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Arshad Ashraf
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https://oxford.academia.edu/ArshadAshraf
Research Methodology
Harmonizing the methodology to the research question is fundamental to any research
strength (Punch, 1998).
Tashakkori and Teddlie (1998) suggest that it is more proper for the researcher in a
particular study to think of the philosophy accepted as a continuum rather than differing
views. They note that at some points the knower and the known must be collaborative,
while at others, one may more simply stand apart from what one is studying
(Tashakkori and Teddlie 1998).
Tashakkori and Teddlie (1998) state that you should study what interests you and is
of value to you, study in the different ways in which you deem appropriate, and use
the results in ways that can bring about positive consequences within your value
system (Tashakkori and Teddlie 1998).
Management research is concerned with the social realm in which we exist, Bhaskar
(1989) asserts that as researchers we will only be able to understand what is going on
in the social world if we recognize the social constructions that have given rise to the
phenomena that we are endeavouring to comprehend.
Hakim (2000) using an architectural example links the most suitable choice of research
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Concise Guidance on Research methodologies for first time researchers
method, where she presents the idea of the researchers chosen style, which, rather
like the architects, may reflect . . . the architects own preferences and ideas . . . and
the stylistic preferences of those who pay for the work and have to live with the final
result (Hakim 2000). This resonates the positions of Buchanan et al. (1988), who
supports that needs, interests and preferences (of the researcher) . . . are typically
over-looked but are central to the progress of fieldwork.
The research approaches used possibly used for exploratory, descriptive and
explanatory research (Yin 2003). However, regularly assigning strategies to one
approach or the other is unduly simple, what is most important is not the label that is
ascribed to a specific strategy, but whether it will allow the research question(s) and
meet the designed objectives.
The survey strategy is seen as authoritative by people in general and is both relatively
easy to explain and to understand. The survey strategy allows you to accumulate
quantitative data that can be analysed and can be used to offer possible reasons for
specific relationships between the variables and to produce models of these
relationships.
Rogers (1961; cited by Raimond 1993): scientific methodology needs to be seen for
what it truly is, a way of preventing me from deceiving myself in regard to my creatively
formed subjective hunches which have developed out of the relationship between me
and my material.
Reducing the risk of getting the answer incorrect means that care has to be paid to
two particular emphases on research design, reliability and validity.
This is important because you are unlikely to have more than one chance to collect
the data, where you will be unable to go back to those individuals who want to stay
unspecified and collect extra data using another questionnaire.
The design of your questionnaire will affect the response rate and the reliability and
validity of the data you collect. Response rates, validity and reliability can be increased
by:
Careful design of questions
Clear and pleasing layout
Lucid explanation of the purpose of the questionnaire
Pilot testing
Carefully planned and executed administration
A good questionnaire design depends on the data that needs to be gathered; whether
that contains qualitative information for the purposes of a healthier understanding or
the production of a hypotheses or whether it is quantitative information that analyses
current hypotheses.
1. Exploratory questionnaires:
For qualitative or data not statistically evaluated, it may be that no formal
questionnaire is required.
2. Formal standardised questionnaires:
If the aim is to investigate and quantify hypotheses and the data is to be
analysed statistically, a standardised questionnaire needs to be designed.
There are no hard and fast rules regarding how to design questionnaires, however,
there are a number of points that can be kept in mind:
1. Well-designed questionnaires should meet the research objectives
2. They should obtain the most complete and accurate information possible
3. Well-designed questionnaires should make it easy for respondents to give the
necessary information and it should be arranged so that sound analysis and
interpretation are possible
4. They should be arranged so that the respondent(s) remain interested
throughout
Following the investigative phase, two key steps remain to be concluded before the
task of designing the questionnaire may begin.
There are many steps involved in the development of a questionnaire and they
include the following:
The researcher may already have an idea about the type of information to be collected,
but additional help can be obtained from secondary data. The researcher should be
aware of what work has been done in the past, what factors have not yet been
examined, and how the present survey questionnaire can build on what has already
been discovered.
Personal interviews
Group or focus interviews
Mailed questionnaires
Telephone interviews
Each has advantages and disadvantages, with a general rule that the more sensitive
or personal the information, the more personal the form of data collection should be.
The lure to include questions without critically evaluating their impact on the attainment
of the research objectives is startlingly strong. No question should be included unless
the data it gives rise to is directly of use in testing one or more of the hypotheses
established during the research design. There are only two instances when apparently
"redundant" questions might be included:
Opening questions that are easy to answer and which are not perceived as
being "threatening"
"Dummy" questions can camouflage the purpose of the survey and/or the
backing of a study.
1. Closed questions
Advantages
provides the respondent with an easy method of indicating the answer, and
does not have to think about how to express the answer
Prompts the respondent so that he / she has to rely less on memory in
answering a question
Responses can be easily classified, making analysis straightforward
Permits the respondent to specify the answer categories most suitable for
their purposes
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Concise Guidance on Research methodologies for first time researchers
Disadvantages
Do not allow the respondent the chance to give a different response to those
proposed
They 'suggest' answers that respondents may not have pondered
beforehand
2. Open-ended
With open-ended questions the respondent is asked to give a reply to a question
in his/her own words, with no suggested responses. Open-ended questions have
a number of advantages when utilised in a questionnaire:
Allow the respondents to answer in their own words, with no influence by
any suggested alternatives
Often reveal the issues that are most important to the respondent, and
may reveal findings which were not originally anticipated
Respondents can 'qualify' their answers or emphasise the force of their
opinions
However, open-ended questions also have fundamental problems which means they
must be treated with considerable caution.
Respondents may find it difficult to 'articulate' their responses
Respondents may not give a full answer simply because they may forget to
mention important points.
Data collected is in the form of verbatim comments and has to be coded and
reduced to manageable categories.
Respondents will tend to answer open questions in different 'dimensions'
The one disadvantage of this form of question is that it requires the researcher to have
good prior knowledge of the subject in order to generate likely responses before
issuing the questionnaire.
There are a series of questions that should be posed as the researchers develop the
survey questions themselves:
Question flow: Questions should flow in some kind of psychological order, so that
one leads easily and naturally to the next. Questions on one subject, or one particular
aspect of a subject, should be grouped together.
Closing questions
It is natural for a respondent to become increasingly indifferent to the questionnaire as
it nears the end. Those questions that are of special importance should, if possible,
be included in the earlier part of the questionnaire. In developing the questionnaire,
the researcher should pay particular attention to the presentation and layout.
Questions should be clearly worded and response options clearly identified
Prescribed definitions and explanations should be provided
Ample writing space should be allowed to record open-ended answers
Usually a small number of respondents are chosen for the pre-test. The respondents
chosen for the pilot survey should be broadly representative of the type of respondent
to be interviewed in the main survey. If the questionnaire has been exposed to a
thorough pilot test, the final form of the questions and questionnaire will have grown
into its final form.