RESEARCH

METHODOLOGY
DEFINITION
• Research methodology is a structured and scientific
approach used to collect, analyze, and interpret
quantitative or qualitative data to answer research
questions or test hypotheses.
• A research methodology describes the techniques and
procedures used to identify and analyze information
regarding a specific research topic. It is a process by which
researchers design their study so that they can achieve
their objectives using the selected research instruments.
TYPES OF RESEARCH
METHODOLOGY
• Quantitative research methodology - focuses on measuring and testing
numerical data and is good for reaching a large number of people in a
short amount of time.
• Qualitative research methodology - examines the opinions, behaviors, and
experiences of people. It collects and analyzes words and textual data. This
research methodology requires fewer participants but is still more time
consuming because the time spent per participant is quite large.
• Mixed-method research methodology - allows researchers to validate
their findings, verify if the results observed using both methods are
complementary, and explain any unexpected results obtained from one
method by using the other method.
KEY COMPONENTS OF RESEARCH
METHODOLOGY
• Research design
• Sampling
• Tools
• Data collection procedures
• Data analysis methods
• Ethical considerations
QUANTITATIVE RESEARCH
METHODOLOGY
• It is the process of collecting and analyzing numerical data. The
quantitative research methodology examines relationships between
numerically measured variables with the application of statistical
techniques.
• It is used for measuring, ranking, categorizing, identifying patterns
and making generalizations.
• Quantitative data can be gathered through tests, experiments, quasi-
experiments, surveys, closed-ended questions, scales or metrics.
QUALITATIVE RESEARCH
METHODOLOGY
• Itis used for describing, interpreting, contextualizing and gaining in-
depth insights into specific concepts of the phenomena.
• It focuses on the collection of detailed primary data from relatively small
samples of subjects by asking questions and observing behaviours.
• Qualitative data can be gathered through tests, documents, audio and
video recordings, images, transcripts of face-to-face interviews or focus
group discussions, open ended questionnaires, participants observations
(e.g. empirical or field observations) and notes.
• This method aims to establish not only “what” people think but also
“how” they came to that opinion and “why” they think so.
SUBTYPES OF RESEARCH DESIGN:
EXPERIMENTAL
• It is used when the researcher wants to examine how variables interact with each
other.
• The researcher manipulates one variable (the independent variable) and observes
the effect on another variable (the dependent variable).
• Most studies using quantitative research methods are experimental in nature.
• It is used in social sciences to understand and observe human behavior. The
behavior is observed by placing humans in two groups so that researchers can
make comparisons.
• It is best for testing a cause-and-effect relationship (i.e., the effect of an
independent variable on a dependent variable).
e.g.: comparing the effects of a television commercial versus an online
advertisement conducted in a controlled environment (e.g. a lab).
SUBTYPES OF RESEARCH DESIGN:
CORRELATIONAL
• It examines the statistical relationship between two or more variables
to determine whether a relationship exists.
• It is best for understanding the extent to which two or more variables
are associated with each other in the real world.

e.g.: examining the relationship between brand loyalty and customer

satisfaction; the relationship between physical activity and mental
health
SUBTYPES OF RESEARCH DESIGN:
DISCRIPTIVE
• Refers to a systematic process of observing and describing what a subject
does without influencing them.
• This methodology focuses on answering questions relating to “what”
than the “why” of the research subject.
• The primary focus of descriptive research is to simply describe the nature
of the demographics under the study instead of focusing on the “why”.
• It is called an observational research method, as none of the variables in
the study are influenced during the research process.
e.g. a survey investigating consumer behavior toward a competitor’s
product
SUBTYPES OF RESEARCH DESIGN:
DIAGNOSTIC
• The researcher is trying to evaluate the cause of a specific problem or
phenomenon.
• This research design is used to understand more in detail the factors
that are creating problems in the company.
• It includes: surveys, interviews, case studies, and observations.
• It is best for understanding the underlying causes of a problem and
how to address it.
TYPES OF SAMPLING DESIGNS
Sampling involves:
• selecting a representative sample of the population to conduct the
study,
• making statistical inferences about them,
• estimating the characteristics of the whole population based on these
inferences
Two main types:
• probability sampling
• nonprobability sampling
PROBABILITY SAMPLING METHODS
• Simple random—every single member is chosen randomly.
• Systematic—sample members are chosen at regular intervals. It requires
selecting a starting point for the sample and sample size determination that
can be repeated at regular intervals. This type of sampling method has a
predefined range; hence, it is the least time consuming.
• Stratified—researchers divide the population into smaller groups that don’t
overlap but represent the entire population. While sampling, these groups
can be organized, and then a sample can be drawn from each group
separately.
• Cluster—the population is divided into clusters based on demographic
parameters like age, sex, location, etc.
NONPROBAILITY SAMPLING
METHODS
• Convenience—selects participants who are most easily accessible to
researchers due to geographical proximity, availability at a particular time,
etc.
• Purposive—participants are selected at the researcher’s discretion.
Researchers consider the purpose of the study and the understanding of the
target audience.
• Snowball—already selected participants use their social networks to refer the
researcher to other potential participants.
• Quota—while designing the study, the researchers decide how many people
with which characteristics to include as participants. The characteristics help
in choosing people most likely to provide insights into the subject.
DATA COLLECTION METHODS:
QUANTITATIVE RESEACH
• Sampling: The most common type is probability sampling.
• Interviews: Commonly telephonic or done in-person.
• Observations: Structured observations are most commonly used in
quantitative research. In this method, researchers make observations
about specific behaviors of individuals in a structured setting.
• Document review: Reviewing existing research or documents to
collect evidence for supporting the research.
• Surveys and questionnaires. Surveys can be administered both online
and offline depending on the requirement and sample size.
RESEARCH TOOLS
There are two key decisions to make:
1. How will you collect data?
• Qualitative vs. quantitative;
• Primary vs. secondary;
• Descriptive vs. experimental
2. How will you analyse the data?
• For quantitative data, you can use statistical analysis methods to test
relationships between variables.
• For qualitative data, you can use methods such as thematic analysis to
interpret patterns and meanings in the data.
DATA COLLECTION METHODS:
QUANTITATIVE RESEACH
• Sampling: The most common type is probability sampling.
• Interviews: Commonly telephonic or done in-person.
• Observations: Structured observations are most commonly used in
quantitative research. In this method, researchers make observations
about specific behaviors of individuals in a structured setting.
• Document review: Reviewing existing research or documents to
collect evidence for supporting the research.
• Surveys and questionnaires. Surveys can be administered both online
and offline depending on the requirement and sample size.
DATA COLLECTION METHODS:
QUALITATIVE RESEACH
• One-on-one interviews: Helps the interviewers understand a
respondent’s subjective opinion and experience pertaining to a specific
topic or event
• Document study/literature review/record keeping: Researchers’ review
of already existing written materials such as archives, annual reports,
research articles, guidelines, policy documents, etc.
• Focus groups: Constructive discussions that usually include a small
sample of about 6-10 people and a moderator, to understand the
participants’ opinion on a given topic.
• Qualitative observation: Researchers collect data using their five senses
(sight, smell, touch, taste, and hearing).
DATA ANALYSIS METHODS:
QUANTITATIVE RESEARCH
Involves a deductive method for data analysis where hypotheses are
developed at the beginning of the research and precise measurement is
required.
The methods include statistical analysis applications to analyze
numerical data and are grouped into two categories:
• descriptive -used to describe the basic features of different types of
data to present it in a way that ensures the patterns become
meaningful.
• inferential – used to make predictions about a larger population
based on the analysis of the data collected from a smaller population.
DISCRIPTIVE ANALYSIS METHODS
• Measures of frequency (count, percent, frequency)
• Measures of central tendency (mean, median, mode)
• Measures of dispersion or variation (range, variance, standard
deviation)
• Measure of position (percentile ranks, quartile ranks)
INFERENTIAL ANALYSIS METHODS
• Correlation: To understand the relationship between two or more
variables.
• Cross-tabulation: Analyze the relationship between multiple variables.
• Regression analysis: Study the impact of independent variables on the
dependent variable.
• Frequency tables: To understand the frequency of data.
• Analysis of variance: To test the degree to which two or more
variables differ in an experiment.
DATA ANALYSIS METHODS:
QUALITATIVE RESEARCH
Involves an inductive method for data analysis where hypotheses are developed after data
collection. The methods include:
• Content analysis: For analyzing documented information from text and images by
determining the presence of certain words or concepts in texts.
• Narrative analysis: For analyzing content obtained from sources such as interviews, field
observations, and surveys. The stories and opinions shared by people are used to answer
research questions.
• Discourse analysis: For analyzing interactions with people considering the social context,
that is, the lifestyle and environment, under which the interaction occurs.
• Grounded theory: Involves hypothesis creation by data collection and analysis to explain
why a phenomenon occurred.
• Thematic analysis: To identify important themes or patterns in data and use these to
address an issue.
How to choose a research
methodology?
• Research objectives, aims, and questions—these would help structure the
research design.
• Review existing literature to identify any gaps in knowledge.
• Check the statistical requirements—if data-driven or statistical results are needed
then quantitative research is the best. If the research questions can be answered
based on people’s opinions and perceptions, then qualitative research is most
suitable.
• Sample size—sample size can often determine the feasibility of a research
methodology. For a large sample, less effort- and time-intensive methods are
appropriate.
• Constraints—constraints of time, geography, and resources can help define the
appropriate methodology.
RESOURCES
Reading List:
https://www.euacademic.org/BookUpload/9.pdf
Preparation for the final test:
https://makemeanalyst.com/research-methodology/
https://
study.sagepub.com/grayresearchworld4e/student-resources/multiple-c
hoice-quiz
https://global.oup.com/uk/orc/xedition/brymansrmxe/student/toolkit/