10.2 Formal and Informal Research
The research methodology where you look up information and deliver the goods in an email answering someone’s question without needing to formally cite your sources is informal research. It is by far the most common type of research because any professional does it several times a day in their routine communication with the various audiences they serve. Say your manager emails asking you to recommend a new printer to replace the one that’s dying. You’re no expert on printers but you know who to ask. You go to Erika, the administrative assistant in your previous department, and she says to definitely go with the Ricoh printer. You trust what she says, so you end your research there and pass along this recommendation to your manager. Now, because your source for the information, whom you don’t necessarily need to identify in informal research, was relatively subjective and didn’t explain in full why the Ricoh was better than all the other models available, you can’t really have 100% confidence in the recommendation you pass along. This type of research will do when you’re short on time and your audience doesn’t need to check your sources.
Formal research, on the other hand, takes a more systematic approach and documents the sources of information compiled using a conventional citation and reference system designed to make it easy for the audience to check out your sources themselves to verify their credibility. Formal research is more scientific in discovering needed information or solving a problem, beginning with a hypothesis (your main idea when you begin, which, in the case above, could be that the Ricoh might be the best printer), and then testing that hypothesis in a rigorous way. In this case, you would come up with a set of criteria including certain features and capabilities that you need your printer to have- cost, warranty and service plan, availability, etc. Next, you would look at all the accessible literature on the printers available to you, including the product webpages and specifications manuals, customer reviews from other vendors, and reviews from reputable sources such as Consumer Reports, which gets experts to test the various available models against a set of criteria. You check out their selection criteria and determine which printer is right for your needs, so you respond to your manager with the make and model number. Finally, to prove that the recommendation comes from a reputable authority, you cite the Consumer Reports article showing the author, year, title, and retrieval information so that your manager can verify that you used a reputable, current source. Formal research requires more time, labour, practice, skill, and resources in following a rigorous procedure.