METHODOLOGY 1.0. INTRODUCTION The chapter discusses the tools and techniques which can be used to conduct research to achieve the objectives of the study. The research will use both the qualitative and quantitative research methodologies. This chapter includes research design used, population, and sample size, sampling techniques, data collection procedures and how data was analysed. The chapter also discusses the research techniques, instrumentation, population, strength, weakness of the research.
Research means search for facts, answers to questions and solutions to the problem. It is a purposive investigation and an organized inquiry. It seeks to find an explanation to an unexplained phenomenon to clarify the doubtful facts and to correct the misconceived facts. The term ‘Research’ should be used in a technical sense as an academic activity. (C.R Kothari, 2009 ) According to Clifford Woody Research consists of: • Defining and redefining problems.
Some of the classifications are as follows: • Discriptive and Analytical Research: descriptive research studies are designed primarily to describe what is going on or what exist. In analytical studies the researchers analyzies the available facts and information and make a critical evaluation. • Quantitative and Qualitative Research: Quantitaive research is based on quantitative data. It is applicable to situations that can be expressed in terms of quantity. Qualitative research is concerned with subjective assessment of attitidues,opinions and behavior.
The purpose of research is to solve the problem or to contribute to its solution –by generating relevant evidences (Polit & Beck, 2016, P.69). Research questions are specific quarries researcher want to answer in addressing the problem. Research question guide the type of data to collect in a study. Researchers who make predictions about answers to research questions pose hypothesis that can be
This approach is relevant because the current study aims to determine the influence of relationship intention on satisfaction, loyalty and retention following service recovery through identifying relationships between variables and determining whether differences between groups (such as respondents with low, moderate and high relationship intentions) exist. Research can be carried out by means of either (or both) qualitative and quantitative research. It is common practice to use qualitative research to support quantitative research (Bahl & Milne, 2006:217; Zikmund & Babin, 2010:132). Qualitative research involves observing what people do and say, is a form of systematic empirical enquiry into meaning, and is used for gaining insight into a specific domain from a small group of individuals (Burns & Bush, 2006:202; Parasuraman, Grewal & Krishnan, 2007:178; Shank, 2006:4). Quantitative research, on the other hand, is defined as the use of structured questions in which the response options have been predetermined and the primary data is collected from a large number of individuals.
Overview of Qualitative Research Qualitative Research is mainly about exploratory research. It is used to gain an in-depth understanding of underlying reasons, opinions, and motivations. Qualitative research is also used to discover the patterns of thought and opinions, and explore deeper into the problem. Qualitative data collection methods are vary using unstructured or semi-structured techniques. Some common methods include focus group, individual interviews, and participation/observations.
Theory constitutes of The building of grounded theory revolves around analytical procedures in qualitative research Strauss and Corbin use the term theorizing to describe the process of theory production. “theorizing is work that entails not only conceiving or intuiting ideas (concepts) but also formulating them into a logical, systematic and explanatory scheme” (Strauss and Corbin 1998, 21). For a qualitative research, the notion
The research process starts with asking at least one question about a specific phenomenon of interest, the research question will help a researcher to direct attention, thoughts, efforts, in deciding on the most suitable approach to answer the question and then make sense of the phenomenon of interest (Saunders, Lewis, & Thornhill, 2009). To ensure that others appreciate the results of the research, a researcher needs to explain the philosophical approach that has been used in answering the research question that in essence helps to validate the research outcome (Saunders, Lewis, & Thornhill,