Quantitative Research Methodology Summary

Chapter 3: Research Methodology

3.1 Introduction

Both qualitative and quantitative research methods, also known as interpretivism and postivism approaches were utilised to a greater extend in researching this article (Mc Leod, 2008). This created a stable and well-rounded approach to the investigation. Qualitative research aims to gather an in-depth understanding of human behaviour and the reasons that govern such behaviour (Denzin, et al. 2011). Broad questions were asked in order to discover possible themes and patterns. Quantitative research provides the connection between observation and mathematical expression (Given, 2008). Mathematical unbiased theories regarding sugar consumption levels were established and could then be tabulated

A rounded approach was put into place and a broad view upon the topic of sugar in the daily diet was investigated. This selection best suited the research objectives of this article, as confidence could then be placed in the findings. When utilising a single research method it can greatly limit a study as only one aspect is examined. This can more often than not, require further investigation, confirming the thought that triangulation is the correct methodology to take when approaching the study into sugar

They each host an important meaning and place in the investigation, as without their presence the exploration field could be compromised or become invalidated as the method taken was rendered not fit for the intended purpose. Further it is outlined that the study should cause non harm to participants. A voluntary participating audience is allowing a direct viewpoint into their lives and so should not feel vulnerable as a result of this exposure. Confidentially and security of the volunteers should be upheld and reinforced throughout the investigation. The thought that they are part of a social experiment and examination and are in line for subjection to scrutiny and judgement could perhaps make the participants feel insecure. The concept of whether they are aware or unaware that they are divulging such personal details about their lives which could host a direct correlation to their health, needs to be given thought. The importance and the severity regarding confidentially among participants is key. They should be provided with the assurance that they will not be subjected to backlash and criticism as a result from helping with the findings of the study. It was this ethical custom that was practiced in this