在之前幾篇文章中我們也給出不少methodology范文，但是鑒于多數中國留學生還是希望一個模板類型的methodology，而且常常是一些準備撰寫dissertation的學生。所以，在這篇中，小編為大家準備一篇非常標準的 dissertation methodology部分。當然你在撰寫methodology部分時候要盡可能的善于借鑒模板，而不是完全照搬。下面好好研讀學習這篇 標準的dissertation research methodology吧。為例方便讀者，我們還提供這篇文章全文鏈接，需要查看請點擊：dissertation英文版-Case Study Tesco

CHAPTER 3: RESEARCH METHODOLOGY

 

3.1 Introduction
 

This chapter will discuss the methodology used by the researcher in carrying out the research and will closely look at the different procedures and techniques used for this research. Research method presents the research philosophy, approach, design and sampling, data collection procedures and shows the right direction to achieve an outcome. Where the research strategy and the method will use for the data collection and analyse. After that, sample selection will describe the case company and respondents.

 

3.2 What is Research Methodology?

 

According to Creswell & Miller (1997) research methodology is a credence system or inquest pattern that provides a philosophical base or frame of reference for approaching research that complements a content area of inquiry. It is the overall approach to studying about topic and includes issues need to think about the constraints, analysis the principles of method and ethical choices within the research.

 

Methodology refers to more than a simple set of methods where the rational and the philosophical assumptions are motivating a particular study relative to the logical method, (Cohen et al. 2007).

 

Saunders et al. (2007) develops a conceptual ‘Research Onion' that provides the structure of research methodology. These research onions are as follows:

 

After realise the research onion, in this dissertation research methods will present the research philosophy, approach, design and sampling, a structured questionnaire is being used to data collection procedures and shows the right direction to achieve an outcome.

 

3.3 Research Philosophy

 

The research philosophy depends on the way a researcher thinks about the development of knowledge (Saunders et al. 2003) and there are different types of research philosophy different views the way in which knowledge is developed and being acceptable. This three are positivism, realism and interpretivism, have an important role in the process of management research.

 

3.3.1 Positivism

The basic principle of positivism is that all realistic knowledge is based on the positive information gained from observable experience. Positivism involves producing general laws from the objective truth that can be used for prospective behaviour. Saunders et al. (2003) found that in positivism, researcher adopts philosophical attitude while working with observable social reality, where he developed a theory from observation. According to Bryman & Bell (2003, p.14) positivism is an epistemological position that advocates the application of the methods of the natural sciences to the study of social reality and beyond. So it is good to develop general idea but always need to be refined by proper critical analytical approach.#p#分頁標題#e##p#分頁標題#e#

 

 

3.3.2 Realism

Realism shares two features with positivism that can principle of natural and social and should apply the same kinds of approach to the collection of data and to explanation, and a commitment to the view that there is an external reality attention Bryman & Bell (2003). Where Saunders et al. (2003) states that, realism depends which is free of human opinions and beliefs. Realism recognises the importance of the fact that understands overall social influences, the nature of people's visions and behaviours.

 

3.3.3 Interpretivism

Here the researcher tries to find out how the social reality things appear to people, where the reality is relative to situation, time, location, culture and value of a society, experience of an individual, (Fisher, 2004).

 

It is more subjective because the reality is socially constructed. In repeatedly changing situations and vastly competitive environment, the ways should always be there to experiment new things.

 

In this study, the researcher followed the philosophical stance of interpretivism in the research because interpretivism is based on qualitative approach which is more subjective rather than quantitative approach. It focuses on analysing and reflecting on the intangible aspects of research subject such as values, attitudes, perception, emotion and feeling which is related with diversity.

 

3.4 Research Approach

 

Research approach is consists of two options that deductive and inductive. Saunders et al. (2007) In the research should use the deductive approach, in which way develop a theory or hypotheses and design a research strategy to test the hypothesis or the inductive approach, in which way collect data and develop theory as a result of data analysis.

 

3.4.1 Deductive Researc

This is the scientific way of research. It involves the development of a theory that is subjected to an accurate test. It is the dominant research approach in the natural sciences, where laws present the basis of explanation (Collis & Hussey, 2003). Deduction processes have several important characteristics. These processes are represents the commonest view of the nature of the relationship between theory and research, the deductive processes are as follows:

 

Theory

 

Hypothesis

 

Data collection

 

Findings

 

Hypotheses confirmed or rejected

 

The deductive processes are the search to explain causal relationships between variables. It may be establish the reasons for high employee absenteeism in a retail store. So, consequently develop a theory or hypotheses and to test this hypothesis need to utilise the data collection, (Bryman & Bell, 2003).#p#分頁標題#e#

 

3.4.2 Inductive Research#p#分頁標題#e#

Research using an inductive approach is likely to be concerned with the context in which events were taking place. Therefore the study of a small sample of subjects might be more appropriate than a large number as with the deductive approach. In this approach researcher are more likely to work with qualitative data and to use a variety of methods to collect these data, (Easterby-Smith et al., 2002).

 

Inductive approach of research emphases on critical study of problem and tries to find out the alternative set of variables that relate to the problem. It is gaining an understanding of the meanings humans attach to events and more flexible structure to permit changes of research emphasis as the research progresses. Inductive research can be much more protracted. Data collection is based on a much longer period and analysis has to emerge gradually, (Saunders et al., 2007).

 

3.5 Research Design

 

The research purpose is most often used in the research methods into mainly three types: exploratory, descriptive and explanatory research.

 

3.5.1 Exploratory Research

According to Robson (2002, p.59) an exploratory research is a valuable means of finding out; what is happening, to seek new insights, to ask questions and to assess phenomena in a new light. It is particularly useful if clarify the problem. Saunders et al., (2007) described that exploratory research can be linked to the activities of the explorer and great advantage is that it is flexible to change the direction as a result of new data. Typical techniques used in exploratory research include case studies, observation and historical analysis, which often does not provide any conclusive answers but gives guidance for future research.

 

According to Saunders et al. (2003) exploratory research is suitable for new studies and useful for clarifying understanding of the findings of the research question. Where the researcher are adapted this research and clarify the understanding about the diversity issue; and enable to compare and contrast the findings from the literature review.

 

3.5.2 Descriptive Research

Robson (2002) defined the main objective of descriptive research is to depict an exact profile of a situation, incident or a person. This may be an extension of a piece of exploratory research. It is necessary to have a clear image of the phenomena on which one desire to gather data before the collection of data. Sometimes this research is known as archival analysis, are intended for answering the questions e.g. who, where, how many and how much. Descriptive research design is beneficial when the research goal is to describe the incidence of a phenomenon. It tends to favor survey strategies or the use of archival records, (Yin, 2003).

 

3.5.3 Explanatory Research#p#分頁標題#e#

Explanatory research that establish is causal relationships between variables. It deals with studying or investigating a situation or a problem in its entirety that connection between two or more variables involved. In this research can use the data to statistical tests such as correlation in order to get a clear view of the relationship and this often used when one is interested in having insights into a certain problem, (Saunders et al., 2007).

 

3.6 Research Technique

 

The various techniques are used in the research but it can be eminent between two main categories, which are: 1) Quantitative research and 2) Qualitative research.

 

3.6.1 Quantitative Research

Quantitative research is focuses on gathering numerical data and generalising it across groups of people. It is more objective and scientific than qualitative data. It involves the implication that what is being researched can be quantified and measured, (Lancaster, 2005). Where Ghosh & Chopra (2003) described that quantitative research is number-based or can be expressed numerically as well as classified by some numerical value. Where in this data collection method is use well structured questionnaire.

 

3.6.2 Qualitative Research

According to Lancaster (2005) qualitative research is common in social and behavioural sciences and who want to understand human behaviour and functions. It is more subjective and involves information that cannot be numerically analysed; for example- social sciences. That is to say, the reality is relative to time, situation, location, culture and value of a society. Where, the purpose of research is aimed to understand the human nature and behaviour.

 

The researcher is used qualitative technique in this research because this technique provides useful methods for exploring and examining organisational procedures such as diversity. Qualitative research to data collection and analysis can give the flexibility required for attaining an in-depth understanding of individual employee experiences of working with different culture people and relationship.

 

3.7 Methods of Data Collection
 

Data collection method is an important stage of the research and must be well planned. In order to plan and organise data collection thoroughly of the various types of data depending on different approaches, methods and techniques of data collection is considerably required. In this research data comes in various forms, which can be secondary data for literature review and primary data from questionnaire, in-depth interview and main sampling conducting the qualitative research.

 

3.7.1 Secondary Data

Saunders et al., (2007, p.246) state that secondary data means the data that already exists because it has been collected previously by other researchers for some other purposes. It includes both raw data and published summaries. Most of the company collect internal and external records like payroll details, copies of latter, meetings, daily newspapers article, journals, internet, and official statistics and companies share prices. Secondary data will be collected from relevant books, library sources, journals, magazines, newspaper articles, company's data and the internet which will be used in literature review. It has some advantages which are time and cost is saving. Secondary data include of both quantitative and qualitative data and can be used in both explanatory and descriptive research.#p#分頁標題#e##p#分頁標題#e#

 

3.7.2 Primary Data

According to Aaker et al. (1997) primary data is collected for the first time for the research. Primary data gathering is required when the researcher is not able to find the statistics which related with in the secondary sources. So primary data means the data that is able to be collected by the researchers themselves through a variety of data collection methods and techniques (Lancaster, 2005), which is questionnaire, in-depth interview and main sampling.

 

3.7.2.1 Questionnaire

Questionnaire is widely used and valuable means of data collection. It facilitates the collection of data. Questionnaire can be divided into self-administered and interview-administered. The questionnaire used in this research is the combination of closed ended and open ended questions. Closed ended questionnaire will be given to the particular focus group in order to collect data. These kinds of questions are easy to put into a table or chart and analysis, (Saunders et al., 2007).

 

In this research the questionnaire was deeply to do the research more effective and efficient, and copies of the questionnaires are included in the Appendix. The questionnaire survey was conducted among the employees and the branch manager of Tesco Metro (Whitton, Branch) London outlet.

 

3.7.2.2 In-depth Interview

Respondent will be taken interview for a protracted period in order to explore topics, issue and responses in some depth. The interview will be structured instead of semi-structured (Saunders et al., 2007). Semi-structured or focused interviews are often used in case study research; in that case the researcher schedules interviews with people who passes relevant information on the case issues and follows particular structures in order to collect information. The researcher observes or records the behaviour of the people in the social setting and may collect additional evidence through formal or informal interviews.

 

3.7.2.3 Main Sampling

A sample is a small proportion of the population. Main sample of this study will be managerial level and employees from selected organisation Tesco Metro (Whitton, Branch) London outlet; where working with colleagues made it easier to access the data.

 

Sampling is a survey-based research where researcher needs to analysis the sample about population to answer the research questions and meet the research objectives, (Saunders et al., 2007). Probability sampling and non probability sampling will help the study to evaluate and improve the research works which reflects clarity and easily understandable to the respondent. Probability sampling refers to the probability of choosing respondents within the total population. Whereas non probability sampling denotes that there is no probability that the respondent will be selected within the total population. And non-probability sampling is more frequently used for case study research, (Bryman & Bell, 2003).#p#分頁標題#e##p#分頁標題#e#

 

3.8 Ethical Statement

 

The ethical issues are arising in relations between researchers and research participants in the course of an investigation. This focus by no means exhausts the range of ethical issues and dilemmas that arise in relation to the funding of business research or how findings are used by non-researchers. Ethical standards also require that researchers not put participants in a situation where they might be at risk of harm as a result of their participation, (Bryman & Bell, 2003).

 

In this research, the participants will take part voluntarily and are informed of the research aim and objectives. All personal details of participants will be kept in privacy being be stored separately from the findings and will not be disclosed within the dissertation. The recording permission will be asked for in advance, supportive participants in focus groups that their identities remain safe. The research is not for commercial use.

 

3.9 Research Reliability and Validity

 

According to Bryman & Bell (2003, p.14) reliability is concerned with the question of whether the results of a study are repeatable. The term is commonly used in relation to the question of whether the measures that are devised for concepts in business and management are consistent. Which data collection techniques will give consistent findings, related observations would be made by other researchers and how sense was made from the raw data. Saunders et al., (2007) validity is the extent to which data collection methods accurately measure what were intended to measure. Yin (2003, p.57) stated that there is three different strategies to increase construct validity. The first is the use of multiple sources of evidence during the data collection. The second is to establish a chain of evidence. And the third is to have draft experimental data reviewed by key information. So during the data collection, researcher has conducted an interview to use documents. In that case to create strong chains of evidence researcher has made citations to all the sources where evidence has been collected. At last, researcher's supervisor has check and improved the drafts as well as the interview and survey questionnaires before conducted the interview. Researcher has followed a structured approach in which every chapter, from introduction to conclusion is easy to read and reliable to use in future research.

 

The following chapter will provide the research findings, the interpretation of the findings and the literature reviewed previously. The dissertation then ends with a conclusion in the last chapter.