CHAPTER 2

METHODOLOGY

Methodology refers to the set of principles, procedures, and practices that are

used by researchers to conduct scientific or scholarly investigations. Methodology is

a crucial aspect of any research project as it outlines the process for collecting and

analyzing data, testing hypotheses, and drawing conclusions.

Research Design

Phenomenology is a qualitative research design that focuses on the study of

subjective experiences and perceptions of individuals. In this type of research, the

researcher aims to understand the meaning and essence of a particular

phenomenon or experience as it is perceived by the participants.

Phenomenology involves collecting data through various techniques such as

in-depth interviews, focus groups, observations, and field notes. The data collected

is analyzed using a process called "bracketing," where the researcher sets aside

their own preconceptions and biases to focus solely on the participants' experiences

and perspectives.

The goal of phenomenology research is to describe the essence of the

phenomenon being studied in a way that is true to the experiences and perspectives

of the participants. This type of research can be applied to a wide range of fields,

including psychology, sociology, education, and healthcare, to name a few.

Phenomenology is a philosophical approach that focuses on the subjective

experiences of individuals and how they perceive the world around them. It seeks to

describe and analyze the essential features of these experiences without making any

assumptions about their underlying causes or objective reality. In other words, it's an
attempt to understand the world as it is perceived and experienced by people, rather

than how it appears objectively.

Sampling technique

Convenience sampling is a type of non-probability sampling technique where the

sample is chosen based on the ease of access and convenience of the participants.

In other words, it involves selecting individuals who are readily available and easily

accessible to the researcher. Convenience sampling is a quick and cost-effective

way to gather data, as it does not require much time or resources to recruit

participants. However, because the sample is not randomly selected from the

population of interest, it is not necessarily representative of the population, and the

results may not be generalizable to the broader population.For example, a

researcher may choose to survey customers who happen to be in a store at a given

time rather than selecting a random sample from a larger population of customers.

While this may be an efficient way to collect data, it may not be representative of the

opinions and behaviors of all customers who visit the store.Convenience sampling is

often used in exploratory research or pilot studies, where the goal is to gain a

preliminary understanding of a topic and generate ideas for further research.

However, it is generally not recommended for studies where the goal is to make

generalizations about a larger population.