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3: RESEARCH METHODOLOGY

Research methodology chapter is one of the most important sections of a research project. This chapter informs the potential readers of a research project about different types of research methodologies that are chosen in the research by researcher in order to accomplish entire research project in effective and successful manner. The research methodology chapter is also known as RM chapter. This chapter facilitates understanding and knowledge of different types of research methodologies that are available to a researcher. In addition to this, the RM chapter facilitates knowledge about particular research methodologies chosen in the research in association with justification of chosen methodologies. Research onion framework is often used by researchers in order to analyse and select different research methodologies for the research.

3.1: Ontology

Ontology can be defined as the physiologic study of beings. It is also known as the theory of existence. It is also known as explicit specification of the conceptualization. In contrast to this, the ontology is also known as body of knowledge that indicates some domain of knowledge. In other words, it can be said that the ontology research emphasizes on study of some real facts or statements (Poli and Seibt, 2010). The ontology deals in beliefs about reality. In the outer world, reality is one. At the same time beliefs and misconceptions are many. The researcher emphasizes on determining or ascertaining that what is the reality.

3.2: Epistemology

In general, epistemology can be defined as the base of knowledge that deals in scope, validity, methods and distinction between different opinions and beliefs. There are two types of components that are studied under the epistemology under research methodology section such as research paradigm and the research approach (Pernecky, 2016). The details of these two components are as below:

Research Paradigm

Research paradigm can be defined as the set of common beliefs and knowledge. In other words, the research paradigm can also be explained as a research model that is often taken into account by the researchers for planning and conducting their research in effective and successful manner. These kinds of concepts or beliefs or research model are already verified by the research community. There are three types of research paradigm such as ontology, epistemology and methodology. Ontology stands for the different techniques of constructing the reality. This kind of research often helps in determining about what is the reality of a particular thought or belief (Smith, 2015). Epistemology emphasizes on conducting research in order to know that what is the nature of relationship existing between inquirer and inquired. At the same time, methodology helps to understand different types of research tools that are taken into account for conducting a particular research. There are also other forms of research paradigms such as positivism, constructivism, critical post-modern and pragmatism. The constructivism research paradigm is used in this research project. This paradigm is appropriate for this research, because it is suitable for conducting a qualitative research.

Research Approach

Research approach can be defined as the plan or process that is required in the step by step approach towards conducting a research. There are two types of research approach such as deductive research approach and the inductive research approach. Deductive approach is also known as top down approach of conducting a research. It is so because this approach emphasizes on conducting hypothesis testing in a research project. This research approach under positivism research philosophy (Killam, 2013). In contrast to this, the inductive research approach focusses on development of theories in order to conduct data collection and to meet the planned research objectives. The inductive research approach is suitable for interpretivism philosophy. In this research the inductive research approach is appropriate, because it supports the qualitative research and data collection methods that are planned for this research.

3.3: Research Methodology

There are different types of research methodologies that are available to a researcher in order to complete a research project in effective and successful manner. Example of these research methodologies includes grounded theory, ethnography, case study, experiment and critical theory. The discussion and analysis of these research methodologies is as below:

Grounded Theory can be defined as systematic methodology that emphasizes on conducting research in the field of social sciences. This methodology also focuses on construction of theories by conducting data collection and analysis of data on the particular topic of research. The grounded theory also comes under inductive research approach. The grounded theory is generally started with research question. At the same time, grounded theory research projects are completed by gathering qualitative data and the analysis of same. On the other hand, ethnography type of research is generally planned and conducted by social scientists or research with specialization in social sciences (Pernecky, 2016). The ethnography is also a major type of research that is planned and conducted through direct observations of the target population. Main purpose of this type of research is to conduct study or investigation over pattern that how individuals or people interact with their environment. The ethnography also comes under the qualitative research, which emphasizes on investigating and studying social interactions of the target people. There are different ways or techniques, through which the research works under ethnography can be carried out such as direct observations, artefact analysis, photography, video recording, diary studies etc.

The case study is also a type of qualitative research techniques. The case study analysis method is also mainly taken into account in the field of social sciences. The case study method focuses on selection of a real-life case study and to conduct an in-depth analysis the chosen case study. This way, the case study method is helpful to conduct research projects in some real-life context. In addition to this, the case study type of research projects is generally based on exploratory and descriptive analysis (Walliman, 2017). Experiment research can be defined as the research projects or research reports that are planned and carried out based on some scientific approach. For example, different variables are kept as constant within the experiment research in order to see results or influences over the planned variable. Experiment research is also considered as fundamental requirements of a quantitative research. Critical Theory is also a type of qualitative research methodology (Killam, 2013). This type of research is also a kind of qualitative research. But this type of research is mainly completed through qualitative data collection techniques. But in reality, the critical theory research methodology is a different kind of research methodology as compared to traditional research theory. The core focus of critical theory research projects is on conducting critical analysis of secondary information sources over the selected research topic. Main focus of critical theory is to carry out a social research in order to change the thoughts and beliefs of society (Flick, 2015).

The grounded theory methodology is most suitable for this research project. It is so because the grounded theory method is supportive for inductive research, which is planned to be used in this research project. In addition to this, the grounded theory methodology is also suitable for this research project, because it supports the qualitative research projects. At the same time, qualitative research has been planned to be carried out this research project (Novikov and Novikov, (2013).

3.4: Data Collection Methods

In general, the data collection methods can be defined as the techniques that can be taken into account for purpose of gathering data and facts about a particular research topic. There are different data collection techniques such as primary data collection methods and the primary data collection methods. Secondary data collections methods are those techniques that help to collect data that are already researched and published by other researchers. Example of different secondary data collection methods includes books, peer reviewed journal articles, scholar research papers and the authentic websites. In this research project the secondary data collection methods have been employee in order to complete the literature review section of this entire research project (Blaikie and Priest, 2017). The literature review section is developed in a research project in order to produce secondary base of knowledge on chosen research topic. This secondary knowledge is often used by the researchers in order to plan their primary research in effective manner. In addition to this, the literature review section is also helpful to the researchers for purpose of recognizing the literature gaps. Knowledge of this literature gap is often used by different researcher for planning their own research to mitigate gaps.

Primary data can be defined as the data that is primary to the researcher as well to the community of researchers. It is so because the primary data are original data and facts that are gathered by researchers through their own efforts. There are different data collection methods that are available to the researchers in order to conduct their primary research in their research project (Taylor, Bogdan, and DeVault, 2015). Example of different primary data collection methods involves survey, interview and the questionnaire. Survey can be defined as the technique, in which a researcher conducts the research over planned research topic through development of a survey questionnaire. The survey questionnaire is always designed through development of close ended questions on the planned research topic. Survey technique is considered as an appropriate by most of researchers because it is less time-consuming data collection methodology (Sreejeshet al., 2013). But there is a limitation of the survey technique that it gathers the limited opinions from research participants. For example, the survey participants have limited choice to respond to different research questions.

Interview is also an important primary data collection strategy. The interview is planned and conducted through development and use of questionnaire that is composed of open-ended questions. In this research project, the interview technique is chosen for completing this research in successful manner (Donnelly and Arora, 2015). The interview technique is helpful to conduct qualitative research and to gather the qualitative data or facts for the planned research topic.

Sampling is also an important of a research project. Sampling can be defined as the process of selection a sample representing the larger population. The sample is chosen for conducting a research, because it is not possible for a researcher to do interview of everyone in the target population. It is so because the number of individuals in target population is very large. There are different types of sampling techniques that are available for the researcher while conducting their research projects (Cottrell and McKenzie, 2010). Example of sampling techniques includes systematic sampling, simple random sampling, stratified sampling and the cluster sampling. In this research project, it is planned to use the systematic sampling technique for the selection of sample from target population for planning and conducting the interview. This technique is effective to select the research participants in an easy manner.

3.5: Data Analysis Techniques

Data analysis techniques can be defined as the techniques or methods that are taken into account in order to evaluate and interpret the findings of the primary research. There are different data analysis techniques available before the researchers such as statistical analysis, content analysis, discourse analysis and the critical discourse analysis. The statistical analysis technique is suitable for quantitative research projects (Sreejeshet al., 2013). Example of different techniques that are taken into account while conducting statistical analysis involves descriptive analysis, designing and analysis of frequency table, correlation and regression analysis and the conducting t-test, z-test or chi-square test.

In this research project, it is planned to use the content analysis or script analysis technique. The script analysis technique focuses on development of interview scripts based on the findings of interviews (Cottrell and McKenzie, 2010). After that the analysis and interpretation is carried according to findings of the research project.

3.6: Ethical Considerations

Ethics is also a major part of a research project. Ethics can be defined as the set of principles or rules that are planned and designed in order to guide researchers for conducting a research project in effective and ethical manner. It is planned to include original contents in this research and to avoid the key activities of directly copy pasting activities. It is so because these are unethical practices. Proper referencing and incitation will be carried out in the entire research project, so that credit of any context can be given to the original researchers and authors (Donnelly and Arora, 2015). In addition to this, the research project will focus on compliance with the data protection laws of nation. In this aspect, all the personal and confidential information of research participants will be kept secure from unauthorized access or third parties.