of a measurement procedure that provides repeatability and accuracy]. Note that answering the "So What?" question requires a commitment on your part to not only show that you have reviewed the literature, but that you have thoroughly considered the significance of the research problem and its implications applied to creating new knowledge and understanding or informing practice.

To survive the "So What" question, problem statements should possess the following attributes:

  • Clarity and precision [a well-written statement does not make sweeping generalizations and irresponsible pronouncements; it also does include unspecific determinates like "very" or "giant"],
  • Demonstrate a researchable topic or issue [i.e., feasibility of conducting the study is based upon access to information that can be effectively acquired, gathered, interpreted, synthesized, and understood],
  • Identification of what would be studied, while avoiding the use of value-laden words and terms,
  • Identification of an overarching question or small set of questions accompanied by key factors or variables,
  • Identification of key concepts and terms,
  • Articulation of the study's conceptual boundaries or parameters or limitations,
  • Some generalizability in regards to applicability and bringing results into general use,
  • Conveyance of the study's importance, benefits, and justification [i.e., regardless of the type of research, it is important to demonstrate that the research is not trivial],
  • Does not have unnecessary jargon or overly complex sentence constructions; and,
  • Conveyance of more than the mere gathering of descriptive data providing only a snapshot of the issue or phenomenon under investigation.

Bryman, Alan. “The Research Question in Social Research: What is its Role?” International Journal of Social Research Methodology 10 (2007): 5-20; Brown, Perry J., Allen Dyer, and Ross S. Whaley. "Recreation Research—So What?" Journal of Leisure Research 5 (1973): 16-24; Castellanos, Susie. Critical Writing and Thinking. The Writing Center. Dean of the College. Brown University; Ellis, Timothy J. and Yair Levy Nova. "Framework of Problem-Based Research: A Guide for Novice Researchers on the Development of a Research-Worthy Problem." Informing Science: the International Journal of an Emerging Transdiscipline 11 (2008); Thesis and Purpose Statements. The Writer’s Handbook. Writing Center. University of Wisconsin, Madison; Thesis Statements. The Writing Center. University of North Carolina; Tips and Examples for Writing Thesis Statements. The Writing Lab and The OWL. Purdue University; Selwyn, Neil. "‘So What?’…A Question that Every Journal Article Needs to Answer." Learning, Media, and Technology 39 (2014): 1-5; Shoket, Mohd. "Research Problem: Identification and Formulation." International Journal of Research 1 (May 2014): 512-518.

Structure and Writing Style

I.  Types and Content

There are four general conceptualizations of a research problem in the social sciences:

  • Casuist Research Problem -- this type of problem relates to the determination of right and wrong in questions of conduct or conscience by analyzing moral dilemmas through the application of general rules and the careful distinction of special cases.
  • Difference Research Problem -- typically asks the question, “Is there a difference between two or more groups or treatments?” This type of problem statement is used when the researcher compares or contrasts two or more phenomena. This a common approach to defining a problem in the clinical social sciences or behavioral sciences.
  • Descriptive Research Problem -- typically asks the question, "what is...?" with the underlying purpose to describe the significance of a situation, state, or existence of a specific phenomenon. This problem is often associated with revealing hidden or understudied issues.
  • Relational Research Problem -- suggests a relationship of some sort between two or more variables to be investigated. The underlying purpose is to investigate specific qualities or characteristics that may be connected in some way.

A problem statement in the social sciences should contain :

  • A lead-in that helps ensure the reader will maintain interest over the study,
  • A declaration of originality [e.g., mentioning a knowledge void or a lack of clarity about a topic that will be revealed in the literature review of prior research],
  • An indication of the central focus of the study [establishing the boundaries of analysis], and
  • An explanation of the study's significance or the benefits to be derived from investigating the research problem.

NOTE :   A statement describing the research problem of your paper should not be viewed as a thesis statement that you may be familiar with from high school. Given the content listed above, a description of the research problem is usually a short paragraph in length.

II.  Sources of Problems for Investigation

The identification of a problem to study can be challenging, not because there's a lack of issues that could be investigated, but due to the challenge of formulating an academically relevant and researchable problem which is unique and does not simply duplicate the work of others. To facilitate how you might select a problem from which to build a research study, consider these sources of inspiration:

Deductions from Theory This relates to deductions made from social philosophy or generalizations embodied in life and in society that the researcher is familiar with. These deductions from human behavior are then placed within an empirical frame of reference through research. From a theory, the researcher can formulate a research problem or hypothesis stating the expected findings in certain empirical situations. The research asks the question: “What relationship between variables will be observed if theory aptly summarizes the state of affairs?” One can then design and carry out a systematic investigation to assess whether empirical data confirm or reject the hypothesis, and hence, the theory.

Interdisciplinary Perspectives Identifying a problem that forms the basis for a research study can come from academic movements and scholarship originating in disciplines outside of your primary area of study. This can be an intellectually stimulating exercise. A review of pertinent literature should include examining research from related disciplines that can reveal new avenues of exploration and analysis. An interdisciplinary approach to selecting a research problem offers an opportunity to construct a more comprehensive understanding of a very complex issue that any single discipline may be able to provide.

Interviewing Practitioners The identification of research problems about particular topics can arise from formal interviews or informal discussions with practitioners who provide insight into new directions for future research and how to make research findings more relevant to practice. Discussions with experts in the field, such as, teachers, social workers, health care providers, lawyers, business leaders, etc., offers the chance to identify practical, “real world” problems that may be understudied or ignored within academic circles. This approach also provides some practical knowledge which may help in the process of designing and conducting your study.

Personal Experience Don't undervalue your everyday experiences or encounters as worthwhile problems for investigation. Think critically about your own experiences and/or frustrations with an issue facing society or related to your community, your neighborhood, your family, or your personal life. This can be derived, for example, from deliberate observations of certain relationships for which there is no clear explanation or witnessing an event that appears harmful to a person or group or that is out of the ordinary.

Relevant Literature The selection of a research problem can be derived from a thorough review of pertinent research associated with your overall area of interest. This may reveal where gaps exist in understanding a topic or where an issue has been understudied. Research may be conducted to: 1) fill such gaps in knowledge; 2) evaluate if the methodologies employed in prior studies can be adapted to solve other problems; or, 3) determine if a similar study could be conducted in a different subject area or applied in a different context or to different study sample [i.e., different setting or different group of people]. Also, authors frequently conclude their studies by noting implications for further research; read the conclusion of pertinent studies because statements about further research can be a valuable source for identifying new problems to investigate. The fact that a researcher has identified a topic worthy of further exploration validates the fact it is worth pursuing.

III.  What Makes a Good Research Statement?

A good problem statement begins by introducing the broad area in which your research is centered, gradually leading the reader to the more specific issues you are investigating. The statement need not be lengthy, but a good research problem should incorporate the following features:

1.  Compelling Topic The problem chosen should be one that motivates you to address it but simple curiosity is not a good enough reason to pursue a research study because this does not indicate significance. The problem that you choose to explore must be important to you, but it must also be viewed as important by your readers and to a the larger academic and/or social community that could be impacted by the results of your study. 2.  Supports Multiple Perspectives The problem must be phrased in a way that avoids dichotomies and instead supports the generation and exploration of multiple perspectives. A general rule of thumb in the social sciences is that a good research problem is one that would generate a variety of viewpoints from a composite audience made up of reasonable people. 3.  Researchability This isn't a real word but it represents an important aspect of creating a good research statement. It seems a bit obvious, but you don't want to find yourself in the midst of investigating a complex research project and realize that you don't have enough prior research to draw from for your analysis. There's nothing inherently wrong with original research, but you must choose research problems that can be supported, in some way, by the resources available to you. If you are not sure if something is researchable, don't assume that it isn't if you don't find information right away--seek help from a librarian !

NOTE:   Do not confuse a research problem with a research topic. A topic is something to read and obtain information about, whereas a problem is something to be solved or framed as a question raised for inquiry, consideration, or solution, or explained as a source of perplexity, distress, or vexation. In short, a research topic is something to be understood; a research problem is something that needs to be investigated.

IV.  Asking Analytical Questions about the Research Problem

Research problems in the social and behavioral sciences are often analyzed around critical questions that must be investigated. These questions can be explicitly listed in the introduction [i.e., "This study addresses three research questions about women's psychological recovery from domestic abuse in multi-generational home settings..."], or, the questions are implied in the text as specific areas of study related to the research problem. Explicitly listing your research questions at the end of your introduction can help in designing a clear roadmap of what you plan to address in your study, whereas, implicitly integrating them into the text of the introduction allows you to create a more compelling narrative around the key issues under investigation. Either approach is appropriate.

The number of questions you attempt to address should be based on the complexity of the problem you are investigating and what areas of inquiry you find most critical to study. Practical considerations, such as, the length of the paper you are writing or the availability of resources to analyze the issue can also factor in how many questions to ask. In general, however, there should be no more than four research questions underpinning a single research problem.

Given this, well-developed analytical questions can focus on any of the following:

  • Highlights a genuine dilemma, area of ambiguity, or point of confusion about a topic open to interpretation by your readers;
  • Yields an answer that is unexpected and not obvious rather than inevitable and self-evident;
  • Provokes meaningful thought or discussion;
  • Raises the visibility of the key ideas or concepts that may be understudied or hidden;
  • Suggests the need for complex analysis or argument rather than a basic description or summary; and,
  • Offers a specific path of inquiry that avoids eliciting generalizations about the problem.

NOTE:   Questions of how and why concerning a research problem often require more analysis than questions about who, what, where, and when. You should still ask yourself these latter questions, however. Thinking introspectively about the who, what, where, and when of a research problem can help ensure that you have thoroughly considered all aspects of the problem under investigation and helps define the scope of the study in relation to the problem.

V.  Mistakes to Avoid

Beware of circular reasoning! Do not state the research problem as simply the absence of the thing you are suggesting. For example, if you propose the following, "The problem in this community is that there is no hospital," this only leads to a research problem where:

  • The need is for a hospital
  • The objective is to create a hospital
  • The method is to plan for building a hospital, and
  • The evaluation is to measure if there is a hospital or not.

This is an example of a research problem that fails the "So What?" test . In this example, the problem does not reveal the relevance of why you are investigating the fact there is no hospital in the community [e.g., perhaps there's a hospital in the community ten miles away]; it does not elucidate the significance of why one should study the fact there is no hospital in the community [e.g., that hospital in the community ten miles away has no emergency room]; the research problem does not offer an intellectual pathway towards adding new knowledge or clarifying prior knowledge [e.g., the county in which there is no hospital already conducted a study about the need for a hospital, but it was conducted ten years ago]; and, the problem does not offer meaningful outcomes that lead to recommendations that can be generalized for other situations or that could suggest areas for further research [e.g., the challenges of building a new hospital serves as a case study for other communities].

Alvesson, Mats and Jörgen Sandberg. “Generating Research Questions Through Problematization.” Academy of Management Review 36 (April 2011): 247-271 ; Choosing and Refining Topics. Writing@CSU. Colorado State University; D'Souza, Victor S. "Use of Induction and Deduction in Research in Social Sciences: An Illustration." Journal of the Indian Law Institute 24 (1982): 655-661; Ellis, Timothy J. and Yair Levy Nova. "Framework of Problem-Based Research: A Guide for Novice Researchers on the Development of a Research-Worthy Problem." Informing Science: the International Journal of an Emerging Transdiscipline 11 (2008); How to Write a Research Question. The Writing Center. George Mason University; Invention: Developing a Thesis Statement. The Reading/Writing Center. Hunter College; Problem Statements PowerPoint Presentation. The Writing Lab and The OWL. Purdue University; Procter, Margaret. Using Thesis Statements. University College Writing Centre. University of Toronto; Shoket, Mohd. "Research Problem: Identification and Formulation." International Journal of Research 1 (May 2014): 512-518; Trochim, William M.K. Problem Formulation. Research Methods Knowledge Base. 2006; Thesis and Purpose Statements. The Writer’s Handbook. Writing Center. University of Wisconsin, Madison; Thesis Statements. The Writing Center. University of North Carolina; Tips and Examples for Writing Thesis Statements. The Writing Lab and The OWL. Purdue University; Pardede, Parlindungan. “Identifying and Formulating the Research Problem." Research in ELT: Module 4 (October 2018): 1-13; Walk, Kerry. Asking an Analytical Question. [Class handout or worksheet]. Princeton University; White, Patrick. Developing Research Questions: A Guide for Social Scientists . New York: Palgrave McMillan, 2009; Li, Yanmei, and Sumei Zhang. "Identifying the Research Problem." In Applied Research Methods in Urban and Regional Planning . (Cham, Switzerland: Springer International Publishing, 2022), pp. 13-21.

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  • Open access
  • Published: 26 April 2024

Systematic review on the frequency and quality of reporting patient and public involvement in patient safety research

  • Sahar Hammoud   ORCID: orcid.org/0000-0003-4682-9001 1 ,
  • Laith Alsabek 1 , 2 ,
  • Lisa Rogers 1 &
  • Eilish McAuliffe 1  

BMC Health Services Research volume  24 , Article number:  532 ( 2024 ) Cite this article

224 Accesses

Metrics details

In recent years, patient and public involvement (PPI) in research has significantly increased; however, the reporting of PPI remains poor. The Guidance for Reporting Involvement of Patients and the Public (GRIPP2) was developed to enhance the quality and consistency of PPI reporting. The objective of this systematic review is to identify the frequency and quality of PPI reporting in patient safety (PS) research using the GRIPP2 checklist.

Searches were performed in Ovid MEDLINE, EMBASE, PsycINFO, and CINAHL from 2018 to December, 2023. Studies on PPI in PS research were included. We included empirical qualitative, quantitative, mixed methods, and case studies. Only articles published in peer-reviewed journals in English were included. The quality of PPI reporting was assessed using the short form of the (GRIPP2-SF) checklist.

A total of 8561 studies were retrieved from database searches, updates, and reference checks, of which 82 met the eligibility criteria and were included in this review. Major PS topics were related to medication safety, general PS, and fall prevention. Patient representatives, advocates, patient advisory groups, patients, service users, and health consumers were the most involved. The main involvement across the studies was in commenting on or developing research materials. Only 6.1% ( n  = 5) of the studies reported PPI as per the GRIPP2 checklist. Regarding the quality of reporting following the GRIPP2-SF criteria, our findings show sub-optimal reporting mainly due to failures in: critically reflecting on PPI in the study; reporting the aim of PPI in the study; and reporting the extent to which PPI influenced the study overall.

Conclusions

Our review shows a low frequency of PPI reporting in PS research using the GRIPP2 checklist. Furthermore, it reveals a sub-optimal quality in PPI reporting following GRIPP2-SF items. Researchers, funders, publishers, and journals need to promote consistent and transparent PPI reporting following internationally developed reporting guidelines such as the GRIPP2. Evidence-based guidelines for reporting PPI should be encouraged and supported as it helps future researchers to plan and report PPI more effectively.

Trial registration

The review protocol is registered with PROSPERO (CRD42023450715).

Peer Review reports

Patient safety (PS) is defined as “the absence of preventable harm to a patient and reduction of risk of unnecessary harm associated with healthcare to an acceptable minimum” [ 1 ]. It is estimated that one in 10 patients are harmed in healthcare settings due to unsafe care, resulting in over three million deaths annually [ 2 ]. More than 50% of adverse events are preventable, and half of these events are related to medications [ 3 , 4 ]. There are various types of adverse events that patients can experience such as medication errors, patient falls, healthcare-associated infections, diagnostic errors, pressure ulcers, unsafe surgical procedures, patient misidentification, and others [ 1 ].

Over the last few decades, the approach of PS management has shifted toward actively involving patients and their families in managing PS. This innovative approach has surpassed the traditional model where healthcare providers were the sole managers of PS [ 5 ]. Recent research has shown that patients have a vital role in promoting their safety and decreasing the occurrence of adverse events [ 6 ]. Hence, there is a growing recognition of patient and family involvement as a promising method to enhance PS [ 7 ]. This approach includes involving patients in PS policy development, research, and shared decision making [ 1 ].

In the last decade, research involving patients and the public has significantly increased. In the United Kingdom (U.K), the National Institute for Health Research (NIHR) has played a critical role in providing strategic and infrastructure support to integrate Public and Patient Involvement (PPI) throughout publicly funded research [ 8 ]. This has established a context where PPI is recognised as an essential element in research [ 9 ]. In Ireland, the national government agency responsible for the management and delivery of all public health and social services; the National Health Service Executive (HSE) emphasise the importance of PPI in research and provide guidance for researchers on how to involve patients and public in all parts of the research cycle and knowledge translation process [ 10 ]. Similar initiatives are also developing among other European countries, North America, and Australia. However, despite this significant expansion of PPI research, the reporting of PPI in research articles continues to be sub-optimal, inconsistent, and lacks essential information on the context, process, and impact of PPI [ 9 ]. To address this problem, the Guidance for Reporting Involvement of Patients and the Public (GRIPP) was developed in 2011 following the EQUATOR methodology to enhance the quality, consistency, and transparency of PPI reporting. Additionally, to provide guidance for researchers, patients, and the public to advance the quality of the international PPI evidence-base [ 11 ]. The first GRIPP checklist was a significant start in producing higher-quality PPI reporting; however, it was developed following a systematic review, and did not include any input from the international PPI research community. Given the importance of reaching consensus in generating current reporting guidelines, a second version of the GRIPP checklist (GRIPP2) was developed to tackle this problem by involving the international PPI community in its development [ 9 ]. There are two versions of the GRIPP2 checklist, a long form (GRIPP2-LF) for studies with PPI as the primary focus, and a short form (GRIPP2-SF) for studies with PPI as secondary or tertiary focus.

Since the publication of the GRIPP2 checklist, several systematic reviews have been conducted to assess the quality of PPI reporting on various topics. For instance, Bergin et al. in their review to investigate the nature and impact of PPI in cancer research, reported a sub-optimal quality of PPI reporting using the GRIPP2-SF, mainly due to failure to address PPI challenges [ 12 ]. Similarly, Owyang et al. in their systematic review to assess the prevalence, extent, and quality of PPI in orthopaedic practice, described a poor PPI reporting following the GRIPP2-SF checklist criteria [ 13 ]. While a few systematic reviews have been conducted to assess theories, strategies, types of interventions, and barriers and enablers of PPI in PS [ 5 , 14 , 15 , 16 ], no previous review has assessed the quality of PPI reporting in PS research. Thus, our systematic review aims to address this knowledge gap. The objective of this review is to identify the frequency PPI reporting in PS research using the GRIPP2 checklist from 2018 (the year after GRIPP2 was published) and the quality of reporting following the GRIPP2-SF. The GRIPP2 checklist was chosen as the benchmark as it is the first international, evidence-based, community consensus informed guideline for the reporting of PPI in research and more specifically in health and social care research [ 9 ]. Additionally, it is the most recent report-focused framework and the most recommended by several leading journals [ 17 ].

We followed the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) guidelines to plan and report this review [ 18 ]. The review protocol was published on PROSPERO the International Database of Prospectively Registered Systematic Reviews in August 2023 (CRD42023450715).

Search strategy

For this review, we used the PICo framework to define the key elements in our research. These included articles on patients and public (P-Population) involvement (I- phenomenon of Interest) in PS (C-context). Details are presented in Table  1 . Four databases were searched including Ovid MEDLINE, EMBASE, PsycINFO, and CINAHL to identify papers on PPI in PS research. A systematic search strategy was initially developed using MEDLINE. MeSH terms and keywords relevant to specific categories (e.g., patient safety) were combined using the “OR” Boolean term (i.e. patient safety OR adverse event OR medical error OR surgical error) and categories were then combined using the “AND” Boolean term. (i.e. “patient and public involvement” AND “patient safety”). The search strategy was adapted for the other three databases. Full search strategies are provided in Supplementary file 1 . The search was conducted on July 27th, 2023, and was limited to papers published from 2018. As the GRIPP2 tool was published in 2017, this limit ensured the retrieval of relevant studies. An alert system was set on the four databases to receive all new published studies until December 2023, prior to the final analysis. The search was conducted without restrictions on study type, research design, and language. To reduce selection bias, hand searching was carried out on the reference lists of all the eligible articles in the later stages of the review. This was done by the first author. The search strategy was developed by the first author and confirmed by the research team and a Librarian. The database search was conducted by the first author.

Inclusion and exclusion criteria

Studies on PPI in PS research with a focus on health/healthcare were included in this review. We defined PPI as active involvement which is in line with the NIHR INVOLVE definition as “research being carried out ‘with’ or ‘by’ members of the public rather than ‘to’, ‘about’ or ‘for’ them” [ 19 ]. This includes any PPI including, being a co-applicant on a research project or grant application, identifying research priorities, being a member of an advisory or steering group, participating in developing research materials or giving feedback on them, conducting interviews with study participants, participating in recruitment, data collection, data analysis, drafting manuscripts and/or dissemination of results. Accordingly, we excluded studies where patients or the public were only involved as research participants.

We defined patients and public to include patients, relatives, carers, caregivers and community, which is also in line with the NIHR PPI involvement in National Health Service [ 19 ].

Patient safety included topics on medication safety, adverse events, communication, safety culture, diagnostic errors, and others. A full list of the used terms for PPI and PS is provided in Supplementary file 1 . Regarding the research type and design, we included empirical qualitative, quantitative, mixed methods, and case studies. Only articles published in peer-reviewed journals and in English were included.

Any article that did not meet the inclusion criteria was excluded. Studies not reporting outcomes were excluded. Furthermore, review papers, conference abstracts, letters to editor, commentary, viewpoints, and short communications were excluded. Finally, papers published prior to 2018 were excluded.

Study selection

The selection of eligible studies was done by the first and the second authors independently, starting with title and abstracts screening to eliminate papers that failed to meet our inclusion criteria. Then, full text screening was conducted to decide on the final included papers in this review. Covidence, an online data management system supported the review process, ensuring reviewers were blinded to each other’s decisions. Disagreements between reviewers were discussed first, in cases where the disagreement was not resolved, the fourth author was consulted.

Data extraction and analysis

A data extraction sheet was developed using excel then piloted, discussed with the research team and modified as appropriate. The following data were extracted: citation and year of publication, objective of the study, country, PS topic, design, setting, PPI participants, PPI stages (identifying research priorities, being a member of an advisory or steering group, etc.…), frequency of PPI reporting as per the GRIPP2 checklist, and the availability of a plain language summary. Additionally, data against the five items of GRIPP2-SF (aim of PPI in the study, methods used for PPI, outcomes of PPI including the results and the extent to which PPI influenced the study overall, and reflections on PPI) were extracted. To avoid multiple publication bias and missing outcomes, data extraction was done by the first and the second authors independently and then compared. Disagreements between reviewers were first discussed, and then resolved by the third and fourth authors if needed.

Quality assessment

The quality of PPI reporting was assessed using GRIPP2-SF developed by Staniszewska et al. [ 9 ] as it is developed to improve the quality, consistency, and reporting of PPI in social and healthcare research. Additionally the GRIPP2-SF is suitable for all studies regardless of whether PPI is the primary, secondary, or tertiary focus, whereas the GRIPP2-LF is not suitable for studies where PPI serves as a secondary or tertiary focus. The checklist includes five items (mentioned above) that authors should include in their studies. It is important to mention that Staniszewska et al. noted that “while GRIPP2-SF aims to guide consistent reporting, it is not possible to be prescriptive about the exact content of each item, as the current evidence-base is not advanced enough to make this possible” ([ 9 ] p5). For that reason, we had to develop criteria for scoring the five reporting items. We used three scoring as Yes, No, and partial for each of the five items of the GRIPP2-SF. Yes, was given when authors presented PPI information on the item clearly in the paper. No, when no information was provided, and partial when the information partially met the item requirement. For example, as per GRIPP2-SF authors should provide a clear description of the methods used for PPI in the study. In the example given by Staniszewska et al., information on patient/public partners and how many of them were provided, as well as the stages of the study they were involved in (i.e. refining the focus of the research questions, developing the search strategy, interpreting results). Thus, in our evaluation of the included studies, we gave a yes if information on PPI participants (i.e. patient partners, community partners, or family members etc..) and how many of them were involved was provided, and information on the stages or actions of their involvement in the study was provided. However, we gave a “partial” if information was not fully provided (i.e. information on patient/public partners and how many were involved in the study without describing in what stages or actions they were involved, and vice versa), and a “No” if no information was presented at all.

The quality of PPI reporting was done by the first and the second authors independently and then compared. Disagreements between reviewers were first discussed, and then resolved by the third and fourth author when needed.

Assessing the quality or risk of bias of the included studies was omitted, as the focus in this review was on appraising the quality of PPI reporting rather than assessing the quality of each research article.

Data synthesis

After data extraction, a table summarising the included studies was developed. Studies were compared according to the main outcomes of the review; frequency of PPI reporting following the GRIPP2 checklist and the quality of reporting as per GRIPP2-SF five items, and the availability of a plain language summary.

Search results and study selection

The database searches yielded a total of 8491 studies. First, 2496 were removed as duplicates. Then, after title and abstract screening, 5785 articles were excluded leaving 210 articles eligible for the full text review. After a careful examination, 68 of these studies were included in this review. A further 38 studies were identified from the alert system that was set on the four databases and 32 studies from the reference check of the included studies. Of these 70 articles, 56 were further excluded and 14 were added to the previous 68 included studies. Thus, 82 studies met the inclusion criteria and were included in this review. A summary of the database search results and the study selection process are presented in Fig.  1 .

figure 1

PRISMA flow diagram of the study selection process. The PRISMA flow diagram details the review search results and selection process

Overview of included studies

Details of the study characteristics including first author and year of publication, objective, country, study design, setting, PS topic, PPI participants and involvement stages are presented in Supplementary file 2 . The majority of the studies were conducted in the U.K ( n  = 24) and the United States of America ( n  = 18), with the remaining 39 conducted in other high income countries, the exception being one study in Haiti. A range of study designs were identified, the most common being qualitative ( n  = 31), mixed methods ( n  = 13), interventional ( n  = 5), and quality improvement projects ( n  = 4). Most PS topics concerned medication safety ( n  = 17), PS in general (e.g., developing a PS survey or PS management application) ( n  = 14), fall prevention ( n  = 13), communication ( n  = 11), and adverse events ( n  = 10), with the remaining PS topics listed in Supplementary file 2 .

Patient representatives, advocates, and patient advisory groups ( n  = 33) and patients, service users, and health consumers ( n  = 32) were the main groups involved. The remaining, included community members/ organisations. Concerning PPI stages, the main involvement across the studies was in commenting on or developing research materials ( n  = 74) including, patient leaflets, interventional tools, mobile applications, and survey instruments. Following this stage, involvement in data analysis, drafting manuscripts, and disseminating results ( n  = 30), and being a member of a project advisory or steering group ( n  = 18) were the most common PPI evident in included studies. Whereas the least involvement was in identifying research priorities ( n  = 5), and being a co-applicant on a research project or grant application ( n  = 6).

Regarding plain language summary, only one out of the 82 studies (1.22%) provided a plain language summary in their paper [ 20 ].

Frequency and quality of PPI reporting

The frequency of PPI reporting following the GRIPP2 checklist was 6.1%, where only five of the 82 included studies reported PPI in their papers following the GRIPP2 checklist. The quality of PPI reporting in those studies is presented in Table  2 . Of these five studies, one study (20%) did not report the aim of PPI in the study and one (20%) did not comment on the extent to which PPI influenced the study overall.

The quality of PPI reporting of the remaining 77 studies is presented in Table  3 . The aim of PPI in the study was reported in 62.3% of articles ( n  = 48), while 3.9% ( n  = 3) partially reported this. A clear description of the methods used for PPI in the study was reported in 79.2% of papers ( n  = 61) and partially in 20.8% ( n  = 16). Concerning the outcomes, 81.8% of papers ( n  = 63) reported the results of PPI in the study, while 10.4% ( n  = 8) partially did. Of the 77 studies, 68.8% ( n  = 53) reported the extent to which PPI influenced the study overall and 3.9% ( n  = 3) partially reported this. Finally, 57.1% ( n  = 44) of papers critically reflected on the things that went well and those that did not and 2.6% ( n  = 2) partially reflected on this.

Summary of main findings

This systematic review assessed the frequency of reporting PPI in PS research using the GRIPP2 checklist and quality of reporting using the GRIPP2-SF. In total, 82 studies were included in this review. Major PS topics were related to medication safety, general PS, and fall prevention. Patient representatives, advocates, patient advisory groups, patients, service users, and health consumers were the most involved. The main involvement across the studies was in commenting on or developing research materials such as educational and interventional tools, survey instruments, and applications while the least was in identifying research priorities and being a co-applicant on a research project or grant application. Thus, significant effort is still needed to involve patients and the public in the earlier stages of the research process given the fundamental impact of PS on their lives.

Overall completeness and applicability of evidence

A low frequency of reporting PPI in PS research following the GRIPP2 guidelines was revealed in this review, where only five of the 82 studies included mentioned that PPI was reported as per the GRIPP2 checklist. This is despite it being the most recent report-focused framework and the most recommended by several leading journals [ 17 ]. This was not surprising as similar results were reported in recent reviews in other healthcare topics. For instance, Musbahi et al. in their systematic review on PPI reporting in bariatric research reported that none of the 90 papers identified in their review mentioned or utilised the GRIPP2 checklist [ 102 ]. Similarly, a study on PPI in orthodontic research found that none of the 363 included articles reported PPI against the GRIPP2 checklist [ 103 ].

In relation to the quality of reporting following the GRIPP2-SF criteria, our findings show sub-optimal reporting within the 77 studies that did not use GRIPP2 as a guide/checklist to report their PPI. Similarly, Bergin et al. in their systematic review to investigate the nature and impact of PPI in cancer research concluded that substandard reporting was evident [ 12 ]. In our review, this was mainly due to failure to meet three criteria. First, the lowest percentage of reporting (57.1%, n  = 44) was related to critical reflection on PPI in the study (i.e., what went well and what did not). In total, 31 studies (42.9%) did not provide any information on this, and two studies were scored as partial. The first study mentioned that only involving one patient was a limitation [ 27 ] and the other stated that including three patients in the design of the tool was a strength [ 83 ]. Both studies did not critically comment or reflect on these points so that future researchers are able to avoid such problems and enhance PPI opportunities. For instance, providing the reasons/challenges behind the exclusive inclusion of a single patient and explaining how this limits the study findings and conclusion would help future researchers to address these challenges. Likewise, commenting on why incorporating three patients in the design of the study tool could be seen as a strength would have been beneficial. This could be, fostering diverse perspectives and generating novel ideas for developing the tool. Similar to our findings, Bergin et al. in their systematic review reported that 40% of the studies failed to meet this criterion [ 12 ].

Second, only 48 out of 77 articles (62.3%) reported the aim of PPI in their study, which is unlike the results of Bergin et al. where most of the studies (93.1%) in their review met this criterion [ 12 ]. Of the 29 studies which did not meet this criterion in our review, few mentioned in their objective developing a consensus-based instrument [ 41 ], reaching a consensus on the patient-reported outcomes [ 32 ], obtaining international consensus on a set of core outcome measures [ 98 ], and facilitating a multi-stakeholder dialogue [ 71 ] yet, without indicating anything in relation to patients, patient representatives, community members, or any other PPI participants. Thus, the lack of reporting the aim of PPI was clearly evident in this review. Reporting the aim of PPI in the study is crucial for promoting transparency, methodological rigor, reproducibility, and impact assessment of the PPI.

Third, 68.8% ( n  = 53) of the studies reported the extent to which PPI influenced the study overall including positive and negative effects if any. This was again similar to the findings of Bergin et al., where 38% of the studies did not meet this criterion mainly due to a failure to address PPI challenges in their respective studies [ 12 ]. Additionally, Owyang et al. in their review on the extent, and quality of PPI in orthopaedic practice, also described a poor reporting of PPI impact on research [ 13 ]. As per the GRIPP2 guidelines, both positive and negative effects of PPI on the study should be reported when applicable. Providing such information is essential as it enhances future research on PPI in terms of both practice and reporting.

Reporting a clear description of the methods used for PPI in the study was acceptable, with 79.2% of the papers meeting this criterion. Most studies provided information in the methods section of their papers on the PPI participants, their number, stages of their involvement and how they were involved. Providing clear information on the methods used for PPI is vital to give the reader a clear understanding of the steps taken to involve patients, and for other researchers to replicate these methods in future research. Additionally, reporting the results of PPI in the study was also acceptable with 81.8% of the papers reporting the outcomes of PPI in the results section. Reporting the results of PPI is important for enhancing methodological transparency, providing a more accurate interpretation for the study findings, contributing to the overall accountability and credibility of the research, and informing decision making.

Out of the 82 studies included in this review, only one study provided a plain language summary. We understand that PS research or health and medical research in general is difficult for patients and the public to understand given their diverse health literacy and educational backgrounds. However, if we expect patients and the public to be involved in research then, it is crucial to translate this research that has a huge impact on their lives into an easily accessible format. Failing to translate the benefits that such research may have on patient and public lives may result in them underestimating the value of this research and losing interest in being involved in the planning or implementation of future research [ 103 ]. Thus, providing a plain language summary for research is one way to tackle this problem. To our knowledge, only a few health and social care journals (i.e. Cochrane and BMC Research Involvement and Engagement) necessitate a plain language summary as a submission requirement. Having this as a requirement for submission is crucial in bringing the importance of this issue to researchers’ attention.

Research from recent years suggests that poor PPI reporting in articles relates to a lack of submission requirements for PPI reporting in journals and difficulties with word limits for submitted manuscripts [ 13 ]. Price et al. assessed the frequency of PPI reporting in published papers before and after the introduction of PPI reporting obligations by the British Medical Journal (BMJ) [ 104 ]. The authors identified an increase in PPI reporting in papers published by BMJ from 0.5% to 11% between the periods of 2013–2014 and 2015–2016. The study findings demonstrate the impact of journal guidelines in shaping higher quality research outputs [ 13 ]. In our review, we found a low frequency of PPI reporting in PS research using the GRIPP2 checklist, alongside sub-optimal quality of reporting following GRIPP2-SF. This could potentially be attributed to the absence of submission requirements for PPI reporting in journals following the GRIPP2 checklist, as well as challenges posed by word limits.

Strengths and limitations

This systematic review presents an overview on the frequency of PPI reporting in PS research using the GRIPP2 checklist, as well as an evaluation of the quality of reporting following the GRIPP2-SF. As the first review to focus on PS research, it provides useful knowledge on the status of PPI reporting in this field, and the extent to which researchers are adopting and adhering to PPI reporting guidelines. Despite these strengths, our review has some limitations that should be mentioned. First, only English language papers were included in this review due to being the main language of the researchers. Thus, there is a possibility that relevant articles on PPI in PS research may have been omitted. Another limitation is related to our search which was limited to papers published starting 2018 as the GRIPP2 guidelines were published in 2017. Thus it is probable that the protocols of some of these studies were developed earlier than the publication of the GRIPP2 checklist, meaning that PPI reporting following GRIPP2 was not common practice and thus not adopted by these studies. This might limit the conclusions we can draw from this review. Finally, the use of GRIPP2 to assess the quality of PPI reporting might be a limitation as usability testing has not yet been conducted to understand how the checklist works in practice with various types of research designs. However, the GRIPP2 is the first international, evidence-based, community consensus informed guideline for the reporting of PPI in health and social care research. Reflections and comments from researchers using the GRIPP2 will help improve its use in future studies.

Implications for research and practice

Lack of PPI reporting not only affects the quality of research but also implies that others cannot learn from previous research experience. Additionally, without consistent and transparent reporting it is difficult to evaluate the impact of various PPI in research [ 9 ]: “if it is not reported it cannot be assessed” ([ 105 ] p19). Enhanced PPI reporting will result in a wider range and richer high-quality evidence-based PPI research, leading to a better understanding of PPI use and effectiveness [ 103 ]. GRIPP2 reporting guidelines were developed to provide guidance for researchers, patients, and the public to enhance the quality of PPI reporting and improve the quality of the international PPI evidence-base. The guidance can be used prospectively to plan PPI or retrospectively to guide the structure or PPI reporting in research [ 9 ]. To enhance PPI reporting, we recommend the following;

Publishers and journals

First, we encourage publishers and journals to require researchers to report PPI following the GRIPP2 checklist. Utilising the short or the long version should depend on the primary focus of the study (i.e., if PPI is within the primary focus of the research then the GRIPP2-LF is recommended). Second, we recommend that journals and editorial members advise reviewers to evaluate PPI reporting within research articles following the GRIPP2 tool and make suggestions accordingly. Finally, we encourage journals to add a plain language summary as a submission requirement to increase research dissemination and improve the accessibility of research for patients and the public.

Researchers

Though there is greater evidence of PPI in research, it is still primarily the researchers that are setting the research agenda and deciding on the research questions to be addressed. Thus, significant effort is still needed to involve patients and the public in the earlier stages of the research process given the fundamental impact of PS on their lives. To enhance future PPI reporting, perhaps adding a criterion following the GRIPP2 tool to existing EQUATOR checklists for reporting research papers such as STROBE, PRISMA, CONSORT, may support higher quality research. Additionally, currently, there is no detailed explanation paper for the GRIPP2 where each criterion is explained in detail with examples. Addressing this gap would be of great benefit to guide the structure of PPI reporting and to explore the applicability of each criterion in relation to different stages of PPI in research. For instance, having a detailed explanation for each criterion across different research studies having various PPI stages would be of high value to improve future PPI reporting given the growing interest in PPI research in recent years and the relatively small PPI evidence base in health and medical research.

Funding bodies can also enhance PPI reporting by adding a requirement for researchers to report PPI following the GRIPP2 checklist. In Ireland, the National HSE has already initiated this by requiring all PPI in HSE research in Ireland to be reported following the GRIPP2 guidelines [ 10 ].

This study represents the first systematic review on the frequency and quality of PPI reporting in PS research using the GRIPP2 checklist. Most PS topics were related to medication safety, general PS, and fall prevention. The main involvement across the studies was in commenting on or developing research materials. Thus, efforts are still needed to involve patients and the public across all aspects of the research process, especially earlier stages of the research cycle. The frequency of PPI reporting following the GRIPP2 guidelines was low, and the quality of reporting following the GRIPP2-SF criteria was sub-optimal. The lowest percentages of reporting were on critically reflecting on PPI in the study so future research can learn from this experience and work to improve it, reporting the aim of the PPI in the study, and reporting the extent to which PPI influenced the study overall including positive and negative effects. Researchers, funders, publishers, journals, editorial members and reviewers have a responsibility to promote consistent and transparent PPI reporting following internationally developed reporting guidelines such as the GRIPP2. Evidence-based guidelines for reporting PPI should be supported to help future researchers plan and report PPI more effectively, which may ultimately improve the quality and relevance of research.

Availability of data and materials

All data generated or analysed during this study are included in this published article and its Supplementary information files.

Abbreviations

  • Patient safety

United Kingdom

National Institute for Health Research

Public and Patient Involvement

Health Service Executive

Guidance for Reporting Involvement of Patients and the Public

Second version of the GRIPP checklist

Long form of GRIPP2

Short form of GRIPP2

Preferred Reporting Items for Systematic Reviews and Meta-Analyses

The International Database of Prospectively Registered Systematic Reviews

British Medical Journal

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Acknowledgements

This research is funded as part of the Collective Leadership and Safety Cultures (Co-Lead) research programme which is funded by the Irish Health Research Board, grant reference number RL-2015–1588 and the Health Service Executive. The funders had no role in the study conceptualisation, design, data collection, analysis, decision to publish, or preparation of the manuscript.

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S.H and E.M.A designed the study. S.H developed the search strategies with feedback from L.A, L.R, and E.M.A. S.H conducted all searches. S.H and L.A screened the studies, extracted the data, and assessed the quality of PPI reporting. S.H analysed the data with feedback from E.M.A. S.H drafted the manuscript. All authors revised and approved the submitted manuscript. All authors agreed to be personally accountable for the author's own contributions and to ensure that questions related to the accuracy or integrity of any part of the work are appropriately investigated and resolved.

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Hammoud, S., Alsabek, L., Rogers, L. et al. Systematic review on the frequency and quality of reporting patient and public involvement in patient safety research. BMC Health Serv Res 24 , 532 (2024). https://doi.org/10.1186/s12913-024-11021-z

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Performing Academic Research: Creating a research plan

  • The research process
  • Creating a research plan
  • Primary and secondary sources
  • Academic vs. non-academic information
  • Evaluating information: The PAARC test

What is a research plan?

When doing research, it pays to plan ahead. If you take some time to really think about your topic and how you're going to look for sources, you can save yourself hours in the long run. A well thought out research plan will help you find relevant books, ebooks, journal articles, encyclopedia articles, dictionary entries and more much more easily than if you just jumped right in to a database and hoped for the best. It's an easy and helpful way to organize your thinking about a topic, which will help you find what you need.

To help you with creating your research plan, we've set out the following steps:

Step one - Write down your topic

Start by writing out your topic, either on a piece of paper or in a notebook or typed out on your computer. Writing out your topic will help you visualize the parts of your topic, which will be helpful as you build your research plan.

For example, let's say our topic is:

How effective is social media in influencing the youth vote?

Write your topic out like we have here and take a moment to think about the topic and what it is really asking. If what you write out the first time turns out to not be the question you want to ask, try writing it down again with a different wording. Keep doing this until you're confident you've captured the topic you really want to explore.

Step two - Identify your core concepts

Next, take a look at your topic and try to identify what we call its  core concepts . The core concepts of a topic are the words that represent the major ideas that you'll explore with your topic.

Think of it this way: what would be the words in your topic that you would absolutely need to be able to identify your topic? Any words that you absolutely need are your core concepts. Any other words are just there to help contextualize those concepts in a sentence.

When identifying core concepts, it can help to circle or highlight them in your topic sentence. For our example, that would look like this:

Here, we've highlighted social media , youth and vote . These are the three major ideas that we'll be looking at with this topic. They are the "who" (youth) and the "what" (social media and voting) of your topic. All of the other words in your sentence simply relate to these three core concepts and help contextualize them in a sentence. Those words are helpful when you're trying to express a topic to someone else, but, when you're search for sources using a computer, all you need are the essential, core concepts. Anything else will simple get in the way of getting good results.

Step three - Find synonyms

Next, you need to think of synonyms for your core concepts, or other ways that you might express those words. This is critically important when you're doing any type of computer-based searching.

Here's why:

Different people will express the same idea different ways using different words, yet everyone can still get their point across. For example, while you might call a bicycle a "bike" or a "velocipede" (no, really, it's a real word), you're still able to understand that all of those words refer to "a vehicle having two wheels held one behind the other in a frame, typically propelled by a seated rider using pedals, and steered by means of handlebars at the front" (OED Online).

However, computers aren't very good at making those kinds of connections. For the most part, they will only search for the specific word you give them. For example, if you type "bike" into a database search box, you'll only find sources that use the word "bike". You won't find the sources that use "bicycle" even if those sources are appropriate to your topic. By finding and using different synonyms for your core concepts in your search, you increase your chances for finding more material on your topic.

Here's what it would look like to find the synonyms for the three core concepts in our example:

Social Media: social network, social networks, social networking, Facebook, Twitter, Instagram, Snapchat, Tumblr

Youth: young adult, young adults, teen, teens, teenager, teenagers, adolescent, adolescents, adolescence

Vote: voting, voter, voters, political, politics

Step four - Apply truncation

Now you have all these different words to express your core concepts, which is great. But it will be a real pain to type out five or six different ways to say the same word each time you do a search, right? Well, you're in luck! There is a technique called "truncation" that will save you time and effort when performing searches.

To use truncation, start by identifying the common "root" for your synonyms. This is the word, or even just part of a word , that many of your synonyms have in common. For example, from the synonyms we found above:

social network, social networking = social network

young adult, young adults = young adult

teen, teenage, teenager, teens, teenagers = teen

adolescence, adolescent, adolescents = adolescen

vote, voter, voters, voting = vot

political, politics = politic

"vote," "voter" and "voting" in the above list all share the same root as "vot." Everything that comes after the "t" is really just a matter of variations in spelling.

In some case, a word just won't have a "root", or maybe that "root" is actually the entire word. For example, from the synonyms we found above:

social media = social media

Facebook = Facebook

youth = youth

There's just no other way to say "youth" that means a teenager. While "Youthful," shares the same root with "Youth", it doesn't mean the same thing. The same goes for "social media." Finally, because "Facebook" is a proper name of a specific thing, you don't truncate it, either. This would apply to the name of any specific social media site.

Once you've identified your root words, you can apply what is called the truncation symbol , which is a special character that computers recoqnize as telling them "find me any word that starts with this root, no matter what the ending." By applying this special symbol, you can type just the root word into a database and it will retrieve all the variations in spelling for that word, doing some of your work for you. Most of the time, the truncation symbol is a " * ", although it can sometimes be a " $ " or a " ? ". Most databases will tell you which symbol to use.

For our example words, the roots with their truncation symbols would look like this:

social network*

social media

young adult*

Note that, because there's no other way to say "youth," "social media," or "Facebook we've left off the truncation symbols. If we put a "*" at the end, the computer would find references to words like "Youthful," or "social mediation," which we don't really apply to our topic.

Step five - Use Boolean operators and nesting

Now that you have your list of truncated terms, it's time to put them all together into a search phrase. To do this, you'll need to use two techniques: Boolean operators and nesting .

Boolean operators are three words that computers identify as having special functions when searching. These words are:

  • AND - Putting "and" between two words tells the computer to give you all the results in a database that use both of those words. Use it whenever you need to combine two or more concepts.
  • OR - Putting "or" between two words tells the computer to give you all the results in a database that use at least one of the words, as well as results that use both. Use it whenever you need to list synonyms for the same concept.
  • NOT - Putting "not" before a word tells the computer to eliminate any result that uses the following word from the list of results. It is the trickiest of the three Boolean operators and the one that you will likely use least often. Only use it when you receive a large amount of off-topic results as a way to get rid of the off-topic entries.

Nesting is the technique of using multiple search boxes to control the way a search is run. By combining multiple search boxes together, you force the computer to do a series of mini-searches and combine the results of those mini-searches to create the results for your final search. It's similar to brackets in a mathematical equation. To solve an equation with brackets, you have to do the calculations inside of the bracket before you can complete what is outside the bracket. Nesting is asking the computer to do the same thing with your search.

If we apply Boolean operators and nesting to our example list of truncated terms, we'll get something that looks like this:

social media OR social network* OR Facebook OR Twitter OR Instagram OR Snapchat OR Tumblr

AND Young adult* OR youth OR teen* OR adolescen*

AND vot* OR politic*

In the above example, we've used "or" to combine "social media," "social network*," "Facebook," "Twitter," "Instagram," "Snapchat," and "Tumblr" in one search box (represented here by a black rectangle), used "or" again to combine "young adult*," "youth," "teen*" and "adolescen*" in a second search box. and used "or" again to combine "vot*," and "politic*" in a third search box. This creates three mini-searches, one that will find any result that uses any of the different ways to say "social media," one that will find any result that uses any of the different ways to say "youth," and one that will find any result that uses any of the different ways to say "vote." Finally, we combine the three boxes with "and," so that the final search will find any result that makes reference to at least one of the ways to say "social media," at least one of the ways to say "youth" and at least one of the ways to say "vote." By doing all of this, we've maximized our chances at getting a solid set of on-topic sources to work with.

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Goal 2: identify patterns, trends, and public health impact of alcohol misuse.

NIAAA’s Long-Term Vision

To gain a complete understanding of the patterns and trends of the burden and likelihood of alcohol misuse to inform the diagnosis, prevention, and treatment of alcohol-related problems.

Epidemiological research is key to addressing the public health impact of alcohol misuse . Identifying and tracking patterns and trends in alcohol use and related harms convey the scale and burden of alcohol misuse in the nation. Although significant changes in patterns of drinking behavior and consequences have occurred over time, it is important to acknowledge that population-level averages may not reflect the public health impact of alcohol misuse among various sociodemographic groups. As in the Advancing Diversity, Equity, Inclusion, and Accessibility in the Alcohol Research Enterprise discussion in the Cross-Cutting Research Themes section of this strategic plan, it is important for epidemiology research to focus on alcohol misuse and related consequences among minority populations as well as the general population.

Epidemiological research also plays a critical role in identifying factors that influence the initiation of alcohol use and the progression to alcohol misuse, including heavy drinking and alcohol use disorder (AUD) . Knowledge of risk factors associated with alcohol misuse can inform prevention and intervention efforts. Similarly, epidemiological studies can reveal factors that protect against alcohol misuse and consequences. This information can be used to develop prevention strategies that focus on health promotion.

Goal 2 research topics are integrally linked to the Cross-Cutting Research Themes . Examples of NIAAA research priorities in this area include the following objectives.

Objective 1: Identify and Track Trends in Alcohol Misuse and Related Consequences

Collection and analysis of national data on alcohol use are essential for surveilling the patterns and impact of alcohol misuse on public health. For example, recent data have revealed some successes, such as declining alcohol use among youth. These studies also indicate, however, that the recent decrease has been slower among females than males. Among adults, however, alcohol use is increasing, with larger increases found among women, Black men, and older adults. A growing number of studies have also revealed higher levels of alcohol misuse and harms among adolescents and adults in sexual and gender minority populations.

Alcohol and the human body; in 2022, of the 98,475 liver disease deaths among people ages 12 and older, 46% involved alcohol.

Each year, approximately 5 million people visit emergency departments for alcohol-related reasons, from injuries to diseases. 1 The rate of alcohol-related deaths in the United States more than doubled between 1999 and 2021. Additional epidemiological reports also indicate that alcohol-associated liver diseases (ALD) , such as cirrhosis, are increasing, particularly among women and young adults, and alcohol now accounts for almost half of liver disease deaths in the United States. 4 Research tracking the patterns and correlates of alcohol involvement in morbidity and mortality can inform decisions about where to direct prevention and treatment efforts.

NIAAA encourages research to understand the scope and scale of alcohol misuse—for example:

  • Identifying patterns, trends, and disparities in alcohol misuse, AUD, alcohol-related consequences, as well as treatment access and utilization across demographic groups, including but not limited to age, race, ethnicity, sex, gender identity, geographic location, socioeconomic status, and career
  • Characterizing patterns and trends in co-use of alcohol, cannabis, opioids, and other substances and their contributions to adverse health and social outcomes
  • Identifying and characterizing secondhand effects of alcohol misuse (e.g., interpersonal violence, assault, homicide, child maltreatment, and motor vehicle crashes)
  • Improving assay methodologies for validated biomarkers of alcohol consumption considering cost, timeliness, and accessibility in clinical settings
  • Applying innovative data measurement technologies and approaches for more accurate and/or real-time assessment of alcohol use, related behaviors, and associated changes over time (e.g., ecological momentary assessment, biomarkers, and biosensors)
  • Utilizing cutting-edge data collection and analytic approaches, such as artificial intelligence, social network analyses, and data analytics to study and predict patterns and trends in alcohol misuse to facilitate timely intervention
  • Examining the long-term health and societal effects of the increase in alcohol misuse and alcohol-related consequences due to the COVID-19 pandemic, particularly due to coping with stress

1 White AM, Slater ME, Ng G, Hingson R, Breslow R. Trends in alcohol-related emergency department visits in the United States: results from the Nationwide Emergency Department Sample, 2006 to 2014. Alcohol Clin Exp Res. 2018 Feb;42(2):352-9. doi: 10.1111/acer.13559. Epub 2018 Jan 2. PubMed PMID: 29293274

Objective 2: Explore How Social Determinants of Health Convey Risk for and Resilience to Alcohol Misuse and Associated Outcomes

Structural and social determinants of health, or environmental factors that are associated with general health outcomes, are related to the risk for and resilience to alcohol misuse and related harms in both adolescents and adults. Social determinants include social environment (e.g., discrimination, racism, social isolation, growing up in a home with parental AUD), physical environment (e.g., alcohol outlet density, exposure to violence), health care services (e.g., access to and quality of care), economic stability (e.g., job security, income), and education access and quality (e.g., educational opportunities and support).

Social determinants of health can contribute to accumulating stress. In turn, stress leads some individuals to drink alcohol to cope and results in chronic disease and other adverse outcomes. Exposure to stressors (e.g., job loss) is a key contributor to a return to drinking and plays a role in “deaths of despair,” such as alcohol-involved suicides, drug overdoses, and liver disease deaths linked to underemployment and hopelessness. 9  Moreover, adverse childhood experiences (e.g., racial discrimination, parental AUD, and exposure to violence in homes and neighborhoods) are associated with an earlier onset of alcohol use, more frequent binge drinking during adolescence, consuming more drinks per binge occasion during adulthood, and poorer physical and emotional well-being in general.

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In contrast, protective factors against the initiation and escalation of alcohol misuse have also been identified. Supportive relationships with parents/caregivers and other adults, for example, are associated with a lower likelihood of adolescent drinking and related harms.

Advancing research on social determinants provides important opportunities to address health disparities and improve overall public health. Such studies can shed light on the underlying factors that contribute to interactions of alcohol misuse with health disparities as well as targets for intervention.

NIAAA encourages research to better understand how social determinants of health contribute to alcohol-related risk and resilience—for example:

  • Elucidating the ways in which social determinants of health—such as discrimination, trauma, workplace stress, homelessness, and adverse childhood experiences—influence the risk for alcohol misuse, AUD, and associated harms
  • Understanding the effects of economic fluctuations on alcohol misuse and related outcomes
  • Characterizing the influence of the family environment, such as parental/caregiver AUD and recovery, on alcohol-related behaviors and consequences among youth
  • Exploring the influence of a person’s social context, such as social media exposure, social network interactions, and peer networks, on alcohol misuse and associated outcomes, such as recovery from AUD
  • Elucidating how social determinants of health interact with biological pathways to contribute to health disparities and adverse health outcomes
  • Exploring how social determinants of health confer protection against alcohol misuse and identify ways to strengthen their influence
  • Examining the impact of helping young people cope with stress, anxiety, and depression on alcohol-related attitudes and behaviors

9 Case A, Deaton A. Rising morbidity and mortality in midlife among white non-Hispanic Americans in the 21st century. Proc Natl Acad Sci U S A. 2015 Dec 8;112(49):15078-83. doi: 10.1073/pnas.1518393112. Epub 2015 Nov 2. PubMed PMID: 26575631

niaaa.nih.gov

An official website of the National Institutes of Health and the National Institute on Alcohol Abuse and Alcoholism

Research Funding Principles and Priorities

Research funding principles.

  • We prioritize research that advances the Society’s strategic plan, with a focus on stopping the disease in its tracks, restoring what has been lost, and ending MS forever through a cure for all forms of MS.
  • We maintain a diverse research portfolio that includes short- and long-term investments, balances risks and rewards, and funds research globally.
  • We balance investments in research initiated by individual investigators with investments in Society-directed research, all focused on bridging knowledge gaps, seizing opportunities and addressing research priorities.
  • We promote synergies between researchers in diverse disciplines, and develop strategic partnerships to accelerate progress.
  • We invest in all types of research including: laboratory models, human studies, population-based approaches, and data-intensive investigations that leverage both researcher and patient reported outcomes.
  • We support the full spectrum of basic, translational, and clinical research. We also strive to break down barriers to commercial development to ensure that new treatments and wellness approaches are available as quickly as possible.
  • We use independent experts to ensure that each research proposal receives a fair, competent and objective assessment of its scientific merit, relevance to MS, relevance to the MS community, and alignment with the Society’s research priorities.
  • We attract and support new investigators to foster a robust future workforce focused on finding solutions for MS.
  • We expect Society-funded researchers to adhere to rigorous experimental methods and reporting practices.
  • We believe that sharing data and resources enhances research and speeds scientific discovery. Data and resources developed through Society-sponsored research will be made available to other researchers after publication in an expeditious manner.

Research Priorities: Pathways to Multiple Sclerosis Cures

  • Biomarkers/Screening tools that identify MS in its earliest stages with enough confidence to initiate interventions
  • Biological processes driving early MS compared to later stages of disease
  • Understanding the heterogeneity of pre-symptom phases of MS in diverse populations
  • Biomarkers of prognosis and therapeutic response in individuals
  • Pathways driving non-lesional pathology/neurodegeneration involved in progressive stages of disease
  • New molecular targets and therapeutic approaches for neuroprotection
  • Interventions that target the earliest disease-causing pathways
  • Understanding the roles of aging, sex, ethnicity, race, and genetics in MS pathology and response to therapies
  • Physiological mechanisms, molecular targets and therapeutic approaches to promote myelin and neural repair
  • Clear understanding of the functional heterogeneity of cells involved in repair
  • Better physiologic, fluid biomarkers, imaging, and functional measures for earlier readouts of remyelination, reversal of tissue damage, and functional recovery
  • Understanding of the roles of aging, sex, ethnicity, race, and genetics in tissue restoration
  • Better animal models to study repair
  • Understanding how rehabilitation and exercise impact the central nervous system and the extent that they can facilitate CNS repair processes
  • Sensitive, valid, and clinically meaningful measures of disability and tools that establish measurable relationships between physiologic findings and meaningful recovery of function
  • Sufficiently powered intervention studies that incorporate endpoints focused on type and dose parameters, targeting (including, but not limited to) cognitive or motor rehabilitation, resilience, diet, exercise, electrical stimulation, pain, fatigue, depression, anxiety, and bladder impairment
  • Outcome measures, biologic, behavioral or technology driven that can be used to individually tailor interventions
  • Innovative approaches that translate research findings to clinical practice and daily disease management
  • Identify all relevant risk factors for MS, windows of risk, and determine whether any risk factor is necessary and sufficient to cause disease
  • Understanding the contributions of genetic/epigenetic factors and environmental interactions to MS risk
  • Understanding the roles of sex, ethnicity, and race with MS risk
  • Understanding the early pathological pathways/events that lead to the initiation of MS
  • Screening tools that identify MS in its earliest stages with enough confidence to trigger intervention
  • Discovery of biomarkers that detect early MS before symptoms appear
  • Interventions that target the earliest disease-causing pathways and the ability to determine which treatment will work for which person

6.3 Steps in a Successful Marketing Research Plan

Learning outcomes.

By the end of this section, you will be able to:

  • 1 Identify and describe the steps in a marketing research plan.
  • 2 Discuss the different types of data research.
  • 3 Explain how data is analyzed.
  • 4 Discuss the importance of effective research reports.

Define the Problem

There are seven steps to a successful marketing research project (see Figure 6.3 ). Each step will be explained as we investigate how a marketing research project is conducted.

The first step, defining the problem, is often a realization that more information is needed in order to make a data-driven decision. Problem definition is the realization that there is an issue that needs to be addressed. An entrepreneur may be interested in opening a small business but must first define the problem that is to be investigated. A marketing research problem in this example is to discover the needs of the community and also to identify a potentially successful business venture.

Many times, researchers define a research question or objectives in this first step. Objectives of this research study could include: identify a new business that would be successful in the community in question, determine the size and composition of a target market for the business venture, and collect any relevant primary and secondary data that would support such a venture. At this point, the definition of the problem may be “Why are cat owners not buying our new cat toy subscription service?”

Additionally, during this first step we would want to investigate our target population for research. This is similar to a target market, as it is the group that comprises the population of interest for the study. In order to have a successful research outcome, the researcher should start with an understanding of the problem in the current situational environment.

Develop the Research Plan

Step two is to develop the research plan. What type of research is necessary to meet the established objectives of the first step? How will this data be collected? Additionally, what is the time frame of the research and budget to consider? If you must have information in the next week, a different plan would be implemented than in a situation where several months were allowed. These are issues that a researcher should address in order to meet the needs identified.

Research is often classified as coming from one of two types of data: primary and secondary. Primary data is unique information that is collected by the specific researcher with the current project in mind. This type of research doesn’t currently exist until it is pulled together for the project. Examples of primary data collection include survey, observation, experiment, or focus group data that is gathered for the current project.

Secondary data is any research that was completed for another purpose but can be used to help inform the research process. Secondary data comes in many forms and includes census data, journal articles, previously collected survey or focus group data of related topics, and compiled company data. Secondary data may be internal, such as the company’s sales records for a previous quarter, or external, such as an industry report of all related product sales. Syndicated data , a type of external secondary data, is available through subscription services and is utilized by many marketers. As you can see in Table 6.1 , primary and secondary data features are often opposite—the positive aspects of primary data are the negative side of secondary data.

There are four research types that can be used: exploratory, descriptive, experimental, and ethnographic research designs (see Figure 6.4 ). Each type has specific formats of data that can be collected. Qualitative research can be shared through words, descriptions, and open-ended comments. Qualitative data gives context but cannot be reduced to a statistic. Qualitative data examples are categorical and include case studies, diary accounts, interviews, focus groups, and open-ended surveys. By comparison, quantitative data is data that can be reduced to number of responses. The number of responses to each answer on a multiple-choice question is quantitative data. Quantitative data is numerical and includes things like age, income, group size, and height.

Exploratory research is usually used when additional general information in desired about a topic. When in the initial steps of a new project, understanding the landscape is essential, so exploratory research helps the researcher to learn more about the general nature of the industry. Exploratory research can be collected through focus groups, interviews, and review of secondary data. When examining an exploratory research design, the best use is when your company hopes to collect data that is generally qualitative in nature. 7

For instance, if a company is considering a new service for registered users but is not quite sure how well the new service will be received or wants to gain clarity of exactly how customers may use a future service, the company can host a focus group. Focus groups and interviews will be examined later in the chapter. The insights collected during the focus group can assist the company when designing the service, help to inform promotional campaign options, and verify that the service is going to be a viable option for the company.

Descriptive research design takes a bigger step into collection of data through primary research complemented by secondary data. Descriptive research helps explain the market situation and define an “opinion, attitude, or behavior” of a group of consumers, employees, or other interested groups. 8 The most common method of deploying a descriptive research design is through the use of a survey. Several types of surveys will be defined later in this chapter. Descriptive data is quantitative in nature, meaning the data can be distilled into a statistic, such as in a table or chart.

Again, descriptive data is helpful in explaining the current situation. In the opening example of LEGO , the company wanted to describe the situation regarding children’s use of its product. In order to gather a large group of opinions, a survey was created. The data that was collected through this survey allowed the company to measure the existing perceptions of parents so that alterations could be made to future plans for the company.

Experimental research , also known as causal research , helps to define a cause-and-effect relationship between two or more factors. This type of research goes beyond a correlation to determine which feature caused the reaction. Researchers generally use some type of experimental design to determine a causal relationship. An example is A/B testing, a situation where one group of research participants, group A, is exposed to one treatment and then compared to the group B participants, who experience a different situation. An example might be showing two different television commercials to a panel of consumers and then measuring the difference in perception of the product. Another example would be to have two separate packaging options available in different markets. This research would answer the question “Does one design sell better than the other?” Comparing that to the sales in each market would be part of a causal research study. 9

The final method of collecting data is through an ethnographic design. Ethnographic research is conducted in the field by watching people interact in their natural environment. For marketing research, ethnographic designs help to identify how a product is used, what actions are included in a selection, or how the consumer interacts with the product. 10

Examples of ethnographic research would be to observe how a consumer uses a particular product, such as baking soda. Although many people buy baking soda, its uses are vast. So are they using it as a refrigerator deodorizer, a toothpaste, to polish a belt buckle, or to use in baking a cake?

Select the Data Collection Method

Data collection is the systematic gathering of information that addresses the identified problem. What is the best method to do that? Picking the right method of collecting data requires that the researcher understand the target population and the design picked in the previous step. There is no perfect method; each method has both advantages and disadvantages, so it’s essential that the researcher understand the target population of the research and the research objectives in order to pick the best option.

Sometimes the data desired is best collected by watching the actions of consumers. For instance, how many cars pass a specific billboard in a day? What website led a potential customer to the company’s website? When are consumers most likely to use the snack vending machines at work? What time of day has the highest traffic on a social media post? What is the most streamed television program this week? Observational research is the collecting of data based on actions taken by those observed. Many data observations do not require the researched individuals to participate in the data collection effort to be highly valuable. Some observation requires an individual to watch and record the activities of the target population through personal observations .

Unobtrusive observation happens when those being observed aren’t aware that they are being watched. An example of an unobtrusive observation would be to watch how shoppers interact with a new stuffed animal display by using a one-way mirror. Marketers can identify which products were handled more often while also determining which were ignored.

Other methods can use technology to collect the data instead. Instances of mechanical observation include the use of vehicle recorders, which count the number of vehicles that pass a specific location. Computers can also assess the number of shoppers who enter a store, the most popular entry point for train station commuters, or the peak time for cars to park in a parking garage.

When you want to get a more in-depth response from research participants, one method is to complete a one-on-one interview . One-on-one interviews allow the researcher to ask specific questions that match the respondent’s unique perspective as well as follow-up questions that piggyback on responses already completed. An interview allows the researcher to have a deeper understanding of the needs of the respondent, which is another strength of this type of data collection. The downside of personal interviews it that a discussion can be very time-consuming and results in only one respondent’s answers. Therefore, in order to get a large sample of respondents, the interview method may not be the most efficient method.

Taking the benefits of an interview and applying them to a small group of people is the design of a focus group . A focus group is a small number of people, usually 8 to 12, who meet the sample requirements. These individuals together are asked a series of questions where they are encouraged to build upon each other’s responses, either by agreeing or disagreeing with the other group members. Focus groups are similar to interviews in that they allow the researcher, through a moderator, to get more detailed information from a small group of potential customers (see Figure 6.5 ).

Link to Learning

Focus groups.

Focus groups are a common method for gathering insights into consumer thinking and habits. Companies will use this information to develop or shift their initiatives. The best way to understand a focus group is to watch a few examples or explanations. TED-Ed has this video that explains how focus groups work.

You might be asking when it is best to use a focus group or a survey. Learn the differences, the pros and cons of each, and the specific types of questions you ask in both situations in this article .

Preparing for a focus group is critical to success. It requires knowing the material and questions while also managing the group of people. Watch this video to learn more about how to prepare for a focus group and the types of things to be aware of.

One of the benefits of a focus group over individual interviews is that synergy can be generated when a participant builds on another’s ideas. Additionally, for the same amount of time, a researcher can hear from multiple respondents instead of just one. 11 Of course, as with every method of data collection, there are downsides to a focus group as well. Focus groups have the potential to be overwhelmed by one or two aggressive personalities, and the format can discourage more reserved individuals from speaking up. Finally, like interviews, the responses in a focus group are qualitative in nature and are difficult to distill into an easy statistic or two.

Combining a variety of questions on one instrument is called a survey or questionnaire . Collecting primary data is commonly done through surveys due to their versatility. A survey allows the researcher to ask the same set of questions of a large group of respondents. Response rates of surveys are calculated by dividing the number of surveys completed by the total number attempted. Surveys are flexible and can collect a variety of quantitative and qualitative data. Questions can include simplified yes or no questions, select all that apply, questions that are on a scale, or a variety of open-ended types of questions. There are four types of surveys (see Table 6.2 ) we will cover, each with strengths and weaknesses defined.

Let’s start off with mailed surveys —surveys that are sent to potential respondents through a mail service. Mailed surveys used to be more commonly used due to the ability to reach every household. In some instances, a mailed survey is still the best way to collect data. For example, every 10 years the United States conducts a census of its population (see Figure 6.6 ). The first step in that data collection is to send every household a survey through the US Postal Service (USPS). The benefit is that respondents can complete and return the survey at their convenience. The downside of mailed surveys are expense and timeliness of responses. A mailed survey requires postage, both when it is sent to the recipient and when it is returned. That, along with the cost of printing, paper, and both sending and return envelopes, adds up quickly. Additionally, physically mailing surveys takes time. One method of reducing cost is to send with bulk-rate postage, but that slows down the delivery of the survey. Also, because of the convenience to the respondent, completed surveys may be returned several weeks after being sent. Finally, some mailed survey data must be manually entered into the analysis software, which can cause delays or issues due to entry errors.

Phone surveys are completed during a phone conversation with the respondent. Although the traditional phone survey requires a data collector to talk with the participant, current technology allows for computer-assisted voice surveys or surveys to be completed by asking the respondent to push a specific button for each potential answer. Phone surveys are time intensive but allow the respondent to ask questions and the surveyor to request additional information or clarification on a question if warranted. Phone surveys require the respondent to complete the survey simultaneously with the collector, which is a limitation as there are restrictions for when phone calls are allowed. According to Telephone Consumer Protection Act , approved by Congress in 1991, no calls can be made prior to 8:00 a.m. or after 9:00 p.m. in the recipient’s time zone. 12 Many restrictions are outlined in this original legislation and have been added to since due to ever-changing technology.

In-person surveys are when the respondent and data collector are physically in the same location. In-person surveys allow the respondent to share specific information, ask questions of the surveyor, and follow up on previous answers. Surveys collected through this method can take place in a variety of ways: through door-to-door collection, in a public location, or at a person’s workplace. Although in-person surveys are time intensive and require more labor to collect data than some other methods, in some cases it’s the best way to collect the required data. In-person surveys conducted through a door-to-door method is the follow-up used for the census if respondents do not complete the mailed survey. One of the downsides of in-person surveys is the reluctance of potential respondents to stop their current activity and answer questions. Furthermore, people may not feel comfortable sharing private or personal information during a face-to-face conversation.

Electronic surveys are sent or collected through digital means and is an opportunity that can be added to any of the above methods as well as some new delivery options. Surveys can be sent through email, and respondents can either reply to the email or open a hyperlink to an online survey (see Figure 6.7 ). Additionally, a letter can be mailed that asks members of the survey sample to log in to a website rather than to return a mailed response. Many marketers now use links, QR codes, or electronic devices to easily connect to a survey. Digitally collected data has the benefit of being less time intensive and is often a more economical way to gather and input responses than more manual methods. A survey that could take months to collect through the mail can be completed within a week through digital means.

Design the Sample

Although you might want to include every possible person who matches your target market in your research, it’s often not a feasible option, nor is it of value. If you did decide to include everyone, you would be completing a census of the population. Getting everyone to participate would be time-consuming and highly expensive, so instead marketers use a sample , whereby a portion of the whole is included in the research. It’s similar to the samples you might receive at the grocery store or ice cream shop; it isn’t a full serving, but it does give you a good taste of what the whole would be like.

So how do you know who should be included in the sample? Researchers identify parameters for their studies, called sample frames . A sample frame for one study may be college students who live on campus; for another study, it may be retired people in Dallas, Texas, or small-business owners who have fewer than 10 employees. The individual entities within the sampling frame would be considered a sampling unit . A sampling unit is each individual respondent that would be considered as matching the sample frame established by the research. If a researcher wants businesses to participate in a study, then businesses would be the sampling unit in that case.

The number of sampling units included in the research is the sample size . Many calculations can be conducted to indicate what the correct size of the sample should be. Issues to consider are the size of the population, the confidence level that the data represents the entire population, the ease of accessing the units in the frame, and the budget allocated for the research.

There are two main categories of samples: probability and nonprobability (see Figure 6.8 ). Probability samples are those in which every member of the sample has an identified likelihood of being selected. Several probability sample methods can be utilized. One probability sampling technique is called a simple random sample , where not only does every person have an identified likelihood of being selected to be in the sample, but every person also has an equal chance of exclusion. An example of a simple random sample would be to put the names of all members of a group into a hat and simply draw out a specific number to be included. You could say a raffle would be a good example of a simple random sample.

Another probability sample type is a stratified random sample , where the population is divided into groups by category and then a random sample of each category is selected to participate. For instance, if you were conducting a study of college students from your school and wanted to make sure you had all grade levels included, you might take the names of all students and split them into different groups by grade level—freshman, sophomore, junior, and senior. Then, from those categories, you would draw names out of each of the pools, or strata.

A nonprobability sample is a situation in which each potential member of the sample has an unknown likelihood of being selected in the sample. Research findings that are from a nonprobability sample cannot be applied beyond the sample. Several examples of nonprobability sampling are available to researchers and include two that we will look at more closely: convenience sampling and judgment sampling.

The first nonprobability sampling technique is a convenience sample . Just like it sounds, a convenience sample is when the researcher finds a group through a nonscientific method by picking potential research participants in a convenient manner. An example might be to ask other students in a class you are taking to complete a survey that you are doing for a class assignment or passing out surveys at a basketball game or theater performance.

A judgment sample is a type of nonprobability sample that allows the researcher to determine if they believe the individual meets the criteria set for the sample frame to complete the research. For instance, you may be interested in researching mothers, so you sit outside a toy store and ask an individual who is carrying a baby to participate.

Collect the Data

Now that all the plans have been established, the instrument has been created, and the group of participants has been identified, it is time to start collecting data. As explained earlier in this chapter, data collection is the process of gathering information from a variety of sources that will satisfy the research objectives defined in step one. Data collection can be as simple as sending out an email with a survey link enclosed or as complex as an experiment with hundreds of consumers. The method of collection directly influences the length of this process. Conducting personal interviews or completing an experiment, as previously mentioned, can add weeks or months to the research process, whereas sending out an electronic survey may allow a researcher to collect the necessary data in a few days. 13

Analyze and Interpret the Data

Once the data has been collected, the process of analyzing it may begin. Data analysis is the distillation of the information into a more understandable and actionable format. The analysis itself can take many forms, from the use of basic statistics to a more comprehensive data visualization process. First, let’s discuss some basic statistics that can be used to represent data.

The first is the mean of quantitative data. A mean is often defined as the arithmetic average of values. The formula is:

A common use of the mean calculation is with exam scores. Say, for example, you have earned the following scores on your marketing exams: 72, 85, 68, and 77. To find the mean, you would add up the four scores for a total of 302. Then, in order to generate a mean, that number needs to be divided by the number of exam scores included, which is 4. The mean would be 302 divided by 4, for a mean test score of 75.5. Understanding the mean can help to determine, with one number, the weight of a particular value.

Another commonly used statistic is median. The median is often referred to as the middle number. To generate a median, all the numeric answers are placed in order, and the middle number is the median. Median is a common statistic when identifying the income level of a specific geographic region. 14 For instance, the median household income for Albuquerque, New Mexico, between 2015 and 2019 was $52,911. 15 In this case, there are just as many people with an income above the amount as there are below.

Mode is another statistic that is used to represent data of all types, as it can be used with quantitative or qualitative data and represents the most frequent answer. Eye color, hair color, and vehicle color can all be presented with a mode statistic. Additionally, some researchers expand on the concept of mode and present the frequency of all responses, not just identifying the most common response. Data such as this can easily be presented in a frequency graph, 16 such as the one in Figure 6.9 .

Additionally, researchers use other analyses to represent the data rather than to present the entirety of each response. For example, maybe the relationship between two values is important to understand. In this case, the researcher may share the data as a cross tabulation (see Figure 6.10 ). Below is the same data as above regarding social media use cross tabulated with gender—as you can see, the data is more descriptive when you can distinguish between the gender identifiers and how much time is spent per day on social media.

Not all data can be presented in a graphical format due to the nature of the information. Sometimes with qualitative methods of data collection, the responses cannot be distilled into a simple statistic or graph. In that case, the use of quotations, otherwise known as verbatims , can be used. These are direct statements presented by the respondents. Often you will see a verbatim statement when reading a movie or book review. The critic’s statements are used in part or in whole to represent their feelings about the newly released item.

Infographics

As they say, a picture is worth a thousand words. For this reason, research results are often shown in a graphical format in which data can be taken in quickly, called an infographic .

Check out this infographic on what components make for a good infographic. As you can see, a good infographic needs four components: data, design, a story, and the ability to share it with others. Without all four pieces, it is not as valuable a resource as it could be. The ultimate infographic is represented as the intersection of all four.

Infographics are particularly advantageous online. Refer to this infographic on why they are beneficial to use online .

Prepare the Research Report

The marketing research process concludes by sharing the generated data and makes recommendations for future actions. What starts as simple data must be interpreted into an analysis. All information gathered should be conveyed in order to make decisions for future marketing actions. One item that is often part of the final step is to discuss areas that may have been missed with the current project or any area of further study identified while completing it. Without the final step of the marketing research project, the first six steps are without value. It is only after the information is shared, through a formal presentation or report, that those recommendations can be implemented and improvements made. The first six steps are used to generate information, while the last is to initiate action. During this last step is also when an evaluation of the process is conducted. If this research were to be completed again, how would we do it differently? Did the right questions get answered with the survey questions posed to the respondents? Follow-up on some of these key questions can lead to additional research, a different study, or further analysis of data collected.

Methods of Quantifying Marketing Research

One of the ways of sharing information gained through marketing research is to quantify the research . Quantifying the research means to take a variety of data and compile into a quantity that is more easily understood. This is a simple process if you want to know how many people attended a basketball game, but if you want to quantify the number of students who made a positive comment on a questionnaire, it can be a little more complicated. Researchers have a variety of methods to collect and then share these different scores. Below are some of the most common types used in business.

Is a customer aware of a product, brand, or company? What is meant by awareness? Awareness in the context of marketing research is when a consumer is familiar with the product, brand, or company. It does not assume that the consumer has tried the product or has purchased it. Consumers are just aware. That is a measure that many businesses find valuable. There are several ways to measure awareness. For instance, the first type of awareness is unaided awareness . This type of awareness is when no prompts for a product, brand, or company are given. If you were collecting information on fast-food restaurants, you might ask a respondent to list all the fast-food restaurants that serve a chicken sandwich. Aided awareness would be providing a list of products, brands, or companies and the respondent selects from the list. For instance, if you give a respondent a list of fast-food restaurants and ask them to mark all the locations with a chicken sandwich, you are collecting data through an aided method. Collecting these answers helps a company determine how the business location compares to those of its competitors. 17

Customer Satisfaction (CSAT)

Have you ever been asked to complete a survey at the end of a purchase? Many businesses complete research on buying, returning, or other customer service processes. A customer satisfaction score , also known as CSAT, is a measure of how satisfied customers are with the product, brand, or service. A CSAT score is usually on a scale of 0 to 100 percent. 18 But what constitutes a “good” CSAT score? Although what is identified as good can vary by industry, normally anything in the range from 75 to 85 would be considered good. Of course, a number higher than 85 would be considered exceptional. 19

Customer Acquisition Cost (CAC) and Customer Effort Score (CES)

Other metrics often used are a customer acquisition cost (CAC) and customer effort score (CES). How much does it cost a company to gain customers? That’s the purpose of calculating the customer acquisition cost. To calculate the customer acquisition cost , a company would need to total all expenses that were accrued to gain new customers. This would include any advertising, public relations, social media postings, etc. When a total cost is determined, it is divided by the number of new customers gained through this campaign.

The final score to discuss is the customer effort score , also known as a CES. The CES is a “survey used to measure the ease of service experience with an organization.” 20 Companies that are easy to work with have a better CES than a company that is notorious for being difficult. An example would be to ask a consumer about the ease of making a purchase online by incorporating a one-question survey after a purchase is confirmed. If a number of responses come back negative or slightly negative, the company will realize that it needs to investigate and develop a more user-friendly process.

Knowledge Check

It’s time to check your knowledge on the concepts presented in this section. Refer to the Answer Key at the end of the book for feedback.

  • Defining the problem
  • Developing the research plan
  • Selecting a data collection method
  • Designing the sample
  • you are able to send it to all households in an area
  • it is inexpensive
  • responses are automatically loaded into the software
  • the data comes in quickly
  • Primary data
  • Secondary data
  • Secondary and primary data
  • Professional data
  • It shows how respondents answered two variables in relation to each other and can help determine patterns by different groups of respondents.
  • By presenting the data in the form of a picture, the information is easier for the reader to understand.
  • It is an easy way to see how often one answer is selected by the respondents.
  • This analysis can used to present interview or focus group data.

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Access for free at https://openstax.org/books/principles-marketing/pages/1-unit-introduction
  • Authors: Dr. Maria Gomez Albrecht, Dr. Mark Green, Linda Hoffman
  • Publisher/website: OpenStax
  • Book title: Principles of Marketing
  • Publication date: Jan 25, 2023
  • Location: Houston, Texas
  • Book URL: https://openstax.org/books/principles-marketing/pages/1-unit-introduction
  • Section URL: https://openstax.org/books/principles-marketing/pages/6-3-steps-in-a-successful-marketing-research-plan

© Jan 9, 2024 OpenStax. Textbook content produced by OpenStax is licensed under a Creative Commons Attribution License . The OpenStax name, OpenStax logo, OpenStax book covers, OpenStax CNX name, and OpenStax CNX logo are not subject to the Creative Commons license and may not be reproduced without the prior and express written consent of Rice University.

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Research: When Employees Identify with Their Company, They’re Less Likely to Recognize Gender Discrimination

  • Jamie L. Gloor,
  • Tyler Okimoto,
  • Brooke Gazdag,
  • Michelle Ryan

a researcher plans to identify

Beware the “not here” bias.

Identifying as an organizational member — or feeling a strong sense of attachment to the organization — is generally a positive thing for employees and employers. But our research on workplace incivility and mistreatment shows that it can also shape when — and if — employees recognize and respond to subtle forms of discrimination against women at work. Evidence shows that leaders, as well as employees, play a key role in identifying and remedying gender discrimination in all its forms. If the goal is to proactively address gender discrimination in the workplace and encourage leaders and workers to remove their rose-colored glasses, this article offers a few suggestions.

You’re in the elevator of your office building. The doors open and two coworkers — one male and one female — enter the elevator in a heated debate. The female employee is trying to explain an issue on a project she’s leading, but the male employee interrupts her: “ Geez, I’ve heard enough of you and your opinions!” The woman falls silent, clearly upset and shaken by the comment.

  • JG Jamie L. Gloor is a Swiss National Science Foundation professor of Leadership & Diversity Science at the University of St.Gallen in Switzerland. Her research, teaching, and speaking focus on diversity and inclusion, leadership, humor, and sustainability to craft more equitable, enjoyable, and productive workplaces with positive impact.
  • TO Tyler Okimoto is a professor of management and academic dean within the faculty of Business, Economics, and Law at the University of Queensland. His research aims to understand the factors that bias employee judgments and lead to discrimination at work, and how organizations can work through biased viewpoints to promote consensus and a greater sense of fairness.

Xinxin Li is an associate professor of management at the Antai College of Economics and Management at the Shanghai Jiao Tong University. Her research focuses on DEI, business ethics, and emotions at work.

  • BG Brooke Gazdag is an associate professor and academic director of executive education at the Kühne Logistics University in Hamburg, Germany. Through her research and teaching, she seeks to improve employees’ experience at work through leadership, negotiations, and diversity and inclusion.

Michelle Ryan is a professor of social and organizational psychology and the director of the Global Institute for Women’s Leadership at The Australian National University. Her work centers on understanding the psychological processes underlying workplace gender inequality, and designing and implementing innovative and evidence-based interventions to increase gender equality.

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'Growing the Pie'

National Academies Committee Plans for Expanding Women's Health Research at NIH

The Committee on the Assessment of NIH Research on Women’s Health has taken on the task of identifying areas of greatest potential for women’s health research at NIH. Part of the National Academies of Science, Engineering and Medicine, the committee aims to identify gaps in research across all NIH institutes and centers (ICs) that, if filled, would help improve understanding of women’s health. The organization is a frequent advisor to NIH, providing independent and objective advice on a variety of topics.

Headshot of Miltenberger against an out-of-focus, outdoor background

Lindsey Miltenberger

The assessment committee has met frequently since the end of November 2023, and expects to issue its final report late this year. The group hosted a series of meetings to seek input from researchers, health care practitioners, NIH representatives, the public and other interested parties. 

NIH representatives from the National Institute of General Medical Sciences (NIGMS), National Institute on Minority Health and Health Disparities, Sex and Gender Minority Research Office (SGMRO), Center for Scientific Review and Office of Extramural Research (OER) attended the January meeting.

“It’s difficult to choose even a handful of areas because women’s health research as a whole is underfunded and underprioritized,” said Lindsey Miltenberger, chief advocacy officer of the Society for Women’s Health Research (SWHR), at a recent meeting of the committee. She cited data from an analysis conducted by Dr. Arthur Mirin in the Journal of Women’s Health:

In nearly three-quarters of cases where a disease mostly affects one gender, funding patterns favor males; either the disease affects women more but is underfunded in respect to disease burden, or the disorder affects men more but is overfunded in respect to disease burden.

The disparity between actual funding and that which is commensurate with burden is almost twice as large for diseases that favor males versus females.

Headshot of Mcguirl, who smiles against a light gray background. She wears glasses and a red patterned shirt.

Dr. Michele McGuirl

The disparities have major consequences for how women are diagnosed and treated for many conditions, Mirin stated. His study found that some of the most under-funded diseases are female-dominated—chronic fatigue syndrome, migraine, headaches, anorexia and endometriosis—equating to fewer researchers having the ability to acquire the funding to study these conditions.

Common solutions raised at public meetings held by the committee include finding ways to bolster early-career women researchers, who may be more likely to study female-specific conditions. Panel members also discussed ways to make clinical trials more accessible to women and increase the inclusion of female animals and cells in basic and preclinical research. 

Many presenters also mentioned the need to meet people and communities where they are to facilitate better understanding of their needs.

NIGMS, through its Institutional Development Award (IDeA) program, has joined forces with the Office of Women’s Health Research (ORWH) and other NIH components to fund administrative supplements on research related to women’s health. The Building Interdisciplinary Research Careers in Women’s Health program, for example, has supported more than 750 women’s health researchers, the majority of whom are women who have competed successfully for research funding after the program.

“The enthusiasm for these supplements led to another partnership with the ORWH to promote new IDeA Centers of Biomedical Research Excellence (COBREs) that emphasize women’s health,” explained Dr. Michele McGuirl, acting director of NIGMS’s Division for Research Capacity Building. “These Centers aim to build a critical mass of investigators who can compete effectively for independent research funding in the COBRE’s scientific area. We’re delighted that two COBREs in women’s health have been awarded this year.”

Another area of concern for committee representatives is health outcomes for minoritized women, who often face unique challenges in receiving proper care.

Parker smiles against a background of green foliage

Dr. Karen Parker

“The dearth of research focusing on sexual and gender minority (SGM) women, the lack of adequate data collection and less access to resources are a few of the unique barriers and inequities that SGM women face,” explained SGMRO Director Dr. Karen Parker. “Fostering inclusion in the workforce, increasing diverse representation of women in research, expanding data collection and increasing precision in language concerning sex and gender are just some of the many ways that SGMRO works to advance women’s health research.”

NIH’s Sex as a Biological Variable (SABV) policy is also a frequent topic at committee meetings. 

Established in 2016, the SABV policy set the expectation that researchers would account for the possible role biological sex could play in vertebrate animal and human studies. Meeting participants asked whether the policy goes far enough and how it can be enforced.

Guidone poses against a gray background. Her hair is long and light and she wears tinted glasses.

Heather Guidone

In addition to defining these considerations, the committee plans to assess the appropriate amount of funding needed to address the gaps in women’s health research at NIH. In the January meeting, OER’s Division of Scientific Categorization and Analysis provided context on the intricacies of the NIH budget and how research funding is allocated. 

The general sentiment from expert presentations at public meetings held by the committee thus far seems to be that more funding overall is needed, rather than dividing current funds differently. 

All understudied conditions are equally deserving of a “slice of the pie” when it comes to funding, reasoned Heather Guidone, program director at the Center for Endometriosis Care and a speaker in a stakeholder perspective session at a committee meeting early this year. She shared the words of Dr. Shyam Bishen of the World Economic Forum: “The solution is not to divide more slices of one pie—it is to make more pie.”

To learn more about the committee, visit https://bit.ly/3xERekD .

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Physicists arrange atoms in extremely close proximity

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On top is a green cloud of atoms point up, and on bottom is a blue cloud of atoms pointing down. In between the clouds are lines representing a magnetic field repelling the atoms.

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On top is a green cloud of atoms point up, and on bottom is a blue cloud of atoms pointing down. In between the clouds are lines representing a magnetic field repelling the atoms.

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Proximity is key for many quantum phenomena, as interactions between atoms are stronger when the particles are close. In many quantum simulators, scientists arrange atoms as close together as possible to explore exotic states of matter and build new quantum materials.

They typically do this by cooling the atoms to a stand-still, then using laser light to position the particles as close as 500 nanometers apart — a limit that is set by the wavelength of light. Now, MIT physicists have developed a technique that allows them to arrange atoms in much closer proximity, down to a mere 50 nanometers. For context, a red blood cell is about 1,000 nanometers wide.

The physicists demonstrated the new approach in experiments with dysprosium, which is the most magnetic atom in nature. They used the new approach to manipulate two layers of dysprosium atoms, and positioned the layers precisely 50 nanometers apart. At this extreme proximity, the magnetic interactions were 1,000 times stronger than if the layers were separated by 500 nanometers.

What’s more, the scientists were able to measure two new effects caused by the atoms’ proximity. Their enhanced magnetic forces caused “thermalization,” or the transfer of heat from one layer to another, as well as synchronized oscillations between layers. These effects petered out as the layers were spaced farther apart.

“We have gone from positioning atoms from 500 nanometers to 50 nanometers apart, and there is a lot you can do with this,” says Wolfgang Ketterle, the John D. MacArthur Professor of Physics at MIT. “At 50 nanometers, the behavior of atoms is so much different that we’re really entering a new regime here.”

Ketterle and his colleagues say the new approach can be applied to many other atoms to study quantum phenomena. For their part, the group plans to use the technique to manipulate atoms into configurations that could generate the first purely magnetic quantum gate — a key building block for a new type of quantum computer.

The team has published their results today in the journal Science . The study’s co-authors include lead author and physics graduate student Li Du, along with Pierre Barral, Michael Cantara, Julius de Hond, and Yu-Kun Lu — all members of the MIT-Harvard Center for Ultracold Atoms, the Department of Physics, and the Research Laboratory of Electronics at MIT.

Peaks and valleys

To manipulate and arrange atoms, physicists typically first cool a cloud of atoms to temperatures approaching absolute zero, then use a system of laser beams to corral the atoms into an optical trap.

Laser light is an electromagnetic wave with a specific wavelength (the distance between maxima of the electric field) and frequency. The wavelength limits the smallest pattern into which light can be shaped to typically 500 nanometers, the so-called optical resolution limit. Since atoms are attracted by laser light of certain frequencies, atoms will be positioned at the points of peak laser intensity. For this reason, existing techniques have been limited in how close they can position atomic particles, and could not be used to explore phenomena that happen at much shorter distances.

“Conventional techniques stop at 500 nanometers, limited not by the atoms but by the wavelength of light,” Ketterle explains. “We have found now a new trick with light where we can break through that limit.”

The team’s new approach, like current techniques, starts by cooling a cloud of atoms — in this case, to about 1 microkelvin, just a hair above absolute zero — at which point, the atoms come to a near-standstill. Physicists can then use lasers to move the frozen particles into desired configurations.

Then, Du and his collaborators worked with two laser beams, each with a different frequency, or color, and circular polarization, or direction of the laser’s electric field. When the two beams travel through a super-cooled cloud of atoms, the atoms can orient their spin in opposite directions, following either of the two lasers’ polarization. The result is that the beams produce two groups of the same atoms, only with opposite spins.

Each laser beam formed a standing wave, a periodic pattern of electric field intensity with a spatial period of 500 nanometers. Due to their different polarizations, each standing wave attracted and corralled one of two groups of atoms, depending on their spin. The lasers could be overlaid and tuned such that the distance between their respective peaks is as small as 50 nanometers, meaning that the atoms gravitating to each respective laser’s peaks would be separated by the same 50 nanometers.

But in order for this to happen, the lasers would have to be extremely stable and immune to all external noise, such as from shaking or even breathing on the experiment. The team realized they could stabilize both lasers by directing them through an optical fiber, which served to lock the light beams in place in relation to each other.

“The idea of sending both beams through the optical fiber meant the whole machine could shake violently, but the two laser beams stayed absolutely stable with respect to each others,” Du says.

Magnetic forces at close range

As a first test of their new technique, the team used atoms of dysprosium — a rare-earth metal that is one of the strongest magnetic elements in the periodic table, particularly at ultracold temperatures. However, at the scale of atoms, the element’s magnetic interactions are relatively weak at distances of even 500 nanometers. As with common refrigerator magnets, the magnetic attraction between atoms increases with proximity, and the scientists suspected that if their new technique could space dysprosium atoms as close as 50 nanometers apart, they might observe the emergence of otherwise weak interactions between the magnetic atoms.

“We could suddenly have magnetic interactions, which used to be almost neglible but now are really strong,” Ketterle says.

The team applied their technique to dysprosium, first super-cooling the atoms, then passing two lasers through to split the atoms into two spin groups, or layers. They then directed the lasers through an optical fiber to stabilize them, and found that indeed, the two layers of dysprosium atoms gravitated to their respective laser peaks, which in effect separated the layers of atoms by 50 nanometers — the closest distance that any ultracold atom experiment has been able to achieve.

At this extremely close proximity, the atoms’ natural magnetic interactions were significantly enhanced, and were 1,000 times stronger than if they were positioned 500 nanometers apart. The team observed that these interactions resulted in two novel quantum phenomena: collective oscillation, in which one layer’s vibrations caused the other layer to vibrate in sync; and thermalization, in which one layer transferred heat to the other, purely through magnetic fluctuations in the atoms.

“Until now, heat between atoms could only by exchanged when they were in the same physical space and could collide,” Du notes. “Now we have seen atomic layers, separated by vacuum, and they exchange heat via fluctuating magnetic fields.”

The team’s results introduce a new technique that can be used to position many types of atom in close proximity. They also show that atoms, placed close enough together, can exhibit interesting quantum phenomena, that could be harnessed to build new quantum materials, and potentially, magnetically-driven atomic systems for quantum computers.

“We are really bringing super-resolution methods to the field, and it will become a general tool for doing quantum simulations,” Ketterle says. “There are many variants possible, which we are working on.”

This research was funded, in part, by the National Science Foundation and the Department of Defense.

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