METHODOLOGY

Methodology

• Is a combination of conceptual framework, technique

of data collection and method of analysis that
collectively provides the basis for the scientific study
of subjectively
Research Design
• The research design refers to the overall strategy that you choose to
integrate the different components of the study in a coherent and
logical way, thereby, ensuring you will effectively address the
research problem; it constitutes the blueprint for the collection,
measurement, and analysis of data.
• Research design is the framework of research methods and
techniques chosen by a researcher.
• The design allows researchers to hone in on research methods
Research Design
• research design is a strategy for answering your
research question using empirical data. Creating a research
design means making decisions about:
Your overall aims and approach
The type of research design you’ll use
Your sampling methods or criteria for selecting subjects
Your data collection methods
The procedures you’ll follow to collect data
Your data analysis methods
• A well-planned research design helps ensure that your
methods match your research aims and that you use the
right kind of analysis for your data.
Research Design
• The design of a research topic explains the type of research
(experimental, survey research, correlational, semi-experimental,
review) and also its sub-type (experimental design, research problem,
descriptive case-study).
• The design phase of a study determines which tools to use and how
they are used.
Categories of research
• Most research can be divided into three different categories:
1. Exploratory
2. Descriptive
3. Causal.

• Each serves a different end purpose and can only be used in certain
ways.
Exploratory research

• Exploratory research is an important part of any marketing or

business strategy.
• Its focus is on the discovery of ideas and insights as opposed to
collecting statistically accurate data.
• That is why exploratory research is best suited as the beginning of
your total research plan.
• It is most commonly used for further defining company issues, areas
for potential growth, alternative courses of action, and prioritizing
areas that require statistical research.
Exploratory research
• When it comes to online surveys, the most common example of
exploratory research takes place in the form of open-ended
questions.
• Think of the exploratory questions in your survey as expanding your
understanding of the people you are surveying.
• Text responses may not be statistically measureable, but they will give
you richer quality information that can lead to the discovery of new
initiatives or problems that should be addressed.
Descriptive Research
• Descriptive research takes up the bulk of online surveying and is
considered conclusive in nature due to its quantitative nature.
• Unlike exploratory research, descriptive research is preplanned and
structured in design so the information collected can be statistically
inferred on a population.
Descriptive Research
• The main idea behind using this type of research is to better define an
opinion, attitude, or behavior held by a group of people on a given
subject.
• Consider your everyday multiple choice question.
• Since there are predefined categories a respondent must choose from, it
is considered descriptive research.
• These questions will not give the unique insights on the issues like
exploratory research would.
• Instead, grouping the responses into predetermined choices will provide
statistically inferable data.
• This allows you to measure the significance of your results on the overall
population you are studying, as well as the changes of your respondent’s
opinions, attitudes, and behaviors over time.
Causal research

• Like descriptive research, causal research is quantitative in nature as

well as preplanned and structured in design.
• For this reason, it is also considered conclusive research.
• Causal research differs in its attempt to explain the cause and effect
relationship between variables.
• This is opposed to the observational style of descriptive research,
because it attempts to decipher whether a relationship is causal
through experimentation.
Causal research
• In the end, causal research will have two objectives:

To understand which variables are the cause and which variables
are the effect.
To determine the nature of the relationship between the causal
variables and the effect to be predicted.
Causal research
• For example, a cereal brand owner wants to learn if they will receive
more sales with their new cereal box design. Instead of conducting
descriptive research by asking people whether they would be more
likely to buy their cereal in its new box, they would set up an
experiment in two separate stores. One will sell the cereal in only its
original box and the other with the new box. Taking care to avoid any
outside sources of bias, they would then measure the difference
between sales based on the cereal packaging. Did the new packaging
have any effect on the cereal sales? What was that effect?
4 types of research design
• There are four main types of Quantitative research:
• Descriptive,
• Correlational,
• Causal-Comparative/Quasi-Experimental, and
• Experimental Research. attempts to establish cause- effect
relationships among the variables. These types of design are very
similar to true experiments, but with some key differences.
Descriptive research
• Descriptive research seeks to describe the current status of an
identified variable.
• These research projects are designed to provide systematic
information about a phenomenon.
• The researcher does not usually begin with a hypothesis, but is likely
to develop one after collecting data.
• The analysis and synthesis of the data provide the test of the
hypothesis.
• Systematic collection of information requires careful selection of the
units studied and careful measurement of each variables
Examples of Descriptive
• A description of how second-grade students spend their time during
summer vacation
• A description of the tobacco use habits of teenagers
• A description of how parents feel about the twelve month school year
• A description of the attitudes of scientists regarding global warming
• A description of how tourist evaluate the tourism services offered
• A description of the behavior of market actors on price fluctuation of
vegetables
• A description on the spending behavior of working students
Correlational research
• Correlational research attempts to determine the extent of a
relationship between two or more variables using statistical data.
• In this type of design, relationships between and among a number of
facts are sought and interpreted.
• This type of research will recognize trends and patterns in data, but it
does not go so far in its analysis to prove causes for these observed
patterns.
• Cause and effect is not the basis of this type of observational
research.
• The data, relationships, and distributions of variables are studied only.
Correlational research
• Variables are not manipulated; they are only identified and are
studied as they occur in a natural setting.
• *Sometimes correlational research is considered a type of descriptive
research, and not as its own type of research, as no variables are
manipulated in the study
Examples of Correlational Research:
• • The relationship between intelligence and self-esteem
• • The relationship between diet and anxiety
• • The relationship between savings and expenditure behavior
• • The relationship on the consumers acceptability of a product to its
selected demographic characteristics
• • The relationships between the types of activities used in math
classrooms and student achievement
• • The covariance of intensive chemical spraying on plants and health
of the farmer
Causal-comparative/quasi-experimental research
• Causal-comparative/quasi-experimental research attempts to
establish cause-effect relationships among the variables.
• These types of design are very similar to true experiments, but with
some key differences.
• An independent variable is identified but not manipulated by the
experimenter, and effects of the independent variable on the
dependent variable are measured.
• The researcher does not randomly assign groups and must use ones
that are naturally formed or pre-existing groups.
• Identified control groups exposed to the treatment variable are
studied and compared to groups who are not.
Causal-comparative/quasi-experimental research

• When analyses and conclusions are made, determining causes must

be done carefully, as other variables, both known and unknown, could
still affect the outcome.
Examples of Correlational Research:
• • The effect of preschool attendance on social maturity at the end of
the first grade
• • The effect of taking multivitamins on a students’ school absenteeism
• • The effect of gender on algebra achievement
• • The effect of part-time employment on the achievement of high
school students
• • The effect of magnet school participation on student attitude
• • The effect of pandemic on the tourism activities and tourism related
business
Experimental research
• Experimental research, often called true experimentation, uses the
scientific method to establish the cause-effect relationship among a
group of variables that make up a study.
• The true experiment is often thought of as a laboratory study, but this
is not always the case; a laboratory setting has nothing to do with it.
• A true experiment is any study where an effort is made to identify and
impose control over all other variables except one.
• An independent variable is manipulated to determine the effects on
the dependent variables.
• Subjects are randomly assigned to experimental treatments rather
than identified in naturally occurring groups
Examples of Experimental Research:
• • The effect of a Facebook marketing on the revenues of MSMEs.
• • The effect of COVID 19 pandemic on the income of small farmers.
• • The effect of teaching with a cooperative group strategy or a
traditional lecture approach on students’ achievement
• • The effect of lockdowns on the mobility of agricultural products.
• • A comparison of the effect of personalized instruction vs. online
instruction on computational skills
What is the basic methodology for a quantitative research design?
• The overall structure for a quantitative design is based in the scientific method.
• It uses deductive reasoning, where the researcher forms an hypothesis, collects data in an
investigation of the problem, and then uses the data from the investigation, after analysis is
made and conclusions are shared, to prove the hypotheses not false or false.
• The basic procedure of a quantitative design is:
1. Make your observations about something that is unknown, unexplained, or new.
Investigate current theory surrounding your problem or issue.
2. Hypothesize an explanation for those observations.
3. Make a prediction of outcomes based on your hypotheses. Formulate a plan to test your
prediction.
 4. Collect and process your data. If your prediction was correct, go to step 5. If not, the
hypothesis has been proven false. Return to step 2 to form a new hypothesis based on your
new knowledge.
 5. Verify your findings. Make your final conclusions. Present your findings in an appropriate
form for your audience
Qualitative research
• Qualitative research is a process of naturalistic inquiry that seeks an
in-depth understanding of social phenomena within their natural
setting. It focuses on the "why" rather than the "what" of social
phenomena and relies on the direct experiences of human beings as
meaning-making agents in their every day lives.
• good example of a qualitative research method would
be unstructured interviews which generate qualitative data through
the use of open questions. This allows the respondent to talk in some
depth, choosing their own words. ... Photographs, videos, sound
recordings and so on, can be considered qualitative data.
Approaches in Qualitative research
• Qualitative research is a field of inquiry that crosscuts disciplines and
subject matters.
• There are three major approaches to qualitative research:
1. ethnography (drawn from anthropology);
2. phenomenology (drawn from philosophy)
3. grounded theory (drawn from sociology).
Six common types of qualitative research
1. Phenomenological,
2. Ethnographic,
3. Grounded theory,
4. historical,
5. case study,
6. action research.
8 Types of Qualitative Research Methods

• Grounded theory. ...

• Focus groups. ...
• Qualitative data analysis. ...
• Participant observation. ...
• Interviews. ...
• Card sorting. ...
• Surveys. ...
• Diary studies
• Data from qualitative research may be grouped into four main types
based on methods for collection:
1. observational,
2. experimental,
3. simulation, and
4. derived