Cover Page
Title of the Assignment:
Comparative Methodological Critique
Name of the Student:
Michael Asela Buddhika Perera
Student Reg Number:
20047999
Lecturer Name:
Dr. Ramziya Begam
Subject
Management learning and research (MN 7183)
Institute:
ESoft Metro Campus
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Abstract
This report is targeting to analyze both qualitative and quantitative articles from the given pair six.
Paper one was researched in a qualitative method and paper two has been used in a quantitative
method. A critical analysis has been undertaken to identify the appropriateness of research design
in both papers. To identify the research design Saunders Onion model has been applied. All the
six layers of onion model of research philosophy, research approach, choice, strategy, time horizon
and data collection and analysis plan have been explained in depth in relation to both papers to
determine the aptness of adopted research design. Suitability of methodology has been critically
evaluated for both papers and finally limitation of the studies explained briefly.
Key Words: Quantitative method, Qualitative method, Research design, Saunders onion model,
Research methodology.
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Table of Content
Cover Page .................................................................................................................................................... 1
Abstract ......................................................................................................................................................... 2
Table of Content ........................................................................................................................................... 3
List of Tables ................................................................................................................................................. 4
List of Figures ................................................................................................................................................ 5
Abbreviation List ........................................................................................................................................... 6
1.
Introduction .......................................................................................................................................... 7
2.
Research Design .................................................................................................................................... 8
3.
2.1
Research Philosophy ..................................................................................................................... 9
2.2
Research Approach ..................................................................................................................... 10
2.3
Research Method ........................................................................................................................ 10
2.4
Research Strategy ....................................................................................................................... 11
2.5
Time Horizon ............................................................................................................................... 11
2.6
Data Collection and Analysis Plan ............................................................................................... 12
2.6.1
Primary Data Collection Method ........................................................................................ 12
2.6.2
Secondary Data Collection Method .................................................................................... 12
2.6.3
Target Population................................................................................................................ 13
2.6.4
Sample Selection Method and Sample Size ........................................................................ 13
2.6.5
Data Analysis Method ......................................................................................................... 14
2.7
Critical Discussion of the Suitability of Research Design ............................................................ 15
2.8
Limitations of Study .................................................................................................................... 15
Conclusion ........................................................................................................................................... 16
References .................................................................................................................................................. 17
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List of Tables
Table 1 Secondary data collection method ................................................................................................ 12
Table 2 Target Population ........................................................................................................................... 13
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List of Figures
Figure 1 Saunders Research Onion Model .................................................................................................... 8
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Abbreviation List
PPR1 – Research paper one
PPR2 – Research paper two
CAWI – Computer assisted web interview
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1. Introduction
PPR1 of pair six is examining the “causes attributed to weight gain in a perspective of female
slimmer’s”. Obesity prevalence has shown a significant increase among females in the recent past
(Sawkill, et al., 2013). Therefore, this research tries to identify the main causes for the weight gain
in a viewpoint of female slimmer’s among the members of slimming clubs across the United
Kingdom. This paper is a mono method qualitative study that has been conducted by using a semi
structured interview schedule. One of the non-probability sampling methods of purposive
sampling method was used to collect the data and 11 females have been interviewed for the study.
Moreover, the data analysis has been done thematically.
PPR2 of pair six is analyzing the “systemize information in the context of customer orientation
and the inter - dependencies that exist between innovation and consumer orientation”. Customer
orientation is considered to be an essential and integral element of a modern organization
(Widelska & Krot, 2021). Hence this research attempts to scrutinize customer decisions on making
purchases and acceptance of the firm's offer in the perspective of top-level managers from the
Podlasie Voivodeship in Poland. This paper is a mono method quantitative survey which has been
concluded by using a computed based five-point Likert scale questionnaire. One of the probability
sampling methods of stratified random sampling method has been used to collect the data and 204
top managers have taken part in the survey. Additionally, data analysis was done by statistically
using computer software.
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2. Research Design
The general strategy used to conduct research is referred to as research design. In this cretic
analysis both research papers have been assessed by using the Saunders research onion model.
Figure 1 Saunders Research Onion Model
(Source: Saunders, et al., 2016)
The research onion model was presented by Saunders, Lewis and Thornhill in their book titled
Research Methods for Business Students. The research process can be represented as an onion.
Several layers and approaches are available and must be consistently employed when conducting
research. According to the research onion, various concerns must be considered before the primary
point and core of the onion, data gathering and data analysis, is handled (Musabah, et al., 2015).
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2.1 Research Philosophy
The first and most important layer of the research onion is a research philosophy. A research
philosophy is a set of beliefs or ideas concerning the gathering, processing, and analysis of data
(Levin, 1988). PPR1 has been concluded based on a qualitative method. Hence the philosophy of
the PPR1 is interpretivism. Simultaneously PPR2 adopted the quantitative method and therefore
the philosophy of the PPR2 is positivism.
Interpretivism philosophy includes researchers in interpreting study aspects consequently, hence
interpretivism incorporates human interest into a study. As a result, interpretive scholars believe
that the only way to access reality, whether given or socially produced, is through social constructs
such as language, awareness, shared meanings, and tools (Myers, 2008).
Positivism philosophy is based on quantitative observations that result in statistical analysis. As a
philosophy, positivism is consistent with the objectivist idea that knowledge is derived from
human experience. It takes an atomistic, ontological view of the world, seeing it as a collection of
distinct, observable elements and events that interact in observable, defined, and regular methods
(Collins, 2010).
PPR1 research has been performed with a small group of 11 female volunteers to understand the
factors pertaining to weight gain. Semi-structured interview schedule has been given to
participants. However, participants were encouraged to speak freely. Additionally, Participants
were asked to read an information sheet, and give written consent. Interview data were analyzed
using inductive thematic analysis. Hence these elements are identical with interpretivism
philosophy. In comparison to above, PPR2 research has been carried out among a large group of
204 business leaders to identify the circumstances relating to customer orientation and
dependencies that exist between innovativeness and customer orientation. The researcher been
controlled the study by introducing restrictions and paths for filling in the questionnaire and
monitoring the sample structure with five-point Likert scale. Data analyses were done by Likert
scale values and utilized arithmetical test of the U Manna-Whitney model. Therefore, these
features meet with requirements of positivism philosophy.
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2.2 Research Approach
PPR1 paper follows the inductive research approach whereas PPR2 paper research approach is
deductive.
Creswell, (1998) was defined as the inductive approach begins with specific observations and
measures, and then moves to detecting themes and patterns in the data. This allows the researcher
to form an early tentative hypothesis that can be explored. The results of the exploration may later
lead to general conclusions or theories.
The deductive research approach investigates a well-known theory or experience and determines
whether it is valid in specific conditions, also it most closely resembles the logic path. Starting
with a theory, the logic leads to a new hypothesis. This theory is put to the test by having it
confronted with observations that either corroborate or refute it (Snieder & Larner, 2009).
PPR1 was conducted interviewing the small female group through a semi structured interview
approach. Also, the researcher has mentioned there is not any previous study in depth regarding
this research and therefore evidence cannot be seen supported through the literature, hence
hypothesis have not been made prior to data collection. According to the interviewed data new
themes have been created. Thus, this procedure in line with inductive approach. In contrast PPR2
has been taken consideration of many comprehensive literature reviews and previous concepts and
has been formulated study objectives before collection and analyzing the data. Additionally, there
is a testimony for descriptive statistics of variables and development of theories. Therefore, this
style accordance with deductive approach.
2.3 Research Method
PPR1 and PPR2 papers have implemented mono method qualitative and mono method quantitative
methods respectively.
A qualitative research design may use a single data collection technique, such as semi-structured
interviews, and corresponding qualitative analytical procedure is known as a mono method
qualitative method whereas a quantitative research design may use a single data collection
technique, such as a structured questionnaire, and corresponding quantitative analytical procedure
is known as a mono method quantitative study (Saunders, et al., 2016).
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PPR1 qualitative paper has collected information only by using semi structured interview.
Therefore, this method can be elaborated as a mono method qualitative. PPR2 quantitative paper
was conducted based only on a 5-point Likert scale questionnaire, hence this method can be
defined as mono method quantitative.
2.4 Research Strategy
Both the PPR1 and PPR2 papers have been followed by a research strategy as survey.
Survey method can be explained as questioning individuals on a topic or topics and then describing
their responses. In research, the survey method of primary data collecting is used to test concepts,
reflect people's attitudes, determine consumer satisfaction levels, and undertake segmentation
research, among other things. Both quantitative and qualitative research would benefit from the
survey approach (Jackson, 2011).
PPR1 research had collected data from 11 females by conducting a semi structured interview
survey by way of one-to-one meeting and telephone conversation. PPR2 has completed data
collection through a 5-point Likert scale structured questionnaire supported with a computer
assisted web interview survey among 204 top business leaders. Therefore, these both papers adopt
survey research strategy.
2.5 Time Horizon
Both these qualitative and quantitative papers are consistent with the cross-sectional time horizon.
Cross-sectional study is a research tool used to capture information based on data gathered for a
specific point in time. Respondents in this sort of research are chosen based on certain variables
of interest. The data gathered is from a pool of participants with varied characteristics and
demographics (Cherry, 2019).
In PPR1 research semi-structured interviews were carried out among 11 females between May to
June 2010. Also, a participant questioned only once, and audio was recorded. Accordingly, PPR2
research has been completed by adhering to a computer assisted web interview survey among 204
top business leaders from June to October 2018. Hence both papers are in line with the crosssectional time horizon.
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2.6 Data Collection and Analysis Plan
2.6.1
Primary Data Collection Method
Primary data collection method used by PPR1 was semi structured one to one interview, in contrast
PPR2 has used a 5-point Likert scale structured questionnaire supported by CAWI.
An interview is a research technique that comprises asking questions to engage respondents and
obtain information about a topic. Semi-structured interviews enable the researcher to obtain a sense
of flexibility to investigate the respondents while still adhering to the core interview structure
(Esterberg, 2002).
A questionnaire is a research tool that consists of a series of questions designed to collect data
from respondents. Closed question structure responses by permitting only responses that fall into
predetermined categories. Likert scale types of questions provide oriented data which involves
using a continuous rating scale to measure the strength of attitudes or emotions (McLeod, 2018).
2.6.2
Secondary Data Collection Method
Secondary data is qualitative and/or quantitative information that already persists and was acquired
for a different purpose, such as reporting or study, by another person, organization, institution, or
other entity (McCaston, 2005).
PPR1 and PPR2 secondary data collection as follows
Table 1 Secondary data collection method
Research Paper
Secondary
instrument
data
PPR1
PPR2
collection No proper secondary data Secondary
data
collected
used relevant to the subject of through the literature from the
study.
journals and previous study
results.
(Source: Author developed)
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2.6.3
Target Population
PPR1 and PPR2 target population as follows
Table 2 Target Population
Target Population
survey
of
PPR1
the Adult Female Slimmer’s
PPR2
Business Leaders (Top Managers)
 Directors
 Board Presidents
 Company Owners
 Department Heads
(Source: Author Developed)
2.6.4
Sample Selection Method and Sample Size
PPR1 was based on information from 11 female slimmer’s and the researcher has collected
samples according to their knowledge of research problems such as the habit of influencing weight
gain. Therefore, PPR1 sampling method is a non-probability and purposive sampling method.
Non-probability sampling refers to a range of sampling procedures that assist researchers in
selecting units from a population to investigate. These units compose the sample that the researcher
investigates in order to understand more about concepts like unit, sample, and population. Nonprobability sampling approaches are distinguished by the fact that samples are chosen based on
the researcher's subjective judgment rather than random selection (McCombes, 2019). Purposive
sampling is a method of non-probability which selects participants based on his or her own
judgment while keeping the study's aim in mind. It picks instances based on expert opinion or with
a specific goal in mind (Showkat & Parveen, 2017).
PPR2 has collected data from 204 top managers and the researcher has grouped the target
population into the directors, board president, company owners and department heads.
Additionally, the researcher has mentioned the survey is not representative. Hence, PPR2 sampling
method is probability and stratified random sampling method.
Probability sampling is an analytical method for selecting samples from a population by applying
random laws, in which each unit in the population has a predetermined probability of being
included in the sample (Semasinghe, 2019). Stratified random sampling is the process that divides
a population into smaller sub-groups known as strata. Strata are generated depending on members'
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demographic characteristics. Researchers can use stratified random sampling to create a sample
population that best represents the total population being researched (Hayes, 2021).
2.6.5
Data Analysis Method
PPR1 interview data were recorded exactly. Data has been analyzed using the inductive thematic
analysis. The notable aspects or trends have been recognized. Important themes, repeating phrases,
statements, and concepts have been found, organized, as well as tentatively categorized into
potential future categories. Cyclical technique was used, in which data and categories were
evaluated methodically until the most often referenced themes were discovered and a logical and
obvious framework developed.
PPR1 has used a thematic analysis procedure. Thematic analysis is a qualitative data analysis
approach that involves exploring through a data collection to locate, evaluate, and report on
repeating patterns. It is a way for summarizing facts, but it also incorporates interpretation in the
procedures of choosing codes and developing themes (Kiger & Varpio, 2020).
PPR2 17 statement of five-point Lickert scale question data has been recorded using Computerassisted web interviewing (CAWI) software. In this case, the interviewer adheres to a script
supplied on a website, and the flow of the questions follows a predetermined order. Participants
must choose their response simply by clicking. Table one of the PPR2 illustrates the descriptive
figures used in the investigation. The primary elements approach with Varimax rotation has been
used for factor analysis. Variable categorization was defined by the value of regression
coefficients. Cronbach's Alpha has been calculated for two of the independent factors. In table two
PPR2 goal comparison has been concluded by using the U Manna-Whitney test.
PPR2 has used a statistical analysis procedure. Quantitative analysis is an approach for
understanding behavior that includes mathematical and statistical framework, measurement, and
research. A specific reality is represented numerically by quantitative analysts. Quantitative
analysis is used to measure, evaluate, and value financial instruments, as well as anticipate realworld occurrences (Kenton, 2020).
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2.7 Critical Discussion of the Suitability of Research Design
PPR1 research’s primary objective is to identify the reasons for obesity and weight gain according
to the slimmer’s perspective and realize the belief about the causes and find solutions. This
research adopted a mono method qualitative approach. To realize the reasons for the weight gain,
the researcher has taken a very small sample of 11 females which is questionable. It is not possible
to understand the reason for such a broad subject and find a solution form this kind of sample
selection. My recommendation is that the researcher should collect information from many
numbers of participants to determine an accurate conclusion. Thus, a quantitative research method
with a mixed method such as survey and case study would be ideal.
PPR2 research’s main purpose is to analyze the customer orientation and dependencies that exist
between innovativeness and customer orientation. Mono method quantitative methodology has
been used to analyze customer orientation which is good. But the research is based on only survey
a done from the 204 top managers. The customers have not been taken into part of this research
and it is a major downfall of this study. According to my view the researcher cannot determine
customer orientation and innovativeness without considering customers viewpoints. Therefore, it
should be perfect if the stratified random sampling method is done by considering both managers
and customers.
2.8 Limitations of Study
According to the researcher there are some limitations to the study design in PPR1. The data
processing was not separately assessed to validate or agree on the themes. It was assumed that a
slimmer population had previously thought the reasons for weight increase which may be not
accurate. Moreover, identified themes have been reflected through the small sample which may
have to study further with large samples to determine the accuracy of the themes developed.
As per the PPR2 researcher point of view, considering only one independent variable, the
proportion of expenditure for innovation, does not reflect the complexity of the issue of
innovativeness and, at the same time, does not adequately explain the nature of the customer
connection.
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3. Conclusion
PPR1 and PPR2 from the pair six are embracing qualitative and quantitative study respectively.
PPR1 in line with interpretivism philosophy and research approach is inductive whereas PPR2
applying positivism philosophy and research approach is deductive. Both the papers have used
mono method methodological choice such as PPR1 interviews and PPR2 questionnaires. Both the
papers have implemented research strategy as survey and cross-sectional time horizon. PPR1 data
collection done through semi structured interview and non-probability purposive sampling method
has been adopted. Data analysis has been done thematically. In contrast, PPR2 data collection has
been conducted via five- point Lickert scale questionnaire and stratified random sampling has been
applied. Data analysis has been conducted statistically. Both the researchers have identified
limitations in their study and recommendations have been provided to repeat the study with
different research methodology.
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