Research methods and evidence

Research methods and evidence

You read that a reminder increased attendance. Before using it yourself, you want to know whether the reminder caused the increase, how much it helped, and whether the same approach would make sense for the people you’re trying to help. Research methods and statistics help you ask those questions carefully. This collection covers study design, measurement, causation, uncertainty, and the problems that can make a finding misleading.

Start with the question

What do you need to know?

Start with what you want to find out. A survey can tell you what people report; an experiment can help estimate what caused a change. The best choice depends on the question, not on which method sounds most impressive. Who you study, what you measure, and how you analyze the results matter too.

01

Describe what is happening

You want to know how often something happens, what people do, or what they say about an experience. Observation, records, and surveys can help, as long as you’re clear about what each one captures.

02

Find out what caused a change

Something improved after a new policy or reminder was introduced. Would it have improved anyway? These methods help you compare what happened with a reasonable estimate of what would have happened without the change.

03

Check what you’re measuring

A confidence score, a quiz result, and a record of what someone did tell you different things. Check whether your measure captures the idea you care about and does so consistently.

04

Understand effect sizes and uncertainty

How much did things change? How precise is the estimate? An effect size, a confidence interval, and a p value each answer a different question. Learn what they mean before deciding how impressed to be.

05

Understand how, when, and for whom

A program might help one group more than another. It might also work through a process you want to understand, such as improving confidence. Learn the difference between studying those patterns and showing what caused them.

06

Ask whether it would work elsewhere

A well-run study can still leave you unsure about another school, company, or community. Compare the people, setting, and way the intervention was delivered before expecting the same result.

07

Read several studies together

When studies disagree, a review can help you make sense of them. But you still need to know which studies were included, which results might be missing, and whether the studies tested similar things.

What the evidence tells you

Different claims need different evidence

Showing that two things happen together is different from showing that one caused the other. The six claims below help you work out what to look for in a study and what might make its conclusion less convincing.

01

“People report this.”

Evidence to look for

Surveys or interviews that ask clear questions and include the people you want to understand.

What could mislead you

People may misremember, interpret a question differently, or give an answer that sounds good. People who don’t respond may differ from those who do.

What to check

Read the actual questions and response options. Check who was asked, who answered, and whether the study measured behavior or only asked people to describe it.

02

“These two things move together.”

Evidence to look for

Measurements showing an association, with a clear explanation of who was studied, when, and how the relationship was analyzed.

What could mislead you

One thing might cause the other, the direction might run the other way, or a third factor might influence both.

What to check

Look for alternative explanations. Did one thing happen first? Could differences between the people or the way the variables were measured explain the pattern? Does it appear in another sample?

03

“This caused that.”

Evidence to look for

Random assignment, or another study design that gives you a credible estimate of what would have happened without the treatment.

What could mislead you

Groups may have differed from the start, participants may have dropped out, or the treatment may not have been delivered as planned. People in one group can also affect the other.

What to check

Ask why the comparison group is a fair comparison. Check whether another policy, event, or change could account for the result.

04

“The effect matters.”

Evidence to look for

An effect size showing how much changed, with an estimate of uncertainty and a measure of the outcome you care about.

What could mislead you

Statistical significance doesn’t tell you whether the effect is useful. A big increase in clicks, for example, might produce no improvement in the outcome you really wanted.

What to check

Compare the result with what would count as a worthwhile improvement. Did it last? Who benefited? What did it cost, and were there harms or better uses of the same resources?

05

“This is how it works.”

Evidence to look for

A study that measures the proposed process, checks what happened first, and tests explanations that might otherwise fit the same result.

What could mislead you

A pattern consistent with a proposed mechanism doesn’t prove that mechanism caused the effect. Measurements taken after treatment can also introduce bias.

What to check

Check what the analysis assumes, when each variable was measured, and which alternative explanations were ruled out. Did the researchers test a change in the process they say explains the effect, or only measure it?

06

“It will work here too.”

Evidence to look for

New studies or other evidence testing whether the finding holds for the people, settings, times, and ways of delivering the intervention that matter to you.

What could mislead you

A study can give a convincing answer for one group without telling you what will happen in another. Schools, workplaces, and delivery teams can differ in ways that change the result.

What to check

Compare your setting with the study. Are the people, intervention, outcome, and conditions similar in the ways that might affect whether it works?

The APA Journal Article Reporting Standards and CONSORT 2025 describe the information researchers should report so that readers can assess a study. They can help you spot missing details, but good reporting is not the same as a good study design.

Working through an example

Attendance went up after a reminder. What do you know?

Imagine a company sends a reminder before a training session, and attendance is higher than at the previous session. It’s tempting to give the reminder the credit. But perhaps the new session was held at a better time, or a busy period at work had ended.

Those possibilities matter because a before-and-after comparison can’t, on its own, tell you why attendance changed. A clearer test would give employees access to the same session and randomly assign them to receive a reminder or not. Comparing attendance between those assigned groups could help you estimate the reminder’s effect.

Even then, you’d have answered a question about attendance—not whether the training helped people do their jobs. That is a separate question, requiring a measure of later job performance and a comparison that helps you estimate what would have happened without the training. Getting more people into the room and helping them do better work are different outcomes.

Learn how to design a study

Learning paths

Learn how to read a study

These four paths cover study design, measurement, statistics, and the research practices that can make published findings more or less trustworthy. Read them in order, or begin with the topic you need.

Path 1

Understand a causal claim

Start with the difference between things happening together and one thing causing another. Then learn what randomized trials, natural experiments, and quasi-experiments can tell you.

  1. Causal inference
  2. Randomized controlled trial
  3. Natural experiment
  4. Quasi-experiment

Path 2

Understand what a score tells you

How do you measure something you can’t observe directly, such as confidence? Learn how researchers turn an idea into a measure, and how validity and reliability help you judge the result.

  1. Construct operationalization
  2. Content Validity
  3. Construct validity
  4. Reliability
  5. Measurement error

Path 3

Make sense of the statistics

Learn what effect sizes, confidence intervals, p values, and statistical power tell you. Then ask whether the result is large enough to matter in practice.

  1. Effect size
  2. Confidence interval
  3. P value
  4. Statistical power
  5. Practical significance

Path 4

Look beyond the published result

A paper doesn’t always show the full research process. These entries explain why plans made before seeing the data matter, how selective analysis can mislead, and why missing studies change the picture.

  1. Pre-registration
  2. HARKing
  3. P-hacking
  4. Publication bias
  5. Replication crisis

Beyond one paper

One study is rarely the whole answer

A single paper can be interesting and still leave the bigger question unanswered. Have other researchers found something similar? Did they study the same people and outcomes? Are we seeing the full set of findings, or mainly the ones that made an appealing story?

A systematic review uses an explicit process to find and assess the relevant studies. A meta-analysis combines numerical results from studies when that combination makes sense. This can give you a clearer picture, but an average may hide important differences, and missing or biased results can still mislead you. You still need to judge how trustworthy the studies are and whether the combined answer is useful for your question.

It also helps to separate three questions. Reproducibility asks whether someone can get consistent results using the original data and analysis. Replication asks whether a new study, with new data, finds a consistent result. Generalizability asks whether the finding applies to other people or settings. Success on one doesn’t settle the others.

For an applied example, the evidence appendix to our review of The Psychology of Money compares a favorable financial-education synthesis with a later critique of how published results were selected.

For guidance on reviewing several studies, see the Cochrane Handbook and PRISMA 2020 . For these definitions of reproducibility and replication, see the National Academies report .

For product and design questions

Looking for UX research methods?

Usability testing, card sorting, and contextual inquiry help you understand how people use a product. You’ll find these and 15 other terms in the separate UX Research Methods collection.

Browse UX Research Methods

Research methods glossary

All 46 research methods and statistics terms

Search for a method, statistical idea, or problem with the evidence. The short definitions below give you a starting point; open an entry for the full explanation.

A

  • Attributional ambiguity

    Attributional ambiguity is uncertainty about why someone gave feedback or treated a person in a particular way. In research on stigma, it often concerns whether treatment reflects personal qualities or group-based prejudice.

B

  • Bayesian updating

    Bayesian updating is the process of revising probabilities with new evidence, using Bayes’ theorem. A posterior probability combines a prior probability with the likelihood of the evidence under each hypothesis. The result is normalized across the alternatives considered.

  • Belief updating

    Belief updating is revising a belief when new information becomes available. It can involve changing a probability estimate, accepting a different explanation, or adjusting confidence. The term does not imply that the revision is accurate or biased.

  • Between Subjects Design

    A between subjects design, also called an independent groups or between-groups design, compares different participants in different conditions. One group experiences one condition; another group experiences another. The outcomes are then compared.

  • Between Subjects vs Within Subjects

    These study designs differ in whether comparisons involve different people or repeated observations of the same people.

C

  • Causal inference

    Causal inference asks whether one thing caused another, rather than whether they simply happened together. It uses comparisons and assumptions to estimate what would have happened without the treatment, policy, or event.

  • Collider bias

    Collider bias occurs when a statistical analysis conditions on a shared consequence of other variables, potentially creating or distorting an association. The relevant causes need not be the treatment and outcome themselves; they may also be causes of those variables.

  • Confounding

    Confounding occurs when a third variable influences both the independent and dependent variables, distorting the association used to estimate a causal effect. Confounding can occur alongside a genuine causal effect. It is an important threat to valid causal inference from observational data.

  • Construct operationalization

    Construct operationalization means deciding how to measure or manipulate a concept in a study. For confidence, for example, researchers need to specify which questions, scores, or observations will represent it.

  • Construct validity

    Construct validity concerns the evidence for interpreting a measure as an assessment of a particular theoretical concept. A measure behaving as the theory predicts is useful evidence, but one successful prediction does not settle what it measures.

  • Content Validity

    Content validity concerns whether a measure’s content adequately represents the construct it is intended to assess for a particular population and purpose. It asks whether relevant aspects are included, important aspects are missing, and the items make sense to the intended respondents.

  • Cultural Bias

    Cultural bias is systematic distortion in judgment or measurement arising when culturally specific meanings, assumptions, or procedures are treated as equally appropriate across groups.

D

  • Debiasing

    Debiasing means trying to reduce systematic errors in judgment or choice. It needs a standard for what counts as better. Changing a person's behavior is not enough to show that an error was corrected.

  • Digital Phenotyping

    Digital phenotyping uses measurements from digital devices to study behavior and its relationship with health. Smartphone sensors, device-use records, and surveys can give researchers repeated observations of aspects of daily life. These records capture parts of a person’s activity, not the whole person.

E

  • Ecological validity

    Ecological validity usually refers to how well research represents or generalizes to the everyday conditions we care about. The important question is which conditions.

  • Effect size

    An effect size describes how large a difference or association is. It helps answer the practical question: how much changed?

  • Experimenter Bias

    Experimenter bias occurs when a researcher’s expectations influence how a study is conducted, observed, or interpreted. One important form is the experimenter expectancy effect: expectations influence interactions with participants or animals and may affect the measured response.

  • External validity

    External validity is the extent to which study findings can be generalized to other populations, settings, times, and conditions beyond those specifically examined in the study.

  • Extraneous Variable

    An extraneous variable is a factor outside the focal independent variable that can influence the measured outcome. Examples might include prior experience, fatigue or testing conditions, depending on the study.

F

  • Factor Analysis

    Factor analysis models relationships among observed variables using a smaller set of unobserved factors. In a common-factor model, variation shared across measures is separated from variation specific to each measure. Researchers use it to investigate the structure of questionnaires and other measurements.

H

  • HARKing

    HARKing means Hypothesizing After the Results are Known: developing a hypothesis after seeing the data, then presenting it as a prediction made beforehand. It makes an explanation fitted to a result look like a successful test of a prior idea.

I

  • Internal validity

    Internal validity is the extent to which a study can establish a causal relationship between the treatment and the outcome, ruling out alternative explanations.

M

  • Matched Pairs Design

    In a matched-pairs design, researchers pair participants on characteristics relevant to the outcome, such as baseline symptoms or prior achievement. In a randomized experiment, one member of each pair is assigned to one condition and the other to the comparison condition. The pair is split between conditions; it is not assigned as a unit.

  • Mathematical Modeling

    Mathematical modeling, also spelled mathematical modelling, expresses a proposed account of a system in equations. In behavioral science, a model might describe how people learn from feedback or choose between options. Making the account precise lets researchers derive predictions and compare them with data.

  • Measurement error

    Measurement error is the difference between a measured value and the variable’s true value. Errors can add noise or systematically push results in one direction.

  • Mediation

    Mediation describes a proposed pathway through which one variable affects another via an intermediate variable. The mediator represents part of the explanation of how an effect arises.

  • Mediation analysis

    Mediation analysis estimates a proposed indirect pathway between a treatment or exposure and an outcome through an intermediate variable. It can distinguish direct and indirect effects under a specified model and set of assumptions.

  • Moderation

    Moderation occurs when the relationship between two variables differs across levels of another variable. A moderator describes when, where, or for whom an association or treatment effect varies.

  • Moderation analysis

    Moderation analysis tests whether a relationship or treatment effect changes across levels of another variable, often using an interaction term in a regression model.

N

  • Natural experiment

    A natural experiment arises when an event or process outside researchers’ control produces differences in exposure between groups. Researchers can use those differences to study an intervention’s effects. Examples include policy changes, eligibility rules, or lotteries run by public authorities.

  • Naturalistic Observation

    Naturalistic observation is systematic recording of behavior in its usual setting without deliberately manipulating the variables of interest. Researchers aim to minimize their influence, but their presence or recording methods can still change behavior.

P

  • P-hacking

    P-hacking is outcome-guided selection among research choices that makes a reported p-value look more convincing than the full process warrants. Transparent exploration and planned sequential testing are different.

  • Placebo

    A placebo is an intervention used as a comparison or treatment context without the specific active component under study. A placebo effect is a change caused by aspects of that context, such as expectations or learned associations.

  • Pre-registration

    Pre-registration is the practice of recording a study’s hypotheses, methods, and analysis plan before observing the relevant results. It creates a time-stamped record that helps distinguish planned tests from data-informed exploration.

  • Publication bias

    Publication bias is the selective availability of studies according to their results. Missing studies can make an intervention look more effective or dependable than the full evidence supports.

Q

  • Quasi-experiment

    A quasi-experiment is a study that resembles a randomized experiment in structure but lacks random assignment to conditions. It uses naturally occurring groups, policy changes, or pre-existing differences to approximate an experimental comparison.

R

  • Randomized controlled trial

    A randomized controlled trial (RCT) is an experimental design that randomly assigns participants to treatment and control conditions to isolate the causal effect of an intervention. Proper randomization protects against systematic selection into treatment groups, making it a strong basis for causal inference.

  • Recall Bias

    Recall bias is systematic error in reports of past events caused by how those events are remembered or reconstructed.

  • Reliability

    Reliability is the consistency or reproducibility of measurement scores under specified conditions, for a particular population and purpose.

  • Repeated Measures Design

    In a repeated measures design, the same participants are measured more than once or take part in more than one condition. Comparing each person’s responses helps researchers study change while accounting for stable differences between people.

  • Replication crisis

    The replication crisis is the ongoing discovery that many published research findings in psychology, medicine, and other sciences cannot be reproduced when studies are conducted again by independent researchers. It has prompted scrutiny of how studies are designed, analyzed, and published.

  • Representative Sample

    A representative sample adequately reflects a defined population for the characteristics and estimates of interest. Representativeness is not a single property guaranteed by sample size or matching a few demographics.

  • Response Bias

    In questionnaire research, response bias is a systematic influence on answers that is separate from the specific characteristic an item is intended to measure. It can distort survey scores and relationships between measures without requiring deliberate dishonesty.

S

  • Sampling bias

    Sampling bias happens when the people or cases in a study differ in relevant ways from the population its findings are meant to describe.

  • Self-Report Bias

    Self-report bias is systematic error in reports of one’s own behavior, characteristics, beliefs, or experiences.

  • Statistical power

    Statistical power is the probability that a planned analysis will reject a specified null hypothesis when a particular alternative effect is true.

Standards and further reading

Guidance for assessing research