The four research approaches: case study, survey, ethnography, longitudinal
An 'approach' is the overall shape of a study — bigger than any one method. Learn these four and what each buys you.
In the previous subtopic you learned individual methods (questionnaires, observation, interviews). An approach is broader: it is the overall research design that may draw on several methods at once. The syllabus names four key approaches.
| Approach | What it is | Main strengths | Main limitations |
|---|---|---|---|
| Case study | An in-depth study of a single case — one person, group, organisation or event | Rich, detailed, very high validity; can generate new ideas/hypotheses | Not representative (one case); hard to generalise from |
| Social survey | A large-scale study using standardised questionnaires or structured interviews | Representative (large samples), reliable, allows comparison and patterns | Low validity; imposes the researcher's framework; misses meaning |
| Ethnography | An in-depth study of a whole way of life, usually via participant observation | Very high validity and verstehen; captures the group's own meanings | Very time-consuming; small, unrepresentative samples; hard to replicate |
| Longitudinal study | Studying the same sample repeatedly over a long period of time | Shows change and trends over time; reveals cause-and-effect sequences | Costly and slow; sample attrition (people drop out), which can bias results |
The pattern to notice: approaches built on quantitative methods (the social survey) buy reliability and representativeness; approaches built on qualitative methods (the case study and ethnography) buy validity and depth. The longitudinal approach is distinctive because its strength is the dimension of time — it can track the same people as they change, something a one-off 'snapshot' study cannot do.
Examples to remember: ethnographic studies of street gangs or schools; the British birth-cohort longitudinal studies that have followed the same people for decades; a case study of a single deviant subculture or a single school.
- An 'approach' = the overall research design; it is bigger than a single method and may combine several.
- Case study: one case in depth → high validity, but not representative.
- Social survey: large standardised samples → representative + reliable, but low validity.
- Ethnography: a whole way of life via participant observation → validity + verstehen, but slow and unrepresentative.
- Longitudinal study: the SAME sample over time → shows change/trends, but costly and suffers attrition (drop-out).