How To Write The Methodology Chapter
The what, why & how explained simply (with examples).
By: Jenna Crossley (PhD). Reviewed By: Dr. Eunice Rautenbach | September 2021
So, you’ve pinned down your research topic and undertaken a review of the literature – now it’s time to write up the methodology section of your dissertation, thesis or research paper. But what exactly is the methodology chapter all about – and how do you go about writing one? In this post, we’ll unpack the topic, step by step .
Overview: The Methodology Chapter
- The purpose and function of the methodology chapter
- The importance of the chapter/section
- How to write and structure the methodology chapter
- General advice for writing a great methodology section
What (exactly) is the methodology chapter?
Your methodology chapter is where you highlight the philosophical underpinnings of your research and outline the specific research design choices you’ve made. The point of the methodology chapter is to tell the reader exactly how you designed your research and to justify your design choices .
The methodology chapter should comprehensively describe and justify all the research design choices you made. For example, the type of research you conducted (e.g. qualitative or quantitative ), how you collected your data, how you analysed your data and who or where you collected data from (sampling). We’ll explain all the key design choices later in this post .
Why is the methodology chapter important?
The methodology chapter is important for two reasons:
Firstly, it demonstrates your understanding of research design theory, which is what earns you marks. A flawed research design or methodology would mean flawed results, so this chapter is vital as it allows you to show the marker that you know what you’re doing and that your results are credible .
Secondly, the methodology chapter is what helps to make your study replicable – in other words, it allows other researchers to undertake your study using the same design, and compare their findings to yours. This is very important within academic research, as each study builds on previous studies.
The methodology chapter is also important because it allows you to identify and discuss any methodological issues or problems you encountered (i.e. limitations), and to explain how you mitigated the impacts of these. Every research project has its limitations and shortcomings , so it’s important to acknowledge these openly and highlight your study’s value despite its limitations. Again, this demonstrates your understanding of research design, which will earn you marks. We’ll discuss limitations in more detail later in this post.
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How to write up the methodology chapter
First off, it’s worth noting that the exact structure and contents of the methodology chapter will vary depending on the field of research (for example, humanities vs chemistry vs engineering) as well as the university . So, it’s always a good idea to check the guidelines provided by your institution for clarity and, if possible, review past dissertations and theses from your university. Here we’re going to discuss a generic structure for a methodology chapter typically found in the sciences, especially the social sciences (e.g. psychology).
Before you start writing, we always recommend that you draw up a rough outline , so that you have a clear direction to head in. Don’t just start writing without knowing what will go where. If you do, you’ll most likely end up with a disjointed, poorly flowing narrative . As a result, you’ll waste a lot of time rewriting in an attempt to try to stitch all the pieces together. Start with the end in mind.
Section 1 – Introduction
As with all chapters in your dissertation or thesis, the methodology chapter should have a brief introduction. In this introduction, you should remind your readers what the focus of your study is, especially the research aims . As we’ve discussed many times on this blog, your research design needs to align with your research aims, objectives and research questions , so it’s useful to frontload this to remind the reader (and yourself!) what you’re trying to achieve with your design and methodology.
In this section, you can also briefly mention how you’ll structure the chapter. This will help orient the reader and provide a bit of a roadmap so that they know what to expect.
Section 2 – The Research Design
The next section of your methodology chapter should present your research design to the reader. In this section, you need to detail and justify all the key design choices in a logical, intuitive fashion. This is the heart of your methodology chapter, so you need to get specific – don’t hold back on the details here. This is not one of those “less is more” situations.
Let’s have a look at the most common design choices you’ll need to cover.
Design Choice #1 – Research Philosophy
Research philosophy refers to the underlying beliefs (i.e. world view) regarding how data about a phenomenon should be gathered , analysed and used . Your research philosophy will serve as the core of your study and underpin all of the other research design choices, so it’s critically important that you understand which philosophy you’ll adopt and why you made that choice. If you’re not clear on this, take the time to get clarity before you make any research design choices.
While several research philosophies exist, two commonly adopted ones are positivism and interpretivism .
Positivism is commonly the underlying research philosophy in quantitative studies. It states that the researcher can observe reality objectively and that there is only one reality, which exists independent of the observer.
Contrasted with this, interpretivism , which is often the underlying research philosophy in qualitative studies, assumes that the researcher performs a role in observing the world around them and that reality is unique to each observer . In other words, reality is observed subjectively .
These are just two philosophies (there are many) , but they demonstrate significantly different approaches to research and have a significant impact on all the research design choices. Therefore, it’s vital that you clearly outline and justify your research philosophy at the beginning of your methodology chapter, as it sets the scene for everything that follows.
Design Choice #2 – Research Type
The next thing you would typically discuss in your methodology section is the research type. The starting point for this is to indicate whether the research you conducted is inductive or deductive . With inductive research, theory is generated from the ground up (i.e. from the collected data), and therefore these studies tend to be exploratory in terms of approach. Deductive research, on the other hand, starts with established theory and builds onto it with collected data, and therefore these studies tend to be confirmatory in approach.
Related to this, you’ll need to indicate whether your study adopts a qualitative, quantitative or mixed methods methodology. As we’ve mentioned, there’s a strong link between this choice and your research philosophy, so make sure that your choices are tightly aligned . Again, when you write this section up, remember to clearly justify your choices, as they form the foundation of your study.
Design Choice #3 – Research Strategy
Next, you’ll need to discuss your research strategy (i.e., your research “action plan”). This research design choice refers to how you conduct your research based on the aims of your study.
Several research strategies exist, including experiments , case studies , ethnography , grounded theory, action research , and phenomenology . Let’s look at two these, experimental and ethnographic, to see how they contrast.
Experimental research makes use of the scientific method , where one group is the control group (in which no variables are manipulated ) and another is the experimental group (in which a variable is manipulated). This type of research is undertaken under strict conditions in controlled, artificial environments – for example, within a laboratory. By having firm control over the environment, experimental research often allows the researcher to establish causation between variables. Therefore, it can be a good choice if you have research aims that involve identifying or measuring cause and effect.
Ethnographic research , on the other hand, involves observing and capturing the experiences and perceptions of participants in their natural environment (for example, at home or in the office). In other words, in an uncontrolled environment. Naturally this means that this research strategy would be far less suitable if your research aims involve identifying causation, but it would be very valuable if you’re looking to explore and examine a group culture, for example.
As you can see, the right research strategy will depend largely on your research aims and research questions – in other words, what you’re trying to figure out. Therefore, as with every other design choice, it’s essential to justify why you chose the research strategy you did.
Design Choice #4 – Time Horizon
The next thing you need to cover in your methodology chapter is the time horizon. There are two options here – cross-sectional and longitudinal . In other words, whether the data for your study were all collected at one point in time (i.e. cross-sectional) or at multiple points in time (i.e. longitudinal).
The choice you make here depends again on your research aims, objectives and research questions. If, for example, you aim to assess how a specific group of people’s perspectives regarding a topic change over time , you’d likely adopt a longitudinal time horizon.
Another important factor is simply the practical constraints – in other words, whether you have the time necessary to adopt a longitudinal approach (which could involve collecting data over multiple years). Oftentimes, the time pressures of your degree program will force your hand into adopting a cross-sectional time horizon, so keep this in mind.
Design Choice #5 – Sampling Strategy
Next, you’ll need to discuss your chosen sampling strategy . There are two main categories of sampling, probability and non-probability sampling. Probability sampling involves a random (and therefore representative) selection of participants from a population, whereas non-probability sampling entails selecting participants in a non-randomized (and therefore non-representative) manner. For example, selecting participants based on ease of access (this is called a convenience sample).
The right sampling approach depends largely on what you’re trying to achieve in your study. Specifically, whether you trying to develop findings that are generalisable to a population or not. Practicalities and resource constraints also play a large role here, as it can oftentimes be challenging to gain access to a truly random sample.
Design Choice #6 – Data Collection Method
Next up, you need to explain how exactly you’ll go about collecting the necessary data for your study. Your data collection method (or methods) will depend on the type of data that you plan to collect – in other words, qualitative or quantitative data.
Typically, quantitative research relies on surveys , data generated by lab equipment, analytics software or existing datasets. Qualitative research, on the other hand, often makes use of collection methods such as interviews , focus groups , participant observations, and ethnography.
So, as you can see, there is a tight link between this section and the design choices you outlined in earlier sections. Strong alignment between these sections is therefore very important.
Design Choice #7 – Data Analysis Methods/Techniques
The final major design choice that you need to address is that of analysis techniques . In other words, once you’ve collected your data, how will you go about analysing it. Here it’s important to be specific about your analysis methods and/or techniques – don’t leave any room for interpretation. Also, as with all choices in this chapter, you need to justify each choice you make.
What exactly you discuss here will depend largely on the type of study you’re conducting (i.e., qualitative, quantitative, or mixed methods). For qualitative studies, common analysis methods include content analysis , thematic analysis and discourse analysis . For quantitative studies, you’ll almost always make use of descriptive statistics, and in many cases, you’ll also use inferential statistical techniques (e.g. correlation and regression analysis).
In this section, it’s also important to discuss how you prepared your data for analysis, and what software you used (if any). For example, quantitative data will often require some initial preparation such as removing duplicates or incomplete responses . As always, remember to state both what you did and why you did it.
Section 3 – The Methodological Limitations
With the key research design choices outlined and justified, the next step is to discuss the limitations of your design. No research design or methodology is perfect – there will always be trade-offs between the “ideal” design and what’s practical and viable, given your constraints. Therefore, this section of your methodology chapter is where you’ll discuss the trade-offs you had to make, and why these were justified given the context.
Methodological limitations can vary greatly from study to study, ranging from common issues such as time and budget constraints to issues of sample or selection bias . For example, you may find that you didn’t manage to draw in enough respondents to achieve the desired sample size (and therefore, statistically significant results), or your sample may be skewed heavily towards a certain demographic, thereby negatively impacting representativeness .
In this section, it’s important to be critical of the shortcomings of your study. There’s no use trying to hide them (your marker will be aware of them regardless). By being critical, you’ll demonstrate to your marker that you have a strong understanding of research design, so don’t be shy here. At the same time, don’t beat your study to death . State the limitations, why these were justified, how you mitigated their impacts to the best degree possible, and how your study still provides value despite these limitations.
Section 4 – Concluding Summary
Finally, it’s time to wrap up the methodology chapter with a brief concluding summary. In this section, you’ll want to concisely summarise what you’ve presented in the chapter. Here, it can be useful to use a figure to summarise the key design decisions, especially if your university recommends using a specific model (for example, Saunders’ Research Onion ).
Importantly, this section needs to be brief – a paragraph or two maximum (it’s a summary, after all). Also, make sure that when you write up your concluding summary, you include only what you’ve already discussed in your chapter; don’t add any new information.
Wrapping up
And there you have it – the methodology chapter in a nutshell. As we’ve mentioned, the exact contents and structure of this chapter can vary between universities , so be sure to check in with your institution before you start writing. If possible, try to find dissertations or theses from former students of your specific degree program – this will give you a strong indication of the expectations and norms when it comes to the methodology chapter (and all the other chapters!).
Also, remember the golden rule of the methodology chapter – justify every choice ! Make sure that you clearly explain the “why” for every “what”, and reference credible methodology textbooks or academic sources to back up your justifications.
If you need a helping hand with your research methodology (or any other section of your dissertation or thesis), be sure to check out our private coaching service , where we hold your hand through every step of the research journey. Until next time, good luck!
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How to Write Your Dissertation Methodology
Updated September 30, 2021
Due to the complexities of the different research methods, writing your dissertation methodology can often be the most challenging and time-consuming part of your postgraduate dissertation .
This article focuses on the importance of writing a good PhD or master's dissertation methodology – and how to achieve this.
What Is a Dissertation Methodology?
A postgraduate dissertation (or thesis) is usually formed of several detailed sections, including:
Abstract – A summary of your research topic.
Introduction – Provides background information on your topic, putting it into context. You will also confirm the main focus of your study, explain why it will add value to your area of interest and specify your key objectives.
Literature Review – A critical review of literature that relates to your chosen research topic. You will also need to identify which gap in the literature your study aims to address.
Methodology – Focuses on the research methods used within your research.
Results – Used to report on your main findings and how these relate to your research question.
Conclusion – Used to confirm the answer to your main research question, reflect on the research process and offer recommendations on future research.
The dissertation methodology forms the skeleton of any research project. It provides the reader with a clear outline of the methods you decided to use when carrying out your research.
By studying your dissertation methodology, the reader will be able to assess your research in terms of its validity and reliability.
In line with the outline given above, the methodology chapter usually appears after the literature review . Your methodology should be closely linked to the research that you conducted as part of this review, as well as the questions you aim to answer through your research and analysis.
Taking the time to find out about the different types of research available to you will allow you to identify any potential drawbacks to the method you have chosen to use. You should then be able to make allowances or adjustments to address these when it comes to carrying out your research.
How to Choose Your Methodology
Choosing your methodology will largely depend on the discipline of the qualification you are studying for and the question your dissertation will seek to answer. In most cases, you will use quantitative or qualitative research methods, although some projects will benefit from using a combination of both.
Quantitative research methods are used to gather numerical information. This research method is particularly useful if you are seeking to count, categorise, measure or identify patterns in data. To collect quantitative data, you might choose to conduct experiments, tests or surveys.
Qualitative research methods are used to gather non-statistical data. Instead of using numbers to create charts or graphs, you will need to categorise the information according to identifiers. This research method is most useful if you are seeking to develop a hypothesis. To collect qualitative data, you might choose to conduct focus groups, interviews or observations.
What to Include in Your Dissertation Methodology
Below is a dissertation methodology example to show you what information to include:
You will need to reiterate your research topic or question and give an overview of how you plan to investigate this. If there were any ethical or philosophical considerations to be made, give details.
For example, you may have sought informed consent from the people taking part in interviews or surveys.
Outline of the Methods Chosen
Confirm whether you have chosen to use quantitative research, qualitative research or a combination of both.
When choosing between qualitative and quantitative research methods, you will need to carry out initial literature and textbook research to establish the standard research methods that are normally used within your chosen area of research.
If you are not sure where to start, you could visit the library at your college or university and ask one of the librarians to help you to identify the most relevant texts.
Explanation of the Methods Chosen
Explain your rationale for selecting your chosen research methods. You should also give an overview of why these were more appropriate than using another research method.
Think about where and when the research took place and who was involved. For example, this might include information on the venue used for interviews or focus groups, dates and timescales, and whether participants were part of a particular demographic group.
Here are some examples of the type of information you may wish to include:
Qualitative Research Methods
Personal observations – Where and when did you conduct the observations? Who did you observe? Were they part of a particular community or group? How long did each observation take? How did you record your findings – did you collect audio recordings, video footage or written observations?
Focus groups – Where and when did the focus group take place? Who was involved? How were they selected? How many people took part? Were the questions asked structured, unstructured or semi-structured? Remember to include a copy of the questions that were used as an appendix.
Interviews – Where and when did the interviews take place? Who took part? How did you select the participants? What type of questions did you ask? How did you record your findings? Remember to include a copy of the questions that were used as an appendix.
The researcher’s objective was to find out customer perceptions on improving the product range currently offered by Company Y. Semi-structured interviews were held with 15 returning customers from the key target demographic for Company Y (18- to 35-year-olds). For research purposes, a returning customer was defined as somebody who purchased products from Company Y at least two times per week during the past three months. The interviews were held in an office in the staff area of the retail premises. Each interview lasted approximately 25 minutes. Responses were recorded through note-taking as none of the respondents wished to give their consent to be filmed.
Quantitative Research Methods
Existing information or data – What were the sources of the material used? How did you select material? Did you only use data published within a particular time frame?
Experiments – What tools or equipment did you use? What techniques were required? Note that when conducting experiments, it is particularly important to provide enough information to allow another researcher to conduct the experiment and obtain the same results.
Surveys – Were respondents asked to answer multiple-choice questions or complete free-text fields? How many questions were used? How long were people given to answer all of the questions? What were the demographics of the participants? Remember to include a copy of the survey in the appendices.
The survey was made up of 10 multiple-choice questions and 5 questions to be rated using a 5-point Lickert scale. The objective was to have 250 customers of Company Z complete the survey at the Company Z HQ between 1st and 5th February 2019, between the hours of 12 p.m. and 5 p.m. For research purposes, a customer was defined as any person who had purchased a product from Company Z during 2018. Customers completing the survey were allowed a maximum of 10 minutes to answer all of the questions. 200 customers responded, however not all of the surveys were completed in full, so only 150 survey results were able to be used in the data analysis.
How Was the Data Analysed?
If you have chosen to use quantitative research methods, you will need to prepare the data before analysing it – for example, you will need to check for variables, missing data and outliers. If you have used computer software to aid with analysis, information on this should also be included.
For qualitative data, you will need to categorise and code the ideas and themes that are identified from the raw data. You may also need to use techniques such as narrative analysis or discourse analysis to interpret the meaning behind responses given.
What Materials and Equipment Were Used During the Research?
This could include anything from laboratory equipment used in a scientific experiment to computer software used to analyse the results.
Were There Any Hurdles or Difficulties Faced During the Research?
If so, what were they and how did you manage to overcome them? This could be anything from difficulties in finding participants, problems obtaining consent or a shortage of the required resources needed to conduct a scientific experiment.
This paragraph should be used to evaluate the research you have conducted and justify your reasons for choosing this approach.
You do not need to go into great detail, as you will present and discuss your results in-depth within your dissertation’s ‘Results’ section.
You will need to briefly explain whether your results were conclusive, whether there were any variables and whether your choice of methodology was effective in practice.
Tips for Writing Your Dissertation Methodology
The objective for the methodology is not only to describe the methods that you used for your research. You will also need to demonstrate why you chose to use them and how you applied them.
The key point is to show that your research was conducted meticulously.
Try to keep your writing style concise and clear; this will ensure that it is easy for the reader to understand and digest.
Here are five top tips to consider when writing your dissertation methodology:
1. Look at Other Methodology Sections
Ask your supervisor to provide you with a few different examples of previously written dissertations. Reading through methodologies that have been written by past students will give you a good idea of what your finished methodology section should look like.
2. Plan Your Structure
Whichever research methods you have chosen to use, your dissertation methodology should be a clearly structured, well written section that gives a strong and justified argument for your chosen research methods.
You may wish to use headings such as:
- Research methods
- Explanation of research methods chosen
- Data analysis and references
Once you have drafted an outline, ask your supervisor for advice on whether there is anything you have missed and whether your structure looks logical.
3. Consider Your Audience
When writing your methodology, have regard for the people who are likely to be reading it. For example, if you have chosen to use research methods that are commonly chosen within your area of research or discipline, there is no need to give a great deal of justification or background information.
If you decide to use a less popular approach, it is advisable to give much more detailed information on how and why you chose to use this method.
4. Remain Focused on Your Aims and Research Questions
Your dissertation methodology should give a clear indication as to why the research methods you have chosen are suitable for the aims of your research.
When writing your dissertation methodology, ensure that you link your research choices back to the overall aims and objectives of your dissertation. To help you to remain focused, it can be helpful to include a clear definition of the question you are aiming to answer at the start of your methodology section.
5. Refer to Any Obstacles or Difficulties That You Dealt With
If you faced any problems during the data collection or analysis phases, use the methodology section to talk about what you did to address these issues and minimise the impact.
Final Thoughts
Whether you are completing a PhD or master's degree, writing your thesis or dissertation methodology is often considered to be the most difficult and time-consuming part of completing your major research project.
The key to success when writing a methodology section is to have a clear structure. Remember, the purpose of the methodology section of your research project is to ensure that the reader has a full understanding of the methods you have chosen.
You should use your methodology section to provide clear justification as to why you have chosen a particular research method instead of other potential methods. Avoid referring to your personal opinions, thoughts or interests within your methodology; keep the information that you include factual and ensure that everything is backed up by appropriate academic references.
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Example Dissertation Methodologies
The example dissertation methodologies below were submitted to UKDiss.com to help you with your own studies. If you are looking for dissertation methodology examples to help inspire your own then take a look at the below examples covering various subjects.
For help with writing your dissertation methodology, see our guide on how to write a methodology . We also offer a comprehensive writing service provided by fully qualified academics in your field of study.
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- What Is a Research Methodology? | Steps & Tips
What Is a Research Methodology? | Steps & Tips
Published on August 25, 2022 by Shona McCombes and Tegan George. Revised on January 30, 2023.
Your research methodology discusses and explains the data collection and analysis methods you used in your research. A key part of your thesis, dissertation , or research paper , the methodology chapter explains what you did and how you did it, allowing readers to evaluate the reliability and validity of your research and your dissertation topic .
It should include:
- The type of research you conducted
- How you collected and analyzed your data
- Any tools or materials you used in the research
- How you mitigated or avoided research biases
- Why you chose these methods
- Your methodology section should generally be written in the past tense .
- Academic style guides in your field may provide detailed guidelines on what to include for different types of studies.
- Your citation style might provide guidelines for your methodology section (e.g., an APA Style methods section ).
Table of contents
How to write a research methodology, why is a methods section important, step 1: explain your methodological approach, step 2: describe your data collection methods, step 3: describe your analysis method, step 4: evaluate and justify the methodological choices you made, tips for writing a strong methodology chapter, frequently asked questions about methodology.
Your methods section is your opportunity to share how you conducted your research and why you chose the methods you chose. It’s also the place to show that your research was rigorously conducted and can be replicated .
It gives your research legitimacy and situates it within your field, and also gives your readers a place to refer to if they have any questions or critiques in other sections.
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You can start by introducing your overall approach to your research. You have two options here.
Option 1: Start with your “what”
What research problem or question did you investigate?
- Aim to describe the characteristics of something?
- Explore an under-researched topic?
- Establish a causal relationship?
And what type of data did you need to achieve this aim?
- Quantitative data , qualitative data , or a mix of both?
- Primary data collected yourself, or secondary data collected by someone else?
- Experimental data gathered by controlling and manipulating variables, or descriptive data gathered via observations?
Option 2: Start with your “why”
Depending on your discipline, you can also start with a discussion of the rationale and assumptions underpinning your methodology. In other words, why did you choose these methods for your study?
- Why is this the best way to answer your research question?
- Is this a standard methodology in your field, or does it require justification?
- Were there any ethical considerations involved in your choices?
- What are the criteria for validity and reliability in this type of research ? How did you prevent bias from affecting your data?
Once you have introduced your reader to your methodological approach, you should share full details about your data collection methods .
Quantitative methods
In order to be considered generalizable, you should describe quantitative research methods in enough detail for another researcher to replicate your study.
Here, explain how you operationalized your concepts and measured your variables. Discuss your sampling method or inclusion and exclusion criteria , as well as any tools, procedures, and materials you used to gather your data.
Surveys Describe where, when, and how the survey was conducted.
- How did you design the questionnaire?
- What form did your questions take (e.g., multiple choice, Likert scale )?
- Were your surveys conducted in-person or virtually?
- What sampling method did you use to select participants?
- What was your sample size and response rate?
Experiments Share full details of the tools, techniques, and procedures you used to conduct your experiment.
- How did you design the experiment ?
- How did you recruit participants?
- How did you manipulate and measure the variables ?
- What tools did you use?
Existing data Explain how you gathered and selected the material (such as datasets or archival data) that you used in your analysis.
- Where did you source the material?
- How was the data originally produced?
- What criteria did you use to select material (e.g., date range)?
The survey consisted of 5 multiple-choice questions and 10 questions measured on a 7-point Likert scale.
The goal was to collect survey responses from 350 customers visiting the fitness apparel company’s brick-and-mortar location in Boston on July 4–8, 2022, between 11:00 and 15:00.
Here, a customer was defined as a person who had purchased a product from the company on the day they took the survey. Participants were given 5 minutes to fill in the survey anonymously. In total, 408 customers responded, but not all surveys were fully completed. Due to this, 371 survey results were included in the analysis.
- Information bias
- Omitted variable bias
- Regression to the mean
- Survivorship bias
- Undercoverage bias
- Sampling bias
Qualitative methods
In qualitative research , methods are often more flexible and subjective. For this reason, it’s crucial to robustly explain the methodology choices you made.
Be sure to discuss the criteria you used to select your data, the context in which your research was conducted, and the role you played in collecting your data (e.g., were you an active participant, or a passive observer?)
Interviews or focus groups Describe where, when, and how the interviews were conducted.
- How did you find and select participants?
- How many participants took part?
- What form did the interviews take ( structured , semi-structured , or unstructured )?
- How long were the interviews?
- How were they recorded?
Participant observation Describe where, when, and how you conducted the observation or ethnography .
- What group or community did you observe? How long did you spend there?
- How did you gain access to this group? What role did you play in the community?
- How long did you spend conducting the research? Where was it located?
- How did you record your data (e.g., audiovisual recordings, note-taking)?
Existing data Explain how you selected case study materials for your analysis.
- What type of materials did you analyze?
- How did you select them?
In order to gain better insight into possibilities for future improvement of the fitness store’s product range, semi-structured interviews were conducted with 8 returning customers.
Here, a returning customer was defined as someone who usually bought products at least twice a week from the store.
Surveys were used to select participants. Interviews were conducted in a small office next to the cash register and lasted approximately 20 minutes each. Answers were recorded by note-taking, and seven interviews were also filmed with consent. One interviewee preferred not to be filmed.
- The Hawthorne effect
- Observer bias
- The placebo effect
- Response bias and Nonresponse bias
- The Pygmalion effect
- Recall bias
- Social desirability bias
- Self-selection bias
Mixed methods
Mixed methods research combines quantitative and qualitative approaches. If a standalone quantitative or qualitative study is insufficient to answer your research question, mixed methods may be a good fit for you.
Mixed methods are less common than standalone analyses, largely because they require a great deal of effort to pull off successfully. If you choose to pursue mixed methods, it’s especially important to robustly justify your methods.
Next, you should indicate how you processed and analyzed your data. Avoid going into too much detail: you should not start introducing or discussing any of your results at this stage.
In quantitative research , your analysis will be based on numbers. In your methods section, you can include:
- How you prepared the data before analyzing it (e.g., checking for missing data , removing outliers , transforming variables)
- Which software you used (e.g., SPSS, Stata or R)
- Which statistical tests you used (e.g., two-tailed t test , simple linear regression )
In qualitative research, your analysis will be based on language, images, and observations (often involving some form of textual analysis ).
Specific methods might include:
- Content analysis : Categorizing and discussing the meaning of words, phrases and sentences
- Thematic analysis : Coding and closely examining the data to identify broad themes and patterns
- Discourse analysis : Studying communication and meaning in relation to their social context
Mixed methods combine the above two research methods, integrating both qualitative and quantitative approaches into one coherent analytical process.
Above all, your methodology section should clearly make the case for why you chose the methods you did. This is especially true if you did not take the most standard approach to your topic. In this case, discuss why other methods were not suitable for your objectives, and show how this approach contributes new knowledge or understanding.
In any case, it should be overwhelmingly clear to your reader that you set yourself up for success in terms of your methodology’s design. Show how your methods should lead to results that are valid and reliable, while leaving the analysis of the meaning, importance, and relevance of your results for your discussion section .
- Quantitative: Lab-based experiments cannot always accurately simulate real-life situations and behaviors, but they are effective for testing causal relationships between variables .
- Qualitative: Unstructured interviews usually produce results that cannot be generalized beyond the sample group , but they provide a more in-depth understanding of participants’ perceptions, motivations, and emotions.
- Mixed methods: Despite issues systematically comparing differing types of data, a solely quantitative study would not sufficiently incorporate the lived experience of each participant, while a solely qualitative study would be insufficiently generalizable.
Remember that your aim is not just to describe your methods, but to show how and why you applied them. Again, it’s critical to demonstrate that your research was rigorously conducted and can be replicated.
1. Focus on your objectives and research questions
The methodology section should clearly show why your methods suit your objectives and convince the reader that you chose the best possible approach to answering your problem statement and research questions .
2. Cite relevant sources
Your methodology can be strengthened by referencing existing research in your field. This can help you to:
- Show that you followed established practice for your type of research
- Discuss how you decided on your approach by evaluating existing research
- Present a novel methodological approach to address a gap in the literature
3. Write for your audience
Consider how much information you need to give, and avoid getting too lengthy. If you are using methods that are standard for your discipline, you probably don’t need to give a lot of background or justification.
Regardless, your methodology should be a clear, well-structured text that makes an argument for your approach, not just a list of technical details and procedures.
Methodology refers to the overarching strategy and rationale of your research project . It involves studying the methods used in your field and the theories or principles behind them, in order to develop an approach that matches your objectives.
Methods are the specific tools and procedures you use to collect and analyze data (for example, experiments, surveys , and statistical tests ).
In shorter scientific papers, where the aim is to report the findings of a specific study, you might simply describe what you did in a methods section .
In a longer or more complex research project, such as a thesis or dissertation , you will probably include a methodology section , where you explain your approach to answering the research questions and cite relevant sources to support your choice of methods.
In a scientific paper, the methodology always comes after the introduction and before the results , discussion and conclusion . The same basic structure also applies to a thesis, dissertation , or research proposal .
Depending on the length and type of document, you might also include a literature review or theoretical framework before the methodology.
Quantitative research deals with numbers and statistics, while qualitative research deals with words and meanings.
Quantitative methods allow you to systematically measure variables and test hypotheses . Qualitative methods allow you to explore concepts and experiences in more detail.
Reliability and validity are both about how well a method measures something:
- Reliability refers to the consistency of a measure (whether the results can be reproduced under the same conditions).
- Validity refers to the accuracy of a measure (whether the results really do represent what they are supposed to measure).
If you are doing experimental research, you also have to consider the internal and external validity of your experiment.
A sample is a subset of individuals from a larger population . Sampling means selecting the group that you will actually collect data from in your research. For example, if you are researching the opinions of students in your university, you could survey a sample of 100 students.
In statistics, sampling allows you to test a hypothesis about the characteristics of a population.
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Everything About Dissertation Methodology
Updated 05 Dec 2022
Dissertations are highly important not only as standard evaluation tools in awarding degrees to undergraduates, Masters, or PhD students – these are also important because they teach students how to work with academic literature and information sources within their fields, how to analyse, integrate, present complex data from different sources, how to properly cite evidence, formulate research goals, objectives, hypotheses, etc. Importantly, they also teach students to work with dissertation methodology – an ability that is of great use in the information society.
What Is Dissertation Methodology?
A methodology section is the dissertation part that answers two key questions: how exactly research is performed and why exactly it is performed the way it is? These questions address: data collection techniques, sampling techniques, data analysis strategies, theoretical frameworks used to model processes and phenomena – their use must be justified considering alternative techniques/ methods. A proper dissertation methodology structure is expected to:
- List the original research questions and argue that the methods used are suitable for approaching these questions, based on what is known from literature.
- Inlist and describe methods, models, design strategies, statistical methods, data analysis pipelines, etc. in such a manner that they can be applied by others outside the immediate context of this project.
- Present explanations and arguments supporting utilisation of these methods to the detriment of alternative ones. Careful consideration must be taken to select reliable methods (or innovative methods with big potential) that are able to address the research questions.
- Describe the pros and cons of selected methods. It must be clear that you are aware of both the advantages and trade-offs but nevertheless consider that these methods will perform best when compared to others.
Common Types of Dissertation Methodology
Depending on the discipline, one can distinguish several types of studies:
Scientific studies
Methods should be described precisely, concisely, comprehensively, without leaving place for speculation – all these to prioritize transparency and reproducibility. Such studies normally list and describe, equipment, techniques, model organisms, experimental designs, including various controls.
Studies in social or behavioural sciences
These studies might use qualitative, quantitative, or mixed approaches, particularly surveys, interviews, observation, controlled experiments. Methods must be compliant with ethical norms as stated, for instance, by the Research Ethics Service supports ethical research in the NHS.
Critical dissertations in arts or humanities
Here, methodology is not as defined as in scientific works, but is still required. Methods may be represented by innovative and creative theoretical frameworks, for instance, combining different schools of thought, or by application of a certain framework in a new context – all these need to be clearly justified.
Creative arts dissertations
Some international programs in arts require a creative sample or portfolio of written or visual artwork along with a critical auto-evaluation text that tries to make authors take a detached perspective and reflect on the methodology of creating their own art.
5 Common Dissertation Research Methods
The methodology section of dissertation is typically a combination of methods, many of which are discipline-specific. Some frequently employed methods are as follows:
These are direct face-to-face (or telephone/ Internet) conversations in which comprehensive and personal answers can be provided, which qualifies them as primarily qualitative methods. Questions can be adaptive.
Questionnaire
Subjects are presented with lists of questions, typically with standardized answers to pick from, hence, questionnaire-based surveys typically serve as quantitative tools.
This involves observing individuals/ animals/ systems, typically, to make conclusions about their behaviour in specific circumstances. controlled experiments – these are experiments that are manipulated so that a single variable is tested at a time. Independent variables are altered to witness how systems, organisms, on dependent variables are impacted.
Computer simulations
These implement models that aim to describe and predict the behaviour of various systems, including living systems. https://www.youtube.com/watch?v=lg0uLSj8uuI
Example of a Methodology Section
Below is a dissertation methodology example for a biological project focussing on just one objective: Objective: to prove successful creation of a fusion protein between a DNA-binding domain (zinc-finger) recognizing a unique DNA sequence and an enzyme participating in a bacterial biosynthetic pathway, which produces a violet pigment from a precursor chemical; and to prove that this fusion protein has not lost its function, while also becoming capable of binding DNA specifically. This objective is very easy to test using very simple biophysical laboratory techniques. Methodology (2 controlled experiments): To test whether protein function has not been impaired, the unaltered enzyme was compared to the fusion construct by using a colorimetric assay – the concentration of the violet end product is assessed by measuring light absorption at the wavelength-specific for violet light - 450 nm. (Increased light absorption indicates presence end product adundence, hence, an active enzyme). Equivalent amounts of each enzyme were added to 1 ml vials containing solution with the chemical precursor (5% concentration). Synthesis of the violet-coloured end product was monitored at time intervals of 1, 2, 5, 10, and 20 minutes for each protein and obtained time-series were compared. This assay is the most direct, simple, and effective way of testing protein function, hence, it was chosen as a preferred method – especially considering that it yields quantitative results (and even allows temporal resolution). To test whether this fusion construct forms a complex (binds) the target DNA sequence, electrophoretic mobility shift analysis was used on a polyacrylamide gel of X% for a total duration of 20 minutes. This assay is an electrophoresis experiment that tests migration of three biological samples in three distinct lanes: lane 1 has only DNA with the target sequence (negative control), lane 2 contains DNA and non-binding protein, and lane 3 contains DNA plus binding protein (our fusion construct). Only DNA is imaged. Unlike in lanes 1 and 2, in lane 3, the heavier DNA-protein complex formed is expected to migrate slower in an electric field, which demonstrates DNA binding. This assay is a standard molecular biology technique and was chosen because it is very straightforward, cheap, easy to perform, and very informative. In particular, one can also assess DNA-protein complex stability – if binding is weak, dissociation happens, which yields another band in lane 3 (corresponding to the unbound DNA in lanes 1 and 2). Now that we’ve explored how to write a methodology for a dissertation as well as the studies types and their corresponding methodology, it should be easier to visualize and conclude which type is suitable for a given research paper or project. Besides, it should be clearer now how to produce a good methodology structure.
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3 Methodology Dissertation Examples for Use with the Effective Research Methods
- research methods;
- the theoretical rationale for selecting specific research methods.
The subsequent studies will provide you with a bit more insight into the structure of your methodology and the information that it should contain.
1. The Methodology Example of a Dissertation on Feminism
The aim of this study is to determine the effects that feminist perspectives have on influencing the leadership roles of female administrators in higher education.
This dissertation uses a qualitative method referred to as ‘phenomenology.’ The main purpose of this research method is to gain an understanding of how female leaders and feminists arrive at their collective world views. Since the study is concerned with feminism, the chosen methods of analysis are designed to evaluate the experiences of women.
Semi-structured interviews are used as a method of data collection. It is important to mention that the researcher doesn’t simply intend to gain the information from women, but from a certain type of woman who hold a specific set of beliefs. Therefore, they had to fulfil the following criteria:
- belong to feminists;
- refer themselves to the generation X (born between 1965-1982);
- employed as mid-level administrators and desire to gain a higher-level position.
The women are strategically selected from guests invited to a program designed for women with goals to become senior leaders. Prior to using these women as participants for the study, they were asked questions to determine whether they fulfilled the above criteria.
2. The Methodology Example of a Dissertation on Education
The aim of the study is to gain an understanding of how students engaged and participated in educational activity, and their personal reasons for desiring to enhance their learning capacity.
The methods utilized for this dissertation are a combination of interviews and surveys to know the motivations attached to the student’s decisions to continue with the learning for life program. An idiographic approach is used for the interview portion of the study. It focuses on the individual as opposed to using the results from a few participants to generalize about an entire group. Surveys are used as a method of quantifying and standardizing the way in which students take part in educational activities. The aim is to make a comparison between educational and non-educational activities among teenagers.
Both methods provide an in-depth analysis of the reasons why students participate in educational activities and why such activities are important for them in terms of personal development and enhancing their ability to become productive members of society.
3. The Methodology Example of a Dissertation on ESL Learners
The aim of the study is to establish the effect of form and meaning focused input on ESL writing skills, and what challenges related to instructions that learners can encounter.
Both quantitative and qualitative research methods are used to achieve the aim. Qualitative research methodology involves selecting a sample population that would represent a defined population. As a result, 20 students are selected to represent a population of students who are supposed to be ESL learners and first year medical students. The results from the quantitative research indicates mainly descriptive methods to describe behaviour of a sample population.
Both research methods allow to highlight the current issues among ESL medical students through a process of data collection about their performance and acquisition of academic writing skills.
Now that you understand the fundamental principles for the methodology chapter, it’s time to burn the midnight oil and start working on your dissertation. Be sure to allocate sufficient time to this important section of your research project. Otherwise, you risk not to achieve the desired results. But if you still have a feeling of uncertainty about this type of work, it is much better to to seek professional help and support in it. Our specialists are those who direct you quickly to academic success. Don’t hesitate to contact us – we open around the clock for you.
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Dissertation examples
Listed below are some of the best examples of research projects and dissertations from undergraduate and taught postgraduate students at the University of Leeds We have not been able to gather examples from all schools. The module requirements for research projects may have changed since these examples were written. Refer to your module guidelines to make sure that you address all of the current assessment criteria. Some of the examples below are only available to access on campus.
- Undergraduate examples
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- How it works
Chapter 3 – Dissertation Methodology (example)
Disclaimer: This is not a sample of our professional work. The paper has been produced by a student. You can view samples of our work here . Opinions, suggestions, recommendations and results in this piece are those of the author and should not be taken as our company views.
Type of Academic Paper – Dissertation Chapter
Academic Subject – Marketing
Word Count – 3017 words
Introduction
The current chapter presents developing the research methods needed to complete the experimentation portion of the current study. The chapter will discuss in detail the various stages of developing the methodology of the current study. This includes a detailed discussion of the philosophical background of the research method chosen. In addition to this, the chapter describes the data collection strategy, including the selection of research instrumentation and sampling. The chapter closes with a discussion on the analysis tools used to analyse the data collected.
Selecting an Appropriate Research Approach
Creswall (2013) stated that research approaches are plans and procedures that range from steps, including making broad assumptions to detailed methods of data collection, analysis, and interpretation. The several decisions involved in the process are used to decide which approach should be used in a specific study that is informed using philosophical assumptions brought to the study (Creswall 2013). Included in this are procedures of inquiry or research designs and specific research methods used for data collection, its analysis, and finally, its interpretation. However, Guetterman (2015); Lewis (2015); and Creswall (2013) argue that the selection of the specific research approach is based on the nature of the research problem, or the issue that is being addressed by any study, personal experiences of the researchers’, and even the audience for which the study is being developed for.
There are many ways to customise research approaches to develop an approach most suited for a particular study. However, the main three categories with which research approaches are organised include; qualitative, quantitative, and mixed research methods. Creswall (2013) comments that all three approaches are not considered so discrete or distinct from one another. Creswall (2013) states, “qualitative and quantitative approaches should not be viewed as rigid, distinct categories, polar opposite, or dichotomies” (p.32). Newmand and Benz (1998) pointed out that quantitative and qualitative approaches instead represent different ends on a continuum since a study “tends” to be more quantitative than qualitative or vice versa. Lastly, mixed methods research resides in the middle of the continuum as it can incorporate elements and characteristics of both quantitative and qualitative approaches. Lewis (2015) points out that the main distinction that is often cited between quantitative and qualitative research is that it is framed in terms of using numbers rather than words; or using closed-ended questions for quantitative hypotheses over open-ended questions for qualitative interview questions. Guetterman (2015) points out that a clearer way of viewing gradations of differences between the approaches is to examine the basic philosophical assumptions brought to the study, the kinds of research strategies used, and the particular methods implemented in conducting the strategies.
Underlying Philosophical Assumptions
An important component of defining the research approach involves philosophical assumptions that contribute to the broad research approach of planning or proposing to conduct research. It involves the intersection of philosophy, research designs and specific methods as illustrated in Fig. 1 below.
Figure 3.2-1- Research Onion (Source; Saunders and Tosey 2013)
Slife and Williams (1995) have argued that philosophical ideas have remained hidden within the research. However, they still play an influential role in the research practice, and it is for this reason that it is most identified. Various philosophical assumptions are used to construct or develop a study. Saunders et al. (2009) define research philosophy as a belief about how data about a phenomenon should be gathered, analysed and used. Saunders et al. (2009) identify common research philosophies such as positivism, realism, interpretivism, subjectivism, and pragmatism. Dumke (2002) believes that two views, positivism and phenomenology, mainly characterise research philosophy.
Positivism reflects acceptance in adopting the philosophical stance of natural scientists (Saunders, 2003). According to Remenyi et al. (1998), there is a greater preference in working with an “observable social reality” and that the outcome of such research can be “law-like” generalisations that are the same as those which are produced by physical and natural scientists. Gill and Johnson (1997) add that it will also emphasise a high structure methodology to allow for replication for other studies. Dumke (2002) agrees and explains
that a positivist philosophical assumption produces highly structured methodologies and allows for generalisation and quantification of objectives that can be evaluated by statistical methods. For this philosophical approach, the researcher is considered an objective observer who should not be impacted by or impact the subject of research.
On the other hand, more phenomenological approaches agree that the social world of business and management is too complex to develop theories and laws similar to natural sciences. Saunders et al. (2000) argue that this is the reason why reducing observations in the real world to simple laws and generalisations produces a sense of reality which is a bit superficial and doesn’t present the complexity of it.
The current study chooses positivistic assumptions due to the literature review’s discussion of the importance of Big Data in industrial domains and the need for measuring its success in the operations of the business. The current study aims to examine the impact that Big Data has on automobile companies’ operations. To identify a positive relationship between Big Data usage and beneficial business outcomes, the theory needs to be used to generate hypotheses that can later be tested of the relationship which would allow for explanations of laws that can later be assessed (Bryman and Bell, 2015).
Selecting Interpretive Research Approach
Interpretive research approaches are derived from the research philosophy that is adopted. According to Dumke (2002), the two main research approaches are deductive and inductive. The inductive approach is commonly referred to when theory is derived from observations. Thus, the research begins with specific observations and measures. It is then from detecting some pattern that a hypothesis is developed. Dumke (2002) argues that researchers who use an inductive approach usually work with qualitative data and apply various methods to gather specific information that places different views. From the philosophical assumptions discussed in the previous section, it is reasonable to use the deductive approach for the current study. It is also considered the most commonly used theory to establish a relationship between theory and research. The figure below illustrates the steps used for the process of deduction.
Data Collection
- confirmed or rejected
- Revision of theory
Based on what is known about a specific domain, the theoretical considerations encompassing it a hypothesis or hypotheses are deduced that will later be subjected to empirical enquiry (Daum, 2013). Through these hypotheses, concepts of the subject of interest will be translated into entities that are rational for a study. Researchers are then able to deduce their hypotheses and convert them into operational terms.
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Justifying the Use of Quantitative Research Method
Saunders (2003) notes that almost all research will involve some numerical data or even contain data quantified to help a researcher answer their research questions and meet the study’s objectives. However, quantitative data refers to all data that can be a product of all research strategies (Bryman and Bell, 2015; Guetterman, 2015; Lewis, 2015; Saunders, 2003). Based on the philosophical assumptions and interpretive research approach, a quantitative research method is the best suited for the current study. Haq (2014) explains that quantitative research is about collecting numerical data and then analysing it through statistical methods to explain a specific phenomenon. Mujis (2010) defends the use of quantitative research because, unlike qualitative research, which argues that there is no pre-existing reality, quantitative assumes that there is only a single reality about social conditions that researchers cannot influence in any way. Also, qualitative research is commonly used when there is little to no knowledge of a phenomenon, whereas quantitative research is used to find the cause and effect relationship between variables to either verify or nullify some theory or hypothesis (Creswall 2002; Feilzer 2010; Teddlie and Tashakkori 2012).
Selecting an Appropriate Research Strategy
There are many strategies available to implement in a study, as evidenced from Fig. 1. There are many mono-quantitative methods, such as telephone interviews, web-based surveys, postal surveys, and structured questionnaires (Haq 2014). Each instrument has its own pros and cons in terms of quality, time, and data cost. Brymand (2006); Driscoll et al. (2007); Edwards et al. (2002); and Newby et al. (2003) note that most researchers use structured questionnaires for data collection they are unable to control or influence respondents, which leads to low response rates but more accurate data obtained. Saunders and Tosey (2015) have argued that quantitative data is simpler to obtain and more concise to present. Therefore, the current study uses a survey-based questionnaire (See Appendix A).
Justifying the use of Survey Based Questionnaire
Surveys are considered the most traditional forms of research and are used in non-experimental descriptive designs that describe some reality. Survey-based questionnaires are often restricted to a representative sample of a potential group of the study’s interest. In this case, it is the executives currently working for automobile companies in the UK. The survey instrument is then chosen for its effectiveness at being practical and inexpensive (Kelley et al., 2003). Due to the philosophical assumptions, interpretive approach, and methodological approach, the survey design for the current study is considered the best instrument in line with these premises, besides being cost-effective.
Empirical Research Methodology
Research design.
This section describes how research is designed to use the techniques used for data collection, sampling strategy, and data analysis for a quantitative method. Before going into the strategies of data collection and analysis, a set of hypotheses were developed.
Hypotheses Development
The current study uses a quantitative research approach, making it essential to develop a set of hypotheses that will be used as a test standard for the mono-method quantitative design. The following are a set of hypotheses that have been developed from the examination of the literature review.
H1- The greater the company’s budget for Big Data initiatives (More than 1 million GBP), the greater its ability to monetise and generate new revenues.
H2- The greater the company’s budget for Big Data initiatives (More than 1 million GBP) the more decrease in expenses in found.
H3- The greatest impact of Big Data on a company is changing the way business is done.
H4- Big Data integrating with a company has resulted in competitive significance.
H5- The analytical abilities of a company allows for achieved measurable results.
H6- Investing in Big Data will lead to highly successful business results.
H7- A business’s operations function is fuelling Big Data initiatives and effecting change in operations.
H8- The implementation of Big Data in the company has positive impacts on business.
This section includes the sampling method used to collect the number of respondents needed to provide information, then analysed after collection.
Sampling Method
Collis (2009) explains that there are many kinds of sampling methods that can be used for creating a specific target sample from a population. This current study uses simple random sampling to acquire respondents with which the survey will be conducted. Simple random sampling is considered the most basic form of probability sampling. Under the method, elements are taken from the population at random, with all elements having an equal chance of being selected. According to () as of 2014, there are about thirty-five active British car manufacturers in the UK, each having an employee population of 150 or more. This is why the total population of employees in car manufacturers is estimated to be 5,250 employees. The sample, therefore, developed used the following equation;
2 × (1 − )
+( 2 × (1− ) ) 2
Where; N is the population size, e is the margin of error (as a decimal), z is confidence level (as a z-score), and p is percentage value (as a decimal). Thus, the sample size is with a normal distribution of 50%. With the above equation, a population of 5,250; with a 95% confidence level and 5% margin of error, the total sample size needed for the current equals 300. Therefore, N=300, which is the sample size of the current study.
The survey develops (see Appendix A) has a total of three sections, A, B, and C, with a total of 39 questions. Each section has its own set of questions to accomplish. The survey is a mix of closed-end questions that look to comprehend the respondents’ demographic makeup, the Big Data initiatives of the company, and the impact that Big Data was having on their company. The survey is designed to take no longer than twenty minutes. The survey was constructed on Survey Monkey.com, and an online survey provided website. The survey was left on the website for a duration of 40 days to ensure that the maximum number of respondents were able to answer the survey. The only way that the survey was allowed for a respondent is if they passed a security question as if they were working for an automobile company in the UK when taking the survey. Gupta et al. (2004) believe that web surveys are visual stimuli, and the respondent has complete control about whether or how each question is read and understood. That is why Dillman (2000) argued that web questionnaires are expected to resemble those taken through the mail/postal services closely.
Data Analysis
The collected data is then analysed through the Statistical Package for Social Science (SPSS) version 24 for descriptive analysis. The demographic section of the survey will be analysed using descriptive statistics. Further analysis of the data includes regression analysis. Simple regression analysis includes only one independent variable and one dependent variable. Farrar and Glauber (1967) assert that the purpose of regression analysis is to estimate the parameters of dependency, and it should not be used to determine the interdependency of a relationship.
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Conclusions.
The chapter provides a descriptive and in-depth discussion of the methods involved in the current study’s research. The current study is looking towards a quantitative approach that considers positivism as its philosophical undertaking, using deductive reasoning for its interpretive approach, is a mono-quantitative method that involves the use of a survey instrument for data collection. The methodology chapter also provided the data analysis technique, which is descriptive statistics through frequency analysis and regression analysis.
Examples of results;
Question 8- Of these staff, are mostly working in or for your consumer-facing (B2C) businesses, your commercial or wholesale (B2B) businesses, or both?
Based on the illustration, nineteen (19) respondents indicated that 501-1000 employees are dedicated to analytics for both B2B and B2C. The category of using Big Data analytics for both B2B and B2C comprises the most agreement of respondents with 72 of 132 indicated.
The figure above represents the respondents’ answers to their automobile company’s plan for measuring Big Data’s success. Of the 132 participants, 44.70 per cent responded that the company is planning on using quantitative metrics associated with business performance to analyse if Big Data is actually successful. Another, 30.30 per cent indicated that their company was planning on using qualitative metrics tied to business performance. Using business performance to analyse the success of Big Data is coherent to the results of the literature review that indicated previous studies of doing such. As an automobile company, they need to know the results of using Big Data analytics, and that is only by using business performance indicators regardless of being qualitative or quantitative.
Fig. 4.3-6 portrays the response of participants in regards to actually achieving measurable results from Big Data. According to 68.18 per cent of respondents, the company that they worked for did indeed show measurable results from their investments in Big Data. However, 31.82 per cent indicated that there was indeed no measurable result in investing in Big Data.
Bryman, A., Bell, E., 2015. Business Research Methods. Oxford University Press.
Daum, P., 2013. International Synergy Management: A Strategic Approach for Raising Efficiencies in the Cross-border Interaction Process. Anchor Academic Publishing (aap_verlag).
Dümke, R., 2002. Corporate Reputation and its Importance for Business Success: A European
Perspective and its Implication for Public Relations Consultancies. diplom.de.
Guetterman, T.C., 2015. Descriptions of Sampling Practices Within Five Approaches to Qualitative Research in Education and the Health Sciences. Forum Qualitative Sozialforschung /
Forum: Qualitative Social Research 16.
Haq, M., 2014. A Comparative Analysis of Qualitative and Quantitative Research Methods and a Justification for Adopting Mixed Methods in Social Research (PDF Download Available).
ResearchGate 1–22. doi:http://dx.doi.org/10.13140/RG.2.1.1945.8640
Kelley, K., Clark, B., Brown, V., Sitzia, J., 2003. Good practice in the conduct and reporting of survey research. Int J Qual Health Care 15, 261–266. doi:10.1093/intqhc/mzg031
Lewis, S., 2015. Qualitative Inquiry and Research Design: Choosing Among Five Approaches.
Health Promotion Practice 16, 473–475. doi:10.1177/1524839915580941
Saunders, M., 2003. Research Methods for Business Students. Pearson Education India.
Saunders, M.N.K., Tosey, P., 2015. Handbook of Research Methods on Human Resource
Development. Edward Elgar Publishing.
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Dissertations 4: methodology: methods.
- Introduction & Philosophy
- Methodology
Primary & Secondary Sources, Primary & Secondary Data
When describing your research methods, you can start by stating what kind of secondary and, if applicable, primary sources you used in your research. Explain why you chose such sources, how well they served your research, and identify possible issues encountered using these sources.
Definitions
There is some confusion on the use of the terms primary and secondary sources, and primary and secondary data. The confusion is also due to disciplinary differences (Lombard 2010). Whilst you are advised to consult the research methods literature in your field, we can generalise as follows:
Secondary sources
Secondary sources normally include the literature (books and articles) with the experts' findings, analysis and discussions on a certain topic (Cottrell, 2014, p123). Secondary sources often interpret primary sources.
Primary sources
Primary sources are "first-hand" information such as raw data, statistics, interviews, surveys, law statutes and law cases. Even literary texts, pictures and films can be primary sources if they are the object of research (rather than, for example, documentaries reporting on something else, in which case they would be secondary sources). The distinction between primary and secondary sources sometimes lies on the use you make of them (Cottrell, 2014, p123).
Primary data
Primary data are data (primary sources) you directly obtained through your empirical work (Saunders, Lewis and Thornhill 2015, p316).
Secondary data
Secondary data are data (primary sources) that were originally collected by someone else (Saunders, Lewis and Thornhill 2015, p316).
Comparison between primary and secondary data
Use
Virtually all research will use secondary sources, at least as background information.
Often, especially at the postgraduate level, it will also use primary sources - secondary and/or primary data. The engagement with primary sources is generally appreciated, as less reliant on others' interpretations, and closer to 'facts'.
The use of primary data, as opposed to secondary data, demonstrates the researcher's effort to do empirical work and find evidence to answer her specific research question and fulfill her specific research objectives. Thus, primary data contribute to the originality of the research.
Ultimately, you should state in this section of the methodology:
What sources and data you are using and why (how are they going to help you answer the research question and/or test the hypothesis.
If using primary data, why you employed certain strategies to collect them.
What the advantages and disadvantages of your strategies to collect the data (also refer to the research in you field and research methods literature).
Quantitative, Qualitative & Mixed Methods
The methodology chapter should reference your use of quantitative research, qualitative research and/or mixed methods. The following is a description of each along with their advantages and disadvantages.
Quantitative research
Quantitative research uses numerical data (quantities) deriving, for example, from experiments, closed questions in surveys, questionnaires, structured interviews or published data sets (Cottrell, 2014, p93). It normally processes and analyses this data using quantitative analysis techniques like tables, graphs and statistics to explore, present and examine relationships and trends within the data (Saunders, Lewis and Thornhill, 2015, p496).
Qualitative research
Qualitative research is generally undertaken to study human behaviour and psyche. It uses methods like in-depth case studies, open-ended survey questions, unstructured interviews, focus groups, or unstructured observations (Cottrell, 2014, p93). The nature of the data is subjective, and also the analysis of the researcher involves a degree of subjective interpretation. Subjectivity can be controlled for in the research design, or has to be acknowledged as a feature of the research. Subject-specific books on (qualitative) research methods offer guidance on such research designs.
Mixed methods
Mixed-method approaches combine both qualitative and quantitative methods, and therefore combine the strengths of both types of research. Mixed methods have gained popularity in recent years.
When undertaking mixed-methods research you can collect the qualitative and quantitative data either concurrently or sequentially. If sequentially, you can for example, start with a few semi-structured interviews, providing qualitative insights, and then design a questionnaire to obtain quantitative evidence that your qualitative findings can also apply to a wider population (Specht, 2019, p138).
Ultimately, your methodology chapter should state:
Whether you used quantitative research, qualitative research or mixed methods.
Why you chose such methods (and refer to research method sources).
Why you rejected other methods.
How well the method served your research.
The problems or limitations you encountered.
Doug Specht, Senior Lecturer at the Westminster School of Media and Communication, explains mixed methods research in the following video:
LinkedIn Learning Video on Academic Research Foundations: Quantitative
The video covers the characteristics of quantitative research, and explains how to approach different parts of the research process, such as creating a solid research question and developing a literature review. He goes over the elements of a study, explains how to collect and analyze data, and shows how to present your data in written and numeric form.
Link to quantitative research video
Some Types of Methods
There are several methods you can use to get primary data. To reiterate, the choice of the methods should depend on your research question/hypothesis.
Whatever methods you will use, you will need to consider:
why did you choose one technique over another? What were the advantages and disadvantages of the technique you chose?
what was the size of your sample? Who made up your sample? How did you select your sample population? Why did you choose that particular sampling strategy?)
ethical considerations (see also tab...)
safety considerations
validity
feasibility
recording
procedure of the research (see box procedural method...).
Check Stella Cottrell's book Dissertations and Project Reports: A Step by Step Guide for some succinct yet comprehensive information on most methods (the following account draws mostly on her work). Check a research methods book in your discipline for more specific guidance.
Experiments
Experiments are useful to investigate cause and effect, when the variables can be tightly controlled. They can test a theory or hypothesis in controlled conditions. Experiments do not prove or disprove an hypothesis, instead they support or not support an hypothesis. When using the empirical and inductive method it is not possible to achieve conclusive results. The results may only be valid until falsified by other experiments and observations.
For more information on Scientific Method, click here .
Observations
Observational methods are useful for in-depth analyses of behaviours in people, animals, organisations, events or phenomena. They can test a theory or products in real life or simulated settings. They generally a qualitative research method.
Questionnaires and surveys
Questionnaires and surveys are useful to gain opinions, attitudes, preferences, understandings on certain matters. They can provide quantitative data that can be collated systematically; qualitative data, if they include opportunities for open-ended responses; or both qualitative and quantitative elements.
Interviews
Interviews are useful to gain rich, qualitative information about individuals' experiences, attitudes or perspectives. With interviews you can follow up immediately on responses for clarification or further details. There are three main types of interviews: structured (following a strict pattern of questions, which expect short answers), semi-structured (following a list of questions, with the opportunity to follow up the answers with improvised questions), and unstructured (following a short list of broad questions, where the respondent can lead more the conversation) (Specht, 2019, p142).
This short video on qualitative interviews discusses best practices and covers qualitative interview design, preparation and data collection methods.
Focus groups
In this case, a group of people (normally, 4-12) is gathered for an interview where the interviewer asks questions to such group of participants. Group interactions and discussions can be highly productive, but the researcher has to beware of the group effect, whereby certain participants and views dominate the interview (Saunders, Lewis and Thornhill 2015, p419). The researcher can try to minimise this by encouraging involvement of all participants and promoting a multiplicity of views.
This video focuses on strategies for conducting research using focus groups.
Check out the guidance on online focus groups by Aliaksandr Herasimenka, which is attached at the bottom of this text box.
Case study
Case studies are often a convenient way to narrow the focus of your research by studying how a theory or literature fares with regard to a specific person, group, organisation, event or other type of entity or phenomenon you identify. Case studies can be researched using other methods, including those described in this section. Case studies give in-depth insights on the particular reality that has been examined, but may not be representative of what happens in general, they may not be generalisable, and may not be relevant to other contexts. These limitations have to be acknowledged by the researcher.
Content analysis
Content analysis consists in the study of words or images within a text. In its broad definition, texts include books, articles, essays, historical documents, speeches, conversations, advertising, interviews, social media posts, films, theatre, paintings or other visuals. Content analysis can be quantitative (e.g. word frequency) or qualitative (e.g. analysing intention and implications of the communication). It can detect propaganda, identify intentions of writers, and can see differences in types of communication (Specht, 2019, p146). Check this page on collecting, cleaning and visualising Twitter data.
Extra links and resources:
Research Methods
A clear and comprehensive overview of research methods by Emerald Publishing. It includes: crowdsourcing as a research tool; mixed methods research; case study; discourse analysis; ground theory; repertory grid; ethnographic method and participant observation; interviews; focus group; action research; analysis of qualitative data; survey design; questionnaires; statistics; experiments; empirical research; literature review; secondary data and archival materials; data collection.
Doing your dissertation during the COVID-19 pandemic
Resources providing guidance on doing dissertation research during the pandemic: Online research methods; Secondary data sources; Webinars, conferences and podcasts;
- Virtual Focus Groups Guidance on managing virtual focus groups
5 Minute Methods Videos
The following are a series of useful videos that introduce research methods in five minutes. These resources have been produced by lecturers and students with the University of Westminster's School of Media and Communication.
Case Study Research
Research Ethics
Quantitative Content Analysis
Sequential Analysis
Qualitative Content Analysis
Thematic Analysis
Social Media Research
Mixed Method Research
Procedural Method
In this part, provide an accurate, detailed account of the methods and procedures that were used in the study or the experiment (if applicable!).
Include specifics about participants, sample, materials, design and methods.
If the research involves human subjects, then include a detailed description of who and how many participated along with how the participants were selected.
Describe all materials used for the study, including equipment, written materials and testing instruments.
Identify the study's design and any variables or controls employed.
Write out the steps in the order that they were completed.
Indicate what participants were asked to do, how measurements were taken and any calculations made to raw data collected.
Specify statistical techniques applied to the data to reach your conclusions.
Provide evidence that you incorporated rigor into your research. This is the quality of being thorough and accurate and considers the logic behind your research design.
Highlight any drawbacks that may have limited your ability to conduct your research thoroughly.
You have to provide details to allow others to replicate the experiment and/or verify the data, to test the validity of the research.
Bibliography
Cottrell, S. (2014). Dissertations and project reports: a step by step guide. Hampshire, England: Palgrave Macmillan.
Lombard, E. (2010). Primary and secondary sources. The Journal of Academic Librarianship , 36(3), 250-253
Saunders, M.N.K., Lewis, P. and Thornhill, A. (2015). Research Methods for Business Students. New York: Pearson Education.
Specht, D. (2019). The Media And Communications Study Skills Student Guide . London: University of Westminster Press.
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