Does customer satisfaction really improve customer retention? Is there any relation between sleep duration and job performance? Is there any relation between dietary habits and cardiovascular diseases?
There are a lot of such questions that seek the connection between two variables. But how can you be certain of these relations? Two words.
Correlational Research!
It’s a research method that helps researchers find the link between two or more variables. The idea of this has existed since the late 19th century and has evolved into a research method.
Through this content, we hope to help you understand the concept, its benefits, how to conduct them, and more.
Let’s delve into it.
What Is Correlational Research?
Correlational research is a research method used to measure the relationship between two or more variables. It’s a way to find out if two things are connected. It’s like noticing that when you spend more time studying, your grades tend to be better. For example, you can research and find whether there is any connection between the customer satisfaction index and subscription renewal.
However, it’s important to remember that correlation does not imply causation. Just because two variables are correlated does not mean that one causes the other. There may be other factors that influence the relationship. Or it might be that a third variable is causing changes in both of the correlated variables.
For instance, imagine you run a SaaS company. You notice that every time a new feature is released, customer queries increase. This doesn’t mean that the new features are causing problems. Both could be happening because more people are using the software.
7 Benefits of Correlational Research
Here are some key benefits of using a correlational research method in your business.
- It reveals the direction and strength between two variables, helping narrow down future research focus.
- Compared to experimental designs, it’s cheaper, easier, and faster to execute.
- This makes it a great preliminary assessment tool. By identifying patterns, it provides a foundation for generating a research hypothesis.
- It’s widely used in psychology, sociology, and medicine to inform future research and theory development.
- It can use existing secondary data sources, helping you save time and resources.
- It observes variables in their natural settings, offering authentic insights without intervention.
- It acts as a preliminary step to highlight potential relationships for more focused research.
Now that we have understood the concept, let’s discuss some of its types.
What Are the Types of Correlational Research Methods?
There are many types of correlational research methods or analyses available. Each of these types serves different objectives and methodologies. The following three are the main types.
Positive Correlational Analysis (PCA):
This type identifies situations where an increase in one variable correlates with an increase in another. For example, a study might find that higher employee wages are associated with higher product costs. It focuses on relationships where variables move in the same direction.
Negative Correlational Analysis (NCRA):
This is the opposite of PCA. It identifies situations where an increase in one variable correlates with a decrease in another. A common example is that when prices go up, people often buy less. Here, variables move in opposite directions.
Zero Correlational Analysis (ZCA):
This method is used when there is no relation between the variables involved in the research. For instance, a person’s income might not have anything to do with how happy they are. This means there’s a zero correlation between these two things.
Apart from these three, there are also other types of research methods. They mostly depend on methodology and purpose. Let’s have a look at them.
- Cohort Correlational Study: This follows a group of people over time to see how changes affect them.
- Cross-Sectional Correlational Study: This looks at a group of people at one point in time to spot patterns and connections.
- Case-Control Correlational Study: This compares people with a certain outcome to those without to see if certain factors are linked to that outcome.
It might not be easy to choose the right method for you. But clarifying your research questions and
matching them with your objectives will be a start. Also, consider practical constraints like resources
and data availability.
How Is Correlational Research Conducted?
Typically, you can conduct correlational research in three ways.
- Surveys and Questionnaires
- Archival Research
- Naturalistic Observations
Let’s look at each correlational research strategy in detail.
Surveys and Questionnaires
This is the easiest and fastest way to collect data for your research. Plus-point if you are using tools like SurveySparrow. Why? Because it helps you analyze these data and offers you deeper insights.
For correlational research, this approach is commonly seen across educational and business research. You can explore the relationship between teaching methods and student motivation in educational research. For business, you can examine the correlation between marketing strategies and sales outcomes.
Though the response rate might come as a hurdle, it’s not the same when using SurveySparrow. Here, take a look at the data collection feedback survey template.
Pros:
- Versatile and can be widely applied
- Cost-effective with broad reach
- Offers standardized and quantifiable data
Cons:
- May suffer from self-report bias
Archival Research
Here, the research will be done by using existing records and data. You will have to explore the historical data to identify trends and relationships between variables. This type of research strategy is particularly useful in the field of medicine.
For example, researchers might analyze health records to find the correlation between lifestyle factors and disease outcomes. Similar is the case in Sociology. They can analyze public records and surveys to understand social behavior and trends.
Pros:
- Efficient in cost and time, using existing data
- Enables longitudinal studies over extended periods
- Non-intrusive, avoiding participant bias
Cons:
- Confined to the scope and quality of existing data
- No control over data collection methods
- Potential historical bias in data
Naturalistic Observation
This involves observing subjects in their natural environment without any intervention. Yes, it sounds like you have to be a wildlife photographer or a cameraman for National Geographic. The only difference here is it’ll be about understanding human behavior.
For example – observing interactions between teachers and students in a classroom.
Pros:
- Offers real-world insights into behavior
- Can observe complex interactions in natural settings
- Reduces research-induced behavior changes
Cons:
- No control over environmental variables
- Ethical concerns regarding privacy and consent
- Time-consuming and resource-intensive
You can use any of the strategies for correlational research or a mix of them.
What Are the Correlational Research Questions You Should Ask?
It’s crucial that you craft the correlational questions carefully. The reason is simple – The right question will pave the way to exploring the relation between the variables. Here are some potential correlational research questions you can ask.
Psychology
- Is there a correlation between social media usage and levels of anxiety among teenagers?
- Does self-esteem have a relationship with academic performance in high school students?
- What is the relationship between job satisfaction and productivity among remote workers?
Health Sciences
- Does the number of hours of sleep correlate with cognitive performance in adults?
- What is the relationship between diet quality and the prevalence of cardiovascular diseases?
- How does physical activity level correlate with mental health status in elderly populations?
Economics and Business
- What is the correlation between consumer confidence levels and retail spending?
- How does job satisfaction correlate with employee productivity?
- What is the relationship between social media sentiment and stock market movements for technology companies?
There are a lot more questions to be listed here, but if we tried to list them all, it would take a while for you to complete this content. So, instead, here’s something to help you with writing your own survey question.
Takeaway
Correlational research helps us see how different things in our world are linked. It’s like being a detective, looking for clues on how one thing might relate to another without jumping to conclusions about cause and effect. But, to find these clues, we need the right tools.
Enter SurveySparrow.
Our survey software is your perfect partner in the quest to discover these connections. It’s built to make your research journey smooth and insightful. But more importantly, SurveySparrow ensures an engaged audience and a greater response rate.
Why SurveySparrow is Your Go-To Choice?
- Easy to Use: Create surveys that ask the right questions in the right way. Our tool is user-friendly, making complex tasks simple.
- Get 40% More Responses: With our software, your surveys reach people wherever they are, making it easy for them to respond. This means you get more and better data.
- Understand Easily: Our software doesn’t just collect answers; it helps you see and understand the patterns. With clear graphs and charts, you’ll spot the important connections quickly.
- Safe and Respectful: Your data’s security and respondent privacy are our top priorities. We stick to the strictest standards to keep information safe.
- All Kinds of Surveys: From NPS, CSAT & CES to recurring, embedded, conversational surveys, and more.
Correlational research opens up new paths to knowledge, showing us how things relate to the world around us. With SurveySparrow, this journey will be smooth sailing. It can help you gather and understand data easily and accurately.
Start your research journey with confidence and clarity. Try SurveySparrow today for free!
