CHAPTER THREE: RESEARCH METHODOLOGY

PLEASE ASSIST (Approximately 8-10 pages)

3.1 Research Approach

Quantitative and Qualitative Approaches:

Deductive research is consistent with quantitative research, as it focuses on scientific principles, an examination of relationships between variables, highly structured research, researcher independence from the topic, and a selection of samples that are sufficient in size to generalize conclusions.

Inductive research is consistent with qualitative research, as it aims to gain an understanding of events that humans attach meaning to and a close understanding of the research context, as well as is more flexible in its structure to allow for emphasis on different aspects of the research to move more away from generalization, and allows the researcher to be immersed in the research process.

NOTE:

To ensure that your Research Methodology is aligned, the components of your study must follow either the quantitative or qualitative research approach.

3.2 Research Philosophy

Research philosophy deals with the source, nature and development of knowledge. In simple terms, a research philosophy is a belief about ,how data about a phenomenon should be collected, analysed analyzed, to focus and used.

This section involves a discussion on the Research Philosophy. There are many schools of thought about science and knowledge. However, the following are commonly adopted in business research in the fields of social sciences and humanities:

• Positivism and;
• Interpretivism

You will discuss the Positivism (quantitative) OR Phenomenological (qualitative) research philosophies and you will motivate reasons for choosing a specific type.

3.3 Research Strategy

In this section, you will discuss the research strategies in-line with the chosen research philosophy.

Positivist (quantitative) Research Strategy:

• Surveys

Interpretivist (qualitative) Research Strategies:

Commonly usedLess commonly used

• Interviews
• Action research
• Focu
• Grounded theory
• Case Study
• Ethnography

3.4 Research Design

Research design is defined as a framework of methods and techniques chosen by a researcher to combine various components of research in a reasonably logical manner so that the research problem is efficiently handled. It provides insights about how to conduct research using a particular research methodology.

The research design is also the structure that holds the research together and enables the researcher to address the research aim and objectives in ways that are appropriate, efficient and effective.

Below are some of the main research designs:

• Explanatory research: the relationship between variables.
• Descriptive research: describes the profile of the phenomenon.
• Exploratory research: asks what is happening.

NOTE:

Only indicate and discuss the research design that had been chosen for this research study.

3.5 Target Population and Sampling

3.5.1 Target Population

The target population must be defined with reference (Who does the population comprise of?).

Here you will indicate the population from which the sample was extracted.

3.5.2 Kinds of Sampling

There are two broad sampling methods Probability and Non-probability

With probability sampling, the likelihood of any one member (or element) of the population being selected, is known. In non-probability sampling, the exact number of elements in the population is unknown, meaning that the likelihood of selecting any one member of the population is unknown.

Refer to the below information on the different types of sampling and the corresponding sampling techniques:

3.5.2.1 Probability Sampling

The probability sampling technique only applies to a quantitative research study.

Examples of probability sampling methods include the following:

• Simple Random Sampling: Each population element has an equal chance of being selected into the sample. Sample drawn using random number table/generator.
• Systemic Sampling: A type of probability sampling method in which sample members from a larger population are selected according to a random starting point and a fixed periodic interval (every kth element). This interval, called the sampling interval, is calculated by dividing the population size by the desired sample size.
• Stratified Sampling: Divide population into sub-populations or strata and use simple random sampling or systematic sampling on each stratum.
• Cluster Sampling: Population is divided into internally heterogeneous sub-groups and an entire cluster is then chosen to be part of the sample.

3.5.2.2 Non-probability Sampling

The non-probability sampling technique only applies to a qualitative research study.

Examples of non-probability sampling include the following:

• Haphazard / Convenience Sampling: The researcher selects a sample that is convenient or easy to access.
• Quota Sampling: A sample in a predetermined group is selected, has the same proportions of individuals as the entire population with respect to known characteristics.
• Purposive / Judgemental Sampling: Is a sampling technique in which researchers rely on their own judgment when choosing members of the population to participate in their study.
• Snowball Sampling: The researcher will select an element (participant) that is connected to another element. The first will refer the researcher to the next and so on. Hence, the reference to a snowball.
• Maximum Variation Sampling: The researcher identifies the categories of interest in relation to the research topic and then intentionally seeks out subjects or settings which represent the greatest possible range of differences in the phenomena being studied.

Remember: You are only required to discuss the kind of sampling (probability ORnon-probability) and sampling techniques associated with the methodology that had been chosen.

3.5.3 Sample Size

The sample size must be explicitly stated (ensure that you justify why the sample size was chosen).

• If you are using the quantitative research approach your sample size (number of respondents) should be a minimum of 50 (as per MANCOSAs requirements).
• If you are using the qualitative research approach your sample size should be 8 10 respondents (as per MANCOSAs requirements).

3.6 Research Instrument

The research instrument should have been developed at the research proposal phase. However, should there be any changes to the objectives and the literature review, you will need to ensure that the research instrument is adjusted accordingly.

The research instrument that was used should be indicated and described (these would generally include a survey or interview schedule). Thereafter, provide a discussion on how it was developed and its structure (number of questions, the different sections and so on).

Remember: For every research question in Chapter One there should be at least:

• 3 questions for a qualitative study excluding the demographics
• 5 questions for a quantitative study excluding the demographics

The questions you need to answer in this section are:

1. What research instrument options are there?

2. Which research instrument have you chosen and why?

3. How will your instrument answer the research questions?

4. How was the research instrument administered?

3.7 Pilot study

• Define the term pilot study and explain the benefits/importance of conducting a pilot study.
• Discuss how many participants were targeted for the pilot study.
• Please ensure that the results of the pilot are clearly documented (For example: Were there any changes made to the questionnaire/ interview schedule post the pilot study?)
• For a quantitative study, the questionnaire should have been piloted on a sample of 10 participants.
• For qualitative studies, the interview questions should have been piloted using 1-2 participants.

3.8 Validity and Reliability (Quantitative) / Trustworthiness (Qualitative) (select one in alignment with the selected research methodology)

You are required to begin this section by defining, with reference, the concept before discussing how it has been achieved in the study. This applies for both Reliability and Validity / Trustworthiness

For a quantitative study discuss the following:

Validity and Reliability

Validity and reliability deal with measurement quality.

Validity addresses the issue of whether the researcher is actually measuring what he/she has set out to measure. There are four specific criteria of validity each of which the researcher would ideally want to establish for the research instrument prior to administering it for the actual study. You will discuss how the four specific criteria for validity were considered in the questionnaire construction.

These include:

• Construct validity identifies how well the research instrument measures the components of the research that it is meant to measure.
• Content validity determines the degree to which the research instrument addresses the components of the study and the research topic.
• Criterion-related validity determines how well the questions used in the research instrument measure the outcomes of the study.
• Face validity is a simple form of validity where you apply a superficial and subjective assessment of whether or not your study or test measures what it is supposed to measure

For a qualitative study, you are required to discuss the trustworthiness of the study.

Criteria for Trustworthiness:

• Credibility addresses how reliable the information provided in the study is. This is determined by ensuring that the sources of the information provided are reliable, in terms of peer-reviewed and accredited sources.
• Transferability this determines the degree to which the results of the study can be generalized to another context or setting, when the concepts of the study are similar.
• Dependability addresses the rigour of the data and results of the study through various challenges, like changes that occur through time.
• Confirmability refers to how consistent the results of the study are with those of other reliable authors. You compare the results of the study with those of other studies to identify if the results are in-line with those of the other studies.

3.9 Data analysis

• This section must include a discussion on how data has been analysed.

For a quantitative study:

• Discuss descriptive and inferential statistics
• If you incorporated inferential statistics, the specific tests and measures that were applied to analyse the raw data must be referred to.

NOTE: Using inferential statistics is not a requirement at the Honours Level

• Specify the analysis software that was used (e.g. Statistical Package for the Social Sciences (SPSS); Microsoft Excel).
• Thereafter, provide a discussion on the selected technique.

For a qualitative study:

• Specify which data analysis technique was used, for example, thematic analysis and so on.
• Specify the analysis software that was used (e.g. NVivo)
• Qualitative data analysis requires you to capture the literal responses from participants. This can be through audio-recordings or through written responses from participants. Note that the results from participants will be quoted in the presentation of results, as the direct words used by participants will represent the results of the study.

3.10 Data Storage and protection

In this section, you need to consider:

• how data is stored;
• who will have access to the data; and
• how they will be able to access data

3.11 Limitations and Delimitations of the Study

In this section, limitations and delimitations should be addressed. Delimitations imply limitations on the research design that the student imposed deliberately. These delimitations may include a restriction on the population for which the results of the study can be generalised.

For example, your population may include only males in a certain age group.

Limitations refer to a restriction on your study which you have no control over. The implications of the identified limitations must be discussed.

For example, you may be limited to a narrow segment of the total population you wish to study or you may be limited to the research method you have selected to use.

3.12 Elimination of Bias

This section will include a discussion on how the research remained objective throughout the study.

TOPIC: Explores the relationship between customer retention strategies and customer service delivery, using a Multichoice case study as a basis.

The following areas may require explanation:

• Use of gender neutral words
• Identifying people by race or ethnic group unless it is relevant
• Avoid language that suggests evaluation or reinforces stereotypes
• Making assumptions about various age groups

3.13 Research Ethics: Key Considerations

Provide a discussion on the following ethical considerations, citing relevant sources:

• Ensuring participants have given informed consent;
• Ensuring no harm comes to participants;
• Ensuring confidentiality and anonymity; and
• Ensuring that permission is obtained.