This document outlines the key components of a research methodology, including research design, population and sampling, variables and hypotheses, data collection procedures, and plan of analysis. It discusses qualitative versus quantitative research approaches and different research strategies like exploratory, explanatory, and descriptive. The document provides examples of how these various elements would be described in a research methodology, such as stating the research is qualitative and exploratory in nature, using non-probability sampling and interviews for data collection, and employing content analysis for qualitative data analysis.

1. RESEARCH
METHODOLOGY
Dr. Sarah Wali Qazi

2. Contents in the Research
Methodology
■ 2.1 Research Design
■ 2.2 Population and Sample (Participants in case of
qualitative)
■ 2.3 Variables and Hypothesis
■ 2.4 Data Collection Procedure
■ 2.5 Plan of Analysis

3. 2.1 Research Design
Research Method
Mono Mixed
Research Strategy
Exploratory Explanatory Descriptive
Research Approach
Qualitative Quantitative Mixed Method

4. Qualitative versus Quantitative
Research
■ Purpose
– Exploring feelings, perception and experiences versus
investigating impact/effect/relationship
■ Small versus large samples
■ Broad range of questioning versus structured questions
■ Subjective interpretation versus statistical analysis

5. Research strategies
■ Exploratory (Pure Qualitative)
■ Explanatory (Pure Quantitative)
■ Descriptive

6. Research Choices
■ Mono-Method: Single Method
■ Mixed Method: Using Quantitative and
Qualitative Method

7. Research Design
■ This study is based on qualitative approach in
which exploratory strategy is used for exploring
the __________ phenomena. This is mono-
method study and will be conducted with the
help of interviews.

8. Population and Sampling Method
■ Sampling Method: Non-Probability Sampling
■ Population: The frame of the respondents from whom
you are intended to collect data
■ Sample: the portion of the population from which you
will collect data
■ Participants (Qualitative)

9. Hypothesis and Variables (For
Quantitative only)
■ Hypothesis: statement that reflect the relationship
between the variables for e.g
– There is significant relationship between the consumer
buying behavior and brand loyalty
– If employees motivation increases from the
organization then it will effect the company
performance
– There is strong correlation between the reward system
and employee retention
■ Variables: Highlight the independent and dependent

10. brand
equity
brand loyalty
brand
association
perceived
quality
brand
awareness

11. Data Collection Procedure
Instrument Method
Reliability Validity

12. Plan of Analysis
■ Statistical Analysis for Quantitative: Regression and Correlation
■ Subjective Analysis for Qualitative: Content Analysis
■ Descriptive Analysis for Qualitative and Quantitative: Frequency
Distribution, Cross tabulation, and Descriptive Statistics (Mean,
Median, and Mode)

13. Thank you

14. ■ In the 6th class, all you need to come up with the Research Proposals and the
session will be the meeting session.