Overview of Research Methods

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Overview of Research Methods
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Research methodology/methods

• Research methodology Philosophical approaches
  to research
• Research methods - The tools and techniques used
  to undertake the research

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Research methodology

• Positivism
• Researcher is independent of what is being
  studied
• Research can only be undertaken on things that
  are observable and measurable
• The universe has some kind of order that will
  eventually be untangled through scientific
  investigation
• The goal is to generalise research findings

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Research methodology

• Relativism
• Researchers are part of the world and it is
  impossible to observe the world impartially
• Order in the world is based on human perception
  and this changes as perception changes
• Generalisation is less important as the world is
  made up of unique events

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Research

• Systematic think about what you are going to
  do, and how you are going to do it, before you
  actually undertake your research
• Sceptical challenge ideas and findings
• Ethical do not harm those who are taking part
  in your research, pass off other peoples work as
  your own, or invent data
• (Robson 2007)

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Research Methods

• Quantitative fixed designs
• Qualitative flexible designs
• Primary or secondary data
• Snapshot or longitudinal
• Mixed or hybrid approach
• Inductive from the particular to the general
• Deductive from the general to the particular

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Advantages of using secondary

• The two major advantages of using secondary data
  in market research are time and cost savings.
• The secondary research process can be completed
  rapidly generally in 2 to 3 week. Substantial
  useful secondary data can be collected in a
  matter of days by a skillful analyst.
• When secondary data is available, the researcher
  need only locate the source of the data and
  extract the required information.
• Secondary research is generally less expensive
  than primary research. The bulk of secondary
  research data gathering does not require the use
  of expensive, specialized, highly trained
  personnel.
• Secondary research expenses are incurred by the
  originator of the information.

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Disadvantages of using secondary data

• Secondary information pertinent to the research
  topic is either not available, or is only
  available in insufficient quantities.
• Some secondary data may be of questionable
  accuracy and reliability.
• Data may be in a different format or units than
  is required by the researcher.
• Much secondary data is several years old and may
  not reflect the current market conditions.
• As a general rule, a thorough research of the
  secondary data should be undertaken prior to
  conducting primary research. The secondary
  information will provide a useful background and
  will identify key questions and issues that will
  need to be addressed by the primary research.

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Surveys

• Taking a snapshot across many instances to create
  a picture of what is happening
• Sample taken of a larger population
• Questionnaires
• Interviews
• Observations
• Often produces poor response rates
• Difficult to produce an in-depth picture

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Case study

• Cases can be anything you want to focus on
• Cases studied in their context and comparison can
  be made between them
• Gives chance for in-depth study
• Can use a variety of techniques to collect data
• The timing of cases needs to fit

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Evaluation research

• Typically an evaluation of some innovation,
  service, or organisation
• Assumes that a base line as a comparison can be
  found, or created
• Difficult for novice researchers
• Ethical consideration needed if it is on people
• Requires access to possibly sensitive data

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Documentary analysis

• Reviews existing documents and records
• Assumes you can get access to the records
• Assumes the documents are accurate reflection of
  what happened

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Experiments

• Selection of a small number of variables
• Requires control over all other variables
• Hypothesis driven
• Usually requires a control group
• Ethical approval often required
• Gives clear answers to specific questions
• Statistics is often used to analyse results

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Action Research

• The researcher is involved in the situation and
  trying to resolve a problem, or implement a
  change
• More suitable to practitioners in the workplace
• Resolves practical problems
• Difficult for the novice researcher
• Needs the organisation to commit to the project

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Ethnographic research

• Seeks to understand the life and customs of
  people in a particular culture
• Involves participant observation
• Needs careful ethical consideration
• A very flexible approach is needed
• Difficult for the novice researcher

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Grounded theory approach

• Not suitable for novice researchers
• Researcher immerses themselves in area to be
  studied in order to determine the research
  questions that emerge
• Requires careful coding and analysis of
  qualitative data

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References/recommended reading

• Robson, C. 2007. How to do a research project.
  Oxford Blackwell Publishing
• Walliman, N. 2004. Your undergraduate
  dissertation. London Sage Publications