Research Methodology

[3.3] Research Design & Research Methodology

A research methodology references the procedural rules for the evaluation of research claims and the validation of the knowledge gathered while research design functions as the research blueprint. Research methodology occupies a position of unique importance. A methodology does not simply frame a study but it identifies the research tools and strategies that will be employed and relates their use to specified research aims. Research scholars have identified three main purposes which is exploratory, descriptive, and the explanatory purpose.

Exploratory

Exploratory research unfolds through focus group interviews, structured or semi-structured interviews with expert and a search of the relevant literature. Exploratory research investigates a specified problem phenomenon for the purpose of shedding new light upon it and consequently uncovering new knowledge.

Descriptive

Descriptive research purpose the collection, organization and summarization of information about the research problem and issues identified therein. It renders complicated phenomenon and issues more understandable. The descriptive aspect of a research is simply stated the- who, what, when, where, why and how of the study.

Explanatory

Explanatory functions to highlight the complex interrelationships existent within and around a particular phenomenon and contained within the research problem. It is an explanation of the complex web of interrelated variables identified and follows directly from a clearly stated central research hypothesis and research question.

[3.4] Research Approach

The research approach is a critically important decision. The research approach does not simply inform the research design but it gives the researcher the opportunity to critically consider how each of the various approaches may contribute to or limit his study, allow him/her to satisfy the articulated objectives and design an approach which bests the research’s requirement.

The Deductive versus the Inductive Approach

Deductive approach is a testing of theories. The researcher proceeds with a set of theories and conceptual precepts in mind and formulates the study’s hypotheses on their basis. The inductive approach follows from the collected empirical data and proceeds to formulae concepts and theories in accordance with the data.

The Qualitative versus the Quantitative approach

The quantitative tools for data analysis generally borrow from the physical science in that they are structured in such a way so as to guarantee, objectivity, generalizability and reliability. 
The Qualitative methods include interviews, observations, focus groups, are designed to explicate the underlying meaning / cause behind selected phenomenon - qualitative tools analyze the reasons behind particular phenomenon.

[3.5] Research Strategy

Three research strategies or plans for responding to there research question are experimental. The survey and the case study strategies. A researcher may select one or even all three of these strategies depending on the requirement of the research and the nature of the study. The current research shall adopt the conceptual model approach and it’s particularly useful for the collection of well-defined information and its later discussion and analysis. This approach allows for the explanation of facts through theory. The nature and concerns of the current research have led to the determination of the imperatives of extensively exploiting the conceptual model approach. The research shall focus on the critique and examination of consumer marketing theory.

Qualitative Sampling

When selecting a sample for a qualitative survey, a different set of priorities must be considered. Sample size is not important rather the establishment of observable patterns. The sample should be large enough to be credible, given the purpose of evaluation, but small enough to permit adequate depth and detail for each case or unit in the sample. Qualitative samples tend to be purposive than random. Sample size need to be kept reasonably small in order to justice to the rich evidence provided by qualitative studied and to make best use of the resources available for intensive research. Sample size was primarily determined by that which was realistically available to the researcher.

Qualitative Data Collection

The researcher should first identify the type and nature of the required data and then select those collection methods which are best suited to the collection of the identified data types. In depth interviews, allow the researcher to crosscheck the survey results and to explore the social realities behind the identified trends, to gain a deeper insight into phenomenon he/she is studying, and lead to the generation of insightful stories rather than statistical information and permit a better understanding of organizational complexity. Interviews should adopt a range of different interviewing styles. Interviewer should be free to pursue such lines and as a result, not all questions in the pro-forma interview framework necessarily require being covered in all interviews.

Interview Strategy

The researcher decides that a structured approach would be too rigid and would prevent the researcher from interacting with the interviews and asking follow-up, spontaneous questions. It also prevent the interviews from spontaneously adding their own remarks and observations.

Transcribing

The interviews will be recorded following the permission of the interviewees. Interviews will be transcribed by the researcher.