Types of inductive and deductive research strategy

By Priya Chetty on September 14, 2016

Sarantakos defined research method as “the theory of methods” (Sarantakos 2012; p. 465) or the way through which a researcher makes sense of the object of inquiry. Within research methodology, research strategy assumes the “general plan of how the researcher will go about answering the research questions” (Saunders et al. 2009; p. 90). Research strategy is of seven types:

  1. experiments,
  2. surveys,
  3. case studies,
  4. ethnography,
  5. grounded theory,
  6. action research and
  7. archival research.

Research strategies based on an inductive approach

Action research is based on four themes wherein the first theme is to focus on the purpose of research.


To study the implication of change within an organisation.

Secondly, the role of the researcher within the research study. Therefore, the researcher should involve in the change management process or is facing the implications of change within the case organisation. Thirdly, the process of diagnosing, planning and taking action is the central theme of this strategy. The final theme indicates that action research should have implications beyond immediate research.

Ethnography is rooted firmly in the inductive approach. The purpose of this strategy is to describe and explain research subjects just the way it would provide a description or explanation to the subjects. This strategy is time-consuming. Most of the studies in business perspectives avoid using this strategy.


Apply ethnography to understand and interpret from the perspective of those involved in the process.

Archival research is based on administrative records and documents as a source of data which can be both recent or historical. Data which is collected for different purposes is analysed to determine the implications of the same.


Use the data of Olympic players of specific countries to study the pattern of medals over the years. Also one can draw comparisons on different parameters.

Research strategies based on a deductive approach

An experiment was first applied to natural sciences with the purpose to study causal links. In other words to examine whether the change in the independent variable induces a change in the dependent variable. The number of independent variables can be different. In a classic experiment, two or more groups are established with each group denoted as an experimental group.


An experiment to evaluate customer satisfaction with a product based on the satisfaction level among different groups. This is possible by subjecting the members of each group to try the product and define satisfaction on different parameters.

A survey is associated with a deductive approach. Most of the studies related to business and management adopt this strategy. A survey enables the researcher to collect a huge amount of data from a sizeable target population. The data can be analysed using descriptive and inferential analysis tools.


The level of employee satisfaction in an IT organisation can be determined with a survey.

Research strategies based on mixed approach (deductive and inductive approach)

A case study involves an empirical investigation to study contemporary phenomena using multiple sources of evidence (Robson, 2002). A case study is opposed to an experimental strategy which is not bound to a context. It is most suitable when gaining in-depth insight into the research context.


Adopt the case study strategy to study reasons which led to the fall of Nokia as a case example.

Grounded theory is the best example of a mixed approach where the emphasis is on theory building. This strategy is adopted to predict and explain behaviour. In this strategy, the research initiates the development of a theoretical framework. New theories are developed on the basis of the theoretical framework.


Study the impact of culture on eating behaviour in a particular city on the basis of theoretical underpinnings. This can be proven with respect to a specific case.

Need for research strategy

Research strategy enables the researcher to answer the research questions or the elementary questions which shape the flow and structure of the study. Therefore, the necessity of deploring a research strategy is based on the aims and objectives of the study. As Saunders et al. (2009) have emphasised that the choice of the research strategy is guided by research questions and objectives. Similarly, the extent of existing knowledge, the availability of the amount of time, as well as philosophical underpinnings are also important.


To examine the degree of customer satisfaction from online shopping, then the strategy should be to employ a survey or interview method. This method enables the record of views of the vast amount of customers (like 100 to 1000 or more respondents), engaged in online shopping. Similarly, by deploying the interview method, one can personally collect varied and in-depth perspectives of e-customers and therefore analyze their degree of satisfaction acquired.

Selecting a research strategy based on the research approach

Based on three different approaches of reasoning in a methodology, it is important to adopt a strategy. As mentioned above, some are applied to research based on inductive strategy.

Types of research strategy
Types of research strategy

In order to understand the different research approaches that exists in research, it is important to go through our article on Research Approach. Upon selection of the approach of reasoning, you will be able to apply an appropriate strategy.


  • Benbasat, I., Goldstein, D.K. & Mead, M., 1987. The Case Research Strategy in Studies of Information Systems on JSTOR. MIS Quarterly, 11(3), pp.369–386. Available at: http://www.jstor.org/stable/248684?seq=1#page_scan_tab_contents [Accessed May 4, 2016].
  • Gray, D.E., 2014. Theoretical perspectives and research methodologies. Doing research in the real world, pp.16–38.
  • Sarantakos, S., 2012. Social Research, Palgrave Macmillan. Available at: https://books.google.com/books?hl=en&lr=&id=IjUdBQAAQBAJ&pgis=1 [Accessed May 4, 2016].
  • Saunders, M., Lewis, P. & Thornhill, A., 2009. Research Methods for Business Students 5th ed., Essex, England: Pearson Education Limited.

Priya is the co-founder and Managing Partner of Project Guru, a research and analytics firm based in Gurgaon. She is responsible for the human resource planning and operations functions. Her expertise in analytics has been used in a number of service-based industries like education and financial services.

Her foundational educational is from St. Xaviers High School (Mumbai). She also holds MBA degree in Marketing and Finance from the Indian Institute of Planning and Management, Delhi (2008).

Some of the notable projects she has worked on include:

  • Using systems thinking to improve sustainability in operations: A study carried out in Malaysia in partnership with Universiti Kuala Lumpur.
  • Assessing customer satisfaction with in-house doctors of Jiva Ayurveda (a project executed for the company)
  • Predicting the potential impact of green hydrogen microgirds (A project executed for the Government of South Africa)

She is a key contributor to the in-house research platform Knowledge Tank.

She currently holds over 300 citations from her contributions to the platform.

She has also been a guest speaker at various institutes such as JIMS (Delhi), BPIT (Delhi), and SVU (Tirupati).



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