The Research Onion:
Justifying Data Collection
EnsureMethods
research choices are
consistent and justified before
jumping into data collection.
Data collection
Philosophy
Approach
Research
data analysis
Research
strategies
methods
Research
Horizons
Strategy
A useful framework for structuring
Time
research methodology, particularly
in fields like business and social
sciences.
A guides researchers from broad
philosophical questions to specific
data collection techniques.
data analysis
strategies
Data collection
methods
Time
Horizons
Research
Strategy
Research
Approach
Research
Philosophy
Layer 1:
Research Philosophy
The outermost layer represents the
researcher’s worldview and how they perceive
reality, knowledge, and the process of gaining
Data collection
information.
Philosophy
Approach
Research
data analysis
Research
Horizons
strategies
methods
Point of view:
Time
Research
Strategy
Ontology: The “what” and the “How” of what we
know.
Epistemology: is about “how” we can obtain
knowledge and come to understand things.
Axiology: Axiology focuses on the role of values
in research. In other words the influence of the
researcher’s value on the research.
Main research philosophies that operate
on different ontological and
epistemological assumptions
Positivism: Objective,
Philosophy
Data collection
measurable reality (numbers).
Research
Approach
Research
data analysis
Horizons
strategies
methods
Time
Research
Strategy
Interpretivism: Subjective,
focuses on opinions and
experiences.
Pragmatism: Combines both,
based on research goals.
How YOU view the
Layer 2:
Research Approach
it will inform the decisions you take in terms
of data collection and analysis in your study.
Approach
Research
Data collection
Inducti Deductiv
data analysis
Philosophy
Horizons
Research
Strategy
Research
strategies
methods
Time
ve e
Start with
data →
VS Start with
theory →
Build
theory. . Test with
data.
Layer 2:
Research Approach
it will inform the decisions you take in terms
of data collection and analysis in your study.
Approach
Research
Data collection
Quantitat
Philosophy
Qualitati
data analysis
Horizons
Research
Research
Strategy
strategies
methods
ive ve
Time
Numeric,
structured
Dataon
VS words,
interviews,
unstructured
Focus Focus on
testing
hypotheses
and finding
. data
exploring
meanings,
experiences,
patterns. and patterns
Layer 3: Research Strategies
This layer defines the research strategy you will use to collect and
analyze data, guiding how you approach your study based on its
objectives and nature
Data collection
data analysis
Horizons
Research
Strategy
strategies
Approach
Research
methods
Philosophy
Time
Research
Experimental Research Survey-Based Research Case Study
Identifying specific Used to gather data from Focuses on an in-depth
variables & testing their large number of people study of a single case or a
effects in a controlled through questionnaires or specific group to understand
environment. interview dynamics or patterns
Layer 4: Time Horizons
This layer focuses on the time frame of the research and
defines the period during which data will be collected and
analyzed
Data collection
data analysis
Research
Strategy
strategies
Approach
Research
methods
Philosophy
Research
Layer 4: Time Horizons
Types Cross-sectional Study Longitudinal Study
Clarification Data is collected at a single point in Data is collected over a longer
time or over a short period. period, allowing researchers to
it examine the relationships study changes over time.
Data collection
data analysis
between variables at a specific
Research
Strategy
strategies
moment
Approach
Research
methods
Philosophy
Research
Advantages: • Faster to execute and less • Helps in understanding
costly. developments and changes
• Suitable for studies that aim to over time.
capture the situation at a • Provides deeper insights into
specific time. potential causal relationships.
Disadvantages: • It may not allow you to • Requires a long time and can
understand changes or trends be more costly.
over time. • There may be challenges if
participants drop out over
time.
data analysis
strategies
methods
Layer 5: Data collection
Data collection
methods
Research
Strategy
Research
Approach
Research
Quantitative Data Analysis
Layer 6: Selecting data analysis strategies.
data analysis
strategies
Data collection
methods
Time
Horizons
Research
Strategy
Research
Approach
Research
Philosophy
Qualitative Data Analysis
Layer 6: Selecting data analysis strategies.
data analysis
strategies
Data collection
methods
Time
Horizons
Research
Strategy
Research
Approach
Research
Philosophy
Mixed Methods Analysis
Layer 6: Selecting data analysis strategies.
data analysis
strategies
Data collection
methods
Time
Horizons
Research
Strategy
Research
Approach
Research
Philosophy