The Importance Of Methodology In Research

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3. Methodology

3.1 Introduction

The purpose of this chapter is to outline the methods used in the gathering of data to answer the dissertation question. Limitations of the method, a description of the research tools and why it is being undertaken will be discussed. Research can be defined as “a systematic and organised effort to investigate a problem that needs a solution and encompasses the process of inquiry, investigation, examination and experimentation” (Sekaran 1992, p.4). Methodology is required to answer the research question and fulfil the objectives of the study.

Social sciences are mostly associated with qualitative research as opposed to a quantitative approach. According to Bryman (2012), quantitative research focuses on measurement,
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Secondary research can assist in the overall development of a research project (Malhotra 2009). According to Rugg and Petre (2006), secondary research is a quick and cost effective way of securing information about a given subject. It consists of gathering, understanding and processing the work of others. However, a primary approach was adopted as it may benefit and encourage future studies in the drinks and gambling…show more content…
Bryman (2012) asserts that a focus group uncovers the participants experience of a particular subject area. Furthermore, focus groups have been intensely used in cultural and media studies. Audience reception has formed the basis of many focus groups and market research. It can be defined as “how audiences respond to television and radio programmes, films, newspaper articles, and so on” (Bryman 2012, p.503). Television advertisements can also be incorporated into audience reception analysis for the purpose of this study.

The advertisements will be understood and interpreted differently by the various age categories within the focus group. According to Bryman (2012, p. 503), “meaning does not reside solely in the programmes but also in the way in which they are watched and interpreted”. Participants were selected from varying professions and social backgrounds to provide a wider scope of knowledge. The researcher can obtain information as to why the participants express opinions. The group are free to probe each other for their reasons behind conveying beliefs and opinions. There is an element of unpredictability involved in focus groups as participants may modify their views when hearing the views of others. Furthermore, a wide variety of views can be extracted in a group environment (Bryman

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