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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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How to write a hypothesis for marketing experimentation

Creating your strongest marketing hypothesis

The potential for your marketing improvement depends on the strength of your testing hypotheses.

But where are you getting your test ideas from? Have you been scouring competitor sites, or perhaps pulling from previous designs on your site? The web is full of ideas and you’re full of ideas – there is no shortage of inspiration, that’s for sure.

Coming up with something you  want  to test isn’t hard to do. Coming up with something you  should  test can be hard to do.

Hard – yes. Impossible? No. Which is good news, because if you can’t create hypotheses for things that should be tested, your test results won’t mean mean much, and you probably shouldn’t be spending your time testing.

Taking the time to write your hypotheses correctly will help you structure your ideas, get better results, and avoid wasting traffic on poor test designs.

With this post, we’re getting advanced with marketing hypotheses, showing you how to write and structure your hypotheses to gain both business results and marketing insights!

By the time you finish reading, you’ll be able to:

• Distinguish a solid hypothesis from a time-waster, and
• Structure your solid hypothesis to get results  and  insights

To make this whole experience a bit more tangible, let’s track a sample idea from…well…idea to hypothesis.

Let’s say you identified a call-to-action (CTA)* while browsing the web, and you were inspired to test something similar on your own lead generation landing page. You think it might work for your users! Your idea is:

“My page needs a new CTA.”

*A call-to-action is the point where you, as a marketer, ask your prospect to do something on your page. It often includes a button or link to an action like “Buy”, “Sign up”, or “Request a quote”.

The basics: The correct marketing hypothesis format

A well-structured hypothesis provides insights whether it is proved, disproved, or results are inconclusive.

You should never phrase a marketing hypothesis as a question. It should be written as a statement that can be rejected or confirmed.

Further, it should be a statement geared toward revealing insights – with this in mind, it helps to imagine each statement followed by a  reason :

• Changing _______ into ______ will increase [conversion goal], because:
• Changing _______ into ______ will decrease [conversion goal], because:
• Changing _______ into ______ will not affect [conversion goal], because:

Each of the above sentences ends with ‘because’ to set the expectation that there will be an explanation behind the results of whatever you’re testing.

It’s important to remember to plan ahead when you create a test, and think about explaining why the test turned out the way it did when the results come in.

Level up: Moving from a good to great hypothesis

Understanding what makes an idea worth testing is necessary for your optimization team.

If your tests are based on random ideas you googled or were suggested by a consultant, your testing process still has its training wheels on. Great hypotheses aren’t random. They’re based on rationale and aim for learning.

Hypotheses should be based on themes and analysis that show potential conversion barriers.

At Conversion, we call this investigation phase the “Explore Phase” where we use frameworks like the LIFT Model to understand the prospect’s unique perspective. (You can read more on the the full optimization process here).

A well-founded marketing hypothesis should also provide you with new, testable clues about your users regardless of whether or not the test wins, loses or yields inconclusive results.

These new insights should inform future testing: a solid hypothesis can help you quickly separate worthwhile ideas from the rest when planning follow-up tests.

“Ultimately, what matters most is that you have a hypothesis going into each experiment and you design each experiment to address that hypothesis.” – Nick So, VP of Delivery

Here’s a quick tip :

If you’re about to run a test that isn’t going to tell you anything new about your users and their motivations, it’s probably not worth investing your time in.

Let’s take this opportunity to refer back to your original idea:

Ok, but  what now ? To get actionable insights from ‘a new CTA’, you need to know why it behaved the way it did. You need to ask the right question.

To test the waters, maybe you changed the copy of the CTA button on your lead generation form from “Submit” to “Send demo request”. If this change leads to an increase in conversions, it could mean that your users require more clarity about what their information is being used for.

That’s a potential insight.

Based on this insight, you could follow up with another test that adds copy around the CTA about next steps: what the user should anticipate after they have submitted their information.

For example, will they be speaking to a specialist via email? Will something be waiting for them the next time they visit your site? You can test providing more information, and see if your users are interested in knowing it!

That’s the cool thing about a good hypothesis: the results of the test, while important (of course) aren’t the only component driving your future test ideas. The insights gleaned lead to further hypotheses and insights in a virtuous cycle.

It’s based on a science

The term “hypothesis” probably isn’t foreign to you. In fact, it may bring up memories of grade-school science class; it’s a critical part of the  scientific method .

The scientific method in testing follows a systematic routine that sets ideation up to predict the results of experiments via:

• Collecting data and information through observation
• Creating tentative descriptions of what is being observed
• Forming  hypotheses  that predict different outcomes based on these observations
• Testing your  hypotheses
• Analyzing the data, drawing conclusions and insights from the results

Don’t worry! Hypothesizing may seem ‘sciency’, but it doesn’t have to be complicated in practice.

Hypothesizing simply helps ensure the results from your tests are quantifiable, and is necessary if you want to understand how the results reflect the change made in your test.

A strong marketing hypothesis allows testers to use a structured approach in order to discover what works, why it works, how it works, where it works, and who it works on.

“My page needs a new CTA.” Is this idea in its current state clear enough to help you understand what works? Maybe. Why it works? No. Where it works? Maybe. Who it works on? No.

Your idea needs refining.

Let’s pull back and take a broader look at the lead generation landing page we want to test.

Imagine the situation: you’ve been diligent in your data collection and you notice several recurrences of Clarity pain points – meaning that there are many unclear instances throughout the page’s messaging.

Rather than focusing on the CTA right off the bat, it may be more beneficial to deal with the bigger clarity issue.

Now you’re starting to think about solving your prospects conversion barriers rather than just testing random ideas!

If you believe the overall page is unclear, your overarching theme of inquiry might be positioned as:

• “Improving the clarity of the page will reduce confusion and improve [conversion goal].”

By testing a hypothesis that supports this clarity theme, you can gain confidence in the validity of it as an actionable marketing insight over time.

If the test results are negative : It may not be worth investigating this motivational barrier any further on this page. In this case, you could return to the data and look at the other motivational barriers that might be affecting user behavior.

If the test results are positive : You might want to continue to refine the clarity of the page’s message with further testing.

Typically, a test will start with a broad idea — you identify the changes to make, predict how those changes will impact your conversion goal, and write it out as a broad theme as shown above. Then, repeated tests aimed at that theme will confirm or undermine the strength of the underlying insight.

Building marketing hypotheses to create insights

You believe you’ve identified an overall problem on your landing page (there’s a problem with clarity). Now you want to understand how individual elements contribute to the problem, and the effect these individual elements have on your users.

It’s game time  – now you can start designing a hypothesis that will generate insights.

You believe your users need more clarity. You’re ready to dig deeper to find out if that’s true!

If a specific question needs answering, you should structure your test to make a single change. This isolation might ask: “What element are users most sensitive to when it comes to the lack of clarity?” and “What changes do I believe will support increasing clarity?”

At this point, you’ll want to boil down your overarching theme…

• Improving the clarity of the page will reduce confusion and improve [conversion goal].

…into a quantifiable hypothesis that isolates key sections:

• Changing the wording of this CTA to set expectations for users (from “submit” to “send demo request”) will reduce confusion about the next steps in the funnel and improve order completions.

Does this answer what works? Yes: changing the wording on your CTA.

Does this answer why it works? Yes: reducing confusion about the next steps in the funnel.

Does this answer where it works? Yes: on this page, before the user enters this theoretical funnel.

Does this answer who it works on? No, this question demands another isolation. You might structure your hypothesis more like this:

• Changing the wording of the CTA to set expectations for users (from “submit” to “send demo request”) will reduce confusion  for visitors coming from my email campaign  about the next steps in the funnel and improve order completions.

Now we’ve got a clear hypothesis. And one worth testing!

What makes a great hypothesis?

1. It’s testable.

2. It addresses conversion barriers.

3. It aims at gaining marketing insights.

Let’s compare:

The original idea : “My page needs a new CTA.”

Following the hypothesis structure : “A new CTA on my page will increase [conversion goal]”

The first test implied a problem with clarity, provides a potential theme : “Improving the clarity of the page will reduce confusion and improve [conversion goal].”

The potential clarity theme leads to a new hypothesis : “Changing the wording of the CTA to set expectations for users (from “submit” to “send demo request”) will reduce confusion about the next steps in the funnel and improve order completions.”

Final refined hypothesis : “Changing the wording of the CTA to set expectations for users (from “submit” to “send demo request”) will reduce confusion for visitors coming from my email campaign about the next steps in the funnel and improve order completions.”

Which test would you rather your team invest in?

Before you start your next test, take the time to do a proper analysis of the page you want to focus on. Do preliminary testing to define bigger issues, and use that information to refine and pinpoint your marketing hypothesis to give you forward-looking insights.

Doing this will help you avoid time-wasting tests, and enable you to start getting some insights for your team to keep testing!

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From Hypothesis to Results: Mastering the Art of Marketing Experiments

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Suppose you’re trying to convince your friend to watch your favorite movie. You could either tell them about the intriguing plot or show them the exciting trailer.

To find out which approach works best, you try both methods with different friends and see which one gets more people to watch the movie.

Marketing experiments work in much the same way, allowing businesses to test different marketing strategies, gather feedback from their target audience, and make data-driven decisions that lead to improved outcomes and growth.

By testing different approaches and measuring their outcomes, companies can identify what works best for their unique target audience and adapt their marketing strategies accordingly. This leads to more efficient use of marketing resources and results in higher conversion rates, increased customer satisfaction, and, ultimately, business growth.

Marketing experiments are the backbone of building an organization’s culture of learning and curiosity, encouraging employees to think outside the box and challenge the status quo.

In this article, we will delve into the fundamentals of marketing experiments, discussing their key elements and various types. By the end, you’ll be in a position to start running these tests and securing better marketing campaigns with explosive results.

Why Digital Marketing Experiments Matter

One of the most effective ways to drive growth and optimize marketing strategies is through digital marketing experiments. These experiments provide invaluable insights into customer preferences, behaviors, and the overall effectiveness of marketing efforts, making them an essential component of any digital marketing strategy.

Digital marketing experiments matter for several reasons:

• Customer-centric approach: By conducting experiments, businesses can gain a deeper understanding of their target audience’s preferences and behaviors. This enables them to tailor their marketing efforts to better align with customer needs, resulting in more effective and engaging campaigns.
• Data-driven decision-making: Marketing experiments provide quantitative data on the performance of different marketing strategies and tactics. This empowers businesses to make informed decisions based on actual results rather than relying on intuition or guesswork. Ultimately, this data-driven approach leads to more efficient allocation of resources and improved marketing outcomes.
• Agility and adaptability: Businesses must be agile and adaptable to keep up with emerging trends and technologies. Digital marketing experiments allow businesses to test new ideas, platforms, and strategies in a controlled environment, helping them stay ahead of the curve and quickly respond to changing market conditions.
• Continuous improvement: Digital marketing experiments facilitate an iterative process of testing, learning, and refining marketing strategies. This ongoing cycle of improvement enables businesses to optimize their marketing efforts, drive better results, and maintain a competitive edge in the digital marketplace.
• ROI and profitability: By identifying which marketing tactics are most effective, businesses can allocate their marketing budget more efficiently and maximize their return on investment. This increased profitability can be reinvested into the business, fueling further growth and success.

Developing a culture of experimentation allows businesses to continuously improve their marketing strategies, maximize their ROI, and avoid being left behind by the competition.

The Fundamentals of Digital Marketing Experiments

Marketing experiments are structured tests that compare different marketing strategies, tactics, or assets to determine which one performs better in achieving specific objectives.

These experiments use a scientific approach, which involves formulating hypotheses, controlling variables, gathering data, and analyzing the results to make informed decisions.

Marketing experiments provide valuable insights into customer preferences and behaviors, enabling businesses to optimize their marketing efforts and maximize returns on investment (ROI).

There are several types of marketing experiments that businesses can use, depending on their objectives and available resources.

The most common types include:

A/B testing

A/B testing, also known as split testing, is a simple yet powerful technique that compares two variations of a single variable to determine which one performs better.

In an A/B test, the target audience is randomly divided into two groups: one group is exposed to version A (the control). In contrast, the other group is exposed to version B (the treatment). The performance of both versions is then measured and compared to identify the one that yields better results.

A/B testing can be applied to various marketing elements, such as headlines, calls-to-action, email subject lines, landing page designs, and ad copy. The primary advantage of A/B testing is its simplicity, making it easy for businesses to implement and analyze.

Multivariate testing

Multivariate testing is a more advanced technique that allows businesses to test multiple variables simultaneously.

In a multivariate test, several elements of a marketing asset are modified and combined to create different versions. These versions are then shown to different segments of the target audience, and their performance is measured and compared to determine the most effective combination of variables.

Multivariate testing is beneficial when optimizing complex marketing assets, such as websites or email templates, with multiple elements that may interact with one another. However, this method requires a larger sample size and more advanced analytical tools compared to A/B testing.

Pre-post analysis

Pre-post analysis involves comparing the performance of a marketing strategy before and after implementing a change.

This type of experiment is often used when it is not feasible to conduct an A/B or multivariate test, such as when the change affects the entire customer base or when there are external factors that cannot be controlled.

While pre-post analysis can provide useful insights, it is less reliable than A/B or multivariate testing because it does not account for potential confounding factors. To obtain accurate results from a pre-post analysis, businesses must carefully control for external influences and ensure that the observed changes are indeed due to the implemented modifications.

How To Start Growth Marketing Experiments

To conduct effective marketing experiments, businesses must pay attention to the following key elements:

Clear objectives

Having clear objectives is crucial for a successful marketing experiment. Before starting an experiment, businesses must identify the specific goals they want to achieve, such as increasing conversions, boosting engagement, or improving click-through rates. Clear objectives help guide the experimental design and ensure the results are relevant and actionable.

Hypothesis-driven approach

A marketing experiment should be based on a well-formulated hypothesis that predicts the expected outcome. A reasonable hypothesis is specific, testable, and grounded in existing knowledge or data. It serves as the foundation for experimental design and helps businesses focus on the most relevant variables and outcomes.

Proper experimental design

A marketing experiment requires a well-designed test that controls for potential confounding factors and ensures the reliability and validity of the results. This includes the random assignment of participants, controlling for external influences, and selecting appropriate variables to test. Proper experimental design increases the likelihood that observed differences are due to the tested variables and not other factors.

Adequate sample size

A successful marketing experiment requires an adequate sample size to ensure the results are statistically significant and generalizable to the broader target audience. The required sample size depends on the type of experiment, the expected effect size, and the desired level of confidence. In general, larger sample sizes provide more reliable and accurate results but may also require more resources to conduct the experiment.

Data-driven analysis

Marketing experiments rely on a data-driven analysis of the results. This involves using statistical techniques to determine whether the observed differences between the tested variations are significant and meaningful. Data-driven analysis helps businesses make informed decisions based on empirical evidence rather than intuition or gut feelings.

By understanding the fundamentals of marketing experiments and following best practices, businesses can gain valuable insights into customer preferences and behaviors, ultimately leading to improved outcomes and growth.

Setting up Your First Marketing Experiment

Embarking on your first marketing experiment can be both exciting and challenging. Following a systematic approach, you can set yourself up for success and gain valuable insights to improve your marketing efforts.

Here’s a step-by-step guide to help you set up your first marketing experiment.

Identifying your marketing objectives

Before diving into your experiment, it’s essential to establish clear marketing objectives. These objectives will guide your entire experiment, from hypothesis formulation to data analysis.

Consider what you want to achieve with your marketing efforts, such as increasing website conversions, improving open email rates, or boosting social media engagement.

Make sure your objectives are specific, measurable, achievable, relevant, and time-bound (SMART) to ensure that they are actionable and provide meaningful insights.

Formulating a hypothesis

With your marketing objectives in mind, the next step is formulating a hypothesis for your experiment. A hypothesis is a testable prediction that outlines the expected outcome of your experiment. It should be based on existing knowledge, data, or observations and provide a clear direction for your experimental design.

For example, suppose your objective is to increase email open rates. In that case, your hypothesis might be, “Adding the recipient’s first name to the email subject line will increase the open rate by 10%.” This hypothesis is specific, testable, and clearly linked to your marketing objective.

Designing the experiment

Once you have a hypothesis in place, you can move on to designing your experiment. This involves several key decisions:

Choosing the right testing method:

Select the most appropriate testing method for your experiment based on your objectives, hypothesis, and available resources.

As discussed earlier, common testing methods include A/B, multivariate, and pre-post analyses. Choose the method that best aligns with your goals and allows you to effectively test your hypothesis.

Selecting the variables to test:

Identify the specific variables you will test in your experiment. These should be directly related to your hypothesis and marketing objectives. In the email open rate example, the variable to test would be the subject line, specifically the presence or absence of the recipient’s first name.

When selecting variables, consider their potential impact on your marketing objectives and prioritize those with the greatest potential for improvement. Also, ensure that the variables are easily measurable and can be manipulated in your experiment.

Identifying the target audience:

Determine the target audience for your experiment, considering factors such as demographics, interests, and behaviors. Your target audience should be representative of the larger population you aim to reach with your marketing efforts.

When segmenting your audience for the experiment, ensure that the groups are as similar as possible to minimize potential confounding factors.

In A/B or multivariate testing, this can be achieved through random assignment, which helps control for external influences and ensures a fair comparison between the tested variations.

Executing the experiment

With your experiment designed, it’s time to put it into action.

This involves several key considerations:

Timing and duration:

Choose the right timing and duration for your experiment based on factors such as the marketing channel, target audience, and the nature of the tested variables.

The duration of the experiment should be long enough to gather a sufficient amount of data for meaningful analysis but not so long that it negatively affects your marketing efforts or causes fatigue among your target audience.

In general, aim for a duration that allows you to reach a predetermined sample size or achieve statistical significance. This may vary depending on the specific experiment and the desired level of confidence.

Monitoring the experiment:

During the experiment, monitor its progress and performance regularly to ensure that everything is running smoothly and according to plan. This includes checking for technical issues, tracking key metrics, and watching for any unexpected patterns or trends.

If any issues arise during the experiment, address them promptly to prevent potential biases or inaccuracies in the results. Additionally, avoid making changes to the experimental design or variables during the experiment, as this can compromise the integrity of the results.

Analyzing the results

Once your experiment has concluded, it’s time to analyze the data and draw conclusions.

This involves two key aspects:

Statistical significance:

Statistical significance is a measure of the likelihood that the observed differences between the tested variations are due to the variables being tested rather than random chance. To determine statistical significance, you will need to perform a statistical test, such as a t-test or chi-squared test, depending on the nature of your data.

Generally, a result is considered statistically significant if the probability of the observed difference occurring by chance (the p-value) is less than a predetermined threshold, often set at 0.05 or 5%. This means there is a 95% confidence level that the observed difference is due to the tested variables and not random chance.

Practical significance:

While statistical significance is crucial, it’s also essential to consider the practical significance of your results. This refers to the real-world impact of the observed differences on your marketing objectives and business goals.

To assess practical significance, consider the effect size of the observed difference (e.g., the percentage increase in email open rates) and the potential return on investment (ROI) of implementing the winning variation. This will help you determine whether the experiment results are worth acting upon and inform your marketing decisions moving forward.

A systematic approach to designing growth marketing experiments helps you to design, execute, and analyze your experiment effectively, ultimately leading to better marketing outcomes and business growth.

Examples of Successful Marketing Experiments

In this section, we will explore three fictional case studies of successful marketing experiments that led to improved marketing outcomes. These examples will demonstrate the practical application of marketing experiments across different channels and provide valuable lessons that can be applied to your own marketing efforts.

Example 1: Redesigning a website for increased conversions

AcmeWidgets, an online store selling innovative widgets, noticed that its website conversion rate had plateaued.

They conducted a marketing experiment to test whether a redesigned landing page could improve conversions. They hypothesized that a more visually appealing and user-friendly design would increase conversion rates by 15%.

AcmeWidgets used A/B testing to compare their existing landing page (the control) with a new, redesigned version (the treatment). They randomly assigned website visitors to one of the two landing pages. They tracked conversions over a period of four weeks.

At the end of the experiment, AcmeWidgets found that the redesigned landing page had a conversion rate 18% higher than the control. The results were statistically significant, and the company decided to implement the new design across its entire website.

As a result, AcmeWidgets experienced a substantial increase in sales and revenue.

Example 2: Optimizing email marketing campaigns

EcoTravel, a sustainable travel agency, wanted to improve the open rates of their monthly newsletter. They hypothesized that adding a sense of urgency to the subject line would increase open rates by 10%.

To test this hypothesis, EcoTravel used A/B testing to compare two different subject lines for their newsletter:

• “Discover the world’s most beautiful eco-friendly destinations” (control)
• “Last chance to book: Explore the world’s most beautiful eco-friendly destinations” (treatment)

EcoTravel sent the newsletter to a random sample of their subscribers. Half received the control subject line, and the other half received the treatment. They then tracked the open rates for both groups over one week.

The results of the experiment showed that the treatment subject line, which included a sense of urgency, led to a 12% increase in open rates compared to the control.

Based on these findings, EcoTravel incorporated a sense of urgency in their future email subject lines to boost newsletter engagement.

Example 3: Improving social media ad performance

FitFuel, a meal delivery service for fitness enthusiasts, was looking to improve its Facebook ad campaign’s click-through rate (CTR). They hypothesized that using an image of a satisfied customer enjoying a FitFuel meal would increase CTR by 8% compared to their current ad featuring a meal image alone.

FitFuel conducted an A/B test on their Facebook ad campaign, comparing the performance of the control ad (meal image only) with the treatment ad (customer enjoying a meal). They targeted a similar audience with both ad variations and measured the CTR over two weeks. The experiment revealed that the treatment ad, featuring the customer enjoying a meal, led to a 10% increase in CTR compared to the control ad. FitFuel decided to update its

Facebook ad campaign with the new image, resulting in a more cost-effective campaign and higher return on investment.

Lessons learned from these examples

These fictional examples of successful marketing experiments highlight several key takeaways:

• Clearly defined objectives and hypotheses: In each example, the companies had specific marketing objectives and well-formulated hypotheses, which helped guide their experiments and ensure relevant and actionable results.
• Proper experimental design: Each company used the appropriate testing method for their experiment and carefully controlled variables, ensuring accurate and reliable results.
• Data-driven decision-making: The companies analyzed the data from their experiments to make informed decisions about implementing changes to their marketing strategies, ultimately leading to improved outcomes.
• Continuous improvement: These examples demonstrate that marketing experiments can improve marketing efforts continuously. By regularly conducting experiments and applying the lessons learned, businesses can optimize their marketing strategies and stay ahead of the competition.
• Relevance across channels: Marketing experiments can be applied across various marketing channels, such as website design, email campaigns, and social media advertising. Regardless of the channel, the principles of marketing experimentation remain the same, making them a valuable tool for marketers in diverse industries.

By learning from these fictional examples and applying the principles of marketing experimentation to your own marketing efforts, you can unlock valuable insights, optimize your marketing strategies, and achieve better results for your business.

Common Pitfalls of Marketing Experiments and How to Avoid Them

Conducting marketing experiments can be a powerful way to optimize your marketing strategies and drive better results.

However, it’s important to be aware of common pitfalls that can undermine the effectiveness of your experiments. In this section, we will discuss some of these pitfalls and provide tips on how to avoid them.

Insufficient sample size

An insufficient sample size can lead to unreliable results and limit the generalizability of your findings. When your sample size is too small, you run the risk of not detecting meaningful differences between the tested variations or incorrectly attributing the observed differences to random chance.

To avoid this pitfall, calculate the required sample size for your experiment based on factors such as the expected effect size, the desired level of confidence, and the type of statistical test you will use.

In general, larger sample sizes provide more reliable and accurate results but may require more resources to conduct the experiment. Consider adjusting your experimental design or testing methods to accommodate a larger sample size if necessary.

Lack of clear objectives

Your marketing experiment may not provide meaningful or actionable insights without clear objectives. Unclear objectives can lead to poorly designed experiments, irrelevant variables, or difficulty interpreting the results.

To prevent this issue, establish specific, measurable, achievable, relevant, and time-bound (SMART) objectives before starting your experiment. These objectives should guide your entire experiment, from hypothesis formulation to data analysis, and ensure that your findings are relevant and useful for your marketing efforts.

Confirmation bias

Confirmation bias occurs when you interpret the results of your experiment in a way that supports your pre-existing beliefs or expectations. This can lead to inaccurate conclusions and suboptimal marketing decisions.

To minimize confirmation bias, approach your experiments with an open mind and be willing to accept results that challenge your assumptions.

Additionally, involve multiple team members in the data analysis process to ensure diverse perspectives and reduce the risk of individual biases influencing the interpretation of the results.

Overlooking external factors

External factors, such as changes in market conditions, seasonal fluctuations, or competitor actions, can influence the results of your marketing experiment and potentially confound your findings. Ignoring these factors may lead to inaccurate conclusions about the effectiveness of your marketing strategies.

To account for external factors, carefully control for potential confounding variables during the experimental design process. This might involve using random assignment, testing during stable periods, or controlling for known external influences.

Consider running follow-up experiments or analyzing historical data to confirm your findings and rule out the impact of external factors.

Tips for avoiding these pitfalls

By being aware of these common pitfalls and following best practices, you can ensure the success of your marketing experiments and obtain valuable insights for your marketing efforts. Here are some tips to help you avoid these pitfalls:

• Plan your experiment carefully: Invest time in the planning stage to establish clear objectives, calculate an adequate sample size, and design a robust experiment that controls for potential confounding factors.
• Use a hypothesis-driven approach: Formulate a specific, testable hypothesis based on existing knowledge or data to guide your experiment and focus on the most relevant variables and outcomes.
• Monitor your experiment closely: Regularly check the progress of your experiment, address any issues that arise, and ensure that your experiment is running smoothly and according to plan.
• Analyze your data objectively: Use statistical techniques to determine the significance of your results and consider the practical implications of your findings before making marketing decisions.
• Learn from your experiments: Apply the lessons learned from your experiments to continuously improve your marketing strategies and stay ahead of the competition.

By avoiding these common pitfalls and following best practices, you can increase the effectiveness of your marketing experiments, gain valuable insights into customer preferences and behaviors, and ultimately drive better results for your business.

Building a Culture of Experimentation

To truly reap the benefits of marketing experiments, it’s essential to build a culture of experimentation within your organization. This means fostering an environment where curiosity, learning, data-driven decision-making, and collaboration are valued and encouraged.

Encouraging curiosity and learning within your organization

Cultivating curiosity and learning starts with leadership. Encourage your team to ask questions, explore new ideas, and embrace a growth mindset.

Promote ongoing learning by providing resources, such as training programs, workshops, or access to industry events, that help your team stay up-to-date with the latest marketing trends and techniques.

Create a safe environment where employees feel comfortable sharing their ideas and taking calculated risks. Emphasize the importance of learning from both successes and failures and treat every experiment as an opportunity to grow and improve.

Adopting a data-driven mindset

A data-driven mindset is crucial for successful marketing experimentation. Encourage your team to make decisions based on data rather than relying on intuition or guesswork. This means analyzing the results of your experiments objectively, using statistical techniques to determine the significance of your findings, and considering the practical implications of your results before making marketing decisions.

To foster a data-driven culture, invest in the necessary tools and technologies to collect, analyze, and visualize data effectively. Train your team on how to use these tools and interpret the data to make informed marketing decisions.

Regularly review your data-driven efforts and adjust your strategies as needed to continuously improve and optimize your marketing efforts.

Integrating experimentation into your marketing strategy

Establish a systematic approach to conducting marketing experiments to fully integrate experimentation into your marketing strategy. This might involve setting up a dedicated team or working group responsible for planning, executing, and analyzing experiments or incorporating experimentation as a standard part of your marketing processes.

Create a roadmap for your marketing experiments that outlines each project’s objectives, hypotheses, and experimental designs. Monitor the progress of your experiments and adjust your roadmap as needed based on the results and lessons learned.

Ensure that your marketing team has the necessary resources, such as time, budget, and tools, to conduct experiments effectively. Set clear expectations for the role of experimentation in your marketing efforts and emphasize its importance in driving better results and continuous improvement.

Collaborating across teams for a holistic approach

Marketing experiments often involve multiple teams within an organization, such as design, product, sales, and customer support. Encourage cross-functional collaboration to ensure a holistic approach to experimentation and leverage each team’s unique insights and expertise.

Establish clear communication channels and processes for sharing information and results from your experiments. This might involve regular meetings, shared documentation, or internal presentations to keep all stakeholders informed and engaged.

Collaboration also extends beyond your organization. Connect with other marketing professionals, industry experts, and thought leaders to learn from their experiences, share your own insights, and stay informed about the latest trends and best practices in marketing experimentation.

By building a culture of experimentation within your organization, you can unlock valuable insights, optimize your marketing strategies, and drive better results for your business.

Encourage curiosity and learning, adopt a data-driven mindset, integrate experimentation into your marketing strategy, and collaborate across teams to create a strong foundation for marketing success.

If you’re new to marketing experiments, don’t be intimidated—start small and gradually expand your efforts as your confidence grows. By embracing a curious and data-driven mindset, even small-scale experiments can lead to meaningful insights and improvements.

As you gain experience, you can tackle more complex experiments and further refine your marketing strategies.

Remember, continuous learning and improvement is the key to success in marketing experimentation. By regularly conducting experiments, analyzing the results, and applying the lessons learned, you can stay ahead of the competition and drive better results for your business.

So, take the plunge and start experimenting today—your marketing efforts will be all the better.

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A Practical Guide to Writing Quantitative and Qualitative Research Questions and Hypotheses in Scholarly Articles

Edward barroga.

1 Department of General Education, Graduate School of Nursing Science, St. Luke’s International University, Tokyo, Japan.

Glafera Janet Matanguihan

2 Department of Biological Sciences, Messiah University, Mechanicsburg, PA, USA.

The development of research questions and the subsequent hypotheses are prerequisites to defining the main research purpose and specific objectives of a study. Consequently, these objectives determine the study design and research outcome. The development of research questions is a process based on knowledge of current trends, cutting-edge studies, and technological advances in the research field. Excellent research questions are focused and require a comprehensive literature search and in-depth understanding of the problem being investigated. Initially, research questions may be written as descriptive questions which could be developed into inferential questions. These questions must be specific and concise to provide a clear foundation for developing hypotheses. Hypotheses are more formal predictions about the research outcomes. These specify the possible results that may or may not be expected regarding the relationship between groups. Thus, research questions and hypotheses clarify the main purpose and specific objectives of the study, which in turn dictate the design of the study, its direction, and outcome. Studies developed from good research questions and hypotheses will have trustworthy outcomes with wide-ranging social and health implications.

INTRODUCTION

Scientific research is usually initiated by posing evidenced-based research questions which are then explicitly restated as hypotheses. 1 , 2 The hypotheses provide directions to guide the study, solutions, explanations, and expected results. 3 , 4 Both research questions and hypotheses are essentially formulated based on conventional theories and real-world processes, which allow the inception of novel studies and the ethical testing of ideas. 5 , 6

It is crucial to have knowledge of both quantitative and qualitative research 2 as both types of research involve writing research questions and hypotheses. 7 However, these crucial elements of research are sometimes overlooked; if not overlooked, then framed without the forethought and meticulous attention it needs. Planning and careful consideration are needed when developing quantitative or qualitative research, particularly when conceptualizing research questions and hypotheses. 4

There is a continuing need to support researchers in the creation of innovative research questions and hypotheses, as well as for journal articles that carefully review these elements. 1 When research questions and hypotheses are not carefully thought of, unethical studies and poor outcomes usually ensue. Carefully formulated research questions and hypotheses define well-founded objectives, which in turn determine the appropriate design, course, and outcome of the study. This article then aims to discuss in detail the various aspects of crafting research questions and hypotheses, with the goal of guiding researchers as they develop their own. Examples from the authors and peer-reviewed scientific articles in the healthcare field are provided to illustrate key points.

DEFINITIONS AND RELATIONSHIP OF RESEARCH QUESTIONS AND HYPOTHESES

A research question is what a study aims to answer after data analysis and interpretation. The answer is written in length in the discussion section of the paper. Thus, the research question gives a preview of the different parts and variables of the study meant to address the problem posed in the research question. 1 An excellent research question clarifies the research writing while facilitating understanding of the research topic, objective, scope, and limitations of the study. 5

On the other hand, a research hypothesis is an educated statement of an expected outcome. This statement is based on background research and current knowledge. 8 , 9 The research hypothesis makes a specific prediction about a new phenomenon 10 or a formal statement on the expected relationship between an independent variable and a dependent variable. 3 , 11 It provides a tentative answer to the research question to be tested or explored. 4

Hypotheses employ reasoning to predict a theory-based outcome. 10 These can also be developed from theories by focusing on components of theories that have not yet been observed. 10 The validity of hypotheses is often based on the testability of the prediction made in a reproducible experiment. 8

Conversely, hypotheses can also be rephrased as research questions. Several hypotheses based on existing theories and knowledge may be needed to answer a research question. Developing ethical research questions and hypotheses creates a research design that has logical relationships among variables. These relationships serve as a solid foundation for the conduct of the study. 4 , 11 Haphazardly constructed research questions can result in poorly formulated hypotheses and improper study designs, leading to unreliable results. Thus, the formulations of relevant research questions and verifiable hypotheses are crucial when beginning research. 12

CHARACTERISTICS OF GOOD RESEARCH QUESTIONS AND HYPOTHESES

Excellent research questions are specific and focused. These integrate collective data and observations to confirm or refute the subsequent hypotheses. Well-constructed hypotheses are based on previous reports and verify the research context. These are realistic, in-depth, sufficiently complex, and reproducible. More importantly, these hypotheses can be addressed and tested. 13

There are several characteristics of well-developed hypotheses. Good hypotheses are 1) empirically testable 7 , 10 , 11 , 13 ; 2) backed by preliminary evidence 9 ; 3) testable by ethical research 7 , 9 ; 4) based on original ideas 9 ; 5) have evidenced-based logical reasoning 10 ; and 6) can be predicted. 11 Good hypotheses can infer ethical and positive implications, indicating the presence of a relationship or effect relevant to the research theme. 7 , 11 These are initially developed from a general theory and branch into specific hypotheses by deductive reasoning. In the absence of a theory to base the hypotheses, inductive reasoning based on specific observations or findings form more general hypotheses. 10

TYPES OF RESEARCH QUESTIONS AND HYPOTHESES

Research questions and hypotheses are developed according to the type of research, which can be broadly classified into quantitative and qualitative research. We provide a summary of the types of research questions and hypotheses under quantitative and qualitative research categories in Table 1 .

Research questions in quantitative research

In quantitative research, research questions inquire about the relationships among variables being investigated and are usually framed at the start of the study. These are precise and typically linked to the subject population, dependent and independent variables, and research design. 1 Research questions may also attempt to describe the behavior of a population in relation to one or more variables, or describe the characteristics of variables to be measured ( descriptive research questions ). 1 , 5 , 14 These questions may also aim to discover differences between groups within the context of an outcome variable ( comparative research questions ), 1 , 5 , 14 or elucidate trends and interactions among variables ( relationship research questions ). 1 , 5 We provide examples of descriptive, comparative, and relationship research questions in quantitative research in Table 2 .

Hypotheses in quantitative research

In quantitative research, hypotheses predict the expected relationships among variables. 15 Relationships among variables that can be predicted include 1) between a single dependent variable and a single independent variable ( simple hypothesis ) or 2) between two or more independent and dependent variables ( complex hypothesis ). 4 , 11 Hypotheses may also specify the expected direction to be followed and imply an intellectual commitment to a particular outcome ( directional hypothesis ) 4 . On the other hand, hypotheses may not predict the exact direction and are used in the absence of a theory, or when findings contradict previous studies ( non-directional hypothesis ). 4 In addition, hypotheses can 1) define interdependency between variables ( associative hypothesis ), 4 2) propose an effect on the dependent variable from manipulation of the independent variable ( causal hypothesis ), 4 3) state a negative relationship between two variables ( null hypothesis ), 4 , 11 , 15 4) replace the working hypothesis if rejected ( alternative hypothesis ), 15 explain the relationship of phenomena to possibly generate a theory ( working hypothesis ), 11 5) involve quantifiable variables that can be tested statistically ( statistical hypothesis ), 11 6) or express a relationship whose interlinks can be verified logically ( logical hypothesis ). 11 We provide examples of simple, complex, directional, non-directional, associative, causal, null, alternative, working, statistical, and logical hypotheses in quantitative research, as well as the definition of quantitative hypothesis-testing research in Table 3 .

Research questions in qualitative research

Unlike research questions in quantitative research, research questions in qualitative research are usually continuously reviewed and reformulated. The central question and associated subquestions are stated more than the hypotheses. 15 The central question broadly explores a complex set of factors surrounding the central phenomenon, aiming to present the varied perspectives of participants. 15

There are varied goals for which qualitative research questions are developed. These questions can function in several ways, such as to 1) identify and describe existing conditions ( contextual research question s); 2) describe a phenomenon ( descriptive research questions ); 3) assess the effectiveness of existing methods, protocols, theories, or procedures ( evaluation research questions ); 4) examine a phenomenon or analyze the reasons or relationships between subjects or phenomena ( explanatory research questions ); or 5) focus on unknown aspects of a particular topic ( exploratory research questions ). 5 In addition, some qualitative research questions provide new ideas for the development of theories and actions ( generative research questions ) or advance specific ideologies of a position ( ideological research questions ). 1 Other qualitative research questions may build on a body of existing literature and become working guidelines ( ethnographic research questions ). Research questions may also be broadly stated without specific reference to the existing literature or a typology of questions ( phenomenological research questions ), may be directed towards generating a theory of some process ( grounded theory questions ), or may address a description of the case and the emerging themes ( qualitative case study questions ). 15 We provide examples of contextual, descriptive, evaluation, explanatory, exploratory, generative, ideological, ethnographic, phenomenological, grounded theory, and qualitative case study research questions in qualitative research in Table 4 , and the definition of qualitative hypothesis-generating research in Table 5 .

Qualitative studies usually pose at least one central research question and several subquestions starting with How or What . These research questions use exploratory verbs such as explore or describe . These also focus on one central phenomenon of interest, and may mention the participants and research site. 15

Hypotheses in qualitative research

Hypotheses in qualitative research are stated in the form of a clear statement concerning the problem to be investigated. Unlike in quantitative research where hypotheses are usually developed to be tested, qualitative research can lead to both hypothesis-testing and hypothesis-generating outcomes. 2 When studies require both quantitative and qualitative research questions, this suggests an integrative process between both research methods wherein a single mixed-methods research question can be developed. 1

FRAMEWORKS FOR DEVELOPING RESEARCH QUESTIONS AND HYPOTHESES

Research questions followed by hypotheses should be developed before the start of the study. 1 , 12 , 14 It is crucial to develop feasible research questions on a topic that is interesting to both the researcher and the scientific community. This can be achieved by a meticulous review of previous and current studies to establish a novel topic. Specific areas are subsequently focused on to generate ethical research questions. The relevance of the research questions is evaluated in terms of clarity of the resulting data, specificity of the methodology, objectivity of the outcome, depth of the research, and impact of the study. 1 , 5 These aspects constitute the FINER criteria (i.e., Feasible, Interesting, Novel, Ethical, and Relevant). 1 Clarity and effectiveness are achieved if research questions meet the FINER criteria. In addition to the FINER criteria, Ratan et al. described focus, complexity, novelty, feasibility, and measurability for evaluating the effectiveness of research questions. 14

The PICOT and PEO frameworks are also used when developing research questions. 1 The following elements are addressed in these frameworks, PICOT: P-population/patients/problem, I-intervention or indicator being studied, C-comparison group, O-outcome of interest, and T-timeframe of the study; PEO: P-population being studied, E-exposure to preexisting conditions, and O-outcome of interest. 1 Research questions are also considered good if these meet the “FINERMAPS” framework: Feasible, Interesting, Novel, Ethical, Relevant, Manageable, Appropriate, Potential value/publishable, and Systematic. 14

As we indicated earlier, research questions and hypotheses that are not carefully formulated result in unethical studies or poor outcomes. To illustrate this, we provide some examples of ambiguous research question and hypotheses that result in unclear and weak research objectives in quantitative research ( Table 6 ) 16 and qualitative research ( Table 7 ) 17 , and how to transform these ambiguous research question(s) and hypothesis(es) into clear and good statements.

a These statements were composed for comparison and illustrative purposes only.

b These statements are direct quotes from Higashihara and Horiuchi. 16

a This statement is a direct quote from Shimoda et al. 17

The other statements were composed for comparison and illustrative purposes only.

CONSTRUCTING RESEARCH QUESTIONS AND HYPOTHESES

To construct effective research questions and hypotheses, it is very important to 1) clarify the background and 2) identify the research problem at the outset of the research, within a specific timeframe. 9 Then, 3) review or conduct preliminary research to collect all available knowledge about the possible research questions by studying theories and previous studies. 18 Afterwards, 4) construct research questions to investigate the research problem. Identify variables to be accessed from the research questions 4 and make operational definitions of constructs from the research problem and questions. Thereafter, 5) construct specific deductive or inductive predictions in the form of hypotheses. 4 Finally, 6) state the study aims . This general flow for constructing effective research questions and hypotheses prior to conducting research is shown in Fig. 1 .

Research questions are used more frequently in qualitative research than objectives or hypotheses. 3 These questions seek to discover, understand, explore or describe experiences by asking “What” or “How.” The questions are open-ended to elicit a description rather than to relate variables or compare groups. The questions are continually reviewed, reformulated, and changed during the qualitative study. 3 Research questions are also used more frequently in survey projects than hypotheses in experiments in quantitative research to compare variables and their relationships.

Hypotheses are constructed based on the variables identified and as an if-then statement, following the template, ‘If a specific action is taken, then a certain outcome is expected.’ At this stage, some ideas regarding expectations from the research to be conducted must be drawn. 18 Then, the variables to be manipulated (independent) and influenced (dependent) are defined. 4 Thereafter, the hypothesis is stated and refined, and reproducible data tailored to the hypothesis are identified, collected, and analyzed. 4 The hypotheses must be testable and specific, 18 and should describe the variables and their relationships, the specific group being studied, and the predicted research outcome. 18 Hypotheses construction involves a testable proposition to be deduced from theory, and independent and dependent variables to be separated and measured separately. 3 Therefore, good hypotheses must be based on good research questions constructed at the start of a study or trial. 12

In summary, research questions are constructed after establishing the background of the study. Hypotheses are then developed based on the research questions. Thus, it is crucial to have excellent research questions to generate superior hypotheses. In turn, these would determine the research objectives and the design of the study, and ultimately, the outcome of the research. 12 Algorithms for building research questions and hypotheses are shown in Fig. 2 for quantitative research and in Fig. 3 for qualitative research.

EXAMPLES OF RESEARCH QUESTIONS FROM PUBLISHED ARTICLES

• EXAMPLE 1. Descriptive research question (quantitative research)
• - Presents research variables to be assessed (distinct phenotypes and subphenotypes)
• “BACKGROUND: Since COVID-19 was identified, its clinical and biological heterogeneity has been recognized. Identifying COVID-19 phenotypes might help guide basic, clinical, and translational research efforts.
• RESEARCH QUESTION: Does the clinical spectrum of patients with COVID-19 contain distinct phenotypes and subphenotypes? ” 19
• EXAMPLE 2. Relationship research question (quantitative research)
• - Shows interactions between dependent variable (static postural control) and independent variable (peripheral visual field loss)
• “Background: Integration of visual, vestibular, and proprioceptive sensations contributes to postural control. People with peripheral visual field loss have serious postural instability. However, the directional specificity of postural stability and sensory reweighting caused by gradual peripheral visual field loss remain unclear.
• Research question: What are the effects of peripheral visual field loss on static postural control ?” 20
• EXAMPLE 3. Comparative research question (quantitative research)
• - Clarifies the difference among groups with an outcome variable (patients enrolled in COMPERA with moderate PH or severe PH in COPD) and another group without the outcome variable (patients with idiopathic pulmonary arterial hypertension (IPAH))
• “BACKGROUND: Pulmonary hypertension (PH) in COPD is a poorly investigated clinical condition.
• RESEARCH QUESTION: Which factors determine the outcome of PH in COPD?
• STUDY DESIGN AND METHODS: We analyzed the characteristics and outcome of patients enrolled in the Comparative, Prospective Registry of Newly Initiated Therapies for Pulmonary Hypertension (COMPERA) with moderate or severe PH in COPD as defined during the 6th PH World Symposium who received medical therapy for PH and compared them with patients with idiopathic pulmonary arterial hypertension (IPAH) .” 21
• EXAMPLE 4. Exploratory research question (qualitative research)
• - Explores areas that have not been fully investigated (perspectives of families and children who receive care in clinic-based child obesity treatment) to have a deeper understanding of the research problem
• “Problem: Interventions for children with obesity lead to only modest improvements in BMI and long-term outcomes, and data are limited on the perspectives of families of children with obesity in clinic-based treatment. This scoping review seeks to answer the question: What is known about the perspectives of families and children who receive care in clinic-based child obesity treatment? This review aims to explore the scope of perspectives reported by families of children with obesity who have received individualized outpatient clinic-based obesity treatment.” 22
• EXAMPLE 5. Relationship research question (quantitative research)
• - Defines interactions between dependent variable (use of ankle strategies) and independent variable (changes in muscle tone)
• “Background: To maintain an upright standing posture against external disturbances, the human body mainly employs two types of postural control strategies: “ankle strategy” and “hip strategy.” While it has been reported that the magnitude of the disturbance alters the use of postural control strategies, it has not been elucidated how the level of muscle tone, one of the crucial parameters of bodily function, determines the use of each strategy. We have previously confirmed using forward dynamics simulations of human musculoskeletal models that an increased muscle tone promotes the use of ankle strategies. The objective of the present study was to experimentally evaluate a hypothesis: an increased muscle tone promotes the use of ankle strategies. Research question: Do changes in the muscle tone affect the use of ankle strategies ?” 23

EXAMPLES OF HYPOTHESES IN PUBLISHED ARTICLES

• EXAMPLE 1. Working hypothesis (quantitative research)
• - A hypothesis that is initially accepted for further research to produce a feasible theory
• “As fever may have benefit in shortening the duration of viral illness, it is plausible to hypothesize that the antipyretic efficacy of ibuprofen may be hindering the benefits of a fever response when taken during the early stages of COVID-19 illness .” 24
• “In conclusion, it is plausible to hypothesize that the antipyretic efficacy of ibuprofen may be hindering the benefits of a fever response . The difference in perceived safety of these agents in COVID-19 illness could be related to the more potent efficacy to reduce fever with ibuprofen compared to acetaminophen. Compelling data on the benefit of fever warrant further research and review to determine when to treat or withhold ibuprofen for early stage fever for COVID-19 and other related viral illnesses .” 24
• EXAMPLE 2. Exploratory hypothesis (qualitative research)
• - Explores particular areas deeper to clarify subjective experience and develop a formal hypothesis potentially testable in a future quantitative approach
• “We hypothesized that when thinking about a past experience of help-seeking, a self distancing prompt would cause increased help-seeking intentions and more favorable help-seeking outcome expectations .” 25
• “Conclusion
• Although a priori hypotheses were not supported, further research is warranted as results indicate the potential for using self-distancing approaches to increasing help-seeking among some people with depressive symptomatology.” 25
• EXAMPLE 3. Hypothesis-generating research to establish a framework for hypothesis testing (qualitative research)
• “We hypothesize that compassionate care is beneficial for patients (better outcomes), healthcare systems and payers (lower costs), and healthcare providers (lower burnout). ” 26
• Compassionomics is the branch of knowledge and scientific study of the effects of compassionate healthcare. Our main hypotheses are that compassionate healthcare is beneficial for (1) patients, by improving clinical outcomes, (2) healthcare systems and payers, by supporting financial sustainability, and (3) HCPs, by lowering burnout and promoting resilience and well-being. The purpose of this paper is to establish a scientific framework for testing the hypotheses above . If these hypotheses are confirmed through rigorous research, compassionomics will belong in the science of evidence-based medicine, with major implications for all healthcare domains.” 26
• EXAMPLE 4. Statistical hypothesis (quantitative research)
• - An assumption is made about the relationship among several population characteristics ( gender differences in sociodemographic and clinical characteristics of adults with ADHD ). Validity is tested by statistical experiment or analysis ( chi-square test, Students t-test, and logistic regression analysis)
• “Our research investigated gender differences in sociodemographic and clinical characteristics of adults with ADHD in a Japanese clinical sample. Due to unique Japanese cultural ideals and expectations of women's behavior that are in opposition to ADHD symptoms, we hypothesized that women with ADHD experience more difficulties and present more dysfunctions than men . We tested the following hypotheses: first, women with ADHD have more comorbidities than men with ADHD; second, women with ADHD experience more social hardships than men, such as having less full-time employment and being more likely to be divorced.” 27
• “Statistical Analysis
• ( text omitted ) Between-gender comparisons were made using the chi-squared test for categorical variables and Students t-test for continuous variables…( text omitted ). A logistic regression analysis was performed for employment status, marital status, and comorbidity to evaluate the independent effects of gender on these dependent variables.” 27

EXAMPLES OF HYPOTHESIS AS WRITTEN IN PUBLISHED ARTICLES IN RELATION TO OTHER PARTS

• EXAMPLE 1. Background, hypotheses, and aims are provided
• “Pregnant women need skilled care during pregnancy and childbirth, but that skilled care is often delayed in some countries …( text omitted ). The focused antenatal care (FANC) model of WHO recommends that nurses provide information or counseling to all pregnant women …( text omitted ). Job aids are visual support materials that provide the right kind of information using graphics and words in a simple and yet effective manner. When nurses are not highly trained or have many work details to attend to, these job aids can serve as a content reminder for the nurses and can be used for educating their patients (Jennings, Yebadokpo, Affo, & Agbogbe, 2010) ( text omitted ). Importantly, additional evidence is needed to confirm how job aids can further improve the quality of ANC counseling by health workers in maternal care …( text omitted )” 28
• “ This has led us to hypothesize that the quality of ANC counseling would be better if supported by job aids. Consequently, a better quality of ANC counseling is expected to produce higher levels of awareness concerning the danger signs of pregnancy and a more favorable impression of the caring behavior of nurses .” 28
• “This study aimed to examine the differences in the responses of pregnant women to a job aid-supported intervention during ANC visit in terms of 1) their understanding of the danger signs of pregnancy and 2) their impression of the caring behaviors of nurses to pregnant women in rural Tanzania.” 28
• EXAMPLE 2. Background, hypotheses, and aims are provided
• “We conducted a two-arm randomized controlled trial (RCT) to evaluate and compare changes in salivary cortisol and oxytocin levels of first-time pregnant women between experimental and control groups. The women in the experimental group touched and held an infant for 30 min (experimental intervention protocol), whereas those in the control group watched a DVD movie of an infant (control intervention protocol). The primary outcome was salivary cortisol level and the secondary outcome was salivary oxytocin level.” 29
• “ We hypothesize that at 30 min after touching and holding an infant, the salivary cortisol level will significantly decrease and the salivary oxytocin level will increase in the experimental group compared with the control group .” 29
• EXAMPLE 3. Background, aim, and hypothesis are provided
• “In countries where the maternal mortality ratio remains high, antenatal education to increase Birth Preparedness and Complication Readiness (BPCR) is considered one of the top priorities [1]. BPCR includes birth plans during the antenatal period, such as the birthplace, birth attendant, transportation, health facility for complications, expenses, and birth materials, as well as family coordination to achieve such birth plans. In Tanzania, although increasing, only about half of all pregnant women attend an antenatal clinic more than four times [4]. Moreover, the information provided during antenatal care (ANC) is insufficient. In the resource-poor settings, antenatal group education is a potential approach because of the limited time for individual counseling at antenatal clinics.” 30
• “This study aimed to evaluate an antenatal group education program among pregnant women and their families with respect to birth-preparedness and maternal and infant outcomes in rural villages of Tanzania.” 30
• “ The study hypothesis was if Tanzanian pregnant women and their families received a family-oriented antenatal group education, they would (1) have a higher level of BPCR, (2) attend antenatal clinic four or more times, (3) give birth in a health facility, (4) have less complications of women at birth, and (5) have less complications and deaths of infants than those who did not receive the education .” 30

Research questions and hypotheses are crucial components to any type of research, whether quantitative or qualitative. These questions should be developed at the very beginning of the study. Excellent research questions lead to superior hypotheses, which, like a compass, set the direction of research, and can often determine the successful conduct of the study. Many research studies have floundered because the development of research questions and subsequent hypotheses was not given the thought and meticulous attention needed. The development of research questions and hypotheses is an iterative process based on extensive knowledge of the literature and insightful grasp of the knowledge gap. Focused, concise, and specific research questions provide a strong foundation for constructing hypotheses which serve as formal predictions about the research outcomes. Research questions and hypotheses are crucial elements of research that should not be overlooked. They should be carefully thought of and constructed when planning research. This avoids unethical studies and poor outcomes by defining well-founded objectives that determine the design, course, and outcome of the study.

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

Author Contributions:

• Conceptualization: Barroga E, Matanguihan GJ.
• Methodology: Barroga E, Matanguihan GJ.
• Writing - original draft: Barroga E, Matanguihan GJ.
• Writing - review & editing: Barroga E, Matanguihan GJ.

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Home » What is a Hypothesis – Types, Examples and Writing Guide

What is a Hypothesis – Types, Examples and Writing Guide

Table of Contents

Definition:

Hypothesis is an educated guess or proposed explanation for a phenomenon, based on some initial observations or data. It is a tentative statement that can be tested and potentially proven or disproven through further investigation and experimentation.

Hypothesis is often used in scientific research to guide the design of experiments and the collection and analysis of data. It is an essential element of the scientific method, as it allows researchers to make predictions about the outcome of their experiments and to test those predictions to determine their accuracy.

Types of Hypothesis

Types of Hypothesis are as follows:

Research Hypothesis

A research hypothesis is a statement that predicts a relationship between variables. It is usually formulated as a specific statement that can be tested through research, and it is often used in scientific research to guide the design of experiments.

Null Hypothesis

The null hypothesis is a statement that assumes there is no significant difference or relationship between variables. It is often used as a starting point for testing the research hypothesis, and if the results of the study reject the null hypothesis, it suggests that there is a significant difference or relationship between variables.

Alternative Hypothesis

An alternative hypothesis is a statement that assumes there is a significant difference or relationship between variables. It is often used as an alternative to the null hypothesis and is tested against the null hypothesis to determine which statement is more accurate.

Directional Hypothesis

A directional hypothesis is a statement that predicts the direction of the relationship between variables. For example, a researcher might predict that increasing the amount of exercise will result in a decrease in body weight.

Non-directional Hypothesis

A non-directional hypothesis is a statement that predicts the relationship between variables but does not specify the direction. For example, a researcher might predict that there is a relationship between the amount of exercise and body weight, but they do not specify whether increasing or decreasing exercise will affect body weight.

Statistical Hypothesis

A statistical hypothesis is a statement that assumes a particular statistical model or distribution for the data. It is often used in statistical analysis to test the significance of a particular result.

Composite Hypothesis

A composite hypothesis is a statement that assumes more than one condition or outcome. It can be divided into several sub-hypotheses, each of which represents a different possible outcome.

Empirical Hypothesis

An empirical hypothesis is a statement that is based on observed phenomena or data. It is often used in scientific research to develop theories or models that explain the observed phenomena.

Simple Hypothesis

A simple hypothesis is a statement that assumes only one outcome or condition. It is often used in scientific research to test a single variable or factor.

Complex Hypothesis

A complex hypothesis is a statement that assumes multiple outcomes or conditions. It is often used in scientific research to test the effects of multiple variables or factors on a particular outcome.

Applications of Hypothesis

Hypotheses are used in various fields to guide research and make predictions about the outcomes of experiments or observations. Here are some examples of how hypotheses are applied in different fields:

• Science : In scientific research, hypotheses are used to test the validity of theories and models that explain natural phenomena. For example, a hypothesis might be formulated to test the effects of a particular variable on a natural system, such as the effects of climate change on an ecosystem.
• Medicine : In medical research, hypotheses are used to test the effectiveness of treatments and therapies for specific conditions. For example, a hypothesis might be formulated to test the effects of a new drug on a particular disease.
• Psychology : In psychology, hypotheses are used to test theories and models of human behavior and cognition. For example, a hypothesis might be formulated to test the effects of a particular stimulus on the brain or behavior.
• Sociology : In sociology, hypotheses are used to test theories and models of social phenomena, such as the effects of social structures or institutions on human behavior. For example, a hypothesis might be formulated to test the effects of income inequality on crime rates.
• Business : In business research, hypotheses are used to test the validity of theories and models that explain business phenomena, such as consumer behavior or market trends. For example, a hypothesis might be formulated to test the effects of a new marketing campaign on consumer buying behavior.
• Engineering : In engineering, hypotheses are used to test the effectiveness of new technologies or designs. For example, a hypothesis might be formulated to test the efficiency of a new solar panel design.

How to write a Hypothesis

Here are the steps to follow when writing a hypothesis:

Identify the Research Question

The first step is to identify the research question that you want to answer through your study. This question should be clear, specific, and focused. It should be something that can be investigated empirically and that has some relevance or significance in the field.

Conduct a Literature Review

Before writing your hypothesis, it’s essential to conduct a thorough literature review to understand what is already known about the topic. This will help you to identify the research gap and formulate a hypothesis that builds on existing knowledge.

Determine the Variables

The next step is to identify the variables involved in the research question. A variable is any characteristic or factor that can vary or change. There are two types of variables: independent and dependent. The independent variable is the one that is manipulated or changed by the researcher, while the dependent variable is the one that is measured or observed as a result of the independent variable.

Formulate the Hypothesis

Based on the research question and the variables involved, you can now formulate your hypothesis. A hypothesis should be a clear and concise statement that predicts the relationship between the variables. It should be testable through empirical research and based on existing theory or evidence.

Write the Null Hypothesis

The null hypothesis is the opposite of the alternative hypothesis, which is the hypothesis that you are testing. The null hypothesis states that there is no significant difference or relationship between the variables. It is important to write the null hypothesis because it allows you to compare your results with what would be expected by chance.

Refine the Hypothesis

After formulating the hypothesis, it’s important to refine it and make it more precise. This may involve clarifying the variables, specifying the direction of the relationship, or making the hypothesis more testable.

Examples of Hypothesis

Here are a few examples of hypotheses in different fields:

• Psychology : “Increased exposure to violent video games leads to increased aggressive behavior in adolescents.”
• Biology : “Higher levels of carbon dioxide in the atmosphere will lead to increased plant growth.”
• Sociology : “Individuals who grow up in households with higher socioeconomic status will have higher levels of education and income as adults.”
• Education : “Implementing a new teaching method will result in higher student achievement scores.”
• Marketing : “Customers who receive a personalized email will be more likely to make a purchase than those who receive a generic email.”
• Physics : “An increase in temperature will cause an increase in the volume of a gas, assuming all other variables remain constant.”
• Medicine : “Consuming a diet high in saturated fats will increase the risk of developing heart disease.”

Purpose of Hypothesis

The purpose of a hypothesis is to provide a testable explanation for an observed phenomenon or a prediction of a future outcome based on existing knowledge or theories. A hypothesis is an essential part of the scientific method and helps to guide the research process by providing a clear focus for investigation. It enables scientists to design experiments or studies to gather evidence and data that can support or refute the proposed explanation or prediction.

The formulation of a hypothesis is based on existing knowledge, observations, and theories, and it should be specific, testable, and falsifiable. A specific hypothesis helps to define the research question, which is important in the research process as it guides the selection of an appropriate research design and methodology. Testability of the hypothesis means that it can be proven or disproven through empirical data collection and analysis. Falsifiability means that the hypothesis should be formulated in such a way that it can be proven wrong if it is incorrect.

In addition to guiding the research process, the testing of hypotheses can lead to new discoveries and advancements in scientific knowledge. When a hypothesis is supported by the data, it can be used to develop new theories or models to explain the observed phenomenon. When a hypothesis is not supported by the data, it can help to refine existing theories or prompt the development of new hypotheses to explain the phenomenon.

When to use Hypothesis

Here are some common situations in which hypotheses are used:

• In scientific research , hypotheses are used to guide the design of experiments and to help researchers make predictions about the outcomes of those experiments.
• In social science research , hypotheses are used to test theories about human behavior, social relationships, and other phenomena.
• I n business , hypotheses can be used to guide decisions about marketing, product development, and other areas. For example, a hypothesis might be that a new product will sell well in a particular market, and this hypothesis can be tested through market research.

Characteristics of Hypothesis

Here are some common characteristics of a hypothesis:

• Testable : A hypothesis must be able to be tested through observation or experimentation. This means that it must be possible to collect data that will either support or refute the hypothesis.
• Falsifiable : A hypothesis must be able to be proven false if it is not supported by the data. If a hypothesis cannot be falsified, then it is not a scientific hypothesis.
• Clear and concise : A hypothesis should be stated in a clear and concise manner so that it can be easily understood and tested.
• Based on existing knowledge : A hypothesis should be based on existing knowledge and research in the field. It should not be based on personal beliefs or opinions.
• Specific : A hypothesis should be specific in terms of the variables being tested and the predicted outcome. This will help to ensure that the research is focused and well-designed.
• Tentative: A hypothesis is a tentative statement or assumption that requires further testing and evidence to be confirmed or refuted. It is not a final conclusion or assertion.
• Relevant : A hypothesis should be relevant to the research question or problem being studied. It should address a gap in knowledge or provide a new perspective on the issue.

Advantages of Hypothesis

Hypotheses have several advantages in scientific research and experimentation:

• Guides research: A hypothesis provides a clear and specific direction for research. It helps to focus the research question, select appropriate methods and variables, and interpret the results.
• Predictive powe r: A hypothesis makes predictions about the outcome of research, which can be tested through experimentation. This allows researchers to evaluate the validity of the hypothesis and make new discoveries.
• Facilitates communication: A hypothesis provides a common language and framework for scientists to communicate with one another about their research. This helps to facilitate the exchange of ideas and promotes collaboration.
• Efficient use of resources: A hypothesis helps researchers to use their time, resources, and funding efficiently by directing them towards specific research questions and methods that are most likely to yield results.
• Provides a basis for further research: A hypothesis that is supported by data provides a basis for further research and exploration. It can lead to new hypotheses, theories, and discoveries.
• Increases objectivity: A hypothesis can help to increase objectivity in research by providing a clear and specific framework for testing and interpreting results. This can reduce bias and increase the reliability of research findings.

Limitations of Hypothesis

Some Limitations of the Hypothesis are as follows:

• Limited to observable phenomena: Hypotheses are limited to observable phenomena and cannot account for unobservable or intangible factors. This means that some research questions may not be amenable to hypothesis testing.
• May be inaccurate or incomplete: Hypotheses are based on existing knowledge and research, which may be incomplete or inaccurate. This can lead to flawed hypotheses and erroneous conclusions.
• May be biased: Hypotheses may be biased by the researcher’s own beliefs, values, or assumptions. This can lead to selective interpretation of data and a lack of objectivity in research.
• Cannot prove causation: A hypothesis can only show a correlation between variables, but it cannot prove causation. This requires further experimentation and analysis.
• Limited to specific contexts: Hypotheses are limited to specific contexts and may not be generalizable to other situations or populations. This means that results may not be applicable in other contexts or may require further testing.
• May be affected by chance : Hypotheses may be affected by chance or random variation, which can obscure or distort the true relationship between variables.

About the author

Muhammad Hassan

Researcher, Academic Writer, Web developer

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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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Expert Advice on Developing a Hypothesis for Marketing Experimentation 

• Conversion Rate Optimization

Simbar Dube

Every marketing experimentation process has to have a solid hypothesis. 

That’s a must – unless you want to be roaming in the dark and heading towards a dead-end in your experimentation program.

Hypothesizing is the second phase of our SHIP optimization process here at Invesp.

It comes after we have completed the research phase. 

This is an indication that we don’t just pull a hypothesis out of thin air. We always make sure that it is based on research data. 

But having a research-backed hypothesis doesn’t mean that the hypothesis will always be correct. In fact, tons of hypotheses bear inconclusive results or get disproved. 

The main idea of having a hypothesis in marketing experimentation is to help you gain insights – regardless of the testing outcome. 

By the time you finish reading this article, you’ll know: 

• The essential tips on what to do when crafting a hypothesis for marketing experiments
• How a marketing experiment hypothesis works 

How experts develop a solid hypothesis

The basics: marketing experimentation hypothesis.

A hypothesis is a research-based statement that aims to explain an observed trend and create a solution that will improve the result. This statement is an educated, testable prediction about what will happen.

It has to be stated in declarative form and not as a question.

“ If we add magnification info, product video and making virtual mirror buttons, will that improve engagement? ” is not declarative, but “ Improving the experience of product pages by adding magnification info, product video and making virtual mirror buttons will increase engagement ” is.

Here’s a quick example of how a hypothesis should be phrased: 

• Replacing ___ with __ will increase [conversion goal] by [%], because:
• Removing ___ and __ will decrease [conversion goal] by [%], because:
• Changing ___ into __ will not affect [conversion goal], because:
• Improving  ___ by  ___will increase [conversion goal], because: 

As you can see from the above sentences, a good hypothesis is written in clear and simple language. Reading your hypothesis should tell your team members exactly what you thought was going to happen in an experiment.

Another important element of a good hypothesis is that it defines the variables in easy-to-measure terms, like who the participants are, what changes during the testing, and what the effect of the changes will be: 

Example : Let’s say this is our hypothesis: 

Displaying full look items on every “continue shopping & view your bag” pop-up and highlighting the value of having a full look will improve the visibility of a full look, encourage visitors to add multiple items from the same look and that will increase the average order value, quantity with cross-selling by 3% .

Who are the participants : 

Visitors. 

What changes during the testing : 

Displaying full look items on every “continue shopping & view your bag” pop-up and highlighting the value of having a full look…

What the effect of the changes will be:  

Will improve the visibility of a full look, encourage visitors to add multiple items from the same look and that will increase the average order value, quantity with cross-selling by 3% .

Don’t bite off more than you can chew! Answering some scientific questions can involve more than one experiment, each with its own hypothesis. so, you have to make sure your hypothesis is a specific statement relating to a single experiment.

How a Marketing Experimentation Hypothesis Works

Assuming that you have done conversion research and you have identified a list of issues ( UX or conversion-related problems) and potential revenue opportunities on the site. The next thing you’d want to do is to prioritize the issues and determine which issues will most impact the bottom line.

Having ranked the issues you need to test them to determine which solution works best. At this point, you don’t have a clear solution for the problems identified. So, to get better results and avoid wasting traffic on poor test designs, you need to make sure that your testing plan is guided. 

This is where a hypothesis comes into play. 

For each and every problem you’re aiming to address, you need to craft a hypothesis for it – unless the problem is a technical issue that can be solved right away without the need to hypothesize or test. 

One important thing you should note about an experimentation hypothesis is that it can be implemented in different ways.  

This means that one hypothesis can have four or five different tests as illustrated in the image above. Khalid Saleh , the Invesp CEO, explains: 

“There are several ways that can be used to support one single hypothesis. Each and every way is a possible test scenario. And that means you also have to prioritize the test design you want to start with. Ultimately the name of the game is you want to find the idea that has the biggest possible impact on the bottom line with the least amount of effort. We use almost 18 different metrics to score all of those.”

In one of the recent tests we launched after watching video recordings, viewing heatmaps, and conducting expert reviews, we noticed that:  

• Visitors were scrolling to the bottom of the page to fill out a calculator so as to get a free diet plan. 
• Brand is missing 
• Too many free diet plans – and this made it hard for visitors to choose and understand.  
• No value proposition on the page
• The copy didn’t mention the benefits of the paid program
• There was no clear CTA for the next action

To help you understand, let’s have a look at how the original page looked like before we worked on it: 

So our aim was to make the shopping experience seamless for visitors, make the page more appealing and not confusing. In order to do that, here is how we phrased the hypothesis for the page above: 

Improving the experience of optin landing pages by making the free offer accessible above the fold and highlighting the next action with a clear CTA and will increase the engagement on the offer and increase the conversion rate by 1%.

For this particular hypothesis, we had two design variations aligned to it:

The two above designs are different, but they are aligned to one hypothesis. This goes on to show how one hypothesis can be implemented in different ways. Looking at the two variations above – which one do you think won?

Yes, you’re right, V2 was the winner. 

Considering that there are many ways you can implement one hypothesis, so when you launch a test and it fails, it doesn’t necessarily mean that the hypothesis was wrong. Khalid adds:

“A single failure of a test doesn’t mean that the hypothesis is incorrect. Nine times out of ten it’s because of the way you’ve implemented the hypothesis. Look at the way you’ve coded and look at the copy you’ve used – you are more likely going to find something wrong with it. Always be open.” 

So there are three things you should keep in mind when it comes to marketing experimentation hypotheses: 

• It takes a while for this hypothesis to really fully test it.
• A single failure doesn’t necessarily mean that the hypothesis is incorrect.
• Whether a hypothesis is proved or disproved, you can still learn something about your users.

I know it’s never easy to develop a hypothesis that informs future testing – I mean it takes a lot of intense research behind the scenes, and tons of ideas to begin with. So, I reached out to six CRO experts for tips and advice to help you understand more about developing a solid hypothesis and what to include in it. 

Maurice   says that a solid hypothesis should have not more than one goal: 

Maurice Beerthuyzen – CRO/CXO Lead at ClickValue “Creating a hypothesis doesn’t begin at the hypothesis itself. It starts with research. What do you notice in your data, customer surveys, and other sources? Do you understand what happens on your website? When you notice an opportunity it is tempting to base one single A/B test on one hypothesis. Create hypothesis A and run a single test, and then move forward to the next test. With another hypothesis. But it is very rare that you solve your problem with only one hypothesis. Often a test provides several other questions. Questions which you can solve with running other tests. But based on that same hypothesis! We should not come up with a new hypothesis for every test. Another mistake that often happens is that we fill the hypothesis with multiple goals. Then we expect that the hypothesis will work on conversion rate, average order value, and/or Click Through Ratio. Of course, this is possible, but when you run your test, your hypothesis can only have one goal at once. And what if you have two goals? Just split the hypothesis then create a secondary hypothesis for your second goal. Every test has one primary goal. What if you find a winner on your secondary hypothesis? Rerun the test with the second hypothesis as the primary one.”

Jon believes that a strong hypothesis is built upon three pillars:

Jon MacDonald – President and Founder of The Good Respond to an established challenge – The challenge must have a strong background based on data, and the background should state an established challenge that the test is looking to address. Example: “Sign up form lacks proof of value, incorrectly assuming if users are on the page, they already want the product.” Propose a specific solution – What is the one, the single thing that is believed will address the stated challenge? Example: “Adding an image of the dashboard as a background to the signup form…”. State the assumed impact – The assumed impact should reference one specific, measurable optimization goal that was established prior to forming a hypothesis. Example: “…will increase signups.” So, if your hypothesis doesn’t have a specific, measurable goal like “will increase signups,” you’re not really stating a test hypothesis!”

Matt uses his own hypothesis builder to collate important data points into a single hypothesis. 

Matt Beischel – Founder of Corvus CRO Like Jon, Matt also breaks down his hypothesis writing process into three sections. Unlike Jon, Matt sections are: Comprehension Response Outcome I set it up so that the names neatly match the “CRO.” It’s a sort of “mad-libs” style fill-in-the-blank where each input is an important piece of information for building out a robust hypothesis. I consider these the minimum required data points for a good hypothesis; if you can’t completely fill out the form, then you don’t have a good hypothesis. Here’s a breakdown of each data point: Comprehension – Identifying something that can be improved upon Problem: “What is a problem we have?” Observation Method: “How did we identify the problem?” Response – Change that can cause improvement Variation: “What change do we think could solve the problem?” Location: “Where should the change occur?” Scope: “What are the conditions for the change?” Audience: “Who should the change affect?” Outcome – Measurable result of the change that determines the success Behavior Change : “What change in behavior are we trying to affect?” Primary KPI: “What is the important metric that determines business impact?” Secondary KPIs: “Other metrics that will help reinforce/refute the Primary KPI” Something else to consider is that I have a “user first” approach to formulating hypotheses. My process above is always considered within the context of how it would first benefit the user. Now, I do feel that a successful experiment should satisfy the needs of BOTH users and businesses, but always be in favor of the user. Notice that “Behavior Change” is the first thing listed in Outcome, not primary business KPI. Sure, at the end of the day you are working for the business’s best interests (both strategically and financially), but placing the user first will better inform your decision making and prioritization; there’s a reason that things like personas, user stories, surveys, session replays, reviews, etc. exist after all. A business-first ideology is how you end up with dark patterns and damaging brand credibility.”

One of the many mistakes that CROs make when writing a hypothesis is that they are focused on wins and not on insights. Shiva advises against this mindset:

Shiva Manjunath – Marketing Manager and CRO at Gartner “Test to learn, not test to win. It’s a very simple reframe of hypotheses but can have a magnitude of difference. Here’s an example: Test to Win Hypothesis: If I put a product video in the middle of the product page, I will improve add to cart rates and improve CVR. Test to Learn Hypothesis: If I put a product video on the product page, there will be high engagement with the video and it will positively influence traffic What you’re doing is framing your hypothesis, and test, in a particular way to learn as much as you can. That is where you gain marketing insights. The more you run ‘marketing insight’ tests, the more you will win. Why? The more you compound marketing insight learnings, your win velocity will start to increase as a proxy of the learnings you’ve achieved. Then, you’ll have a higher chance of winning in your tests – and the more you’ll be able to drive business results.”

Lorenzo  says it’s okay to focus on achieving a certain result as long as you are also getting an answer to: “Why is this event happening or not happening?”

Lorenzo Carreri – CRO Consultant “When I come up with a hypothesis for a new or iterative experiment, I always try to find an answer to a question. It could be something related to a problem people have or an opportunity to achieve a result or a way to learn something. The main question I want to answer is “Why is this event happening or not happening?” The question is driven by data, both qualitative and quantitative. The structure I use for stating my hypothesis is: From [data source], I noticed [this problem/opportunity] among [this audience of users] on [this page or multiple pages]. So I believe that by [offering this experiment solution], [this KPI] will [increase/decrease/stay the same].

Jakub Linowski says that hypotheses are meant to hold researchers accountable:

Jakub Linowski – Chief Editor of GoodUI “They do this by making your change and prediction more explicit. A typical hypothesis may be expressed as: If we change (X), then it will have some measurable effect (A). Unfortunately, this oversimplified format can also become a heavy burden to your experiment design with its extreme reductionism. However you decide to format your hypotheses, here are three suggestions for more flexibility to avoid limiting yourself. One Or More Changes To break out of the first limitation, we have to admit that our experiments may contain a single or multiple changes. Whereas the classic hypothesis encourages a single change or isolated variable, it’s not the only way we can run experiments. In the real world, it’s quite normal to see multiple design changes inside a single variation. One valid reason for doing this is when wishing to optimize a section of a website while aiming for a greater effect. As more positive changes compound together, there are times when teams decide to run bigger experiments. An experiment design (along with your hypotheses) therefore should allow for both single or multiple changes. One Or More Metrics A second limitation of many hypotheses is that they often ask us to only make a single prediction at a time. There are times when we might like to make multiple guesses or predictions to a set of metrics. A simple example of this might be a trade-off experiment with a guess of increased sales but decreased trial signups. Being able to express single or multiple metrics in our experimental designs should therefore be possible. Estimates, Directional Predictions, Or Unknowns Finally, traditional hypotheses also tend to force very simple directional predictions by asking us to guess whether something will increase or decrease. In reality, however, the fidelity of predictions can be higher or lower. On one hand, I’ve seen and made experiment estimations that contain specific numbers from prior data (ex: increase sales by 14%). While at other times it should also be acceptable to admit the unknown and leave the prediction blank. One example of this is when we are testing a completely novel idea without any prior data in a highly exploratory type of experiment. In such cases, it might be dishonest to make any sort of predictions and we should allow ourselves to express the unknown comfortably.”

Conclusion 

So there you have it! Before you jump on launching a test, start by making sure that your hypothesis is solid and backed by research. Ask yourself the questions below when crafting a hypothesis for marketing experimentation:

• Is the hypothesis backed by research?
• Can the hypothesis be tested?
• Does the hypothesis provide insights?
• Does the hypothesis set the expectation that there will be an explanation behind the results of whatever you’re testing?

Don’t worry! Hypothesizing may seem like a very complicated process, but it’s not complicated in practice especially when you have done proper research.

If you enjoyed reading this article and you’d love to get the best CRO content – delivered by the best experts in the industry – straight to your inbox, every week. Please subscribe here .

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• How to Write a Strong Hypothesis | Guide & Examples

How to Write a Strong Hypothesis | Guide & Examples

Published on 6 May 2022 by Shona McCombes .

A hypothesis is a statement that can be tested by scientific research. If you want to test a relationship between two or more variables, you need to write hypotheses before you start your experiment or data collection.

Table of contents

What is a hypothesis, developing a hypothesis (with example), hypothesis examples, frequently asked questions about writing hypotheses.

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).

Variables in hypotheses

Hypotheses propose a relationship between two or more variables . An independent variable is something the researcher changes or controls. A dependent variable is something the researcher observes and measures.

In this example, the independent variable is exposure to the sun – the assumed cause . The dependent variable is the level of happiness – the assumed effect .

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Step 1: ask a question.

Writing a hypothesis begins with a research question that you want to answer. The question should be focused, specific, and researchable within the constraints of your project.

Step 2: Do some preliminary research

Your initial answer to the question should be based on what is already known about the topic. Look for theories and previous studies to help you form educated assumptions about what your research will find.

At this stage, you might construct a conceptual framework to identify which variables you will study and what you think the relationships are between them. Sometimes, you’ll have to operationalise more complex constructs.

Step 3: Formulate your hypothesis

Now you should have some idea of what you expect to find. Write your initial answer to the question in a clear, concise sentence.

Step 4: Refine your hypothesis

You need to make sure your hypothesis is specific and testable. There are various ways of phrasing a hypothesis, but all the terms you use should have clear definitions, and the hypothesis should contain:

• The relevant variables
• The specific group being studied
• The predicted outcome of the experiment or analysis

Step 5: Phrase your hypothesis in three ways

To identify the variables, you can write a simple prediction in if … then form. The first part of the sentence states the independent variable and the second part states the dependent variable.

In academic research, hypotheses are more commonly phrased in terms of correlations or effects, where you directly state the predicted relationship between variables.

If you are comparing two groups, the hypothesis can state what difference you expect to find between them.

Step 6. Write a null hypothesis

If your research involves statistical hypothesis testing , you will also have to write a null hypothesis. The null hypothesis is the default position that there is no association between the variables. The null hypothesis is written as H 0 , while the alternative hypothesis is H 1 or H a .

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 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).

A research hypothesis is your proposed answer to your research question. The research hypothesis usually includes an explanation (‘ x affects y because …’).

A statistical hypothesis, on the other hand, is a mathematical statement about a population parameter. Statistical hypotheses always come in pairs: the null and alternative hypotheses. In a well-designed study , the statistical hypotheses correspond logically to the research hypothesis.

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What is a Research Hypothesis: How to Write it, Types, and Examples

Any research begins with a research question and a research hypothesis . A research question alone may not suffice to design the experiment(s) needed to answer it. A hypothesis is central to the scientific method. But what is a hypothesis ? A hypothesis is a testable statement that proposes a possible explanation to a phenomenon, and it may include a prediction. Next, you may ask what is a research hypothesis ? Simply put, a research hypothesis is a prediction or educated guess about the relationship between the variables that you want to investigate.  

It is important to be thorough when developing your research hypothesis. Shortcomings in the framing of a hypothesis can affect the study design and the results. A better understanding of the research hypothesis definition and characteristics of a good hypothesis will make it easier for you to develop your own hypothesis for your research. Let’s dive in to know more about the types of research hypothesis , how to write a research hypothesis , and some research hypothesis examples .  

Table of Contents

What is a hypothesis ?  

A hypothesis is based on the existing body of knowledge in a study area. Framed before the data are collected, a hypothesis states the tentative relationship between independent and dependent variables, along with a prediction of the outcome.  

What is a research hypothesis ?  

Young researchers starting out their journey are usually brimming with questions like “ What is a hypothesis ?” “ What is a research hypothesis ?” “How can I write a good research hypothesis ?”   

A research hypothesis is a statement that proposes a possible explanation for an observable phenomenon or pattern. It guides the direction of a study and predicts the outcome of the investigation. A research hypothesis is testable, i.e., it can be supported or disproven through experimentation or observation.     

Characteristics of a good hypothesis  

Here are the characteristics of a good hypothesis :  

• Clearly formulated and free of language errors and ambiguity  
• Concise and not unnecessarily verbose  
• Has clearly defined variables  
• Testable and stated in a way that allows for it to be disproven  
• Can be tested using a research design that is feasible, ethical, and practical   
• Specific and relevant to the research problem  
• Rooted in a thorough literature search  
• Can generate new knowledge or understanding.  

How to create an effective research hypothesis  

A study begins with the formulation of a research question. A researcher then performs background research. This background information forms the basis for building a good research hypothesis . The researcher then performs experiments, collects, and analyzes the data, interprets the findings, and ultimately, determines if the findings support or negate the original hypothesis.  

Let’s look at each step for creating an effective, testable, and good research hypothesis :  

• Identify a research problem or question: Start by identifying a specific research problem.   
• Review the literature: Conduct an in-depth review of the existing literature related to the research problem to grasp the current knowledge and gaps in the field.   
• Formulate a clear and testable hypothesis : Based on the research question, use existing knowledge to form a clear and testable hypothesis . The hypothesis should state a predicted relationship between two or more variables that can be measured and manipulated. Improve the original draft till it is clear and meaningful.  
• State the null hypothesis: The null hypothesis is a statement that there is no relationship between the variables you are studying.   
• Define the population and sample: Clearly define the population you are studying and the sample you will be using for your research.  
• Select appropriate methods for testing the hypothesis: Select appropriate research methods, such as experiments, surveys, or observational studies, which will allow you to test your research hypothesis .  

Remember that creating a research hypothesis is an iterative process, i.e., you might have to revise it based on the data you collect. You may need to test and reject several hypotheses before answering the research problem.  

How to write a research hypothesis  

When you start writing a research hypothesis , you use an “if–then” statement format, which states the predicted relationship between two or more variables. Clearly identify the independent variables (the variables being changed) and the dependent variables (the variables being measured), as well as the population you are studying. Review and revise your hypothesis as needed.  

An example of a research hypothesis in this format is as follows:  

“ If [athletes] follow [cold water showers daily], then their [endurance] increases.”  

Population: athletes  

Independent variable: daily cold water showers  

Dependent variable: endurance  

You may have understood the characteristics of a good hypothesis . But note that a research hypothesis is not always confirmed; a researcher should be prepared to accept or reject the hypothesis based on the study findings.  

Research hypothesis checklist  

Following from above, here is a 10-point checklist for a good research hypothesis :  

• Testable: A research hypothesis should be able to be tested via experimentation or observation.  
• Specific: A research hypothesis should clearly state the relationship between the variables being studied.  
• Based on prior research: A research hypothesis should be based on existing knowledge and previous research in the field.  
• Falsifiable: A research hypothesis should be able to be disproven through testing.  
• Clear and concise: A research hypothesis should be stated in a clear and concise manner.  
• Logical: A research hypothesis should be logical and consistent with current understanding of the subject.  
• Relevant: A research hypothesis should be relevant to the research question and objectives.  
• Feasible: A research hypothesis should be feasible to test within the scope of the study.  
• Reflects the population: A research hypothesis should consider the population or sample being studied.  
• Uncomplicated: A good research hypothesis is written in a way that is easy for the target audience to understand.  

By following this research hypothesis checklist , you will be able to create a research hypothesis that is strong, well-constructed, and more likely to yield meaningful results.  

Types of research hypothesis  

Different types of research hypothesis are used in scientific research:  

1. Null hypothesis:

A null hypothesis states that there is no change in the dependent variable due to changes to the independent variable. This means that the results are due to chance and are not significant. A null hypothesis is denoted as H0 and is stated as the opposite of what the alternative hypothesis states.   

Example: “ The newly identified virus is not zoonotic .”  

2. Alternative hypothesis:

This states that there is a significant difference or relationship between the variables being studied. It is denoted as H1 or Ha and is usually accepted or rejected in favor of the null hypothesis.  

Example: “ The newly identified virus is zoonotic .”  

3. Directional hypothesis :

This specifies the direction of the relationship or difference between variables; therefore, it tends to use terms like increase, decrease, positive, negative, more, or less.   

Example: “ The inclusion of intervention X decreases infant mortality compared to the original treatment .”   

4. Non-directional hypothesis:

While it does not predict the exact direction or nature of the relationship between the two variables, a non-directional hypothesis states the existence of a relationship or difference between variables but not the direction, nature, or magnitude of the relationship. A non-directional hypothesis may be used when there is no underlying theory or when findings contradict previous research.  

Example, “ Cats and dogs differ in the amount of affection they express .”  

5. Simple hypothesis :

A simple hypothesis only predicts the relationship between one independent and another independent variable.  

Example: “ Applying sunscreen every day slows skin aging .”  

6 . Complex hypothesis :

A complex hypothesis states the relationship or difference between two or more independent and dependent variables.   

Example: “ Applying sunscreen every day slows skin aging, reduces sun burn, and reduces the chances of skin cancer .” (Here, the three dependent variables are slowing skin aging, reducing sun burn, and reducing the chances of skin cancer.)  

7. Associative hypothesis:  

An associative hypothesis states that a change in one variable results in the change of the other variable. The associative hypothesis defines interdependency between variables.  

Example: “ There is a positive association between physical activity levels and overall health .”  

8 . Causal hypothesis:

A causal hypothesis proposes a cause-and-effect interaction between variables.  

Example: “ Long-term alcohol use causes liver damage .”  

Note that some of the types of research hypothesis mentioned above might overlap. The types of hypothesis chosen will depend on the research question and the objective of the study.  

Research hypothesis examples  

Here are some good research hypothesis examples :  

“The use of a specific type of therapy will lead to a reduction in symptoms of depression in individuals with a history of major depressive disorder.”  

“Providing educational interventions on healthy eating habits will result in weight loss in overweight individuals.”  

“Plants that are exposed to certain types of music will grow taller than those that are not exposed to music.”  

“The use of the plant growth regulator X will lead to an increase in the number of flowers produced by plants.”  

Characteristics that make a research hypothesis weak are unclear variables, unoriginality, being too general or too vague, and being untestable. A weak hypothesis leads to weak research and improper methods.   

Some bad research hypothesis examples (and the reasons why they are “bad”) are as follows:  

“This study will show that treatment X is better than any other treatment . ” (This statement is not testable, too broad, and does not consider other treatments that may be effective.)  

“This study will prove that this type of therapy is effective for all mental disorders . ” (This statement is too broad and not testable as mental disorders are complex and different disorders may respond differently to different types of therapy.)  

“Plants can communicate with each other through telepathy . ” (This statement is not testable and lacks a scientific basis.)  

Importance of testable hypothesis  

If a research hypothesis is not testable, the results will not prove or disprove anything meaningful. The conclusions will be vague at best. A testable hypothesis helps a researcher focus on the study outcome and understand the implication of the question and the different variables involved. A testable hypothesis helps a researcher make precise predictions based on prior research.  

To be considered testable, there must be a way to prove that the hypothesis is true or false; further, the results of the hypothesis must be reproducible.  

Frequently Asked Questions (FAQs) on research hypothesis  

1. What is the difference between research question and research hypothesis ?  

A research question defines the problem and helps outline the study objective(s). It is an open-ended statement that is exploratory or probing in nature. Therefore, it does not make predictions or assumptions. It helps a researcher identify what information to collect. A research hypothesis , however, is a specific, testable prediction about the relationship between variables. Accordingly, it guides the study design and data analysis approach.

2. When to reject null hypothesis ?

A null hypothesis should be rejected when the evidence from a statistical test shows that it is unlikely to be true. This happens when the test statistic (e.g., p -value) is less than the defined significance level (e.g., 0.05). Rejecting the null hypothesis does not necessarily mean that the alternative hypothesis is true; it simply means that the evidence found is not compatible with the null hypothesis.  

3. How can I be sure my hypothesis is testable?  

A testable hypothesis should be specific and measurable, and it should state a clear relationship between variables that can be tested with data. To ensure that your hypothesis is testable, consider the following:  

• Clearly define the key variables in your hypothesis. You should be able to measure and manipulate these variables in a way that allows you to test the hypothesis.  
• The hypothesis should predict a specific outcome or relationship between variables that can be measured or quantified.   
• You should be able to collect the necessary data within the constraints of your study.  
• It should be possible for other researchers to replicate your study, using the same methods and variables.   
• Your hypothesis should be testable by using appropriate statistical analysis techniques, so you can draw conclusions, and make inferences about the population from the sample data.  
• The hypothesis should be able to be disproven or rejected through the collection of data.  

4. How do I revise my research hypothesis if my data does not support it?  

If your data does not support your research hypothesis , you will need to revise it or develop a new one. You should examine your data carefully and identify any patterns or anomalies, re-examine your research question, and/or revisit your theory to look for any alternative explanations for your results. Based on your review of the data, literature, and theories, modify your research hypothesis to better align it with the results you obtained. Use your revised hypothesis to guide your research design and data collection. It is important to remain objective throughout the process.  

5. I am performing exploratory research. Do I need to formulate a research hypothesis?  

As opposed to “confirmatory” research, where a researcher has some idea about the relationship between the variables under investigation, exploratory research (or hypothesis-generating research) looks into a completely new topic about which limited information is available. Therefore, the researcher will not have any prior hypotheses. In such cases, a researcher will need to develop a post-hoc hypothesis. A post-hoc research hypothesis is generated after these results are known.  

6. How is a research hypothesis different from a research question?

A research question is an inquiry about a specific topic or phenomenon, typically expressed as a question. It seeks to explore and understand a particular aspect of the research subject. In contrast, a research hypothesis is a specific statement or prediction that suggests an expected relationship between variables. It is formulated based on existing knowledge or theories and guides the research design and data analysis.

7. Can a research hypothesis change during the research process?

Yes, research hypotheses can change during the research process. As researchers collect and analyze data, new insights and information may emerge that require modification or refinement of the initial hypotheses. This can be due to unexpected findings, limitations in the original hypotheses, or the need to explore additional dimensions of the research topic. Flexibility is crucial in research, allowing for adaptation and adjustment of hypotheses to align with the evolving understanding of the subject matter.

8. How many hypotheses should be included in a research study?

The number of research hypotheses in a research study varies depending on the nature and scope of the research. It is not necessary to have multiple hypotheses in every study. Some studies may have only one primary hypothesis, while others may have several related hypotheses. The number of hypotheses should be determined based on the research objectives, research questions, and the complexity of the research topic. It is important to ensure that the hypotheses are focused, testable, and directly related to the research aims.

9. Can research hypotheses be used in qualitative research?

Yes, research hypotheses can be used in qualitative research, although they are more commonly associated with quantitative research. In qualitative research, hypotheses may be formulated as tentative or exploratory statements that guide the investigation. Instead of testing hypotheses through statistical analysis, qualitative researchers may use the hypotheses to guide data collection and analysis, seeking to uncover patterns, themes, or relationships within the qualitative data. The emphasis in qualitative research is often on generating insights and understanding rather than confirming or rejecting specific research hypotheses through statistical testing.

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Hypothesis: definition and guide

Hypothesis: this article explains the concept of hypothesis in a practical way. The article begins with the definition of this term, followed by a general explanation of hypotheses and when they are used. You will also find a step-by-step plan. Enjoy reading!

What is a Hypothesis?

Definition of hypothesis.

A hypothesis is a preliminary statement that is made before conducting a study. It serves as a possible explanation for the phenomenon under investigation, or as an expectation of the results that will be obtained during the investigation.

Hypotheses are used in various types of research, such as experiments, correlation studies, or observational studies .

Why are hypotheses used in scientific research?

It is used because they often play a vital role in scientific investigations. That is for the following reasons:

Direction and focus

It provides direction and focus for the researchers. It helps them to develop specific questions and to formulate targeted research goals.

Testability

It must be testable, meaning it can be tested and supported or tested and disproved through empirical evidence. This contributes to the validity of the research.

Predictive ability

It makes a prediction about the expected results. This ensures that researchers can better anticipate possible outcomes. It also helps to interpret their findings in relation to the expectations set.

Formulating a hypothesis helps to structure the research process.

That includes designing experiments, collecting data and analyzing the results. It also provides a framework for drawing conclusions and guiding researchers in making difficult decisions during research.

Examples of hypotheses

Below you will find some examples of hypotheses.

Suppose a researcher is interested in investigating the effects of exercise on individuals’ moods. A hypothesis could then be: regular exercise leads to an improvement in the mood of the participants.

Suppose another researcher investigates whether listening to music while studying has an effect on the student’s learning ability. A hypothesis could then be: students who regularly listen to soothing music while studying will experience an improved learning ability compared to the students who study in silence.

Suppose a researcher is interested in investigating the effects of caffeine on performing a particular task. A hypothesis could then be: consuming caffeine before performing a certain task will lead to an increased concentration compared to the participants who don’t consume caffeine.

The above examples are merely hypothetical situations and are not based on existing data or real studies. When formulating a hypothesis, it is important to refer to existing literature and studies to support the hypothesis. You can read more about that in this article.

Research Methods For Business Students Course A-Z guide to writing a rockstar Research Paper with a bulletproof Research Methodology!   More information

Null Hypotheses and Alternative Hypotheses

In the context of statistical research, null hypotheses (H0) and alternative hypotheses (H1 or Ha) are used to formulate various possible outcomes or explanations of a study.

The main difference between the two is the direction of the claim they represent.

Null Hypotheses (H0)

A null hypothesis is a statement that states that there is no significant relationship or difference between the variables under investigation.

It is often phrased as a “no effect” or “no difference” statement. The null hypotheses are usually tested to see if they can be disproved using empirical evidence.

For example: H0: There is no difference in the mean scores of group A and group B.

Alternative hypotheses (H1 or Ha)

An alternative hypothesis is a statement that there is a significant relationship or difference between the variables under investigation.

It can take different forms depending on the researcher’s specific assumptions or expectations. It represents the opposite statement of the null hypotheses and is formulated to explore alternative explanations or outcomes.

For example: H1: There is a significant difference in the mean scores of group A and group B.

The purpose of formulating null and alternative hypotheses is to make a clear prediction about the expected outcomes of a study and then test these predictions using statistical analysis.

Step-by-step plan for formulating a hypothesis

The steps that one should take in the process of formulating a hypothesis are as follows:

• Identify research area and research question
• Gather information
• Identify variables
• Formulate a preliminary hypothesis
• Formulate the null and the alternative hypothesis
• Consider research methods

Figure 1 – Steps to formulate a hypothesis

Step 1: identify research area and research question

Start by identifying the specific area of research you are interested in.

Then formulate a clear research question that you want to answer with your research. The research question must be specific, measurable and relevant.

Example: Research area: exercise and stress level in students Research question: does regular exercise reduce stress in students?

Step 2: gather background information

Conduct a literature study to gather existing knowledge on the topic.

Read relevant scientific articles, books, research papers, and other resources to gain insight into existing theories, findings, and debates related to your topic.

This helps to lay a foundation and understand which variables are relevant to your research.

Example: Conduct a literature study to learn more about the relationship between exercise and stress levels in college students.

You might discover, for example, that exercise can help reduce stress and promote mental well-being.

Step 3: identify the independent and dependent variables

Determine the variables you want to investigate and define them clearly.

The independent variable is the factor that you suspect has an effect on the dependent variable.

The dependent variable is the result or outcome that is affected by the independent variable.

Example: Independent variable: physical activity (e.g. number of weekly sports activities) Dependent variable: stress level (measured, for example, using a standardized stress questionnaire)

Step 4: formulate a preliminary hypothesis

Based on your literature review and knowledge of the subject, you formulate a preliminary hypothesis that reflects your expectations or predictions.

The hypothesis must represent a relationship or difference between the independent and dependent variables. Make sure the hypothesis is falsifiable and that your prediction is specific enough to be tested. Example: Preliminary hypothesis: regular exercise leads to a reduction in stress levels in students.

Step 5: formulate the null hypothesis and the alternative hypothesis

The null hypothesis (H0) states that there is no significant relationship or difference between the variables. The alternative hypothesis (H1 or Ha) states that there is a significant relationship or difference.

Formulate both hypotheses in a clear and concise manner.

Example: Null hypothesis (H0): there is no significant difference in stress levels between students who exercise regularly and those who do not. Alternative hypothesis (H1): students who exercise regularly show a significantly lower stress level than students who do not.

Step 6: consider the research method

Consider which research method is best suited to test your hypothesis. This can range from experiments to observational studies, surveys or other methods.

Think about the necessary data collection techniques and analysis methods needed to test your hypothesis.

Example: You might decide to conduct an observational study in which students are divided into two groups: a group that does regular physical activity and a group that does not.

Now it’s your turn

What do you think? Do you recognize the explanation of the hypothesis? Have you ever formulated one for research, such as a thesis? What do you think are important features of a good hypothesis? What do you find difficult? Were you familiar with the differences between a null and an alternative hypothesis? Do you have tips or other comments?

Share your experience and knowledge in the comments box below.

More information

• Barick, R. (2021). Research Methods For Business Students . Retrieved 02/16/2024 from Udemy.
• Hartwick, J., & Barki, H. (1994). Hypothesis testing and hypothesis generating research: An example from the user participation literature . Information Systems Research, 5(4), 446-449.
• Toledo, A. H., Flikkema, R., & Toledo-Pereyra, L. H. (2011). Developing the research hypothesis . Journal of Investigative Surgery , 24(5), 191-194.
• Verhoeven, N. (2007). Doing research . The Hows and Whys of Applied Research.

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Ben Janse is a young professional working at ToolsHero as Content Manager. He is also an International Business student at Rotterdam Business School where he focusses on analyzing and developing management models. Thanks to his theoretical and practical knowledge, he knows how to distinguish main- and side issues and to make the essence of each article clearly visible.

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How Do You Formulate (Important) Hypotheses?

• Open Access
• First Online: 03 December 2022

Cite this chapter

You have full access to this open access chapter

• James Hiebert 6 ,
• Jinfa Cai 7 ,
• Stephen Hwang 7 ,
• Anne K Morris 6 &
• Charles Hohensee 6  

Part of the book series: Research in Mathematics Education ((RME))

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Building on the ideas in Chap. 1, we describe formulating, testing, and revising hypotheses as a continuing cycle of clarifying what you want to study, making predictions about what you might find together with developing your reasons for these predictions, imagining tests of these predictions, revising your predictions and rationales, and so on. Many resources feed this process, including reading what others have found about similar phenomena, talking with colleagues, conducting pilot studies, and writing drafts as you revise your thinking. Although you might think you cannot predict what you will find, it is always possible—with enough reading and conversations and pilot studies—to make some good guesses. And, once you guess what you will find and write out the reasons for these guesses you are on your way to scientific inquiry. As you refine your hypotheses, you can assess their research importance by asking how connected they are to problems your research community really wants to solve.

You have full access to this open access chapter,  Download chapter PDF

Part I. Getting Started

We want to begin by addressing a question you might have had as you read the title of this chapter. You are likely to hear, or read in other sources, that the research process begins by asking research questions . For reasons we gave in Chap. 1 , and more we will describe in this and later chapters, we emphasize formulating, testing, and revising hypotheses. However, it is important to know that asking and answering research questions involve many of the same activities, so we are not describing a completely different process.

We acknowledge that many researchers do not actually begin by formulating hypotheses. In other words, researchers rarely get a researchable idea by writing out a well-formulated hypothesis. Instead, their initial ideas for what they study come from a variety of sources. Then, after they have the idea for a study, they do lots of background reading and thinking and talking before they are ready to formulate a hypothesis. So, for readers who are at the very beginning and do not yet have an idea for a study, let’s back up. Where do research ideas come from?

There are no formulas or algorithms that spawn a researchable idea. But as you begin the process, you can ask yourself some questions. Your answers to these questions can help you move forward.

What are you curious about? What are you passionate about? What have you wondered about as an educator? These are questions that look inward, questions about yourself.

What do you think are the most pressing educational problems? Which problems are you in the best position to address? What change(s) do you think would help all students learn more productively? These are questions that look outward, questions about phenomena you have observed.

What are the main areas of research in the field? What are the big questions that are being asked? These are questions about the general landscape of the field.

What have you read about in the research literature that caught your attention? What have you read that prompted you to think about extending the profession’s knowledge about this? What have you read that made you ask, “I wonder why this is true?” These are questions about how you can build on what is known in the field.

What are some research questions or testable hypotheses that have been identified by other researchers for future research? This, too, is a question about how you can build on what is known in the field. Taking up such questions or hypotheses can help by providing some existing scaffolding that others have constructed.

What research is being done by your immediate colleagues or your advisor that is of interest to you? These are questions about topics for which you will likely receive local support.

Exercise 2.1

Brainstorm some answers for each set of questions. Record them. Then step back and look at the places of intersection. Did you have similar answers across several questions? Write out, as clearly as you can, the topic that captures your primary interest, at least at this point. We will give you a chance to update your responses as you study this book.

Part II. Paths from a General Interest to an Informed Hypothesis

There are many different paths you might take from conceiving an idea for a study, maybe even a vague idea, to formulating a prediction that leads to an informed hypothesis that can be tested. We will explore some of the paths we recommend.

We will assume you have completed Exercise 2.1 in Part I and have some written answers to the six questions that preceded it as well as a statement that describes your topic of interest. This very first statement could take several different forms: a description of a problem you want to study, a question you want to address, or a hypothesis you want to test. We recommend that you begin with one of these three forms, the one that makes most sense to you. There is an advantage to using all three and flexibly choosing the one that is most meaningful at the time and for a particular study. You can then move from one to the other as you think more about your research study and you develop your initial idea. To get a sense of how the process might unfold, consider the following alternative paths.

Beginning with a Prediction If You Have One

Sometimes, when you notice an educational problem or have a question about an educational situation or phenomenon, you quickly have an idea that might help solve the problem or answer the question. Here are three examples.

You are a teacher, and you noticed a problem with the way the textbook presented two related concepts in two consecutive lessons. Almost as soon as you noticed the problem, it occurred to you that the two lessons could be taught more effectively in the reverse order. You predicted better outcomes if the order was reversed, and you even had a preliminary rationale for why this would be true.

You are a graduate student and you read that students often misunderstand a particular aspect of graphing linear functions. You predicted that, by listening to small groups of students working together, you could hear new details that would help you understand this misconception.

You are a curriculum supervisor and you observed sixth-grade classrooms where students were learning about decimal fractions. After talking with several experienced teachers, you predicted that beginning with percentages might be a good way to introduce students to decimal fractions.

We begin with the path of making predictions because we see the other two paths as leading into this one at some point in the process (see Fig. 2.1 ). Starting with this path does not mean you did not sense a problem you wanted to solve or a question you wanted to answer.

Three Pathways to Formulating Informed Hypotheses

Notice that your predictions can come from a variety of sources—your own experience, reading, and talking with colleagues. Most likely, as you write out your predictions you also think about the educational problem for which your prediction is a potential solution. Writing a clear description of the problem will be useful as you proceed. Notice also that it is easy to change each of your predictions into a question. When you formulate a prediction, you are actually answering a question, even though the question might be implicit. Making that implicit question explicit can generate a first draft of the research question that accompanies your prediction. For example, suppose you are the curriculum supervisor who predicts that teaching percentages first would be a good way to introduce decimal fractions. In an obvious shift in form, you could ask, “In what ways would teaching percentages benefit students’ initial learning of decimal fractions?”

There are advantages to starting with the prediction form if you can make an educated guess about what you will find. Making a prediction forces you to think now about several things you will need to think about at some point anyway. It is better to think about them earlier rather than later. If you state your prediction clearly and explicitly, you can begin to ask yourself three questions about your prediction: Why do I expect to observe what I am predicting? Why did I make that prediction? (These two questions essentially ask what your rationale is for your prediction.) And, how can I test to see if it’s right? This is where the benefits of making predictions begin.

Asking yourself why you predicted what you did, and then asking yourself why you answered the first “why” question as you did, can be a powerful chain of thought that lays the groundwork for an increasingly accurate prediction and an increasingly well-reasoned rationale. For example, suppose you are the curriculum supervisor above who predicted that beginning by teaching percentages would be a good way to introduce students to decimal fractions. Why did you make this prediction? Maybe because students are familiar with percentages in everyday life so they could use what they know to anchor their thinking about hundredths. Why would that be helpful? Because if students could connect hundredths in percentage form with hundredths in decimal fraction form, they could bring their meaning of percentages into decimal fractions. But how would that help? If students understood that a decimal fraction like 0.35 meant 35 of 100, then they could use their understanding of hundredths to explore the meaning of tenths, thousandths, and so on. Why would that be useful? By continuing to ask yourself why you gave the previous answer, you can begin building your rationale and, as you build your rationale, you will find yourself revisiting your prediction, often making it more precise and explicit. If you were the curriculum supervisor and continued the reasoning in the previous sentences, you might elaborate your prediction by specifying the way in which percentages should be taught in order to have a positive effect on particular aspects of students’ understanding of decimal fractions.

Developing a Rationale for Your Predictions

Keeping your initial predictions in mind, you can read what others already know about the phenomenon. Your reading can now become targeted with a clear purpose.

By reading and talking with colleagues, you can develop more complete reasons for your predictions. It is likely that you will also decide to revise your predictions based on what you learn from your reading. As you develop sound reasons for your predictions, you are creating your rationales, and your predictions together with your rationales become your hypotheses. The more you learn about what is already known about your research topic, the more refined will be your predictions and the clearer and more complete your rationales. We will use the term more informed hypotheses to describe this evolution of your hypotheses.

Developing more informed hypotheses is a good thing because it means: (1) you understand the reasons for your predictions; (2) you will be able to imagine how you can test your hypotheses; (3) you can more easily convince your colleagues that they are important hypotheses—they are hypotheses worth testing; and (4) at the end of your study, you will be able to more easily interpret the results of your test and to revise your hypotheses to demonstrate what you have learned by conducting the study.

Imagining Testing Your Hypotheses

Because we have tied together predictions and rationales to constitute hypotheses, testing hypotheses means testing predictions and rationales. Testing predictions means comparing empirical observations, or findings, with the predictions. Testing rationales means using these comparisons to evaluate the adequacy or soundness of the rationales.

Imagining how you might test your hypotheses does not mean working out the details for exactly how you would test them. Rather, it means thinking ahead about how you could do this. Recall the descriptor of scientific inquiry: “experience carefully planned in advance” (Fisher, 1935). Asking whether predictions are testable and whether rationales can be evaluated is simply planning in advance.

You might read that testing hypotheses means simply assessing whether predictions are correct or incorrect. In our view, it is more useful to think of testing as a means of gathering enough information to compare your findings with your predictions, revise your rationales, and propose more accurate predictions. So, asking yourself whether hypotheses can be tested means asking whether information could be collected to assess the accuracy of your predictions and whether the information will show you how to revise your rationales to sharpen your predictions.

Cycles of Building Rationales and Planning to Test Your Predictions

Scientific reasoning is a dialogue between the possible and the actual, an interplay between hypotheses and the logical expectations they give rise to: there is a restless to-and-fro motion of thought, the formulation and rectification of hypotheses (Medawar, 1982 , p.72).

As you ask yourself about how you could test your predictions, you will inevitably revise your rationales and sharpen your predictions. Your hypotheses will become more informed, more targeted, and more explicit. They will make clearer to you and others what, exactly, you plan to study.

When will you know that your hypotheses are clear and precise enough? Because of the way we define hypotheses, this question asks about both rationales and predictions. If a rationale you are building lets you make a number of quite different predictions that are equally plausible rather than a single, primary prediction, then your hypothesis needs further refinement by building a more complete and precise rationale. Also, if you cannot briefly describe to your colleagues a believable way to test your prediction, then you need to phrase it more clearly and precisely.

Each time you strengthen your rationales, you might need to adjust your predictions. And, each time you clarify your predictions, you might need to adjust your rationales. The cycle of going back and forth to keep your predictions and rationales tightly aligned has many payoffs down the road. Every decision you make from this point on will be in the interests of providing a transparent and convincing test of your hypotheses and explaining how the results of your test dictate specific revisions to your hypotheses. As you make these decisions (described in the succeeding chapters), you will probably return to clarify your hypotheses even further. But, you will be in a much better position, at each point, if you begin with well-informed hypotheses.

Beginning by Asking Questions to Clarify Your Interests

Instead of starting with predictions, a second path you might take devotes more time at the beginning to asking questions as you zero in on what you want to study. Some researchers suggest you start this way (e.g., Gournelos et al., 2019 ). Specifically, with this second path, the first statement you write to express your research interest would be a question. For example, you might ask, “Why do ninth-grade students change the way they think about linear equations after studying quadratic equations?” or “How do first graders solve simple arithmetic problems before they have been taught to add and subtract?”

The first phrasing of your question might be quite general or vague. As you think about your question and what you really want to know, you are likely to ask follow-up questions. These questions will almost always be more specific than your first question. The questions will also express more clearly what you want to know. So, the question “How do first graders solve simple arithmetic problems before they have been taught to add and subtract” might evolve into “Before first graders have been taught to solve arithmetic problems, what strategies do they use to solve arithmetic problems with sums and products below 20?” As you read and learn about what others already know about your questions, you will continually revise your questions toward clearer and more explicit and more precise versions that zero in on what you really want to know. The question above might become, “Before they are taught to solve arithmetic problems, what strategies do beginning first graders use to solve arithmetic problems with sums and products below 20 if they are read story problems and given physical counters to help them keep track of the quantities?”

Imagining Answers to Your Questions

If you monitor your own thinking as you ask questions, you are likely to begin forming some guesses about answers, even to the early versions of the questions. What do students learn about quadratic functions that influences changes in their proportional reasoning when dealing with linear functions? It could be that if you analyze the moments during instruction on quadratic equations that are extensions of the proportional reasoning involved in solving linear equations, there are times when students receive further experience reasoning proportionally. You might predict that these are the experiences that have a “backward transfer” effect (Hohensee, 2014 ).

These initial guesses about answers to your questions are your first predictions. The first predicted answers are likely to be hunches or fuzzy, vague guesses. This simply means you do not know very much yet about the question you are asking. Your first predictions, no matter how unfocused or tentative, represent the most you know at the time about the question you are asking. They help you gauge where you are in your thinking.

Shifting to the Hypothesis Formulation and Testing Path

Research questions can play an important role in the research process. They provide a succinct way of capturing your research interests and communicating them to others. When colleagues want to know about your work, they will often ask “What are your research questions?” It is good to have a ready answer.

However, research questions have limitations. They do not capture the three images of scientific inquiry presented in Chap. 1 . Due, in part, to this less expansive depiction of the process, research questions do not take you very far. They do not provide a guide that leads you through the phases of conducting a study.

Consequently, when you can imagine an answer to your research question, we recommend that you move onto the hypothesis formulation and testing path. Imagining an answer to your question means you can make plausible predictions. You can now begin clarifying the reasons for your predictions and transform your early predictions into hypotheses (predictions along with rationales). We recommend you do this as soon as you have guesses about the answers to your questions because formulating, testing, and revising hypotheses offers a tool that puts you squarely on the path of scientific inquiry. It is a tool that can guide you through the entire process of conducting a research study.

This does not mean you are finished asking questions. Predictions are often created as answers to questions. So, we encourage you to continue asking questions to clarify what you want to know. But your target shifts from only asking questions to also proposing predictions for the answers and developing reasons the answers will be accurate predictions. It is by predicting answers, and explaining why you made those predictions, that you become engaged in scientific inquiry.

Cycles of Refining Questions and Predicting Answers

An example might provide a sense of how this process plays out. Suppose you are reading about Vygotsky’s ( 1987 ) zone of proximal development (ZPD), and you realize this concept might help you understand why your high school students had trouble learning exponential functions. Maybe they were outside this zone when you tried to teach exponential functions. In order to recognize students who would benefit from instruction, you might ask, “How can I identify students who are within the ZPD around exponential functions?” What would you predict? Maybe students in this ZPD are those who already had knowledge of related functions. You could write out some reasons for this prediction, like “students who understand linear and quadratic functions are more likely to extend their knowledge to exponential functions.” But what kind of data would you need to test this? What would count as “understanding”? Are linear and quadratic the functions you should assess? Even if they are, how could you tell whether students who scored well on tests of linear and quadratic functions were within the ZPD of exponential functions? How, in the end, would you measure what it means to be in this ZPD? So, asking a series of reasonable questions raised some red flags about the way your initial question was phrased, and you decide to revise it.

You set the stage for revising your question by defining ZPD as the zone within which students can solve an exponential function problem by making only one additional conceptual connection between what they already know and exponential functions. Your revised question is, “Based on students’ knowledge of linear and quadratic functions, which students are within the ZPD of exponential functions?” This time you know what kind of data you need: the number of conceptual connections students need to bridge from their knowledge of related functions to exponential functions. How can you collect these data? Would you need to see into the minds of the students? Or, are there ways to test the number of conceptual connections someone makes to move from one topic to another? Do methods exist for gathering these data? You decide this is not realistic, so you now have a choice: revise the question further or move your research in a different direction.

Notice that we do not use the term research question for all these early versions of questions that begin clarifying for yourself what you want to study. These early versions are too vague and general to be called research questions. In this book, we save the term research question for a question that comes near the end of the work and captures exactly what you want to study . By the time you are ready to specify a research question, you will be thinking about your study in terms of hypotheses and tests. When your hypotheses are in final form and include clear predictions about what you will find, it will be easy to state the research questions that accompany your predictions.

To reiterate one of the key points of this chapter: hypotheses carry much more information than research questions. Using our definition, hypotheses include predictions about what the answer might be to the question plus reasons for why you think so. Unlike research questions, hypotheses capture all three images of scientific inquiry presented in Chap. 1 (planning, observing and explaining, and revising one’s thinking). Your hypotheses represent the most you know, at the moment, about your research topic. The same cannot be said for research questions.

Beginning with a Research Problem

When you wrote answers to the six questions at the end of Part I of this chapter, you might have identified a research interest by stating it as a problem. This is the third path you might take to begin your research. Perhaps your description of your problem might look something like this: “When I tried to teach my middle school students by presenting them with a challenging problem without showing them how to solve similar problems, they didn’t exert much effort trying to find a solution but instead waited for me to show them how to solve the problem.” You do not have a specific question in mind, and you do not have an idea for why the problem exists, so you do not have a prediction about how to solve it. Writing a statement of this problem as clearly as possible could be the first step in your research journey.

As you think more about this problem, it will feel natural to ask questions about it. For example, why did some students show more initiative than others? What could I have done to get them started? How could I have encouraged the students to keep trying without giving away the solution? You are now on the path of asking questions—not research questions yet, but questions that are helping you focus your interest.

As you continue to think about these questions, reflect on your own experience, and read what others know about this problem, you will likely develop some guesses about the answers to the questions. They might be somewhat vague answers, and you might not have lots of confidence they are correct, but they are guesses that you can turn into predictions. Now you are on the hypothesis-formulation-and-testing path. This means you are on the path of asking yourself why you believe the predictions are correct, developing rationales for the predictions, asking what kinds of empirical observations would test your predictions, and refining your rationales and predictions as you read the literature and talk with colleagues.

A simple diagram that summarizes the three paths we have described is shown in Fig. 2.1 . Each row of arrows represents one pathway for formulating an informed hypothesis. The dotted arrows in the first two rows represent parts of the pathways that a researcher may have implicitly travelled through already (without an intent to form a prediction) but that ultimately inform the researcher’s development of a question or prediction.

Part III. One Researcher’s Experience Launching a Scientific Inquiry

Martha was in her third year of her doctoral program and beginning to identify a topic for her dissertation. Based on (a) her experience as a high school mathematics teacher and a curriculum supervisor, (b) the reading she has done to this point, and (c) her conversations with her colleagues, she has developed an interest in what kinds of professional development experiences (let’s call them learning opportunities [LOs] for teachers) are most effective. Where does she go from here?

Exercise 2.2

Before you continue reading, please write down some suggestions for Martha about where she should start.

A natural thing for Martha to do at this point is to ask herself some additional questions, questions that specify further what she wants to learn: What kinds of LOs do most teachers experience? How do these experiences change teachers’ practices and beliefs? Are some LOs more effective than others? What makes them more effective?

To focus her questions and decide what she really wants to know, she continues reading but now targets her reading toward everything she can find that suggests possible answers to these questions. She also talks with her colleagues to get more ideas about possible answers to these or related questions. Over several weeks or months, she finds herself being drawn to questions about what makes LOs effective, especially for helping teachers teach more conceptually. She zeroes in on the question, “What makes LOs for teachers effective for improving their teaching for conceptual understanding?”

This question is more focused than her first questions, but it is still too general for Martha to define a research study. How does she know it is too general? She uses two criteria. First, she notices that the predictions she makes about the answers to the question are all over the place; they are not constrained by the reasons she has assembled for her predictions. One prediction is that LOs are more effective when they help teachers learn content. Martha makes this guess because previous research suggests that effective LOs for teachers include attention to content. But this rationale allows lots of different predictions. For example, LOs are more effective when they focus on the content teachers will teach; LOs are more effective when they focus on content beyond what teachers will teach so teachers see how their instruction fits with what their students will encounter later; and LOs are more effective when they are tailored to the level of content knowledge participants have when they begin the LOs. The rationale she can provide at this point does not point to a particular prediction.

A second measure Martha uses to decide her question is too general is that the predictions she can make regarding the answers seem very difficult to test. How could she test, for example, whether LOs should focus on content beyond what teachers will teach? What does “content beyond what teachers teach” mean? How could you tell whether teachers use their new knowledge of later content to inform their teaching?

Before anticipating what Martha’s next question might be, it is important to pause and recognize how predicting the answers to her questions moved Martha into a new phase in the research process. As she makes predictions, works out the reasons for them, and imagines how she might test them, she is immersed in scientific inquiry. This intellectual work is the main engine that drives the research process. Also notice that revisions in the questions asked, the predictions made, and the rationales built represent the updated thinking (Chap. 1 ) that occurs as Martha continues to define her study.

Based on all these considerations and her continued reading, Martha revises the question again. The question now reads, “Do LOs that engage middle school mathematics teachers in studying mathematics content help teachers teach this same content with more of a conceptual emphasis?” Although she feels like the question is more specific, she realizes that the answer to the question is either “yes” or “no.” This, by itself, is a red flag. Answers of “yes” or “no” would not contribute much to understanding the relationships between these LOs for teachers and changes in their teaching. Recall from Chap. 1 that understanding how things work, explaining why things work, is the goal of scientific inquiry.

Martha continues by trying to understand why she believes the answer is “yes.” When she tries to write out reasons for predicting “yes,” she realizes that her prediction depends on a variety of factors. If teachers already have deep knowledge of the content, the LOs might not affect them as much as other teachers. If the LOs do not help teachers develop their own conceptual understanding, they are not likely to change their teaching. By trying to build the rationale for her prediction—thus formulating a hypothesis—Martha realizes that the question still is not precise and clear enough.

Martha uses what she learned when developing the rationale and rephrases the question as follows: “ Under what conditions do LOs that engage middle school mathematics teachers in studying mathematics content help teachers teach this same content with more of a conceptual emphasis?” Through several additional cycles of thinking through the rationale for her predictions and how she might test them, Martha specifies her question even further: “Under what conditions do middle school teachers who lack conceptual knowledge of linear functions benefit from LOs that engage them in conceptual learning of linear functions as assessed by changes in their teaching toward a more conceptual emphasis on linear functions?”

Each version of Martha’s question has become more specific. This has occurred as she has (a) identified a starting condition for the teachers—they lack conceptual knowledge of linear functions, (b) specified the mathematics content as linear functions, and (c) included a condition or purpose of the LO—it is aimed at conceptual learning.

Because of the way Martha’s question is now phrased, her predictions will require thinking about the conditions that could influence what teachers learn from the LOs and how this learning could affect their teaching. She might predict that if teachers engaged in LOs that extended over multiple sessions, they would develop deeper understanding which would, in turn, prompt changes in their teaching. Or she might predict that if the LOs included examples of how their conceptual learning could translate into different instructional activities for their students, teachers would be more likely to change their teaching. Reasons for these predictions would likely come from research about the effects of professional development on teachers’ practice.

As Martha thinks about testing her predictions, she realizes it will probably be easier to measure the conditions under which teachers are learning than the changes in the conceptual emphasis in their instruction. She makes a note to continue searching the literature for ways to measure the “conceptualness” of teaching.

As she refines her predictions and expresses her reasons for the predictions, she formulates a hypothesis (in this case several hypotheses) that will guide her research. As she makes predictions and develops the rationales for these predictions, she will probably continue revising her question. She might decide, for example, that she is not interested in studying the condition of different numbers of LO sessions and so decides to remove this condition from consideration by including in her question something like “. . . over five 2-hour sessions . . .”

At this point, Martha has developed a research question, articulated a number of predictions, and developed rationales for them. Her current question is: “Under what conditions do middle school teachers who lack conceptual knowledge of linear functions benefit from five 2-hour LO sessions that engage them in conceptual learning of linear functions as assessed by changes in their teaching toward a more conceptual emphasis on linear functions?” Her hypothesis is:

Prediction: Participating teachers will show changes in their teaching with a greater emphasis on conceptual understanding, with larger changes on linear function topics directly addressed in the LOs than on other topics.

Brief Description of Rationale: (1) Past research has shown correlations between teachers’ specific mathematics knowledge of a topic and the quality of their teaching of that topic. This does not mean an increase in knowledge causes higher quality teaching but it allows for that possibility. (2) Transfer is usually difficult for teachers, but the examples developed during the LO sessions will help them use what they learned to teach for conceptual understanding. This is because the examples developed during the LO sessions are much like those that will be used by the teachers. So larger changes will be found when teachers are teaching the linear function topics addressed in the LOs.

Notice it is more straightforward to imagine how Martha could test this prediction because it is more precise than previous predictions. Notice also that by asking how to test a particular prediction, Martha will be faced with a decision about whether testing this prediction will tell her something she wants to learn. If not, she can return to the research question and consider how to specify it further and, perhaps, constrain further the conditions that could affect the data.

As Martha formulates her hypotheses and goes through multiple cycles of refining her question(s), articulating her predictions, and developing her rationales, she is constantly building the theoretical framework for her study. Because the theoretical framework is the topic for Chap. 3 , we will pause here and pick up Martha’s story in the next chapter. Spoiler alert: Martha’s experience contains some surprising twists and turns.

Before leaving Martha, however, we point out two aspects of the process in which she has been engaged. First, it can be useful to think about the process as identifying (1) the variables targeted in her predictions, (2) the mechanisms she believes explain the relationships among the variables, and (3) the definitions of all the terms that are special to her educational problem. By variables, we mean things that can be measured and, when measured, can take on different values. In Martha’s case, the variables are the conceptualness of teaching and the content topics addressed in the LOs. The mechanisms are cognitive processes that enable teachers to see the relevance of what they learn in PD to their own teaching and that enable the transfer of learning from one setting to another. Definitions are the precise descriptions of how the important ideas relevant to the research are conceptualized. In Martha’s case, definitions must be provided for terms like conceptual understanding, linear functions, LOs, each of the topics related to linear functions, instructional setting, and knowledge transfer.

A second aspect of the process is a practice that Martha acquired as part of her graduate program, a practice that can go unnoticed. Martha writes out, in full sentences, her thinking as she wrestles with her research question, her predictions of the answers, and the rationales for her predictions. Writing is a tool for organizing thinking and we recommend you use it throughout the scientific inquiry process. We say more about this at the end of the chapter.

Here are the questions Martha wrote as she developed a clearer sense of what question she wanted to answer and what answer she predicted. The list shows the increasing refinement that occurred as she continued to read, think, talk, and write.

Early questions: What kinds of LOs do most teachers experience? How do these experiences change teachers’ practices and beliefs? Are some LOs more effective than others? What makes them more effective?

First focused question: What makes LOs for teachers effective for improving their teaching for conceptual understanding?

Question after trying to predict the answer and imagining how to test the prediction: Do LOs that engage middle school mathematics teachers in studying mathematics content help teachers teach this same content with more of a conceptual emphasis?

Question after developing an initial rationale for her prediction: Under what conditions do LOs that engage middle school mathematics teachers in studying mathematics content help teachers teach this same content with more of a conceptual emphasis?

Question after developing a more precise prediction and richer rationale: Under what conditions do middle school teachers who lack conceptual knowledge of linear functions benefit from five 2-hour LO sessions that engage them in conceptual learning of linear functions as assessed by changes in their teaching toward a more conceptual emphasis on linear functions?

Part IV. An Illustrative Dialogue

The story of Martha described the major steps she took to refine her thinking. However, there is a lot of work that went on behind the scenes that wasn’t part of the story. For example, Martha had conversations with fellow students and professors that sharpened her thinking. What do these conversations look like? Because they are such an important part of the inquiry process, it will be helpful to “listen in” on the kinds of conversations that students might have with their advisors.

Here is a dialogue between a beginning student, Sam (S), and their advisor, Dr. Avery (A). They are meeting to discuss data Sam collected for a course project. The dialogue below is happening very early on in Sam’s conceptualization of the study, prior even to systematic reading of the literature.

Thanks for meeting with me today. As you know, I was able to collect some data for a course project a few weeks ago, but I’m having trouble analyzing the data, so I need your help. Let me try to explain the problem. As you know, I wanted to understand what middle-school teachers do to promote girls’ achievement in a mathematics class. I conducted four observations in each of three teachers’ classrooms. I also interviewed each teacher once about the four lessons I observed, and I interviewed two girls from each of the teachers’ classes. Obviously, I have a ton of data. But when I look at all these data, I don’t really know what I learned about my topic. When I was observing the teachers, I thought I might have observed some ways the teachers were promoting girls’ achievement, but then I wasn’t sure how to interpret my data. I didn’t know if the things I was observing were actually promoting girls’ achievement.

What were some of your observations?

Well, in a couple of my classroom observations, teachers called on girls to give an answer, even when the girls didn’t have their hands up. I thought that this might be a way that teachers were promoting the girls’ achievement. But then the girls didn’t say anything about that when I interviewed them and also the teachers didn’t do it in every class. So, it’s hard to know what effect, if any, this might have had on their learning or their motivation to learn. I didn’t want to ask the girls during the interview specifically about the teacher calling on them, and without the girls bringing it up themselves, I didn’t know if it had any effect.

Well, why didn’t you want to ask the girls about being called on?

Because I wanted to leave it as open as possible; I didn’t want to influence what they were going to say. I didn’t want to put words in their mouths. I wanted to know what they thought the teacher was doing that promoted their mathematical achievement and so I only asked the girls general questions, like “Do you think the teacher does things to promote girls’ mathematical achievement?” and “Can you describe specific experiences you have had that you believe do and do not promote your mathematical achievement?”

So then, how did they answer those general questions?

Well, with very general answers, such as that the teacher knows their names, offers review sessions, grades their homework fairly, gives them opportunities to earn extra credit, lets them ask questions, and always answers their questions. Nothing specific that helps me know what teaching actions specifically target girls’ mathematics achievement.

OK. Any ideas about what you might do next?

Well, I remember that when I was planning this data collection for my course, you suggested I might want to be more targeted and specific about what I was looking for. I can see now that more targeted questions would have made my data more interpretable in terms of connecting teaching actions to the mathematical achievement of girls. But I just didn’t want to influence what the girls would say.

Yes, I remember when you were planning your course project, you wanted to keep it open. You didn’t want to miss out on discovering something new and interesting. What do you think now about this issue?

Well, I still don’t want to put words in their mouths. I want to know what they think. But I see that if I ask really open questions, I have no guarantee they will talk about what I want them to talk about. I guess I still like the idea of an open study, but I see that it’s a risky approach. Leaving the questions too open meant I didn’t constrain their responses and there were too many ways they could interpret and answer the questions. And there are too many ways I could interpret their responses.

By this point in the dialogue, Sam has realized that open data (i.e., data not testing a specific prediction) is difficult to interpret. In the next part, Dr. Avery explains why collecting open data was not helping Sam achieve goals for her study that had motivated collecting open data in the first place.

Yes, I totally agree. Even for an experienced researcher, it can be difficult to make sense of this kind of open, messy data. However, if you design a study with a more specific focus, you can create questions for participants that are more targeted because you will be interested in their answers to these specific questions. Let’s reflect back on your data collection. What can you learn from it for the future?

When I think about it now, I realize that I didn’t think about the distinction between all the different constructs at play in my study, and I didn’t choose which one I was focusing on. One construct was the teaching moves that teachers think could be promoting achievement. Another is what teachers deliberately do to promote girls’ mathematics achievement, if anything. Another was the teaching moves that actually do support girls’ mathematics achievement. Another was what teachers were doing that supported girls’ mathematics achievement versus the mathematics achievement of all students. Another was students’ perception of what their teacher was doing to promote girls’ mathematics achievement. I now see that any one of these constructs could have been the focus of a study and that I didn’t really decide which of these was the focus of my course project prior to collecting data.

So, since you told me that the topic of this course project is probably what you’ll eventually want to study for your dissertation, which of these constructs are you most interested in?

I think I’m more interested in the teacher moves that teachers deliberately do to promote girls’ achievement. But I’m still worried about asking teachers directly and getting too specific about what they do because I don’t want to bias what they will say. And I chose qualitative methods and an exploratory design because I thought it would allow for a more open approach, an approach that helps me see what’s going on and that doesn’t bias or predetermine the results.

Well, it seems to me you are conflating three issues. One issue is how to conduct an unbiased study. Another issue is how specific to make your study. And the third issue is whether or not to choose an exploratory or qualitative study design. Those three issues are not the same. For example, designing a study that’s more open or more exploratory is not how researchers make studies fair and unbiased. In fact, it would be quite easy to create an open study that is biased. For example, you could ask very open questions and then interpret the responses in a way that unintentionally, and even unknowingly, aligns with what you were hoping the findings would say. Actually, you could argue that by adding more specificity and narrowing your focus, you’re creating constraints that prevent bias. The same goes for an exploratory or qualitative study; they can be biased or unbiased. So, let’s talk about what is meant by getting more specific. Within your new focus on what teachers deliberately do, there are many things that would be interesting to look at, such as teacher moves that address math anxiety, moves that allow girls to answer questions more frequently, moves that are specifically fitted to student thinking about specific mathematical content, and so on. What are one or two things that are most interesting to you? One way to answer this question is by thinking back to where your interest in this topic began.

In the preceding part of the dialogue, Dr. Avery explained how the goals Sam had for their study were not being met with open data. In the next part, Sam begins to articulate a prediction, which Sam and Dr. Avery then sharpen.

Actually, I became interested in this topic because of an experience I had in college when I was in a class of mostly girls. During whole class discussions, we were supposed to critically evaluate each other’s mathematical thinking, but we were too polite to do that. Instead, we just praised each other’s work. But it was so different in our small groups. It seemed easier to critique each other’s thinking and to push each other to better solutions in small groups. I began wondering how to get girls to be more critical of each other’s thinking in a whole class discussion in order to push everyone’s thinking.

Okay, this is great information. Why not use this idea to zoom-in on a more manageable and interpretable study? You could look specifically at how teachers support girls in critically evaluating each other’s thinking during whole class discussions. That would be a much more targeted and specific topic. Do you have predictions about what teachers could do in that situation, keeping in mind that you are looking specifically at girls’ mathematical achievement, not students in general?

Well, what I noticed was that small groups provided more social and emotional support for girls, whereas the whole class discussion did not provide that same support. The girls felt more comfortable critiquing each other’s thinking in small groups. So, I guess I predict that when the social and emotional supports that are present in small groups are extended to the whole class discussion, girls would be more willing to evaluate each other’s mathematical thinking critically during whole class discussion . I guess ultimately, I’d like to know how the whole class discussion could be used to enhance, rather than undermine, the social and emotional support that is present in the small groups.

Okay, then where would you start? Would you start with a study of what the teachers say they will do during whole class discussion and then observe if that happens during whole class discussion?

But part of my prediction also involves the small groups. So, I’d also like to include small groups in my study if possible. If I focus on whole groups, I won’t be exploring what I am interested in. My interest is broader than just the whole class discussion.

That makes sense, but there are many different things you could look at as part of your prediction, more than you can do in one study. For instance, if your prediction is that when the social and emotional supports that are present in small groups are extended to whole class discussions, girls would be more willing to evaluate each other’s mathematical thinking critically during whole class discussions , then you could ask the following questions: What are the social and emotional supports that are present in small groups?; In which small groups do they exist?; Is it groups that are made up only of girls?; Does every small group do this, and for groups that do this, when do these supports get created?; What kinds of small group activities that teachers ask them to work on are associated with these supports?; Do the same social and emotional supports that apply to small groups even apply to whole group discussion?

All your questions make me realize that my prediction about extending social and emotional supports to whole class discussions first requires me to have a better understanding of the social and emotional supports that exist in small groups. In fact, I first need to find out whether those supports commonly exist in small groups or is that just my experience working in small groups. So, I think I will first have to figure out what small groups do to support each other and then, in a later study, I could ask a teacher to implement those supports during whole class discussions and find out how you can do that. Yeah, now I’m seeing that.

The previous part of the dialogue illustrates how continuing to ask questions about one’s initial prediction is a good way to make it more and more precise (and researchable). In the next part, we see how developing a precise prediction has the added benefit of setting the researcher up for future studies.

Yes, I agree that for your first study, you should probably look at small groups. In other words, you should focus on only a part of your prediction for now, namely the part that says there are social and emotional supports in small groups that support girls in critiquing each other’s thinking . That begins to sharpen the focus of your prediction, but you’ll want to continue to refine it. For example, right now, the question that this prediction leads to is a question with a yes or no answer, but what you’ve said so far suggests to me that you are looking for more than that.

Yes, I want to know more than just whether there are supports. I’d like to know what kinds. That’s why I wanted to do a qualitative study.

Okay, this aligns more with my thinking about research as being prediction driven. It’s about collecting data that would help you revise your existing predictions into better ones. What I mean is that you would focus on collecting data that would allow you to refine your prediction, make it more nuanced, and go beyond what is already known. Does that make sense, and if so, what would that look like for your prediction?

Oh yes, I like that. I guess that would mean that, based on the data I collect for this next study, I could develop a more refined prediction that, for example, more specifically identifies and differentiates between different kinds of social and emotional supports that are present in small groups, or maybe that identifies the kinds of small groups that they occur in, or that predicts when and how frequently or infrequently they occur, or about the features of the small group tasks in which they occur, etc. I now realize that, although I chose qualitative research to make my study be more open, really the reason qualitative research fits my purposes is because it will allow me to explore fine-grained aspects of social and emotional supports that may exist for girls in small groups.

Yes, exactly! And then, based on the data you collect, you can include in your revised prediction those new fine-grained aspects. Furthermore, you will have a story to tell about your study in your written report, namely the story about your evolving prediction. In other words, your written report can largely tell how you filled out and refined your prediction as you learned more from carrying out the study. And even though you might not use them right away, you are also going to be able to develop new predictions that you would not have even thought of about social and emotional supports in small groups and your aim of extending them to whole-class discussions, had you not done this study. That will set you up to follow up on those new predictions in future studies. For example, you might have more refined ideas after you collect the data about the goals for critiquing student thinking in small groups versus the goals for critiquing student thinking during whole class discussion. You might even begin to think that some of the social and emotional supports you observe are not even replicable or even applicable to or appropriate for whole-class discussions, because the supports play different roles in different contexts. So, to summarize what I’m saying, what you look at in this study, even though it will be very focused, sets you up for a research program that will allow you to more fully investigate your broader interest in this topic, where each new study builds on your prior body of work. That’s why it is so important to be explicit about the best place to start this research, so that you can build on it.

I see what you are saying. We started this conversation talking about my course project data. What I think I should have done was figure out explicitly what I needed to learn with that study with the intention of then taking what I learned and using it as the basis for the next study. I didn’t do that, and so I didn’t collect data that pushed forward my thinking in ways that would guide my next study. It would be as if I was starting over with my next study.

Sam and Dr. Avery have just explored how specifying a prediction reveals additional complexities that could become fodder for developing a systematic research program. Next, we watch Sam beginning to recognize the level of specificity required for a prediction to be testable.

One thing that would have really helped would have been if you had had a specific prediction going into your data collection for your course project.

Well, I didn’t really have much of an explicit prediction in mind when I designed my methods.

Think back, you must have had some kind of prediction, even if it was implicit.

Well, yes, I guess I was predicting that teachers would enact moves that supported girls’ mathematical achievement. And I observed classrooms to identify those teacher moves, I interviewed teachers to ask them about the moves I observed, and I interviewed students to see if they mentioned those moves as promoting their mathematical achievement. The goal of my course project was to identify teacher moves that support girls’ mathematical achievement. And my specific research question was: What teacher moves support girls’ mathematical achievement?

So, really you were asking the teacher and students to show and tell you what those moves are and the effects of those moves, as a result putting the onus on your participants to provide the answers to your research question for you. I have an idea, let’s try a thought experiment. You come up with data collection methods for testing the prediction that there are social and emotional supports in small groups that support girls in critiquing each other’s thinking that still puts the onus on the participants. And then I’ll see if I can think of data collection methods that would not put the onus on the participants.

Hmm, well. .. I guess I could simply interview girls who participated in small groups and ask them “are there social and emotional supports that you use in small groups that support your group in critiquing each other’s thinking and if so, what are they?” In that case, I would be putting the onus on them to be aware of the social dynamics of small groups and to have thought about these constructs as much as I have. Okay now can you continue the thought experiment? What might the data collection methods look like if I didn’t put the onus on the participants?

First, I would pick a setting in which it was only girls at this point to reduce the number of variables. Then, personally I would want to observe a lot of groups of girls interacting in groups around tasks. I would be looking for instances when the conversation about students’ ideas was shut down and instances when the conversation about students’ ideas involved critiquing of ideas and building on each other’s thinking. I would also look at what happened just before and during those instances, such as: did the student continue to talk after their thinking was critiqued, did other students do anything to encourage the student to build on their own thinking (i.e., constructive criticism) or how did they support or shut down continued participation. In fact, now that I think about it, “critiquing each other’s thinking” can be defined in a number of different ways. I could mean just commenting on someone’s thinking, judging correctness and incorrectness, constructive criticism that moves the thinking forward, etc. If you put the onus on the participants to answer your research question, you are stuck with their definition, and they won’t have thought about this very much, if at all.

I think that what you are also saying is that my definitions would affect my data collection. If I think that critiquing each other’s thinking means that the group moves their thinking forward toward more valid and complete mathematical solutions, then I’m going to focus on different moves than if I define it another way, such as just making a comment on each other’s thinking and making each other feel comfortable enough to keep participating. In fact, am I going to look at individual instances of critiquing or look at entire sequences in which the critiquing leads to a goal? This seems like a unit of analysis question, and I would need to develop a more nuanced prediction that would make explicit what that unit of analysis is.

I agree, your definition of “critiquing each other’s thinking” could entirely change what you are predicting. One prediction could be based on defining critiquing as a one-shot event in which someone makes one comment on another person’s thinking. In this case the prediction would be that there are social and emotional supports in small groups that support girls in making an evaluative comment on another student’s thinking. Another prediction could be based on defining critiquing as a back-and-forth process in which the thinking gets built on and refined. In that case, the prediction would be something like that there are social and emotional supports in small groups that support girls in critiquing each other’s thinking in ways that do not shut down the conversation but that lead to sustained conversations that move each other toward more valid and complete solutions.

Well, I think I am more interested in the second prediction because it is more compatible with my long-term interests, which are that I’m interested in extending small group supports to whole class discussions. The second prediction is more appropriate for eventually looking at girls in whole class discussion. During whole class discussion, the teacher tries to get a sustained conversation going that moves the students’ thinking forward. So, if I learn about small group supports that lead to sustained conversations that move each other toward more valid and complete solutions , those supports might transfer to whole class discussions.

In the previous part of the dialogue, Dr. Avery and Sam showed how narrowing down a prediction to one that is testable requires making numerous important decisions, including how to define the constructs referred to in the prediction. In the final part of the dialogue, Dr. Avery and Sam begin to outline the reading Sam will have to do to develop a rationale for the specific prediction.

Do you see how your prediction and definitions are getting more and more specific? You now need to read extensively to further refine your prediction.

Well, I should probably read about micro dynamics of small group interactions, anything about interactions in small groups, and what is already known about small group interactions that support sustained conversations that move students’ thinking toward more valid and complete solutions. I guess I could also look at research on whole-class discussion methods that support sustained conversations that move the class to more mathematically valid and complete solutions, because it might give me ideas for what to look for in the small groups. I might also need to focus on research about how learners develop understandings about a particular subject matter so that I know what “more valid and complete solutions” look like. I also need to read about social and emotional supports but focus on how they support students cognitively, rather than in other ways.

Sounds good, let’s get together after you have processed some of this literature and we can talk about refining your prediction based on what you read and also the methods that will best suit testing that prediction.

Great! Thanks for meeting with me. I feel like I have a much better set of tools that push my own thinking forward and allow me to target something specific that will lead to more interpretable data.

Part V. Is It Always Possible to Formulate Hypotheses?

In Chap. 1 , we noted you are likely to read that research does not require formulating hypotheses. Some sources describe doing research without making predictions and developing rationales for these predictions. Some researchers say you cannot always make predictions—you do not know enough about the situation. In fact, some argue for the value of not making predictions (e.g., Glaser & Holton, 2004 ; Merton, 1968 ; Nemirovsky, 2011 ). These are important points of view, so we will devote this section to discussing them.

Can You Always Predict What You Will Find?

One reason some researchers say you do not need to make predictions is that it can be difficult to imagine what you will find. This argument comes up most often for descriptive studies. Suppose you want to describe the nature of a situation you do not know much about. Can you still make a prediction about what you will find? We believe that, although you do not know exactly what you will find, you probably have a hunch or, at a minimum, a very fuzzy idea. It would be unusual to ask a question about a situation you want to know about without at least a fuzzy inkling of what you might find. The original question just would not occur to you. We acknowledge you might have only a vague idea of what you will find and you might not have much confidence in your prediction. However, we expect if you monitor your own thinking you will discover you have developed a suspicion along the way, regardless how vague the suspicion might be. Through the cyclic process we discussed above, that suspicion or hunch gradually evolves and turns into a prediction.

The Benefits of Making Predictions Even When They Are Wrong: An Example from the 1970s

One of us was a graduate student at the University of Wisconsin in the late 1970s, assigned as a research assistant to a project that was investigating young children’s thinking about simple arithmetic. A new curriculum was being written, and the developers wanted to know how to introduce the earliest concepts and skills to kindergarten and first-grade children. The directors of the project did not know what to expect because, at the time, there was little research on five- and six-year-olds’ pre-instruction strategies for adding and subtracting.

After consulting what literature was available, talking with teachers, analyzing the nature of different types of addition and subtraction problems, and debating with each other, the research team formulated some hypotheses about children’s performance. Following the usual assumptions at the time and recognizing the new curriculum would introduce the concepts, the researchers predicted that, before instruction, most children would not be able to solve the problems. Based on the rationale that some young children did not yet recognize the simple form for written problems (e.g., 5 + 3 = ___), the researchers predicted that the best chance for success would be to read problems as stories (e.g., Jesse had 5 apples and then found 3 more. How many does she have now?). They reasoned that, even though children would have difficulty on all the problems, some story problems would be easier because the semantic structure is easier to follow. For example, they predicted the above story about adding 3 apples to 5 would be easier than a problem like, “Jesse had some apples in the refrigerator. She put in 2 more and now has 6. How many were in the refrigerator at the beginning?” Based on the rationale that children would need to count to solve the problems and that it can be difficult to keep track of the numbers, they predicted children would be more successful if they were given counters. Finally, accepting the common reasoning that larger numbers are more difficult than smaller numbers, they predicted children would be more successful if all the numbers in a problem were below 10.

Although these predictions were not very precise and the rationales were not strongly convincing, these hypotheses prompted the researchers to design the study to test their predictions. This meant they would collect data by presenting a variety of problems under a variety of conditions. Because the goal was to describe children’s thinking, problems were presented to students in individual interviews. Problems with different semantic structures were included, counters were available for some problems but not others, and some problems had sums to 9 whereas others had sums to 20 or more.

The punchline of this story is that gathering data under these conditions, prompted by the predictions, made all the difference in what the researchers learned. Contrary to predictions, children could solve addition and subtraction problems before instruction. Counters were important because almost all the solution strategies were based on counting which meant that memory was an issue because many strategies require counting in two ways simultaneously. For example, subtracting 4 from 7 was usually solved by counting down from 7 while counting up from 1 to 4 to keep track of counting down. Because children acted out the stories with their counters, the semantic structure of the story was also important. Stories that were easier to read and write were also easier to solve.

To make a very long story very short, other researchers were, at about the same time, reporting similar results about children’s pre-instruction arithmetic capabilities. A clear pattern emerged regarding the relative difficulty of different problem types (semantic structures) and the strategies children used to solve each type. As the data were replicated, the researchers recognized that kindergarten and first-grade teachers could make good use of this information when they introduced simple arithmetic. This is how Cognitively Guided Instruction (CGI) was born (Carpenter et al., 1989 ; Fennema et al., 1996 ).

To reiterate, the point of this example is that the study conducted to describe children’s thinking would have looked quite different if the researchers had made no predictions. They would have had no reason to choose the particular problems and present them under different conditions. The fact that some of the predictions were completely wrong is not the point. The predictions created the conditions under which the predictions were tested which, in turn, created learning opportunities for the researchers that would not have existed without the predictions. The lesson is that even research that aims to simply describe a phenomenon can benefit from hypotheses. As signaled in Chap. 1 , this also serves as another example of “failing productively.”

Suggestions for What to Do When You Do Not Have Predictions

There likely are exceptions to our claim about being able to make a prediction about what you will find. For example, there could be rare cases where researchers truly have no idea what they will find and can come up with no predictions and even no hunches. And, no research has been reported on related phenomena that would offer some guidance. If you find yourself in this position, we suggest one of three approaches: revise your question, conduct a pilot study, or choose another question.

Because there are many advantages to making predictions explicit and then writing out the reasons for these predictions, one approach is to adjust your question just enough to allow you to make a prediction. Perhaps you can build on descriptions that other researchers have provided for related situations and consider how you can extend this work. Building on previous descriptions will enable you to make predictions about the situation you want to describe.

A second approach is to conduct a small pilot study or, better, a series of small pilot studies to develop some preliminary ideas of what you might find. If you can identify a small sample of participants who are similar to those in your study, you can try out at least some of your research plans to help make and refine your predictions. As we detail later, you can also use pilot studies to check whether key aspects of your methods (e.g., tasks, interview questions, data collection methods) work as you expect.

A third approach is to return to your list of interests and choose one that has been studied previously. Sometimes this is the wisest choice. It is very difficult for beginning researchers to conduct research in brand-new areas where no hunches or predictions are possible. In addition, the contributions of this research can be limited. Recall the earlier story about one of us “failing productively” by completing a dissertation in a somewhat new area. If, after an exhaustive search, you find that no one has investigated the phenomenon in which you are interested or even related phenomena, it can be best to move in a different direction. You will read recommendations in other sources to find a “gap” in the research and develop a study to “fill the gap.” This can be helpful advice if the gap is very small. However, if the gap is large, too large to predict what you might find, the study will present severe challenges. It will be more productive to extend work that has already been done than to launch into an entirely new area.

Should You Always Try to Predict What You Will Find?

In short, our answer to the question in the heading is “yes.” But this calls for further explanation.

Suppose you want to observe a second-grade classroom in order to investigate how students talk about adding and subtracting whole numbers. You might think, “I don’t want to bias my thinking; I want to be completely open to what I see in the classroom.” Sam shared a similar point of view at the beginning of the dialogue: “I wanted to leave it as open as possible; I didn’t want to influence what they were going to say.” Some researchers say that beginning your research study by making predictions is inappropriate precisely because it will bias your observations and results. The argument is that by bringing a set of preconceptions, you will confirm what you expected to find and be blind to other observations and outcomes. The following quote illustrates this view: “The first step in gaining theoretical sensitivity is to enter the research setting with as few predetermined ideas as possible—especially logically deducted, a priori hypotheses. In this posture, the analyst is able to remain sensitive to the data by being able to record events and detect happenings without first having them filtered through and squared with pre-existing hypotheses and biases” (Glaser, 1978, pp. 2–3).

We take a different point of view. In fact, we believe there are several compelling reasons for making your predictions explicit.

Making Your Predictions Explicit Increases Your Chances of Productive Observations

Because your predictions are an extension of what is already known, they prepare you to identify more nuanced relationships that can advance our understanding of a phenomenon. For example, rather than simply noticing, in a general sense, that students talking about addition and subtraction leads them to better understandings, you might, based on your prediction, make the specific observation that talking about addition and subtraction in a particular way helps students to think more deeply about a particular concept related to addition and subtraction. Going into a study without predictions can bring less sensitivity rather than more to the study of a phenomenon. Drawing on knowledge about related phenomena by reading the literature and conducting pilot studies allows you to be much more sensitive and your observations to be more productive.

Making Your Predictions Explicit Allows You to Guard Against Biases

Some genres and methods of educational research are, in fact, rooted in philosophical traditions (e.g., Husserl, 1929/ 1973 ) that explicitly call for researchers to temporarily “bracket” or set aside existing theory as well as their prior knowledge and experience to better enter into the experience of the participants in the research. However, this does not mean ignoring one’s own knowledge and experience or turning a blind eye to what has been learned by others. Much more than the simplistic image of emptying one’s mind of preconceptions and implicit biases (arguably an impossible feat to begin with), the goal is to be as reflective as possible about one’s prior knowledge and conceptions and as transparent as possible about how they may guide observations and shape interpretations (Levitt et al., 2018 ).

We believe it is better to be honest about the predictions you are almost sure to have because then you can deliberately plan to minimize the chances they will influence what you find and how you interpret your results. For starters, it is important to recognize that acknowledging you have some guesses about what you will find does not make them more influential. Because you are likely to have them anyway, we recommend being explicit about what they are. It is easier to deal with biases that are explicit than those that lurk in the background and are not acknowledged.

What do we mean by “deal with biases”? Some journals require you to include a statement about your “positionality” with respect to the participants in your study and the observations you are making to gather data. Formulating clear hypotheses is, in our view, a direct response to this request. The reasons for your predictions are your explicit statements about your positionality. Often there are methodological strategies you can use to protect the study from undue influences of bias. In other words, making your vague predictions explicit can help you design your study so you minimize the bias of your findings.

Making Your Predictions Explicit Can Help You See What You Did Not Predict

Making your predictions explicit does not need to blind you to what is different than expected. It does not need to force you to see only what you want to see. Instead, it can actually increase your sensitivity to noticing features of the situation that are surprising, features you did not predict. Results can stand out when you did not expect to see them.

In contrast, not bringing your biases to consciousness might subtly shift your attention away from these unexpected results in ways that you are not aware of. This path can lead to claiming no biases and no unexpected findings without being conscious of them. You cannot observe everything, and some things inevitably will be overlooked. If you have predicted what you will see, you can design your study so that the unexpected results become more salient rather than less.

Returning to the example of observing a second-grade classroom, we note that the field already knows a great deal about how students talk about addition and subtraction. Being cognizant of what others have observed allows you to enter the classroom with some clear predictions about what will happen. The rationales for these predictions are based on all the related knowledge you have before stepping into the classroom, and the predictions and rationales help you to better deal with what you see. This is partly because you are likely to be surprised by the things you did not anticipate. There is almost always something that will surprise you because your predictions will almost always be incomplete or too general. This sensitivity to the unanticipated—the sense of surprise that sparks your curiosity—is an indication of your openness to the phenomenon you are studying.

Making Your Predictions Explicit Allows You to Plan in Advance

Recall from Chap. 1 the descriptor of scientific inquiry: “Experience carefully planned in advance.” If you make no predictions about what might happen, it is very difficult, if not impossible, to plan your study in advance. Again, you cannot observe everything, so you must make decisions about what you will observe. What kind of data will you plan to collect? Why would you collect these data instead of others? If you have no idea what to expect, on what basis will you make these consequential decisions? Even if your predictions are vague and your rationales for the predictions are a bit shaky, at least they provide a direction for your plan. They allow you to explain why you are planning this study and collecting these data. They allow you to “carefully plan in advance.”

Making Your Predictions Explicit Allows You to Put Your Rationales in Harm’s Way

Rationales are developed to justify the predictions. Rationales represent your best reasoning about the research problem you are studying. How can you tell whether your reasoning is sound? You can try it out with colleagues. However, the best way to test it is to put it in “harm’s way” (Cobb, Confrey, diSessa, Lehrer, & Schauble, 2003 p. 10). And the best approach to putting your reasoning in harm’s way is to test the predictions it generates. Regardless if you are conducting a qualitative or quantitative study, rationales can be improved only if they generate testable predictions. This is possible only if predictions are explicit and precise. As we described earlier, rationales are evaluated for their soundness and refined in light of the specific differences between predictions and empirical observations.

Making Your Predictions Explicit Forces You to Organize and Extend Your (and the Field’s) Thinking

By writing out your predictions (even hunches or fuzzy guesses) and by reflecting on why you have these predictions and making these reasons explicit for yourself, you are advancing your thinking about the questions you really want to answer. This means you are making progress toward formulating your research questions and your final hypotheses. Making more progress in your own thinking before you conduct your study increases the chances your study will be of higher quality and will be exactly the study you intended. Making predictions, developing rationales, and imagining tests are tools you can use to push your thinking forward before you even collect data.

Suppose you wonder how preservice teachers in your university’s teacher preparation program will solve particular kinds of math problems. You are interested in this question because you have noticed several PSTs solve them in unexpected ways. As you ask the question you want to answer, you make predictions about what you expect to see. When you reflect on why you made these predictions, you realize that some PSTs might use particular solution strategies because they were taught to use some of them in an earlier course, and they might believe you expect them to solve the problems in these ways. By being explicit about why you are making particular predictions, you realize that you might be answering a different question than you intend (“How much do PSTs remember from previous courses?” or even “To what extent do PSTs believe different instructors have similar expectations?”). Now you can either change your question or change the design of your study (i.e., the sample of students you will use) or both. You are advancing your thinking by being explicit about your predictions and why you are making them.

The Costs of Not Making Predictions

Avoiding making predictions, for whatever reason, comes with significant costs. It prevents you from learning very much about your research topic. It would require not reading related research, not talking with your colleagues, and not conducting pilot studies because, if you do, you are likely to find a prediction creeping into your thinking. Not doing these things would forego the benefits of advancing your thinking before you collect data. It would amount to conducting the study with as little forethought as possible.

Part VI. How Do You Formulate Important Hypotheses?

We provided a partial answer in Chap. 1 to the question of a hypothesis’ importance when we encouraged considering the ultimate goal to which a study’s findings might contribute. You might want to reread Part III of Chap. 1 where we offered our opinions about the purposes of doing research. We also recommend reading the March 2019 editorial in the Journal for Research in Mathematics Education (Cai et al., 2019b ) in which we address what constitutes important educational research.

As we argued in Chap. 1 and in the March 2019 editorial, a worthy ultimate goal for educational research is to improve the learning opportunities for all students. However, arguments can be made for other ultimate goals as well. To gauge the importance of your hypotheses, think about how clearly you can connect them to a goal the educational community considers important. In addition, given the descriptors of scientific inquiry proposed in Chap. 1 , think about how testing your hypotheses will help you (and the community) understand what you are studying. Will you have a better explanation for the phenomenon after your study than before?

Although we address the question of importance again, and in more detail, in Chap. 5 , it is useful to know here that you can determine the significance or importance of your hypotheses when you formulate them. The importance need not depend on the data you collect or the results you report. The importance can come from the fact that, based on the results of your study, you will be able to offer revised hypotheses that help the field better understand an important issue. In large part, it is these revised hypotheses rather than the data that determine a study’s importance.

A critical caveat to this discussion is that few hypotheses are self-evidently important. They are important only if you make the case for their importance. Even if you follow closely the guidelines we suggest for formulating an important hypothesis, you must develop an argument that convinces others. This argument will be presented in the research paper you write.

Consider Martha’s hypothesis presented earlier. When we left Martha, she predicted that “Participating teachers will show changes in their teaching with a greater emphasis on conceptual understanding with larger changes on linear function topics directly addressed in the LOs than on other topics.” For researchers and educators not intimately familiar with this area of research, it is not apparent why someone should spend a year or more conducting a dissertation to test this prediction. Her rationale, summarized earlier, begins to describe why this could be an important hypothesis. But it is by writing a clear argument that explains her rationale to readers that she will convince them of its importance.

How Martha fills in her rationale so she can create a clear written argument for its importance is taken up in Chap. 3 . As we indicated, Martha’s work in this regard led her to make some interesting decisions, in part due to her own assessment of what was important.

Part VII. Beginning to Write the Research Paper for Your Study

It is common to think that researchers conduct a study and then, after the data are collected and analyzed, begin writing the paper about the study. We recommend an alternative, especially for beginning researchers. We believe it is better to write drafts of the paper at the same time you are planning and conducting your study. The paper will gradually evolve as you work through successive phases of the scientific inquiry process. Consequently, we will call this paper your evolving research paper .

You will use your evolving research paper to communicate your study, but you can also use writing as a tool for thinking and organizing your thinking while planning and conducting the study. Used as a tool for thinking, you can write drafts of your ideas to check on the clarity of your thinking, and then you can step back and reflect on how to clarify it further. Be sure to avoid jargon and general terms that are not well defined. Ask yourself whether someone not in your field, maybe a sibling, a parent, or a friend, would be able to understand what you mean. You are likely to write multiple drafts with lots of scribbling, crossing out, and revising.

Used as a tool for communicating, writing the best version of what you know before moving to the next phase will help you record your decisions and the reasons for them before you forget important details. This best-version-for-now paper also provides the basis for your thinking about the next phase of your scientific inquiry.

At this point in the process, you will be writing your (research) questions, the answers you predict, and the rationales for your predictions. The predictions you make should be direct answers to your research questions and should flow logically from (or be directly supported by) the rationales you present. In addition, you will have a written statement of the study’s purpose or, said another way, an argument for the importance of the hypotheses you will be testing. It is in the early sections of your paper that you will convince your audience about the importance of your hypotheses.

In our experience, presenting research questions is a more common form of stating the goal of a research study than presenting well-formulated hypotheses. Authors sometimes present a hypothesis, often as a simple prediction of what they might find. The hypothesis is then forgotten and not used to guide the analysis or interpretations of the findings. In other words, authors seldom use hypotheses to do the kind of work we describe. This means that many research articles you read will not treat hypotheses as we suggest. We believe these are missed opportunities to present research in a more compelling and informative way. We intend to provide enough guidance in the remaining chapters for you to feel comfortable organizing your evolving research paper around formulating, testing, and revising hypotheses.

While we were editing one of the leading research journals in mathematics education ( JRME ), we conducted a study of reviewers’ critiques of papers submitted to the journal. Two of the five most common concerns were: (1) the research questions were unclear, and (2) the answers to the questions did not make a substantial contribution to the field. These are likely to be major concerns for the reviewers of all research journals. We hope the knowledge and skills you have acquired working through this chapter will allow you to write the opening to your evolving research paper in a way that addresses these concerns. Much of the chapter should help make your research questions clear, and the prior section on formulating “important hypotheses” will help you convey the contribution of your study.

Exercise 2.3

Look back at your answers to the sets of questions before part II of this chapter.

Think about how you would argue for the importance of your current interest.

Write your interest in the form of (1) a research problem, (2) a research question, and (3) a prediction with the beginnings of a rationale. You will update these as you read the remaining chapters.

Part VIII. The Heart of Scientific Inquiry

In this chapter, we have described the process of formulating hypotheses. This process is at the heart of scientific inquiry. It is where doing research begins. Conducting research always involves formulating, testing, and revising hypotheses. This is true regardless of your research questions and whether you are using qualitative, quantitative, or mixed methods. Without engaging in this process in a deliberate, intense, relentless way, your study will reveal less than it could. By engaging in this process, you are maximizing what you, and others, can learn from conducting your study.

In the next chapter, we build on the ideas we have developed in the first two chapters to describe the purpose and nature of theoretical frameworks . The term theoretical framework, along with closely related terms like conceptual framework, can be somewhat mysterious for beginning researchers and can seem like a requirement for writing a paper rather than an aid for conducting research. We will show how theoretical frameworks grow from formulating hypotheses—from developing rationales for the predicted answers to your research questions. We will propose some practical suggestions for building theoretical frameworks and show how useful they can be. In addition, we will continue Martha’s story from the point at which we paused earlier—developing her theoretical framework.

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Hiebert, J., Cai, J., Hwang, S., Morris, A.K., Hohensee, C. (2023). How Do You Formulate (Important) Hypotheses?. In: Doing Research: A New Researcher’s Guide. Research in Mathematics Education. Springer, Cham. https://doi.org/10.1007/978-3-031-19078-0_2

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• Competitive advantage: By conducting market research, you’ll gain a competitive edge. You’ll be able to identify gaps in the market, analyze competitor strengths and weaknesses, and position your business strategically. This enables you to create unique value propositions, differentiate yourself from competitors, and seize opportunities that others may overlook.
• Risk mitigation: Market research helps you anticipate market shifts and potential challenges. By identifying threats early, you can proactively adjust their strategies to mitigate risks and respond effectively to changing circumstances. This proactive approach is particularly valuable in volatile industries.
• Resource optimization: Conducting market research allows organizations to allocate their time, money and resources more efficiently. It ensures that investments are made in areas with the highest potential return on investment, reducing wasted resources and improving overall business performance.
• Adaptation to market trends: Markets evolve rapidly, driven by technological advancements, cultural shifts and changing consumer attitudes. Market research ensures that you stay ahead of these trends and adapt your offerings accordingly so you can avoid becoming obsolete. 

As you can see, market research empowers businesses to make data-driven decisions, cater to customer needs, outperform competitors, mitigate risks, optimize resources and stay agile in a dynamic marketplace. These benefits make it a huge industry; the global market research services market is expected to grow from $76.37 billion in 2021 to $108.57 billion in 2026 . Now, let’s dig into the different types of market research that can help you achieve these benefits.

Types of market research 

• Qualitative research
• Quantitative research
• Exploratory research
• Descriptive research
• Causal research
• Cross-sectional research
• Longitudinal research

Despite its advantages, 23% of organizations don’t have a clear market research strategy. Part of developing a strategy involves choosing the right type of market research for your business goals. The most commonly used approaches include:

1. Qualitative research

Qualitative research focuses on understanding the underlying motivations, attitudes and perceptions of individuals or groups. It is typically conducted through techniques like in-depth interviews, focus groups and content analysis — methods we’ll discuss further in the sections below. Qualitative research provides rich, nuanced insights that can inform product development, marketing strategies and brand positioning.

2. Quantitative research

Quantitative research, in contrast to qualitative research, involves the collection and analysis of numerical data, often through surveys, experiments and structured questionnaires. This approach allows for statistical analysis and the measurement of trends, making it suitable for large-scale market studies and hypothesis testing. While it’s worthwhile using a mix of qualitative and quantitative research, most businesses prioritize the latter because it is scientific, measurable and easily replicated across different experiments.

3. Exploratory research

Whether you’re conducting qualitative or quantitative research or a mix of both, exploratory research is often the first step. Its primary goal is to help you understand a market or problem so you can gain insights and identify potential issues or opportunities. This type of market research is less structured and is typically conducted through open-ended interviews, focus groups or secondary data analysis. Exploratory research is valuable when entering new markets or exploring new product ideas.

4. Descriptive research

As its name implies, descriptive research seeks to describe a market, population or phenomenon in detail. It involves collecting and summarizing data to answer questions about audience demographics and behaviors, market size, and current trends. Surveys, observational studies and content analysis are common methods used in descriptive research. 

5. Causal research

Causal research aims to establish cause-and-effect relationships between variables. It investigates whether changes in one variable result in changes in another. Experimental designs, A/B testing and regression analysis are common causal research methods. This sheds light on how specific marketing strategies or product changes impact consumer behavior.

6. Cross-sectional research

Cross-sectional market research involves collecting data from a sample of the population at a single point in time. It is used to analyze differences, relationships or trends among various groups within a population. Cross-sectional studies are helpful for market segmentation, identifying target audiences and assessing market trends at a specific moment.

7. Longitudinal research

Longitudinal research, in contrast to cross-sectional research, collects data from the same subjects over an extended period. This allows for the analysis of trends, changes and developments over time. Longitudinal studies are useful for tracking long-term developments in consumer preferences, brand loyalty and market dynamics.

Each type of market research has its strengths and weaknesses, and the method you choose depends on your specific research goals and the depth of understanding you’re aiming to achieve. In the following sections, we’ll delve into primary and secondary research approaches and specific research methods.

Primary vs. secondary market research

Market research of all types can be broadly categorized into two main approaches: primary research and secondary research. By understanding the differences between these approaches, you can better determine the most appropriate research method for your specific goals.

Primary market research 

Primary research involves the collection of original data straight from the source. Typically, this involves communicating directly with your target audience — through surveys, interviews, focus groups and more — to gather information. Here are some key attributes of primary market research:

• Customized data: Primary research provides data that is tailored to your research needs. You design a custom research study and gather information specific to your goals.
• Up-to-date insights: Because primary research involves communicating with customers, the data you collect reflects the most current market conditions and consumer behaviors.
• Time-consuming and resource-intensive: Despite its advantages, primary research can be labor-intensive and costly, especially when dealing with large sample sizes or complex study designs. Whether you hire a market research consultant, agency or use an in-house team, primary research studies consume a large amount of resources and time.

Secondary market research 

Secondary research, on the other hand, involves analyzing data that has already been compiled by third-party sources, such as online research tools, databases, news sites, industry reports and academic studies.

Here are the main characteristics of secondary market research:

• Cost-effective: Secondary research is generally more cost-effective than primary research since it doesn’t require building a research plan from scratch. You and your team can look at databases, websites and publications on an ongoing basis, without needing to design a custom experiment or hire a consultant. 
• Leverages multiple sources: Data tools and software extract data from multiple places across the web, and then consolidate that information within a single platform. This means you’ll get a greater amount of data and a wider scope from secondary research.
• Quick to access: You can access a wide range of information rapidly — often in seconds — if you’re using online research tools and databases. Because of this, you can act on insights sooner, rather than taking the time to develop an experiment. 

So, when should you use primary vs. secondary research? In practice, many market research projects incorporate both primary and secondary research to take advantage of the strengths of each approach.

One rule of thumb is to focus on secondary research to obtain background information, market trends or industry benchmarks. It is especially valuable for conducting preliminary research, competitor analysis, or when time and budget constraints are tight. Then, if you still have knowledge gaps or need to answer specific questions unique to your business model, use primary research to create a custom experiment. 

Market research methods

• Surveys and questionnaires
• Focus groups
• Observational research
• Online research tools
• Experiments
• Content analysis
• Ethnographic research

How do primary and secondary research approaches translate into specific research methods? Let’s take a look at the different ways you can gather data: 

1. Surveys and questionnaires

Surveys and questionnaires are popular methods for collecting structured data from a large number of respondents. They involve a set of predetermined questions that participants answer. Surveys can be conducted through various channels, including online tools, telephone interviews and in-person or online questionnaires. They are useful for gathering quantitative data and assessing customer demographics, opinions, preferences and needs. On average, customer surveys have a 33% response rate , so keep that in mind as you consider your sample size.

2. Interviews

Interviews are in-depth conversations with individuals or groups to gather qualitative insights. They can be structured (with predefined questions) or unstructured (with open-ended discussions). Interviews are valuable for exploring complex topics, uncovering motivations and obtaining detailed feedback. 

3. Focus groups

The most common primary research methods are in-depth webcam interviews and focus groups. Focus groups are a small gathering of participants who discuss a specific topic or product under the guidance of a moderator. These discussions are valuable for primary market research because they reveal insights into consumer attitudes, perceptions and emotions. Focus groups are especially useful for idea generation, concept testing and understanding group dynamics within your target audience.

4. Observational research

Observational research involves observing and recording participant behavior in a natural setting. This method is particularly valuable when studying consumer behavior in physical spaces, such as retail stores or public places. In some types of observational research, participants are aware you’re watching them; in other cases, you discreetly watch consumers without their knowledge, as they use your product. Either way, observational research provides firsthand insights into how people interact with products or environments.

5. Online research tools

You and your team can do your own secondary market research using online tools. These tools include data prospecting platforms and databases, as well as online surveys, social media listening, web analytics and sentiment analysis platforms. They help you gather data from online sources, monitor industry trends, track competitors, understand consumer preferences and keep tabs on online behavior. We’ll talk more about choosing the right market research tools in the sections that follow.

6. Experiments

Market research experiments are controlled tests of variables to determine causal relationships. While experiments are often associated with scientific research, they are also used in market research to assess the impact of specific marketing strategies, product features, or pricing and packaging changes.

7. Content analysis

Content analysis involves the systematic examination of textual, visual or audio content to identify patterns, themes and trends. It’s commonly applied to customer reviews, social media posts and other forms of online content to analyze consumer opinions and sentiments.

8. Ethnographic research

Ethnographic research immerses researchers into the daily lives of consumers to understand their behavior and culture. This method is particularly valuable when studying niche markets or exploring the cultural context of consumer choices.

How to do market research

• Set clear objectives
• Identify your target audience
• Choose your research methods
• Use the right market research tools
• Collect data
• Analyze data 
• Interpret your findings
• Identify opportunities and challenges
• Make informed business decisions
• Monitor and adapt

Now that you have gained insights into the various market research methods at your disposal, let’s delve into the practical aspects of how to conduct market research effectively. Here’s a quick step-by-step overview, from defining objectives to monitoring market shifts.

1. Set clear objectives

When you set clear and specific goals, you’re essentially creating a compass to guide your research questions and methodology. Start by precisely defining what you want to achieve. Are you launching a new product and want to understand its viability in the market? Are you evaluating customer satisfaction with a product redesign? 

Start by creating SMART goals — objectives that are specific, measurable, achievable, relevant and time-bound. Not only will this clarify your research focus from the outset, but it will also help you track progress and benchmark your success throughout the process. 

You should also consult with key stakeholders and team members to ensure alignment on your research objectives before diving into data collecting. This will help you gain diverse perspectives and insights that will shape your research approach.

2. Identify your target audience

Next, you’ll need to pinpoint your target audience to determine who should be included in your research. Begin by creating detailed buyer personas or stakeholder profiles. Consider demographic factors like age, gender, income and location, but also delve into psychographics, such as interests, values and pain points.

The more specific your target audience, the more accurate and actionable your research will be. Additionally, segment your audience if your research objectives involve studying different groups, such as current customers and potential leads.

If you already have existing customers, you can also hold conversations with them to better understand your target market. From there, you can refine your buyer personas and tailor your research methods accordingly.

3. Choose your research methods

Selecting the right research methods is crucial for gathering high-quality data. Start by considering the nature of your research objectives. If you’re exploring consumer preferences, surveys and interviews can provide valuable insights. For in-depth understanding, focus groups or observational research might be suitable. Consider using a mix of quantitative and qualitative methods to gain a well-rounded perspective. 

You’ll also need to consider your budget. Think about what you can realistically achieve using the time and resources available to you. If you have a fairly generous budget, you may want to try a mix of primary and secondary research approaches. If you’re doing market research for a startup , on the other hand, chances are your budget is somewhat limited. If that’s the case, try addressing your goals with secondary research tools before investing time and effort in a primary research study. 

4. Use the right market research tools

Whether you’re conducting primary or secondary research, you’ll need to choose the right tools. These can help you do anything from sending surveys to customers to monitoring trends and analyzing data. Here are some examples of popular market research tools:

• Market research software: Crunchbase is a platform that provides best-in-class company data, making it valuable for market research on growing companies and industries. You can use Crunchbase to access trusted, first-party funding data, revenue data, news and firmographics, enabling you to monitor industry trends and understand customer needs.

• Survey and questionnaire tools: SurveyMonkey is a widely used online survey platform that allows you to create, distribute and analyze surveys. Google Forms is a free tool that lets you create surveys and collect responses through Google Drive.
• Data analysis software: Microsoft Excel and Google Sheets are useful for conducting statistical analyses. SPSS is a powerful statistical analysis software used for data processing, analysis and reporting.
• Social listening tools: Brandwatch is a social listening and analytics platform that helps you monitor social media conversations, track sentiment and analyze trends. Mention is a media monitoring tool that allows you to track mentions of your brand, competitors and keywords across various online sources.
• Data visualization platforms: Tableau is a data visualization tool that helps you create interactive and shareable dashboards and reports. Power BI by Microsoft is a business analytics tool for creating interactive visualizations and reports.

5. Collect data

There’s an infinite amount of data you could be collecting using these tools, so you’ll need to be intentional about going after the data that aligns with your research goals. Implement your chosen research methods, whether it’s distributing surveys, conducting interviews or pulling from secondary research platforms. Pay close attention to data quality and accuracy, and stick to a standardized process to streamline data capture and reduce errors. 

6. Analyze data

Once data is collected, you’ll need to analyze it systematically. Use statistical software or analysis tools to identify patterns, trends and correlations. For qualitative data, employ thematic analysis to extract common themes and insights. Visualize your findings with charts, graphs and tables to make complex data more understandable.

If you’re not proficient in data analysis, consider outsourcing or collaborating with a data analyst who can assist in processing and interpreting your data accurately.

7. Interpret your findings

Interpreting your market research findings involves understanding what the data means in the context of your objectives. Are there significant trends that uncover the answers to your initial research questions? Consider the implications of your findings on your business strategy. It’s essential to move beyond raw data and extract actionable insights that inform decision-making.

Hold a cross-functional meeting or workshop with relevant team members to collectively interpret the findings. Different perspectives can lead to more comprehensive insights and innovative solutions.

8. Identify opportunities and challenges

Use your research findings to identify potential growth opportunities and challenges within your market. What segments of your audience are underserved or overlooked? Are there emerging trends you can capitalize on? Conversely, what obstacles or competitors could hinder your progress?

Lay out this information in a clear and organized way by conducting a SWOT analysis, which stands for strengths, weaknesses, opportunities and threats. Jot down notes for each of these areas to provide a structured overview of gaps and hurdles in the market.

9. Make informed business decisions

Market research is only valuable if it leads to informed decisions for your company. Based on your insights, devise actionable strategies and initiatives that align with your research objectives. Whether it’s refining your product, targeting new customer segments or adjusting pricing, ensure your decisions are rooted in the data.

At this point, it’s also crucial to keep your team aligned and accountable. Create an action plan that outlines specific steps, responsibilities and timelines for implementing the recommendations derived from your research. 

10. Monitor and adapt

Market research isn’t a one-time activity; it’s an ongoing process. Continuously monitor market conditions, customer behaviors and industry trends. Set up mechanisms to collect real-time data and feedback. As you gather new information, be prepared to adapt your strategies and tactics accordingly. Regularly revisiting your research ensures your business remains agile and reflects changing market dynamics and consumer preferences.

Online market research sources

As you go through the steps above, you’ll want to turn to trusted, reputable sources to gather your data. Here’s a list to get you started:

• Crunchbase: As mentioned above, Crunchbase is an online platform with an extensive dataset, allowing you to access in-depth insights on market trends, consumer behavior and competitive analysis. You can also customize your search options to tailor your research to specific industries, geographic regions or customer personas.

• Academic databases: Academic databases, such as ProQuest and JSTOR , are treasure troves of scholarly research papers, studies and academic journals. They offer in-depth analyses of various subjects, including market trends, consumer preferences and industry-specific insights. Researchers can access a wealth of peer-reviewed publications to gain a deeper understanding of their research topics.
• Government and NGO databases: Government agencies, nongovernmental organizations and other institutions frequently maintain databases containing valuable economic, demographic and industry-related data. These sources offer credible statistics and reports on a wide range of topics, making them essential for market researchers. Examples include the U.S. Census Bureau , the Bureau of Labor Statistics and the Pew Research Center .
• Industry reports: Industry reports and market studies are comprehensive documents prepared by research firms, industry associations and consulting companies. They provide in-depth insights into specific markets, including market size, trends, competitive analysis and consumer behavior. You can find this information by looking at relevant industry association databases; examples include the American Marketing Association and the National Retail Federation .
• Social media and online communities: Social media platforms like LinkedIn or Twitter (X) , forums such as Reddit and Quora , and review platforms such as G2 can provide real-time insights into consumer sentiment, opinions and trends. 

Market research examples

At this point, you have market research tools and data sources — but how do you act on the data you gather? Let’s go over some real-world examples that illustrate the practical application of market research across various industries. These examples showcase how market research can lead to smart decision-making and successful business decisions.

Example 1: Apple’s iPhone launch

Apple ’s iconic iPhone launch in 2007 serves as a prime example of market research driving product innovation in tech. Before the iPhone’s release, Apple conducted extensive market research to understand consumer preferences, pain points and unmet needs in the mobile phone industry. This research led to the development of a touchscreen smartphone with a user-friendly interface, addressing consumer demands for a more intuitive and versatile device. The result was a revolutionary product that disrupted the market and redefined the smartphone industry.

Example 2: McDonald’s global expansion

McDonald’s successful global expansion strategy demonstrates the importance of market research when expanding into new territories. Before entering a new market, McDonald’s conducts thorough research to understand local tastes, preferences and cultural nuances. This research informs menu customization, marketing strategies and store design. For instance, in India, McDonald’s offers a menu tailored to local preferences, including vegetarian options. This market-specific approach has enabled McDonald’s to adapt and thrive in diverse global markets.

Example 3: Organic and sustainable farming

The shift toward organic and sustainable farming practices in the food industry is driven by market research that indicates increased consumer demand for healthier and environmentally friendly food options. As a result, food producers and retailers invest in sustainable sourcing and organic product lines — such as with these sustainable seafood startups — to align with this shift in consumer values. 

The bottom line? Market research has multiple use cases and is a critical practice for any industry. Whether it’s launching groundbreaking products, entering new markets or responding to changing consumer preferences, you can use market research to shape successful strategies and outcomes.

Market research templates

You finally have a strong understanding of how to do market research and apply it in the real world. Before we wrap up, here are some market research templates that you can use as a starting point for your projects:

• Smartsheet competitive analysis templates : These spreadsheets can serve as a framework for gathering information about the competitive landscape and obtaining valuable lessons to apply to your business strategy.
• SurveyMonkey product survey template : Customize the questions on this survey based on what you want to learn from your target customers.
• HubSpot templates : HubSpot offers a wide range of free templates you can use for market research, business planning and more.
• SCORE templates : SCORE is a nonprofit organization that provides templates for business plans, market analysis and financial projections.
• SBA.gov : The U.S. Small Business Administration offers templates for every aspect of your business, including market research, and is particularly valuable for new startups. 

Strengthen your business with market research

When conducted effectively, market research is like a guiding star. Equipped with the right tools and techniques, you can uncover valuable insights, stay competitive, foster innovation and navigate the complexities of your industry.

Throughout this guide, we’ve discussed the definition of market research, different research methods, and how to conduct it effectively. We’ve also explored various types of market research and shared practical insights and templates for getting started. 

Now, it’s time to start the research process. Trust in data, listen to the market and make informed decisions that guide your company toward lasting success.

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What are the Market Research Methods?

• August 15, 2023
• Topic: Brand Strategy , Corporate , Corporate Trends , Customer Experience , Market Analysis , Product Lifecycle
• Resource type: Insights Blog

So, you have a question, but you are unsure of how to get your answer. Maybe you are wondering who your target audience is or why you lost out on a deal to your competition. Maybe you are looking to expand into a new market and want to know more about the customers and competitors in the industry. While these examples are similar in the way they help you understand your business better, they all require different market research methodologies to arrive at the answer.  

What are Market Research Methodologies?  

Research methodologies are various ways to perform research to understand your problem. The correct type to employ depends on the answers you are seeking, the information you have, and the information you need to gather. There are many different methods, but most fall into four categories: data analytics, survey, qualitative, and secondary.

In this post, we will provide an overview of the four main research methodologies along with the benefits and challenges of each.  

Custom or Syndicated Research  

In addition to the types of methodologies, there are two types of funded research: custom and syndicated.   

Custom research is funded by a single company and is focused on answering the key questions the business seeks to understand. Though more costly, the research design, implementation, and results are unique and targeted toward addressing the funding company’s needs.  

On the other hand, syndicated research is not curated or funded by a specific client; a market research company conducts it to offer data such as industry statistics, current best practices, or recent trends. Though not directly tied to a single company’s situation, businesses often buy syndicated research to gather perspective on their performance and identify areas where custom research can help provide more insight.   

The Four Types Of Market Research   

Data analytics  .

Data analytics research involves collecting and analyzing large sets of data to derive answers, uncover patterns, and predict future outcomes. This method helps you identify and understand things you are aware of but don’t yet understand.

Data can come from a variety of sources including CRM data, historical transactional data, survey data, a third-party publisher, and more to build a holistic map of the situation, identify gaps and discern trends. Data analytics is the most common research method with almost 70% of companies using it in at least one market research project in the past year.  

For example, you might have large sets of historical data and know there is a data-backed answer for how to segment your customers, but you have yet to compile all your information together to identify the answer.  

Benefits and Challenges

Benefits: Analyzing historical data provides a holistic view of a situation by combining different sets of data and modeling potential scenarios and outcomes. You can confirm hypotheses, break biases, and help build cases internally.

Challenges: This method requires a lot of data, and some of that data may be hard to access, hard to generate, or not easily analyzed. This method also requires a lot of time, money, and resources to acquire and parse the correct data.   

Survey research involves gathering opinions, preferences, and experiences by asking a set of questions to a targeted group of people. The focus of survey research is to test theories, assumptions, and hypotheses. The answers are collected from a representative sample of a targeted audience, allowing the researchers to quantify data and generalize the results to the wider population with a reasonable margin of error and strong confidence level.

Survey data can be collected from consumers, other business decision-makers, or your customer lists. Surveys are a very popular market research methodology with over 60% of companies performing at least one survey in the last year.  

For example, you may be wondering how satisfied your customers are, what factors drive satisfaction, and how you compare to key competitors in the market. By surveying your customers and those of key competitors you can understand the drivers of satisfaction and your relative strengths and opportunity areas in the market.  

Benefits and Challenges 

Benefits : Surveys provide an aggregate but statistically significant picture that companies can leverage to make decisions that align with their audiences’ preferences. Surveys also offer the ability to segment answers based on segments of the audience to analyze how different groups respond to the same questions.   

Challenges: Surveys are a fixed set of questions and cannot be adjusted once the survey has been deployed. Responses are limited to the questions posed by the researcher and don’t allow for open-ended qualitative responses. Surveys require many respondents, and depending on the target audience, it can be challenging to find a large enough sample size to provide statistically significant results. Lastly, surveys need to incentivize respondents, which could lead to a high price tag.  

Qualitative Methodologies   

Qualitative research focuses on targeted insights around concepts, opinions, and preferences. Unlike quantitative methods, these market research methodologies leverage a smaller set of data and respondents but allow for more in-depth answers. It also allows for companies to gather follow-up data that delves deeper into the reasoning behind responses  

This method is exploratory in nature to help you formulate hypothesis and establish directional themes or trends. Qualitative research also helps you understand the underlying motivations, attitudes, and perceptions of respondents.  

 The two most common qualitative research methodologies are in-depth interviews and focus groups.  

In-depth interviews  

This market research methodology involves one-on-one conversations between interviewers and those from the target audience. The interview follows a pre-determined set of questions to reveal sentiment, decision-making processes, and unmet needs. With only 40% of companies conducting them, interviews are the least used methodology, likely a result of the challenges mentioned below.  

Benefits : Interviews provide the ability to gather more in-depth answers on customer preferences by allowing researchers to ask follow-up questions to probe deeper and further clarify responses. It also allows respondents to answer in their own words rather than be bound by the available responses offered by a survey. 

Challenges: Interviews are responses from a small group of people and the results cannot be generalized to a wider audience. They are also very challenging to implement. Often, it is a struggle to identify and incentivize enough participants, and the price per respondent can be costly depending on their rarity and level of expertise. It is also critical to enlist an experienced interviewer to ensure that both the initial and follow-up questions are tailored to gather accurate information that fully addresses your target questions.   

  Focus groups   

These facilitator-led group discussions reveal perceptions of or reception to a concept or idea. While the facilitator guides the meeting, the direction of the conversation is determined by the participants creating organic responses that stem from participant perception. Just over half of companies have conducted a focus group in the last year.   

Benefits: F ocus groups allow for exploration of concepts and physical products beyond set responses like those available in through a survey. The social aspect of the focus group can also gather multiple points of view on a topic in one setting. This can add additional insight for both participants in their ongoing feedback and facilitators for their final analysis.

Challenges: Focus groups are kept small to gather meaningful insights from a group of people, something that would be difficult if the group was too large. As such, the sample size is very small, and the responses can‘t be extrapolated to a larger audience.  It is also challenging to find a group of qualified participants that are all available at the same time.

Traditionally, focus groups were conducted in person and there was a higher cost to host the group live. Now depending on the product or concept being reviewed, focus groups can be conducted over video calls, lessening the burden of cost and logistics, however the cost to incentivize members to take part remains. Similar to interviews, you will need to enlist an experienced moderator that can facilitate the conversation and help direct it as needed to ensure the target questions are addressed  

Secondary Research Methodologies     

Secondary research, a lso known as desk research, is leveraging data that already exists to answer your questions. This market research method is helpful for answering questions or deepening your understanding of things you are not directly familiar with but understand. It can be used to understand what others in your market are doing, identify potential markets for growth or expansion, or allow you to compare your organization to others on key performance indicators.  

For example, you might understand that customer preferences have affected your market, but you don’t know the exact changes. However, others have already done related research that can provide context or direct answers to your question. Secondary research is a very popular method with over half ( 55% ) of companies conducting secondary research to get insights they need for their strategies.   

Benefits: Secondary research is one of the quicker methodologies as it leverages existing data. The bulk of the time is spent identifying the problem, accessing existing data, and consolidating it for analysis and insights.   

Challenges: Some of the data you need might require payment, which would increase the cost of the overall project. There is also the risk that a data point needed for your analysis does not exist, requiring you to either speak to an expert or conduct your own research to fill in the gap.  

Picking the Right Research Methodology  

Though there are many options to choose from, the correct market research methodology to implement will be guided by the information you already have and the questions you are trying to answer.

Before you start your research, begin by listing what you know and what you are looking to learn. Some choices are very clear cut. For example, are you looking to learn more about your company’s operations in the hopes of identifying a better strategy? Since you have access to your own data and are looking to learn more, data analytics would be your best path forward.  

Sometimes choosing the right market research methodology might require more thought. For example, are you looking to launch a new product and want to learn more about customer preferences? You could interview customers or launch a focus group, but do you know what questions to ask? And as the sample pool is so small, the results from qualitative methods should not be used to make assumptions about a larger customer base.

The best place to start would be to conduct a survey to the target audience to get a basic understanding of the market and potential customer preferences. If it is a well-known customer base, you may be able to through secondary research by leveraging existing data to analyze the market.  

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9 Key stages in your marketing research process

You can conduct your own marketing research. Follow these steps, add your own flair, knowledge and creativity, and you’ll have bespoke research to be proud of.

Marketing research is the term used to cover the concept, development, placement and evolution of your product or service, its growing customer base and its branding – starting with brand awareness , and progressing to (everyone hopes) brand equity . Like any research, it needs a robust process to be credible and useful.

Marketing research uses four essential key factors known as the ‘marketing mix’ , or the Four Ps of Marketing :

• Product (goods or service)
• Price ( how much the customer pays )
• Place (where the product is marketed)
• Promotion (such as advertising and PR)

These four factors need to work in harmony for a product or service to be successful in its marketplace.

The marketing research process – an overview

A typical marketing research process is as follows:

• Identify an issue, discuss alternatives and set out research objectives
• Develop a research program
• Choose a sample
• Gather information
• Gather data
• Organize and analyze information and data
• Present findings
• Make research-based decisions
• Take action based on insights

Step 1: Defining the marketing research problem

Defining a problem is the first step in the research process. In many ways, research starts with a problem facing management. This problem needs to be understood, the cause diagnosed, and solutions developed.

However, most management problems are not always easy to research, so they must first be translated into research problems. Once you approach the problem from a research angle, you can find a solution. For example, “sales are not growing” is a management problem, but translated into a research problem, it becomes “ why are sales not growing?” We can look at the expectations and experiences of several groups : potential customers, first-time buyers, and repeat purchasers. We can question whether the lack of sales is due to:

• Poor expectations that lead to a general lack of desire to buy, or
• Poor performance experience and a lack of desire to repurchase.

This, then, is the difference between a management problem and a research problem. Solving management problems focuses on actions: Do we advertise more? Do we change our advertising message? Do we change an under-performing product configuration? And if so, how?

Defining research problems, on the other hand, focus on the whys and hows, providing the insights you need to solve your management problem.

Step 2: Developing a research program: method of inquiry

The scientific method is the standard for investigation. It provides an opportunity for you to use existing knowledge as a starting point, and proceed impartially.

The scientific method includes the following steps:

• Define a problem
• Develop a hypothesis
• Make predictions based on the hypothesis
• Devise a test of the hypothesis
• Conduct the test
• Analyze the results

This terminology is similar to the stages in the research process. However, there are subtle differences in the way the steps are performed:

• the scientific research method is objective and fact-based, using quantitative research and impartial analysis
• the marketing research process can be subjective, using opinion and qualitative research, as well as personal judgment as you collect and analyze data

Step 3: Developing a research program: research method

As well as selecting a method of inquiry (objective or subjective), you must select a research method . There are two primary methodologies that can be used to answer any research question:

• Experimental research : gives you the advantage of controlling extraneous variables and manipulating one or more variables that influence the process being implemented.
• Non-experimental research : allows observation but not intervention – all you do is observe and report on your findings.

Step 4: Developing a research program: research design

Research design is a plan or framework for conducting marketing research and collecting data. It is defined as the specific methods and procedures you use to get the information you need.

There are three core types of marketing research designs: exploratory, descriptive, and causal . A thorough marketing research process incorporates elements of all of them.

Exploratory marketing research

This is a starting point for research. It’s used to reveal facts and opinions about a particular topic, and gain insight into the main points of an issue. Exploratory research is too much of a blunt instrument to base conclusive business decisions on, but it gives the foundation for more targeted study. You can use secondary research materials such as trade publications, books, journals and magazines and primary research using qualitative metrics, that can include open text surveys, interviews and focus groups.

Descriptive marketing research

This helps define the business problem or issue so that companies can make decisions, take action and monitor progress. Descriptive research is naturally quantitative – it needs to be measured and analyzed statistically , using more targeted surveys and questionnaires. You can use it to capture demographic information , evaluate a product or service for market, and monitor a target audience’s opinion and behaviors. Insights from descriptive research can inform conclusions about the market landscape and the product’s place in it.

Causal marketing research

This is useful to explore the cause and effect relationship between two or more variables. Like descriptive research , it uses quantitative methods, but it doesn’t merely report findings; it uses experiments to predict and test theories about a product or market. For example, researchers may change product packaging design or material, and measure what happens to sales as a result.

Step 5: Choose your sample

Your marketing research project will rarely examine an entire population. It’s more practical to use a sample - a smaller but accurate representation of the greater population. To design your sample, you’ll need to answer these questions:

• Which base population is the sample to be selected from? Once you’ve established who your relevant population is (your research design process will have revealed this), you have a base for your sample. This will allow you to make inferences about a larger population.
• What is the method (process) for sample selection? There are two methods of selecting a sample from a population:

1. Probability sampling : This relies on a random sampling of everyone within the larger population.

2. Non-probability sampling : This is based in part on the investigator’s judgment, and often uses convenience samples, or by other sampling methods that do not rely on probability.

• What is your sample size? This important step involves cost and accuracy decisions. Larger samples generally reduce sampling error and increase accuracy, but also increase costs. Find out your perfect sample size with our calculator .

Step 6: Gather data

Your research design will develop as you select techniques to use. There are many channels for collecting data, and it’s helpful to differentiate it into O-data (Operational) and X-data (Experience):

• O-data is your business’s hard numbers like costs, accounting, and sales. It tells you what has happened, but not why.
• X-data gives you insights into the thoughts and emotions of the people involved: employees, customers, brand advocates.

When you combine O-data with X-data, you’ll be able to build a more complete picture about success and failure - you’ll know why. Maybe you’ve seen a drop in sales (O-data) for a particular product. Maybe customer service was lacking, the product was out of stock, or advertisements weren’t impactful or different enough: X-data will reveal the reason why those sales dropped. So, while differentiating these two data sets is important, when they are combined, and work with each other, the insights become powerful.

With mobile technology, it has become easier than ever to collect data. Survey research has come a long way since market researchers conducted face-to-face, postal, or telephone surveys. You can run research through:

• Social media ( polls and listening )

Another way to collect data is by observation. Observing a customer’s or company’s past or present behavior can predict future purchasing decisions. Data collection techniques for predicting past behavior can include market segmentation , customer journey mapping and brand tracking .

Regardless of how you collect data, the process introduces another essential element to your research project: the importance of clear and constant communication .

And of course, to analyze information from survey or observation techniques, you must record your results . Gone are the days of spreadsheets. Feedback from surveys and listening channels can automatically feed into AI-powered analytics engines and produce results, in real-time, on dashboards.

Step 7: Analysis and interpretation

The words ‘ statistical analysis methods ’ aren’t usually guaranteed to set a room alight with excitement, but when you understand what they can do, the problems they can solve and the insights they can uncover, they seem a whole lot more compelling.

Statistical tests and data processing tools can reveal:

• Whether data trends you see are meaningful or are just chance results
• Your results in the context of other information you have
• Whether one thing affecting your business is more significant than others
• What your next research area should be
• Insights that lead to meaningful changes

There are several types of statistical analysis tools used for surveys. You should make sure that the ones you choose:

• Work on any platform - mobile, desktop, tablet etc.
• Integrate with your existing systems
• Are easy to use with user-friendly interfaces, straightforward menus, and automated data analysis
• Incorporate statistical analysis so you don’t just process and present your data, but refine it, and generate insights and predictions.

Here are some of the most common tools:

• Benchmarking : a way of taking outside factors into account so that you can adjust the parameters of your research. It ‘levels the playing field’ – so that your data and results are more meaningful in context. And gives you a more precise understanding of what’s happening.
• Regression analysis : this is used for working out the relationship between two (or more) variables. It is useful for identifying the precise impact of a change in an independent variable.
• T-test is used for comparing two data groups which have different mean values. For example, do women and men have different mean heights?
• Analysis of variance (ANOVA) Similar to the T-test, ANOVA is a way of testing the differences between three or more independent groups to see if they’re statistically significant.
• Cluster analysis : This organizes items into groups, or clusters, based on how closely associated they are.
• Factor analysis: This is a way of condensing many variables into just a few, so that your research data is less unwieldy to work with.
• Conjoint analysis : this will help you understand and predict why people make the choices they do. It asks people to make trade-offs when making decisions, just as they do in the real world, then analyzes the results to give the most popular outcome.
• Crosstab analysis : this is a quantitative market research tool used to analyze ‘categorical data’ - variables that are different and mutually exclusive, such as: ‘men’ and ‘women’, or ‘under 30’ and ‘over 30’.
• Text analysis and sentiment analysis : Analyzing human language and emotions is a rapidly-developing form of data processing, assigning positive, negative or neutral sentiment to customer messages and feedback.

Stats IQ can perform the most complicated statistical tests at the touch of a button using our online survey software , or data from other sources. Learn more about Stats iQ now .

Step 8: The marketing research results

Your marketing research process culminates in the research results. These should provide all the information the stakeholders and decision-makers need to understand the project.

The results will include:

• all your information
• a description of your research process
• the results
• conclusions
• recommended courses of action

They should also be presented in a form, language and graphics that are easy to understand, with a balance between completeness and conciseness, neither leaving important information out or allowing it to get so technical that it overwhelms the readers.

Traditionally, you would prepare two written reports:

• a technical report , discussing the methods, underlying assumptions and the detailed findings of the research project
• a summary report , that summarizes the research process and presents the findings and conclusions simply.

There are now more engaging ways to present your findings than the traditional PowerPoint presentations, graphs, and face-to-face reports:

• Live, interactive dashboards for sharing the most important information, as well as tracking a project in real time.
• Results-reports visualizations – tables or graphs with data visuals on a shareable slide deck
• Online presentation technology, such as Prezi
• Visual storytelling with infographics
• A single-page executive summary with key insights
• A single-page stat sheet with the top-line stats

You can also make these results shareable so that decision-makers have all the information at their fingertips.

Step 9 Turn your insights into action

Insights are one thing, but they’re worth very little unless they inform immediate, positive action. Here are a few examples of how you can do this:

• Stop customers leaving – negative sentiment among VIP customers gets picked up; the customer service team contacts the customers, resolves their issues, and avoids churn .
• Act on important employee concerns – you can set certain topics, such as safety, or diversity and inclusion to trigger an automated notification or Slack message to HR. They can rapidly act to rectify the issue.
• Address product issues – maybe deliveries are late, maybe too many products are faulty. When product feedback gets picked up through Smart Conversations, messages can be triggered to the delivery or product teams to jump on the problems immediately.
• Improve your marketing effectiveness - Understand how your marketing is being received by potential customers, so you can find ways to better meet their needs
• Grow your brand - Understand exactly what consumers are looking for, so you can make sure that you’re meeting their expectations

Download now: 8 Innovations to Modernize Market Research

Scott Smith

Scott Smith, Ph.D. is a contributor to the Qualtrics blog.

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A concise guide to reproducible research using secondary data

Chapter 2 formulating a hypothesis.

“There is no single best way to develop a research idea.” ( Pischke 2012 )

2.1 How do you develop a research question and formulate a hypothesis?

You decide to undertake a scientific project. Where do you start? First, you need to find a research question that interests you and formulate a hypothesis. We will introduce some key terminology, steps you can take, and examples how to develop research questions. Note that .

What if someone assigns a topic to me? For students attending undergraduate and graduate courses that often pick topics from a list, all of these steps are equally important and necessary. You still need to formulate a research question and a hypothesis. And it is important to clarify the relevance of your topic for yourself.

When thinking about a research question, you need to identify a topic that is:

• Relevant , important in the world and interesting to you as a researcher: Does working on the topic excites you? You will spend many hours thinking about it and working on it. Therefore, it should be interesting and engaging enough for you to motivate your continued work on this topic.
• Specific : not too broad and not too narrow
• Feasible to research within a given time frame: Is it possible to answer the research question based on your time budget, data and additional resources.

How do you find a topic or develop a feasible research idea in the first place? Finding an idea is not difficult, the critical part is to find a good idea. How do you do that? There is no one specific way how one gets an idea, rather there is a myriad of ways how people come up with potential ideas (for example, as stated by Varian ( 2016 ) ).

You can find inspiration by

• Looking at insights from the world around you: your own life and experiences, observe the behavior of people around you
• Talking to people around you, experts, other students, family members
• Talking to individuals outside your field (non-economists)
• Talking to professionals working in the area you are interested in (you may use social media and professional platforms like LinkedIN or Twitter to make contact)
• Reading journal articles from other non-economic social sciences and the medical literature
• What are the issues being discussed?
• How do these issues affect people’s lives?

In addition you could

• Go to virtual and in-person seminars, for example, the Essen Health Economics Seminar
• Look at abstracts of scientific articles and working papers
• Look at the literature in a specific field you are interested in, for example, screening complete issues of journals or editorials about certain research advancements. By reading this literature you might come up with the idea on how to extend and refine previous research.

Once you identified a research question that is of interest to you, you need to define a hypothesis.

2.2 What is a hypothesis?

A hypothesis is a statement that introduces your research question and suggests the results you might find. It is an educated guess. You start by posing an economic question and formulate a hypothesis about this question. Then you test it with your data and empirical analysis and either accept or reject the hypothesis. It constitutes the main basis of your scientific investigation and you should be careful when creating it.

2.2.1 Develop a hypothesis

Before you formulate your hypothesis, read up on the topic of interest. This should provide you with sufficient information to narrow down your research question. Once you find your question you need to develop a hypothesis, which contains a statement of your expectations regarding your research question’s results. You propose to prove your hypothesis with your research by testing the relationship between two variables of interest. Thus, a hypothesis should be testable with the data at hand. There are two types of hypotheses: alternative or null. Null states that there is no effect. Alternative states that there is an effect.

There is an alternative view on this that suggests one should not look at the literature too early on in the idea-generating process to not be influenced and shaped by someone else’s ideas ( Varian 2016 ) . According to this view you can spend some time (i.e. a few weeks) trying to develop your own original idea. Even if you end up with an idea that has already been pursued by someone else, this will still provide you with good practice in developing publishable ideas. After you have developed an idea and made sure that it was not yet investigated in the literature, you can start conducting a systematic literature review. By doing this, you can find some other interesting insights from the work of others that you can synthesize in your own work to produce something novel and original.

2.2.2 Identify relevant literature

For your research project you will need to identify and collect previous relevant literature. It should involve a thorough search of the keywords in relevant databases and journals. Place emphasis on articles from high-ranking journals with significant numbers of citations. This will give you an indication of the most influential and important work in the field. Once you identify and collect the relevant literature for your topic, you will need to critically synthesize it in your literature review.

When you perform your literature review, consider theories that may inform your research question. For example, when studying physician behavior you may consider principal-agent theory.

2.2.3 Research question or literature review: the chicken or the egg problem?

Whether you start reading the literature first or by developing an idea may depend on your level (graduate student, early career researcher) and other goals. However, thinking freely about what you like to investigate first may help to critically develop a feasible and interesting research question.

We highlight an example how to start with investigating the real world and subsequently posing a research question ( “How to Write a Strong Hypothesis Steps and Examples ” 2019 ; “Developing Strong Research Questions Criteria and Examples ” 2019 ; Schilbach 2019 ) . For example, based on your observation you notice that people spend extensive amount of time looking at their smartphones. Maybe even you yourself engage in the same behavior. In addition, you read a BBC News article Social media damages teenagers’ mental health, report says .

(#fig:social_media)Social media and mental health

Source: BBC

You decide to translate this article and your observations into a research question : How does social media use affect mental health? Before you formulate your hypothesis, read up on the topic of interest. Read economic, medical and other social science literature on the topic. There is likely to be a vast amount of literature from non-economic fields that are doing research on your topic of interest, for example, psychology or neuroscience. Familiarize yourself with it and master it. Do not get distracted by different scientific methodologies and techniques that might seem not up-to-par to the economic studies (small sample sizes, endogeneity, uncovering association rather than causation, etc.), but rather focus on suggestions of potential mechanisms.

A hypothesis is then your research question distilled into a one sentence statement, which presents your expectations regarding the results. You propose to prove your hypothesis by testing the relationship between two variables of interest with the data at hand. There are two types of hypotheses: alternative or null. The null hypothesis states that there is no effect. The alternative hypothesis states that there is an effect.

A hypothesis related to the above-stated research question could be: The increased use of social media among teenagers leads to (is associated with) worse mental health outcomes, i.e. increased incidence of depression, eating disorders, worse well-being and lower self-esteem. It suggests a direction of a relationship that you expect to find that is guided by your observations and existing evidence. It is testable with scientific research methods by using statistical analysis of the relevant data.

Your hypothesis suggests a relationship between two variables: social media use (your independent variable \(X\) ) and mental health (dependent variable \(Y\) ). It could be framed in terms of correlation (is associated with) or causation (leads to). This should be reflected in the choice of scientific investigation you decide to undertake.

The null hypothesis is: There is no relationship between social media use among teenagers and their mental health .

2.3 Resources box

2.3.1 how to develop strong research questions.

• The form of the research process
• Varian, H. R. (2016). How to build an economic model in your spare time. The American Economist, 61(1), 81-90.

2.3.2 Identify relevant literature from major general interest and field literature

To identify the relevant literature you can

• use academic search engines such as Google Scholar, Web of Science, EconLit, PubMed.
• search working paper series such as the National Bureau of Economic Research , NetEc or IZA
• search more general resource sites such as Resources for Economists
• go to the library/use library database

2.3.3 Assess the quality of a journal article

Several rankings may help to assess the quality of research you consider

• Journals of general interest and by field in economics and management - For German-speaking countries, consider the VWL / BWL Handelsblatt Ranking for economics and management - The German Association of Management Scholars provides an expert-based ranking VHB JourQual 3.0, Teilranking Management im Gesundheitswesen - Web of Science Impact Factors - Scimago
• Health Economics, Health Services and Health Care Managment Research: Health Economics Journals List
• Be aware that like in any other domain there are predatory publishing practices .

Use tools to investigate how a journal article is connected to other works

• Citationgecko
• Connected papers
• scite_ – a tool to get a first impression whether a study is disputed or academic consensus

2.3.4 Organize your literature

• Zotero (free of charge)
• Mendeley (free of charge)
• EndNote (potentially free of charge via your university)
• Citavi (potentially free of charge via your university)
• BibTEX if you work with TEX
• Excel spread sheet

2.4 Checklist to get started with formulating your hypothesis

• Find an interesting and relevant research topic, if not assigned
• Try to suck up all information you can easily obtain from various sources within and outside academic literature
• Formulate one compelling research question
• Find the best available empirical and theoretical evidence that is related to your research question
• Formulate a hypothesis
• Check whether data are available for analysis
• Challenge your idea with your fellows or senior researchers

2.5 Example: Hellerstein ( 1998 )

As an illustration of the research process of formulating a hypothesis, designing a study, running a study, collecting and analyzing the data and, finally, reporting the study, we provide an example by replicating Judith K. Hellerstein’s paper “The Importance of the Physician in the Generic versus Trade-Name Prescription Decision” that was published in 1998 in the RAND Journal of Economics.

Hellerstein’s 1998 paper has impacted discussion about behavioral factors of physician decisions and pharmaceutical markets over two decades. The study received 448 citations on Google Scholar since 1998 by 27/03/2022, including recent mentions in top field journals such as Journal of Public Economics (2021) , Journal of Health Economics (2019) , and Health Economics (2019) .

Figure 2.1: Connected graph of Hellerstein ( 1998 ) , February 2022

Figure 2.1 shows a connected graph of prior and derivative works related to the study.

The work has impacted the literature researching the role of physician behavior and its influence on access, adoption and diffusion of health services, moral hazard and incentives in prescription and treatment decisions and the influence of different payment schemes, and a vast body of literature studying the pharmaceutical market.

The research that has been influenced by Hellerstein includes evidence on:

• generic drug entries and market efficiency
• the effectiveness of pharmaceutical promotion
• the effectiveness of price regulations
• the role of patents and dynamics of market segmentation

At the end of each chapter, we demonstrate insights into this study that we replicate.

2.5.1 Context of the study - escalating health expenditures

In the United States, the total prescription drug expenditure in 2020 marked about 358.7 billion US Dollars ( Statista n.d. ) . The prescription of generic drugs in comparison to more expensive brand-name versions is an option in reducing the total health care expenditure. Generic drugs are bioequivalent in the active ingredients and can serve as a channel to contain prescription expenditure ( Kesselheim 2008 ) as generic drugs are between 20 and 90% cheaper than their trade-name alternatives ( Dunne et al. 2013 ) .

2.5.2 Research question - How does a patient’s insurance status influence the physician’s choice between generic compared to brand-name drugs?

Physicians are faced with a multitude of medication options, including the choice between generic and trade-name drugs. Physicians ideally act as agents for their patients to identify the best available treatment option based on their needs. Choosing the best treatment entails cost of coordination and cognition. The prescription of generic drugs may serve as an example to what extent physicians customize treatments according to patients’ needs with regards to cost. From an economic point of view we may expect that once a generic drug is available, a perfectly rational agent (i.e. physician) would prescribe a generic drug instead of the trade-name version if therapeutically identical ( Dranove 1989 ) . This leads to the following research question: “Do physicians vary their prescription decisions on a patient-by-patient basis or do they systematically prescribe the same version, trade-name or generic, to all patients?” .

The 1998 Hellerstein’s study examines two hypotheses:

• The physician prescribing choice influences the selection of a generic over a brand-name drug
• The patient’s insurance status influences the physician’s choice between generic and brand-name drugs.

For the purpose of this example and in the replication exercise we focus on the second aspect.

2.5.3 Hypothesis

The paper formulates the following hypothesis:

Physicians are more likely to prescribe generics to patients who do not have insurance coverage for prescription pharmaceuticals (moral hazard in insurance)

Hellerstein ( 1998 ) discusses that, based on insurance status, some patients may demand certain care more than others. If, for example, the prescription drug is reimbursed by the patient’s health insurance, this may cause overconsumption. This behavior can potentially differ by the patient’s insurance scheme. A patient that has no insurance and, thus, does not get any reimbursement for prescription drugs, might have a higher incentive to demand cheaper generic drugs ( Danzon and Furukawa 2011 ) than a patient with insurance that covers prescription drugs, either generic or trade-name. Given that the United States have different insurance schemes with varying prescription drug coverage, it is of interest to investigate the role of a patient’s insurance status in the physician’s choice between generic compared to brand-name drugs.

Hellerstein ( 1998 ) considers a patient’s insurance status as a matter of dividing the study population in groups for which the choice between generic and brand-name drugs differs. She suggests that There is a relationship between the prescription of a generic drug and insurance status of a patient. ( Hellerstein 1998 ) .

Providing answers to a research question requires formulating and testing a hypothesis. Based on logic, theory or previous research, a hypothesis proposes an expected relationship within the given data. According to her research question, Hellerstein hypothesizes that: Physicians are more likely to prescribe generics to patients who do not have insurance coverage for prescription pharmaceuticals.

Specifically, she writes “if there is moral hazard in insurance when it comes to physician prescription behavior, there will be differences in the propensity of physicians to prescribe low-cost generic drugs, and these differences will be (partially) a function of the insurance held by the patient. In particular, if moral hazard exists, patients with extensive insurance coverage for prescription drugs (like those on Medicaid in 1989) should receive prescriptions written for generic drugs less frequently than patients with no prescription drug coverage.” ( Hellerstein 1998, 113 )

Based on Hellerstein’s considerations, we expect the effect of the insurance status on whether a patient receives a generic to be different from zero. To obtain a testable null hypothesis, we reformulate this relationship so that we reject the hypothesis if our expectations are correct. This means, if we expect to see an effect of insurance on prescriptions of generics, our null hypothesis is that insurance status has no effect on the outcome (prescription of generic drugs). No moral hazard arises from having obtained insurance.

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Methodology

• Exploratory Research | Definition, Guide, & Examples

Exploratory Research | Definition, Guide, & Examples

Published on December 6, 2021 by Tegan George . Revised on November 20, 2023.

Exploratory research is a methodology approach that investigates research questions that have not previously been studied in depth.

Exploratory research is often qualitative and primary in nature. However, a study with a large sample conducted in an exploratory manner can be quantitative as well. It is also often referred to as interpretive research or a grounded theory approach due to its flexible and open-ended nature.

Table of contents

When to use exploratory research, exploratory research questions, exploratory research data collection, step-by-step example of exploratory research, exploratory vs. explanatory research, advantages and disadvantages of exploratory research, other interesting articles, frequently asked questions about exploratory research.

Exploratory research is often used when the issue you’re studying is new or when the data collection process is challenging for some reason.

You can use this type of research if you have a general idea or a specific question that you want to study but there is no preexisting knowledge or paradigm with which to study it.

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Exploratory research questions are designed to help you understand more about a particular topic of interest. They can help you connect ideas to understand the groundwork of your analysis without adding any preconceived notions or assumptions yet.

Here are some examples:

• What effect does using a digital notebook have on the attention span of middle schoolers?
• What factors influence mental health in undergraduates?
• What outcomes are associated with an authoritative parenting style?
• In what ways does the presence of a non-native accent affect intelligibility?
• How can the use of a grocery delivery service reduce food waste in single-person households?

Collecting information on a previously unexplored topic can be challenging. Exploratory research can help you narrow down your topic and formulate a clear hypothesis and problem statement , as well as giving you the “lay of the land” on your topic.

Data collection using exploratory research is often divided into primary and secondary research methods, with data analysis following the same model.

Primary research

In primary research, your data is collected directly from primary sources : your participants. There is a variety of ways to collect primary data.

Some examples include:

• Survey methodology: Sending a survey out to the student body asking them if they would eat vegan meals
• Focus groups: Compiling groups of 8–10 students and discussing what they think of vegan options for dining hall food
• Interviews: Interviewing students entering and exiting the dining hall, asking if they would eat vegan meals

Secondary research

In secondary research, your data is collected from preexisting primary research, such as experiments or surveys.

Some other examples include:

• Case studies : Health of an all-vegan diet
• Literature reviews : Preexisting research about students’ eating habits and how they have changed over time
• Online polls, surveys, blog posts, or interviews; social media: Have other schools done something similar?

For some subjects, it’s possible to use large- n government data, such as the decennial census or yearly American Community Survey (ACS) open-source data.

How you proceed with your exploratory research design depends on the research method you choose to collect your data. In most cases, you will follow five steps.

We’ll walk you through the steps using the following example.

Therefore, you would like to focus on improving intelligibility instead of reducing the learner’s accent.

Step 1: Identify your problem

The first step in conducting exploratory research is identifying what the problem is and whether this type of research is the right avenue for you to pursue. Remember that exploratory research is most advantageous when you are investigating a previously unexplored problem.

Step 2: Hypothesize a solution

The next step is to come up with a solution to the problem you’re investigating. Formulate a hypothetical statement to guide your research.

Step 3. Design your methodology

Next, conceptualize your data collection and data analysis methods and write them up in a research design.

Step 4: Collect and analyze data

Next, you proceed with collecting and analyzing your data so you can determine whether your preliminary results are in line with your hypothesis.

In most types of research, you should formulate your hypotheses a priori and refrain from changing them due to the increased risk of Type I errors and data integrity issues. However, in exploratory research, you are allowed to change your hypothesis based on your findings, since you are exploring a previously unexplained phenomenon that could have many explanations.

Step 5: Avenues for future research

Decide if you would like to continue studying your topic. If so, it is likely that you will need to change to another type of research. As exploratory research is often qualitative in nature, you may need to conduct quantitative research with a larger sample size to achieve more generalizable results.

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It can be easy to confuse exploratory research with explanatory research. To understand the relationship, it can help to remember that exploratory research lays the groundwork for later explanatory research.

Exploratory research investigates research questions that have not been studied in depth. The preliminary results often lay the groundwork for future analysis.

Explanatory research questions tend to start with “why” or “how”, and the goal is to explain why or how a previously studied phenomenon takes place.

Like any other research design , exploratory studies have their trade-offs: they provide a unique set of benefits but also come with downsides.

• It can be very helpful in narrowing down a challenging or nebulous problem that has not been previously studied.
• It can serve as a great guide for future research, whether your own or another researcher’s. With new and challenging research problems, adding to the body of research in the early stages can be very fulfilling.
• It is very flexible, cost-effective, and open-ended. You are free to proceed however you think is best.

Disadvantages

• It usually lacks conclusive results, and results can be biased or subjective due to a lack of preexisting knowledge on your topic.
• It’s typically not externally valid and generalizable, and it suffers from many of the challenges of qualitative research .
• Since you are not operating within an existing research paradigm, this type of research can be very labor-intensive.

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
• Degrees of freedom
• Null hypothesis
• Discourse analysis
• Control groups
• Mixed methods research
• Non-probability sampling
• Quantitative research
• Ecological validity

Research bias

• Rosenthal effect
• Implicit bias
• Cognitive bias
• Selection bias
• Negativity bias
• Status quo bias

Exploratory research is a methodology approach that explores research questions that have not previously been studied in depth. It is often used when the issue you’re studying is new, or the data collection process is challenging in some way.

Exploratory research aims to explore the main aspects of an under-researched problem, while explanatory research aims to explain the causes and consequences of a well-defined problem.

You can use exploratory research if you have a general idea or a specific question that you want to study but there is no preexisting knowledge or paradigm with which to study it.

Quantitative research deals with numbers and statistics, while qualitative research deals with words and meanings.

Quantitative methods allow you to systematically measure variables and test hypotheses . Qualitative methods allow you to explore concepts and experiences in more detail.

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George, T. (2023, November 20). Exploratory Research | Definition, Guide, & Examples. Scribbr. Retrieved July 2, 2024, from https://www.scribbr.com/methodology/exploratory-research/

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