Research Methods Guide

RESEARCH METHODOLOGY EXAMPLES
Example 1: 3.1. CHAPTER INTRODUCTION

This chapter explains how the author has chosen research methods according to research aim and objectives. The background of the research has been discussed and represented in chapter 1 and chapter 2 of this research. This chapter justifies research methodology techniques that are related to research aim and objectives. Research methodology is a way to systematically solve the research problems. It may be understood as a science of studying how research is done specifically (Kumar, 2008). Good research is based on previous theory that has been developed over time through the testing of hypotheses (Cottrell and McKenzie, 2011). The methodology chapter begins with research aim and objectives and is followed by research philosophy, consideration of research approach and design. Subsequently, data collection and research method will be explained. Finally, sampling techniques will be chosen and a brief of summary will be given at the end of the chapter (Figure 3.1).
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RESEARCH METHODOLOGY EXAMPLES Figure 3.1: Structure of the Chapter 3
Source: Created by the Author (2010)
3.2. RESEARCH AIM AND OBJECTIVES

The aim of the research is a critical evaluation of blogs and its influences on marketing operations and utility of blogs in marketing of brands. It also highlights on technology sector and blog integration into the sector. There are four objectives that are identified below: To identify the concept of blogs, and evaluate peoples attention critically to visit blogs. To explore the integration of blogs to the communication functions and marketing operations in the business world and highlight on blog implementation in the technology sector. ASMDOC/2010
RESEARCH METHODOLOGY EXAMPLES To assess how blogs are useful in business operations and analyse the relationship between bloggers and companies. To analyse the importance of blogging for people when gathering information about companies and how companies engage with their customers via business blogs. This study focuses on recent improvements of blogs and their effects on marketing. It also highlights on how business blogs are useful for marketing.
3.3. RESEARCH PROCESS

The research process is represented on the onion diagram (Figure 3.2) that starts with research philosophy and is followed by research approach (Saunders et al. 2009). Additionally, the research strategy is chosen by the author. Furthermore, the author will apply the most suitable research design for this study. At the end of the chapter, data collection and research methods are justified by the author. Finally, the research process finishes choosing the sampling method has been explained by the author and a brief of summary will be given to finish this chapter. Figure 3.2: Research Onion Diagram
Research Philosophy Positivism Research Approach Deductive Research Strategy Data Collection Methods Survey Research Design Secondary and Primary Data Exploratory Sampling ASMDOC/2010
Source: Created by the author (2010)
3.4. RESEARCH PHILOSOPHY

The knowledge and the growth of the knowledge are contained by the research philosophy. The research philosophy includes significant assumptions about the techniques from the perspective of the researchers. The research philosophy can be categorised under three ways of thinking named as positivism, interpretive and realism (Saunders et al., 2009) (Figure 3.3).
3.4.1. Positivism
Positivism is consisted of some important key elements such as truth and validity and it is concentrated highly on facts and collected directly from surveillance and experience. Positivism is evaluated empirically by quantitative methods i.e. surveys and experiments and statistical analysis (Easterby-Smith et al., 2008). From theoretical perspective, positivism based on concept of neutrality and objectivity which the researcher can remain separate from and not affect the research field (Edwards and Skinner, 2009) Figure 3.3: Research Philosophy
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3.4.2. Realism
The fundamental nature of realism is that what the senses show us is authenticity, is true that objects exist independent of the peoples mind (Saunders et al., 2009). Realism characterizes a significant challenge to the dominance of positivist and interpretive positions within the social sciences (Evans and Hardy, 2010). Realism philosophy gives the opportunity to have great efficiency when conducting a research and it recognizes the worth of numerous sources information and perspectives. In that way generalisations can be made behind the borders in a situation (Easterby-Smith et al., 2008).
3.4.3. Interpretive
Social actuality is look upon as manufactured goods of its natives. It is an environment which is inferred by the significance of applicants construct and reconstruct as an essential part of their daily activities collectively (Blaikie, 2009). It is important to understand peoples opinion and feeling and also how people speak or write (Easterby-Smith et al., 2008).
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3.4.4. Research Philosophy Justification

Theoretical information about this research aim and objectives has been explained before. After this explanation the author decided make surveying in order to understand whether the gathered information are linked to the reality or not. After gathering both theoretical and experimental information, collected data explained in conclusion part of this research. After all the author aim to adopt a Positivism Approach, other two philosophies were considered but it did not found suitable for this research.
3.5. RESEARCH APPROACH

There are two alternative approaches of a research named Deductive and Inductive (Crowther and Lancaster, 2008; Saunders et al., 2009). The explanation and comparisons of these approaches are detailed below (Figure 3.4).
Figure 3.4: Research Approach
3.5.1. Deductive Approach

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RESEARCH METHODOLOGY EXAMPLES Theories and hypotheses are expanded by deductive approach and they are examined through experimental study. In fact, it is kind of methods to apply theories in the real world. This is because that the validity of theories may need to be tested and considered. Deductive approach is mainly preferable in the natural sciences (Crowther and Lancaster, 2008). Deductive research is not related to observations or experiences, it is only material of sense (Fisher, 2010a).
3.5.2. Inductive Approach

The validity of inductive research gathers from its analysis and this analysis gained by eliminating predictions and considering hypotheses (Gill and Johnson, 2010). According to Utley (2011), today inductive research includes experiments, group projects and individual projects. Fisher (2010a) defined induction as a research which is from past experience or experiment. Fisher (2010a) also claimed that the inductive consideration is less strong than deductive.
3.5.3. Justification of Research Approach

In comparison, philosophical observation of methodology is different than the meaning through the research subject (Saunders et al. 2009). The comparison between deductive and inductive approaches is tabulated below (Table 3.1). Table 3.1: The Contrast between Deductive and Inductive Approaches DEDUCTIVE APPROACH INDUCTIVE APPROACH
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Collects quantitative data Moves from theory to data Experimental design approach Independent researcher for presentation Scientific principles Generalises exploratory findings Can be quicker than inductive approach
Collects qualitative data Close understanding of research Flexible design structure The researcher is a part of the research Look for rival hypotheses and unmeasured factors Begins construct individual cases
Source: Adapted from Saunders et al. (2009) and Jones III and Gomez (2010) Overall, after many considerations and comparisons of deductive and inductive approaches, the author decided that Deductive Approach is the most suitable approach for this study.
3.6. RESEARCH DESIGN

Research design is categorized under three sections which are named Exploratory Explanatory and Descriptive (Figure 3.5). The research question shows to choose research design (Rubin et al., 2010). Some of these strategies may belong to deductive approach and others to the inductive approach (Saunders et al., 2009).
Figure 3.5: Research Design
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3.6.1. Exploratory Research

Exploratory research is necessary if there is not enough knowledge about the topic and the meaning of the study could not be understood fully. In essence, exploratory research is used to have better opinions about researching for the study (Blaikie, 2009).
3.6.2. Explanatory Research

Explanation makes comprehensible stabilities which are considered and could not be justified as an existing theory. Explanations provide rational satisfactions (Blaikie, 2009). When researching explanatory, the researcher look for motivating causes and justification of results (Rubin et al., 2010).
3.6.3. Descriptive Research

Many researchers try to understand and describe conditions when doing the descriptive research. The researcher conducts descriptive research in order to identify present and past state of events (Rubin et al., 2010). A descriptive
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RESEARCH METHODOLOGY EXAMPLES research may rely more on authors experiences and expectations (Saunders et al. 2009).
3.6.4. Justification of Research Design

The author has chosen Exploratory Research for the research design of this study because there is not enough knowledge about the topic and the author needed to outline some question about the blogs and their role in marketing.
3.7. DATA COLLECTION METHODS

This part of the research methodology presents two types of data collection strategies named primary and secondary researches (Figure 3.6).
Figure 3.6: Data Collection Methods
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3.7.1. Secondary Research

The research aimed to provide realistic information. The secondary data were collected from various sources which are academic journals, e-books, newspaper, magazines and trade publications, periodic reports of companies, blogs and government publications. According to Kumar (2008), secondary data gathers more valuable data than may be gained by a limited research. Secondary research provided latest theoretical and academic information about the study. The author has tabulated the advantages and disadvantages of the secondary research (Table 3.2).
Table 3.2: Advantages and Disadvantages of Secondary Research ASMDOC/2010
RESEARCH METHODOLOGY EXAMPLES ADVANTAGES DISADVANTAGES
Cheaper and faster than Does not provide up-toprimary research. date information. Accessibility to previous Large range of data make numeric sources. difficult to analyse. The researcher can collect Difficult to find data that only his/her needs. related to the topic. Takes less time than There is a limited control primary research. of the data. Easy to find sources. Provide more detailed information. Low cost. Source: Created by the author (2010)
3.7.2. Interpretation of Secondary Research

Secondary data providers include government agencies, private companies, published scientific sources, books and journals (Jones III and Gomez, 2010). The majority of the secondary data collected from books and journals. After that the author needed to use online sources due to lack of published sources about the topic. .
3.7.3. Primary Research

Primary research is flexible for controlling information and it is created by the author. Surveys, interviews and observations etc. can be included in primary research methods. Researcher need be careful when collecting primary data, because it should be recent, unbiased, relevant and accurate (Kotler and Amstrong, 2010). The advantages and disadvantages of primary research has been considered and tabulated by the author (Table 3.3).
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Table 3.3: Advantages and Disadvantages of Primary Research ADVANTAGES Gathers updated information. Specific to the aim. Gathers confidential results. There is no time consuming. It is mostly accurate in order to have reliable information. Source: Created by the author (2010) DISADVANTAGES High data. Long time for data collection. May have unrealistic results. Difficult to find respondents. cost of collecting
3.7.4. Justification of Primary Research

The author has decided to conduct an online survey for primary data collection. Thereby the author aimed to target research objectives with quantitative analysis. Survey is the most common method for collecting primary data and it is one of the best techniques to gain expressive data (Kotler and Amstrong, 2010).
3.8. RESEARCH METHOD

Research method divided into two methods, named Quantitative and Qualitative. Many researchers (Easterby-Smith et al. 2008) claimed that
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RESEARCH METHODOLOGY EXAMPLES there are many differences between quantitative and qualitative research. The author has analysed these differences and tabulated later on this chapter (Table 3.4).
Figure 3.7: Research Method
3.8.1. Quantitative Research

Quantitative research is a data collection method that is described on a numerical degree (Jonker and Pennink, 2010). The essence of the quantitative research is to divide things simply in order that the researcher can plan statistically. Quantitative researchers should make pilot-test their findings in order to guarantee the gathered data targets criteria of both authority and trustworthiness (Hardy and Bryman, 2009). Quantitative methods are traditional type of researches (Cottrell and McKenzie, 2011).
3.8.2. Qualitative Research
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RESEARCH METHODOLOGY EXAMPLES Qualitative research is designed to find answers and to explore the topic question that has been researched (Cottrell and McKenzie, 2011). Qualitative research constructs roughly experimental understanding (Stake, 2010). The researchers may need the qualitative research, if they can not exactly know what they are looking for in the study, therefore researchers should be aware of the importance of the collected data.
3.8.3. Justification of Research Method

The differences between quantitative and qualitative research is tabulated by the author (Table 3.4). Table 3.4: Differences between Quantitative and Qualitative Research QUANTITATIVE RESEARCH Results present on statistics and diagrams Theory is usually causal and deductive Regarded only scientific and justifiable There are standard procedures Collected data are numerical due to accurate measurement Fixed response Is able to generalize More objective QUALITATIVE RESEARCH By utilizing conceptualism analysis can be carried out Theory is usually inductive, but can be causal or non-causal Regarded as not scientific and not following a structure Procedures are particular Collected data are words due to observation, documents and transcripts Response can be semistructured or unstructured Less able to generalize More subjective
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RESEARCH METHODOLOGY EXAMPLES The author decided to and apply Quantitative research, Research it is after many the
considerations that given above. According to findings and comparison between quantitative qualitative clear that Quantitative Research is the most suitable method in order to reach research aim and objectives.
3.9. SAMPLING TECHNIQUES

Drawing upon Jackson (2009a) there are two ways to sampling that are Probability and Non-probability sampling. Probability sampling involves random selection while non-probability sampling does not (Ruwanpura et al. 2010). Sampling techniques has been shown below (Figure 3.8). Figure 3.8: Sampling Techniques
Source: Created by the Author (2010). Adapted from Saunders et al. (2009:213)
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3.9.1. Probability Sampling

Probability sampling is a sampling technique that usually used for surveybased research (Jackson, 2009a). According to Saunders et al., (2009) the process of probability sampling starts with describing suitable outline that focused on the research aim and objectives. After that the author need to decide the sampling size and select the sample. Finally the sample needs to be representative of the population.
3.9.2. Non-Probability Sampling

Non-probability sampling is usually preferable due to its less cost and easiness to generalize when applying techniques (Jackson, 2009a). This sampling method is used when the individual members of the population do not have equal likelihood of being selected to be a member of the sample (Jackson, 2009a).
3.9.3. Justification of Sampling Techniques

After many considerations, the author has chosen to apply Probability Sampling technique because an online will survey conducted with the help of online survey company that named Smart Survey. The author has sent 15 questions to 150 bloggers and the results will be analyse the collected data using statistical tools named Chi- Square Test.
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3.10. SAMPLING SIZE

Sampling cost increases with the sampling size (Mathews, 2010). This could be a limitation of the research, because the author will conduct an online survey to 150 bloggers. Decisions made from large samples tend to be correct, so costs associated with incorrect decisions decrease with sample size (Mathews, 2010).In addition, sampling size is one of the important characteristics of deciding sampling plan. Sampling size can be indicated by several factors including; Population size Sampling cost Diversity in the population Level of trustworthiness in the statistical analysis (Rossi, 2010)
3.11. ETHICS
The collected private information such as names, addresses will not be shown in the research. In addition, in case of having a mistake when citing an article might be in-equable for other researchers and not ethic as well. Moreover, the author will pay attention when citing references for the study. These possibilities will be overcome by the author when collecting information from the academic and other sources. Finally, the collected data will not be sold to any one or company.
3.12. CONCLUSION
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RESEARCH METHODOLOGY EXAMPLES Under the illumination of the analyses given in this chapter of the research, the author has chosen Positivist Approach as a research philosophy. While the research approach is Deductive, the research design was selected as Exploratory Research. Books and journals were mainly preferred for primary sources of the Secondary Research. An online survey was conducted for the Primary Research with the help of online survey company named Smart Survey, therefore Quantitative Research was used in order to analyse gathered data. In conclusion, the author will analyse the collected data from the survey in the next chapter of the research that named data analysis and findings. In addition, the results of the survey will statistically analyse in the next chapter.
Example 2: . Chapter III: Methodology

3.1. Introduction Chapters 1 and 2, presented the background and purpose of innovative and creative management practices within the framework of the LO and the OL supported by a critical review of the literature. The purpose of this Chapter is to discuss and justify the methodology used to effectively investigate the phenomenon informing the research title which is; ASMDOC/2010
Critical evaluation of Creative and Innovative management practices within a Learning Organisation. Firstly, the chapter expresses the methodological consideration in light of the aim and objectives. It moves to discuss the understanding of methodological philosophy and thereafter discusses the chosen research followed with the justification of sampling methods employed, data collection methods and data analysis and finally the chapter concludes with a summary of a brief overall view of this research. 3.2. Methodological Considerations The Aim of this research is to investigate, analyse and interpret the most significant factors within the theoretical framework of the LO which contribute to creative and innovative management practices. In meeting this aim, the following Objectives were set:
1. To undertake an examination of LO literature that contributes to creative
and innovative practices.

2. To identify the extent to which creative and innovative practices are
present within the organisation and to evaluate the extent to which those innovative and creative practices are stimulated, encouraged and rewarded.
3. To conduct a comparative analysis between the organisation's present
creative and innovative management practices and the recommended theoretical perspectives.
4. To provide a conclusion where areas of good practice or inadequacies
exist and make possible recommendations on how to improve creative and innovative practices within the organisation. In order to address the research title, a clear rationale for the most appropriate research methodology was pursued. To address the aim and objectives derived from the research title, Saunders et al's (2009:138) "research onion" model provides a clear framework to undertake such research. Figure 3.1 below shows the overview of the researcher's methodology towards this research title. Figure 3.1 Research onion model Philosophy and Perspective
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Approach and Type
Positivistic, Constructivism
Postposivistic, postmodernism
Strategy and Type
Deductive, Explanatory
Functionalist, Interpretive
Longitudinal Questionnair CrossSectional
Mixed Method
Survey
Case study, Experiment, Action research, Ethnography Inductive
Mono Method
Choice
Data collection and Data Analysis
Time Horizon
Source: Adopted from Saunders et al (2009:138)
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RESEARCH METHODOLOGY EXAMPLES 3.3. Understanding the importance Methodological Philosophy According to Wisker (2008:67) the methodology a researcher uses "is a philosophical approach governing [the] research practices". This implies the research methodology to some extent, is inherent in the manner in which researchers view the world, the subject topic and research area. The underlying principle is the assumption which is held in view of knowledge development and the nature of that knowledge towards the subject topic and research area. These assumptions underpin and inform the approach to the research strategy, approach, design, the methods selected as part of that research strategy to collect data as well as the researcher's understanding of what is been investigated (refer figure 3.1). An examination of research methodology suggests two broad assumptions and fundamental views of the research approach. Ontology is the view of the nature of reality and existence and Epistemology is the view of what is constituted as acceptable knowledge. There is also a general consensus that these views are influenced by the role of values (Axiology) held by the researcher towards to the research topic. The values are the personal beliefs or feelings towards the research topic which determines if the researcher remains objective or subjective which influences the outcome of the research (Jankowicz, 2005; Saunders et al, 2009, Wisker, 2008; Bryman and Bell, 2007). In addition, holding an ontological view assumes the position that the research topic is definable, describable, provable and measurable because the researcher is able to test the assumptions or a hypothesis and as such the researcher adopts an objective positivistic paradigm towards the research. Holding an epistemological view on the other hand, assumes the research is indefinable and interpreted according to context based on its meaning rather than discovering it has a fixed entity. Therefore, the researcher assumes a subjective postpositivistic paradigm (Wisker, 2008; Jankowicz, 2005, Bryman and Bell, 2007). Wisker (2008:68) further adds that: "Methodology is the rationale supporting the choice of methods [and is a] continuum of beliefs that underpin and inform the chosen methodologies, and therefore the methods and interpretations of data, ranges from perceiving the world to be fixed and knowable (positivism) or constructed (constructivism)." The continuum in Figure 3.2 shows the perspectives which influences the researcher's positivistic (objective view) or postposivistic (subjective view)
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RESEARCH METHODOLOGY EXAMPLES perspective. Although the literature suggests a general consensus of the various paradigms, Wisker (2008) provides a comprehensive continuum.
Figure 3.2 Continuum of paradigm perspectives
Argues that knowledge and truth exist insofar as they can be proved and is most often used in research in economics, psychology, management studies, marketing, some health related (non-clinical research
Argues that human behaviour is affected by knowledge of the social world and the mind interprets experiences and events, and constructs meaning from them where meaning does not exist outside the mind
Is based on similar beliefs as interpretivism argues and that human beings construct knowledge and meaning from experience and from relationships between things, people and events.
Argues that all knowledge is based on its content and mediated by power relations, law and language. Objective, rational laws inform human activity, the mind, language, behaviours, identity information and interpretations.
Is similar to Has a similar view structuralism and to that of views language as poststructuralism divorces from where human things and events beings impose and where meaning and order relations agreed upon knowledge on by human and experiences. beings (or not) in There is a debate a context where between beliefs there are no stable about the meanings, reality construction and or laws control of subjects on context or the existence or the existence of a decision-making human subject
Source: Created by the Author, (2010) Adapated by Wisker (2008) Source: Created by the author, 2010
3.3.1.
Deductive or Inductive development of Knowledge
Having understood the contrasting philosophical views of methodology, the approach to a research topic is equally distinct. Saunders et al (2009:107) states that undertaking a research exercise facilitates the development of knowledge in a particular field. Moreover, the literature suggests a deductive and inductive approach in the development of knowledge as shown in Table 3.1 (Bryman and Bell, 2007; Saunders et al 2009, Wisker, 2008).
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Table 3.1 Contrast between deductive and inductive research

Deductive Approach Biased towards an Ontological view Takes a paradigm Positivistic position Inductive Approach Biased towards an Epistemological view
/ Takes Postposivistic position / paradigm Data collected and a theory is developed as a result of the data analysis Empathises a close understanding of the research context Follows a flexible design structure to permit changes of research emphasis as the research progresses
Theory developed and a research strategy designed to test the assumption or theory using data collected Emphasises the need to explain causal relationships between variables Follows a highly structured design approach
The researcher is independent and The researcher is part of the research remains objective towards the process and subjective towards its research exercise influence and outcome The necessity to select samples of The approach is less concerned with the sufficient size in order to need to generalise generalise conclusion Collection of quantitative data Collection of qualitative data
Source: Adapted from Saunders et al (2009:127) and Wisker (2008:65) Justification: Deductive Approach It is the view of the researcher that the approach is biased towards a deductive approach for three key reasons. Firstly, the researcher holds the assumption that organisation is a LO which encourages, stimulates and rewards creative and innovative practices as mentioned in section 1. Secondly, this research was carried out within the established theoretical framework of the LO and OL. The deductive approach is also appropriate for the purpose of this research which builds on existing theory of creative behaviour and innovative ability postulated in the literature review (refer
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RESEARCH METHODOLOGY EXAMPLES section 2). This facilitated the researcher in critically evaluating creative and innovative management practices within the organisation. Thirdly, the researcher holds the view that data is measurable through analysis where the extent to which creative and management practices are dependent between the relationships of variables can be measured such as culture, knowledge management, leadership as well as creative and innovative ability. However, the researcher acknowledges that his view is biased to the extent of the constructivism perspective along the continuum. The researcher believes that the data collected shows that the employees also construct knowledge and meaning from experience and from relationships between themselves, systems, events as they unfold in the workplace (Wisker, 2008). 3.4. Research Design This section explains how the research design was tailored for this research topic. It is the outline of unique research elements serving as the overall framework and specification to which data is collected and analysed. The design may therefore consist of a combination methods or approaches dependent upon the research topic (Wisker, 2008; Bryman and Bell, 2007; Kent, 2007).
3.4.1.
Research Approach
The methodology literature suggests that for business and management research, the research approach can be classified into three main types namely, descriptive, exploratory and explanatory (causal) research in which to identify the key issues to better understand the research topic. Each of these can be approached using different theoretical perspectives and methodologies (Wisker, 2008; Jankowicz, 2005, Kent, 2007). Justification: Explanatory Approach Explanatory research is primarily concerned with establishing the condition or extent of a given situation by explaining the causal relationships between variables. It therefore seeks to establish the cause-and effect relationships and it examines the degree of influence of one or more variables (Wisker, 2008). The explanatory research approach was deemed appropriate for this research topic as it explained the relationship between variables such as the campaign type, academic level, culture, knowledge management, performance appraisal and managers taking a personal interest in staff and
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RESEARCH METHODOLOGY EXAMPLES the effect on the variables of creative and innovative ability (brainstorming exercises, double-loop learning, shared vision and values, recognition as well as learning new skills and competencies) which is evident in the LO theory advocated by Senge, Argyris and Schn and Pedler at al in section 2.2. Furthermore, this approach is also more useful when a number of variables have been identified where the descriptive and exploratory research may tend to confuse rather than clarify the research analysis (Saunders et al, 2009; Jankowicz, 2005; Wisker, 2008). 3.4.2. Research Strategy and Time Horizon
In contemporary research strategy some writers believe the distinction between Qualitative research and Quantitative research is debatable because of the ambiguous application and blurring of boundaries. However, there is strong evidence for such distinction and the growing increase in use by most writers provides a strong argument for its relevancy (Bryman and Bell, 2007). Quantitative research emphasises quantification in the collection and analysis of data. It therefore consists of systematic records that consist of figures constructed by researchers utilising the process of measurement and imposing a structure. Because it measures variables, it looks for incidence between behaviours or conditions and measures statistical association between them (Kent, 2007; Saunders et al, 2009). Qualitative research on the other hand consists of systematic records that consist of words, phrases or images by creating an in depth understanding between variables. It looks to identify emerging responses, categories and/or themes to formulate generalisations within the research (Kent, 2007; Saunders et al, 2009). An important factor to consider is the time constraint available to undertake the research. Saunders et al (2009) and Bryman and Bell (2007) distinguish between two apposing forms. Longitudinal research is carried out on a sample on more than one occasion and/or over a number of years. Crosssectional research is carried out on a sample at a single point in time to assess the research topic at that given point in time. Justification: Mixed Research Strategy and Time Horizon It is quite popular within contemporary research to combine qualitative data and quantitative data as suggested by Wisker (2008), Kent (2007), Jankowicz (2005), Saunders et al (2009) and Bryman and Bell (2007) and is of
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RESEARCH METHODOLOGY EXAMPLES particular variables. importance when analysing relationships between various
In order to gauge a true and meaningful representation of creative and innovative management practices within the organisation it is necessary to integrate quantitative and qualitative research in order to gain a deeper understanding of the relationship between variables mentioned in section 3.4.1. The research was carried out with a bias towards quantitative data for statistical measurability to show the extent of creative and innovative practices. Qualitative data aided deeper understanding across these practices and the relationship between the variables. The qualitative data is highly structured to achieve consistency to that of quantitative data to allow the researcher to draw meaningful comparisons and generalisations to inform the recommendation (Kent, 2007). More specifically Section 3.5.2 justifies the researcher's choice of combining quantitative and qualitative research strategies through the data collection method and technique analysis (Saunders et al, 2009; Bryman and Bell, 2007). The researcher utilised a research survey to capture data by addressing questions to appropriate respondents in a formal manner and applying a systematic record of their responses through coding (Kent, 2007). A cross-sectional research form was deemed necessary due to the limited time constraint. The cross-sectional research provides a "snap shot" allowing the researcher to instantaneously analyse and assess the creative and innovative management practices and subsequently conclude the research and provide recommendations at a single point in time (Saunders et al, 2009:155).
3.5. Research Sampling A research sample is described by Kent (2007:229) as a "subset of being able to draw conclusions about the entire population of cases" while a population is described as a "universe of entities from which a sample is to be selected".
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3.5.1.
Sampling Technique
Three population groups were identified as Staff, Managers and HR representatives and together reflect the aggregate number of employees within thelisteningcompany. Due to the constraints identified in section 3.4.2 the researcher deemed it necessary to select a sample from the 3 population groups. According to Kent (2008:231) two general approaches to sampling are used in business and management research namely Probability samples defined as "A sample in which the selection of sampling units is made by methods independent of human judgment. Each unit will have a known and nonzero probability of selection." Non-probability samples are defined as "The chance of selecting a case from a population of cases is not calculable since the selection is made on a subjective basis." Each approach can be divided into further categories dependent upon the method employed. Justification for Non-probability Sampling A certain element of Judgement has been used in selecting the sample. Firstly, a well conducted non random survey can produce acceptable results more quickly and at a lower cost than random sampling. Secondly the organisation was unable to provide a total population list due to data protection. The researcher addressed this issue through Purposive and Convenience sampling. Curwin and Slater (2008) as well as Kent (2007) explain that purposive and convenience sample is a form of non-probability sampling where the selection of cases are made according to the researcher's judgement, ease of access to entities or entities deemed most important. Staff Through non-probability convenience sampling there is an element of chance in the selection of individuals, although this may not be calculable. The researcher had previously observed that the most appropriate time to distribute a large number questionnaires to staff members were in the two canteen areas during their morning, lunch and afternoon break time. The purpose of distributing questionnaires to staff was to identify the extent of which creativity and innovative practices exist by; a) The extent to which creative and innovative practices are present ASMDOC/2010
RESEARCH METHODOLOGY EXAMPLES b) Measuring the extent to which staff are supported and encouraged to be creative and innovative c) To identify if any inadequacies exist to creativity an innovation. Managers and HR Representative Non-probability purposive sampling was used because a predefined sample was selected based on the smaller population size. The researcher was able to approach 2 Managers and 1 HR representative by virtue of accessibility. The purpose of distributing questionnaires to Managers was to identify the extent to which the organisation encourages creativity and innovation. The questionnaire was handed to the HR Representative to identifying support mechanisms and policies in place to encourage creativity and innovation.
3.5.2.
Limiting Sampling Bias
Because of the subjectivity inherent in the above sample methods, reasonable care had been taken to ensure that no population group had been excluded. This is reflected in the selection of the three subsets of the population to enhance the research findings (refer data triangulation, section 3.4.3). Because of the small population size of Managers and HR representatives the number of entities selected is deemed to be representative of that population size. Due to the manner in which the questionnaires were administered for staff members, the total number of staff members who had completed the questionnaire is approximate and assumed to be representative of the population size. 3.6. Data Collection This section will show the procedures and techniques for data collection and analysis. 3.6.1. Sources of Data
All methods of data collection can supply qualitative and quantitative data which is divided into secondary or primary source of data.
Use of Secondary and Primary Data Secondary data ASMDOC/2010
RESEARCH METHODOLOGY EXAMPLES The main source of secondary data is external contemporary academic journals pertaining to the theoretical framework as well as empirical research in relation to this research topic. In addition, information obtained internally through the organisation's intranet such blogging as well as and monthly newsletters have been utilised. These sources have been treated with caution and carefully analysed to ensure its relevancy to this research topic. Primary data The research collected primary data by means of a survey which will be predominant in informing the research analysis. This is further expanded in the section below. 3.6.2. Data Collection Method and Instrument
A mono method was employed by the researcher to ensure consistency and objectivity for data analysis. This was achieved through a single quantitative data collection technique by means of a questionnaire survey (refer Appendices A, B and C) combining and quantifying both quantitative and qualitative data collection procedures through quantitative data analysis (Saunders et al, 2009). The positivistic view held by the researcher is reflective in the questionnaire survey which informed the questionnaire designed.
3.6.3.
Questionnaire Design
The cross-sectional form of this research (refer section 3.4.2) necessitated self-completion questionnaires as the research instrument. A well designed self-completion questionnaires has the advantage of been administered over a shorter period of time (Saunders et al, 2009). This is of particular importance when aiming the questionnaire at three sample subsets discussed in section 3.5.1. The questionnaires contained questions specific to each sample group. The staff questionnaires consisted of closed-ended (quantitative) while questionnaires aimed at the Managers and HR Representative consisted of closed-ended and open-ended (qualitative) questions to achieve the mixed research strategy. The closed-ended questions were standardised and common to the three subsets while the open-ended questions elicited
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RESEARCH METHODOLOGY EXAMPLES responses to further understanding relationships between the variables (Bryman and Bell, 2007, Saunders et al, 2009). To elicit qualitative data, the questionnaires employed a rating scale to restricted questions requiring graded responses. Varying degrees of a Likert scale was used in which participants were required to indicate degrees of agreement to a series of statements to form a multiple indicator or item indicator (Bryman and Bell, 2007). To elicit qualitative data respondents were requested to elaborate on responses. The responses allowed the researcher to understand the relationship between the variables though emerging themes and categories. Variables were categorised into three types distinguished by Dillman (2007; cited in Saunders et al, 2009:368). Opinion - record how respondents feel about something, think or believe Behaviour - record concrete experiences of respondents Attribute record those characteristics which the respondents possesses Levels of Measurement A scale of measurement facilitates in the collection of data that provides information about the variable. Argyrous (2008:8) and Brace (2008:59) however, point out that scales of measurement do not provide the same amount of information about the variables being measured and therefore they distinguish between 4 distinct levels of measurement. Lowest Level: Nominal scales - Lowest level of measure which classifies variables which have no quantitative ordering. Intermediary Level: Ordinal scales - In addition to the function of classification, allows entities to be ordered by degree according to the measurement applied to the variables. Highest Level:
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RESEARCH METHODOLOGY EXAMPLES Interval scale/Ratio scale - Has units measuring intervals of equal distance between values on the scale and a "meaningless zero point" Brace (2008:62). Thus difference between the two values becomes more meaningful to determine the relative strength of relationships between variables. This type of classification is used for numeric data.
Justification of Levels of Measurement The researcher has distinguished between the levels of measurement in the questionnaire to understand the type of information derived from the data collection and findings process. The researcher has used nominal scale as the basis to classify variables. The researcher has employed ordinal scales allowing the items to be categorised and ranked for measurability. However, due to the non-numerical nature of the variables the interval scale of measurement was not used due to the non-numerical data collected (Argyrous, 2008). 3.6.4. Triangulation Triangulation is defined by Bryman and Bell (2007:412) as "using more than one method or source of data in the study of a social phenomena [social survey]." Triangulation facilitates the validation of data through cross verification in order to enhance confidence in research findings. A number of methods are available to the researcher such as theoretical, investigative, data and methodological triangulation (Bryman and Bell, 2007; EasterbySmith et al, 2004). Justification of Data Triangulation Although the researcher employed a mono data collection technique, data was in fact collected from three different subsets of the population by means of samples. This facilitated the research in validating the data by means of the three sources across the organisation. Moreover obtaining data from two or more sources is of particular importance as the uncertainty of its interpretation is greatly reduced. The most persuasive evidence of a mono method data collection technique is employed through data triangulation (Bryman and Bell, 2007). This ensures credibility and validity of the analysed data (Easterby-Smith et al, 2004).
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RESEARCH METHODOLOGY EXAMPLES 3.7. Data Analysis This section explains how the quantitative and qualitative data will be analysed. Data interpretation was done through was done with the use of IBM Statistical Package for the Social Sciences (SPSS) analytical software in the form of crosstabulation to investigate the relationship between variables. Appropriate measures of association were used to quantify those relationships to indicate the level of dependency (Argyrous, 2008), in keeping with the positivist view held by the researcher mentioned in section 3.3.1. The results of the data interpretation were contrasted and compared to the theoretical perspectives discussed in Chapter 2 in order to critique the organisation's creative and innovative management practices. Validity and Reliability of Quantitative data When employing quantitative research, the term "validity refers to the extent to which measurements accurately reflect reality or the truth [and] reliability is the extent to which the application of scale produces consistent results if repeated measures are taken" Kent (2007:278). It may be argued that triangulation offers a valid alternative to traditional criteria of validity and reliability. This research has employed data triangulation (refer section 3.6.3) with the purpose of checking the validity of the findings (EasterbySmith et al, 2004, Kent, 2007). 3.8. Conclusion In summary this chapter discussed the approach to this research dissertation following the well defined methodology framework of Saunders et al (2009) to address the aim and objectives. The researcher adopted a positivist view to the extent of a constructivism perspective. A deductive approach is the underlying factor of the mixed strategy of quantitative and qualitative research to explain the relationships between variables of the three sample groups by means of a mono method of data collection and analysis. The following chapter is the practical application of the methodology and methods discussed in this chapter by presenting the research findings, interpretation and analysis of results and the discussion addressing the research question.
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Example 3:
METHODOLOGY
Introduction In previous chapters the researcher presented extensive literature review and background information to underpin the aim and objectives of this research. The purpose of this chapter is to justify the chosen methodology by giving detailed descriptions and explanations. Methodology is the theory of how a research should be done (Saunders et al., 2009). This chapter will explain the reasons for choosing the methodology used throughout this study. The chapter starts with reiterating the aim and objectives of the study and continues with theoretical descriptions and framework of the research philosophy, study design, data collection methods, and data analysis, and then the chapter is concluded by summarising the selected methodology.
Aims and Objectives of the Research Every research should have an aim and objective since it is conducted to prove an idea, theory or thesis. The aim of this study is to investigate the role of flight service quality in creating customer loyalty and competitive advantage in civil aviation. Objectives, on researchers aspect, are evidence of the researchers clear sense of purpose and direction (Saunders et al., 2009). Objectives of this research are presented below:
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RESEARCH METHODOLOGY EXAMPLES 1) To carry out a literature review on service quality, customer loyalty and competitive advantage. 2) To carry out primary research in order to determine the factors influencing service quality and customer loyalty in creating competitive advantage. 3) To provide recommendations to BA and the Industry, evaluating strategies in creating competitive advantage and enhancing customer loyalty. Research Philosophy There are different approaches on processing the information and
understanding the reality and those approaches provide the basis for research philosophies because every research needs a philosophy to help researchers to perform their research in accordance with their aim and objectives. Literature suggest three type of research philosophy; positivism, realism and interpretive.
Positivism Positivism, as shared by most scientists, is the belief accepting the existence of a reality other than our perception, despite the fact that our understanding of this reality is limited and may never be complete (Bachman and Schutt, 2010). To give better insight to the positivist approach, literature suggests some assumptions (see Figure 3.1). Figure 3.1 Summaries of Positivist Assumptions
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Source: Adapted from Bryman, 2004 (cited in Flick, 2009)
In the recent literature, another approach is also mentioned and it is called post-positivism. Post-positivism is a philosophy evolved from positivism and generally supports quantitative research but sometimes it can also apply to qualitative researches (Hasse-Biber and Leavy, 2010). Similar to the positivists, post-positivists also relay on deductive logic and hypothesis testing, on the other hand, although not in absolute terms, it also tries to find evidence to prove or disprove a theory (Hasse-Biber and Leavy, 2010).
Realism Realisim is a research philosophy presuming that there is a knowable and objective reality (Gray, 2009). Realist researcher generally attempts to provide generalizable explanations, and contrary to the positivists, they do not generally offer predictions (Fisher, 2010). All realists stand somewhere between positivism and interpretivism, and they neither believe that by general laws they can define the things they study precisely, nor these studied things are unique and random (Fisher, 2010). The sub-set of realism, critical realism stands on that there are many potential casual mechanisms for what we observe impossible to separate from their effects and plan them,
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RESEARCH METHODOLOGY EXAMPLES while realists believe that they can approximately model the social reality by developing and testing hypotheses (Fisher, 2010).
Interpretive According to the Interpretivists, social scientists aim to understand the meaning given to the reality by people, and do not aim to determine the way reality works without these interpretations (Bachman and Schutt, 2010). Interpretivists suggest that the scientists based on their own bias and preferences, and interactions with others create an image of reality (Bachman and Schutt, 2010). Interpretive approaches which are symbolic interactionism, the Chicago School, dramaturgy, phenomenology, and ethnomethodology, are developed in different disciplines and focuses on subjective experience, little interactions, and understanding (Hasse-Biber and Leavy, 2010). The positivist research philosophy was chosen for this study based on the aim and objectives of this research which needs a deterministic approach on reality. Positivist approach is a deterministic philosophy about research and the studied problems which the causes effecting outcomes need to be identified and assessed as it is in experiments (Creswell, 2009). The researcher preferred positivist philosophy with the assumption of the existence of a reality and a relationship between service quality, loyalty and competitive advantage.
Research Design and Methodology Research designs are plans and the procedures for research that span the decisions from broad assumptions to detailed methods of data collection and analysis as defined by Creswell (2009). Furthermore, Babbie (2008) asserts that research design is all about answering the questions of what, how and ASMDOC/2010
RESEARCH METHODOLOGY EXAMPLES why you are going to observe and analyse. Research design is a framework of how you will conduct the research, how you will collect and analyse the information that is needed to support the necessity of your research and to prove your aim and objectives. The selection of research design depends on the nature of the research problem or the issue what researcher addressed (Creswell, 2009).There are three different kinds of research design according to data collection method; qualitative, quantitative and mixed methods.
Qualitative Research Qualitative research is a technique trying to understand individuals or groups attributed to a humane or social problem, and the research process includes raising questions and procedures with inductive data analysis, and then researcher attempts to interpret the meaning of this data (Creswell, 2009). According to Flick (2007), qualitative research is intended to approach the world out there and to understand, describe and sometimes explain social phenomena from the inside in a number of different ways as shown in Table 3.1. Table 3.1 Methods of qualitative research
Source: Created by the author (2010).
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RESEARCH METHODOLOGY EXAMPLES Qualitative methodologists historically described three major research purposes which are explore, explain, or describe a phenomenon which are also encompassing synonym terms of understand, develop, or discover (Marshall and Rossman, 2010). In the literature, a lot of studies are descriptive and exploratory in terms of building rich descriptions for unexplored complex circumstances and others are explicitly explanatory showing the relationship between events and the meaning of the relationship (Marshall and Rossman, 2010).
Quantitative Research Quantitative research is a method examining the relationship between variables to test objective theories, and these variables can be measured and analysed with statistical procedures (Creswell, 2009). Quantitative study takes the existing literature on the studied topic, derive hypotheses, and later test those hypotheses rather than taking insights and knowledge from those existing literature to see your statements and observations in their context as quantitative study does (Flick, 2009). The difference between qualitative and quantitative methods is that qualitative methods involve a research describing people and events characteristics without comparing events in terms of measurements or amounts, on the other hand, quantitative methods focus on measurement and amounts (larger and smaller, similar and different, more and less, often and seldom) of the characteristics displayed by the people and events that the research studies (Thomas, 2003). Mixed Methods Research Mixed methods research is a model combining both qualitative and quantitative approaches and collecting and analysing both kinds of data in a
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RESEARCH METHODOLOGY EXAMPLES study (Creswell, 2009). Mixed methodology approach is a pragmatic combination of qualitative and quantitative research and its paradigmatic foundation is the research aim, as stated by Flick (2009). As suggested in the methodology literature, that there are three types of research designs which are exploratory, descriptive, and casual research (see Table 3.2). Table 3.2 Types of Research Design
Source: Created by the author (2010).
Another theory suggests two different kinds of research approach which are deductive and inductive approaches. A researcher use deductive approach when they need to use literature for the purpose of identifying ideas and theories and subsequently test this proposed theoretical or conceptual framework by using data (Saunders et al., 2009). The golden standard of deductive research that is frequently seen is the design and structuring of laboratory experiment (Gill and Johnson, 2010). On the other
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RESEARCH METHODOLOGY EXAMPLES hand, inductive approach can be used when the researcher firstly needs to plan exploring the data, then developing theories from them and finally relating it to the literature (Saunders et al., 2009). To understand the concept better, see the Figure 3.2. Figure 3.2 Process of deductive and inductive approaches
Under the light of the information given above and considering the purpose of the research, quantitative research method with a descriptive design and deductive approach was chosen for this study. It is accepted as the most suitable research design and methodology as the nature of this research requires collecting the quantitative data to test the research aim and objectives as it is in deductive approach and develop descriptions with the findings to create a better understanding of the reality.
Data Collection Methods There are two different kinds of data collection methods which are primary and secondary data collection methods.
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RESEARCH METHODOLOGY EXAMPLES Secondary Data Secondary data is the data that is collected on sometime and somewhere for another purpose and both internal and external sources of it provides quick and at lower cost information which sometimes the company never collect by itself (Kotler and Armstrong, 2010). Secondary data, chosen from multiple-sources ranging from academic articles from printed or online journals, other published documents, internet, books from libraries etc., is used in this study. Secondary data is used as an easier means of data collection and it is also important for analysis and drawing conclusions from the primary data by comparing and contrasting it with previous researchers works.
Primary Data Primary data, as defined by Kotler and Armstrong (2010), is the information collected at hand for a specific purpose. Primary data can be collected from a survey, interview or observation. A survey is a systematic method of collecting information from selected a sample group in which the members belong to a larger population with the aim of building quantitative descriptors of this larger populations characteristics (Groves et al., 2009). Figure 3.3 illustrates how objectives determine the sampling and measurement processes in a survey type of research (Groves et al., 2009).
Figure 3.3: Processes of a survey.
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Source: Groves et al. (2009).
The author designed a survey to conduct on different travel and business related interest groups or web pages using survey monkey method.
Questionnaire Design When choosing a questionnaire the researcher should answer some questions; these are listed by Marshall and Rossman (2010) (See Figure 3.4)
Figure 3.4 Choosing a questionnaire
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Source: Created by the Author (2010).
Before using it in collecting survey data, the questionnaire needs to be tested (Groves et al., 2009). The researcher tested questionnaire on randomly chosen 10 people and according to results the researcher changed income groups as it was found slightly higher than predicted. Questionnaire was planned to contain 14 questions; the first five questions aim collecting general information on respondents buying behaviours and preferences on air travel and the last seven questions were designed to gain demographical information of the population. The sixth and seventh questions were designed to acquire specific information to understand the influence of strikes and ash crisis on British Airways customer loyalty and effects of the chosen 22 service quality dimensions on customers buying behaviours and loyalty.
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RESEARCH METHODOLOGY EXAMPLES Population and Sampling In addition to deciding on the philosophy, design and data collection method of the research, the researcher also needs to define the population, sampling method and size to get accurate and realistic results from the study. The population is that the group (usually of people) about whom we want to draw conclusions (Babbie, 2008). As we are not able to study all the members of population, we draw a sample group according to the purpose of the study (Babbie, 2008). Sample size is another important point which needs to be determined carefully. Sample size also depends on the budget of the research and the researcher can increase the sample size accordingly. The inferences taken from a sample can be affected by both the sample size and variation extension in the sampling population (Kumar, 2005). Furthermore, sampling method is a key element to obtain realistic results from a research. There are three type of sampling strategies; random/probability sampling, non-random/non-probability sampling and mixed sampling (Kumar, 2005) (see Figure 3.5). Figure 3.5: Sampling Strategies.
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Source: Created by the author (2010). Random sampling design was considered to be suitable for this research. Random/probability sampling means every record in the sample has a nonzero selection chance (Groves et al., 2009). To reach all airline travellers various randomly chosen web sites from interest groups and social networking pages to air travel forum pages were used. Although, statistically valid information was seen between 300 500 questionnaires, the actual sample size was determined by research limitations. Data Analysis Once the researcher completes the data collection in a suitable form, it will be ready for interpreting and drawing a conclusion which reflect the ideas and theories behind the research (Babbie, 2008). After randomly collecting the data by distributing online questionnaires through survey monkey and by collecting it directly from random people, the findings were analysed by SPSS and the charts and graphs that are used to examine and present the data were developed using Microsoft Excel. Descriptive statistics and correlation analysis, which will allow the researcher to investigate demographical and general characteristics, relationships, and trends in the sample, were chosen as the analysis methods. For a deep analysis, the author classified the service quality dimensions according to the conceptualisation of SanchezHernandez et al. (2009) which is detailed in the Literature Review (See Table 2.3 and 3.3). Table 3.3 Service Quality Dimensions
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Source: Created by the researcher (2010) Research Limitations As stated by Marshall and Rossman (2010), all proposed research projects have limitations: none is perfectly designed. Drawing out these limitations earlier will help in understanding the research boundaries and how its result can and cannot help understanding (Marshall and Rossman, 2010). The most important limitations of this research are the limited time and financial constraints. These limitations made researcher to decide on a sample size between 100 150 respondents and also limited the question numbers. Conclusion To sum it all, the researcher has chosen positivist philosophy and deductive approach with quantitative descriptive research design as it is the most suitable methodology for the nature of the study. The collected data which will be detailed in the next chapter has been acquired through questionnaires with the random sampling method. Both primary and secondary data were used in different sections of the study as secondary data is used in the literature review section to create a basis for the research in addition to the primary data acquired from questionnaires. In the next chapter the author will continue with the presentation of the findings acquired through this methodology.
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Example 4:
RESEARCH METHOD
3.1 INTRODUCTION
This chapter is discussing about the research method types and methods use to retrieve the collected data by primary research. Research methodology explains the overall structure of the study. According to Croswell J (2010) methodology is the analysis of principle methods, rules and evaluation employed by a researcher. Methodology finds the solution from the root of the problem statement by analysis, design and testing to represent goal. (Ronald Leroy Burback (2008) .The marketing strategy will help to choose the directive approach and deep research. A combination of primary and secondary data helps to find the right research method. Research design is a critical link between the theory or argument informed in the research and data collected ( Nachmias and Nachmias 2008). This chapter start by reiterating the research Aim and Objectives, General overview of research method, qualitative and quantitative method, and basic of research method use, justification for selected methodology and sampling frame work, justification for organisation use, conclusion, limitation of research.
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3.2 RESEARCH AIM AND OBJECTIVES

Aim of this study is to analyse critically the effectiveness of promotion mix to acclimatize into antismoking drugs market. The following objectives are drown in order to achieve aim of this research, Objectives: To find out the efforts of antismoking drugs campaign in customizing their supplementary services through pharmacy to enhance sales of antismoking drugs . To compare smokers perception and the implementation of promotion mix strategies applied for stop smoking campaign. How to create brand awareness of antismoking drugs through implemented market segmentation and product differentiation strategy To achieve objective both primary and secondary data is use. Primary data collected by questionnaires and secondary data gather from academic journal, books, articles, newspaper, and internet. This chapter now look into the methodology need to use in order to analyse data collected by primary research.
3.3 GENERAL OVERVIEW OF RESEARCH METHODS

Research techniques can change according to country and culture. Research can divide into surveys, experiment, observation, and existing data. Surveys method uses questionnaires and interviews to collect large number of data. Methodology is the analysis of principle methods, rules and postulate employed by a researcher. Research is design with broad aspects of research which further focus on require project to expand discussion and result. Torchim WMK (2006) showing the structure of research method demonstrates the ability to apply concepts in the context (Saunders et al 2007). Multiple research methods are use by researcher to know the uniqueness of each methods and ASMDOC/2010
RESEARCH METHODOLOGY EXAMPLES subdivisions (Allen and skimmer 1991). Research philosopher Chapman (2005) put forward three main approaches to research studies in business management as positivism, realism and interpretive.
3.3.1 POSITIVISM Positivism is philosophical concept, which works on an observable social reality. Positivism believes in social law, which influence the behaviour of individual.(Positivism is using methods, like questionnaire or structured interview to obtain reliable quantitative data and to achieve an objective. Quantitative marketing research is the application of technique in field of marketing which has deep roots in positivism and modern marketing viewpoint of four Ps (Bradman et al 1998). 3.3.2 REALISM In realism, the representation of reality operates in different domain that means the approach is internal dimension of the study. The mechanism and structure targets the perceived events, and observation is value-laden. (Norris 1999, P Dobson 2002) There is no conflict between seeing our scientific views as being about objectively given real worlds, and understanding our beliefs about them as subject to all kinds of historical and other determinations. ( Norris, 1999) Realism cannot concentrate only on one investigation of the group but argues for a whole structure, practice and conventions (Bhaskar1991, 76). Realism can be useful for operation research and management service and system. (Mingers 2000) 3.3.3 INTERPRETIVE Interpretive research approach is to understanding the phenomena by managers by role assign to them. (Bruce Rowlands 2005).Assumption for interpretive research is that knowledge obtained through social constrains as language or meanings by intimate relationship between researcher
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RESEARCH METHODOLOGY EXAMPLES and explorer. Interpretive methodology is to produce social context phenomena and process which influence by sociology (Walsh 1995). Interpretive research often involves qualitative method to collect and analysis data, but there are ways of using quantitative data. The key task of this method is to found out meaning of context to see current emerged situation (Klein and Myers 1999). In order to get insight of the study, the researcher has opted positivism approach. This based on the ground that the aim of this research is to estimate the perception of smoker. Positivism approach is base on perception of consumer and the responses are not influence by researchers own experience.
3.4 RESEARCH METHOD

Quantitative research method use to understand the attitude or behavioural change of the respondents. The information from interviews is explanatory in nature. Quantitative research help to generate the statistics by large-scale survey using respondents is less time consuming and not in depth. The main differences between qualitative and quantitative research methods are discuss in table below 3.4.1 Table 3.4.1 Comparison of Qualitative and Quantitative research methods
Qualitative "All research ultimately has a qualitative grounding" Quantitative "There's no such thing as qualitative data. Everything is either 1 or 0" The aim is to classify features, count them, and The aim is a complete, detailed description. construct statistical models in an attempt to explain what observed. Researcher may only know roughly in advance, Researcher knows clearly in advance, what he/she is what he/she is looking for. projects The design emerges as the study unfolds. looking for. projects All aspects of the study are carefully design before data is collected. Recommended during earlier phases of research Recommended during latter phases of research
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Researcher uses tools, such as questionnaires or equipment to collect numerical data. Data is in the form of numbers and statistics. Objective seeks precise measurement & analysis of target concepts, e.g., uses surveys, questionnaires etc.
Researcher is the data-gathering instrument. Data is in the form of words, pictures or objects. Subjective - individuals interpretation of events is important ,e.g., uses participant observation, indepth interviews etc. less able to generalize. Tends to become subjective
Qualitative data is more 'rich', time consuming and Quantitative data is more efficient, able to test hypotheses, but may miss contextual detail. Tends to remain as objective.
Source: Created by the Author, March 2010 The author used Quantitative research method in order to achieve aim of this research. The statistical data seems to be more precise and efficient to attend objectives of this research. According to Saunders (2007) three types of research design as exploratory, descriptive and explanatory has individual purpose of study. The main feathers of this research design are discuss below-
3.4 1 EXPLORATORY Exploratory research is gathering of relevant facts and opinion for preparation of research (Corsini, 2002). According to Kotler et al (2006 pg 122), the objective of exploratory research is to gather preliminary information to define problem and to eliminate hypothesis. Exploratory research is use to collect data from literature, finding expert domain and doing pilot study for accessing the reaction of the participants. Thus, exploratory research design is more flexible and versatile. These methods develop refine tools and test the major procedures (Kumar 2005). In this research exploratory research will be use because the data collection by literature review will be use to compare with data collected in fieldwork to achieve the aim and objective of this study.
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3.4.2 DESCRIPTIVE RESEARCH Research is descriptive in natures, which describes the data collected by exploratory research and further explain why the research is social in nature. The outcomes of research can further demonstrated to find the causes of outcomes. This research is pre planned and marked by formulation of hypothesis. This method is use to describe the perception of consumer in regards with product characters and to estimate the units in special population to explain consumer behaviour. This method helps to make prediction and determine the marketing variables. The qualitative method such as survey, panel Interviews and focus group observations are more relevant for this research design. This method help to find out why and how the respondents feel . Descriptive research involves survey to get the descriptive, behaviour and observation of consumer in particular environment (Mcnabb 2002). The objective of this design is to describe market potential for product demographic effect on consumers and their attitude towards markets (Kotler et al 2006 p 122). The author will use this research method to find out the perception of smokers and to design the long-term strategy to recognise the consumer behaviour and the pharmacies role to develop the products characters.
3.4.3 CASUAL RESEARCH

The objective of this research is to analysis hypothesis and to find out relationship between what are the causes and effects (Kotler et al 2006) . Also, know as experimental design as this method is similar to the experiments done in a lab; this method seeks to establish causation by manipulation of one or more independent variables. This method is use to understand dependant and independent variables to determine nature of relationship.
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RESEARCH METHODOLOGY EXAMPLES In order to be more sensible about the qualitative and quantitative approaches it is necessary to introduce deductive and inductive approach to collect data thereby develop theory for data analysis (Sounder, Lewis p et al 2007 pg 15). The comparative aspects of deductive and inductive approach are discuss in table 3.4.2 Table 3.4.2 Comparison of Deductive and Inductive research approach Deductive approach Inductive approach
Begins with theory and move to hypothesis followed by Starts with close understanding of focus on research objectives. Uses quantitative approach to research Promotes idea of experimentation to test hypothesis research Associates with qualitative approach to generate theory Generates new theory for research emphasis Source: Saunders M, P. Lewis et al (2007)
According to above discussion of research approach and comparison of research theories, author found that Descriptive research design with Deductive approach is most suitable method for this research. The quantitative survey method is use to collect data for antismoking drugs sales.
3.5 DATA COLLECTION

Data collection methods are dividing into primary and secondary data collection.
3.5.1 PRIMARY DATA COLLECTION

Primary data collection is by survey, questionnaire interview, group interview, observations, and case studies or by critical incidents. This in a unique in every research as it is researchers most common method use for data collection. The main aspects analysed for survey research are o Selection of communication method,
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RESEARCH METHODOLOGY EXAMPLES o Maximise response to survey, o Questionnaires design, o Question phrasing (Lancaster et al 2005)
Thus, primary data is use in manual analysis for surveys and gathering statics. The data input sheets contain different manual formats for assessment of qualitative and quantitative research method. The method is select depending upon the aim and objective of research.
3.5.2 SECONDARY DATA COLLECTION

Secondary data defined, as data collected by someone, other than user, in this research number of secondary data will use. This is done to save time spend to collect data. In case of quantitative data collection, previous database use by researcher will help to capture past change or development and gives steps to start answering research question (Saunders 2007). Data analysis in regards with secondary research has following characteristics (Encyclopaedia 2008) o Researcher goal with promotion mix and antismoking drug sales data o The methodology used to collect primary data. o Time and type of collected data o Research method use with questionnaires o Success and consistency of data collection and source In this research the secondary data is utilise from books, academic journals, published articles, marketing books, business and pharmaceuticals journals, news papers, National Health Services guidelines, Boots pharmacy data information, related organisation information data base, website etc. A questionnaire used to collect data on smokers perceptions, brand loyalty and their attitude about stop smoking. Questionnaire designs based on the information require evaluating the promotion mix and sales of ASD. Thus, the combination of primary and secondary data helps to answer the research questions.
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3.5.3 QUESTIONNAIRE
To collect data from large group of people questionnaires are the best way. Questions can be open end or closed end to get a statistical report although close end question is always good to design research. Questionnaires are time and cost effective. People are more likely to say the truth as researchers have no record of individual Kumar (2005 p 130) says as there is no face-toface interaction between respondents and interviewer, this method has great anonymity. On the other hand, side questionnaires also have some draws backs as design problem, low response rate and in complete information. In spite of few disadvantages it is best method to collect data from large geographical area and easy to analysis.
In this research questionnaire designed by the author under the guidance of Professor Cilliers Diedericks. Suitable well-designed questionnaire used to collect data from Boots pharmacy. The questionnaires designed had the specification as detail information, clarification of questions, sequential questions, easily understandable wordings and pleasant layout. McNabb (2004 pg 150) says Questionnaires can be designed to determine what people know, what they think and how they act or plan to act
3.6 JUSTIFICATION FOR RESEARCH APPLICATION

In this research positivism, philosophical concept is use to understand smokers perception to give up smoking. Questionnaire is time and cost effective application in the field of marketing. Therefore, researcher has used the positivism questionnaire method. The numerical data helps to analyse precise measurement to test hypothesis and achieve objective of this research. Hence, the reason the quantitative method is use for analysis. The research is exploratory in nature as
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RESEARCH METHODOLOGY EXAMPLES secondary data is use in this research to eliminate hypothesis. Some part of research is descriptive as the parameters like consumer behaviour and smokers perception is analysis. The deductive approach of research is use as research uses quantitative approach to test hypothesis by focus on research objectives. Mixed population group sampling technique is use in order to analyse the parameters like age, gender and origin of the smoker which help to advertise ASD to targeted market segment. Quantitative research method justifies in this project because in related articles, comparative analysis method used by Naboko Petkova and Dimitrova (2007), to analyse the marketing strategies for ASD. Sales and annual growth of drugs used for Nicotine dependant therapy collected from IMS Pharm MIS journal. Trial-Repeat model (Richford, Bal Subramanian, and komakura 2000) was used to analysis the adoption effects and repeated purchase. This model is useful for marketing practitioners. (Franklin J Carter and Ravindra chitturi 2009) determine physician behaviour by segmented diffusion model to forecast sales. The statistical model for smoking among males and females in Sydney, where media advertisement recall of television commercial was access on random sample of 1,000 persons in three months to predict the result of ASD programme through multimedia (John Pierce 1989). Thus, the entire analyst used the quantitative research method in similar areas of findings. Therefore, the quantitative method is suitable for this research. The selected organisation Boots justifies for this research, as pharmacy is the place where most of the smokers purchase ASD and the consultation is approach mainly through pharmacies. Pharmacy can play a vital role to help smokers give up smoking and thereby statistics the sales can predict. The alternation promotion strategy will be design for the feedback of questionnaires.
3.7 LIMITATION OF RESEARCH

Limitations of time where data may not be obtain for long duration to draw the exact statistic. The smokers were not very happy to disclose their personal perspectives due to fear of socialism. The type of health system use in the country does not allow estimating exact sales revenue, which has the positive co-relation with promotion. The aspects of promotion mix such as
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RESEARCH METHODOLOGY EXAMPLES merchandising; viral marketing will not allow accessing the information. Due to financial restriction, author could not conduct in depth , large scale research.
3.8 CONCLUSION
To sum up the explanations, the research adopted the positivism approach. The design is descriptive with theory. The researcher used quantitative research method as questionnaires that are exploratory type of research. The sample technique done by using mixed population group analysis on age, origin and gender. The product choice of smokers will determine the sales of ASD. The result obtain from this methodology will be discuss in next chapter 4 to analyse the findings of research.
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Example 5:
3
Research Methodology
3.0 Chapter Introduction There is considerable debate over the term Market Research; many marketers believe that the term marketing research is more appropriate (Malhotra, 2009). Market research is usually considered to be research into customer needs, wants and preferences (Blythe, 2008); marketing research is sometimes used to describe all research carried out for the purpose of supporting marketing decisions (Armstrong et al, 2009). Whichever term is used, market research is concerned with the disciplined collection (Wrenn et al, 2007) and evaluation of specific data in order to help suppliers understand their customers needs better (Chisnall, 2001). The Chapter described, in details, the methodical approaches of the research study. The author chose the methodology framework called Research Onion (see Appendix 10) developed by Saunders, Lewis, & Thornhill (2003). The chapter will discuss the market research classification, research process & data, the research methods, the research respondents approaches, research design, and the research instruments used. It also will discuss the research ethics and the limitations of conducting the research.
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RESEARCH METHODOLOGY EXAMPLES While developing the research methodology for this research study the author would like to lead the greater specificity and investigate the questions in accordance with the objectives developed in chapter 1. 3.1 Research Objectives The prime objective of this research study is to find out how does promotion effect customer loyalty. The other relevant objects are to find out: Exploration of relevant theoretical framework associated with sales promotion. Examine the affects of the equity drivers on a customers loyalty and future purchase behaviour. A critical evaluation of existing sales promotion approach driven by Boots the Chemist to build customer loyalty. Determine the moderating promotional tool for Boots the Chemist
3.2 Introduction of the Methodology Research Methodology is not the method (Nagy et al, 2010); it is the study of the method and the philosophy for choosing one specific method of study (Blythe, 2008). The term research in marketing is often used to collect the data for analyzing (Gibbs, 2008) and interpreting to get the necessary information for making future strategy (Kotabe & Helsen, 2009) complying with the corporate objective to gain the competitive advantage (Walker, 2008). It is the evidence of measure of the performance by the company to the industry it operates (OSullivan and Abela, 2007). Thus, marketing research could be classified in six ways, which includes: i. ii. iii. Customer Research Promotion Research Product Research ASMDOC/2010
RESEARCH METHODOLOGY EXAMPLES iv. v. vi. Distribution Research Sales Research and Marketing Environment Research
Customer Research is intended to produce facts about markets and market segments (Kerin, 2010); it provides information about where customers live, what they do with their time, what their motivations are (Armstrong et al, 2009), what they like to spend money on and what their spending power is (Kotler et al, 2010), and what the trends are in the market. Promotion Research measures the success of promotions (Mullin & Cummins, 2008) in terms of their objectives. It relies on the careful planning but can provide information about the sustainability of the approach (Bell & Morse, 2008) used in reaching a target audience. Product Research is used to identify new users for existing products (Pride et al, 2010), or to identify needs for new products. Product research is often used to refine the design (Blythe, 2008) of an existing product to produce and improved version. Distribution Research is concerned with finding the best channels of distribution (Proctor, 2005) for a product; often it overlaps with customer research, since the location of retail outlets will depends on where the target consumers lives and on their habits (Neal et al, 2007). Sales Research is intended to help the sales management process (Rogers, 2007) by ensuring the territories are of equal size or value, that the techniques and approaches being used are effective, that the training of the sales force is appropriate and sufficient (Wong & Kao, 2008), and the sales force motivation is appropriate. Finally, Marketing Environment Research examines aspects of the micro and macro environments (Solomon, 2009). The purpose of the exercise is to ensure that the firm can anticipate environmental change and develop responses in advance. 3.3 The Research Process & Data The research process involves identifying and defining the research problem (Fox & Bayat, 2008) and analyzing necessary data to reach conclusion (see Appendix 11). Setting the research objectives requires selecting the mode of data collection. Data can be collected in two ways (Zikmund, 1997):
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RESEARCH METHODOLOGY EXAMPLES Primary Research conducted where data collected from the original source specifically for the current research purpose (Saunders et al., 2009). A primary research source includes questionnaires, interview, survey and experiments (Bryman & Bell, 2007). Secondary Research (also called desk research) refers to the historic data, the research conducted earlier and published for further uses (Burns, 2000). Source includes the published information from books, journals, newspapers, market research reports, government statistics, and directories etc. It is sensible to conduct the secondary research because the researcher fined it cheaper (Blythe, 2008), easy to collect, and flexible for decision making. The drawbacks with the secondary research are that it appears most of the time back dated and lacks accuracy (Johnson & Christensen, 2007). But it helps the researcher in possible design of the primary research (Marshall & Rossman, 2010) because secondary research indicates the gap between the research and help to choose the appropriate method of the research. Authors Justification For the purpose of this research study author will choose both secondary & primary research sources to collect the necessary information relevant to the study. Reference books, journals and different publications will be used as secondary means of data and the survey questionnaire (see Appendix 12) will be used to collect the primary data. Secondary data will be used for the purpose of the literature review and primary data will be collected and analyze to draw the conclusion of the research. 3.4 The Research Method A research method / design provide a framework for collecting and analyzing data (Yin, 2008). A Choice of research design reflects decisions about the priority being given to a range of dimensions of the research process (Bryman & Bell 2007:40). That is why choosing the research method is one of the prime tasks (Haugtvert et al, 2008) for any research. Research methods are of two types: 3.4.1 Qualitative Research
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Qualitative Research rooted firmly from various aspects of the social science (Baker & Hart, 2008). It has been described as both art and science (Cateora & Graham, 2009). Qualitative research is an overall term to describe the work researches do in formulating their interpretations (Flick, 2009) of the subjects of their studies and giving representations of theses interpretations in order to add to a body of knowledge (Baker & Hart, 2008). The term itself is self explanatory which deals with the non-numeric data collection by probing (November, 2010). Qualitative research involves content analysis (Silverman, 2010). Commonly used techniques are: focus group, exploratory groups, teleconferencing, video conferencing, depth interview, observation etc. Appendix 13 shows some of the methods used in qualitative research. 3.4.2 Quantitative Research Quantitative research deals with the numbers and involves statistical analysis of the data (Henning et al, 2009). Commonly used techniques include: survey of all types. Quantitative research outlined as a distinctive research strategy (Gill & Johnson, 2010) but in broader terms it is described as entailing the collection of numerical data (Groves et al, 2009). It exhibits the relationship between the theory and deductive research (Engel & Schutt, 2010). It has a distinctive epistemological and ontological position (Alvesson & Skoldberg, 2009) which suggests that there is good deal more to it than the mere presence of numbers. The process of Quantitative Research (Creswell, 2009) (see Appendix 14) outlines the main steps involved in quantitative research. This is very much an ideal-typical account of the process (Rihoux & Grimm, 2006); it is probably never or rarely found in this pure form, but it represents a useful starting point for getting to grips with the main ingredients of the approach and the links between them (Bryman & Bell, 2007). Authors Justification In this study the author will administer a combine approach to gather data. In the view of quantitative research the author will collect data by in store one-to-one survey (selfadministered) of the customer at Boots the Chemist.
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3.5 Research Respondent Approach Research respondents are the subject of the research (Saunders et al, 2009), whose behaviour and interest will be tested for the research. Selection of respondent might vary based on the type of the research (Monsen & Horn, 2008). The most widely used techniques to choose the respondent are: population and sampling (Rubin & Babbie, 2010). A Population could best be described as the aggregate set who usually shares the common characteristics and value (Burns, 2000). A Sample is a representation of the sub-group (Pole & Lampard, 2002). The sampling frame provides the list of the possible respondent (Royse et al, 2010) from whom the researcher draw the sample needed to conduct the research. Recently there has been a move away from probability sampling towards quota sampling (Blythe, 2008) and a growing use of databases for sampling. The reasons for this are that quota sampling is easier and more reliable (Buckingham & Saunders, 2004), and databases provide a quick and easy way of sampling for postal questionnaires. Appendix 15 shows some sampling methods used in marketing research. Authors Justification The author in this study will prepare a sampling frame from which the possible sample (138 respondents) will be surveyed to gather research information. 3.6 Research Design Before examining the types of research design it is important to ensure the role and purpose of the research design (Creswell, 2009). The researcher should ensure that the research design fits into the whole research process (Flick, 2009) from farming a question to finally analyzing and reporting data. The careful selection of the research problem leads to the research objectives (Kotler, 2008). The marketing research design could be is of three types.
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RESEARCH METHODOLOGY EXAMPLES Explorative Research conducted for gathering the preliminary data and suggest hypothesis (Cohen et al, 2007). In explorative research, problems are sought, and the design is, therefore, flexible and emerges the study progresses. Exploratory study consists of getting information form research literature, secondary sources, and from knowledgeable persons (Krishnaswamy et al, 2009:183). Descriptive Research tries to describe the market (Blythe, 2008), the potential outcomes and study the attitude of the customers in a descriptive manner. Descriptive research encompasses much government sponsored research including the population census (Rubin et al, 2010), the collection of a wide range of social indicators and economic information such as household expenditure patterns, time use studies, employment, and crime statistics and the like. Descriptions can be concrete or abstract. A relative concrete description might describe the ethnic mix of a community, the changing age of a population or the gender mix of a workplace. And finally, Causal Research is conducted to test the cause-and-effect relationship of the suggested hypothesis (Babbie, 2010). Appendix 16 illustrates the various differences between the explorative, descriptive and causal research design. Authors Justification This research study will try to explore and examine the effect of promotion to the customer loyalty since the author will conduct a combination of explorative and descriptive research to draw a conclusion. 3.7 Research Instruments Research instruments are used to collect the data from the market (Kotler et al, 2008). Marketing research instruments are of two types. The Questionnaire is a set of relevant questions (Brace, 2008) to the research objectives and the answers provide possible data to test the hypothesis. To be an appropriate questionnaire the questions should not be too long and unambiguous (Cohen, 2007). The layout of the questionnaire should be precise and clearly define (Groebner et al, 2008). Questionnaires are two types. Close-End Question includes all possible answers of the questions (Donsbach & Traugott, 2008). On the other hand, the Open-End Question does not allow the respondent to answer (Kotler & Armstrong, 2010) from the multiple choices rather
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RESEARCH METHODOLOGY EXAMPLES they have to answer in their own words. Finally, the Mechanical Devices are widely used to monitor the behaviour (Zikmund, 2003). It is important to evaluate the physical responses of the subject studied. Authors Justification In this study the author will prepare a close-end questionnaire to collect the information and analyze statistically. The questionnaire will include approximately 8-10 questions relating to the loyalty. To analyze the market data the author will use descriptive statistics (frequencies & means). One-way ANOVA, t-test, Chi-Square, Correlation Co-efficient and Linear Regression Analysis will be used to test the hypothesis. 3.8 Research Ethics Marketing Research benefits both the research sponsoring company and to the consumers (Armstrong et al, 2009) since marketing research helps to learn the need and wants of the market and provide the necessary attributes to the market to help satisfy the need and wants (Yang & ElHaik, 2009). However, the misuse of the research could harm the sponsoring company (Jobber, 2009) as well as the benefit of the customers. The research literature reveals prime two types of misuse of the research (Babbie & Benaquisto, 2010) which includes: Intrusions of Consumer Privacy and Misuse of Research Findings (Kotler et al, 2008). Many customers find the marketing research useful since it has a definite purpose (Kurtz, 2009). Most of the customers participate on the research and enjoy the time of giving their valuable opinion. But they also fear that the researcher might use their feelings of knowledge (Denzin & Lincoln, 2005) and might manipulate their buying. On the other hand, research findings can be powerful persuasive tools (Turow, 2009), companies often use study results and claims in their advertising and promotional campaign. However, there are few advertisers openly rig their research designs (Kotler & Armstrong, 2010) or blatantly misrepresent the findings; most abuse tends to be subtle stretches. Authors Justification
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RESEARCH METHODOLOGY EXAMPLES The purpose of this research is to partially fulfil the academic requirement of the graduation and thus all the informations gathered through market research will be treated as confidential and only be used for the academic purpose. 3.9 Limitations of the Study Academic research suffers from some basic limitations. The academic limitations includes: time boundary, adequate financial sources, lack of using appropriate research instruments etc. In this study author found time boundary as a prime limitation for conducting a worthy questionnaire survey for data collection and writing. 3.10 Chapter Conclusion Market research is the starting-point of marketing planning (McDonald, 2007). Since it focuses on the needs of the customers and provides information that supports decisions designed to meet those needs (Blythe, 2008). Without good information system, the marketing planning and strategy activities have little hope of success, and will almost always focus on the beliefs of the senior management (Kotler & Armstrong, 2010), which may bear no relationship to the real needs of customers. Summarizing the chapter discussion the author is going adopt the combination of explorative & descriptive research approach to deploy the quantitative research using both the secondary & primary data. The self administered questionnaire will be used to gather the primary data while academic journals and books were used as a means of the secondary data. In the next chapter the author will discuss in details the data analysis by using the statistical methods described in 3.7 and justify the findings by profess.
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Research Methods Guide

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RESEARCH METHODOLOGY EXAMPLES

Example 1: 3.1. CHAPTER INTRODUCTION

RESEARCH METHODOLOGY EXAMPLES Figure 3.1: Structure of the Chapter 3

Source: Created by the Author (2010)

3.2. RESEARCH AIM AND OBJECTIVES

3.3. RESEARCH PROCESS

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Source: Created by the author (2010)

3.4. RESEARCH PHILOSOPHY

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Source: Created by the Author (2010)

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3.4.4. Research Philosophy Justification

3.5. RESEARCH APPROACH

Figure 3.4: Research Approach

Source: Created by the Author (2010)

3.5.1. Deductive Approach

3.5.2. Inductive Approach

3.5.3. Justification of Research Approach

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3.6. RESEARCH DESIGN

Figure 3.5: Research Design

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Source: Created by the Author (2010)

3.6.1. Exploratory Research

3.6.2. Explanatory Research

3.6.3. Descriptive Research

3.6.4. Justification of Research Design

3.7. DATA COLLECTION METHODS

Figure 3.6: Data Collection Methods

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Source: Created by the Author (2010)

3.7.1. Secondary Research

Table 3.2: Advantages and Disadvantages of Secondary Research ASMDOC/2010

RESEARCH METHODOLOGY EXAMPLES ADVANTAGES DISADVANTAGES

3.7.2. Interpretation of Secondary Research

3.7.3. Primary Research

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3.7.4. Justification of Primary Research

3.8. RESEARCH METHOD

Figure 3.7: Research Method

Source: Created by the Author (2010)

3.8.1. Quantitative Research

3.8.2. Qualitative Research

3.8.3. Justification of Research Method

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3.9. SAMPLING TECHNIQUES

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3.9.1. Probability Sampling

3.9.2. Non-Probability Sampling

3.9.3. Justification of Sampling Techniques

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3.10. SAMPLING SIZE

Example 2: . Chapter III: Methodology

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and innovative practices.

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Approach and Type

Strategy and Type

Longitudinal Questionnair CrossSectional

Data collection and Data Analysis

Source: Adopted from Saunders et al (2009:138)