NAME: AMINA YAKUBU

REG NO: 2001911044

COURSE: MASS COMMUNICATION RESEARCH

DEPT: MASS COMMUNICATION

TITLE: ASSIGNMENT

QUESTION: EXPLAIN IN DETAILS WITH EXAMPLES RESEARCH

METHODOLOGY AND IT TYPES

INTRODUCTION

Research is defined as careful consideration of study regarding a particular concern or

problem using scientific methods. According to the American sociologist Earl Robert
Babbie, “research is a systematic inquiry to describe, explain, predict, and control the
observed phenomenon. It involves inductive and deductive methods.”

Inductive research methods analyze an observed event, while deductive methods verify
the observed event. Inductive approaches are associated with qualitative research, and
deductive methods are more commonly associated with quantitative analysis.

Research is conducted with a purpose to:

 Identify potential and new customers

 Understand existing customers
 Set pragmatic goals
 Develop productive market strategies
 Address business challenges
 Put together a business expansion plan
 Identify new business opportunities

DEFINITION

In Research, the world’s’ signifies frequency and intensity, while the ‘search’ syllable is
synonymous with discovery. This way, ‘research’ means – the repetitive and in-depth
findings of the objects. In other words, searching for the core of the items, making
some conclusions, discovering new theories, and clarifying those contributions fall under
the process of “research”.

Research methodology is the techniques or the specific procedure which helps the
students to identify, choose, process, and analyze information about a subject is called
Research Methodology.

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It allows the readers to evaluate the validity and reliability of the study in the research
paper. In simple words, it describes what you did and what made you reach this
obtained result.It is practical to know ‘how’ the given Research or any specific piece of
Research was done. How a researcher designs a comprehensive study to get a reliable
outcome which justifies the objectives of the course can be figured out by research
methodology.

For instance: Research Methodology allows us to know:

 How did the Researcher reach to decide: What data should be collected or what
data should be avoided. 
 How to collect it: The data collection methods of the Research.
 How to analyze it: The data analysis methods of the Research.

In any formal research or a piece of Research (dissertation, thesis, academic journal, or

article), there will be a research methodology section that describes what, by whom,
how to collect, and how to analyze the data are given. Specifically, in any dissertation,
the methodology chapter explains both what methodological choices were made and
why they were made.The methodology section should confirm that the selected
methods are the best methods to get reliable and valid results to justify the aims and
objectives of the Research. It is of utmost importance to choose the right way so that
the work of the Research must be accurate. 

Any research uses many different types of research methodologies which include a
collection of data, designing research structure, analysis of data etc. The term is used
for the structured process of conducting Research. The primary purpose of conducting
Research through research methodology is to find answers of:

 Why is Research started? 

 What are the reasons behind the formulation of the Hypothesis?
 How can research problems be known?
 What and from what sources data have been gathered? 
 What specific method will be best worked?

There are different types of Research Methodology used in conducting research.

Research methodology professors have concluded these methods, and according to
them, Qualitative research methodology and Quantitative research
methodology are two main types of research methodology. 

Qualitative Research Methodology:

The qualitative research methodology is descriptive and subjective irrespective of facts.

Observation and description are more important in this type of Methodology. The main
aim of this type of Methodology is to evaluate knowledge, attitudes, behaviours, and

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opinions of people about the Research’s topic. The method works using grounded
Research, case study, action research, disclosure analysis, ethnography, etc. The
qualitative research methodology is based on the quality of the phenomenon. 

In qualitative methods, intensity, amount or frequency of Data is immaterial. It focuses

on non-rigorous examination or measurement of data. For qualitative Research, size
doesn’t matter. It understands feelings, viewpoints, and impressions. The useful
qualitative method encompasses highly focused, flexible, and provides quick results.
However, there is a scope of misunderstanding and misuse of qualitative methods. 

Critical Characteristics of Qualitative Research:

When an event is viewed in context, it would be understood adequately. Therefore, a

qualitative researcher immerses himself in the setting.

 The contexts of inquiry are natural and not predefined.

 Qualitative Research is an interactive process in which researchers wish to have
people who can speak for themselves and give their perspective. 
 The aim of qualitative research is to understand the experience of one as nearly
as possible.

Strengths of Qualitative Research:

 Researchers closely study data which provides them insight views of the
problem, which is ignored by the researchers who focus on scientific
measurements.
 It focuses more on suggesting causes, effects, possible relationships etc.
 Irrespective of the fact that it doesn’t use statistics, it is more descriptive in
nature. It is way soulful for social analysis.

Limitations of Qualitative Research:

 Data collection, analysis of data, and interpretation of Data is a lengthy process.

 Subjects of study of Research can be affected by a researcher’s presence.
 While choosing a finding, anonymity and confidentiality of issues can create
hurdles.
 Reliability and validity of the study can be significant concerns.

Quantitative Research Methodology:

This type of research methodology tests the importance of the Hypothesis of Research.
This is a systematic research methodology and is in numbers. The quantitative research
methodology includes laboratory experiments, econometric, mathematical calculations,
surveys, simulation etc. The measurement, quantity or amount is the critical factor in
Quantitative research methodology.

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In quantitative research methodology, the analysis and measurement of data and
relationship between variables are essential. It involves number based Research which
measures attitude, behaviour, and performance in numbers. This method makes data
easier to interpret. It requires those techniques which can apply to a larger view. The
data received for the purpose to use in quantitative research methodology can
effectively convert into graphs or charts. So, there will be a difficulty for an interpreter
to influence it. In this method, the data concerned can be analyzed in numbers. The
results obtained from this research method are analyzed and interpreted easily. As the
term suggests, the quantitative way is the collection and analysis of data which can be
found in numeric form. Large-scale and representative sets of data are required for
adopting this type of Research Methodology. This method is comparatively expensive.

Critical Characteristics of Quantitative Research Methodology: 

Control, Operational Definition, Replication and Hypothesis Testing

It helps the Researcher to identify the cause of his/her observation. Experiments are
meant to get the outcome of problems. They try to find why certain things happen and
what causes that thing. Control provides unambiguous answers to the questions
mentioned above.   

Strengths of Quantitative Research Methodology:

 Quantitative methods provide precision as it uses reliable measurement.

 It controls through design and sampling of data.
 It can generate causal statements by controlled experiments.
 Quantitative methods use statistical techniques that help in sophisticated
analyses.  

Limitations of Quantitative Research Methodology:

 The human experience is absent in this Methodology, so it loses control over all
variables.
 Quantification sees no beginning in itself.  
 It does not take people’s unique ability into consideration; constructs their
meanings and applies it. 
 It creates an assumption for facts to be accurate, and it remains the same for all
people.
 Due to controlled variables, Quantitative Research produces trivial findings of
little situations.

The Researcher takes involvement in choosing the problem significant for investigation
subjectively. So, it is not objective.  

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CONCLUSION

The conclusion is intended to help the reader understand why your research should
matter to them after they have finished reading the paper. A conclusion is not merely a
summary of your points or a re-statement of your research problem but a synthesis of
key points. For most essays, one well-developed paragraph is sufficient for a
conclusion, although in some cases, a two-or-three paragraph conclusion may be
required.

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REFERENCE

Alvarez, E., & Tippins, S. (2019). Socialization agents that Puerto Rican college students use to
make financial decisions. Journal of Social Change, 11(1), 75–85.
https://doi.org/10.5590/JOSC.2019.11.1.07

Laplante, J. P., & Nolin, C. (2014). Consultas and socially responsible investing in Guatemala: A
case study examining Maya perspectives on the Indigenous right to free, prior, and
informed consent. Society & Natural Resources, 27, 231–248.
https://doi.org/10.1080/08941920.2013.861554

Use the DOI number for the source whenever one is available. DOI stands for "digital object
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Jerrentrup, A., Mueller, T., Glowalla, U., Herder, M., Henrichs, N., Neubauer, A., & Schaefer, J.
R. (2018). Teaching medicine with the help of “Dr. House.” PLoS ONE, 13(3), Article
e0193972. https://doi.org/10.1371/journal.pone.0193972

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