CHAPTER 3: METHODOLOGY

3.1 Introduction
This chapter is composed of the statistical fundamentals used to carry out the data
collection pertaining to further analysis in order to derive the final conclusion about the research
study. The research techniques, approaches, design and philosophies used in the study are also
discussed in this chapter. Moreover, the sampling method, sampling technique and sample size
are also mentioned. The data analysis technique used and investigation type used to collect
responses are also included in this chapter. In addition to the aforementioned ingredients, the
chapter concludes with the ethical consideration and research limitations encountered by the
researcher to derive conclusion, since the aim of this research study is to determine ----.
3.2 Research Philosophy
Panneerselvam, (2014), stated that Research philosophy depicts the philosophical
framework in the context of subjective reality about the topic of concern. The term research
philosophy is also known as research paradigm which constitutes different types such as
positivism, constructivism, realism, pragmatism, interpretivism, modernism, post-modernism
and many others. In this study, the aim is to ---, therefore, the researcher has adopted an
interpretivist approach which focuses more on subjectivity, stating that reality is socially
constructed. The results are obtained through generalization of the response collected from
research participants by interviewing them (Maroun, W., 2012). In order to collect more
comprehensive results, interpretivism approach is more appropriate (Thanh, and Thanh, 2015).

3.3 Research Approach

Schechter, (2010), denoted that research approach is classified as either deductive or
inductive approach. (Pickard, 2012), stated that the deductive approach is used when the research
topic is backed up by the existing theory, and then hypotheses are developed pertaining to further
analysis of the data. In this approach, the study begins with the general observations about a
certain topic, followed by working towards a specific conclusion. On the other hand, the
inductive approach begins with a specific and critical observation about a particular topic,
followed with the theory development (Bernard and Bernard, 2012).
In this study, the researcher has adopted --- approach as the aim of this study is to --.
3.4 Research Design
Research design is considered to be a critical component for the research as it determines
how the relevant data would be extracted and tailored according to the aims and objectives of the
study (Taylor, Bogdon & De Vault, 2015). Research design is further classified into two types,
such as quantitative and qualitative. Qualitative research approach is used to collect responses in
the form of opinions, preferences, desires, feelings and emotions. On the other hand,
Quantitative approach is used when the aim is to generate the results in terms of quantifiable
values (Creswell, 2013: 147). Whereas, when the results are generated on the basis of quantified
numbers and individuals subjective responses, then it is known as mixed method approach.
In terms of validity and reliability, the quantitative results are more comprehensive and
appropriate. However, certain pros and cons are always there. To address the research questions
of the present study, qualitative research approach is used.

3.5 Research strategy

Interview is used as a Research strategy used for the current research study, as the
qualitative approach is used by the researcher to collect the data from ---.
3.6 Data Collection Method
To carry out the research work, it is important for the researcher to collect the relevant
data, followed by tailoring the information according to the aim of the study which is to ----.
Maxwell, (2012, p.327), stated there are two types of data collection methods, such as primary
and secondary. When the researcher aims to gather useful insights using first hand sources, then
primary data collection method is used. The sources for primary data collection are survey
questionnaires, personal interviews, focus or group interviews etc. This method of data collection
is more appropriate as the researcher is able to collect more appropriate responses directly from
the participants (Wilcox et al, 2012, p.68). On the contrary, when the researcher conducts a
detailed review of literature in order to lay the foundation of the research topic, to refer the
previous arguments and findings of the similar researches, it is known as secondary data
collection method. The sources for secondary data collection includes academic journals,
organizational publishing or reports, statistical reports, research journals, published articles,
government reports, industry reports, government or corporate archives etc. (McMillan &
Schumacher, 2014).
In this study, the data is collected using both primary and secondary sources. Primary
method is used for the collection of qualitative data, whereas, secondary method is used for the
literature review.

3.7 Sampling Method

The sampling method refers to the process which helps the researcher in identifying and
recruiting the participants to carry out the research work. The data collected from these
respondents represents the overall target population as it is not possible for the researcher to
access a large number of potential respondents due to time and cost barrier. Hence, (Levy and
Lemeshow, 2013), stated that the larger the sample size, the accurate and reliable the results will
be. There are two wider categories of Sampling methods such as probability and non-probability
sampling.
According to Daniel, (2011), when every member of the target population gets an equal
chance to participate in the research process, it is known as probability sampling. On the other
hand, all the members of the target population are not given an equal chance to participate in the
research process. Probability sampling method is further classified into many types, such as:
Simple Random, in which all the members of the target population are given an equal
opportunity to be a part of research study. Whereas, in Random Cluster, the researcher divides
the population into groups and the whole group is then selected as a sample. Similarly, in
Systematic Random, the respondents are selected from a larger population on the basis of a
random starting point and fixed periodic interval.
On the contrary, according to Lyon, (2012), non-probability sampling can be classified as
Convenience Sampling, in which the participants are selected on the basis of convenience and
accessibility. In Consecutive Sampling, it is required from the researcher to include all the
accessible members of the target population in the study. It is considered the best of all nonprobability sampling techniques as it involves all the subjects available to the researcher

increasing the sample size and giving more reliable responses. Another type of sampling method
is Quota Sampling; the sample is identified on the basis on certain traits.
For the present study, the respondents were recruited using non-probabilistic sampling
method as the aim of the study is to ---, therefore to eliminate the time and cost barriers, this
sampling method is more appropriate for this research.
3.8 Sample Technique
The sampling technique used in this study is convenience sampling in which the
participants chosen to collect the data remain easily available and accessible to the researcher.
This technique is used to eliminate the cost and time barriers relating to the current research
study.
3.9 Sample Size
The sample size for the present study is ---, as the aim of this study is to ---, therefore the
participants are chosen using non-probabilistic convenience sampling technique.
3.10

Data Analysis Technique

The techniques for data analysis differ according to the type of research design. Content
analysis is a technique used for the qualitative researches, whereas, quantitative data is analysed
through a statistical software SPSS. As the current study has used qualitative research design,
therefore, data would be analysed using content analysis.
3.11

Ethical Considerations

It is eminent for the researchers to take ethical considerations into account during the
research process, as it helps in gaining public trust and confidence followed by the collection of
valid and reliable responses. Following ethical aspects is also important to ensure the audience
that the information collected is not fictitious or manipulated in any way, and that the findings of
the study are not influenced by the researchers opinion. For the present study, the researcher has
used both primary and secondary methods of data collection; therefore, the researcher has taken
an intensive care of following ethical standards for both the data collection methods.
For the collection of primary data, the researchers ensured to maintain the confidentiality
of the identities of the research participants. For that purpose, the researcher has designed a
consent form stating that the identities of the respondents will be kept confidential. Moreover,
these responses will not be forwarded to any third party.
For the collection of secondary data, the researcher provides the proper in-text and full
text citations so that the past researchers get the justified credits for their contributions in the
particular research domain. This also helps in avoiding plagiarism which is considered as the
unethical action in the research field.
3.12

Research Limitations

During the research process, there are certain constraints faced by the researcher which
limits the scope of the study. In this study, following limitations were encountered by the
researcher:

The major constraint faced by almost every researcher is time barrier and limited budget,
as the researcher has to meet the deadlines.

Another limitation faced by the researcher is that the study is restricted to a particular

region, due to which the generalizability of the results is limited to the region.
Since the primary data is collected from the sample size of --, more comprehensive
results would have been generated if the sample size was relatively large.

References
Bernard, H.R. and Bernard, H.R., 2012. Social research methods: Qualitative and quantitative
approaches. Sage.
Creswell, J.W., 2013. Research design: Qualitative, quantitative, and mixed methods approach.
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Daniel, J., 2011. Sampling essentials: Practical guidelines for making sampling choices. Sage.
Levy, P.S. and Lemeshow, S., 2013. A sampling of populations: methods and applications. John
Wiley & Sons.
Maroun, W., 2012. Interpretive and critical research: Methodological blasphemy!. African
Journal of Business Management, 6(1), p.1.
Maxwell, J.A., 2012. Qualitative research design: An interactive approach: An interactive
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McMillan, J.H., and Schumacher, S., 2014. Research in education: Evidence-based inquiry.
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