Research Methodology

1. INTRODUCTION – WHAT IS RESEARCH [2]

1.1. Research Methodology - logic behind research methods and

techniques
2. SCIENTIFIC/NON-SCIENTIFIC RESEARCH [3]
2.1. Sources of non-scientific research
2.1.1.Authority – check way finding s are acquired – experts?
2.1.2.Opinions of peers – non experts
2.1.3.Traditions – carried from generation to the next
2.1.4.Debating – arguing in a seemingly logical fashion – appeals
to intellectuals
2.1.5.Accidental observation - phenomenon happening but not
systematic - not investigated – we assume incorrectly and
conclude incorrectly
2.2. Scientific Research [5]
2.2.1.Systematic observation – not selective observation
2.2.2.Controlled Manner - obtain in a controlled manner
2.2.3.Replication – similar results must be obtained by other
researchers - independent of the original research but
compatible with the same theory
3. QUALITATIVE AND QUANTITATIVE RESEARCH CYCLES [6]
3.1. Objective – term implies that people other than the
researcher should agree on what is being observed
3.2. “Fly on the wall/fly in the soup” approaches
3.2.1.Quantitative - positivist approach
3.2.1.1. Observable human behaviour
3.2.1.2. Uncover general laws of relationship/causality at all
time

3.2.2.Qualitative – anti-positivist approach

3.2.2.1. The researcher constitutes the primary research
instrument – Takes over the function of the control
group to rule out counter explanations -
seasoned/mature researcher
3.2.2.2. Phenomenological approach – human experience is the
object of behavioural research
3.2.2.3. Not interested in the description of phenomenon but
with their experience of this phenomenon
3.2.2.4. Understanding human behaviour from the perspective
of the people involved
3.2.2.5. Hold natural-scientific methods as the norm in human
behavioural research
3.2.2.6. Follow this approach when collecting data
3.2.2.7. Does not imitate natural science research
3.2.2.8. Qualitative researchers must defend their conclusions
before their peers
 QUANTITATIVE QUALITATIVE
Do not involve themselves with Emphasis on process/meanings not
investigative processes rigorously examined
Emphasise the measurement and Establish socially constructed nature of
analysis of causal relationships between reality
variables
Stress the relationship between
researcher/object of study
Objective data Subjective data
Data presented in numbers Data presented in language
Use process of analysis based on Flexible and explorative methods used -
complex structured methods to enables to change the data
prove/disprove hypothesis progressively to obtain greater/deeper
understanding
Not to deal directly with everyday life –
abstraction of reality
Understand facts from an outsiders Understand from an insider’s
perspective – detached / objective view perspective - talking to people – gain
- first-hand experience to produce best
data
Keep free from bias Involved directly
Research process is stable Dynamic and changeable – organic
Particularistic - Control investigation and Holistic - collect wide array of date
structure of investigation to identify and
isolate variables
Reliability and consistent and stable Validity - more important objective –
measurement and replicability must be representative of what
researcher is investigating
Aims at larger numbers of cases and Involves smaller samples - in-depth
analysis of results based on statistical methods
significance
Control the situation using remote, Unstructured interviewing and detailed
empirical inferential methods observation processes to gain better
information
“One must guard against believing that qualitative research is easier an easier
substitute for quantitative research”
Purpose of both is to understand the subjects’ point of view