3 Methods of Research 24

UNIT 3: UNDERSTANDING RESEARCH

METHODOLOGY AND DESIGN

3.0 Intended Learning Outcomes

Upon successful completion of this module, you should be able to:
a. Evaluate the utility value and limitations of the methodologies deployed in a given
research projects;
b. Design a research project with the appropriate methodology; and
c. Acknowledge the importance of choosing appropriate research methodology and
design.

3.1 Introduction
In the previous units, you have been introduced to research and the research process
which taught you to develop a research problem. You also have been given an overview on
reviewing literature and its importance in the conduct of a research project.
In this unit, we will be discussing research methodology and design, which really is
the heart of the research proposal. We will also make sure that these concepts are clarified
as oftentimes, there is confusion in the usage of these terms. Further, we will look at the
various research methodologies and the things that should be considered in deciding the
most appropriate methodology to be employed in a research project.

3.2 Understanding Research Methodology and Design

As previously mentioned, research design and research methodology are two concepts
that need to be clarified firstly, in order to clear the confusion that is often associated with
their usage.
Research design is defined as a plan for a study, providing the overall framework for
collecting data. It as a plan for selecting subjects, research sites, and data collection procedures to
answer the research question(s). Further, the goal of a sound research design is to provide results
that are judged to be credible. (Universiteit van Pretoria)
Research methodology on the other hand is defined as a theory of how an inquiry should
proceed. It involves analysis of the assumptions, principles and procedures in a particular
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approach to inquiry. (Universiteit van Pretoria) The research methodology is what we will focus
on in this unit.

Review Questions:
Before we continue with the discussion, let’s do a little review of what we what discussed
in the previous unit. Write T if the statement is true and F if the statement is false. Write your
answer in a separate sheet of paper.
_____ 1. The scope of research method is wider than that of research methodology.
_____ 2. Research methodology basically answers why a research study has been
undertaken, how the research problem has been defined, what data have been
collected, what particular method has been adopted, why a particular technique of
analyzing data has been used, and a host of similar other questions.
_____ 3. Research methodology refers to the the actual data collection and data analysis.

3.2.1 Research Methodologies

Once you have developed your research problem, the next thing that you would think
about is how you’re going to do your research. What you need to do now is to think about
your research methodology. Your research methodology is different from your research methods –
these are the tools you use to gather data, such as questionnaires or interviews which will be
discussed in the succeeding units.
Research methodology is a collective term for the structured process of conducting
research. There are many different methodologies used in various types of research and the
term is usually considered to include research design, data gathering and data analysis.
Research methodology seeks to inform: Why a research study has been undertaken, how the
research problem has been defined, in what way and why the hypothesis has been
formulated, what data have been collected and what particular method has been adopted,
why particular technique of analysing data has been used and a host of similar other
questions are usually answered when we talk of research methodology concerning a research
problem or study.
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Research methodologies can be quantitative (for example, measuring the number of

times someone does something under certain conditions) or qualitative (for example, asking
people how they feel about a certain situation). Ideally, comprehensive research should try
to incorporate both qualitative and quantitative methodologies but this is not always
possible, usually due to time and financial constraints.
Part of the research methodology is concerned with the how the research is conducted.
This is called the study design and typically involves research conducted using
questionnaires, interviews, observation and/or experiments. The term research
methodology, which prescribes the research method to use, usually encompasses the
procedures followed to analyze and interpret the data gathered. These often use a range of
sophisticated statistical analyses of the data to identify correlations or statistical significance
in the results.

3.2.1.1 Quantitative Research Methodology

Quantitative research is a research approach aimed at testing theories, determining
facts, demonstrating relationships between variables, and predicting outcomes. Quantitative
research uses methods from the natural sciences that are designed to ensure objectivity,
generalizability and reliability.
The techniques used in quantitative research include random selection of research
participants from the study population in an unbiased manner, the standardized
questionnaire or intervention they receive, and statistical methods used to test
predetermined hypotheses regarding the relationship between specific variables. The
researcher in quantitative research, unlike in the qualitative paradigm where he/she is
regarded as a great research instrument due to his/her active participation in the research
process, is considered as being external to the actual research, and results are expected to be
replicable, no matter who conducts the research. (Universiteit van Pretoria)
An example of topics that would fall into this category would be, the prevalence of
malnutrition in the province of Samar” or “the level of awareness of SSU students on the
scholarship programs offered in the university
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3.2.1.2 Qualitative Research Methodology

Qualitative research is a research approach aimed at the development of theories and
understanding. It is a situated activity which locates the observer in the world. It involves an
interpretive, naturalistic approach to the world, i.e. qualitative researchers study phenomena in
their natural settings, attempting to make sense of, or interpreting phenomena in terms of the
meanings people bring to them. Qualitative research implies an emphasis on the qualities of
entities and on processes and meanings that are not experimentally examined or measured.
(Universiteit van Pretoria)
The purpose of qualitative research is to provide the researcher with the perspective
of target audience members through immersion in a culture or situation and direct
interaction with the people under study. This implies that in the qualitative paradigm the
researcher becomes an instrument of data collection, and results may differ greatly
depending on who conducts the research. (Universiteit van Pretoria)
The objective of qualitative research is to promote better self-understanding and
increase insight into the human condition. Unlike quantitative research which has, as its
objective, collecting facts about human behaviour that will lead to verification and extension
of theories, qualitative research emphasizes the improved understanding of human
behaviour and experience.
Qualitative methods include direct observation, document analysis and overview,
participant observation, and open-ended unstructured interviewing. These methods are
designed to help researchers to understand the meanings people assign to social phenomena
and to elucidate the mental processes underlying behaviours. It is characterized as a research
approach that is generally conducted in natural settings, utilizing the researcher as the chief
―instrument‖ in both data gathering and analysis. The benefits of qualitative inquiry are
embedded in its emphasis on thick description, i.e. obtaining real, rich, deep data which
illuminates everyday patterns of action and meaning from the perspective of those being
studied. This view emphasizes the importance of the voice of the researched and gaining
first-hand information regarding the lived experiences of the researched on a particular
subject. It tends to focus on social processes, where the established relationship between the
researcher and the respondents is valued, rather than primarily or exclusively on outcomes.
(Gourdar, 2019)
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Qualitative inquiry involves employing multiple data gathering methods, especially

participant interviews, and uses an inductive approach to data analysis, extracting its concepts
from the mass of particular detail which constitutes the data base. The strength of qualitative
approaches, according to Weinreich (2009), is that ―they generate rich, detailed data that leave the
participants‟ perspective intact and provide a context for the phenomena being studied.” A disadvantage
of data collection in the qualitative approach is that it may be labour intensive and time
consuming.
An examples of the topic that would fall into this category would be the lived-experiences
of freshmen students of SSU.

The table below summarizes the comparison between quantitative and qualitative
research.

Quantitative research Qualitative research

The aim is to classify features, count them, and The aim is a complete, detailed description
construct statistical models in an attempt to
explain what is observed

The researcher knows clearly in advance what The researcher may only know roughly in
he/she is looking for advance what he/she is looking for

Recommended during latter phases of research Recommended during earlier phases of research
projects projects

All aspects of the study are carefully designed The design emerges as the study unfolds
before data is collected

The researcher uses tools such as questionnaires The researcher is the data gathering instrument
or equipment to collect numerical data

Data are in the form of numbers and statistics Data are in the form of words, pictures or
objects
Objective – seeks precise measurement and Subjective – individuals‘ interpretation of
analysis of target concepts, e.g. uses surveys, events is important, e.g. uses participant
questionnaires etc. observation, in-depth interviews etc.

Quantitative data are more efficient, able to test Qualitative data are more rich, time consuming,
hypotheses, but may miss contextual detail and less able to be generalized

The researcher tends to remain objectively The researcher tends to become subjectively
separated from the subject matter immersed in the subject matter
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3.2.1.3 Mixed Method

Traditionally, research methodologies are broadly classified into qualitative and
quantitative thereby creating a huge divide amongst researchers, especially in social sciences.
Given the distinction between these two, purists uphold that research questions are
usually oriented towards quantitative or qualitative direction and as such these two
methodologies should not go hand-in-hand. (Gourdar, 2019)
However, pragmatic researchers debunk the dichotomy between purists’ belief of
qualitative and quantitative methodologies but rather engage in arguments that reveal
similarities between the two and promote triangulation. In this respect, mixing qualitative
with quantitative methods provides opportunity to corroborate results from diverse methods
of studying a given phenomenon in a more rigorous manner. (Gourdar, 2019)
Mixed methods design as a method that includes both qualitative and quantitative
data collection and analysis in parallel form (concurrent mixed method design in which two
types of data are collected and analyzed in sequential form). This method mixes data
(numerical and text) and alternative tools (statistics and analysis), but apply the same
method. It is a type of research in which a researcher uses the qualitative research paradigm
for one phase of a study and a quantitative research paradigm for another phase of the study.
(Universiteit van Pretoria)
Mixed methods research is a natural complement to using either of the traditional
qualitative or quantitative research methods in isolation. It is a class of research where the
researcher combines or mixes qualitative and quantitative research techniques, methods,
approaches, concepts or language in a single study. (Universiteit van Pretoria)
Creswell (2014) argue that mixed methods research is more than simply collecting
both qualitative and quantitative data; it implies that data are integrated, related, or mixed
at some stage of the research process. They further indicate that the underlying logic to
mixing is that neither qualitative nor quantitative methods are sufficient in themselves to
capture the trends and details of the situation…when used in combination, both qualitative
and quantitative data yield a more complete analysis, and they complement each other.
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Self Test: Indicate the type of research methodology described in the succeeding statements. Write
your answer on a separate sheet of paper.
1. It explores attitudes, behaviour and experiences.
2. It is based on the measurement of quantity or amount.
3. Fewer people take part in the research, but the contact with these people tends to last a lot
longer.
4. This methodology allows flexibility in all aspects of the research process.
5. It has the ability to effectively translate data into easily quantifiable charts and
graphs.

3.2.2 Deciding on the Most Appropriate Methodology

There has been widespread debate in recent years regarding the relative merits of
quantitative and qualitative strategies for research. Much of this debate has centred on the
issue of qualitative versus quantitative inquiry – which might be the best and which is more
‘scientific’. The positions taken by individual researchers vary considerably, from those who
see the two strategies as entirely separate and based on alternative views of the world, to
those who are happy to mix these strategies within their research projects. (Dawson, 2007)
Don’t fall into the trap which many beginning (and experienced) researchers do in
thinking that quantitative research is ‘better’ than qualitative research. Neither is better than
the other – they are just different and both have their strengths and weaknesses. What you
will find, however, is that your instincts probably lean you towards one rather than the other.
Listen to these instincts as you will find it more productive to conduct the type of research
with which you will feel comfortable, especially if you’re to keep your motivation levels high.
(Dawson, 2007)
So, how do you decide which is the best methodology for your research?
According to Goundar (2019) to decide on the research methodology to use, two
critical questions were required to be considered:
1. What type of data was going to be collected for the research?, and;
2. The format in which the research findings were going to be analysed and reported?
Apart from the above major two questions, there are other factors to consider when
deciding which research methodology to use. Some of them are:
• Research Questions: What exactly are you trying to find out? Focus on the `exactly'
as this can lead you either into the quantitative or qualitative direction.
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• Are we interested in making standardized and systematic comparisons or do we

really want to study this phenomenon or situation in detail?
• The Literature: How have other researchers dealt with this topic? To what extent do
you wish to align your own research with standard approaches to the topic?
• Practical Considerations: Issues of time, money, availability of samples and data,
familiarity with the subject under study, access to situations, gaining co-operation.
• Knowledge payoff: Will we learn more about this topic using quantitative or
qualitative approaches? Which approach will produce more useful knowledge? Which will
do more good?
• Style: Some people prefer one to the other. This may involve paradigm and
philosophical issues or different images about what a good piece of research looks like.

3.2.3 Assessment (Write your answers in a separate sheet of paper.)

A. Identify the research methodology that should be employed based on the following
statements. (2 points each)
1. This research aims to find out what Biringan primary school teachers think about
the educational value of ‘”Matanglawin” television programme.

2. The aim of this research is to find out how many Covid-19 positive patients used
the isolation area of Biringan City, and to ascertain whether the service is meeting
their needs.

3. This research aims to find out how many people are interested in the Balik-
Probinsya Program of the National government.

4. This study would like to determine if there is a correlation between the Covid 19-
patients’ amount of Virgin Coconut Oil intake and their chance of recovery.

5. This study explores the lived experiences of frontliners of the Covid-19 Pandemic.
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B. Create 1 research problem for each research methodology (quantitative, qualitative, and
mixed research methodology. (5 points each)

1. Quantitative
2. Qualitative
3. Mixed Method

3.3 References
1. Creswell, J. W. (2014) Research Design: Qualitative, Quantitative and Mixed Methods
Approaches 4th Ed. SAGE Publication, Inc. (Module: Chapters 1,2,3)
2. Dawson, C (2007) A Practical Guide to Research Methods: A user-friendly manuals for
mastering research techniques and projects 3rd Ed. How To Books Spring Hill
House, Spring Hill Road Begbroke, Oxford.
3. Goundar, S. (2019). Chapter 3 - Research Methodology and Research Method. Published
and available in the Research Gate at
https://www.researchgate.net/publication/333015026
4. Universiteit van Pretoria. (n.d.). Retrieved from repository.up.ac.za>handle

1.4 Acknowledgement
The images, tables, figures and information contained in this module were taken
from the references cited above.