SOCIAL SCIENCE

RESEARCH
METHODOLOGY
Introduction to research
There are many accepted definitions for the term
“research”, for example:
Research is an active, diligent and systematic process of (WHAT IS RESEARCH?)
inquiry in order to discover, interpret or revise facts, events,
behaviors, or theories, or to make practical applications with
the help of such facts, laws or theories. The term ‘research’
is also used to describe the collection of information about a
particular subject.

(Encyclopedia Wikipedia)
 WHY IS RESEARCH CONDUCTED?

• To gain a competitive advantage

• To test new products and services
• To solve a management/ organisational problem
• To provide information, which may help to avoid future business problems
• To forecast future sales
• To better understand shifts in consumer attitudes and tastes
• To enhance profitability
• To reduce operational costs
• To enable the management to prioritise strategic options for the future
 A RESEARCH PARADIGM
A RESEARCH PARADIGM IS “THE SET OF COMMON BELIEFS AND AGREEMENTS SHARED
BETWEEN SCIENTIST ABOUT HOW PROBLEMS SHOULD BE UNDERSTOOD AND ADDRESSED”
(KUHN, 1970)
Ontology Epistemology Logic Methodolo Design Methods
gy

Objectivism Positivism Deductive Survey design

all of reality is objective knowledge is real Theory to Quantitative Correlational Experiment
and objective practice design & Survey
Experimental
design
Subjectivisms Interpretivism Inductive Case study
/Constructivism Knowledge is Observations Ethnography Observatio
dependent on belief, to theory Qualitative Phenomenolo n,
Reality is perceived to value and lived gy
be subjective. Observational
interview,
experience
Action discussion
research
• Sequential Survey &
Subjective/objective exploratory
Pragmatism Deductive Mixed interview,
Knowledge is / method • Sequential discussio
obtained by doing explanatory
Inductive n,
& action • Concurrent
embedded observati
• Convergent parallel on
•Grounded Interview,
Abductive Qualitative theory ( case discussio