CHAPTER 3 : Research Methodology

____________________________________________________________
3.1 Introduction:

This is a set of systematic

technique used in research. This
simply
means a guide to research and
how it is conducted. It
describes and analysis methods,
throws
more light on their limitations
and resources, clarify their pre-
suppositions and consequences,
relating their potentialities to the
twilight zone at the frontiers of
knowledge.
5
3. To face a challenge
4. To solve a problem
5. To get Intellectual Joy
6. To Serve Society by
increasing Standard of living
for Science and technology and
by
showing right path to society in
case of social and behavioural
Sciences.
Qualities of Good Research
A good research method should
lead to
i Originality/ Novelty
ii Contribution to knowledge
iii Significance
iv Technical soundness
v. Critical assessment of existing
work
Igbokwe,(2009)
1.3 Research methodology: This
is a set of systematic technique
used in research. This simply
means a guide to research and
how it is conducted. It
describes and analysis methods,
throws
more light on their limitations
and resources, clarify their pre-
suppositions and consequences,
 relating their potentialities to the
twilight zone at the frontiers of
knowledge
Research Methodology is a set of structured techniques used in research. It basically defines a guide
to the research and how it is conducted. It also defines the examination methods, show their
limitations and resources, describe their assumptions and consequences, relating the potential
outcome of the research to the relatable means. (Chinelo Igwenagu 2016). O’Leary (2004) describes
research methodology as the structure which is linked with a particular bundle of prototypical
assumptions that we will use to conduct our research. Allan and Randy (2005) describe two criteria’s
which should be fulfilled while conducting a research:

Firstly, the methodology should be the most suitable one to achieve objectives of the research.

Secondly, it should be made possible to replicate the methodology used in other researches of the
same nature.

The research methodology is important to understand the suitable method for the chosen problem
and to decide the accurate order of conducting a research to extract accurate result. It is also used to
determine the efficiency of the research.

3.2 Types of Research:

i. Quantitative Research: It describes, infers, and ressolves problems using numbers. Emphasis
is placed on the collection of numerical data, the summary of those data and the drawing of
inferences from the data.
ii. Qualitative Research: It is based on words, feelings, emotions, sounds and other non-
numerical and unquantifiable elements. It has been noted that “information is considered
qualitative in nature if it cannot be analyzed by means of mathematical techniques. This
characteristic may also mean that an incident does not take place often enough to allow reliable
data to be collected
iii. Exploratory Research: Exploratory research is defined as a research used to investigate a
problem which is not clearly defined. It is conducted to have a better understanding of the
existing problem, but will not provide conclusive results. For such a research, a researcher starts
 with a general idea and uses this research as a medium to identify issues that can be the focus
for future research. An important aspect here is that the researcher should be willing to change
his/her direction subject to the revelation of new data or insight. Such a research is usually
carried out when the problem is at a preliminary stage. It is often referred to as grounded theory
approach or interpretive research as it used to answer questions like what, why and how.

Exploratory research might involve a literature search or conducting focus group interviews.
The exploration of new phenomena in this way may help the researcher’s need for better
understanding, may test the feasibility of a more extensive study, or determine the best methods
to be used in a subsequent study. For these reasons, exploratory research is broad in focus and
rarely provides definite answers to specific research issues. It is loosely organized in design and
it is analytical and flexible in nature.

iv. Conclusive Research: It is well framed and organized in design and it try to give final and
conclusive answers to the research problems. It have a formal and definitive methodology that
needs to be followed and tested. The outcomes of these researches are significant because they
have theoretical as well as practical implications. .

3.3 Research Methodology Used: Causal research is used in this study and it is also known
as explanatory research and it is conducted in order to identify the extent and nature of cause-and-
effect relationships. Causal research can be conducted in order to assess impacts of specific changes
on existing norms, various processes etc. Causal studies focus on an analysis of a situation or a
specific problem to explain the patterns of relationships between variables. Experiments are the most
popular primary data collection methods in studies with causal research design.

Let's look at the first word: causal. The root of this first word is cause. In order to produce
something, there must be some type of cause to the situation, or there must be a reason why
something is happening (referred to as the outcome). Now, keep this in mind as you look at the
second word.

The second word is 'effect.' 'Effect' is usually brought on by a cause. Therefore, causal effect means
that something has happened, or is happening, based on something that has occurred or is occurring. 

The presence of cause cause-and-effect relationships can be confirmed only if specific causal
evidence exists. Causal evidence has three important components:

 The cause must occur before the effect.

  The variation must be systematic between the two variables.
 Any relationship between a cause and an effect must be true and not simply due to other
variable. In other words, there should be no third factor that relates to both, cause, as well as,
effect.
3.4 Sampling Technique:
Convenient Sampling: It is a kind of non-probability sampling in which sample is taken from
peoples who are easy to reach or contact. Convenience sampling is a type of sampling where the first
available primary data source will be used for the research without additional requirements.
Researchers use various sampling techniques in situations where there are large populations. In most
cases, testing the entire community is practically impossible. Researchers use convenience sampling
in situations where additional inputs are not necessary for the principal research. There are no criteria
required to be a part of this sample. Thus, it becomes incredibly simplified to include elements in this
sample. All components of the population are eligible and dependent on the researcher’s proximity to
get involved in the sample.
In situations where time is a constraint, many researchers choose this method for quick data
collection. The money and time invested in other probability sampling methods are quite large when
compared to convenience sampling. Low cost is one of the main reasons why researchers adopt this
technique.
Bias is the most significant criticism of convenience sampling. The data gathered from convenience
sampling does not accurately represent the entire population. When making inferences about the
entire population, a more sophisticated sampling method must be applied. Convenience sampling
leads to the low validity of the study thus cause limitation in generalization.

3.5 Sample size:

The sample size is a term used in market research for defining the number of subjects included in a
sample size. By sample size, we understand a group of subjects that are selected from the general
population and are considered a representative of the real population for that specific study.

 Formula Used:

N= Population size

e = Margin of Error

z = standard deviation

 Margin of Error:  A percentage that tells you how much you can expect your survey results
to reflect the views of the overall population. The smaller the margin of error, the closer you
are to having the exact answer at a given confidence level.
 Calculation of sample size:

N=5000

e = 5%

z = 90%

By putting these values in the above formula we get,

Sample size=259

3.6 Statistical Tool: Multiple Regression is used as a statistical tool in this research. Multiple
regression is a statistical analysis that is used to compare the relationship of two factors or trends to
determine the correlation, if any, between the two. Regression formulas are typically used when
trying to determine the impact of one variable on another. Typically the regression formula is ran by
entering data from the factors in question over a period of time or occurrences.

It is also known as Multiple Linear Regression. The goal of multiple linear regression (MLR) is to
model the linear relationship between the explanatory (independent) variables and response
(dependent) variable.

A simple linear regression is a function that allows an analyst or statistician to make predictions
about one variable based on the information that is known about another variable. Linear regression
can only be used when one has two continuous variables—an independent variable and a dependent
variable. The independent variable is the parameter that is used to calculate the dependent variable or
outcome. A multiple regression model extends to several explanatory variables.

The multiple regression is based on the following assumptions:

 There is a linear relationship between the dependent variables and the independent variables.
 The independent variables are not too highly correlated with each other.
 yi observations are selected independently and randomly from the population.
 Residuals should be normally distributed with a mean of 0 and variance σ.

There are two advantages associated with this model are:

 The first is the ability to determine the relative influence of one or more predictor
variables to the criterion value. 
 The second advantage is the ability to identify outliers, or anomalies. 
3.7 Response Biases: It is defined as the wide range of tendencies for participants to respond
inaccurately or falsely to questions. Response biases can have a large impact on the validity of the
questionnaire. Because of response bias, it is possible that some study results are due to a systematic
response bias rather than the hypothesized effect, which can have a profound effect
on psychological and other types of research using questionnaires or surveys. Because of these biases
it is possible that few outcomes of the research are due to an organized response rather than the
hypothesized effect, which can have a large effect on the psychological and other types of researches
using questionnaires.

Kind of Biases present in the Questionnaire and how we overcome them:

 Acquiescence bias: which is also referred to as "yea-saying", is a category of response bias

in which respondents to a survey have a tendency to agree with all the questions in a measure.
This bias in responding may represent a form of dishonest reporting because the participant
automatically endorses any statements, even if the result is contradictory responses.

In order to avoid this response bias in this study we didn’t asked questions that imply there is
a right answer. But we focused on getting respondent’s point of view by asking real questions
rather than just agreement or disagreement with an already predefined statement.

 Demand Characteristics: Demand characteristics refer to a type of response bias where

participants alter their response or behavior simply because they are part of an
experiment. This arises because participants are actively engaged in the experiment, and may
try to figure out the purpose, or adopt certain behaviors they believe belong in an
experimental setting.

In order to avoid this kind of response bias we made our surveys as engaging and interactive
as possible so as to make our respondents omit the reality fact that they are being part of the
research.

 Extreme Responding: Extreme responding is a form of response bias that drives respondents
to only select the most extreme options or answers available. The respondents are often
biased to choose only the most extreme options on the scale. This response bias is majorly
present in our study as we are using Likert scale in this research.

In order to avoid this bias we conducted our survey online and not given by a specific person.
People are more likely to respond in the extreme when they are afraid of being judged. An
anonymous online survey should reduce extreme response bias.
 Social desirability bias: is a type of response bias that influences a participant to deny
undesirable traits, and ascribe to themselves traits that are socially desirable.  In essence, it is
a bias that drives an individual to answer in a way that makes them look more favorable to
the experimenter. This bias can take many forms. Some individuals may over-report good
behavior, while others may under-report bad, or undesirable behavior.

In order to minimize this response bias we made our survey anonymous and to some extent
made our questions separate from the topic.