Chapter 3: Methodology
3.1 Research Process
Research could be defined as “the systematic approach to obtaining and confirming new and reliable
knowledge.” (Ethridge 2004, 16) Research is a process that commence with a problem and wraps up
with the problem either resolve or addressed. A research is not often conclusive; rather, it takes the
structure of a spiral, as it tends to introduce new problems or areas of exploration. Research inspires
further research and cannot be considered as a once-off, linear, or a static act. Speaking from a broad
framework, research consists of four interactive phases: the conceptual phase, also called the thinking
or planning phase, the standard element in this phase is the research problem. The empirical phase, also
called the doing phase, or is the research design phase. Also, the interpretive phase or the phase where
the research engages with the meaning of the study and the last phase which is the communication
phase or the phase of writing the research report. (Brink & Van der Walt 2006 ) There are various kinds
of research methods or techniques which can be opted for a project. It is vital because the use of diverse
techniques will convey different results. The research thoughts usually have divers’ types which include:
applied or practical research and basic or fundamental research, descriptive, exploratory, etc. The basic
or fundamental to any research moves fort to acquire answers for personal interest and on the base to
acquire knowledge, applied research primarily concern real world problem which focuses on finding the
solutions for practical issue. (Van der velde et al 2004, ) This thesis belongs to the applied type; it will try
to find out answers to the problems related to the company, by searching for the necessary information.
3.2 Research Philosophy
Research philosophy means “de velopment of knowledge and the nature of tha t knowledge” (Saunders,
Lewis & Thornhill., 2 009, p. 107). As a researcher, it is essential to u nderstand the philosophical stance
as it will affect the design of the study, steps for the stu dy and all the important decisions made
throughout the research process (Saunders et al., 2009 , p. 107-108). There are two philosophical
concepts for research (epistemology and ontolog y) which are explained and at the end, discussing the
relevant stance of each concept for the present study.
Figure 6. Research Philosophy
3.2.1 Epistemology
Epistemology means what know ledge is or should be acceptable in a disciplin e (Bryman & Bell, 2007, p.
16). In this contex t the main issue is that “whether or not the social world can and should be studied
according to the same principles, procedures, and ethos as the natural sciences” (Br yman & Bell, 2007 ,
p. 16). Epistemology consists of positivism, interpretivism and realism.
Positivism is “an epistemological position that advocates the application of the methods of the natural
sciences to the study of social reality and beyond” (Bryman & Bell, 2007, p. 16). This means that
positivism supports different applications of natural sciences methods in the study of social science. The
positivist approach is value free, this means that researcher is neither affecting, nor being affected by
the research (Saunders et al., 2009, p. 114).
Interpretivism is epistemological position is opposite to positivism with a view that the element of social
sciences, that is people and institutions are fundamentally different from natural sciences, so therefore
social sciences cannot take the same stance as natural sciences (Bryman & Bell, 2007, p. 17). For this
purpose Saunders et al, explains that the field of business and management is very complex and
underpinned by a number of elements that add uncertainty to it. Thus, the researchers cannot predict
the behaviour of an individual in a scientific manner, but they can gain an insight to the subjective side
of individual’s actions, due to people having different perceptions about the world. Interpretivism is the
concept that humans are in a continuous process, constantly interpreting their surroundings to adapt to
the changing reality around them (Saunders et al., 2009, p. 115).
Realism is the combination of both positivism and interpretivism. Saunders et al state that, “What the
senses show us as reality is the truth: t hat object has an existence independent of the human mind” but
there is some similarity betwee n positivism and realism such as assuming the scientific approach in
collection and analysis of data (Saunders et al., 2009, p. 114). Bryman & Bell, 2007, have also expressed
the same views in that (explaining that, “a belief that the natural and social sciences can and should
apply the same kinds of approach to the collection of data and to explanation” (Bryman & Bells, 2007, p.
18).
As a researcher, keeping in mind the factors for employee’s motivation in fast food restaurants and the
actions of managers to motivate their employees, the interpretivism approach is the best
epistemological stance for this present study. For this particular study, each employee and manager is a
unique influence to the research subject. This study interprets the employee’s motivational factors and
the role of management in fast food restaurants. From the study I will understand the subjective reality
of employees and managers, in order to understand their actions, motives and intention in a way that is
meaningful.
3.2.2 Ontology
According to (Bryman & Bell, 2007) ontology is concerned with the nature of social entities. There are
two aspect of Ontology; one is objectivism and the other is constructivism. Objectivism explains the
reality that the existing of social entities is beyond our influence and is external to the social actors.
Constructivism explains the fact of social phenomena which is created by its actors with constant
revision (Bryman & Bell, 2007, p. 22).
3.3 Research Approach
The research approach should be clear and concise as this helps to formulate the research strategy. In
the deductive approach, the researchers develop theory and hypotheses, followed by the design
strategy to test the hypotheses (Saunders et al., 2009, p. 117). When the known theme is clarified, the
researchers then test the hypotheses after collection of data and these hypotheses may be accepted or
rejected. On the other hand in the inductive approach researcher collect data and develop theory on the
basis of analysis (Saunders et al., 2009, p. 124).
Inductive Research:
Normally inductive approach starts with collecting data that is linked to the project. After the whole data
has been gathered an over view of whole data is done by the researcher and for explaining the matters
and approach has been developed. Once the decision has been taken that what approach will be used
then the process of observation has been started and also the theories and then to the more general
positions the researchers moves (Wayne Goddard 2004). there are many advantages for the inductive
approaches and these advantages are for those who want to get something new as there are many
qualities in inductive approach and which are like it is more linked to reasoning on daily basis. Due to the
above qualities inductive approach is very popular and there is also the cognitive thinking involved. It
has been said by Heat (2007) that in this approach reasoning is involved that is considered important for
the cognitive activities.
Deductive Research:
A deductive approach is not similar to the inductive approach as it is initiated with the general activities
level and the analysis of the data on the particular activities level which has been said by Wilson (2010).
The studies of the researchers and the workers and the theories that are already available and there are
test hypothesis which are based on these theories. The data is collected in this approach from the many
various available sources and then the decisions are made that whether the hypothesis is accepted or
rejected. It has been said by Babbie 2010 that inductive approach is quite opposite to the deductive
approach and on the hypothesis deductive approach is more focused.
3.4 Research Design
3.4.1 Research Methods/Strategy
Most often research strategies focuses on the perspective of how the research is conducted, whether
the research data is gathered by using the quantitative or qualitative method. This method should be
related to the chosen positions of epistemology and ontology. The quantitative approach identifies the
statistical data. Whereas a qualitative method consists of a holistic analysis of the individual and the
information they give. As Bryman & Bell, 2007, mentioned that “Qualitative researchers employ
meas urement and the qualitative researchers do not (Bryman & Bell, 2007, p. 28)”.
Quantitative Research strategy emphasizes quantification in the collection and analysis of data. This
entails the deductive approach following the natural science model particularly positivism philosophy
with an objectivist view (Bryman & Bell, 2007, p. 28).
Qualitative Research strategy emphasizes word rather than quantification in the collection and analysis
of data. It entails the inductive approach to the relationship between theory and research, to generate
theories. Qualitative strategy follows the interpretivism philosophy with the view of social reality as a
constantly shifting emergent property of individual creation (Bryman & Bell, 2007, p. 28).
3.4.2 Research Methodology
With the help of data collection techniques researchers are regularly allowed to collect information on
the objectives of the investigation. In this research process there are two different kinds of the data
collection which are widely used.
Primary Data:
This is the direct collection of the data and the information. Questionnaire and the surveys are the major
tools which are utilized for the collection of the primary data. Different topics are being involved in the
questionnaire in which various topics are associating the social media marketing have been distributed
among the customers of different companies in Pakistan. For the objective of preparation of the
theoretical framework the primary data collection is being used.
Secondary Data:
The main base of the secondary data consists of previous researches like periodicals, books, past
researches review, and websites. In collecting the secondary data these sources are very helpful so as
for preparing the theoretical framework. The fonts like company official and social websites, books, the
other researcher’s researches and the information that has been published are included in the
secondary source of data. With the help of books the suitable methodology can be selected and also
give guidance that how the methodology is executed. Information is given about the figures by the
organization websites in the company financial statements while in the marketing strategies information
is provided by the social websites. Comparisons for the new and the traditional strategies are provided
along with the each strategy effectiveness.
3.4.3 Research Instruments/Tools x-x
3.4.3 (a) Primary Data Collection Tools
The data for this study was collected through a semi-structured questionnaire having mostly closed-
ended questions and some few open-ended questions. The closed-ended questions enabled collection
of quantitative data for statistical analysis. The open-ended questions on the other hand elicited
qualitative responses about the respondents‟ views on the issues under study. The questionnaire was
validated in order to help identify any ambiguous and unclear questions to the respondents by
conducting a pilot test before the actual data collection. The final questionnaires were sent via intranet
for those working within McDonalds. Follow-up for this group will be via internal telephone calls. Those
who wished to fill up printed questionnaires were visited by the researcher and handed the
questionnaires. The filled up questionnaires were then picked after a week
3.4.3 (b) Primary Data Analysis Plan
The data collected was edited for accuracy, uniformity, consistency and completeness and then
arranged to enable coding and tabulation before final analysis. The data was then coded and cross-
tabulated to enable the responses to be statistically analyzed using descriptive statistics such as
percentages, frequencies, measures of central tendency like mean, mode and median and with the help
of Statistical Package for Social Sciences (SPSS) software program, the results were presented in both
tabular and graphical format. This enabled easy interpretation and recommendations to be drawn.
3.5 Sampling
3.5.1 Identifying Population and Research Site
The aim of this study is to derive a motivation strategy for the fast food outlets within London. A case
study approach was used for this research because it was dealing with a McDonalds which is the fast
food outlets in London. The research methods used were the qualitative and quantitative methods. This
was to know the opinion of the fast food employees in the area of motivation
3.5.2 Sampling Strategy
. A total of 200 questionnaires were distributed and only 123 employees responded and were used for
the analysis. Furthermore, a pilot study was conducted with few staff members and managers of the fast
food industry from different outlets and corrections made before distributing it to the others. This is to
allow reliability and validity. Also, open- ended, semi-structured interview questions were administered
face-to-face to the senior and store managers of the different fast food outlets to know their opinion in
the area of employee motivation, while a closed-ended questionnaire was distributed to the other staff
members. As mentioned previously, the total population sampled was 200. The selected sample
composed of all the staff members that have at least six (6) months of work experience within the
McDonalds. This is to enable the researcher obtain reliable information. A report was made on the level
of motivation of the workers. A high ethical standard was maintained as far as the information is
concerned.
3.6 Ethical Implications
All the ethical rules of the university must be acknowledged by the researcher and this factor is quite
appropriate and all the ethical issues must be followed that are liked with the research issues. In every
phase of research this research study follows all the ethical regulations. The aim of this research study is
not is not to plagiarize other’s research work along with this study along with the research.
3.7 Credibility, Validity, Reliability, Generalisability and Transferability
By using four different ways the quality of the research can be measured. This is
composed of construct reliability as well as external and internal reliability
(Hyder&Abraha 2003). To reveal its significance and used investigation techniques
ought to be suitable a decent research ought to be enough adequate. Interior legitimacy
alludes to the critical legitimacy of the input reacts for the polls while then again
Construct legitimacy suggested the precise operational measures of the exploration
idea. As to advertising techniques of companies inner legitimacy is a reasonable for
getting the input. Accuracy of studies that can be used in this exploration is eluded by
the outside legitimacy. These are diaries, circulated books and meeting with chief of
different companies from which whole studies, speculations and information used as a
piece of this examination is assembled. So with indicated set of guidelines examination
must be organized. It infers the data gathering systems can be repeated, the results are
with no change and it is showing by the unwavering quality. These are disseminated
diaries and books from which the key speculation and framework manhandled in this
suggestion all start. In differing business wanders for a drawn out stretch of time they
have been authorize and balanced and by convincing and considerable results each
one of them are illustrated. Information accumulation techniques can be rehashed, and
hypotheses and recommendation must be sourced from circulated books and diaries.
As these have been embrace and adjusted in grouped business meanders for a drawn
out stretch of time so legitimacy and unwavering quality of the information ought to be
checked deliberately and by extensive results and persuading every one of them are
shown.