Social research is research conducted by social scientists following a systematic plan. Social research methodologies can be classified as quantitative and qualitative.

  • Quantitative designs approach social phenomena through quantifiable evidence, and often rely on statistical analyses of many cases (or across intentionally designed treatments in an experiment) to create valid and reliable general claims.
  • Qualitative designs emphasize understanding of social phenomena through direct observation, communication with participants, or analyses of texts, and may stress contextual subjective accuracy over generality.

Most methods contain elements of both. For example, qualitative data analysis often involves a fairly structured approach to coding raw data into systematic information and quantifying intercoder reliability. There is often a more complex relationship between "qualitative" and "quantitative" approaches than would be suggested by drawing a simple distinction between them.

Social scientists employ a range of methods in order to analyze a vast breadth of social phenomena: from analyzing census survey data derived from millions of individuals, to conducting in-depth analysis of a single agent's social experiences; from monitoring what is happening on contemporary streets, to investigating historical documents. Methods rooted in classical sociology and statistics have formed the basis for research in disciplines such as political science and media studies. They are also often used in program evaluation and market research.

Methods

Social scientists are divided into camps of support for particular research techniques. These disputes relate to the historical core of social theory (positivism and antipositivism; structure and agency). While very different in many aspects, both qualitative and quantitative approaches involve a systematic interaction between theory and data. The choice of method often depends largely on what the researcher intends to investigate. For example, a researcher concerned with drawing a statistical generalization across an entire population may administer a survey questionnaire to a representative sample population. By contrast, a researcher who seeks full contextual understanding of an individual's social actions may choose ethnographic participant observation or open-ended interviews. Studies will commonly combine, or triangulate, quantitative and qualitative methods as part of a multi-strategy design.

Sampling

Typically a population is very large, making a census or a complete enumeration of all the values in that population infeasible. A sample thus forms a manageable subset of a population. In positivist research, statistics derived from a sample are analysed in order to draw inferences regarding the population as a whole. The process of collecting information from a sample is referred to as sampling. Sampling methods may be either random (random sampling, systematic sampling, stratified sampling, cluster sampling) or non-random/nonprobability (convenience sampling, purposive sampling, snowball sampling).

Ethics

The ethics of social research are shared with those of medical research. In the United States, these are formalized by the Belmont report as:

Respect for persons

The principle of respect for persons holds that (a) individuals should be respected as autonomous agents capable of making their own decisions, and that (b) subjects with diminished autonomy deserve special considerations. A cornerstone of this principle is the use of informed consent.

Beneficence

The principle of beneficence holds that (a) the subjects of research should be protected from harm, and, (b) the research should bring tangible benefits to society. By this definition, research with no scientific merit is automatically considered unethical. while some scholars pinpoint the origin of demography to 1663 with the publication of John Graunt's Natural and Political Observations upon the Bills of Mortality. Social research began most intentionally, however, with the positivist philosophy of science in the early 19th century.

thumb|upright|[[Émile Durkheim]]

Statistical sociological research, and indeed the formal academic discipline of sociology, began with the work of Émile Durkheim (1858–1917). While Durkheim rejected much of the detail of Auguste Comte's philosophy, he retained and refined its method, maintaining that the social sciences are a logical continuation of the natural ones into the realm of human activity, and insisting that they may retain the same objectivity, rationalism, and approach to causality. Durkheim set up the first European department of sociology at the University of Bordeaux in 1895, publishing his Rules of the Sociological Method (1895). In this text he argued: main goal is to extend scientific rationalism to human conduct. ... What has been called our positivism is but a consequence of this rationalism."

Durkheim's seminal monograph, Suicide (1897), a case study of suicide rates among Catholic and Protestant populations, distinguished sociological analysis from psychology or philosophy. By carefully examining suicide statistics in different police districts, he attempted to demonstrate that Catholic communities have a lower suicide rate than that of Protestants, something he attributed to social (as opposed to individual or psychological) causes. He developed the notion of objective suis generis "social facts" to delineate a unique empirical object for the science of sociology to study.

Modern methodologies

In the early 20th century innovation in survey methodology were developed that are still dominant. In 1928, the psychologist Louis Leon Thurstone developed a method to select and score multiple items with which to measure complex ideas, such as attitudes towards religion. In 1932, the psychologist Rensis Likert developed the Likert scale where participants rate their agreement with statement using five options from totally disagree to totally agree. Likert like scales remain the most frequently used items in survey.

In the mid-20th century there was a general—but not universal—trend for American sociology to be more scientific in nature, due to the prominence at that time of action theory and other system-theoretical approaches. Robert K. Merton released his Social Theory and Social Structure (1949). By the turn of the 1960s, sociological research was increasingly employed as a tool by governments and businesses worldwide. Sociologists developed new types of quantitative and qualitative research methods. Paul Lazarsfeld founded Columbia University's Bureau of Applied Social Research, where he exerted a tremendous influence over the techniques and the organization of social research. His many contributions to sociological method have earned him the title of the "founder of modern empirical sociology". Lazarsfeld made great strides in statistical survey analysis, panel methods, latent structure analysis, and contextual analysis.