Understanding Research Methodology

Introduction

Research methodology is considered as procedure or models which are used by researchers to recognize outputs of research issues and attain research aim and objectives (Richie & Lewis, 2003). This study will also present explanations regarding the study with elements justification which possess research philosophy, data analysis dissertation help data analysis, research methods, research designs as well as data collection tool and techniques. Besides this, section will explain ethical consideration which has demonstrated the procedures which are assumed to reserve ethical principle of research.

Research Philosophy

It is termed as an explanation of assumption which is linked with the source and nature of data gathered. Research philosophy are of four types namely positivism, interpretivism, realism, and pragmatism philosophy. The positivism philosophy is linked directly with the positive knowledge regarding the natural phenomenon as well as make the usage of scientific approach through mathematical and statistical data to find the research findings (Saunders & et al., 2009). Interpretivism research philosophy is philosophy that uses diverse approaches for research’s investigation. Realism philosophy, on the contrary, is like positivism and is linked with scientific inquiry.

Since, the aim of this study is to analyze the impact of social media on the brand equity of product and customer intention in Network Marketing company Biovital in Indonesia, this study will use positivism philosophy. The implementation of positivism philosophy helps the researchers to draw a hypothesis concerning the underlying research question and phenomenon. This philosophy is used as it is flexible than interpretivism and is also considered as bottom-down approaches that assist in making the study effective. Moreover, since this research is related to numerical data so this philosophy will give focus on philosophy which assists in dealing with quantitative research study.

Research Approaches

The research approach is the plan or procedure, which includes steps to make assumptions to attain detail knowledge of data collection, interpretations and analysis (Creswell, 2013). There are two types of research approaches which includes deduction and induction. The inductive approach is approach where data is gathered, and there is development of theory (Saunders & et al., 2009). The deductive research approach possesses testing existing theory linked with empirical observations (Panneerselvam, 2014). This approach also helps the researcher to search for statistical testing with a certain probability level. The deductive approach is aimed at the testing theory and begins with a hypothesis and is associated with quantitative research.

The aim of research is to analyze the impact of social media on the brand equity of product and customer intention in Network Marketing company Biovital in Indonesia so this study will use deductive approach. This approach will help the research to appropriately solve contentions by giving a detail explanation of facts regarding the chosen problems of research. In addition to that, the deductive approach’s implementation has also helped researchers to encourage the learning process regarding different research guidelines and principles. Hence, the deductive approach selection in this research plays a major role in gathering relevant facts and expand knowledge regarding research principles and paradigms.

Research Methods

It is the techniques and process being utilized in data collection and for analysis to uncover new information and better understand the topic (Creswell, 2013). There are three research methods types that are applied by the researcher at the time of conduction of research studies. These include qualitative, quantitative and mixed methods. Qualitative research methods are linked with a naturalistic and interpretative approach, which makes the usage of textual data which are gathered using interviews and focus groups (Saunders & et al., 2012). Quantitative research methods are methods that possess investigation of research problems and issues. It possesses numerical data which are collected using survey, experiments as well as observation (Panneerselvam, 2014). The mixed research methods, on the contrary, use both qualitative and quantitative approaches in order to attain the required results.

This research study has made use of quantitative research study to analyses analyze the impact of social media on brand equity of product and customer intention in Network Marketing company Biovital in Indonesia. This method was used as statistical data were the priority of this research. This method was used to investigate research issues and problems and was also suitable for research studies that deal with the formulation and testing of the hypothesis. The findings attained from a quantitative research study are further quantified and thus could be verified. Although the quantitative research study is applied in this study, it is considered time-consuming.

Research Strategies

The research strategy is effective methods that assist in ensuring whether suitable resources are available to carry research study within time zone (Crowther & Lancaster, 2009). The research strategy is being divided into various forms namely surveys, experimental, interviews, and case study research, to attain a prerequisite of research study. Case study analysis gives focus on an in-depth investigation of a single case or a smaller number of cases. Qualitative interviews, on the other hand, possess qualitative interviews such as structured, semi-structured as well as unstructured methods. Interview permits in accessing rich information and requires extensive planning. The survey is another method that is used in business research and gets access to a higher number of participants (Blaxter, Hughes, and Tight, 2006). Since, the aim of this study is to analyze the impact of social media on the brand equity of product and customer intention in Network Marketing company Biovital in Indonesia so this study will make use of quantitative survey.

Data Collection

It is essential aspect linked with conduction process at the study of research (Crowther & Lancaster, 2009). Two data sources include secondary sources and primary sources to collect relevant data. Secondary data are already existing data which collect by others and used by the researchers (Blaxter, Hughes and Tight, 2006). Primary data are the firsthand data which collect data directly by the researcher. It helps in providing updated data regarding the research problem and issues which are being considered in this study.

This study had made usage of both primary and secondary data sources. Accordingly, secondary data that are highly useful are collected through books, journals, and articles. Google scholar search engine had been used to attain surety that searches are relevant. The purpose of making use of this data was to acknowledge the topic and direct study in the right direction to attain the appropriate result. Primary data are collected using survey. The survey was conducted with a member of Network Marketing Company Biovital in Indonesia to attain valuable responses from participants regarding the impact of social media on the brand equity of products and customer intention in their company. This strategy is found suitable as it was cost-effective and suitable for the collection of larger responses from different participants.

Sampling

The aim of this study is to analyze the impact of social media on the brand equity of product and customer intention in Network Marketing company Biovital in Indonesia, so the survey was conducted with 100 employees. All the samples were selected through convenience sampling were participants were selected as per geographical proximity, willingness to participate as well as easy accessibility.

Data Analysis

This research has gathered primary and secondary data wherein primary data were collected by survey and secondary data are gathered through the analysis of secondary sources. In this research, secondary data were analyzed using content analysis methods, whereas correlation technique was used to analyses survey results (Biggam, 2008). Moreover, all the calculations, as well as analysis, were run through SPSS software. Thus, all the collected data were evaluated and analyzed effectively to attain the required results.

Ethical Consideration

Research ethics possesses higher importance in research study. It is essential to give attention to preserve principle of ethics for researchers during the conduction of research study. Research ethics is seen more important in social science research as human beings are known to be an essential variable of the study. This is the reason that major efforts are given on ensuring that a higher level of ethical consideration is made throughout the process of research (Sallee & Flood, 2012). Principle of research ethics has been preserved in this research study. Moreover, each of the respondents who are involved was being communicated regarding research aim and objectives. Participants were tackled as well as communicate effectively and none of the complaints regarding misbehave arrived in the whole study.

Research Limitation

This research study has used steps to attain effectiveness. However, there are numerous limitations which were tackled by researchers at the time of performing research study. The paid sources are major limitation which is attained in this study. It is limitation as researcher had to pay a larger amount of money to collect data concerning research study. It was difficult for the researcher to give money in the collection of information linked with research study and thus, the researcher face issues in research, and quality was also minimized.

References

Allwood, C. M., 2012. The distinction between qualitative and quantitative research methods is problematic. Qualitative & Quantitative, 46, 1417–1429.

Biggam, J., 2008. Succeeding with Your Master’s Dissertation: A Step-by-Step Handbook. Basingstoke: Palgrave.

Blaxter, L., Hughes, C. and Tight, M., 2006. How to Research (third edition). Buckingham: Open University Press.

Creswell, J. W., 2013. Research design: Qualitative, quantitative, and mixed methods approaches. London: Sage publications.

Crowther, D., & Lancaster, G., 2009. Research Methods A concise introduction to research in management an Oliver, P., 2003. The Student’s Guide to Research Ethics. Maidenhead: Open University Press.

Panneerselvam, R., 2014. Research Methodology. New Delhi: PHI Learning Pvt. Ltd.

Richie, J. & Lewis, J., 2003. Qualitative Research Practice: A Guide for Social Science Students and Researchers. London: Sage.d business consultancy. (2nd ed.). Oxford: Elsevier Butterworth-Heinemann.

Sallee, M. W. & Flood, J. T., 2012. Using Qualitative Research to Bridge Research, Policy and Practice. Theory into Practice, Vol. No. 51, No. 2, pp. 137-144.

Saunders, M. & et al., 2009. Research Methods for Business Students. New Jersey: Prentice Hall.

Saunders, M. & et al., 2012. Research Methods for Business Students 6th edition. New York: Pearson Education Limited.

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