Research Study Cheat Sheet

There is a lot of terminology used when we talk about research. When researching research, it can be difficult to align the terms with the outcomes we are attempting to achieve. This cheat sheet is designed to make it easy to understand which type of research study provides which type of results. It started with info from Maze that has been modified from my own perspective.

Terminology

Quantitative countable or measurable

Qualitative interpretive or descriptive

Generative used to produce ideas or form hypotheses

Evaluative used to assess

Behavioral related to doing

Attitudinal related to feeling

Research Type	Quantitative	Qualitative	Generative (Strategic)	Evaluative (Tactical)	Behavioral	Attitudinal
Concept Validation Testing	Yes	Yes	No	Yes	Yes	Yes
Tree Testing	No	Yes	No	Yes	Yes	No
Card Sorting	No	Yes	Yes	Yes	No	Yes
Surveys	Yes	Yes	Yes	Yes	No	Yes
Diary Studies	No	Yes	No	Yes	No	No
Focus Groups	No	Yes	Yes	No	No	No
Field Studies	No	Yes	Yes	Yes	Yes	Yes
User Interviews	No	Yes	Yes	Yes	Yes	Yes
Usability Testing	Yes	No	No	Yes	Yes	Yes
5 Second Testing	Yes	No	No	Yes	No	Yes
Cognitive Testing	Yes	Yes	Yes	Yes	Yes	Yes
Eye Tracking	Yes	Yes	No	Yes	Yes	No
A/B Testing	Yes	No	No	Yes	Yes	No