Definitions
Research philosophy
Research philosophy is a way of gathering, analyzing and using data for a certain phenomenon.
Positivism states that reality is stable and therefore it can be observed from an objective point of
Interpretivism states that we need subjective interpretations to fully understand the reality.
Realism believes in the reality that already exists in the environment. It has 2 major types: Direct
realism that focus what we see, hear and feel and Critical realism that depends upon the
Positivism is highly structured, consists of large samples and measurements are usually
quantitative but can be qualitative as well. In interpretivism, small samples are taken to
understand large people in detail. In realism, whichever methods chosen should fit the subject
Research Approach
The way of doing the research; this can be inductive or deductive. In deductive approach, a
theory is tested with the help of hypothesis. While in inductive research we collect data to
explore a new phenomenon and develop theory. Deductive approach is generalizing from the
general to the specific and inductive approach is generalizing from specific to general (Burney,
2008).
Research Strategy
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Research strategy is the methodology used to test the research issue. The two methods employed
by researchers are case study and survey. Case study includes in-depth study about an individual,
group or a particular situation whereas in a survey, data is gathered from the whole population or
a large sample to understand opinions on a specific situation. Case study, comprising of in-depth
data, is used for qualitative research and surveys, comprising of numerical data, are used for
Research design
Research design is a detailed plan of how the research will be carried out.
Exploratory Research is done to discover new ideas and insights. Descriptive research is done to
discover the characteristics of people, products, service etc. Explanatory research refers to
connecting ideas in order to understand cause and effect to know whats going on (Strydom,
2014). Analytical research refers to critical thinking and evaluating information and facts related
Exploratory research is highly unstructured and ambiguous, descriptive research is structured and
partially defined, and explanatory research is highly structured and clearly defined. Descriptive
research answers what while analytical research answers why and how.
Sampling Methods
Sampling methods are used by the researcher to define the target audience for the research. There
are two sampling methods used in survey research; probability sampling and non-probability
sampling. In probability sampling, each member of the populations has a known non-zero
probability of being selected. For example, random sampling, systematic sampling and stratified
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sampling. In nonprobability sampling, people are chosen in a non-random manner. For example,
convenience sampling, judgement sampling and quota sampling. In probability sampling the
degree to which a sample would differ from population, known as sampling error, is known. On
the other hand, this error cannot be calculated in nonprobability sampling (Barreiro & Albandoz,
2001).
Simple random sampling is a form of probability sampling. In this sampling, each member of the
population has an equal chance of being selected. However, if the population is very large, then it
is difficult to identify every member of the population for sample and hence, the results can be
Ethics are the norms for conduct that differentiate between acceptable and unacceptable
behavior. Norms are important for research because they support the aims of research such as
truth and avoidance of error. Secondly, research involves working in different organizations and
meeting different people so ethics establish the values important for collaborative work. Thirdly,
norms ensure that the researchers are accountable to the public. Lastly, norms help to build
Why is it important to decide and select an appropriate research methodology for conducting a
Methodologies are different for qualitative and quantitative researches so it is important to define
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methodology according to your way of research. Research methods have different levels of
validity so its a measure that ensures the reader hoe valid the research is (Nayak, 2009).
References
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DEFINITIONS
Mkansi, M. and Acheampong, E., 2012. Research Philosophy Debates and Classifications:
Students Dilemma. Electronic Journal of Business Research Methods, 10(2), pp. 132-135
Gable, G. G. (1994). Integrating case study and survey research methods: an example in
Kelley, K., Clark, B., Brown, V., & Sitzia, J. (2003). Good practice in the conduct and reporting
of survey research. International Journal for Quality in Health Care, 15(3), pp. 261-266
Nayak, BK. (2009). Why learn research methodology? Indian J Ophthalmol, 57, pp. 173-174