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The Craft of Writing a Strong Hypothesis

Table of Contents

Writing a hypothesis is one of the essential elements of a scientific research paper. It needs to be to the point, clearly communicating what your research is trying to accomplish. A blurry, drawn-out, or complexly-structured hypothesis can confuse your readers. Or worse, the editor and peer reviewers.

A captivating hypothesis is not too intricate. This blog will take you through the process so that, by the end of it, you have a better idea of how to convey your research paper's intent in just one sentence.

What is a Hypothesis?

The first step in your scientific endeavor, a hypothesis, is a strong, concise statement that forms the basis of your research. It is not the same as a thesis statement , which is a brief summary of your research paper .

The sole purpose of a hypothesis is to predict your paper's findings, data, and conclusion. It comes from a place of curiosity and intuition . When you write a hypothesis, you're essentially making an educated guess based on scientific prejudices and evidence, which is further proven or disproven through the scientific method.

The reason for undertaking research is to observe a specific phenomenon. A hypothesis, therefore, lays out what the said phenomenon is. And it does so through two variables, an independent and dependent variable.

The independent variable is the cause behind the observation, while the dependent variable is the effect of the cause. A good example of this is “mixing red and blue forms purple.” In this hypothesis, mixing red and blue is the independent variable as you're combining the two colors at your own will. The formation of purple is the dependent variable as, in this case, it is conditional to the independent variable.

Different Types of Hypotheses‌

Types of hypotheses

Some would stand by the notion that there are only two types of hypotheses: a Null hypothesis and an Alternative hypothesis. While that may have some truth to it, it would be better to fully distinguish the most common forms as these terms come up so often, which might leave you out of context.

Apart from Null and Alternative, there are Complex, Simple, Directional, Non-Directional, Statistical, and Associative and casual hypotheses. They don't necessarily have to be exclusive, as one hypothesis can tick many boxes, but knowing the distinctions between them will make it easier for you to construct your own.

1. Null hypothesis

A null hypothesis proposes no relationship between two variables. Denoted by H 0 , it is a negative statement like “Attending physiotherapy sessions does not affect athletes' on-field performance.” Here, the author claims physiotherapy sessions have no effect on on-field performances. Even if there is, it's only a coincidence.

2. Alternative hypothesis

Considered to be the opposite of a null hypothesis, an alternative hypothesis is donated as H1 or Ha. It explicitly states that the dependent variable affects the independent variable. A good  alternative hypothesis example is “Attending physiotherapy sessions improves athletes' on-field performance.” or “Water evaporates at 100 °C. ” The alternative hypothesis further branches into directional and non-directional.

• Directional hypothesis: A hypothesis that states the result would be either positive or negative is called directional hypothesis. It accompanies H1 with either the ‘<' or ‘>' sign.
• Non-directional hypothesis: A non-directional hypothesis only claims an effect on the dependent variable. It does not clarify whether the result would be positive or negative. The sign for a non-directional hypothesis is ‘≠.'

3. Simple hypothesis

A simple hypothesis is a statement made to reflect the relation between exactly two variables. One independent and one dependent. Consider the example, “Smoking is a prominent cause of lung cancer." The dependent variable, lung cancer, is dependent on the independent variable, smoking.

4. Complex hypothesis

In contrast to a simple hypothesis, a complex hypothesis implies the relationship between multiple independent and dependent variables. For instance, “Individuals who eat more fruits tend to have higher immunity, lesser cholesterol, and high metabolism.” The independent variable is eating more fruits, while the dependent variables are higher immunity, lesser cholesterol, and high metabolism.

5. Associative and casual hypothesis

Associative and casual hypotheses don't exhibit how many variables there will be. They define the relationship between the variables. In an associative hypothesis, changing any one variable, dependent or independent, affects others. In a casual hypothesis, the independent variable directly affects the dependent.

6. Empirical hypothesis

Also referred to as the working hypothesis, an empirical hypothesis claims a theory's validation via experiments and observation. This way, the statement appears justifiable and different from a wild guess.

Say, the hypothesis is “Women who take iron tablets face a lesser risk of anemia than those who take vitamin B12.” This is an example of an empirical hypothesis where the researcher  the statement after assessing a group of women who take iron tablets and charting the findings.

7. Statistical hypothesis

The point of a statistical hypothesis is to test an already existing hypothesis by studying a population sample. Hypothesis like “44% of the Indian population belong in the age group of 22-27.” leverage evidence to prove or disprove a particular statement.

Characteristics of a Good Hypothesis

Writing a hypothesis is essential as it can make or break your research for you. That includes your chances of getting published in a journal. So when you're designing one, keep an eye out for these pointers:

• A research hypothesis has to be simple yet clear to look justifiable enough.
• It has to be testable — your research would be rendered pointless if too far-fetched into reality or limited by technology.
• It has to be precise about the results —what you are trying to do and achieve through it should come out in your hypothesis.
• A research hypothesis should be self-explanatory, leaving no doubt in the reader's mind.
• If you are developing a relational hypothesis, you need to include the variables and establish an appropriate relationship among them.
• A hypothesis must keep and reflect the scope for further investigations and experiments.

Separating a Hypothesis from a Prediction

Outside of academia, hypothesis and prediction are often used interchangeably. In research writing, this is not only confusing but also incorrect. And although a hypothesis and prediction are guesses at their core, there are many differences between them.

A hypothesis is an educated guess or even a testable prediction validated through research. It aims to analyze the gathered evidence and facts to define a relationship between variables and put forth a logical explanation behind the nature of events.

Predictions are assumptions or expected outcomes made without any backing evidence. They are more fictionally inclined regardless of where they originate from.

For this reason, a hypothesis holds much more weight than a prediction. It sticks to the scientific method rather than pure guesswork. "Planets revolve around the Sun." is an example of a hypothesis as it is previous knowledge and observed trends. Additionally, we can test it through the scientific method.

Whereas "COVID-19 will be eradicated by 2030." is a prediction. Even though it results from past trends, we can't prove or disprove it. So, the only way this gets validated is to wait and watch if COVID-19 cases end by 2030.

Finally, How to Write a Hypothesis

Quick tips on writing a hypothesis

1.  Be clear about your research question

A hypothesis should instantly address the research question or the problem statement. To do so, you need to ask a question. Understand the constraints of your undertaken research topic and then formulate a simple and topic-centric problem. Only after that can you develop a hypothesis and further test for evidence.

2. Carry out a recce

Once you have your research's foundation laid out, it would be best to conduct preliminary research. Go through previous theories, academic papers, data, and experiments before you start curating your research hypothesis. It will give you an idea of your hypothesis's viability or originality.

Making use of references from relevant research papers helps draft a good research hypothesis. SciSpace Discover offers a repository of over 270 million research papers to browse through and gain a deeper understanding of related studies on a particular topic. Additionally, you can use SciSpace Copilot , your AI research assistant, for reading any lengthy research paper and getting a more summarized context of it. A hypothesis can be formed after evaluating many such summarized research papers. Copilot also offers explanations for theories and equations, explains paper in simplified version, allows you to highlight any text in the paper or clip math equations and tables and provides a deeper, clear understanding of what is being said. This can improve the hypothesis by helping you identify potential research gaps.

3. Create a 3-dimensional hypothesis

Variables are an essential part of any reasonable hypothesis. So, identify your independent and dependent variable(s) and form a correlation between them. The ideal way to do this is to write the hypothetical assumption in the ‘if-then' form. If you use this form, make sure that you state the predefined relationship between the variables.

In another way, you can choose to present your hypothesis as a comparison between two variables. Here, you must specify the difference you expect to observe in the results.

4. Write the first draft

Now that everything is in place, it's time to write your hypothesis. For starters, create the first draft. In this version, write what you expect to find from your research.

Clearly separate your independent and dependent variables and the link between them. Don't fixate on syntax at this stage. The goal is to ensure your hypothesis addresses the issue.

5. Proof your hypothesis

After preparing the first draft of your hypothesis, you need to inspect it thoroughly. It should tick all the boxes, like being concise, straightforward, relevant, and accurate. Your final hypothesis has to be well-structured as well.

Research projects are an exciting and crucial part of being a scholar. And once you have your research question, you need a great hypothesis to begin conducting research. Thus, knowing how to write a hypothesis is very important.

Now that you have a firmer grasp on what a good hypothesis constitutes, the different kinds there are, and what process to follow, you will find it much easier to write your hypothesis, which ultimately helps your research.

Now it's easier than ever to streamline your research workflow with SciSpace Discover . Its integrated, comprehensive end-to-end platform for research allows scholars to easily discover, write and publish their research and fosters collaboration.

It includes everything you need, including a repository of over 270 million research papers across disciplines, SEO-optimized summaries and public profiles to show your expertise and experience.

If you found these tips on writing a research hypothesis useful, head over to our blog on Statistical Hypothesis Testing to learn about the top researchers, papers, and institutions in this domain.

Frequently Asked Questions (FAQs)

1. what is the definition of hypothesis.

According to the Oxford dictionary, a hypothesis is defined as “An idea or explanation of something that is based on a few known facts, but that has not yet been proved to be true or correct”.

2. What is an example of hypothesis?

The hypothesis is a statement that proposes a relationship between two or more variables. An example: "If we increase the number of new users who join our platform by 25%, then we will see an increase in revenue."

3. What is an example of null hypothesis?

A null hypothesis is a statement that there is no relationship between two variables. The null hypothesis is written as H0. The null hypothesis states that there is no effect. For example, if you're studying whether or not a particular type of exercise increases strength, your null hypothesis will be "there is no difference in strength between people who exercise and people who don't."

4. What are the types of research?

• Fundamental research

• Applied research

• Qualitative research

• Quantitative research

• Mixed research

• Exploratory research

• Longitudinal research

• Cross-sectional research

• Field research

• Laboratory research

• Fixed research

• Flexible research

• Action research

• Policy research

• Classification research

• Comparative research

• Causal research

• Inductive research

• Deductive research

5. How to write a hypothesis?

• Your hypothesis should be able to predict the relationship and outcome.

• Avoid wordiness by keeping it simple and brief.

• Your hypothesis should contain observable and testable outcomes.

• Your hypothesis should be relevant to the research question.

6. What are the 2 types of hypothesis?

• Null hypotheses are used to test the claim that "there is no difference between two groups of data".

• Alternative hypotheses test the claim that "there is a difference between two data groups".

7. Difference between research question and research hypothesis?

A research question is a broad, open-ended question you will try to answer through your research. A hypothesis is a statement based on prior research or theory that you expect to be true due to your study. Example - Research question: What are the factors that influence the adoption of the new technology? Research hypothesis: There is a positive relationship between age, education and income level with the adoption of the new technology.

8. What is plural for hypothesis?

The plural of hypothesis is hypotheses. Here's an example of how it would be used in a statement, "Numerous well-considered hypotheses are presented in this part, and they are supported by tables and figures that are well-illustrated."

9. What is the red queen hypothesis?

The red queen hypothesis in evolutionary biology states that species must constantly evolve to avoid extinction because if they don't, they will be outcompeted by other species that are evolving. Leigh Van Valen first proposed it in 1973; since then, it has been tested and substantiated many times.

10. Who is known as the father of null hypothesis?

The father of the null hypothesis is Sir Ronald Fisher. He published a paper in 1925 that introduced the concept of null hypothesis testing, and he was also the first to use the term itself.

11. When to reject null hypothesis?

You need to find a significant difference between your two populations to reject the null hypothesis. You can determine that by running statistical tests such as an independent sample t-test or a dependent sample t-test. You should reject the null hypothesis if the p-value is less than 0.05.

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Research Hypothesis: What It Is, Types + How to Develop?

A research study starts with a question. Researchers worldwide ask questions and create research hypotheses. The effectiveness of research relies on developing a good research hypothesis. Examples of research hypotheses can guide researchers in writing effective ones.

In this blog, we’ll learn what a research hypothesis is, why it’s important in research, and the different types used in science. We’ll also guide you through creating your research hypothesis and discussing ways to test and evaluate it.

What is a Research Hypothesis?

A hypothesis is like a guess or idea that you suggest to check if it’s true. A research hypothesis is a statement that brings up a question and predicts what might happen.

It’s really important in the scientific method and is used in experiments to figure things out. Essentially, it’s an educated guess about how things are connected in the research.

A research hypothesis usually includes pointing out the independent variable (the thing they’re changing or studying) and the dependent variable (the result they’re measuring or watching). It helps plan how to gather and analyze data to see if there’s evidence to support or deny the expected connection between these variables.

Importance of Hypothesis in Research

Hypotheses are really important in research. They help design studies, allow for practical testing, and add to our scientific knowledge. Their main role is to organize research projects, making them purposeful, focused, and valuable to the scientific community. Let’s look at some key reasons why they matter:

• A research hypothesis helps test theories.

A hypothesis plays a pivotal role in the scientific method by providing a basis for testing existing theories. For example, a hypothesis might test the predictive power of a psychological theory on human behavior.

• It serves as a great platform for investigation activities.

It serves as a launching pad for investigation activities, which offers researchers a clear starting point. A research hypothesis can explore the relationship between exercise and stress reduction.

• Hypothesis guides the research work or study.

A well-formulated hypothesis guides the entire research process. It ensures that the study remains focused and purposeful. For instance, a hypothesis about the impact of social media on interpersonal relationships provides clear guidance for a study.

• Hypothesis sometimes suggests theories.

In some cases, a hypothesis can suggest new theories or modifications to existing ones. For example, a hypothesis testing the effectiveness of a new drug might prompt a reconsideration of current medical theories.

• It helps in knowing the data needs.

A hypothesis clarifies the data requirements for a study, ensuring that researchers collect the necessary information—a hypothesis guiding the collection of demographic data to analyze the influence of age on a particular phenomenon.

• The hypothesis explains social phenomena.

Hypotheses are instrumental in explaining complex social phenomena. For instance, a hypothesis might explore the relationship between economic factors and crime rates in a given community.

• Hypothesis provides a relationship between phenomena for empirical Testing.

Hypotheses establish clear relationships between phenomena, paving the way for empirical testing. An example could be a hypothesis exploring the correlation between sleep patterns and academic performance.

• It helps in knowing the most suitable analysis technique.

A hypothesis guides researchers in selecting the most appropriate analysis techniques for their data. For example, a hypothesis focusing on the effectiveness of a teaching method may lead to the choice of statistical analyses best suited for educational research.

Characteristics of a Good Research Hypothesis

A hypothesis is a specific idea that you can test in a study. It often comes from looking at past research and theories. A good hypothesis usually starts with a research question that you can explore through background research. For it to be effective, consider these key characteristics:

• Clear and Focused Language: A good hypothesis uses clear and focused language to avoid confusion and ensure everyone understands it.
• Related to the Research Topic: The hypothesis should directly relate to the research topic, acting as a bridge between the specific question and the broader study.
• Testable: An effective hypothesis can be tested, meaning its prediction can be checked with real data to support or challenge the proposed relationship.
• Potential for Exploration: A good hypothesis often comes from a research question that invites further exploration. Doing background research helps find gaps and potential areas to investigate.
• Includes Variables: The hypothesis should clearly state both the independent and dependent variables, specifying the factors being studied and the expected outcomes.
• Ethical Considerations: Check if variables can be manipulated without breaking ethical standards. It’s crucial to maintain ethical research practices.
• Predicts Outcomes: The hypothesis should predict the expected relationship and outcome, acting as a roadmap for the study and guiding data collection and analysis.
• Simple and Concise: A good hypothesis avoids unnecessary complexity and is simple and concise, expressing the essence of the proposed relationship clearly.
• Clear and Assumption-Free: The hypothesis should be clear and free from assumptions about the reader’s prior knowledge, ensuring universal understanding.
• Observable and Testable Results: A strong hypothesis implies research that produces observable and testable results, making sure the study’s outcomes can be effectively measured and analyzed.

When you use these characteristics as a checklist, it can help you create a good research hypothesis. It’ll guide improving and strengthening the hypothesis, identifying any weaknesses, and making necessary changes. Crafting a hypothesis with these features helps you conduct a thorough and insightful research study.

Types of Research Hypotheses

The research hypothesis comes in various types, each serving a specific purpose in guiding the scientific investigation. Knowing the differences will make it easier for you to create your own hypothesis. Here’s an overview of the common types:

01. Null Hypothesis

The null hypothesis states that there is no connection between two considered variables or that two groups are unrelated. As discussed earlier, a hypothesis is an unproven assumption lacking sufficient supporting data. It serves as the statement researchers aim to disprove. It is testable, verifiable, and can be rejected.

For example, if you’re studying the relationship between Project A and Project B, assuming both projects are of equal standard is your null hypothesis. It needs to be specific for your study.

02. Alternative Hypothesis

The alternative hypothesis is basically another option to the null hypothesis. It involves looking for a significant change or alternative that could lead you to reject the null hypothesis. It’s a different idea compared to the null hypothesis.

When you create a null hypothesis, you’re making an educated guess about whether something is true or if there’s a connection between that thing and another variable. If the null view suggests something is correct, the alternative hypothesis says it’s incorrect. 

For instance, if your null hypothesis is “I’m going to be $1000 richer,” the alternative hypothesis would be “I’m not going to get $1000 or be richer.”

03. Directional Hypothesis

The directional hypothesis predicts the direction of the relationship between independent and dependent variables. They specify whether the effect will be positive or negative.

If you increase your study hours, you will experience a positive association with your exam scores. This hypothesis suggests that as you increase the independent variable (study hours), there will also be an increase in the dependent variable (exam scores).

04. Non-directional Hypothesis

The non-directional hypothesis predicts the existence of a relationship between variables but does not specify the direction of the effect. It suggests that there will be a significant difference or relationship, but it does not predict the nature of that difference.

For example, you will find no notable difference in test scores between students who receive the educational intervention and those who do not. However, once you compare the test scores of the two groups, you will notice an important difference.

05. Simple Hypothesis

A simple hypothesis predicts a relationship between one dependent variable and one independent variable without specifying the nature of that relationship. It’s simple and usually used when we don’t know much about how the two things are connected.

For example, if you adopt effective study habits, you will achieve higher exam scores than those with poor study habits.

06. Complex Hypothesis

A complex hypothesis is an idea that specifies a relationship between multiple independent and dependent variables. It is a more detailed idea than a simple hypothesis.

While a simple view suggests a straightforward cause-and-effect relationship between two things, a complex hypothesis involves many factors and how they’re connected to each other.

For example, when you increase your study time, you tend to achieve higher exam scores. The connection between your study time and exam performance is affected by various factors, including the quality of your sleep, your motivation levels, and the effectiveness of your study techniques.

If you sleep well, stay highly motivated, and use effective study strategies, you may observe a more robust positive correlation between the time you spend studying and your exam scores, unlike those who may lack these factors.

07. Associative Hypothesis

An associative hypothesis proposes a connection between two things without saying that one causes the other. Basically, it suggests that when one thing changes, the other changes too, but it doesn’t claim that one thing is causing the change in the other.

For example, you will likely notice higher exam scores when you increase your study time. You can recognize an association between your study time and exam scores in this scenario.

Your hypothesis acknowledges a relationship between the two variables—your study time and exam scores—without asserting that increased study time directly causes higher exam scores. You need to consider that other factors, like motivation or learning style, could affect the observed association.

08. Causal Hypothesis

A causal hypothesis proposes a cause-and-effect relationship between two variables. It suggests that changes in one variable directly cause changes in another variable.

For example, when you increase your study time, you experience higher exam scores. This hypothesis suggests a direct cause-and-effect relationship, indicating that the more time you spend studying, the higher your exam scores. It assumes that changes in your study time directly influence changes in your exam performance.

09. Empirical Hypothesis

An empirical hypothesis is a statement based on things we can see and measure. It comes from direct observation or experiments and can be tested with real-world evidence. If an experiment proves a theory, it supports the idea and shows it’s not just a guess. This makes the statement more reliable than a wild guess.

For example, if you increase the dosage of a certain medication, you might observe a quicker recovery time for patients. Imagine you’re in charge of a clinical trial. In this trial, patients are given varying dosages of the medication, and you measure and compare their recovery times. This allows you to directly see the effects of different dosages on how fast patients recover.

This way, you can create a research hypothesis: “Increasing the dosage of a certain medication will lead to a faster recovery time for patients.”

10. Statistical Hypothesis

A statistical hypothesis is a statement or assumption about a population parameter that is the subject of an investigation. It serves as the basis for statistical analysis and testing. It is often tested using statistical methods to draw inferences about the larger population.

In a hypothesis test, statistical evidence is collected to either reject the null hypothesis in favor of the alternative hypothesis or fail to reject the null hypothesis due to insufficient evidence.

For example, let’s say you’re testing a new medicine. Your hypothesis could be that the medicine doesn’t really help patients get better. So, you collect data and use statistics to see if your guess is right or if the medicine actually makes a difference.

If the data strongly shows that the medicine does help, you say your guess was wrong, and the medicine does make a difference. But if the proof isn’t strong enough, you can stick with your original guess because you didn’t get enough evidence to change your mind.

How to Develop a Research Hypotheses?

Step 1: identify your research problem or topic..

Define the area of interest or the problem you want to investigate. Make sure it’s clear and well-defined.

Start by asking a question about your chosen topic. Consider the limitations of your research and create a straightforward problem related to your topic. Once you’ve done that, you can develop and test a hypothesis with evidence.

Step 2: Conduct a literature review

Review existing literature related to your research problem. This will help you understand the current state of knowledge in the field, identify gaps, and build a foundation for your hypothesis. Consider the following questions:

• What existing research has been conducted on your chosen topic?
• Are there any gaps or unanswered questions in the current literature?
• How will the existing literature contribute to the foundation of your research?

Step 3: Formulate your research question

Based on your literature review, create a specific and concise research question that addresses your identified problem. Your research question should be clear, focused, and relevant to your field of study.

Step 4: Identify variables

Determine the key variables involved in your research question. Variables are the factors or phenomena that you will study and manipulate to test your hypothesis.

• Independent Variable: The variable you manipulate or control.
• Dependent Variable: The variable you measure to observe the effect of the independent variable.

Step 5: State the Null hypothesis

The null hypothesis is a statement that there is no significant difference or effect. It serves as a baseline for comparison with the alternative hypothesis.

Step 6: Select appropriate methods for testing the hypothesis

Choose research methods that align with your study objectives, such as experiments, surveys, or observational studies. The selected methods enable you to test your research hypothesis effectively.

Creating a research hypothesis usually takes more than one try. Expect to make changes as you collect data. It’s normal to test and say no to a few hypotheses before you find the right answer to your research question.

Testing and Evaluating Hypotheses

Testing hypotheses is a really important part of research. It’s like the practical side of things. Here, real-world evidence will help you determine how different things are connected. Let’s explore the main steps in hypothesis testing:

• State your research hypothesis.

Before testing, clearly articulate your research hypothesis. This involves framing both a null hypothesis, suggesting no significant effect or relationship, and an alternative hypothesis, proposing the expected outcome.

• Collect data strategically.

Plan how you will gather information in a way that fits your study. Make sure your data collection method matches the things you’re studying.

Whether through surveys, observations, or experiments, this step demands precision and adherence to the established methodology. The quality of data collected directly influences the credibility of study outcomes.

• Perform an appropriate statistical test.

Choose a statistical test that aligns with the nature of your data and the hypotheses being tested. Whether it’s a t-test, chi-square test, ANOVA, or regression analysis, selecting the right statistical tool is paramount for accurate and reliable results.

• Decide if your idea was right or wrong.

Following the statistical analysis, evaluate the results in the context of your null hypothesis. You need to decide if you should reject your null hypothesis or not.

• Share what you found.

When discussing what you found in your research, be clear and organized. Say whether your idea was supported or not, and talk about what your results mean. Also, mention any limits to your study and suggest ideas for future research.

The Role of QuestionPro to Develop a Good Research Hypothesis

QuestionPro is a survey and research platform that provides tools for creating, distributing, and analyzing surveys. It plays a crucial role in the research process, especially when you’re in the initial stages of hypothesis development. Here’s how QuestionPro can help you to develop a good research hypothesis:

• Survey design and data collection: You can use the platform to create targeted questions that help you gather relevant data.
• Exploratory research: Through surveys and feedback mechanisms on QuestionPro, you can conduct exploratory research to understand the landscape of a particular subject.
• Literature review and background research: QuestionPro surveys can collect sample population opinions, experiences, and preferences. This data and a thorough literature evaluation can help you generate a well-grounded hypothesis by improving your research knowledge.
• Identifying variables: Using targeted survey questions, you can identify relevant variables related to their research topic.
• Testing assumptions: You can use surveys to informally test certain assumptions or hypotheses before formalizing a research hypothesis.
• Data analysis tools: QuestionPro provides tools for analyzing survey data. You can use these tools to identify the collected data’s patterns, correlations, or trends.
• Refining your hypotheses: As you collect data through QuestionPro, you can adjust your hypotheses based on the real-world responses you receive.

A research hypothesis is like a guide for researchers in science. It’s a well-thought-out idea that has been thoroughly tested. This idea is crucial as researchers can explore different fields, such as medicine, social sciences, and natural sciences. The research hypothesis links theories to real-world evidence and gives researchers a clear path to explore and make discoveries.

QuestionPro Research Suite is a helpful tool for researchers. It makes creating surveys, collecting data, and analyzing information easily. It supports all kinds of research, from exploring new ideas to forming hypotheses. With a focus on using data, it helps researchers do their best work.

Are you interested in learning more about QuestionPro Research Suite? Take advantage of QuestionPro’s free trial to get an initial look at its capabilities and realize the full potential of your research efforts.

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How to Write a Great Hypothesis

Hypothesis Definition, Format, Examples, and Tips

Verywell / Alex Dos Diaz

• The Scientific Method

Hypothesis Format

Falsifiability of a hypothesis.

• Operationalization

Hypothesis Types

Hypotheses examples.

• Collecting Data

A hypothesis is a tentative statement about the relationship between two or more variables. It is a specific, testable prediction about what you expect to happen in a study. It is a preliminary answer to your question that helps guide the research process.

Consider a study designed to examine the relationship between sleep deprivation and test performance. The hypothesis might be: "This study is designed to assess the hypothesis that sleep-deprived people will perform worse on a test than individuals who are not sleep-deprived."

At a Glance

A hypothesis is crucial to scientific research because it offers a clear direction for what the researchers are looking to find. This allows them to design experiments to test their predictions and add to our scientific knowledge about the world. This article explores how a hypothesis is used in psychology research, how to write a good hypothesis, and the different types of hypotheses you might use.

The Hypothesis in the Scientific Method

In the scientific method , whether it involves research in psychology, biology, or some other area, a hypothesis represents what the researchers think will happen in an experiment. The scientific method involves the following steps:

• Forming a question
• Performing background research
• Creating a hypothesis
• Designing an experiment
• Collecting data
• Analyzing the results
• Drawing conclusions
• Communicating the results

The hypothesis is a prediction, but it involves more than a guess. Most of the time, the hypothesis begins with a question which is then explored through background research. At this point, researchers then begin to develop a testable hypothesis.

Unless you are creating an exploratory study, your hypothesis should always explain what you  expect  to happen.

In a study exploring the effects of a particular drug, the hypothesis might be that researchers expect the drug to have some type of effect on the symptoms of a specific illness. In psychology, the hypothesis might focus on how a certain aspect of the environment might influence a particular behavior.

Remember, a hypothesis does not have to be correct. While the hypothesis predicts what the researchers expect to see, the goal of the research is to determine whether this guess is right or wrong. When conducting an experiment, researchers might explore numerous factors to determine which ones might contribute to the ultimate outcome.

In many cases, researchers may find that the results of an experiment  do not  support the original hypothesis. When writing up these results, the researchers might suggest other options that should be explored in future studies.

In many cases, researchers might draw a hypothesis from a specific theory or build on previous research. For example, prior research has shown that stress can impact the immune system. So a researcher might hypothesize: "People with high-stress levels will be more likely to contract a common cold after being exposed to the virus than people who have low-stress levels."

In other instances, researchers might look at commonly held beliefs or folk wisdom. "Birds of a feather flock together" is one example of folk adage that a psychologist might try to investigate. The researcher might pose a specific hypothesis that "People tend to select romantic partners who are similar to them in interests and educational level."

Elements of a Good Hypothesis

So how do you write a good hypothesis? When trying to come up with a hypothesis for your research or experiments, ask yourself the following questions:

• Is your hypothesis based on your research on a topic?
• Can your hypothesis be tested?
• Does your hypothesis include independent and dependent variables?

Before you come up with a specific hypothesis, spend some time doing background research. Once you have completed a literature review, start thinking about potential questions you still have. Pay attention to the discussion section in the  journal articles you read . Many authors will suggest questions that still need to be explored.

How to Formulate a Good Hypothesis

To form a hypothesis, you should take these steps:

• Collect as many observations about a topic or problem as you can.
• Evaluate these observations and look for possible causes of the problem.
• Create a list of possible explanations that you might want to explore.
• After you have developed some possible hypotheses, think of ways that you could confirm or disprove each hypothesis through experimentation. This is known as falsifiability.

In the scientific method ,  falsifiability is an important part of any valid hypothesis. In order to test a claim scientifically, it must be possible that the claim could be proven false.

Students sometimes confuse the idea of falsifiability with the idea that it means that something is false, which is not the case. What falsifiability means is that  if  something was false, then it is possible to demonstrate that it is false.

One of the hallmarks of pseudoscience is that it makes claims that cannot be refuted or proven false.

The Importance of Operational Definitions

A variable is a factor or element that can be changed and manipulated in ways that are observable and measurable. However, the researcher must also define how the variable will be manipulated and measured in the study.

Operational definitions are specific definitions for all relevant factors in a study. This process helps make vague or ambiguous concepts detailed and measurable.

For example, a researcher might operationally define the variable " test anxiety " as the results of a self-report measure of anxiety experienced during an exam. A "study habits" variable might be defined by the amount of studying that actually occurs as measured by time.

These precise descriptions are important because many things can be measured in various ways. Clearly defining these variables and how they are measured helps ensure that other researchers can replicate your results.

Replicability

One of the basic principles of any type of scientific research is that the results must be replicable.

Replication means repeating an experiment in the same way to produce the same results. By clearly detailing the specifics of how the variables were measured and manipulated, other researchers can better understand the results and repeat the study if needed.

Some variables are more difficult than others to define. For example, how would you operationally define a variable such as aggression ? For obvious ethical reasons, researchers cannot create a situation in which a person behaves aggressively toward others.

To measure this variable, the researcher must devise a measurement that assesses aggressive behavior without harming others. The researcher might utilize a simulated task to measure aggressiveness in this situation.

Hypothesis Checklist

• Does your hypothesis focus on something that you can actually test?
• Does your hypothesis include both an independent and dependent variable?
• Can you manipulate the variables?
• Can your hypothesis be tested without violating ethical standards?

The hypothesis you use will depend on what you are investigating and hoping to find. Some of the main types of hypotheses that you might use include:

• Simple hypothesis : This type of hypothesis suggests there is a relationship between one independent variable and one dependent variable.
• Complex hypothesis : This type suggests a relationship between three or more variables, such as two independent and dependent variables.
• Null hypothesis : This hypothesis suggests no relationship exists between two or more variables.
• Alternative hypothesis : This hypothesis states the opposite of the null hypothesis.
• Statistical hypothesis : This hypothesis uses statistical analysis to evaluate a representative population sample and then generalizes the findings to the larger group.
• Logical hypothesis : This hypothesis assumes a relationship between variables without collecting data or evidence.

A hypothesis often follows a basic format of "If {this happens} then {this will happen}." One way to structure your hypothesis is to describe what will happen to the  dependent variable  if you change the  independent variable .

The basic format might be: "If {these changes are made to a certain independent variable}, then we will observe {a change in a specific dependent variable}."

A few examples of simple hypotheses:

• "Students who eat breakfast will perform better on a math exam than students who do not eat breakfast."
• "Students who experience test anxiety before an English exam will get lower scores than students who do not experience test anxiety."​
• "Motorists who talk on the phone while driving will be more likely to make errors on a driving course than those who do not talk on the phone."
• "Children who receive a new reading intervention will have higher reading scores than students who do not receive the intervention."

Examples of a complex hypothesis include:

• "People with high-sugar diets and sedentary activity levels are more likely to develop depression."
• "Younger people who are regularly exposed to green, outdoor areas have better subjective well-being than older adults who have limited exposure to green spaces."

Examples of a null hypothesis include:

• "There is no difference in anxiety levels between people who take St. John's wort supplements and those who do not."
• "There is no difference in scores on a memory recall task between children and adults."
• "There is no difference in aggression levels between children who play first-person shooter games and those who do not."

Examples of an alternative hypothesis:

• "People who take St. John's wort supplements will have less anxiety than those who do not."
• "Adults will perform better on a memory task than children."
• "Children who play first-person shooter games will show higher levels of aggression than children who do not." 

Collecting Data on Your Hypothesis

Once a researcher has formed a testable hypothesis, the next step is to select a research design and start collecting data. The research method depends largely on exactly what they are studying. There are two basic types of research methods: descriptive research and experimental research.

Descriptive Research Methods

Descriptive research such as  case studies ,  naturalistic observations , and surveys are often used when  conducting an experiment is difficult or impossible. These methods are best used to describe different aspects of a behavior or psychological phenomenon.

Once a researcher has collected data using descriptive methods, a  correlational study  can examine how the variables are related. This research method might be used to investigate a hypothesis that is difficult to test experimentally.

Experimental Research Methods

Experimental methods  are used to demonstrate causal relationships between variables. In an experiment, the researcher systematically manipulates a variable of interest (known as the independent variable) and measures the effect on another variable (known as the dependent variable).

Unlike correlational studies, which can only be used to determine if there is a relationship between two variables, experimental methods can be used to determine the actual nature of the relationship—whether changes in one variable actually  cause  another to change.

The hypothesis is a critical part of any scientific exploration. It represents what researchers expect to find in a study or experiment. In situations where the hypothesis is unsupported by the research, the research still has value. Such research helps us better understand how different aspects of the natural world relate to one another. It also helps us develop new hypotheses that can then be tested in the future.

Thompson WH, Skau S. On the scope of scientific hypotheses .  R Soc Open Sci . 2023;10(8):230607. doi:10.1098/rsos.230607

Taran S, Adhikari NKJ, Fan E. Falsifiability in medicine: what clinicians can learn from Karl Popper [published correction appears in Intensive Care Med. 2021 Jun 17;:].  Intensive Care Med . 2021;47(9):1054-1056. doi:10.1007/s00134-021-06432-z

Eyler AA. Research Methods for Public Health . 1st ed. Springer Publishing Company; 2020. doi:10.1891/9780826182067.0004

Nosek BA, Errington TM. What is replication ?  PLoS Biol . 2020;18(3):e3000691. doi:10.1371/journal.pbio.3000691

Aggarwal R, Ranganathan P. Study designs: Part 2 - Descriptive studies .  Perspect Clin Res . 2019;10(1):34-36. doi:10.4103/picr.PICR_154_18

Nevid J. Psychology: Concepts and Applications. Wadworth, 2013.

By Kendra Cherry, MSEd Kendra Cherry, MS, is a psychosocial rehabilitation specialist, psychology educator, and author of the "Everything Psychology Book."

Research Hypothesis In Psychology: Types, & Examples

Saul McLeod, PhD

Editor-in-Chief for Simply Psychology

BSc (Hons) Psychology, MRes, PhD, University of Manchester

Saul McLeod, PhD., is a qualified psychology teacher with over 18 years of experience in further and higher education. He has been published in peer-reviewed journals, including the Journal of Clinical Psychology.

Learn about our Editorial Process

Olivia Guy-Evans, MSc

Associate Editor for Simply Psychology

BSc (Hons) Psychology, MSc Psychology of Education

Olivia Guy-Evans is a writer and associate editor for Simply Psychology. She has previously worked in healthcare and educational sectors.

On This Page:

A research hypothesis, in its plural form “hypotheses,” is a specific, testable prediction about the anticipated results of a study, established at its outset. It is a key component of the scientific method .

Hypotheses connect theory to data and guide the research process towards expanding scientific understanding

Some key points about hypotheses:

• A hypothesis expresses an expected pattern or relationship. It connects the variables under investigation.
• It is stated in clear, precise terms before any data collection or analysis occurs. This makes the hypothesis testable.
• A hypothesis must be falsifiable. It should be possible, even if unlikely in practice, to collect data that disconfirms rather than supports the hypothesis.
• Hypotheses guide research. Scientists design studies to explicitly evaluate hypotheses about how nature works.
• For a hypothesis to be valid, it must be testable against empirical evidence. The evidence can then confirm or disprove the testable predictions.
• Hypotheses are informed by background knowledge and observation, but go beyond what is already known to propose an explanation of how or why something occurs.

Predictions typically arise from a thorough knowledge of the research literature, curiosity about real-world problems or implications, and integrating this to advance theory. They build on existing literature while providing new insight.

Types of Research Hypotheses

Alternative hypothesis.

The research hypothesis is often called the alternative or experimental hypothesis in experimental research.

It typically suggests a potential relationship between two key variables: the independent variable, which the researcher manipulates, and the dependent variable, which is measured based on those changes.

The alternative hypothesis states a relationship exists between the two variables being studied (one variable affects the other).

A hypothesis is a testable statement or prediction about the relationship between two or more variables. It is a key component of the scientific method. Some key points about hypotheses:

• Important hypotheses lead to predictions that can be tested empirically. The evidence can then confirm or disprove the testable predictions.

In summary, a hypothesis is a precise, testable statement of what researchers expect to happen in a study and why. Hypotheses connect theory to data and guide the research process towards expanding scientific understanding.

An experimental hypothesis predicts what change(s) will occur in the dependent variable when the independent variable is manipulated.

It states that the results are not due to chance and are significant in supporting the theory being investigated.

The alternative hypothesis can be directional, indicating a specific direction of the effect, or non-directional, suggesting a difference without specifying its nature. It’s what researchers aim to support or demonstrate through their study.

Null Hypothesis

The null hypothesis states no relationship exists between the two variables being studied (one variable does not affect the other). There will be no changes in the dependent variable due to manipulating the independent variable.

It states results are due to chance and are not significant in supporting the idea being investigated.

The null hypothesis, positing no effect or relationship, is a foundational contrast to the research hypothesis in scientific inquiry. It establishes a baseline for statistical testing, promoting objectivity by initiating research from a neutral stance.

Many statistical methods are tailored to test the null hypothesis, determining the likelihood of observed results if no true effect exists.

This dual-hypothesis approach provides clarity, ensuring that research intentions are explicit, and fosters consistency across scientific studies, enhancing the standardization and interpretability of research outcomes.

Nondirectional Hypothesis

A non-directional hypothesis, also known as a two-tailed hypothesis, predicts that there is a difference or relationship between two variables but does not specify the direction of this relationship.

It merely indicates that a change or effect will occur without predicting which group will have higher or lower values.

For example, “There is a difference in performance between Group A and Group B” is a non-directional hypothesis.

Directional Hypothesis

A directional (one-tailed) hypothesis predicts the nature of the effect of the independent variable on the dependent variable. It predicts in which direction the change will take place. (i.e., greater, smaller, less, more)

It specifies whether one variable is greater, lesser, or different from another, rather than just indicating that there’s a difference without specifying its nature.

For example, “Exercise increases weight loss” is a directional hypothesis.

Falsifiability

The Falsification Principle, proposed by Karl Popper , is a way of demarcating science from non-science. It suggests that for a theory or hypothesis to be considered scientific, it must be testable and irrefutable.

Falsifiability emphasizes that scientific claims shouldn’t just be confirmable but should also have the potential to be proven wrong.

It means that there should exist some potential evidence or experiment that could prove the proposition false.

However many confirming instances exist for a theory, it only takes one counter observation to falsify it. For example, the hypothesis that “all swans are white,” can be falsified by observing a black swan.

For Popper, science should attempt to disprove a theory rather than attempt to continually provide evidence to support a research hypothesis.

Can a Hypothesis be Proven?

Hypotheses make probabilistic predictions. They state the expected outcome if a particular relationship exists. However, a study result supporting a hypothesis does not definitively prove it is true.

All studies have limitations. There may be unknown confounding factors or issues that limit the certainty of conclusions. Additional studies may yield different results.

In science, hypotheses can realistically only be supported with some degree of confidence, not proven. The process of science is to incrementally accumulate evidence for and against hypothesized relationships in an ongoing pursuit of better models and explanations that best fit the empirical data. But hypotheses remain open to revision and rejection if that is where the evidence leads.

• Disproving a hypothesis is definitive. Solid disconfirmatory evidence will falsify a hypothesis and require altering or discarding it based on the evidence.
• However, confirming evidence is always open to revision. Other explanations may account for the same results, and additional or contradictory evidence may emerge over time.

We can never 100% prove the alternative hypothesis. Instead, we see if we can disprove, or reject the null hypothesis.

If we reject the null hypothesis, this doesn’t mean that our alternative hypothesis is correct but does support the alternative/experimental hypothesis.

Upon analysis of the results, an alternative hypothesis can be rejected or supported, but it can never be proven to be correct. We must avoid any reference to results proving a theory as this implies 100% certainty, and there is always a chance that evidence may exist which could refute a theory.

How to Write a Hypothesis

• Identify variables . The researcher manipulates the independent variable and the dependent variable is the measured outcome.
• Operationalized the variables being investigated . Operationalization of a hypothesis refers to the process of making the variables physically measurable or testable, e.g. if you are about to study aggression, you might count the number of punches given by participants.
• Decide on a direction for your prediction . If there is evidence in the literature to support a specific effect of the independent variable on the dependent variable, write a directional (one-tailed) hypothesis. If there are limited or ambiguous findings in the literature regarding the effect of the independent variable on the dependent variable, write a non-directional (two-tailed) hypothesis.
• Make it Testable : Ensure your hypothesis can be tested through experimentation or observation. It should be possible to prove it false (principle of falsifiability).
• Clear & concise language . A strong hypothesis is concise (typically one to two sentences long), and formulated using clear and straightforward language, ensuring it’s easily understood and testable.

Consider a hypothesis many teachers might subscribe to: students work better on Monday morning than on Friday afternoon (IV=Day, DV= Standard of work).

Now, if we decide to study this by giving the same group of students a lesson on a Monday morning and a Friday afternoon and then measuring their immediate recall of the material covered in each session, we would end up with the following:

• The alternative hypothesis states that students will recall significantly more information on a Monday morning than on a Friday afternoon.
• The null hypothesis states that there will be no significant difference in the amount recalled on a Monday morning compared to a Friday afternoon. Any difference will be due to chance or confounding factors.

More Examples

• Memory : Participants exposed to classical music during study sessions will recall more items from a list than those who studied in silence.
• Social Psychology : Individuals who frequently engage in social media use will report higher levels of perceived social isolation compared to those who use it infrequently.
• Developmental Psychology : Children who engage in regular imaginative play have better problem-solving skills than those who don’t.
• Clinical Psychology : Cognitive-behavioral therapy will be more effective in reducing symptoms of anxiety over a 6-month period compared to traditional talk therapy.
• Cognitive Psychology : Individuals who multitask between various electronic devices will have shorter attention spans on focused tasks than those who single-task.
• Health Psychology : Patients who practice mindfulness meditation will experience lower levels of chronic pain compared to those who don’t meditate.
• Organizational Psychology : Employees in open-plan offices will report higher levels of stress than those in private offices.
• Behavioral Psychology : Rats rewarded with food after pressing a lever will press it more frequently than rats who receive no reward.

What is Research Hypothesis: Definition, Types, and How to Develop

Read the blog to learn how a research hypothesis provides a clear and focused direction for a study and helps formulate research questions.

June 28, 2024

In this Article

A research hypothesis provides a clear, testable statement that guides the direction and focus of a study.

The benefit is that the hypothesis makes selecting appropriate research methods or statistical means possible, making the analysis more effective and achieving a result. Above all, the idea selected for the research also makes the study more focused, and the hypothesis does that best of all. Finally, when researchers propose and test a hypothesis, they can confirm, enhance, reconsider, or reject any theories.

In this blog, we'll explore the concept of a research hypothesis, its significance in research, and the various types utilized in scientific studies. Additionally, we'll provide a step-by-step guide on formulating your research hypothesis and methods for testing and evaluating it.

What is a Research Hypothesis? 

A research hypothesis is a foundational element in both qualitative and quantitative research . It is a precise, testable statement that predicts a possible relationship between two or more variables. This hypothesis is developed based on existing theories, observations, or previous research and aims to provide a direction for further investigation.

A research hypothesis starts with a question a researcher is trying to answer. It implies its effect or outcome and provides a basic ground to construct investigations, surveys, or other methods. It explains what a researcher can expect to find. Once the expectations are clearly stated, a researcher will build the methodology by choosing methods and tools for data collection and analysis.

Examples of Research Hypothesis

Here are some examples of research hypotheses across various fields:

• Hypothesis: Individuals who practice mindfulness meditation daily will report lower levels of stress compared to those who do not practice mindfulness.
• Independent Variable: Mindfulness meditation practice.
• Dependent Variable: Levels of stress.
• Hypothesis: Students who receive personalized tutoring in math will perform better on standardized tests than those who do not.
• Independent Variable: Personalized tutoring in math.
• Dependent Variable: Performance on standardized tests.
• Hypothesis: Consumers exposed to advertisements with emotional appeals will have a higher purchase intention than those with rational appeals.
• Independent Variable: Type of advertisement appeal (emotional vs. rational).
• Dependent Variable: Purchase intent .
• Hypothesis: Increasing the minimum wage will decrease employee turnover rates in the retail sector.
• Independent Variable: Minimum wage increase.
• Dependent Variable: Employee turnover rates in the retail sector.

Technology:

• Hypothesis: Users who receive personalized recommendations on a streaming platform will spend more time watching content than users who do not receive personalized recommendations.
• Independent Variable: Personalized recommendations.
• Dependent Variable: Time spent watching content.

[ Note : Here, Independent Variable is the factor manipulated or controlled in an experiment to observe its effect.

Dependent Variable is the factor that is measured or observed in an experiment to assess the impact of the independent variable.]

What is the Importance of Hypothesis in Research?

The importance of a hypothesis in research cannot be overstated, as it serves several crucial functions in the scientific inquiry process. 

Here are the key reasons why hypotheses are fundamental to research:

1. Guides the Research Process

A hypothesis gives a study a clear direction as it outlines what you intend to study and establishes the relationship you are trying to find between variables. It is precise and to the point, which helps formulate your research questions and plan your methods. Using a hypothesis helps organize the testing process from the beginning to the end of the study.

2. Defines the Variables

A well-formulated hypothesis specifies the independent and dependent variables. It defines the object of manipulation and measurement. According to the definition, the hypothesis is an assumption about the relationship between the objects of study. Since statistics is a field of research, the hypothesis is a predictive statement that can be tested empirically.

3. Facilitates Testability and Empirical Investigation

A well-defined hypothesis indicates a clear relationship between the studied variables, thus providing a foundation for designing experiments and observations. In some cases, a null hypothesis is stated to subsequently apply the appropriate statistical test to either validate an already formulated and appropriate hypothesis or reject it.

4. Enhances Objectivity

A hypothesis helps minimize researcher bias by proposing a specific prediction. It forces the researcher to rely on empirical data rather than subjective opinions or beliefs. This objectivity is crucial for maintaining the integrity of the scientific process and ensuring that the findings are credible and reliable.

5. Promotes Critical Thinking and Theoretical Frameworks

Creating a reasonable and viable hypothesis starts with deeply understanding the problem and the field. With a clear sense of the scope of existing evidence and knowledge, there would be a way to go beyond what other researchers have already done. By thoroughly reviewing the literature, researchers are in a position to critically evaluate it and identify problems or questions that remain unresolved. 

6. Enables Structured Analysis and Interpretation

A hypothesis is a tentative assumption that provides a context for data analysis and interpretation. It allows for determining specific statistical tests to run and understanding how to interpret them. If the results support the hypothesis, then there is sufficient evidence to claim and infer that the chosen variables are related in a particular way to each other. 

If the hypothesis does not match the outcomes, it raises the question of the theoretical assumptions supporting it and additional testing that may be indicated.

7. Drives Scientific Progress

Testing hypotheses continually allows researchers to enrich knowledge beyond merely investigating a particular aspect. The data supporting both hypotheses, the data refuting them, may give rise to new theories, which may serve as the foundation for new research. Such a loop significantly benefits researchers who need to extend their understanding of a particular aspect of the outer world.

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What Are The Types of Research Hypotheses?

Research hypotheses can broadly be categorized into several types, each serving different purposes in scientific inquiry. 

Here are the main types of research hypotheses:

1. Simple Hypothesis

A simple hypothesis posits a relationship between two variables. It suggests a direct cause-and-effect relationship without specifying the direction of the effect. For example:

"Increased exercise leads to improved cardiovascular health."

2. Complex Hypothesis

Complex hypotheses involve relationships between multiple variables. These hypotheses may propose how several factors interact to produce a particular outcome. For example:

"The interaction between genetic predisposition, diet, and exercise influences longevity."

3. Associative Hypothesis

An associative hypothesis suggests that there is a relationship between two variables, but it does not imply causation. It states that changes in one variable are associated with changes in another. For example:

"There is a correlation between income level and access to healthcare services."

4. Causal Hypothesis

A causal hypothesis asserts that changes in one variable directly cause changes in another. It implies a cause-and-effect relationship that can be tested through experimentation or controlled observation. For example:

"Increased consumption of sugary drinks causes an increase in body weight."

5. Directional Hypothesis

A directional hypothesis predicts the direction of the relationship between variables. It specifies whether one variable will increase or decrease in response to changes in another variable. For example:

"Higher levels of education lead to higher income levels."

6. Non-directional Hypothesis

A non-directional hypothesis does not predict the direction of the relationship between variables. It simply suggests that there is a relationship without specifying whether one variable will increase or decrease in response to changes in another variable. For example:

"There is a relationship between social media use and levels of anxiety."

7. Null Hypothesis (H₀)

The null hypothesis states no significant relationship exists between the variables being studied. It proposes that any observed differences or effects are due to random chance or sampling error. It is often used to test against the alternative hypothesis (H₁), which proposes the existence of a relationship or effect. For example:

"There is no significant difference in test scores between students who study with music and students who study in silence."

How to Develop a Research Hypothesis?

Developing a research hypothesis involves a systematic process to ensure clarity, testability, and relevance to the research question. Here’s a step-by-step guide on how to develop a research hypothesis:

Step 1: Identify the Research Problem or Question

Start by clearly defining the research problem or question you want to investigate. This could be based on gaps in existing literature, observations, theories, or practical issues.

Step 2: Review Existing Literature

Conduct a thorough review of relevant literature to understand what is already known about the topic. Identify theories, findings, and gaps in knowledge that can help inform the development of your hypothesis.

Step 3: Specify Variables

Identify the variables involved in your study. Variables are measurable traits, conditions, or characteristics that can change or vary. 

Specifically, determine:

Independent Variable: The factor you manipulate or study in your research.

Dependent Variable: The outcome or response you are measuring or observing about the independent variable.

Step 4: Formulate a Hypothesis

Formulate a clear and specific hypothesis based on your research problem, literature review, and identified variables. A good hypothesis should:

State the expected relationship between the independent and dependent variables.

Be testable through empirical research methods (e.g., experiments, surveys, observations).

Be concise and specific, avoiding ambiguity.

Simple hypothesis: "Increased exposure to sunlight leads to higher levels of vitamin D in humans."

Directional hypothesis: "Children who participate in regular physical activity will have lower levels of obesity than children who do not."

Non-directional hypothesis: "There is a relationship between job satisfaction and employee turnover."

Step 5: Consider Alternative Hypotheses

While formulating your hypothesis, consider alternative explanations or hypotheses that could also explain the relationship between your variables. This helps in ensuring that your hypothesis is well-grounded and comprehensive.

Step 6: Ensure Testability

Ensure that your hypothesis is testable using appropriate research methods and techniques. Define how to measure or manipulate the variables to gather empirical evidence supporting or refuting your hypothesis.

Step 7: Write and Refine

Write down your hypothesis in a clear and concise statement. Revise and refine it as needed to improve clarity and specificity. Ensure that it aligns with the objectives of your study and effectively addresses the research question.

Step 8: Seek Feedback

Before finalizing your hypothesis, seek feedback from colleagues, mentors, or peers in your field. Their input can help identify potential weaknesses or ambiguities in your hypothesis and suggest improvements.

Step 9: Finalize Your Hypothesis

Once you have refined your hypothesis based on feedback and considerations, finalize it as the guiding statement for your research study.

Characteristics of a Good Research Hypothesis

A good research hypothesis possesses several key characteristics that make it effective and suitable for investigation:

1. Clear and Specific

The hypothesis should be precise in its wording and focus. It should clearly state what the researcher intends to investigate or test.

2. Testable

A hypothesis must be capable of being empirically tested and verified or falsified through observation or experimentation. This means there should be a way to gather data that supports or refutes the hypothesis.

3. Falsifiable

There must be a possibility of proving the hypothesis false. A hypothesis that cannot be proven false typically falls outside scientific inquiry. This criterion ensures that research remains objective and open to revision based on evidence.

4. Grounded in Theory

A good hypothesis is usually based on existing theories or literature. It should be informed by a solid understanding of the topic and build upon previous research findings or established principles.

5. Rationale

It should provide a logical rationale or explanation for the expected outcome. This rationale is often derived from the literature review or preliminary observations.

6. Empirical Relevance

The hypothesis should address a question relevant to the field of study and contribute to existing knowledge. It should propose a relationship or difference between variables that is worth investigating.

While the hypothesis should be clear and specific, it should also be concise and to the point. It typically consists of a statement or a few sentences summarizing the expected relationship between variables.

8. Variables

A hypothesis should identify the variables involved and specify how they are expected to relate. This includes independent variables (the factors that are manipulated or controlled) and dependent variables (the outcomes or effects being measured).

9. Observable and Measurable

The variables in the hypothesis should be observable and measurable, allowing for data collection that can be analyzed statistically.

10. Revisable

A hypothesis is not a conclusion but a tentative assumption or prediction that guides the research process. It should be open to revision based on the study's findings.

The Role of Decode in Testing Research Hypotheses

Decode is a powerful survey and consumer research platform powered by Insights AI, that can be instrumental in testing research hypotheses. 

Here's how Decode can support you in this process:

• Survey Design and Data Collection: Craft targeted questions using Decode's intuitive interface to gather relevant data for your research.
• Exploratory Research: Conduct exploratory research to understand the landscape of your topic—Leverage Decode's functionalities for surveys and feedback mechanisms to gain valuable insights from your target audience.
• Literature Review and Background Research: Supplement your literature review by collecting data on sample populations' opinions, experiences, and preferences through Decode surveys . This combined data and a thorough literature evaluation can help you build a well-grounded hypothesis with a strong foundation in real-world knowledge.
• Identifying Variables: Design targeted survey questions within Decode to pinpoint relevant variables crucial to your research topic.
• Testing Assumptions: Before solidifying your research hypothesis, informally test your assumptions using surveys created on Decode. This allows for early feedback and potential refinement.
• Data Analysis Tools: Decode provides built-in data analysis tools. Utilize these tools to uncover patterns, correlations, and trends within the data you collect through your surveys.
• Refining Your Hypotheses: As you gather data through Decode surveys, you can continuously adjust and refine your hypotheses based on the real-world responses you receive. This iterative process ensures your hypothesis stays aligned with the insights you uncover.

Final Words

A research hypothesis serves as a guide for scientists. It is a tested idea that applies across different fields, including medicine, social sciences, and natural sciences. Integrating theories with hands-on information assists researchers in exploring and discovering new information.

Decode is a valuable tool for researchers. It simplifies creating surveys, gathering data, and analyzing information. It supports all types of research, from forming hypotheses to testing them. Start a free trial to explore its features and maximize your research potential.

Frequently Asked Questions

What is a research hypothesis example.

A research hypothesis example is: "Students who receive daily math tutoring will have higher test scores than students who do not."

What do you write in a research hypothesis?

In a research hypothesis, you write a clear and testable statement predicting the relationship between two or more variables. It should specify the variables and the expected outcome.

What is the purpose of a research hypothesis?

A research hypothesis provides a focused direction for research. It guides the study design, data collection, and analysis by predicting a specific outcome that can be tested.

What are the three major types of hypotheses?

The three major types of hypotheses are:

• Null Hypothesis (H₀): States that there is no effect or relationship between variables.
• Alternative Hypothesis (H₁): Suggests that there is an effect or relationship between variables.
• Directional Hypothesis: Specifies the expected direction of the relationship between variables (e.g., positive or negative).

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• J Korean Med Sci
• v.36(50); 2021 Dec 27

Formulating Hypotheses for Different Study Designs

Durga prasanna misra.

1 Department of Clinical Immunology and Rheumatology, Sanjay Gandhi Postgraduate Institute of Medical Sciences, Lucknow, India.

Armen Yuri Gasparyan

2 Departments of Rheumatology and Research and Development, Dudley Group NHS Foundation Trust (Teaching Trust of the University of Birmingham, UK), Russells Hall Hospital, Dudley, UK.

Olena Zimba

3 Department of Internal Medicine #2, Danylo Halytsky Lviv National Medical University, Lviv, Ukraine.

Marlen Yessirkepov

4 Department of Biology and Biochemistry, South Kazakhstan Medical Academy, Shymkent, Kazakhstan.

Vikas Agarwal

George d. kitas.

5 Centre for Epidemiology versus Arthritis, University of Manchester, Manchester, UK.

Generating a testable working hypothesis is the first step towards conducting original research. Such research may prove or disprove the proposed hypothesis. Case reports, case series, online surveys and other observational studies, clinical trials, and narrative reviews help to generate hypotheses. Observational and interventional studies help to test hypotheses. A good hypothesis is usually based on previous evidence-based reports. Hypotheses without evidence-based justification and a priori ideas are not received favourably by the scientific community. Original research to test a hypothesis should be carefully planned to ensure appropriate methodology and adequate statistical power. While hypotheses can challenge conventional thinking and may be controversial, they should not be destructive. A hypothesis should be tested by ethically sound experiments with meaningful ethical and clinical implications. The coronavirus disease 2019 pandemic has brought into sharp focus numerous hypotheses, some of which were proven (e.g. effectiveness of corticosteroids in those with hypoxia) while others were disproven (e.g. ineffectiveness of hydroxychloroquine and ivermectin).

Graphical Abstract

DEFINING WORKING AND STANDALONE SCIENTIFIC HYPOTHESES

Science is the systematized description of natural truths and facts. Routine observations of existing life phenomena lead to the creative thinking and generation of ideas about mechanisms of such phenomena and related human interventions. Such ideas presented in a structured format can be viewed as hypotheses. After generating a hypothesis, it is necessary to test it to prove its validity. Thus, hypothesis can be defined as a proposed mechanism of a naturally occurring event or a proposed outcome of an intervention. 1 , 2

Hypothesis testing requires choosing the most appropriate methodology and adequately powering statistically the study to be able to “prove” or “disprove” it within predetermined and widely accepted levels of certainty. This entails sample size calculation that often takes into account previously published observations and pilot studies. 2 , 3 In the era of digitization, hypothesis generation and testing may benefit from the availability of numerous platforms for data dissemination, social networking, and expert validation. Related expert evaluations may reveal strengths and limitations of proposed ideas at early stages of post-publication promotion, preventing the implementation of unsupported controversial points. 4

Thus, hypothesis generation is an important initial step in the research workflow, reflecting accumulating evidence and experts' stance. In this article, we overview the genesis and importance of scientific hypotheses and their relevance in the era of the coronavirus disease 2019 (COVID-19) pandemic.

DO WE NEED HYPOTHESES FOR ALL STUDY DESIGNS?

Broadly, research can be categorized as primary or secondary. In the context of medicine, primary research may include real-life observations of disease presentations and outcomes. Single case descriptions, which often lead to new ideas and hypotheses, serve as important starting points or justifications for case series and cohort studies. The importance of case descriptions is particularly evident in the context of the COVID-19 pandemic when unique, educational case reports have heralded a new era in clinical medicine. 5

Case series serve similar purpose to single case reports, but are based on a slightly larger quantum of information. Observational studies, including online surveys, describe the existing phenomena at a larger scale, often involving various control groups. Observational studies include variable-scale epidemiological investigations at different time points. Interventional studies detail the results of therapeutic interventions.

Secondary research is based on already published literature and does not directly involve human or animal subjects. Review articles are generated by secondary research. These could be systematic reviews which follow methods akin to primary research but with the unit of study being published papers rather than humans or animals. Systematic reviews have a rigid structure with a mandatory search strategy encompassing multiple databases, systematic screening of search results against pre-defined inclusion and exclusion criteria, critical appraisal of study quality and an optional component of collating results across studies quantitatively to derive summary estimates (meta-analysis). 6 Narrative reviews, on the other hand, have a more flexible structure. Systematic literature searches to minimise bias in selection of articles are highly recommended but not mandatory. 7 Narrative reviews are influenced by the authors' viewpoint who may preferentially analyse selected sets of articles. 8

In relation to primary research, case studies and case series are generally not driven by a working hypothesis. Rather, they serve as a basis to generate a hypothesis. Observational or interventional studies should have a hypothesis for choosing research design and sample size. The results of observational and interventional studies further lead to the generation of new hypotheses, testing of which forms the basis of future studies. Review articles, on the other hand, may not be hypothesis-driven, but form fertile ground to generate future hypotheses for evaluation. Fig. 1 summarizes which type of studies are hypothesis-driven and which lead on to hypothesis generation.

STANDARDS OF WORKING AND SCIENTIFIC HYPOTHESES

A review of the published literature did not enable the identification of clearly defined standards for working and scientific hypotheses. It is essential to distinguish influential versus not influential hypotheses, evidence-based hypotheses versus a priori statements and ideas, ethical versus unethical, or potentially harmful ideas. The following points are proposed for consideration while generating working and scientific hypotheses. 1 , 2 Table 1 summarizes these points.

Evidence-based data

A scientific hypothesis should have a sound basis on previously published literature as well as the scientist's observations. Randomly generated (a priori) hypotheses are unlikely to be proven. A thorough literature search should form the basis of a hypothesis based on published evidence. 7

Unless a scientific hypothesis can be tested, it can neither be proven nor be disproven. Therefore, a scientific hypothesis should be amenable to testing with the available technologies and the present understanding of science.

Supported by pilot studies

If a hypothesis is based purely on a novel observation by the scientist in question, it should be grounded on some preliminary studies to support it. For example, if a drug that targets a specific cell population is hypothesized to be useful in a particular disease setting, then there must be some preliminary evidence that the specific cell population plays a role in driving that disease process.

Testable by ethical studies

The hypothesis should be testable by experiments that are ethically acceptable. 9 For example, a hypothesis that parachutes reduce mortality from falls from an airplane cannot be tested using a randomized controlled trial. 10 This is because it is obvious that all those jumping from a flying plane without a parachute would likely die. Similarly, the hypothesis that smoking tobacco causes lung cancer cannot be tested by a clinical trial that makes people take up smoking (since there is considerable evidence for the health hazards associated with smoking). Instead, long-term observational studies comparing outcomes in those who smoke and those who do not, as was performed in the landmark epidemiological case control study by Doll and Hill, 11 are more ethical and practical.

Balance between scientific temper and controversy

Novel findings, including novel hypotheses, particularly those that challenge established norms, are bound to face resistance for their wider acceptance. Such resistance is inevitable until the time such findings are proven with appropriate scientific rigor. However, hypotheses that generate controversy are generally unwelcome. For example, at the time the pandemic of human immunodeficiency virus (HIV) and AIDS was taking foot, there were numerous deniers that refused to believe that HIV caused AIDS. 12 , 13 Similarly, at a time when climate change is causing catastrophic changes to weather patterns worldwide, denial that climate change is occurring and consequent attempts to block climate change are certainly unwelcome. 14 The denialism and misinformation during the COVID-19 pandemic, including unfortunate examples of vaccine hesitancy, are more recent examples of controversial hypotheses not backed by science. 15 , 16 An example of a controversial hypothesis that was a revolutionary scientific breakthrough was the hypothesis put forth by Warren and Marshall that Helicobacter pylori causes peptic ulcers. Initially, the hypothesis that a microorganism could cause gastritis and gastric ulcers faced immense resistance. When the scientists that proposed the hypothesis themselves ingested H. pylori to induce gastritis in themselves, only then could they convince the wider world about their hypothesis. Such was the impact of the hypothesis was that Barry Marshall and Robin Warren were awarded the Nobel Prize in Physiology or Medicine in 2005 for this discovery. 17 , 18

DISTINGUISHING THE MOST INFLUENTIAL HYPOTHESES

Influential hypotheses are those that have stood the test of time. An archetype of an influential hypothesis is that proposed by Edward Jenner in the eighteenth century that cowpox infection protects against smallpox. While this observation had been reported for nearly a century before this time, it had not been suitably tested and publicised until Jenner conducted his experiments on a young boy by demonstrating protection against smallpox after inoculation with cowpox. 19 These experiments were the basis for widespread smallpox immunization strategies worldwide in the 20th century which resulted in the elimination of smallpox as a human disease today. 20

Other influential hypotheses are those which have been read and cited widely. An example of this is the hygiene hypothesis proposing an inverse relationship between infections in early life and allergies or autoimmunity in adulthood. An analysis reported that this hypothesis had been cited more than 3,000 times on Scopus. 1

LESSONS LEARNED FROM HYPOTHESES AMIDST THE COVID-19 PANDEMIC

The COVID-19 pandemic devastated the world like no other in recent memory. During this period, various hypotheses emerged, understandably so considering the public health emergency situation with innumerable deaths and suffering for humanity. Within weeks of the first reports of COVID-19, aberrant immune system activation was identified as a key driver of organ dysfunction and mortality in this disease. 21 Consequently, numerous drugs that suppress the immune system or abrogate the activation of the immune system were hypothesized to have a role in COVID-19. 22 One of the earliest drugs hypothesized to have a benefit was hydroxychloroquine. Hydroxychloroquine was proposed to interfere with Toll-like receptor activation and consequently ameliorate the aberrant immune system activation leading to pathology in COVID-19. 22 The drug was also hypothesized to have a prophylactic role in preventing infection or disease severity in COVID-19. It was also touted as a wonder drug for the disease by many prominent international figures. However, later studies which were well-designed randomized controlled trials failed to demonstrate any benefit of hydroxychloroquine in COVID-19. 23 , 24 , 25 , 26 Subsequently, azithromycin 27 , 28 and ivermectin 29 were hypothesized as potential therapies for COVID-19, but were not supported by evidence from randomized controlled trials. The role of vitamin D in preventing disease severity was also proposed, but has not been proven definitively until now. 30 , 31 On the other hand, randomized controlled trials identified the evidence supporting dexamethasone 32 and interleukin-6 pathway blockade with tocilizumab as effective therapies for COVID-19 in specific situations such as at the onset of hypoxia. 33 , 34 Clues towards the apparent effectiveness of various drugs against severe acute respiratory syndrome coronavirus 2 in vitro but their ineffectiveness in vivo have recently been identified. Many of these drugs are weak, lipophilic bases and some others induce phospholipidosis which results in apparent in vitro effectiveness due to non-specific off-target effects that are not replicated inside living systems. 35 , 36

Another hypothesis proposed was the association of the routine policy of vaccination with Bacillus Calmette-Guerin (BCG) with lower deaths due to COVID-19. This hypothesis emerged in the middle of 2020 when COVID-19 was still taking foot in many parts of the world. 37 , 38 Subsequently, many countries which had lower deaths at that time point went on to have higher numbers of mortality, comparable to other areas of the world. Furthermore, the hypothesis that BCG vaccination reduced COVID-19 mortality was a classic example of ecological fallacy. Associations between population level events (ecological studies; in this case, BCG vaccination and COVID-19 mortality) cannot be directly extrapolated to the individual level. Furthermore, such associations cannot per se be attributed as causal in nature, and can only serve to generate hypotheses that need to be tested at the individual level. 39

IS TRADITIONAL PEER REVIEW EFFICIENT FOR EVALUATION OF WORKING AND SCIENTIFIC HYPOTHESES?

Traditionally, publication after peer review has been considered the gold standard before any new idea finds acceptability amongst the scientific community. Getting a work (including a working or scientific hypothesis) reviewed by experts in the field before experiments are conducted to prove or disprove it helps to refine the idea further as well as improve the experiments planned to test the hypothesis. 40 A route towards this has been the emergence of journals dedicated to publishing hypotheses such as the Central Asian Journal of Medical Hypotheses and Ethics. 41 Another means of publishing hypotheses is through registered research protocols detailing the background, hypothesis, and methodology of a particular study. If such protocols are published after peer review, then the journal commits to publishing the completed study irrespective of whether the study hypothesis is proven or disproven. 42 In the post-pandemic world, online research methods such as online surveys powered via social media channels such as Twitter and Instagram might serve as critical tools to generate as well as to preliminarily test the appropriateness of hypotheses for further evaluation. 43 , 44

Some radical hypotheses might be difficult to publish after traditional peer review. These hypotheses might only be acceptable by the scientific community after they are tested in research studies. Preprints might be a way to disseminate such controversial and ground-breaking hypotheses. 45 However, scientists might prefer to keep their hypotheses confidential for the fear of plagiarism of ideas, avoiding online posting and publishing until they have tested the hypotheses.

SUGGESTIONS ON GENERATING AND PUBLISHING HYPOTHESES

Publication of hypotheses is important, however, a balance is required between scientific temper and controversy. Journal editors and reviewers might keep in mind these specific points, summarized in Table 2 and detailed hereafter, while judging the merit of hypotheses for publication. Keeping in mind the ethical principle of primum non nocere, a hypothesis should be published only if it is testable in a manner that is ethically appropriate. 46 Such hypotheses should be grounded in reality and lend themselves to further testing to either prove or disprove them. It must be considered that subsequent experiments to prove or disprove a hypothesis have an equal chance of failing or succeeding, akin to tossing a coin. A pre-conceived belief that a hypothesis is unlikely to be proven correct should not form the basis of rejection of such a hypothesis for publication. In this context, hypotheses generated after a thorough literature search to identify knowledge gaps or based on concrete clinical observations on a considerable number of patients (as opposed to random observations on a few patients) are more likely to be acceptable for publication by peer-reviewed journals. Also, hypotheses should be considered for publication or rejection based on their implications for science at large rather than whether the subsequent experiments to test them end up with results in favour of or against the original hypothesis.

Hypotheses form an important part of the scientific literature. The COVID-19 pandemic has reiterated the importance and relevance of hypotheses for dealing with public health emergencies and highlighted the need for evidence-based and ethical hypotheses. A good hypothesis is testable in a relevant study design, backed by preliminary evidence, and has positive ethical and clinical implications. General medical journals might consider publishing hypotheses as a specific article type to enable more rapid advancement of science.

Disclosure: The authors have no potential conflicts of interest to disclose.

Author Contributions:

• Data curation: Gasparyan AY, Misra DP, Zimba O, Yessirkepov M, Agarwal V, Kitas GD.

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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.

Prevent plagiarism, run a free check.

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.

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2.4 Developing a Hypothesis

Learning objectives.

• Distinguish between a theory and a hypothesis.
• Discover how theories are used to generate hypotheses and how the results of studies can be used to further inform theories.
• Understand the characteristics of a good hypothesis.

Theories and Hypotheses

Before describing how to develop a hypothesis it is imporant to distinguish betwee a theory and a hypothesis. A  theory  is a coherent explanation or interpretation of one or more phenomena. Although theories can take a variety of forms, one thing they have in common is that they go beyond the phenomena they explain by including variables, structures, processes, functions, or organizing principles that have not been observed directly. Consider, for example, Zajonc’s theory of social facilitation and social inhibition. He proposed that being watched by others while performing a task creates a general state of physiological arousal, which increases the likelihood of the dominant (most likely) response. So for highly practiced tasks, being watched increases the tendency to make correct responses, but for relatively unpracticed tasks, being watched increases the tendency to make incorrect responses. Notice that this theory—which has come to be called drive theory—provides an explanation of both social facilitation and social inhibition that goes beyond the phenomena themselves by including concepts such as “arousal” and “dominant response,” along with processes such as the effect of arousal on the dominant response.

Outside of science, referring to an idea as a theory often implies that it is untested—perhaps no more than a wild guess. In science, however, the term theory has no such implication. A theory is simply an explanation or interpretation of a set of phenomena. It can be untested, but it can also be extensively tested, well supported, and accepted as an accurate description of the world by the scientific community. The theory of evolution by natural selection, for example, is a theory because it is an explanation of the diversity of life on earth—not because it is untested or unsupported by scientific research. On the contrary, the evidence for this theory is overwhelmingly positive and nearly all scientists accept its basic assumptions as accurate. Similarly, the “germ theory” of disease is a theory because it is an explanation of the origin of various diseases, not because there is any doubt that many diseases are caused by microorganisms that infect the body.

A  hypothesis , on the other hand, is a specific prediction about a new phenomenon that should be observed if a particular theory is accurate. It is an explanation that relies on just a few key concepts. Hypotheses are often specific predictions about what will happen in a particular study. They are developed by considering existing evidence and using reasoning to infer what will happen in the specific context of interest. Hypotheses are often but not always derived from theories. So a hypothesis is often a prediction based on a theory but some hypotheses are a-theoretical and only after a set of observations have been made, is a theory developed. This is because theories are broad in nature and they explain larger bodies of data. So if our research question is really original then we may need to collect some data and make some observation before we can develop a broader theory.

Theories and hypotheses always have this  if-then  relationship. “ If   drive theory is correct,  then  cockroaches should run through a straight runway faster, and a branching runway more slowly, when other cockroaches are present.” Although hypotheses are usually expressed as statements, they can always be rephrased as questions. “Do cockroaches run through a straight runway faster when other cockroaches are present?” Thus deriving hypotheses from theories is an excellent way of generating interesting research questions.

But how do researchers derive hypotheses from theories? One way is to generate a research question using the techniques discussed in this chapter  and then ask whether any theory implies an answer to that question. For example, you might wonder whether expressive writing about positive experiences improves health as much as expressive writing about traumatic experiences. Although this  question  is an interesting one  on its own, you might then ask whether the habituation theory—the idea that expressive writing causes people to habituate to negative thoughts and feelings—implies an answer. In this case, it seems clear that if the habituation theory is correct, then expressive writing about positive experiences should not be effective because it would not cause people to habituate to negative thoughts and feelings. A second way to derive hypotheses from theories is to focus on some component of the theory that has not yet been directly observed. For example, a researcher could focus on the process of habituation—perhaps hypothesizing that people should show fewer signs of emotional distress with each new writing session.

Among the very best hypotheses are those that distinguish between competing theories. For example, Norbert Schwarz and his colleagues considered two theories of how people make judgments about themselves, such as how assertive they are (Schwarz et al., 1991) [1] . Both theories held that such judgments are based on relevant examples that people bring to mind. However, one theory was that people base their judgments on the  number  of examples they bring to mind and the other was that people base their judgments on how  easily  they bring those examples to mind. To test these theories, the researchers asked people to recall either six times when they were assertive (which is easy for most people) or 12 times (which is difficult for most people). Then they asked them to judge their own assertiveness. Note that the number-of-examples theory implies that people who recalled 12 examples should judge themselves to be more assertive because they recalled more examples, but the ease-of-examples theory implies that participants who recalled six examples should judge themselves as more assertive because recalling the examples was easier. Thus the two theories made opposite predictions so that only one of the predictions could be confirmed. The surprising result was that participants who recalled fewer examples judged themselves to be more assertive—providing particularly convincing evidence in favor of the ease-of-retrieval theory over the number-of-examples theory.

Theory Testing

The primary way that scientific researchers use theories is sometimes called the hypothetico-deductive method  (although this term is much more likely to be used by philosophers of science than by scientists themselves). A researcher begins with a set of phenomena and either constructs a theory to explain or interpret them or chooses an existing theory to work with. He or she then makes a prediction about some new phenomenon that should be observed if the theory is correct. Again, this prediction is called a hypothesis. The researcher then conducts an empirical study to test the hypothesis. Finally, he or she reevaluates the theory in light of the new results and revises it if necessary. This process is usually conceptualized as a cycle because the researcher can then derive a new hypothesis from the revised theory, conduct a new empirical study to test the hypothesis, and so on. As  Figure 2.2  shows, this approach meshes nicely with the model of scientific research in psychology presented earlier in the textbook—creating a more detailed model of “theoretically motivated” or “theory-driven” research.

Figure 2.2 Hypothetico-Deductive Method Combined With the General Model of Scientific Research in Psychology Together they form a model of theoretically motivated research.

As an example, let us consider Zajonc’s research on social facilitation and inhibition. He started with a somewhat contradictory pattern of results from the research literature. He then constructed his drive theory, according to which being watched by others while performing a task causes physiological arousal, which increases an organism’s tendency to make the dominant response. This theory predicts social facilitation for well-learned tasks and social inhibition for poorly learned tasks. He now had a theory that organized previous results in a meaningful way—but he still needed to test it. He hypothesized that if his theory was correct, he should observe that the presence of others improves performance in a simple laboratory task but inhibits performance in a difficult version of the very same laboratory task. To test this hypothesis, one of the studies he conducted used cockroaches as subjects (Zajonc, Heingartner, & Herman, 1969) [2] . The cockroaches ran either down a straight runway (an easy task for a cockroach) or through a cross-shaped maze (a difficult task for a cockroach) to escape into a dark chamber when a light was shined on them. They did this either while alone or in the presence of other cockroaches in clear plastic “audience boxes.” Zajonc found that cockroaches in the straight runway reached their goal more quickly in the presence of other cockroaches, but cockroaches in the cross-shaped maze reached their goal more slowly when they were in the presence of other cockroaches. Thus he confirmed his hypothesis and provided support for his drive theory. (Zajonc also showed that drive theory existed in humans (Zajonc & Sales, 1966) [3] in many other studies afterward).

Incorporating Theory into Your Research

When you write your research report or plan your presentation, be aware that there are two basic ways that researchers usually include theory. The first is to raise a research question, answer that question by conducting a new study, and then offer one or more theories (usually more) to explain or interpret the results. This format works well for applied research questions and for research questions that existing theories do not address. The second way is to describe one or more existing theories, derive a hypothesis from one of those theories, test the hypothesis in a new study, and finally reevaluate the theory. This format works well when there is an existing theory that addresses the research question—especially if the resulting hypothesis is surprising or conflicts with a hypothesis derived from a different theory.

To use theories in your research will not only give you guidance in coming up with experiment ideas and possible projects, but it lends legitimacy to your work. Psychologists have been interested in a variety of human behaviors and have developed many theories along the way. Using established theories will help you break new ground as a researcher, not limit you from developing your own ideas.

Characteristics of a Good Hypothesis

There are three general characteristics of a good hypothesis. First, a good hypothesis must be testable and falsifiable . We must be able to test the hypothesis using the methods of science and if you’ll recall Popper’s falsifiability criterion, it must be possible to gather evidence that will disconfirm the hypothesis if it is indeed false. Second, a good hypothesis must be  logical. As described above, hypotheses are more than just a random guess. Hypotheses should be informed by previous theories or observations and logical reasoning. Typically, we begin with a broad and general theory and use  deductive reasoning to generate a more specific hypothesis to test based on that theory. Occasionally, however, when there is no theory to inform our hypothesis, we use  inductive reasoning  which involves using specific observations or research findings to form a more general hypothesis. Finally, the hypothesis should be  positive.  That is, the hypothesis should make a positive statement about the existence of a relationship or effect, rather than a statement that a relationship or effect does not exist. As scientists, we don’t set out to show that relationships do not exist or that effects do not occur so our hypotheses should not be worded in a way to suggest that an effect or relationship does not exist. The nature of science is to assume that something does not exist and then seek to find evidence to prove this wrong, to show that really it does exist. That may seem backward to you but that is the nature of the scientific method. The underlying reason for this is beyond the scope of this chapter but it has to do with statistical theory.

Key Takeaways

• A theory is broad in nature and explains larger bodies of data. A hypothesis is more specific and makes a prediction about the outcome of a particular study.
• Working with theories is not “icing on the cake.” It is a basic ingredient of psychological research.
• Like other scientists, psychologists use the hypothetico-deductive method. They construct theories to explain or interpret phenomena (or work with existing theories), derive hypotheses from their theories, test the hypotheses, and then reevaluate the theories in light of the new results.
• Practice: Find a recent empirical research report in a professional journal. Read the introduction and highlight in different colors descriptions of theories and hypotheses.
• Schwarz, N., Bless, H., Strack, F., Klumpp, G., Rittenauer-Schatka, H., & Simons, A. (1991). Ease of retrieval as information: Another look at the availability heuristic.  Journal of Personality and Social Psychology, 61 , 195–202. ↵
• Zajonc, R. B., Heingartner, A., & Herman, E. M. (1969). Social enhancement and impairment of performance in the cockroach.  Journal of Personality and Social Psychology, 13 , 83–92. ↵
• Zajonc, R.B. & Sales, S.M. (1966). Social facilitation of dominant and subordinate responses. Journal of Experimental Social Psychology, 2 , 160-168. ↵

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Research Design 101

Everything You Need To Get Started (With Examples)

By: Derek Jansen (MBA) | Reviewers: Eunice Rautenbach (DTech) & Kerryn Warren (PhD) | April 2023

Navigating the world of research can be daunting, especially if you’re a first-time researcher. One concept you’re bound to run into fairly early in your research journey is that of “ research design ”. Here, we’ll guide you through the basics using practical examples , so that you can approach your research with confidence.

Overview: Research Design 101

What is research design.

• Research design types for quantitative studies
• Video explainer : quantitative research design
• Research design types for qualitative studies
• Video explainer : qualitative research design
• How to choose a research design
• Key takeaways

Research design refers to the overall plan, structure or strategy that guides a research project , from its conception to the final data analysis. A good research design serves as the blueprint for how you, as the researcher, will collect and analyse data while ensuring consistency, reliability and validity throughout your study.

Understanding different types of research designs is essential as helps ensure that your approach is suitable  given your research aims, objectives and questions , as well as the resources you have available to you. Without a clear big-picture view of how you’ll design your research, you run the risk of potentially making misaligned choices in terms of your methodology – especially your sampling , data collection and data analysis decisions.

The problem with defining research design…

One of the reasons students struggle with a clear definition of research design is because the term is used very loosely across the internet, and even within academia.

Some sources claim that the three research design types are qualitative, quantitative and mixed methods , which isn’t quite accurate (these just refer to the type of data that you’ll collect and analyse). Other sources state that research design refers to the sum of all your design choices, suggesting it’s more like a research methodology . Others run off on other less common tangents. No wonder there’s confusion!

In this article, we’ll clear up the confusion. We’ll explain the most common research design types for both qualitative and quantitative research projects, whether that is for a full dissertation or thesis, or a smaller research paper or article.

Research Design: Quantitative Studies

Quantitative research involves collecting and analysing data in a numerical form. Broadly speaking, there are four types of quantitative research designs: descriptive , correlational , experimental , and quasi-experimental . 

Descriptive Research Design

As the name suggests, descriptive research design focuses on describing existing conditions, behaviours, or characteristics by systematically gathering information without manipulating any variables. In other words, there is no intervention on the researcher’s part – only data collection.

For example, if you’re studying smartphone addiction among adolescents in your community, you could deploy a survey to a sample of teens asking them to rate their agreement with certain statements that relate to smartphone addiction. The collected data would then provide insight regarding how widespread the issue may be – in other words, it would describe the situation.

The key defining attribute of this type of research design is that it purely describes the situation . In other words, descriptive research design does not explore potential relationships between different variables or the causes that may underlie those relationships. Therefore, descriptive research is useful for generating insight into a research problem by describing its characteristics . By doing so, it can provide valuable insights and is often used as a precursor to other research design types.

Correlational Research Design

Correlational design is a popular choice for researchers aiming to identify and measure the relationship between two or more variables without manipulating them . In other words, this type of research design is useful when you want to know whether a change in one thing tends to be accompanied by a change in another thing.

For example, if you wanted to explore the relationship between exercise frequency and overall health, you could use a correlational design to help you achieve this. In this case, you might gather data on participants’ exercise habits, as well as records of their health indicators like blood pressure, heart rate, or body mass index. Thereafter, you’d use a statistical test to assess whether there’s a relationship between the two variables (exercise frequency and health).

As you can see, correlational research design is useful when you want to explore potential relationships between variables that cannot be manipulated or controlled for ethical, practical, or logistical reasons. It is particularly helpful in terms of developing predictions , and given that it doesn’t involve the manipulation of variables, it can be implemented at a large scale more easily than experimental designs (which will look at next).

That said, it’s important to keep in mind that correlational research design has limitations – most notably that it cannot be used to establish causality . In other words, correlation does not equal causation . To establish causality, you’ll need to move into the realm of experimental design, coming up next…

Need a helping hand?

Experimental Research Design

Experimental research design is used to determine if there is a causal relationship between two or more variables . With this type of research design, you, as the researcher, manipulate one variable (the independent variable) while controlling others (dependent variables). Doing so allows you to observe the effect of the former on the latter and draw conclusions about potential causality.

For example, if you wanted to measure if/how different types of fertiliser affect plant growth, you could set up several groups of plants, with each group receiving a different type of fertiliser, as well as one with no fertiliser at all. You could then measure how much each plant group grew (on average) over time and compare the results from the different groups to see which fertiliser was most effective.

Overall, experimental research design provides researchers with a powerful way to identify and measure causal relationships (and the direction of causality) between variables. However, developing a rigorous experimental design can be challenging as it’s not always easy to control all the variables in a study. This often results in smaller sample sizes , which can reduce the statistical power and generalisability of the results.

Moreover, experimental research design requires random assignment . This means that the researcher needs to assign participants to different groups or conditions in a way that each participant has an equal chance of being assigned to any group (note that this is not the same as random sampling ). Doing so helps reduce the potential for bias and confounding variables . This need for random assignment can lead to ethics-related issues . For example, withholding a potentially beneficial medical treatment from a control group may be considered unethical in certain situations.

Quasi-Experimental Research Design

Quasi-experimental research design is used when the research aims involve identifying causal relations , but one cannot (or doesn’t want to) randomly assign participants to different groups (for practical or ethical reasons). Instead, with a quasi-experimental research design, the researcher relies on existing groups or pre-existing conditions to form groups for comparison.

For example, if you were studying the effects of a new teaching method on student achievement in a particular school district, you may be unable to randomly assign students to either group and instead have to choose classes or schools that already use different teaching methods. This way, you still achieve separate groups, without having to assign participants to specific groups yourself.

Naturally, quasi-experimental research designs have limitations when compared to experimental designs. Given that participant assignment is not random, it’s more difficult to confidently establish causality between variables, and, as a researcher, you have less control over other variables that may impact findings.

All that said, quasi-experimental designs can still be valuable in research contexts where random assignment is not possible and can often be undertaken on a much larger scale than experimental research, thus increasing the statistical power of the results. What’s important is that you, as the researcher, understand the limitations of the design and conduct your quasi-experiment as rigorously as possible, paying careful attention to any potential confounding variables .

Research Design: Qualitative Studies

There are many different research design types when it comes to qualitative studies, but here we’ll narrow our focus to explore the “Big 4”. Specifically, we’ll look at phenomenological design, grounded theory design, ethnographic design, and case study design.

Phenomenological Research Design

Phenomenological design involves exploring the meaning of lived experiences and how they are perceived by individuals. This type of research design seeks to understand people’s perspectives , emotions, and behaviours in specific situations. Here, the aim for researchers is to uncover the essence of human experience without making any assumptions or imposing preconceived ideas on their subjects.

For example, you could adopt a phenomenological design to study why cancer survivors have such varied perceptions of their lives after overcoming their disease. This could be achieved by interviewing survivors and then analysing the data using a qualitative analysis method such as thematic analysis to identify commonalities and differences.

Phenomenological research design typically involves in-depth interviews or open-ended questionnaires to collect rich, detailed data about participants’ subjective experiences. This richness is one of the key strengths of phenomenological research design but, naturally, it also has limitations. These include potential biases in data collection and interpretation and the lack of generalisability of findings to broader populations.

Grounded Theory Research Design

Grounded theory (also referred to as “GT”) aims to develop theories by continuously and iteratively analysing and comparing data collected from a relatively large number of participants in a study. It takes an inductive (bottom-up) approach, with a focus on letting the data “speak for itself”, without being influenced by preexisting theories or the researcher’s preconceptions.

As an example, let’s assume your research aims involved understanding how people cope with chronic pain from a specific medical condition, with a view to developing a theory around this. In this case, grounded theory design would allow you to explore this concept thoroughly without preconceptions about what coping mechanisms might exist. You may find that some patients prefer cognitive-behavioural therapy (CBT) while others prefer to rely on herbal remedies. Based on multiple, iterative rounds of analysis, you could then develop a theory in this regard, derived directly from the data (as opposed to other preexisting theories and models).

Grounded theory typically involves collecting data through interviews or observations and then analysing it to identify patterns and themes that emerge from the data. These emerging ideas are then validated by collecting more data until a saturation point is reached (i.e., no new information can be squeezed from the data). From that base, a theory can then be developed .

As you can see, grounded theory is ideally suited to studies where the research aims involve theory generation , especially in under-researched areas. Keep in mind though that this type of research design can be quite time-intensive , given the need for multiple rounds of data collection and analysis.

Ethnographic Research Design

Ethnographic design involves observing and studying a culture-sharing group of people in their natural setting to gain insight into their behaviours, beliefs, and values. The focus here is on observing participants in their natural environment (as opposed to a controlled environment). This typically involves the researcher spending an extended period of time with the participants in their environment, carefully observing and taking field notes .

All of this is not to say that ethnographic research design relies purely on observation. On the contrary, this design typically also involves in-depth interviews to explore participants’ views, beliefs, etc. However, unobtrusive observation is a core component of the ethnographic approach.

As an example, an ethnographer may study how different communities celebrate traditional festivals or how individuals from different generations interact with technology differently. This may involve a lengthy period of observation, combined with in-depth interviews to further explore specific areas of interest that emerge as a result of the observations that the researcher has made.

As you can probably imagine, ethnographic research design has the ability to provide rich, contextually embedded insights into the socio-cultural dynamics of human behaviour within a natural, uncontrived setting. Naturally, however, it does come with its own set of challenges, including researcher bias (since the researcher can become quite immersed in the group), participant confidentiality and, predictably, ethical complexities . All of these need to be carefully managed if you choose to adopt this type of research design.

Case Study Design

With case study research design, you, as the researcher, investigate a single individual (or a single group of individuals) to gain an in-depth understanding of their experiences, behaviours or outcomes. Unlike other research designs that are aimed at larger sample sizes, case studies offer a deep dive into the specific circumstances surrounding a person, group of people, event or phenomenon, generally within a bounded setting or context .

As an example, a case study design could be used to explore the factors influencing the success of a specific small business. This would involve diving deeply into the organisation to explore and understand what makes it tick – from marketing to HR to finance. In terms of data collection, this could include interviews with staff and management, review of policy documents and financial statements, surveying customers, etc.

While the above example is focused squarely on one organisation, it’s worth noting that case study research designs can have different variation s, including single-case, multiple-case and longitudinal designs. As you can see in the example, a single-case design involves intensely examining a single entity to understand its unique characteristics and complexities. Conversely, in a multiple-case design , multiple cases are compared and contrasted to identify patterns and commonalities. Lastly, in a longitudinal case design , a single case or multiple cases are studied over an extended period of time to understand how factors develop over time.

As you can see, a case study research design is particularly useful where a deep and contextualised understanding of a specific phenomenon or issue is desired. However, this strength is also its weakness. In other words, you can’t generalise the findings from a case study to the broader population. So, keep this in mind if you’re considering going the case study route.

How To Choose A Research Design

Having worked through all of these potential research designs, you’d be forgiven for feeling a little overwhelmed and wondering, “ But how do I decide which research design to use? ”. While we could write an entire post covering that alone, here are a few factors to consider that will help you choose a suitable research design for your study.

Data type: The first determining factor is naturally the type of data you plan to be collecting – i.e., qualitative or quantitative. This may sound obvious, but we have to be clear about this – don’t try to use a quantitative research design on qualitative data (or vice versa)!

Research aim(s) and question(s): As with all methodological decisions, your research aim and research questions will heavily influence your research design. For example, if your research aims involve developing a theory from qualitative data, grounded theory would be a strong option. Similarly, if your research aims involve identifying and measuring relationships between variables, one of the experimental designs would likely be a better option.

Time: It’s essential that you consider any time constraints you have, as this will impact the type of research design you can choose. For example, if you’ve only got a month to complete your project, a lengthy design such as ethnography wouldn’t be a good fit.

Resources: Take into account the resources realistically available to you, as these need to factor into your research design choice. For example, if you require highly specialised lab equipment to execute an experimental design, you need to be sure that you’ll have access to that before you make a decision.

Keep in mind that when it comes to research, it’s important to manage your risks and play as conservatively as possible. If your entire project relies on you achieving a huge sample, having access to niche equipment or holding interviews with very difficult-to-reach participants, you’re creating risks that could kill your project. So, be sure to think through your choices carefully and make sure that you have backup plans for any existential risks. Remember that a relatively simple methodology executed well generally will typically earn better marks than a highly-complex methodology executed poorly.

Recap: Key Takeaways

We’ve covered a lot of ground here. Let’s recap by looking at the key takeaways:

• Research design refers to the overall plan, structure or strategy that guides a research project, from its conception to the final analysis of data.
• Research designs for quantitative studies include descriptive , correlational , experimental and quasi-experimenta l designs.
• Research designs for qualitative studies include phenomenological , grounded theory , ethnographic and case study designs.
• When choosing a research design, you need to consider a variety of factors, including the type of data you’ll be working with, your research aims and questions, your time and the resources available to you.

If you need a helping hand with your research design (or any other aspect of your research), check out our private coaching services .

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13 Comments

Is there any blog article explaining more on Case study research design? Is there a Case study write-up template? Thank you.

Thanks this was quite valuable to clarify such an important concept.

Thanks for this simplified explanations. it is quite very helpful.

This was really helpful. thanks

Thank you for your explanation. I think case study research design and the use of secondary data in researches needs to be talked about more in your videos and articles because there a lot of case studies research design tailored projects out there.

Please is there any template for a case study research design whose data type is a secondary data on your repository?

This post is very clear, comprehensive and has been very helpful to me. It has cleared the confusion I had in regard to research design and methodology.

This post is helpful, easy to understand, and deconstructs what a research design is. Thanks

This post is really helpful.

how to cite this page

Thank you very much for the post. It is wonderful and has cleared many worries in my mind regarding research designs. I really appreciate .

how can I put this blog as my reference(APA style) in bibliography part?

This post has been very useful to me. Confusing areas have been cleared

This is very helpful and very useful!

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What is Research Design? Understand Types of Research Design, with Examples

Have you been wondering “ what is research design ?” or “what are some research design examples ?” Are you unsure about the research design elements or which of the different types of research design best suit your study? Don’t worry! In this article, we’ve got you covered!   

Table of Contents

What is research design?  

Have you been wondering “ what is research design ?” or “what are some research design examples ?” Don’t worry! In this article, we’ve got you covered!  

A research design is the plan or framework used to conduct a research study. It involves outlining the overall approach and methods that will be used to collect and analyze data in order to answer research questions or test hypotheses. A well-designed research study should have a clear and well-defined research question, a detailed plan for collecting data, and a method for analyzing and interpreting the results. A well-thought-out research design addresses all these features.  

Research design elements  

Research design elements include the following:  

• Clear purpose: The research question or hypothesis must be clearly defined and focused.  
• Sampling: This includes decisions about sample size, sampling method, and criteria for inclusion or exclusion. The approach varies for different research design types .  
• Data collection: This research design element involves the process of gathering data or information from the study participants or sources. It includes decisions about what data to collect, how to collect it, and the tools or instruments that will be used.  
• Data analysis: All research design types require analysis and interpretation of the data collected. This research design element includes decisions about the statistical tests or methods that will be used to analyze the data, as well as any potential confounding variables or biases that may need to be addressed.  
• Type of research methodology: This includes decisions about the overall approach for the study.  
• Time frame: An important research design element is the time frame, which includes decisions about the duration of the study, the timeline for data collection and analysis, and follow-up periods.  
• Ethical considerations: The research design must include decisions about ethical considerations such as informed consent, confidentiality, and participant protection.  
• Resources: A good research design takes into account decisions about the budget, staffing, and other resources needed to carry out the study.  

The elements of research design should be carefully planned and executed to ensure the validity and reliability of the study findings. Let’s go deeper into the concepts of research design .    

Characteristics of research design  

Some basic characteristics of research design are common to different research design types . These characteristics of research design are as follows:  

• Neutrality : Right from the study assumptions to setting up the study, a neutral stance must be maintained, free of pre-conceived notions. The researcher’s expectations or beliefs should not color the findings or interpretation of the findings. Accordingly, a good research design should address potential sources of bias and confounding factors to be able to yield unbiased and neutral results.   
•   Reliability : Reliability is one of the characteristics of research design that refers to consistency in measurement over repeated measures and fewer random errors. A reliable research design must allow for results to be consistent, with few errors due to chance.   
•   Validity : Validity refers to the minimization of nonrandom (systematic) errors. A good research design must employ measurement tools that ensure validity of the results.  
•   Generalizability: The outcome of the research design should be applicable to a larger population and not just a small sample . A generalized method means the study can be conducted on any part of a population with similar accuracy.   
•   Flexibility: A research design should allow for changes to be made to the research plan as needed, based on the data collected and the outcomes of the study  

A well-planned research design is critical for conducting a scientifically rigorous study that will generate neutral, reliable, valid, and generalizable results. At the same time, it should allow some level of flexibility.  

Different types of research design  

A research design is essential to systematically investigate, understand, and interpret phenomena of interest. Let’s look at different types of research design and research design examples .  

Broadly, research design types can be divided into qualitative and quantitative research.  

Qualitative research is subjective and exploratory. It determines relationships between collected data and observations. It is usually carried out through interviews with open-ended questions, observations that are described in words, etc.  

Quantitative research is objective and employs statistical approaches. It establishes the cause-and-effect relationship among variables using different statistical and computational methods. This type of research is usually done using surveys and experiments.  

Qualitative research vs. Quantitative research  

Qualitative research design types and qualitative research design examples  

The following will familiarize you with the research design categories in qualitative research:  

• Grounded theory: This design is used to investigate research questions that have not previously been studied in depth. Also referred to as exploratory design , it creates sequential guidelines, offers strategies for inquiry, and makes data collection and analysis more efficient in qualitative research.   

Example: A researcher wants to study how people adopt a certain app. The researcher collects data through interviews and then analyzes the data to look for patterns. These patterns are used to develop a theory about how people adopt that app.  

•   Thematic analysis: This design is used to compare the data collected in past research to find similar themes in qualitative research.  

Example: A researcher examines an interview transcript to identify common themes, say, topics or patterns emerging repeatedly.  

• Discourse analysis : This research design deals with language or social contexts used in data gathering in qualitative research.   

Example: Identifying ideological frameworks and viewpoints of writers of a series of policies.  

Quantitative research design types and quantitative research design examples  

Note the following research design categories in quantitative research:  

• Descriptive research design : This quantitative research design is applied where the aim is to identify characteristics, frequencies, trends, and categories. It may not often begin with a hypothesis. The basis of this research type is a description of an identified variable. This research design type describes the “what,” “when,” “where,” or “how” of phenomena (but not the “why”).   

Example: A study on the different income levels of people who use nutritional supplements regularly.  

• Correlational research design : Correlation reflects the strength and/or direction of the relationship among variables. The direction of a correlation can be positive or negative. Correlational research design helps researchers establish a relationship between two variables without the researcher controlling any of them.  

Example : An example of correlational research design could be studying the correlation between time spent watching crime shows and aggressive behavior in teenagers.  

•   Diagnostic research design : In diagnostic design, the researcher aims to understand the underlying cause of a specific topic or phenomenon (usually an area of improvement) and find the most effective solution. In simpler terms, a researcher seeks an accurate “diagnosis” of a problem and identifies a solution.  

Example : A researcher analyzing customer feedback and reviews to identify areas where an app can be improved.    

• Explanatory research design : In explanatory research design , a researcher uses their ideas and thoughts on a topic to explore their theories in more depth. This design is used to explore a phenomenon when limited information is available. It can help increase current understanding of unexplored aspects of a subject. It is thus a kind of “starting point” for future research.  

Example : Formulating hypotheses to guide future studies on delaying school start times for better mental health in teenagers.  

•   Causal research design : This can be considered a type of explanatory research. Causal research design seeks to define a cause and effect in its data. The researcher does not use a randomly chosen control group but naturally or pre-existing groupings. Importantly, the researcher does not manipulate the independent variable.   

Example : Comparing school dropout levels and possible bullying events.  

•   Experimental research design : This research design is used to study causal relationships . One or more independent variables are manipulated, and their effect on one or more dependent variables is measured.  

Example: Determining the efficacy of a new vaccine plan for influenza.  

Benefits of research design  

 T here are numerous benefits of research design . These are as follows:  

• Clear direction: Among the benefits of research design , the main one is providing direction to the research and guiding the choice of clear objectives, which help the researcher to focus on the specific research questions or hypotheses they want to investigate.  
• Control: Through a proper research design , researchers can control variables, identify potential confounding factors, and use randomization to minimize bias and increase the reliability of their findings.
• Replication: Research designs provide the opportunity for replication. This helps to confirm the findings of a study and ensures that the results are not due to chance or other factors. Thus, a well-chosen research design also eliminates bias and errors.  
• Validity: A research design ensures the validity of the research, i.e., whether the results truly reflect the phenomenon being investigated.  
• Reliability: Benefits of research design also include reducing inaccuracies and ensuring the reliability of the research (i.e., consistency of the research results over time, across different samples, and under different conditions).  
• Efficiency: A strong research design helps increase the efficiency of the research process. Researchers can use a variety of designs to investigate their research questions, choose the most appropriate research design for their study, and use statistical analysis to make the most of their data. By effectively describing the data necessary for an adequate test of the hypotheses and explaining how such data will be obtained, research design saves a researcher’s time.   

Overall, an appropriately chosen and executed research design helps researchers to conduct high-quality research, draw meaningful conclusions, and contribute to the advancement of knowledge in their field.

Frequently Asked Questions (FAQ) on Research Design

Q: What are th e main types of research design?

Broadly speaking there are two basic types of research design –

qualitative and quantitative research. Qualitative research is subjective and exploratory; it determines relationships between collected data and observations. It is usually carried out through interviews with open-ended questions, observations that are described in words, etc. Quantitative research , on the other hand, is more objective and employs statistical approaches. It establishes the cause-and-effect relationship among variables using different statistical and computational methods. This type of research design is usually done using surveys and experiments.

Q: How do I choose the appropriate research design for my study?

Choosing the appropriate research design for your study requires careful consideration of various factors. Start by clarifying your research objectives and the type of data you need to collect. Determine whether your study is exploratory, descriptive, or experimental in nature. Consider the availability of resources, time constraints, and the feasibility of implementing the different research designs. Review existing literature to identify similar studies and their research designs, which can serve as a guide. Ultimately, the chosen research design should align with your research questions, provide the necessary data to answer them, and be feasible given your own specific requirements/constraints.

Q: Can research design be modified during the course of a study?

Yes, research design can be modified during the course of a study based on emerging insights, practical constraints, or unforeseen circumstances. Research is an iterative process and, as new data is collected and analyzed, it may become necessary to adjust or refine the research design. However, any modifications should be made judiciously and with careful consideration of their impact on the study’s integrity and validity. It is advisable to document any changes made to the research design, along with a clear rationale for the modifications, in order to maintain transparency and allow for proper interpretation of the results.

Q: How can I ensure the validity and reliability of my research design?

Validity refers to the accuracy and meaningfulness of your study’s findings, while reliability relates to the consistency and stability of the measurements or observations. To enhance validity, carefully define your research variables, use established measurement scales or protocols, and collect data through appropriate methods. Consider conducting a pilot study to identify and address any potential issues before full implementation. To enhance reliability, use standardized procedures, conduct inter-rater or test-retest reliability checks, and employ appropriate statistical techniques for data analysis. It is also essential to document and report your methodology clearly, allowing for replication and scrutiny by other researchers.

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Research Questions vs Hypothesis: What’s The Difference?

by  Antony W

August 1, 2024

You’ll need to come up with a research question or a hypothesis to guide your next research project. But what is a hypothesis in the first place? What is the perfect definition for a research question? And, what’s the difference between the two?

In this guide to research questions vs hypothesis, we’ll look at the definition of each component and the difference between the two.

We’ll also look at when a research question and a hypothesis may be useful and provide you with some tips that you can use to come up with hypothesis and research questions that will suit your research topic . 

Let’s get to it.

What’s a Research Question?

We define a research question as the exact question you want to answer on a given topic or research project. Good research questions should be clear and easy to understand, allow for the collection of necessary data, and be specific and relevant to your field of study.

Research questions are part of heuristic research methods, where researchers use personal experiences and observations to understand a research subject. By using such approaches to explore the question, you should be able to provide an analytical justification of why and how you should respond to the question. 

While it’s common for researchers to focus on one question at a time, more complex topics may require two or more questions to cover in-depth.

When is a Research Question Useful? 

A research question may be useful when and if: 

• There isn’t enough previous research on the topic
• You want to report a wider range out of outcome when doing your research project
• You want to conduct a more open ended inquiries 

Perhaps the biggest drawback with research questions is that they tend to researchers in a position to “fish expectations” or excessively manipulate their findings.

Again, research questions sometimes tend to be less specific, and the reason is that there often no sufficient previous research on the questions.

What’s a Hypothesis? 

A hypothesis is a statement you can approve or disapprove. You develop a hypothesis from a research question by changing the question into a statement.

Primarily applied in deductive research, it involves the use of scientific, mathematical, and sociological findings to agree to or write off an assumption.

Researchers use the null approach for statements they can disapprove. They take a hypothesis and add a “not” to it to make it a working null hypothesis.

A null hypothesis is quite common in scientific methods. In this case, you have to formulate a hypothesis, and then conduct an investigation to disapprove the statement.

If you can disapprove the statement, you develop another hypothesis and then repeat the process until you can’t disapprove the statement.

In other words, if a hypothesis is true, then it must have been repeatedly tested and verified.

The consensus among researchers is that, like research questions, a hypothesis should not only be clear and easy to understand but also have a definite focus, answerable, and relevant to your field of study. 

When is a Hypothesis Useful?

A hypothesis may be useful when or if:

• There’s enough previous research on the topic
• You want to test a specific model or a particular theory
• You anticipate a likely outcome in advance 

The drawback to hypothesis as a scientific method is that it can hinder flexibility, or possibly blind a researcher not to see unanticipated results.

Research Question vs Hypothesis: Which One Should Come First 

Researchers use scientific methods to hone on different theories. So if the purpose of the research project were to analyze a concept, a scientific method would be necessary.

Such a case requires coming up with a research question first, followed by a scientific method.

Since a hypothesis is part of a research method, it will come after the research question.

Research Question vs Hypothesis: What’s the Difference? 

The following are the differences between a research question and a hypothesis.

We look at the differences in purpose and structure, writing, as well as conclusion. 

Research Questions vs Hypothesis: Some Useful Advice 

As much as there are differences between hypothesis and research questions, you have to state either one in the introduction and then repeat the same in the conclusion of your research paper.

Whichever element you opt to use, you should clearly demonstrate that you understand your topic, have achieved the goal of your research project, and not swayed a bit in your research process.

If it helps, start and conclude every chapter of your research project by providing additional information on how you’ve or will address the hypothesis or research question.

You should also include the aims and objectives of coming up with the research question or formulating the hypothesis. Doing so will go a long way to demonstrate that you have a strong focus on the research issue at hand. 

Research Questions vs Hypothesis: Conclusion 

If you need help with coming up with research questions, formulating a hypothesis, and completing your research paper writing , feel free to talk to us. 

About the author 

Antony W is a professional writer and coach at Help for Assessment. He spends countless hours every day researching and writing great content filled with expert advice on how to write engaging essays, research papers, and assignments.

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Hypothesis Testing | A Step-by-Step Guide with Easy Examples

Published on November 8, 2019 by Rebecca Bevans . Revised on June 22, 2023.

Hypothesis testing is a formal procedure for investigating our ideas about the world using statistics . It is most often used by scientists to test specific predictions, called hypotheses, that arise from theories.

There are 5 main steps in hypothesis testing:

• State your research hypothesis as a null hypothesis and alternate hypothesis (H o ) and (H a  or H 1 ).
• Collect data in a way designed to test the hypothesis.
• Perform an appropriate statistical test .
• Decide whether to reject or fail to reject your null hypothesis.
• Present the findings in your results and discussion section.

Though the specific details might vary, the procedure you will use when testing a hypothesis will always follow some version of these steps.

Table of contents

Step 1: state your null and alternate hypothesis, step 2: collect data, step 3: perform a statistical test, step 4: decide whether to reject or fail to reject your null hypothesis, step 5: present your findings, other interesting articles, frequently asked questions about hypothesis testing.

After developing your initial research hypothesis (the prediction that you want to investigate), it is important to restate it as a null (H o ) and alternate (H a ) hypothesis so that you can test it mathematically.

The alternate hypothesis is usually your initial hypothesis that predicts a relationship between variables. The null hypothesis is a prediction of no relationship between the variables you are interested in.

• H 0 : Men are, on average, not taller than women. H a : Men are, on average, taller than women.

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For a statistical test to be valid , it is important to perform sampling and collect data in a way that is designed to test your hypothesis. If your data are not representative, then you cannot make statistical inferences about the population you are interested in.

There are a variety of statistical tests available, but they are all based on the comparison of within-group variance (how spread out the data is within a category) versus between-group variance (how different the categories are from one another).

If the between-group variance is large enough that there is little or no overlap between groups, then your statistical test will reflect that by showing a low p -value . This means it is unlikely that the differences between these groups came about by chance.

Alternatively, if there is high within-group variance and low between-group variance, then your statistical test will reflect that with a high p -value. This means it is likely that any difference you measure between groups is due to chance.

Your choice of statistical test will be based on the type of variables and the level of measurement of your collected data .

• an estimate of the difference in average height between the two groups.
• a p -value showing how likely you are to see this difference if the null hypothesis of no difference is true.

Based on the outcome of your statistical test, you will have to decide whether to reject or fail to reject your null hypothesis.

In most cases you will use the p -value generated by your statistical test to guide your decision. And in most cases, your predetermined level of significance for rejecting the null hypothesis will be 0.05 – that is, when there is a less than 5% chance that you would see these results if the null hypothesis were true.

In some cases, researchers choose a more conservative level of significance, such as 0.01 (1%). This minimizes the risk of incorrectly rejecting the null hypothesis ( Type I error ).

The results of hypothesis testing will be presented in the results and discussion sections of your research paper , dissertation or thesis .

In the results section you should give a brief summary of the data and a summary of the results of your statistical test (for example, the estimated difference between group means and associated p -value). In the discussion , you can discuss whether your initial hypothesis was supported by your results or not.

In the formal language of hypothesis testing, we talk about rejecting or failing to reject the null hypothesis. You will probably be asked to do this in your statistics assignments.

However, when presenting research results in academic papers we rarely talk this way. Instead, we go back to our alternate hypothesis (in this case, the hypothesis that men are on average taller than women) and state whether the result of our test did or did not support the alternate hypothesis.

If your null hypothesis was rejected, this result is interpreted as “supported the alternate hypothesis.”

These are superficial differences; you can see that they mean the same thing.

You might notice that we don’t say that we reject or fail to reject the alternate hypothesis . This is because hypothesis testing is not designed to prove or disprove anything. It is only designed to test whether a pattern we measure could have arisen spuriously, or by chance.

If we reject the null hypothesis based on our research (i.e., we find that it is unlikely that the pattern arose by chance), then we can say our test lends support to our hypothesis . But if the pattern does not pass our decision rule, meaning that it could have arisen by chance, then we say the test is inconsistent with our hypothesis .

If you want to know more about statistics , methodology , or research bias , make sure to check out some of our other articles with explanations and examples.

• Normal distribution
• Descriptive statistics
• Measures of central tendency
• Correlation coefficient

Methodology

• Cluster sampling
• Stratified sampling
• Types of interviews
• Cohort study
• Thematic analysis

Research bias

• Implicit bias
• Cognitive bias
• Survivorship bias
• Availability heuristic
• Nonresponse bias
• Regression to the mean

Hypothesis testing is a formal procedure for investigating our ideas about the world using statistics. It is used by scientists to test specific predictions, called hypotheses , by calculating how likely it is that a pattern or relationship between variables could have arisen by chance.

A hypothesis states your predictions about what your research will find. It is a tentative answer to your research question that has not yet been tested. For some research projects, you might have to write several hypotheses that address different aspects of your research question.

A hypothesis is not just a guess — it should be based on existing theories and knowledge. It also has to be testable, which means you can support or refute it through scientific research methods (such as experiments, observations and statistical analysis of data).

Null and alternative hypotheses are used in statistical hypothesis testing . The null hypothesis of a test always predicts no effect or no relationship between variables, while the alternative hypothesis states your research prediction of an effect or relationship.

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Home » Research Question Vs Hypothesis

Research Question Vs Hypothesis

Table of Contents

Research questions and hypotheses are both important elements of a research study, but they serve different purposes.

Research Question

A Research Question is a clear, concise, and specific question that a researcher asks to guide their study. Research questions are used to define the scope of the research project and to guide the collection and analysis of data. Research questions are often used in exploratory or descriptive studies, and they are open-ended in nature. Research questions should be answerable through data collection and analysis and should be linked to the research objectives or goals of the study.

A Hypothesis is a statement that predicts the relationship between two or more variables in a research study. Hypotheses are used in studies that aim to test cause-and-effect relationships between variables. A hypothesis is a tentative explanation for an observed phenomenon, and it is often derived from existing theory or previous research. Hypotheses are typically expressed as an “if-then” statement, where the “if” part refers to the independent variable, and the “then” part refers to the dependent variable. Hypotheses can be either directional (predicting the direction of the relationship between variables) or non-directional (predicting the presence of a relationship without specifying its direction).

Difference Between Research Question and Hypothesis

Here are some key differences between research questions and hypotheses:

Both Research Questions and Hypotheses are essential elements of a research study, but they serve different purposes. Research questions guide the study and help researchers define its scope, while hypotheses are used to test specific cause-and-effect relationships between variables. The choice of which to use depends on the nature of the research question, the study design, and the research objectives.

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Researcher, Academic Writer, Web developer

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6 Week 5 Introduction to Hypothesis Testing Reading

An introduction to hypothesis testing.

What are you interested in learning about? Perhaps you’d like to know if there is a difference in average final grade between two different versions of a college class? Does the Fort Lewis women’s soccer team score more goals than the national Division II women’s average? Which outdoor sport do Fort Lewis students prefer the most?  Do the pine trees on campus differ in mean height from the aspen trees? For all of these questions, we can collect a sample, analyze the data, then make a statistical inference based on the analysis.  This means determining whether we have enough evidence to reject our null hypothesis (what was originally assumed to be true, until we prove otherwise). The process is called hypothesis testing .

A really good Khan Academy video to introduce the hypothesis test process: Khan Academy Hypothesis Testing . As you watch, please don’t get caught up in the calculations, as we will use SPSS to do these calculations.  We will also use SPSS p-values, instead of the referenced Z-table, to make statistical decisions.

The Six-Step Process

Hypothesis testing requires very specific, detailed steps.  Think of it as a mathematical lab report where you have to write out your work in a particular way.  There are six steps that we will follow for ALL of the hypothesis tests that we learn this semester.

1. Research Question

All hypothesis tests start with a research question.  This is literally a question that includes what you are trying to prove, like the examples earlier:  Which outdoor sport do Fort Lewis students prefer the most? Is there sufficient evidence to show that the Fort Lewis women’s soccer team scores more goals than the national Division 2 women’s average?

In this step, besides literally being a question, you’ll want to include:

• mention of your variable(s)
• wording specific to the type of test that you’ll be conducting (mean, mean difference, relationship, pattern)
• specific wording that indicates directionality (are you looking for a ‘difference’, are you looking for something to be ‘more than’ or ‘less than’ something else, or are you comparing one pattern to another?)

Consider this research question: Do the pine trees on campus differ in mean height from the aspen trees?

• The wording of this research question clearly mentions the variables being studied. The independent variable is the type of tree (pine or aspen), and these trees are having their heights compared, so the dependent variable is height.
• ‘Mean’ is mentioned, so this indicates a test with a quantitative dependent variable.
• The question also asks if the tree heights ‘differ’. This specific word indicates that the test being performed is a two-tailed (i.e. non-directional) test. More about the meaning of one/two-tailed will come later.

2. Statistical Hypotheses

A statistical hypothesis test has a null hypothesis, the status quo, what we assume to be true.  Notation is H 0, read as “H naught”.  The alternative hypothesis is what you are trying to prove (mentioned in your research question), H 1 or H A .  All hypothesis tests must include a null and an alternative hypothesis.  We also note which hypothesis test is being done in this step.

The notation for your statistical hypotheses will vary depending on the type of test that you’re doing. Writing statistical hypotheses is NOT the same as most scientific hypotheses. You are not writing sentences explaining what you think will happen in the study. Here is an example of what statistical hypotheses look like using the research question: Do the pine trees on campus differ in mean height from the aspen trees?

3. Decision Rule

In this step, you state which alpha value you will use, and when appropriate, the directionality, or tail, of the test.  You also write a statement: “I will reject the null hypothesis if p < alpha” (insert actual alpha value here).  In this introductory class, alpha is the level of significance, how willing we are to make the wrong statistical decision, and it will be set to 0.05 or 0.01.

Example of a Decision Rule:

Let alpha=0.01, two-tailed. I will reject the null hypothesis if p<0.01.

4. Assumptions, Analysis and Calculations

Quite a bit goes on in this step.  Assumptions for the particular hypothesis test must be done.  SPSS will be used to create appropriate graphs, and test output tables. Where appropriate, calculations of the test’s effect size will also be done in this step.

All hypothesis tests have assumptions that we hope to meet. For example, tests with a quantitative dependent variable consider a histogram(s) to check if the distribution is normal, and whether there are any obvious outliers. Each hypothesis test has different assumptions, so it is important to pay attention to the specific test’s requirements.

Required SPSS output will also depend on the test.

5. Statistical Decision

It is in Step 5 that we determine if we have enough statistical evidence to reject our null hypothesis.  We will consult the SPSS p-value and compare to our chosen alpha (from Step 3: Decision Rule).

Put very simply, the p -value is the probability that, if the null hypothesis is true, the results from another randomly selected sample will be as extreme or more extreme as the results obtained from the given sample. The p -value can also be thought of as the probability that the results (from the sample) that we are seeing are solely due to chance. This concept will be discussed in much further detail in the class notes.

Based on this numerical comparison between the p-value and alpha, we’ll either reject or retain our null hypothesis.  Note: You may NEVER ‘accept’ the null hypothesis. This is because it is impossible to prove a null hypothesis to be true.

Retaining the null means that you just don’t have enough evidence to prove your alternative hypothesis to be true, so you fall back to your null. (You retain the null when p is greater than or equal to alpha.)

Rejecting the null means that you did find enough evidence to prove your alternative hypothesis as true. (You reject the null when p is less than alpha.)

Example of a Statistical Decision:

Retain the null hypothesis, because p=0.12 > alpha=0.01.

The p-value will come from SPSS output, and the alpha will have already been determined back in Step 3. You must be very careful when you compare the decimal values of the p-value and alpha. If, for example, you mistakenly think that p=0.12 < alpha=0.01, then you will make the incorrect statistical decision, which will likely lead to an incorrect interpretation of the study’s findings.

6. Interpretation

The interpretation is where you write up your findings. The specifics will vary depending on the type of hypothesis test you performed, but you will always include a plain English, contextual conclusion of what your study found (i.e. what it means to reject or retain the null hypothesis in that particular study).  You’ll have statistics that you quote to support your decision.  Some of the statistics will need to be written in APA style citation (the American Psychological Association style of citation).  For some hypothesis tests, you’ll also include an interpretation of the effect size.

Some hypothesis tests will also require an additional (non-Parametric) test after the completion of your original test, if the test’s assumptions have not been met. These tests are also call “Post-Hoc tests”.

As previously stated, hypothesis testing is a very detailed process. Do not be concerned if you have read through all of the steps above, and have many questions (and are possibly very confused). It will take time, and a lot of practice to learn and apply these steps!

This Reading is just meant as an overview of hypothesis testing. Much more information is forthcoming in the various sets of Notes about the specifics needed in each of these steps. The Hypothesis Test Checklist will be a critical resource for you to refer to during homeworks and tests.

Student Course Learning Objectives

4.  Choose, administer and interpret the correct tests based on the situation, including identification of appropriate sampling and potential errors

c. Choose the appropriate hypothesis test given a situation

d. Describe the meaning and uses of alpha and p-values

e. Write the appropriate null and alternative hypotheses, including whether the alternative should be one-sided or two-sided

f. Determine and calculate the appropriate test statistic (e.g. z-test, multiple t-tests, Chi-Square, ANOVA)

g. Determine and interpret effect sizes.

h. Interpret results of a hypothesis test

• Use technology in the statistical analysis of data
• Communicate in writing the results of statistical analyses of data

Attributions

Adapted from “Week 5 Introduction to Hypothesis Testing Reading” by Sherri Spriggs and Sandi Dang is licensed under CC BY-NC-SA 4.0 .

Math 132 Introduction to Statistics Readings Copyright © by Sherri Spriggs is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License , except where otherwise noted.

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Understanding Science

How science REALLY works...

• Understanding Science 101
• Misconceptions
• Testing ideas with evidence is at the heart of the process of science.
• Scientific testing involves figuring out what we would  expect  to observe if an idea were correct and comparing that expectation to what we  actually  observe.

Misconception:  Science proves ideas.

Misconception:  Science can only disprove ideas.

Correction:  Science neither proves nor disproves. It accepts or rejects ideas based on supporting and refuting evidence, but may revise those conclusions if warranted by new evidence or perspectives.  Read more about it.

Testing scientific ideas

Testing ideas about childbed fever.

As a simple example of how scientific testing works, consider the case of Ignaz Semmelweis, who worked as a doctor on a maternity ward in the 1800s. In his ward, an unusually high percentage of new mothers died of what was then called childbed fever. Semmelweis considered many possible explanations for this high death rate. Two of the many ideas that he considered were (1) that the fever was caused by mothers giving birth lying on their backs (as opposed to on their sides) and (2) that the fever was caused by doctors’ unclean hands (the doctors often performed autopsies immediately before examining women in labor). He tested these ideas by considering what expectations each idea generated. If it were true that childbed fever were caused by giving birth on one’s back, then changing procedures so that women labored on their sides should lead to lower rates of childbed fever. Semmelweis tried changing the position of labor, but the incidence of fever did not decrease; the actual observations did not match the expected results. If, however, childbed fever were caused by doctors’ unclean hands, having doctors wash their hands thoroughly with a strong disinfecting agent before attending to women in labor should lead to lower rates of childbed fever. When Semmelweis tried this, rates of fever plummeted; the actual observations matched the expected results, supporting the second explanation.

Testing in the tropics

Let’s take a look at another, very different, example of scientific testing: investigating the origins of coral atolls in the tropics. Consider the atoll Eniwetok (Anewetak) in the Marshall Islands — an oceanic ring of exposed coral surrounding a central lagoon. From the 1800s up until today, scientists have been trying to learn what supports atoll structures beneath the water’s surface and exactly how atolls form. Coral only grows near the surface of the ocean where light penetrates, so Eniwetok could have formed in several ways:

Hypothesis 2: The coral that makes up Eniwetok might have grown in a ring atop an underwater mountain already near the surface. The key to this hypothesis is the idea that underwater mountains don’t sink; instead the remains of dead sea animals (shells, etc.) accumulate on underwater mountains, potentially assisted by tectonic uplifting. Eventually, the top of the mountain/debris pile would reach the depth at which coral grow, and the atoll would form.

Which is a better explanation for Eniwetok? Did the atoll grow atop a sinking volcano, forming an underwater coral tower, or was the mountain instead built up until it neared the surface where coral were eventually able to grow? Which of these explanations is best supported by the evidence? We can’t perform an experiment to find out. Instead, we must figure out what expectations each hypothesis generates, and then collect data from the world to see whether our observations are a better match with one of the two ideas.

If Eniwetok grew atop an underwater mountain, then we would expect the atoll to be made up of a relatively thin layer of coral on top of limestone or basalt. But if it grew upwards around a subsiding island, then we would expect the atoll to be made up of many hundreds of feet of coral on top of volcanic rock. When geologists drilled into Eniwetok in 1951 as part of a survey preparing for nuclear weapons tests, the drill bored through more than 4000 feet (1219 meters) of coral before hitting volcanic basalt! The actual observation contradicted the underwater mountain explanation and matched the subsiding island explanation, supporting that idea. Of course, many other lines of evidence also shed light on the origins of coral atolls, but the surprising depth of coral on Eniwetok was particularly convincing to many geologists.

• Take a sidetrip

Visit the NOAA website to see an animation of coral atoll formation according to Hypothesis 1.

• Teaching resources

Scientists test hypotheses and theories. They are both scientific explanations for what we observe in the natural world, but theories deal with a much wider range of phenomena than do hypotheses. To learn more about the differences between hypotheses and theories, jump ahead to  Science at multiple levels .

• Use our  web interactive  to help students document and reflect on the process of science.
• Learn strategies for building lessons and activities around the Science Flowchart: Grades 3-5 Grades 6-8 Grades 9-12 Grades 13-16
• Find lesson plans for introducing the Science Flowchart to your students in: Grades 3-5 Grades 6-8 Grades 9-16
• Get  graphics and pdfs of the Science Flowchart  to use in your classroom. Translations are available in Spanish, French, Japanese, and Swahili.

Observation beyond our eyes

The logic of scientific arguments

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Speaker 1: Hello everyone, this is Dr. Wallace. Have you ever wondered why so much time and emphasis is placed on understanding research questions, hypothesis statements, and variables in a research methodology course? Let's face it, when you look at these three items in a research proposal, they do not take up a lot of space. We spend more time discussing our research methodology, data collection and analysis, and prior research on our topic than we do on these three components in a research proposal. However, these three components are the foundation upon which any good research study is conducted. I want to take a few minutes and explain, at a high level, the role of each in a research proposal and study, and then show you how they are connected to each other. I think the best way to examine this subject is to begin with an example research topic. I can then demonstrate how these three components are connected by using this research topic as an example. Let's keep things easy and formulate a very simple topic. For the purposes of our lesson, I am going to say that I want to examine the effects of a thermostat on room temperatures. Now, with this research topic established, let's begin by looking at our three components. Okay, let's kick things off by looking at research questions. What is a research question? The research question is the way we succinctly define what we hope the research study will show us. We have identified a problem or issue that we think is important to study. Now, the research question specifically identifies what part of that issue or problem we hope to answer or address. As implied by its name, our research question is presented in the form of a question. The type of question we are asking is often driven by the type of study we are conducting in our research methodology. Using our example topic, a potential research question that we might ask is, how does changing the thermostat setting impact a room's temperature? Now that we have a research question, let's go take a look at the role of the hypothesis. So, what is a hypothesis? A hypothesis is a prediction of what we believe the study will find, or put another way, the answer to the research question. A hypothesis is an empirical statement that can be verified based upon observation or experience. It is testable to be true or false through the research study findings. You will also sometimes hear reference to a null hypothesis, but let's save that for another lesson. Now, let's return to our research topic example and create a hypothesis. The hypothesis for our example study might be, changing the temperature setting on a thermostat, up or down, will cause the room temperature, where the thermostat is located, to change in the same way. We have made a prediction of how we think the research study will answer our question. Okay, let's move to the final piece of the puzzle, variables. Variables, my Achilles heel during my doctoral study days. That's right, I'll be the first to admit that this simple concept gave me a hard time when I was a student. Let me take a shot at breaking down variables as simply as possible in one slide. There are two types of variables, dependent and independent, also referred to as DV or IV. Okay, so what's the difference? Let's see if I can make this as simple as possible. The dependent variable is what we watch to see if a change is occurring, while the independent variable is the thing we manipulate to influence a change in the dependent variable. I understand this can get confusing. Perhaps if we go back to our example research topic, things will become a bit clearer. In this research study, the thermostat setting is my independent variable, because it is the thing I have the power to change or alter. I am going to manipulate the independent variable to see if it creates a change in my dependent variable. The thermostat setting influences the room temperature, which is my dependent variable. The room temperature is my dependent variable because it is the thing I am watching to see if a change occurs when I alter the independent variable. Now, I manipulate my thermostat setting by moving it to a different temperature. I have just made a change that I predicted would influence my dependent variable. I will now watch my dependent variable, the room temperature, to see if a change occurs that matches the change I made to the thermostat setting, my independent variable. This is what I predicted with my hypothesis, so I want to watch how the room temperature, my dependent variable, is impacted when I make changes to the thermostat setting, my independent variable. Okay, now that we have a high-level understanding of these three components of a research proposal and study, let's see how they all work together. Let's connect those dots. The research question or questions that we create for the study specified what we want to answer or find out in the study. In other words, they put meaning to why our study is important. The hypothesis is our prediction of what we believe the study will find, or put another way, our predicted answer to the research questions. With the hypothesis, you are looking into your magic ball and telling everyone what you think the research study will find when all is said and done. In many cases, the research questions and hypothesis will be closely related, with the primary difference being that the hypothesis is presented as a statement, while the research questions are, well to put this plainly, formatted as a question. Now let's see how the variables complete our puzzle. The independent and dependent variables are the components of our study that we manipulate and watch for outcomes. Since our hypothesis made a prediction, it is only logical that our variables have to be included in the hypothesis. Our hypothesis is where we show the relationship between the independent and dependent variables. While this is the logical flow for building many research studies, I cannot overstress the fact that a research proposal is a constantly evolving process. Until we have locked down all components of the research proposal and are ready to conduct the study, it is entirely possible that you may go back and tweak or change any one of these components based upon new information you uncover or updates that you make to one of the three components. Don't let this worry you though, because this is a natural occurrence when working the kinks out of your research strategy. Let's conclude by summarizing what we have covered. The research question is our way of stating what we hope the study will find or help us learn. Our hypothesis is our prediction statement of what we think the research study findings will show. Finally, our variables are the aspects of the study that we manipulate and observe to determine whether our hypothesis was correct. Thank you for taking the time to view this lesson. I hope the information that I have presented helps clarify why understanding research questions, hypothesis, and variables is so important in research methodology and how these three work together to establish a strong foundation for a research study.

Value Hypothesis Fundamentals: A Complete Guide

Last updated on Fri Aug 23 2024

Imagine spending months or even years developing a new feature only to find out it doesn’t resonate with your users, argh! This kind of situation could be any worst Product manager’s nightmare.

There's a way to fix this problem called the Value Hypothesis . This idea helps builders to validate whether the ideas they’re working on are worth pursuing and useful to the people they want to sell to.

This guide will teach you what you need to know about Value Hypothesis and a step-by-step process on how to create a strong one. At the end of this post, you’ll learn how to create a product that satisfies your users.

Are you ready? Let’s get to it!

How a Value Hypothesis Helps Product Managers

Scrutinizing this hypothesis helps you as a developer to come up with a product that your customers like and love to use.

Product managers use the Value Hypothesis as a north star, ensuring focus on client needs and avoiding wasted resources. For more on this, read about the product management process .

Definition and Scope of Value Hypothesis

Let's get into the step-by-step process, but first, we need to understand the basics of the Value Hypothesis:

What Is a Value Hypothesis?

A Value Hypothesis is like a smart guess you can test to see if your product truly solves a problem for your customers. It’s your way of predicting how well your product will address a particular issue for the people you’re trying to help.

You need to know what a Value Hypothesis is, what it covers, and its key parts before you use it. To learn more about finding out what customers need, take a look at our guide on discovering features .

The Value Hypothesis does more than just help with the initial launch, it guides the whole development process. This keeps teams focused on what their users care about helping them choose features that their audience will like.

Critical Components of a Value Hypothesis

A strong Value Hypothesis rests on three key components:

Value Proposition: The Value Proposition spells out the main advantage your product gives to customers. It explains the "what" and "why" of your product showing how it eases a particular pain point.

This proposition targets a specific group of consumers. To learn more, check out our guide on roadmapping .

Customer Segmentation: Knowing and grasping your target audience is essential. This involves studying their demographics, needs, behaviors, and problems. By dividing your market, you can shape your value proposition to address the unique needs of each group.

Customer feedback surveys can prove priceless in this process. Find out more about this in our customer feedback surveys guide.

Problem Statement : The Problem Statement defines the exact issue your product aims to fix. It should zero in on a real fixable pain point your target users face. For hands-on applications, see our product launch communication plan .

Here are some key questions to guide you:

What are the primary challenges and obstacles faced by your target users?

What existing solutions are available, and where do they fall short?

What unmet needs or desires does your target audience have?

For a structured approach to prioritizing features based on customer needs, consider using a feature prioritization matrix .

Crafting a Strong Value Hypothesis

Now that we've covered the basics, let's look at how to build a convincing Value Hypothesis. Here's a two-step method, along with value hypothesis templates, to point you in the right direction:

1. Research and Analysis

To start with, you need to carry out market research. By carrying out proper market research, you will have an understanding of existing solutions and identify areas in which customers' needs are yet to be met. This is integral to effective idea tracking .

Next, use customer interviews, surveys, and support data to understand your target audience's problems and what they want. Check out our list of tools for getting customer feedback to help with this.

2. Finding Out What Customers Need

Once you've completed your research, it's crucial to identify your customers' needs. By merging insights from market research with direct user feedback, you can pinpoint the key requirements of your customers.

Here are some key questions to think about:

What are the most significant challenges that your target users encounter daily?

Which current solutions are available to them, and how do these solutions fail to fully address their needs?

What specific pain points are your target users struggling with that aren't being resolved?

Are there any gaps or shortcomings in the existing products or services that your customers use?

What unfulfilled needs or desires does your target audience express that aren't currently met by the market?

To prioritize features based on customer needs in a structured way, think about using a feature prioritization matrix .

Validating the Value Hypothesis

Once you've created your Value Hypothesis with a template, you need to check if it holds up. Here's how you can do this:

MVP Testing

Build a minimum viable product (MVP)—a basic version of your product with essential functions. This lets you test your value proposition with actual users and get feedback without spending too much. To achieve the best outcomes, look into the best practices for customer feedback software .

Prototyping

Build mock-ups to show your product idea. Use these mock-ups to get user input on the user experience and overall value offer.

Metrics for Evaluation

After you've gathered data about your hypothesis, it's time to examine it. Here are some metrics you can use:

User Engagement : Monitor stats like time on the platform, feature use, and return visits to see how much users interact with your MVP or mock-up.

Conversion Rates : Check conversion rates for key actions like sign-ups, buys, or feature adoption. These numbers help you judge if your value offer clicks with users. To learn more, read our article on SaaS growth benchmarks .

Iterative Improvement of Value Hypothesis

The Value Hypothesis framework shines because you can keep making it better. Here's how to fine-tune your hypothesis:

Set up an ongoing system to gather user data as you develop your product.

Look at what users say to spot areas that need work then update your value proposition based on what you learn.

Read about managing product updates to keep your hypotheses current.

Adaptation to Market Changes

The market keeps changing, and your Value Hypothesis should too. Stay up to date on what's happening in your industry and watch how users' habits change. Tweak your value proposition to stay useful and ahead of the competition.

Here are some ways to keep your Value Hypothesis fresh:

Do market research often to keep up with what's happening in your industry and what your competitors are up to.

Keep an eye on what users are saying to spot new problems or things they need but don't have yet.

Try out different value statements and features to see which ones your audience likes best.

To keep your guesses up-to-date, check out our guide on handling product changes .

Common Mistakes to Avoid

While the Value Hypothesis approach is powerful, it's key to steer clear of these common traps:

Avoid Confirmation Bias : People tend to focus on data that backs up their initial guesses. But it's key to look at feedback that goes against your ideas and stay open to different views.

Watch out for Shiny Object Syndrome : Don't let the newest fads sway you unless they solve a main customer problem. Your value proposition should fix actual issues for your users.

Don't Cling to Your First Hypothesis : As the market changes, your value proposition should too. Be ready to shift your hypothesis when new evidence and user feedback comes in.

Don't Mix Up Busywork with Real Progress : Getting user feedback is key, but making sense of it brings real value. Look at the data to find useful insights that can shape your product. To learn more about this, check out our guide on handling customer feedback .

Value Hypothesis: Action Points

To build a product that succeeds, you need to know your target users inside out and understand how you help them. The Value Hypothesis framework gives you a step-by-step way to do this.

If you follow the steps in this guide, you can create a strong value proposition, check if it works, and keep improving it to ensure your product stays useful and important to your customers.

Keep in mind, a good Value Hypothesis changes as your product and market change. When you use data and put customers first, you're on the right track to create a product that works.

Want to put the Value Hypothesis framework into action? Check out our top templates for creating product roadmaps to streamline your process. Think about using featureOS to manage customer feedback. This tool makes it easier to collect, examine, and put user feedback to work.

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A/B Testing 101

August 30, 2024 2024-08-30

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A/B testing (sometimes also referred to as split testing) is a popular UX research method, with widespread adoption across businesses and industries. To ensure reliable, meaningful, and beneficial results for your organization, follow best practices and avoid common mistakes when planning and setting up an A/B test.

In This Article:

What is a/b testing, why conduct an a/b test, 4 steps for setting up an a/b test, limitations and common mistakes in a/b testing.

A/B testing is a quantitative research method that tests two or more design variations with a live audience to determine which variation performs best according to a predetermined set of business-success metrics.

In an A/B test, you create two or more variations of a design in a live product. Most commonly, you’ll compare the original design A, also called the control version, and one variation B, called the variant. Ideally, the variant should differ from the original design only in one design element alone, such as a button, an image, or a description.

During the A/B test, the incoming traffic of real users to your product is split, so that each visitor will be directed to only one of your design variations. This split of traffic can be such that each variation receives the same share of traffic, or it can be adjusted based on business objectives and risk. (For example, if testing a design variation on half of your site’s traffic would bear too much risk.)

Once the traffic is split to your design variations, you collect a set of metrics to determine which design variation encourages desired user behaviors and thereby better supports your business objectives.

In many cases (but not all), if the variant statistically significantly outperforms the original design, it should be used as the new design of the product. If the test was inconclusive or if your original design outperformed the variation, you should keep the original design. In this case, consider whether testing another design variation might yield better results.

A/B testing can help UX teams determine the improvements in the user experience that are best for their business goals . Additionally, it enables them to make data-driven design decisions, which can result in a high return on investment and tend to be easier to communicate to stakeholders than insights from qualitative studies .

A/B testing is also an efficient method for continuous design improvements, as you can incrementally improve the usability and effectiveness of your product without extensive overhauls .

Common Use Cases

A/B testing requires unambiguous metrics that clearly showcase whether a design variation outperforms the original design. These metrics often focus on monetary aspects, such as revenue or costs. Metrics commonly used in A/B testing include conversion rate, click-through rate, bounce rate, retention rate, and revenue per user.

Industries and products where A/B testing is frequently used and where it can have a significant impact and a high return on investment include:

• Ecommerce (e.g., Amazon)
• Entertainment products (e.g., Netflix, Spotify)
• Social media (e.g., Facebook, Instagram, TikTok)
• Software as a service (e.g., Salesforce, Office365)
• Online publishing (e.g., The New York Times)
• Email marketing

Design elements these industries most commonly test include:

• Call-to-action buttons
• Page layouts
• Website copy
• Checkout pages
• Forms                                                                  

Following the 4 steps outlined below will increase the likelihood of conducting a test that is reliable, meaningful, and that yields a positive result.

1. Start with a Hypothesis

Before getting started on an A/B test, you should come up with a hypothesis for which changes might have which impact. As stated above, the more this hypothesis is based on user research and business insights, the higher the likelihood that your A/B test will be successful and meaningful. Your hypothesis should be directly connected to a clearly defined goal that you want to accomplish with your A/B test.

Example: You run an ecommerce site. You observed in qualitative usability tests that multiple participants disregarded a call-to-action (CTA) button with the label Purchase . Your hypothesis is that a design change of this page will increase the conversion rate of this CTA, eventually leading to higher sales.

2. Define the Changes to Make

Once you have a strong hypothesis, you must decide which changes to make to which design element to test your hypothesis. These changes should address just one design element and not be an extensive design overhaul. Again, the more this decision is based on insights from user research, the higher the chances that your test will be successful, as these insights will positively impact your ideation process .

Example: Based on your insights from qualitative usability testing, you decide to change the label of the CTA button. During the tests, you observed that participants noticed the button but were unsure about its message. So, you keep the button’s visual design but change the label to Buy Now .

3. Choose Outcome Metrics

Clearly define which metrics you want to track to determine the impact and success of your A/B test. You should define primary metrics , which will tell you if the design variation results in the hoped-for change in behavior. Additionally, you should define and track guardrail metrics , to determine if the change in user behavior truly has a positive impact on the business.

Example: To understand if changing your CTA label to Buy Now results in an increase of sales, you decide to track the CTA’s click rate. Additionally, you will also track the purchase rate and the average sale amount per purchase. These guardrail metrics help you determine whether a higher click rate of your design variation will have a positive business impact.

4. Determine the Timeframe of the Test

Once you have a strong hypothesis and define the changes to make and metrics to track, you must decide for how long to run your A/B test . This parameter depends on the required sample size for your test.

To determine the required sample size for your test , you must define three numbers:

• Baseline outcome-metric value: The outcome metric (e.g., conversion rate, click rate) for  your design
• Minimum detectable effect: The minimum relative change in the outcome metric that  you want to be able to detect
• Statistical-significance threshold (usually 95% ): The degree of certainty you want to have that your test result is reliable

Once you define these three metrics, you can use a sample-size calculator to determine the required sample size for your A/B test. Even with sufficient traffic, we recommend to run your A/B test for at least 1-2 weeks to account for potential fluctuations in user behavior.

Example: Using your analytics data, you determine that the   baseline click rate of your Purchase CTA is 3%. You decide that your minimum detectable effect should be 20% (in other words, you want to be able to detect a change as small as 20% of the 3% baseline click rate, which amounts to a click rate of 3%+/- 0.6% for the variation) and your test should have a statistical significance of 95% (p=0.05) . Using a sample-size calculator, you determine that your required sample size is 13,000 users. With an average of 1,000 daily users on your website, you decide to run your A/B test for 14 days, ensuring a large enough sample size and a long enough timeframe for potential fluctuations in user behavior.

Note that, to choose the minimum detectable effect, you should ask yourself which change in the outcome metric will amount to an effect that is practically significant for your business and worth the cost of the change. In our example, a change of 1% would mean being able to detect whether the click rate is just 0.03% bigger than the current one. To reach statistical significance for such a small difference a much larger sample size would be required, and the 0.03% change may have very little impact and may not be worth pursuing.

Choose Your A/B Testing Tool

If you’ve decided that you want to add A/B testing to your arsenal of research methods, you must choose which tool to use. There is a wide range of offerings, and the ideal tool will be highly contextual, varying based on your unique situation and needs. When selecting the right tool for your A/B testing efforts, consider the following factors:

• Budget: A/B testing tools can range from free to costing multiple thousand dollars per month.
• Complexity of your test(s): Consider how easy or complex the design variations you want to test are. Different tools allow for different levels of complexity, ranging from allowing only simple changes of color or copy to more complex changes to page layouts or allowing multivariate testing and split URL testing.
• Ease of use: Ensure that you and your team are comfortable enough with learning the new tool and that you have sufficient time to allocate to this task.
• Technical requirements: Ensure that the tool integrates seamlessly with your organization's technical infrastructure and consider how much engineering time is required to create the test.

Once you select a tool that seems to fit your needs and requirements you should test the tool before running your first A/B test. The test will help you ensure that the A/B tool is set up correctly and works as intended. One common way to do so is an A/A test, where you create a variant that is exactly the same as your original design.

Testing two identical designs against each other should result in an inconclusive test result. If this is not the case, you can check what might have caused the differences in the test result. This approach helps minimize mistakes and implementation errors and ensures your A/B testing tool is set up correctly before you run the first A/B test.    

Just as with any other research method, A/B testing has its limitations. It can provide great value in certain situations and when applied correctly, but it can also be a waste of resources and potentially harmful if applied incorrectly.

Limitations

A/B testing is not suited for:

• Low-traffic pages : To reach a point where an A/B test results in a statistically significant difference between two variations of a design, you often need thousands of users interacting with your product. This makes A/B testing a bad fit for pages with little traffic.
• Testing multiple changes at the same time: A/B testing should not be used to test design variations that change multiple design elements at the same time. While this is technically possible, you will lack an understanding of the impact of each individual change. To test multiple changes at a time, use multivariate testing instead, but be aware that these tests require even more data points to lead to reliable results.
• Understanding why user behavior changed: Similarly to other quantitative research methods, A/B testing is great at providing insights into how user behavior changes but will not provide any insights into why these changes occur. Thus, A/B testing provides the most benefit when it is combined with qualitative research methods. This practice is called triangulation .

Common Mistakes in A/B Testing

Disregarding the limitations of A/B testing and not following best practices can lead to misleading, potentially harmful outcomes. Some of the most common mistakes you should avoid are:

• Missing clearly defined goals: You must have clearly defined goals for the hoped-for outcome of an A/B test. These goals will align your team to understand why the test is conducted, provide guidance in creating design variations, and help build a roadmap for A/B testing based on the expected return on investment of each potential test you could run on your product.
• Stopping the test too early: A/B tests that lack sufficient data points will return unreliable results. Yet, some teams make the mistake of monitoring A/B tests in real time and drawing conclusions too early. To get statistically reliable results, you must wait until the appropriate sample size of a test is reached. Only then you should draw a conclusion and end your A/B test.
• Testing without a strong hypothesis: Only one in every seven A/B tests is a winning test . And this rate will likely be even lower if you’re testing design elements without having a strong, data-based hypothesis. Just as with prototypes or extensive redesigns, the more insights you gain from user research , the higher the chances of a successful project outcome.
• Focusing on a single metric : The goal of an A/B rest is often to increase or decrease a certain metric. However, if you measure only one metric to determine whether your test is successful, you might disregard important information that can tell you if a design change is truly beneficial for your organization. For example, if you use a deceptive pattern in your design variation, you might positively impact one metric, such as a conversion rate, but might inadvertently negatively affect other metrics, such as retention rate. This is why you should track more than one metric, including guardrail metrics, which can give insight into the true impact of your design variation.
• Disregarding qualitative research and business context: Just because an A/B test yields a statistically significant result, it doesn’t mean that you should follow it blindly. After all, the A/B test might return a false positive or false negative , you might introduce a measurement error , or your result might be statistically significant but not practically significant . Thus, you must combine the results from your A/B test with your expert knowledge of your users and your organization to draw the right conclusions.

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Title Case Capitalization

APA Style uses two types of capitalization for titles of works (such as paper titles ) and headings within works : title case and sentence case .

In title case, major words are capitalized, and most minor words are lowercase. In sentence case, most major and minor words are lowercase ( proper nouns are an exception in that they are always capitalized).

• major words: Nouns, verbs (including linking verbs), adjectives, adverbs, pronouns, and all words of four letters or more are considered major words.
• minor words: Short (i.e., three letters or fewer) conjunctions, short prepositions, and all articles are considered minor words.

Title case capitalization is covered in the seventh edition APA Style manuals in the Publication Manual Section 6.17 and the Concise Guide Section 5.7

How to implement title case

In title case, capitalize the following words in a title or heading:

• the first word of the title or heading, even if it is a minor word such as “The” or “A”
• the first word of a subtitle
• the first word after a colon, em dash, or end punctuation in a heading
• major words, including the second part of hyphenated major words (e.g., “Self-Report,” not “Self-report”)
• words of four letters or more (e.g., “With,” “Between,” “From”)

Lowercase only minor words that are three letters or fewer in a title or heading (except the first word in a title or subtitle or the first word after a colon, em dash, or end punctuation in a heading):

• short conjunctions (e.g., “and,” “as,” “but,” “for,” “if,” “nor,” “or,” “so,” “yet”)
• articles (“a,” “an,” “the”)
• short prepositions (e.g., “as,” “at,” “by,” “for,” “in,” “of,” “off,” “on,” “per,” “to,” “up,” “via”)

When to use title case

Use title case for the following:

• titles of articles, books, reports, and other works appearing in text

In the book Train Your Mind for Peak Performance: A Science-Based Approach for Achieving Your Goals

In the article “Turning Frowns (and Smiles) Upside Down: A Multilevel Examination of Surface Acting Positive and Negative Emotions on Well-Being”

• titles of tests or measures, including subscales

Beck Depression Inventory–II

• all headings within a work (Levels 1–5; these are also bold or bold italic)
• the title of your own paper and of named sections and subsections within it

the Results section

• titles of periodicals (these are also italicized)

Journal of Latinx Psychology

Chicago Tribune

• table titles (these are also italicized)
• figure titles (these are also italicized), axis labels, and legends