Explanatory research is a type of research that seeks to explain the causes and effects of specific phenomena or to understand the “why” behind relationships. It’s typically used to explore complex problems, uncover reasons behind trends, or understand underlying factors of behavior.
This research type is especially valuable in fields such as social sciences, psychology, and marketing, where understanding causation is crucial. This guide explains the purpose, types, methods, and key steps in conducting explanatory research effectively.
Explanatory Research
Explanatory research, also called causal research, aims to identify the cause-and-effect relationships between variables. It is often used after exploratory research has provided some insight into a topic, enabling researchers to investigate why something occurs. Unlike descriptive research, which only describes phenomena, explanatory research seeks to answer questions like “Why does this happen?” and “What factors influence this outcome?”
For instance, a marketing team might use explanatory research to understand why a particular advertising campaign was more successful than another or to uncover the factors driving customer satisfaction.
Key Characteristics of Explanatory Research
- Cause-and-Effect Focus: Emphasizes understanding relationships between variables and identifying causation.
- Structured Approach: Often uses experiments or surveys to establish clear and measurable links between variables.
- Specific Hypotheses: Explanatory research is hypothesis-driven, aiming to test specific assumptions about relationships.
- Quantitative or Mixed Methods: Typically involves quantitative data, though qualitative data may supplement findings.
Types of Explanatory Research
Explanatory research generally focuses on the “why” questions. For example, a business might ask why customers aren’t buying their product or how they can improve their sales process. Types of explanatory research include:
1.Experimental Research
Experimental research is a controlled approach where researchers manipulate one variable to observe its impact on another. For example, a psychologist might change the lighting in a room to see its effect on mood. This approach allows researchers to establish causation with greater certainty by controlling for external variables.
2.Correlational Research
Correlational research examines the relationship between two or more variables to determine if they are associated. Although correlational research doesn’t establish causation, it highlights potential links that may justify further exploration. For example, researchers may examine the relationship between exercise frequency and mental well-being.
3.Case Studies
A case study is an in-depth examination of a specific case, individual, group, or situation, aiming to uncover causal relationships. Case studies are particularly useful for complex or unique phenomena that cannot be studied experimentally. For instance, a company might conduct a case study to understand the reasons behind a specific department’s high productivity.
4.Longitudinal Studies
Longitudinal research involves observing the same subjects over an extended period. This approach helps establish patterns over time and can reveal the effects of certain variables, such as the impact of a particular teaching method on student performance across multiple years.
When to use explanatory research
Explanatory research may be helpful in the following situations:
- When testing a theoretical model: explanatory research can help researchers develop a theory. It can provide sufficient evidence to validate or refine existing theories based on the available data.
- When establishing causality: this research method can determine the cause-and-effect relationships between study variables and determine which variable influences the predicted outcome most. Explanatory research explores all the factors that lead to a certain outcome or phenomenon.
- When making informed decisions: the results and conclusions drawn from explanatory research can provide a basis for informed decision-making. It can be helpful in different industries and sectors. For example, entrepreneurs in the business sector can use explanatory research to implement informed marketing strategies to increase sales and generate more revenue.
- When addressing research gaps: a research gap is an unresolved problem or unanswered question due to inadequate research in that space. Researchers can use explanatory research to gather information about a certain phenomenon and fill research gaps. It also enables researchers to answer previously unanswered questions and explain different mechanisms that haven’t yet been studied.
- When conducting program evaluation: researchers can also use the technique to determine the effectiveness of a particular program and identify all the factors that are likely to contribute to its success or failure.
Methods of Conducting Explanatory Research
The following are the methods to conduct a good explanatory Research
1.Surveys and Questionnaires
Surveys allow researchers to gather data on specific behaviors, attitudes, or characteristics from a large sample. When structured to test hypotheses, surveys can help identify correlations or trends and support causal analysis.
2.Experiments
Experiments are the most rigorous method for establishing causation. Researchers manipulate an independent variable and observe its effects on a dependent variable, controlling other variables to isolate the effect.
3.Observational Studies
Observational studies allow researchers to observe subjects in their natural environment without interference. While less controlled than experiments, observation can still yield valuable insights into causal relationships.
4.Interviews and Focus Groups
While explanatory research is often quantitative, qualitative methods such as interviews and focus groups can offer deeper insights, especially in the early stages. Interviews with experts or focus groups can help identify potential variables for further quantitative analysis.
5.Secondary Data Analysis
Analyzing existing data, such as government reports, market research, or health records, can provide insights into causal relationships. Secondary data analysis is cost-effective and time-efficient, particularly for identifying trends across large datasets.
Advantages and Limitations of Explanatory Research
Advantages:
- Establishes Causal Links: Helps identify cause-and-effect relationships.
- Improves Understanding of Complex Issues: Provides insights into the factors influencing behavior or outcomes.
- Supports Decision-Making: Offers evidence to guide strategic decisions in business, healthcare, and other fields.
Limitations:
- Potential for Bias: Especially in observational studies or case studies where variables are less controlled.
- Resource-Intensive: Experiments and longitudinal studies require significant time, cost, and effort.
- Limited Generalizability: Case studies and experiments in controlled settings may not apply to larger populations.
Difference between Explanatory and Exploratory Research
Explanatory research is a type of research that answers the question “why.” It explains why something happens and it helps to understand what caused something to happen.
Explanatory research always has a clear objective in mind, and it’s all about the execution of that objective. Its main focus is to answer questions like “why?” and “how?”
Exploratory research on the other hand is a form of observational research, meaning that it involves observing and measuring what already exists. Exploratory research is also used when the researcher doesn’t know what they’re looking for.
Its purpose is to help researchers better understand a subject so that they can develop a theory. It is not about drawing any conclusion but about learning more about the subject.
Examples of Explanatory Research
Explanatory research will make it easier to find explanations for things that are difficult to understand.
Example 1
For example, if you’re trying to figure out why someone got sick, explanatory research can help you look at all of your options and figure out what happened.
In this way, it is also used in order to determine whether or not something was caused by a person or an event. If a person was involved, you might want to consider looking at other people who may have been involved as well.
It can also be useful for determining whether or not the person who caused the problem has changed over time. This can be especially helpful when you’re dealing with a long-term relationship where there have been many changes.
Example 2
Let us assume a researcher wants to figure out what happened during an accident and how it happened.
Explanatory research will try to understand if a person was driving while intoxicated, or if the person had been under the influence of alcohol or drugs at the time of their death. If they were not, then they may have had some other medical condition that caused them to pass away unexpectedly.
In the two examples, explanatory research wanted to answer the question of what happened and why did it happen.
REFERENCES
- Arslan, B. (2022, November 03). Explanatory Research – Guide with Definition & Examples. Bachelor Print. https://www.bachelorprint.com/methodology/explanatory-research/ (retrieved 02/11/2025)
- George, T. & Merkus, J. (2025, January 14). Explanatory Research | Definition, Guide, & Examples. Scribbr. Retrieved February 10, 2025, from https://www.scribbr.com/methodology/explanatory-research/
- Saunders, M., Lewis, P., & Thornhill, A. (2019). Research Methods for Business Students. Pearson Education.
- (2008). Explanatory research. In L. M. Given (Ed.) The SAGE encyclopedia of qualitative research methods (Vol. 0, pp. 324-325). SAGE Publications, Inc., https://doi.org/10.4135/9781412963909
- Zikmund, W. G., & Babin, B. J. (2019). Exploring Marketing Research. Cengage Learning.
- Punch, K. F. (2013). Introduction to Social Research: Quantitative and Qualitative Approaches. Sage Publications.
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