Chapter 3: METHODOLOGY

Ms. Christy Loida E. Legad, LPT, MA

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 What is research methodology?

• It discusses and explains the data collection and analysis methods

you used in your research. It explains what you did and how you did
it, allowing readers to evaluate the reliability and validity of your
research and your research topic.
• “Methodology is the philosophical framework within which the
research is conducted or the foundation upon which the research is
based” (Brown, 2006).

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Cont…

• O’Leary (2004, p.85) describes methodology as the framework which

is associated with a particular set of paradigmatic assumptions that
we will use to conduct our research. Allan and Randy (2005) insist
that when conducting a research methodology should meet the
following two criteria:
• Firstly, the methodology should be the most appropriate to achieve
objectives of the research.
• Secondly, it should be made possible to replicate the methodology
used in other researches of the same nature.

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Parts (Phenomenology and Narratology)

• Method Used
• Sources of Data
• Data Gathering Instrument
• Population and Sampling Technique
• Procedure of the Study
• Ethical Considerations
• Data Analysis Technique

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Parts (Genre/Textual/Content Analysis

• Method Used
• Sources of Data
• Data Collection
• Procedure of the Study
• Trustworthiness
• Ethical Considerations
• Data Analysis Technique

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Start your Chapter 3 with an introduction of its
components.

Chapter 3

METHODOLOGY

This chapter presents the research method, research design, sources of data and the

population and sampling technique. This also describes the instrument used to collect the data, including

methods implemented to maintain validity and reliability of the instrument.

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Method Used
-A brief description of the method of research used in doing the
study. (e.g., quantitative, qualitative, or mixed methods, and the
design or approach).

In this part , these questions should be answered:

1. What is the research method used? How is it employed in your
study? What makes your study qualitative in nature?
2. What is your research design? How is it used in your research?
3. What approach did you use in the analysis of your data? Give a
simple description/explanation of its
appropriateness/relevance/significance in the analysis of data.
(Note: Answer ”why” is it appropriate/relevant not “how” will
you do the analysis because it will be in the Data Analysis
Technique.)

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Example 1:
Phenomenology/
Narratology
Example 2: Genre/Content/ Textual
This is a qualitative study of texts in a context of Philippine news editorials with
descriptive and interpretive analysis. Furthermore, this paper is qualitative by nature since it
involves transcribed data (Cole, 1988) and thorough analysis (Creswell 2009; 2013). This
approach does not simply count the words in the texts (Weber, 1990; Hsieh & Shannon,
2005) but aims to classify similarities of meanings, patterns, and themes (Budd, Thorp and
Donohew, 1967; Lindkvist, 1981; Mc Tavish & Pirro, 1990; Tesch, 1990) and does not only
rely on single data or source (Morrow, 2005; Maltarud, 2001; Yin, 2011; and Jacobs,
Sorensen, & Walker, 2013). Eventually, it undergoes the phases of preparation, organization
and reporting of the analysed data (Elo & Kyngäs, 2008).
In textual analysis, I made use of the paradigm of Hsieh and Shannon (2005), who
articulated three distinct approaches: conventional, directive and summative. The
conventional approach was used in codifying the move structures (Patton, 2005; Tong,
Sainsbury & Craig, 2007; Glesne, 2015). The directive approach was used in analyzing
move structures using the modified moves models of Bhatia (1993). Finally, the summative
approach was useful in analysis of the texts, especially in the identification of common
moves, the communicative purposes of modified move structures, and the modification,
conformity, and compatibility of move patterns to Bhatia’s model.

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Example 3: Genre/Content/ Textual
This ethnoliterary qualitative research employing semiotic analysis, aims to document and
analyze the contents and significance of the topic under study. This involves collection, documentation and
detailed exploration of data (Creswell, 2009) Berg, Lune and Lune, 2004; Polkinghorne, 2005; Bowen, 2009).
Similarly, this paper is qualitative in nature because it will use data, which include ritual chants
from shamans. Translations and analyses were verified by gatekeepers and experts to ensure truthfulness
(Hollway and Jefferson, 2000; Wengraf, 2001; Golafshani, 2003; Pillow, 2003; Creswell, 2013).
On the other hand, the content analysis employed will conform to theoretical approach of the
data (Cavanagh, 1997; Rosengren, 1981). This process has been defined by Hsieh and Shannon (2005) as
subjective interpretation of the content of the text (Patton, 2005; Tong, Sainsbury & Craig, 2007; Glesne,
2015) and the identification of its core meaning (Patton, 2002). Eventually it will undergo the phases of
preparation, organization and reporting of the analyzed data (Elo & Kyngäs, 2008).
In the analysis of the contents of the text, I will utilize the paradigm of Hsieh and Shannon (2005)
in which they articulated that this type of analysis involves three distinct approaches: conventional, directive
and or summative. These are useful during the course of content analysis. The conventional approach will
involve me to codify my analysis coming from the corpora. (Esterberg, 2002; Gambling, 2003; Corden &
Sainsbury, 2006; Creswell, 2013; Slavnic, 2013). Conversely, on the approach of directive, I will be governed
by the notions of Tolkien (1930) and Order of Signification (1957) in analyzing the documented data. Lastly,
the summative approach will guide me on the analysis of the texts, especially the ideological implication of
mythopoeic symbols as influenced by the society.
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Sources of Data
-Either primary or secondary.

Primary sources provide raw information and first-hand

evidence. Examples include interview transcripts,
statistical data, and works of art. Primary research gives
you direct access to the subject of your research.

Secondary sources provide second-hand information and

commentary from other researchers.

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Sources of Data

• The report should include

appropriate information on
the total population, the
sample and the sources of
evidences. How the problem
of missing data was handled
should also be reported. To
be valid, the investigation
must make use of exact and
complete primary and/or
secondary information.
Example 2: Sources of Data (Phenomenology and
Narratology)
Data collection was done through both secondary and
primary sources. Primary data sources included key informants for
the study. Data will be taken from the responses in in-depth
interviewing (KII) and focus group discussion (FGD) of twenty (20)
student-informants from Notre Dame of Kidapawan College-IBED.
Guest et al. (2006) indicated that in qualitative studies using
purposeful sampling, twelve (12) interviewees in KII and eight (8) in
FGD should be sufficient to achieve data saturation.
Secondary data covered different sources and provided
an essential preparation for the interviews. Secondary data helped
to cross-check official information, learn about major events,
technical details, historical decisions. They also supported the
exploring of particular responses during interviews.

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Example 1: Sources of Data (Genre/Content/Textual)
Data source is the location where the utilized data originate from. It may be
the initial location where data is born or where physical information is first digitized,
however even the most refined data may serve as a source, as long as another process
accesses and utilizes it (Maryadi, et al, 2011). In this study, primary sources will be
documented. These are the original data derived from your research endeavors. This
undertaking will directly analyze narrative techniques and social context of the films,
which entails analysis from raw information and first-hand evidence (Lee, 1994).
Additionally, the documentation source of data warrants authenticity,
reliability, and authenticity. In this context, this study will use and document ten (10) films.
Clarke and Braun (2014) stated 10-100 is a good number of corpora in textual or genre
analysis. This will be considered in determining the number of corpora. The films are
viewed closely via Netflix, the online paywalled video archives.
Secondary sources will be used to provide essential preparation for the
analysis of primary data in cross-checking off information and technical details regarding
mental disorders. These will also support the interpretation of the phenomenon (De
Gramont, 1990).

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Data-Gathering Instrument
(For Phenomenology and Narratology)

A detailed description of the adoption, construction, and

administration of instruments should be thoroughly
discussed, including the validity and reliability.
Instruments include tests, questionnaires, interview guides or
schedules, and the like.

-How will you formulate guide and probe questions from your
SOP?
-What is the process of formulation?
-What is the interviewing process?

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Example 1: Data-Gathering Instrument
(For Phenomenology and Narratology)

The main data gathering instrument in the study is guide

questions and probing questions crafted with verisimilitude in connection
with the objectives and purpose of the study. Personal interviews constituted
one of the most important and valuable sources of information (Dervin,
1983;). Anent, the researchers will formulate open-ended questions, which will
be validated by experts. Translations will be provided on the context of the
informants when necessary.
Semi-structured interviews will be used in data-gathering. These
combine pre-determined sets of open questions with the opportunity for the
interviewer to explore particular themes or responses further. Combining
elements of structured and unstructured interviews gives semi-structured
interviews the advantages of both: comparable, reliable data, and the
flexibility to ask follow-up questions.(Mahsun, 2007: p.250).

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Population and Sampling Technique
(only for Phenomenology and Narratology)

– A description of the population, sampling

technique used in determining the sample size,
how were they selected, and characteristics of the
sample.
– What sampling technique did you use?
– What criteria will you set to select your informants?

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Example 1: Population and Sampling Technique
(Phenomenology and Narratology)
Reid (2012) describes population as all units possessing certain
characteristics, which are of the interest of researchers’ study. Explicitly, population
can be understood as the targeted community or group of people which is involved
or selected by the researchers for their study. Specifically, the researcher employed
the purposive sampling method for the selection of the participants. Purposive
sampling refers to intentionally chosen sample according to the needs of the study.
This means the researcher selects participants because they have indicated their
willingness to participate in the study. Likewise, this strategy enables the
researcher to collect relevant and useful information for answering the research
question.
Subsequently for this study, the criteria set for the selection of
informants include (i) mentally sound (ii) single mothers, (iii) age group of 20-25,
(iv) residents of Brgy. Poblacion, Kidapawan City, and (v) self-sufficient and don’t
live with parents and relatives. Face-to-face and online interviews will be
conducted on participants’ preference.
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Data Collection
(For Genre/Context/Textual)
Data collection is the process of gathering and measuring
information on variables of interest, in an established systematic
fashion that enables one to answer stated research questions,
check assumptions, and evaluate outcomes.

The data collection component of research is common to all

fields of study including physical and social sciences, humanities,
business, etc. While methods vary by discipline, the emphasis on
ensuring accurate and honest collection remains the same.

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Example : Data Collection
Qualitative data collection involves setting the boundaries for the
study, collecting information through documents and visual materials, as well
as establishing the protocol for recording information (Creswell, 2014).
Anent, documentation is a data collecting technique which gets the
information from various sources or document which can be in form of letter,
picture, text, script, or masterpiece (Sugiyono, 2015).
Specifically, the ten (10) films under analysis are documented
through the following set of criteria: (i) released in South-East Asia, (ii)
written, produced, and directed by South-East Asian film screen writers,
companies, and directors respectively (iii) released in 2015 to present, (iii)
focused on mental disorders such as schizophrenia and multiple personality
disorders, and (iv) involved teenage characters.

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cont…

Data will be generated from the documents through

thorough selection of the corpora based on criteria,
understanding the correlates and theories of mental
disorders, close viewing the films, noting trends in the
patterns that emerged in the course of the research, and
categorizing (Marshall, 2006).

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Procedure of the Study
• The techniques, devices, and procedures followed in
conducting the study should be explained in complete
detail. Start with data-gathering.
• Remember that this section tells the reader what was
done, and it was done. Any error or weakness in the
procedures that has been discovered during the
conduct of the research should be pointed out, and
any consequent limitations upon the research results
should be fully noted

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 Before we will conduct this study, we will inform the target informants online
on the objectives of the study. We will read and will explain the consent-to-participate
form to the informants, and then we will send it to them to accord their electronic
signature. Upon their approbation, we will set the date for the conduct of the interview
and focus group discussion. The informants’ electronic signature will be the proof that Example 1
they will participate in the study.
During the conduct of the study, we will utilize the time allotted for the
online interview and discussion. In addition, for the informants’ comfort, we will ask for
their permission to use audio/video recorders as our instruments. Netiquette will be
applied during the interview. After which, the transcription of their responses from the
audio recorder will follow. The responses of the informants will be transcribed.
Transcription is the central practice of the qualitative research, in which every utterance is
captured in as much detail as possible, and/or denaturalize in which grammar is
corrected, interview noise is removed and nonstandard accents are standardized
(MacLean, Meyer & Estable, 2004; Oliver, Serovich, & Mason, 2005; Davidson, 2009).
Further, the responses of the informants will be transcribed in a verbatim
manner and translated to English. After which, the experts in language will authorize the
truthfulness and verisimilitude of the transcription together with the audit trail. The audit
trail will help to establish the credibility of qualitative studies and will serve to convince to
the scientific community of their rigor and substantiate trustworthiness (Rodgers, &
Cowles, 1993; Wolf, 2003). Thematic analysis will be employed. Results will be triangulated,
and presentation of the results will follow

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Trustworthiness
(Genre/Content/Textual)

• Trustworthiness is one way researchers can persuade

themselves and readers that their research findings are
worthy of attention.
• Lincoln and Guba (1985) rely on four general criteria in
their approach to trustworthiness. These are
credibility, transferability, dependability, and
confirmability. We consider each of these factors and
add perspectives from others who have written on
trustworthiness in qualitative research.
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Trustworthiness
(Genre/Content/Textual)
• The researcher should explain how each of the following is
employed in the study:
1. credibility
Guba and Lincoln (1989) claimed that the credibility of a study is
determined when coresearchers or readers are confronted with the
experience, they can recognize it. Credibility addresses the “fit” between
respondents’ views and the researcher ’s representation of them (Tobin &
Begley, 2004)
2. transferability
Transferability refers to the generalizability of inquiry. In
qualitative research, this concerns only to case-to-case transfer (Tobin &
Begley, 2004). The researcher cannot know the sites that may wish to
transfer the findings; however, the researcher is responsible for providing
thick descriptions, so that those who seek to transfer the findings to their
own site can judge transferability (Lincoln & Guba, 1985).
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Trustworthiness
(Genre/Content/Textual)
• The researcher should explain how each of the following is employed in the study:
3. dependability
To achieve dependability, researchers can ensure the research process is logical, traceable, and
clearly documented (Tobin & Begley, 2004). When readers are able to examine the research
process, they are better able to judge the dependability of the research (Lincoln & Guba, 1985).
One way that a research study may demonstrate dependability is for its process to be audited
(Koch, 1994), which will be discussed in further detail below.
4. confirmability
Confirmability is concerned with establishing that the researcher’s interpretations and findings
are clearly derived from the data, requiring the researcher to demonstrate how conclusions and
interpretations have been reached (Tobin & Begley, 2004). According to Guba and Lincoln
(1989), confirmability is established when credibility, transferability, and dependability are all
achieved. Koch (1994) recommended researchers include markers such as the reasons for
theoretical, methodological, and analytical choices throughout the entire study, so that others
can understand how and why decisions were made

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 To realize its intent, I will employ Lincoln and Guba’s (1985) work on the assessment of
truthfulness in a qualitative report study that includes credibility, dependability, transferability and
confirmability. I will address credibility of the study through adoption of well-established research
methods and incorporation of correct operational procedures of the concepts being studied (Yin, 1994; Example 1
Dervin, 1983). Further, I will extract the corpora and the different moves as prescribed by fundamental
theories. These will be analyzed thoroughly to present the truthfulness and verisimilitude of the research
findings (Holloway & Wheeler, 2002; Macnee & McCabe, 2008).
In the like manner, since this study will focus on moves analysis and journalistic writing, my
enrolment in online refresher courses on journalism and consultations with school paper advisers and
people of the press will widen my perspectives particularly in the editorial style and structure of writing.
Henceforth, in the analyses of data, I will ask help from experts in coding complex structures beyond my
sagacity. Moreover, I will do some comprehensive readings on genre analysis and newspaper editorial
subgenre to have ample background on the terminologies embedded and formulated in my study.
To ensure transferability, the results of the study will be presented thoroughly for possible
replication of future researchers (Li, 2004). To realize this, I will make sure that descriptions and
terminologies will carefully be explained for comprehension.
Further, confirmability will be ensured through discussions and findings of other
researchers in the same field (Patton, 1990). To guarantee that data are factual (Tobin & Begley, 2004;
Creswell, 2013), an audit trail will be done by experts in the field.
The view on its dependability will be anchored on the concept that findings will undergo
member check (Creswell & Miller, 2000; Mays and Pope, 2000; Shenton, 2004; Hill, et al. 2005; Cho & Trent,
2006). It will be done to ensure that experts in the field could be able to give their insights, comments and
suggestions. With the limited data for analysis, I recognize that my study has its weakness (Marshall &
Rossman, 1999). Hence, the essence of dependability will be corroborated.

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What is an audit trail?
• An audit trail provides readers with evidence
of the decisions and choices made by the
researcher regarding theoretical and
methodological issues throughout the study,
which requires a clear rationale for such
decisions (Koch, 1994).
Ethical Considerations

• In order to address the ethical considerations aspect

of the research in an effective manner, the following
points should be discussed: voluntary participation of
informants; informed consent; privacy and anonymity;
intellectual honesty, and adherence to data protection
act.

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Ethical Considerations
(Phenomenology and Narratology)
The conduct of research requires not only expertise and diligence, but also honesty and integrity.
This is done to recognize and protect the rights of human subjects. To render the study ethical, the rights to self- Example 1
determination, anonymity, confidentiality and informed consent will be observed.
Subjects’ consent will be obtained before the interview sessions. Burns and Grove (1993:776) define
informed consent as the prospective subject's agreement to participate voluntarily in a study, which is reached after
assimilation of essential information about the study. The subjects will be informed of their rights to voluntarily
consent or decline to participate, and to withdraw participation at any time without penalty They will informed
about the purpose of the study, the procedures that would be used to collect the data, and would be assured that
there will be no potential risks or costs involved.
Anonymity and confidentiality will be maintained throughout the study. Burns and Grove (1993:762)
define anonymity as when subjects cannot be linked, even by the researcher, with his or her individual responses. In
this study anonymity was ensured by not disclosing the patient's name on the questionnaire and research reports
and detaching the written consent from the questionnaire. When subjects are promised confidentiality it means that
the information they provide will not be publicly reported in a way which identifies them (Polit & Hungler 1995:139).
In this study, confidentiality will be maintained by keeping the collected data confidential and not revealing the
subjects’ identities when reporting or publishing the study (Burns & Grove 1993:99).
The ethical principle of self-determination will also be maintained. Subjects will be treated as
autonomous agents by informing them about the study and allowing them to voluntarily choose to participate or
not. Lastly, information was provided about the researcher in the event of further questions or complaints. Scientific
honesty is regarded as a very important ethical responsibility when conducting research. Dishonest conduct
includes manipulation of design and methods, and retention or manipulation of data (Brink 1996:47). The researcher
will avoid any form of dishonesty by recording truthfully the answers of those subjects who could not read or write.
The open-ended questions which will be analyzed by the researcher will also be checked by the coordinators and
validators for confirmation of credibility. Finally, this study will strictly adhere to the premise of Data Protection Act
of 2012.

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Ethical Considerations
(Genre/Content/Textual)
In this study, I am liable on the selection and analysis of Example 2
data. Therefore, I will return to the data over-and –over again to
see if the constructs, categories, and interpretations make sense
(Patton, 1990). Maintenance of the highest level of objectivity in
discussions and analyses throughout the research will be
employed. This study will strictly adhere to the Data Protection
Act of 212.
To systematically check the data, I will a focus group of
experts to review the processes and findings (Lincoln & Guba,
1985). Moreover, this study will undergo evaluation of the
Integrated Basic Education Department (IBED) review committee
of Notre Dame of Kidapawan College, Kidapawan City.

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Data Analysis Technique
• Qualitative data analysis is the process of organizing,
analyzing, and interpreting qualitative data—non-
numeric, conceptual information and user feedback—
to capture themes and patterns, answer research
questions, and identify actions to take

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This is the process that should be explained in this part.
 Data Analysis Technique
(Phenomenology and Narratology)
Thematic analysis is a method for analyzing qualitative data that involves reading
through a set of data and looking for patterns in the meaning of the data to find themes. It is an
active process of reflexivity in which the researcher’s subjective experience is at the center of
making sense of the data (Clark and Braun, 2012). After the data are transcribed and organized,
thematic analysis will follow. It is the most common type of qualitative analysis that seeks to
identify patterns in the contents of data. It proceeds through a series of well-defined steps (Sgier,
2012).
Reading through the transcriptions, taking initial notes, and generally looking
through the data will be done for familiarization. Coding will be utilized in highlighting phrases or
sentences, and coming up with labels or codes to describe the experiences. It is one of the
significant steps taken during analysis to organize and make sense of textual data. It condensed
the key points and common meanings that recur throughout the data (Basit, 2003).
Generation of themes will be employed in looking into the relevance of the codes. Triangulation
will be done on this part. It is viewed as a strategy for qualitative research to test the validity of
information from different sources. Thus, it will secure that the concept occurs mostly in the data
(Carter, Lukosius, Dicenso, Blythe & Neville, 2014).
Reviewing the themes will follow to secure accurate representations of data.
Defining themes and naming themes will be done for formulation of meanings of themes and
figuring out of succinct and easily understandable name for each theme (Clarke, Braun, Terry, &
Hayfield, 2019). Writing up of the analysis will be done after.
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Data Analysis Technique
(Content /Textual Analysis)
Content analysis will be employed in the study and interpretation of data. It is a
methodology that seeks to identify patterns in recorded communication. To conduct content analysis,
you systematically collect data from a set of texts, which can be written, oral, or visual:. Researchers use
content analysis to find out about the purposes, messages, and effects of communication content. They
can also make inferences about the producers and audience of the texts they analyze. (Smith, 2017).
After the selection of the films, four (4) stages will be sequentially followed in the
generation of data toward the completion of this study.
Defining the units and categories of analysis. The units of the content of the films will be
defined as to the characteristic, presence, positioning of images, and the treatment of themes and
concept regarding mental disorders. The setting of categories for coding will also be described. In
relation to the parameters of the objectives and research questions
Setting the Rules for Coding. Defining the rules for coding is necessary to ensure that all
films are coded consistently. Coding rules are especially important if multiple researchers are involved
and it makes your method more transparent and reliable..
Coding. Following your coding rules, we examine each film through critical viewing and
record the characteristics mentioned, along with all words and phrases related to mental disorders that
are used to describe the characters.
Analysis and Drawing Conclusions: The collected data is examined to find patterns and
draw conclusions in response to our research questions. We will discuss our interpretations of what the
results mean, and make inferences about the creators, context and audience of the texts (Cresswell, 1997).

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