Research Methodology Semester 6 Compiled from Introduction to Research and Research Methods By Colin Neville & various sources MODULE ONE: The Basics 1. The Basics of Research Research can be one of the most interesting features of any degree course as it offers you a measure of control and autonomy over what you learn. It allows you to confirm, clarify, pursue – or even discover – new aspects of a subject or topic you are interested in. 1.1 What is research? Research is a process of enquiry and investigation; it is systematic, methodical and ethical; research can help solve practical problems and increase knowledge. Research methodology simply refers to the practical “how” of any given piece of research. More specifically, it’s about how a researcher systematically designs a study to ensure valid and reliable results that address the research aims and objectives. For example, how did the researcher go about deciding: What data to collect (and what data to ignore) Who to collect it from (in research, this is called “sampling design”) How to collect it (this is called “data collection methods”) How to analyse it (this is called “data analysis methods”) (https://gradcoach.com/what-is-research-methodology/) Webster’s Collegiate Dictionary defines research as "studious inquiry or examination; esp: investigation or experimentation aimed at the discovery and interpretation of facts, revision of accepted theories or laws in the light of new facts, or practical application of such new or revised theories or laws". Homework: Search for and write two definitions of research methodology and make sure to include the source and date. …………………………………………………………………………………………… …………………………………………………………………………………………… …………………………………………………………………………………………… …………………………………………………………………………………………… …………………………………………………………………………………………… …………………………………………………………………………………………… …………………………………………………………………………………………… …………………………………………………………………………………………… …………………………………………………………………………………………… …………………………………………………………………………………………… …………………………………………………………………………………………… …………………………………………………………………………………………… ………………………………………………….. 1.2 What is the purpose of research? According to Collis and Hussey (2003), the purpose of research is to: 1. Review or synthesize existing knowledge 2. Investigate existing situations or problems 3. Provide solutions to problems 4. Explore and analyze more general issues 5. Construct or create new procedures or systems 6. Explain new phenomenon 7. Generate new knowledge or a combination of any of the above More specifically, there are three main purposes: 1. Exploratory: As the name suggests, researchers conduct exploratory studies to explore a group of questions. The answers and analytics may not offer a conclusion to the perceived problem. It is undertaken to handle new problem areas that haven’t been explored before. This exploratory process lays the foundation for more conclusive data collection and analysis. 2. Descriptive: It focuses on expanding knowledge on current issues through a process of data collection. Descriptive research describes the behavior of a sample population. Only one variable is required to conduct the study. The three primary purposes of descriptive studies are describing, explaining, and validating the findings. For example, a study conducted to know if top-level management leaders in the 21st century possess the moral right to receive a considerable sum of money from the company profit. 3. Explanatory: Causal or explanatory research is conducted to understand the impact of specific changes in existing standard procedures. Running experiments is the most popular form. For example, a study that is conducted to understand the effect of rebranding on customer loyalty. 4. Explanatory: Causal or explanatory research is conducted to understand the impact of specific changes in existing standard procedures. Running experiments is the most popular form. For example, a study that is conducted to understand the effect of rebranding on customer loyalty. Here is a comparative analysis of the different purposes of research: Approach used Exploratory Research Descriptive Research Explanatory Research Unstructured Structured Highly structured Asking questions By using hypotheses. Later stages of decision making Later stages of decision making Conducted through Asking questions Time Early stages of decision making 1.3 RESEARCH APPROACHES: When it comes to approaches used, research is generally classified in the following ways: A. Quantitative/Qualitative B. Applied/Basic C. Deductive/Inductive Many research projects combine several approaches, e.g. may use both quantitative and qualitative approaches A. QUANTITATIVE/QUALITATIVE RESEARCH The emphasis of Quantitative research is on collecting and analyzing numerical data; it concentrates on measuring the scale, range, frequency etc. of phenomena. This type of research, although harder to design initially, is usually highly detailed and structured and results can be easily collated and presented statistically. Qualitative research is more subjective in nature than Quantitative research and involves examining and reflecting on the less tangible aspects of a research subject, e.g. values, attitudes, perceptions. Although this type of research can be easier to start, it can be often difficult to interpret and present the findings; the findings can also be challenged more easily. B. BASIC/APPLIED RESEARCH The primary aim of Basic Research is to improve knowledge generally, without any particular applied purpose in mind at the outset. Applied Research is designed from the start to apply its findings to a particular situation. B. DEDUCTIVE/INDUCTIVE RESEARCH The main difference between inductive and deductive reasoning is that inductive reasoning aims at developing a theory while deductive reasoning aims at testing an existing theory. Inductive reasoning moves from specific observations to broad generalizations, and deductive reasoning the other way around.
