Methodology Adopted in Conducting the Research Study - Coursework Example

Methodology Introduction In this section, we outline the methodology adopted in conducting the research study. In particular, it illustrates the sample group, sampling method, and research design. Sample Group The sample group represents a section of the entire group of items or individuals from whom the samples under consideration are supposed to come from (target population). For this research study, the target population can be taken to mean all the students of the University of Leicester. Out of this, 50 students were selected randomly to form a sample group of 50 students. Sampling Method De Marrais and Lapan (2004) describe sampling as a process of collecting several objects from a population such that the chosen group contains elements representative of the attributes found in the entire group. It also refers to the choice of elements to be studied. There are no certain rules that guide the process of acquiring an adequate sample (Nsubuga, 2000). At the onset, it is important to state that quite a number of methods are available in studying a particular research problem. Various factors, such as costs and time, play a crucial role in determining the method to be used. However, the researcher takes time to scrutinise each and every one available option ahead of deciding the method to be used. This depends upon the “appropriateness of the method chosen”. There are quite a number of sampling techniques broadly classified into two categories; probabilistic and non-probabilistic. In this research study, non-probabilistic sampling; in particular, simple random sampling is adopted given that the group was homogeneous and the researcher wished-for each one member of the target population to have an equal chance of contributing to the research study. The methods of collecting data can also broadly be classifies as either quantitative or qualitative; both of which are extensively used in management as well as business research. Quantitative research methods focus more on the measuring and analysing causal relationships between variables but not processes. Compared with quantitative data, qualitative data provides a profounder understanding than would be attained with quantitative data. It is a valuable method to access rich information and it is best to sightsee the depth and complexity of phenomenon (Silverman, 2000). Qualitative research method takes a more universal approach to the research object and studies a phenomenon in its perspective. This research study will be based on a qualitative method, in particular the use of questionnaires, which is, basically, a structured method of collecting primary data. It entails questions written on a paper then administered to respondents to provide the answers. A well-designed questionnaire can inspire the respondents to provide more precise and complete that can then give relevant and reliable data. In this research study, a questionnaire is the best suited method as it can provide information as regards people’s values and attitudes that inform their buying decisions. Therefore, semi-structured questionnaires will also be used by the researcher since the researcher finds it easy to complete and it also allows the respondents to give out their clear opinions about the research. The questions will be open and closed ended and will be hand delivered to the respondents. The questionnaires will be self-administered. This makes the exercise rather inexpensive and allows the respondent to complete the questioner at a convenient time. The researcher will administer closed ended questionnaires so also to guarantee a smooth flow of questions that can then be used to make comparisons in the course of analysing the data collected. Moreover, the use of this approach boosts the chances for the sampled respondents to react by the explanation given to the respondents, explaining to them the meaning of the questions and guaranteeing them of their confidentiality. To ensure that the questionnaires used to collect and analyse data give the same findings if the study would be repeated, expert opinions and suggestions will be initially incorporated in the questionnaires. The quantitative data will be collected by the use of qualitative questionnaires then edited and tabulated to get the relevant data for the research study. The data will be analysed using descriptive statistics and presented in various forms such as graphs and tables. The analysis adopts both qualitative and quantitative methods. A descriptive approach is able to provide a clear picture of the phenomenon under study (Neuman, 2000). The descriptive approach is also particularly appropriate because it provides an accurate and authentic description required for this research study. Research Design Bryman and Bell (2007) defines a research design as a structure or a guide for effecting the research methods. It sets apart the procedures required to rally round the information needed to structure or handle business research issues. This research study was conducted on a descriptive research design, which according to Kothari (2004) seeks to answer the 4W’s and 2H’s of Who? What? How? Which? When? And How much? As regards the research study. Besides, a descriptive research design is preferred given its specific nature. It also supports a general understanding and interpretation of the problem under study. The research design is not merely confined to the fact finding mission, but also can result in the making of pertinent principles of knowledge and solutions specific to the problem under study. The descriptive research design was meticulously aimed to guarantee a wholesome depiction of the situation and certifying minimum bias in collection of the data and trimming down the errors in analysing and interpreting the data collected. It entails collecting information by the use of a questionnaire to some of individuals. The methods involved in the analysis covers; range, correlation analysis, frequencies, percentages as well as tabulations and graphical illustrations (Kothari, 2004). The research study will also seek to ensure reliability and validity of results obtained. These are the criteria relating to the collected information and the results of the research study. Reliability of the collected information refers to the possibility to reach the same results when repeating the research study. The second criterion is of the validity the conclusions from the obtained research. Validity can be internal “concerned with the dependability of findings that stipulate casual connection” and external “the issue has a more clear application to the realm” (Bryman & Bell, 2007). In other words validity criterion relate to the contribution which can be made by that particular finding. Looking into the criteria of reliability and validity, it is imperative to consider the question whether the obtained results can be generalised and have external validity outside of the current case. Various researchers can “assert a degree of theoretic generalizability” through using the details from a single study. As such, the purpose of the research design in the current research study would not be to assert overall applicability of the current research study to other studies in totality. It is rather to cite details from the findings of the current research study which may well apply to other studies to some extent, given that there are different understanding from different people. References Armstrong G. and Kotler Philip (2004), Marketing and Introduction, 4th Edition, Mc-Graw Hill Publishers Hall, New Jersey USA Bryman A. and Bell E. (2007). Business Research Methods, 2nd Edition, Oxford University Press. De Marrais, K. and Lapan, S.D. (2004). Foundations for Research, Methods of Inquiry in Education and the Social Sciences, Mahwah, New Jersey, Lawrence Erlbaum. Associates. Murray, R. T. (2003). Blending Qualitative and Quantitative Research Methods in Theses and Dissertations, Corwin Press, Inc. Neuman W L (2000). Social research methods – Qualitative and quantitative approaches, Allyn and Bacon Pub (4th ed). Read More