CHAPTER 7:

UNDERSTANDING
RESEACH METHODOLOGY
AND DESIGN
Ignacio, Camille P.
Manuba, Wilson Jr.
Medina, Joseph James S.
RESEARCH METHODOLOGY
SIGNALS TO THE READER HOW
THE RESEARCH WAS
CONDUCTED, AND WHAT
PHILOSOPHICAL ASSUMPTIONS
UNDERPIN THE RESEARCH.
THE METHODOLOGICAL PYRAMID

DATA
COLLECTION
METHODS

RESEARCH
METHODOLOGIES

FUNDAMENTAL
PHILOSOPHIES
LIST OF RESEARCH METHODOLOGIES
SURVEY LIFE HISTORY
CASE STUDY PHENOMENOLOGY
EXPERIMENTAL DESIGN NARRATIVE ANALYSIS
ETHNOGRAPHY SEMIOTICS
ACTION RESEARCH ATTITIDE RESEARCH
GROUNDED THEORY IMAGE-BASED RESEARCH
CONTENT ANALYSIS ARCHIVAL ANALYSIS
DISCOURSE ANALYSIS TEXTUAL ANALYSIS
DOCUMENTARY ANALYSIS META-ANALYSIS
HISTORICAL ANALYSIS FEMINIST RESEARCH
Survey
 Quantitative research project
 Uses questionnaires or scales
 Utilizes the internet
Case Study
A bounded quantity, in a specific place or space,
in a particular incident
 In-depth examination of the phenomenon under
investigation
 Can draw on quantitative or qualitative data or a
mixture of both
Experimental Design
 Conducting experiments
 Rarely conducted in business research or in social
science research
 Very effective in laboratories
 Ethnography
 Usedto carry out an in-depth examination of a
culture
 Theresearcher is in a position to properly and
thoroughly document that the culture and its
complexities
 The researcher must have the capacity to see the
‘strangeness’ of the culture they are attempting to
document or analyze
 Candraw on quantitative or qualitative data or a
mixture of both
Action Research (AR)
 Used to bring about change, improvement and
development in the quality of any organization and/or
in the practice or performance of any team or group or
organization
 Effective approach to problem-solving in organizations
 MIT Professor Kurt Lewin in the 1940s
 Participatory Action Research(PAR) – Paulo Freire
 Can draw on quantitative or qualitative data or a
mixture of both
Grounded Theory (GT)
 Specific focus is building theory from data
 Very short or no Literature Review
 Concluding chapter is theoretically very rich
 Dataanalysis: Open coding, Selective Coding,
Theoretical Coding
 Barney Glaser and Anselm Strauss, 1967
 Can draw on quantitative or qualitative data or a
mixture of both
Phenomenology
 Usedin social sciences to examine lived
experiences
 Oneof the most qualitative of the social science
methodologies
 Spends great deal of time developing accounts of
lived experience from the perspective of those
living the experience
 Verypowerful phenomenological accounts of
personal experience can be used to bring about
change
Narrative Research /
Narrative Analysis
 Gatheringand analysis of narratives (stories of
personal experience)
 Frequentlyused in marketing and consumer
behavior research
 Analyze textual data, in written or visual text
 Analyzestories created or developed around
product for marketing purposes
Historical Research /
Historical Analysis
 Exploring
and analyzing the history of some
phenomenon
 Recent history is as valid as ancient history
 Many possibilities for the useful application in
business research
 Can draw on quantitative or qualitative data or a
mixture of both
Life History
 Used to compile life histories of different people
or different companies
 Can draw on quantitative or qualitative data or a
mixture of both
 Oral History – vocalized account of some historical
experience given by a witness or a participant in
that experience
 Life History Interview
Content Analysis
 Used to analyze the content of any text
 Candraw on quantitative or qualitative data or a
mixture of both
Discourse Analysis
 Facilitatesthe identification of discourses in the
social world and the analysis of those discourses
 Discourses can be written texts, spoken words
and/or cultural artefacts (Fairclough, 1995)
 Public discourses can be shaped by powerful
individuals and groups (Foucault,1970 & 1972)
Documentary Analysis /
Documentary Research
 Facilitate research on documents
 Systematicanalysis of data in the form of
documents or data drawn from documents
 Written documents, books, papers, magazines,
notices, letters, records
Semiotics
 Study of signs, their form, content and expression
 Widely used in media analysis
 Usedto uncover the meaning of the image of a company, or a
brand or a product
 Data can be analyzed both quantitatively and qualitatively
Attitude Research

 Attitudes of People to anything

 Quantitative methodology
 Likert, Semantic Differential, and Social Distance
Scales
Image-Based research
 Use of images
 Visual Data- - quantitative or qualitative
 Pullman and Robson (2007)
Archival Research
 Carried out on the content of archives
 Contentanalysis, documentary analysis, and
image-based research
Textual Analysis
 The analysis of any text
Meta Analysis
 Quantitative analysis of amalgamated previously
existing research data sets
 The bringing together of quantitative data
Deciding On the Most Appropriate
Methodology for Your Own Research
 Decide as quickly as possible
 Take time to get it right
 Do not hesitate to ask guidance
 Decide and choose one methodology
 Reasoned logical decision
Create a Methodological Framework,
The Third of the Four Frameworks
 Contains all detail in relation to how the research was carried
out
 Population and Sample - the sample size and method
 Data Collection Method
- Interview Schedule
- Observation Schedule
 Validity and Reliability
 Triangulation
- Observation
- Questionnaire
 Ethics
Structure of Methodological Framework

 Introduction
 Research Methodology
 Population of the Study
 Sample and Sampling Method
 Data Collection Methods
 Issues of Validity and Reliability
 Triangulation
 Ethics
NAME AND
BRIEFLY EXPLAIN
THREE RESEARCH
METHODOLOGIES.
DIFFERENTIATE
OBSERVATION
SCHEDULE AND
INTERVIEW
SCHEDULE.