Research Methodology Essay Example
Research Methodology Essay Example

Research Methodology Essay Example

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  • Pages: 16 (4394 words)
  • Published: April 6, 2017
  • Type: Research Paper
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When conducting a research study, one seeks answers to a question within a framework of philosophies (approaches). This entails utilizing tested procedures, methods, and techniques while aiming for an impartial and objective design. The philosophies encompass different approaches.

Validity refers to the correct procedures applied to find answers to a question, and reliability pertains to the quality of a measurement procedure that provides repeatability and accuracy. Being unbiased and objective means taking each step in an unbiased manner and drawing conclusions to the best of your ability, without introducing any vested interests.

Bias can intentionally hide or highlight information. Following three criteria, the process is called 'RESEARCH'. However, different academic disciplines have varying interpretations of 'research' due to differing expectations for meeting these criteria. The difference between research and non-research lies in how we seek answers: specific requirem

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ents determine if it qualifies as research. By examining various definitions, we can identify these requirements.

The term "research" is composed of two syllables, namely "re" and "search". The prefix "re" denotes the idea of repetition or starting again. On the other hand, "search" is a verb that signifies careful examination, experimentation, or exploration. When combined, these elements form a noun that refers to a thorough and methodical investigation within a specific field of expertise. This inquiry aims to establish facts or principles through organized study. Research follows accepted scientific approaches in order to solve problems and generate universally applicable knowledge. These scientific methods encompass systematic observation, classification, and interpretation of data.

Although we engage in a process like this every day, the distinction between our casual everyday observations and the formal conclusions recognized as scientific method lies in the level of

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formality, rigor, verifiability, and general validity. Characteristics of Research: Research involves collecting, analyzing, and interpreting information to address questions. However, for a process to be considered research, it must possess specific qualities: it should be controlled, thorough, systematic, valid, verifiable, empirical, and critical. - Controlled - In real life, various factors influence outcomes.

The concept of Control in research refers to the act of minimizing the impact of other factors on the relationship between two variables. While control can be easily attained in laboratory settings for physical sciences like cookery and bakery, it becomes challenging in social sciences such as Hospitality and Tourism due to the presence of human beings within a society where external factors cannot be controlled. In these fields, researchers strive to measure the influence of external factors instead. It is essential to maintain rigor and ensure that the procedures employed to address research queries are pertinent, suitable, and supported.

The level of rigor in scientific research varies across disciplines and even within the social sciences. It is essential for investigations to adhere to systematic approaches, following a logical sequence and completing specific procedures in a particular order. The crucial factors of validity and verifiability ensure that conclusions drawn from findings are both accurate and confirmable by the researcher as well as others.

Empirical research involves deriving conclusions from evidence collected through real-life experiences or observations. Critical analysis is crucial for research investigations, guaranteeing the reliability and flawlessness of the employed procedures and methods. Moreover, the selected process and procedures must be capable of enduring rigorous scrutiny in order to establish the validity of any research.

There are three perspectives in classifying types of research: 1.

Application of research study. 2. Objectives in undertaking the research. 3.

Inquiry mode employed Application: From the point of view of application, there are two broad categories of research:

  • Pure research
  • Applied research.

Pure research: Involves the development and testing of intellectually challenging theories and hypotheses that may or may not have practical application now or in the future. The aim of pure research is to contribute to the existing body of research methods. Applied research aims to solve specific, practical questions; for policy formulation, administration, and understanding of a phenomenon. It can be exploratory, but it is generally descriptive.

Applied research is commonly conducted based on fundamental research. Academic industrial institutions can carry out applied research. Frequently, a university or similar academic institution will have a specific applied research program funded by an industrial partner interested in that program. The objectives of research can be classified as descriptive, correlational, explanatory, or exploratory.

  • Descriptive research aims to systematically describe a situation, problem, phenomenon, service, program, or provide information about the living conditions of a community or attitudes towards an issue.
  • Correlational research aims to discover or establish the existence of a relationship or interdependence between two or more aspects of a situation.
  • Explanatory research aims to clarify why and how there is a relationship between two or more aspects of a situation or phenomenon.

Exploratory Research: This type of research aims to explore areas with limited knowledge or investigate the possibilities of conducting a specific

study, such as a feasibility study or pilot study. In practice, most studies combine elements from the first three categories.

Inquiry Mode: The inquiry mode is used to find answers to research questions and can be divided into two approaches: structured approach and unstructured approach.

Structured Approach: The structured approach is mainly associated with quantitative research. It involves pre-determining all aspects of the research process, including objectives, design, sample, and the questions asked of respondents. This approach is commonly employed to measure variations in order to determine the extent of a problem, issue, or phenomenon.

The unstructured method, also known as qualitative research, can be used to determine the number of individuals with a certain problem and those with a specific mindset. This approach offers flexibility in all stages of the research process.

Both qualitative and quantitative research have their own strengths and weaknesses in investigating a problem, issue, or phenomenon. While quantifying data can be beneficial, it is important to also consider a descriptive approach. The main objective is to illustrate the diversity in a phenomenon, situation, or attitude. This can include describing an observed situation, listing past events, or presenting varied opinions on an issue. Qualitative research may also involve depicting working conditions in a particular industry.

When conducting studies, it is often necessary to combine qualitative and quantitative approaches. For example, when researching a city's available cuisine and its popularity, the qualitative aspect involves describing the culture and cuisine, while the quantitative aspect entails estimating the number of people who visit restaurants serving specific cuisines and calculating other indicators that reflect popularity.

Undertaking research is similar to embarking on a journey. This

journey involves making two important decisions: 1) determining the topics or research questions that need answers; and 2) devising a plan to obtain those answers. Throughout this research journey, practical steps must be taken in order to find the sought-after answers.

Research methodology involves selecting suitable methods, procedures, and models to answer research questions and achieve objectives. It is a crucial process that enables informed decision-making. The steps in this process include:

Formulating the research problem, conducting an extensive literature review, developing the objectives, preparing the research design (including sample design).

Steps to Follow in Conducting a Research Study:

  1. The first and most crucial step in conducting a research study is formulating the research problem. This step sets the direction for the entire research process.
  2. Collecting the data.
  3. Analyzing the data.
  4. Making generalizations and interpretations.
  5. Preparing the report or presenting results: Creating formal write-ups of the conclusions made.

The main purpose of formulating a research problem is to determine what you want to discover. It influences every subsequent step in conducting research.

The sources of research problems in social sciences can be categorized into four main elements: People, Problems, Programs, and Phenomena. In terms of people, this refers to a group of individuals. Problems involve examining the existence of certain issues or problems related to their lives and determining the attitude of a group towards an issue. Programs focus on evaluating the effectiveness of an intervention. And phenomena aim to establish the existence of regularity.

In practice, most research studies are based on a combination of at least two of these elements. Every research study consists

of two aspects: study population and subject area.

For study population, it includes individuals, organizations, groups, communities who either provide information or have information collected about them.

Regarding subject area, it encompasses different types such as problems (issues, situations, associations, needs profiles), programs (content , structure , outcomes , attributes , satisfactions , consumers , service providers), and phenomena (cause-and-effect relationships and the study of the phenomenon itself by collecting necessary information for research questions).

When identifying an interesting research topic within their chosen professional field using the four Ps framework in mind, researchers must consider manageability and motivation throughout the study process.

When choosing a research topic, it is important to consider both interest and magnitude. Interest is crucial as it ensures the necessary motivation throughout the time-consuming and challenging research endeavor. Additionally, selecting a manageable topic that fits within your available time and resources is essential.

In order to make the topic more manageable, specific, and clear, it is recommended to narrow it down. It is also important to clarify any indicators and measurement of concepts that are relevant to your study. Additionally, ensure that you have the necessary expertise to independently complete the proposed task.

In order to ensure the relevance of your study, it is crucial to contribute to the existing body of knowledge, address current gaps, and assist with policy formulation. This will help maintain interest in your study. Prior to selecting a topic, it is important to verify that data are readily available.

Examining ethical issues is crucial at the problem formulating stage as it can impact the study population and ways to overcome such problems should be thoroughly explored. The process of formulating a research

problem involves several steps, assuming a reasonable level of knowledge in the subject area. Without this knowledge, it becomes challenging to effectively analyze a subject area.

  • Step 1: Identify a broad field or subject area that interests you.
  • Step 2: Analyze the broad area by breaking it into sub areas.
  • Step 3: Choose the aspect that you find most interesting.
  • Step 4: Create research questions.
  • Step 5: Formulate objectives.
  • Step
    6: Assess your objectives.Step
    7: Double check.

Up to this point, our focus has been on the foundation of your study, which is the research problem.

However, every study in social sciences has a second component - the study population. This population is necessary to obtain the required information to find answers to your research questions. As you narrow down your research problem, you must also determine who specifically constitutes your study population. This is important in order to select the appropriate respondents. Step 2 involves reviewing the literature, which is an essential preliminary task that allows you to familiarize yourself with the existing knowledge in your area of interest. The literature review is an integral part of the entire research process and contributes valuable insights to each operational step. While reviewing the literature can be time-consuming, daunting, and frustrating, it is also rewarding. Its functions include bringing clarity and focus to your research problem.

Improve your methodology: Broaden your knowledge and contextualize your findings. By reviewing the literature, you can bring clarity and focus to your research problem.

This process helps you understand the subject area better, allowing for a clear and precise conceptualization of your research problem. Additionally, it enhances your understanding of the relationship between your research problem and the existing body of knowledge in the field. A literature review also informs you about the usage, effectiveness, and challenges faced by others who have used similar procedures and methods to those you are proposing.

Having a thorough comprehension of your research field allows you to choose a methodology that can offer accurate responses to your research inquiries. It is crucial to extensively examine the subject of your investigation as it establishes your expertise in the field and aids in understanding how your findings contribute to the existing knowledge base.

In order to contextualize your findings and compare them with others, it is important to consider the existing literature in your field of study. The procedure for reviewing the literature includes searching for existing literature, reviewing the selected literature, developing a theoretical framework, and developing a conceptual framework.

To effectively search for literature, it is crucial to have an idea of the broad subject area and problem you wish to investigate. This helps set parameters for the search. It is also important to compile a bibliography for the broad area.

In terms of sources, books are a central part of any bibliography. They have the advantage of generally being of good quality and integrating findings with other research. However, a disadvantage is that they may not be completely up-to-date due to the time lag between completion and publication.

Search for books related to your specific interest. Create a definitive list of these books and find their

location in libraries or consider borrowing them from other sources. Evaluate their content thoroughly and remove any irrelevant material from your reading list.

Journals

Journals provide the most up-to-date information, even though there is typically a delay of two to three years between the completion of a research project and its publication in a journal. To identify literature relevant to your study, it is important to create a list of journals. This can be done by:

  • Locating hard copies of journals that are appropriate for your study
  • Using the internet to browse research abstracts in the relevant field and read articles

Regardless of the method you choose, make sure to first identify the journals you want to examine in more detail for your literature review.

Choose the most recent edition and check its table of contents for any article related to your research topic. If you find a specific article that is relevant to your work, read its abstract. If you believe it will be helpful, make a photocopy or prepare a summary and keep it for future reference. Evaluate the literature you have gathered: Once you have identified useful books and articles, the next step is to critically read them and analyze the common themes and issues they address.

If you don't have a specific theoretical framework in mind, use separate sheets of paper for each article or book. Once you have a rough framework, categorize the findings from the reviewed materials into that framework, using separate sheets of paper for each theme. Continuously add new themes as you read further. When reading, critically consider if the knowledge

relevant to your theoretical framework is confirmed or not. Take note of the theories proposed, criticisms of these theories, the methodologies used, and criticisms of them. Additionally, assess the extent to which the findings can be applied to other situations and identify gaps in the existing knowledge. Set parameters by reviewing the literature and identifying main themes related to your research topic. The literature will cover various aspects that directly and indirectly relate to your research topic, so use these aspects to develop your theoretical framework.To effectively review the literature, it is necessary to develop a theoretical framework first. The literature relevant to your study can encompass universal information as well as more specific details, such as local trends or specific programs. When discussing this information, it is advised to begin with general information and gradually narrow down to the specific.

When writing the literature review, there are certain steps to follow in order to fulfill its purpose of providing theoretical background to your study. These steps include listing the main themes that have emerged while reading the literature and converting them into subheadings. These subheadings should be precise, descriptive of the theme being discussed, and presented in a logical progression.

Under each subheading, you should record the main findings related to the specific theme. Emphasize the reasons supporting or opposing an argument, if applicable, and identify any gaps or issues. To fulfill the literature review's purpose of contextualizing your study's findings, it is essential to compare your results with those of other studies in a systematic manner. Use quotes from these studies to demonstrate how your findings differ, support, or contribute to the existing knowledge.

When

writing about your findings, it is important to place them in the context of what others have discovered. This involves analyzing your data and then incorporating it into the larger body of knowledge.

The Bibliography

The Bibliography is a crucial section that provides a comprehensive and detailed account of the sources utilized during the report's preparation. It is organized alphabetically by the author's surname. 1. When citing a book, include the author's surname, name or initials, the title (which can be underlined or in italics), the edition (if applicable), the volume (if applicable), the place of publication, the publisher, and the date mentioned on the title page or copyright page. e.

g. Kothari, C. R., Step 3: The formulation of objectives: Objectives in a study are the goals that need to be achieved. They communicate to the reader what is intended to be accomplished through the study. - It is crucial to express them in a clear and precise manner.

Objectives should be listed under two headings: a) Main objectives (aims); b) Sub-objectives. The main objective is a comprehensive statement defining the focus of the study and the main associations and relationships to be explored or established. The sub-objectives consist of specific aspects of the topic to be investigated within the overall framework of the study, and should be listed numerically. It is important to word the objectives in a clear, complete, and specific manner to effectively communicate your intentions to your readers.

-The study objectives should be focused on one aspect each and use action-oriented verbs. Examples of appropriate wording for objectives include "to determine," "to find out," "to ascertain," "to measure," and "to

explore." The choice of wording for objectives will determine the type of research (descriptive, correlational, or experimental) and the appropriate research design to be utilized in order to achieve them.

g. Descriptive studies aim to describe the types of incentives provided by Hotel XYZ to employees in Mumbai. Additionally, they seek to find out the opinion of the employees about the medical facilities provided by five star hotels in Mumbai. Correlational studies, on the other hand, intend to ascertain the impact of training on employee retention.

-To compare the effectiveness of different loyalty programs on repeat clientele.

-To ascertain if an increase in working hours will increase the incidence of drug/alcohol abuse.

-To demonstrate that the provision of company accommodation to employees in Mumbai hotels will reduce staff turnover.

Characteristics Of Objectives

Clear + Complete + Specific + Identify main + Identify the variables to direction of be correlated relationship.

Descriptive Studies Correlational Studies (experimental and non-experimental) Hypothesis testing studies Identifying Variables: In a research study it is important that the concepts used should be operationalized in measurable terms so that the extent of variations in respondents’ understanding is reduced if not eliminated. Techniques about how to operationalize concepts, and knowledge about variables, play an important role in reducing this variability.

Their knowledge is crucial for refining your research problem. For instance:

  • 'Jet Airways' exemplifies outstanding cabin service.
  • The restaurant's food is superb.
  • The middle class in India is experiencing increasing prosperity.

When individuals express these sentiments or preferences, they do so based on specific criteria. Their evaluation relies on indicators that enable them to form and communicate their opinion. These judgments necessitate a solid foundation on which to assert.

The use

of a measuring mechanism is necessary and the process of measurement relies on understanding variables. A variable is defined as an image, perception, or concept that can be measured and therefore can have different values. Concepts, on the other hand, are mental images or perceptions that vary in meaning between individuals and cannot be measured. Variables, however, can be measured using crude or refined units of measurement and subjective or objective methods. Consequently, it is crucial to convert concepts into variables.

As such, it cannot be measured. e.g. e.

g.

  • Excellent - gender (male/female)
  • High achiever - age (x years y months)
  • Rich - weight ( --kg)
  • Satisfaction- height ( -- cms)
  • Domestic violence- religion (Catholic, Hindu)

-Income ( Rs ---per year) Concepts, indicators and variables:

When conducting a study, it is important to consider the operationalization of concepts, which entails determining how they will be measured. To achieve this, it is necessary to identify indicators that reflect the concept and can be converted into variables.

The selection of indicators for a concept can differ among researchers, but it is important that the chosen indicators have a logical connection to the concept. There are various types of measurement scales: Measurement is crucial in any investigation. The more precise the unit of measurement for a variable, the more confidence one can have in the results, assuming other factors are equal. S S Stevens has classified measurement scales into four categories: a. Nominal or classificatory scale b. Ordinal or ranking scale c.

The nominal scale, also known as the classificatory scale, allows for the classification of individuals, objects, or responses into subgroups based on a shared property or characteristic. It may have varying numbers of subcategories depending on the extent of variation. For instance, 'water' or 'tree' have only one subgroup, while the variable "gender" can be classified into two sub-categories: Male and Female. 'Hotels' can also be categorized into ---- sub-categories.

The order in which subgroups are listed does not matter since there is no relationship between them. The ordinal or ranking scale classifies individuals, objects, responses, or properties into subgroups based on a common characteristic and ranks them in a specific order. These subgroups are arranged either in ascending or descending order based on how much they reflect the variation in the variable. For example, 'income' can be measured quantitatively (in rupees and paise) or qualitatively using subcategories like 'above average', 'average', and

'below average'. The intervals between these subcategories are not equal because there is no specific unit of measurement.

Ordinal scales can be used to measure variables such as socioeconomic status and attitude. Interval scales, on the other hand, have the characteristics of ordinal scales but also use a unit of measurement with arbitrary starting and ending points. For example, the Celsius scale ranges from 0*C to 100*C, while the Fahrenheit scale ranges from 32*F to 212*F. Attitudinal scales can also be measured on an interval scale, with categories such as 10-20, 21-30, 31-40, and so on. Lastly, ratio scales encompass all the properties of nominal, ordinal, and interval scales while also having a fixed zero point as their starting point.

Intervals on this scale, which are always measured from a zero point, can be utilized for mathematical operations. Examples of variables measured on this scale include income, age, height, and weight. For instance, someone who is 40 years old is twice the age of someone who is 20 years old. When constructing hypotheses, researchers may lack knowledge about a phenomenon but have a hunch that serves as the basis for assumptions or guesses.

Testing your hunches involves collecting information to determine if they are correct. The verification process can result in three outcomes: your hunch being right, partially right, or wrong. Without this verification process, you cannot determine the validity of your assumption. A hypothesis is a hunch, assumption, suspicion, assertion, or idea about a phenomenon, relationship, or situation where the reality or truth is unknown. Researchers refer to these assumptions or hunches as hypotheses, which form the basis of an inquiry. In most cases, hypotheses are

based on your own or someone else's observations. While not essential for a study, hypotheses bring clarity, specificity, and focus to a research problem. It is possible to conduct a valid investigation without formal hypotheses. The functions of hypotheses include providing focus to a study, guiding the collection of relevant data, enhancing objectivity in a study, and potentially contributing to the formulation of theories.

Preparing The Research Design

Research design is the conceptual structure within which research would be conducted. The function of research design is to provide for the collection of relevant information with minimal expenditure of effort, time, and money. The preparation of research design, appropriate for a particular research problem, involves the consideration of the following:

  • Objectives of the Research Study
  • Method of Data Collection to be adopted
  • Source of Information—Sample Design
  • Tool for Data Collection
  • Data Analysis - Qualitative and Quantitative

Objectives of the Research Study: Objectives identified to answer the research questions have to be listed making sure that they are:
a) Numbered, and
b) Statement begins with an action verb.

Methods of Data Collection: There are two types of data; Primary Data - Collected for the first time. Secondary Data - those which have already been collected and analyzed by someone else.

Methods of Primary Data Collection

Observation Method: Commonly used in behavioral sciences. It is the gathering of primary data by investigator’s own direct observation of relevant people, actions and situations without asking from the respondent . e. g.

  • A hotel chain conducts undercover inspections in its coffee shop to assess cleanliness and customer service.
  • A food service operator sends researchers to competing restaurants to gather

information on menu items, prices, portion sizes, consistency, and point-of-purchase merchandising.

  • A restaurant evaluates potential new locations by studying the locations of competing restaurants, traffic patterns, and neighborhood conditions. Observations often reveal information that people are reluctant or unable to provide.
  • Observing multiple plates with uneaten portions of the same menu items indicates food dissatisfaction. Types of observation: 1.

    The text discusses different types of research techniques, which include structured and unstructured approaches, participant observation, non-participant observation, and disguised observation. However, these methods have their limitations. For example, they cannot observe feelings, beliefs, attitudes that drive purchasing decisions or infrequent behaviors. Additionally, observation can be an expensive method. Due to these limitations, researchers often combine observation with survey research to gather more comprehensive data.

    Survey Method

    The survey method is the most appropriate approach for collecting descriptive information. There are two types of surveys: structured and unstructured. In structured surveys, a formal list of questions is asked to all respondents in the same manner. In unstructured surveys, the interviewer probes respondents and guides the interview based on their answers. Survey research can be either direct or indirect.

    Direct Approach: The researcher asks direct questions.

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