Proposed Project

Structure

Methodology (10%)

To choose a research method you first need to analyse

the aim of your project, objectives and the research
question and determine precisely what data and
information you will need in order to answer the question.

As a result of the anaysis, your methodology chapter

should explain:
Which methods you will choose (or have chosen) to do the
research for your project.
How you will (or have) collect(ed) data
(primary/secondary, quantitative/qualitative) etc
Why other methods have not been used

Defining the research

methodology

Thinking about your research question is directly related to thinking about the purpose of your
research.

According to the purpose of your research your study could be:

Exploratory -This is conducted when there are few or no earlier studies to which
references can be made for information. The aim is to look for patterns, ideas or
hypotheses rather than testing or confirming a hypothesis. In exploratory research the
focus is on gaining insights and familiarity with the subject area for more rigorous
investigation later.
Descriptive -This describes phenomena as they exist. It is used to identify and obtain
information on the characteristics of a particular issue.
Explanatory -This is a continuation of descriptive research. The researcher goes
beyond merely describing the characteristics, to analyse and explain why or how
something is happening.

A part-time student is
more likely to use a
descripto-explanatory

Saunders Research Onion(2003)

Once the type of study is clear
you should justify the chosen
methods for your research.

The Research Onion is a framework

developed by Saunders et al (2003) that
represents the most suitable methods and
strategies to address a research topic.
This framework could be used to
suport your discussion in the
methodology chapter to explain
and justify your research method
choice.

Saunders Research Onion(2003)

1.
2.
3.
4.
5.
6.

According to Saunders et al (2007), the following

research method elements should be selected
when doing research:
Research philosophy
Research approaches
Research strategies
Research choices
Time horizons
Techniques (Data collection)
For example, these
elements could be used to
structure or organise the
methodology chapter.

Research Approaches (2nd

layer)
There are two main approaches:

Deductive logically moving from a general rule or principle to a specific

solution. Informally known as Top-down approach.
Theory
Hypothesis
Observation
Confirmation

First layer is complex and requires more indepth explanation (check M04EKM module).
However, the basic concepts are included in
the next slides.

For a Masters project the most important

elements to make clear in the methodology
chapter are: Research approach /Research
strategy/ Time horizon/and Data collection
methods.

Inductive This is a way of theory building. This approach involves moving

from a specific situation to a general conclusion.
Observation
Pattern
Tentative Hypothesis
Theory

Building theory from observation can be a

long process and requires rigorous
methods in order to validate theory.
Thus, the Inductive approach may be
more use for PhD studies and Deductive
approach tends to be a more suited to
Master studies.

Research Strategy (3rd

layer)
Your choice of research strategy should be guided by your research
question(s) and objectives, the amount of time and other resources
available.
These strategies should not be thought of as being mutually
exclusive. For example, it is possible to use the survey strategy as
part of a case study.
This are the most common
Research strategy:
strategies in Masters
Experiment
projects.

Survey
Case Study
Action Research
Grounded theory
Ethnography
Archival Research

Part-time students are

more likely to use Action
Research because the
student is witnessing the
research and the change
processes taking place in
their own organisation.

Research choices (4th layer)

The student can choose between three different

methods:
Mono method: using single data collection technique
and corresponding analysis.
Multi method: refers to those combinations where more
than one data collection technique is used with
associated analysis techniques, but this is restricted
within either a quantitative or qualitative data collection
method.
Mixed method: using both quantitative and qualitative
methods to answer research questions within a single
study.In general, a Master student should use more than
one data collection method. This would normally
either be Multi method or Mixed method.

Research Time Horizons(5th

layer)

Time Horizon corresponds to when and for

how long I wish to undertake research. At a
particular time or snapshot (Crosssectional studies), or during a sequence
of events over a given length of time
(Longitudinal studies).
Due to time restrictions, the majority of
Master projects use a Cross-sectional
time horizon.

Data Collection and Data Analysis

Techniques (Onion centre)

Type of data: The collected data could be clasified as:

Qualitative data is subjective information, rich, and in-depth
information normally presented in the form of words.
Quantitative data is a type of information that can be counted
or expressed numerically.

Depending of the source, the data can be:

Primary data - first-hand information collected through
methods such as observation, interviewing, mailing etc.
Secondary data - data that has been collected and compiled
for another purpose. Examples of secondary sources of data
include census reports, annual reports and financial statements
of companies, etc.

Data Collection and Data Analysis

Techniques (Onion centre)

Data Collection Methods:

Observation
Literature Review
Interviews
Mail survey
Survey Questionnaire
Case studies

Triangulation uses three

independent data sources
or data collection
methods to corroborate
(double-check) research
findings within a study.

Triangulation

Triangulation refers to the use of different

data collection techniques within one study
in order to ensure that the data are telling
you what you think they are telling you
(Saunders et al 2007). For example,
Literature Review

Survey

Case Studies

Conclusions

For a Masters project the most important elements to make

clear in the methodology chapter are: Research approach
/Research strategy/ Time horizon/and Data collection methods.

Researc
h
approac
h

Deductive
Inductive

Researc
h
Strategy

Experiment
Survey
Case study
Action Research
Grounded Theory
Ethnography
Archival research

Time
Horizon

Cross-sectional
Longitudinal

Data
Collection
methods

Observation
Interviewing
Mail Survey
Survey-Questionnaire

Conclusions

Saunders Research Onion(2003) framework is used here to design

the research methodology. However, any framework can be used,
if an alternative is preferred.

Remember, you must explain and justify your research

methodology.

Having selected the research methodology, explain why and how

it is relevant to your project, and why you did not choose an
alternative.

Any number of data collection methods can be selected.

Triangulation uses three independent sources of data or data
collection methods to corroborate (double-check) research
findings within a study.

Additional InformationResearch Strategy Definition

Experiment: The purpose is to study causal links; whether a change in one

independent variable produces a change in another dependent variable (Hakim,
2000). It will involve:
Definition of theoretical hypothesis,
Selection of sample,
Control on other variables.

Check M04KM module

information

Survey: It is a research method involving the use of questionnaires or statistical

surveys to gather data about people and their thoughts and behaviours.

Case study: It is an in-depth study of a single individual group, incident or

community.

Action Research: The research is concerned with the resolution of

organisational issues such as the implications of change together with those who
experience the issues directly (Saunders et al, 2003).

Additional InformationResearch Strategy Definition

Grounded theory: Emphasize in the generation of theory from dta in

the process of conducting research. (No applicable for master
students-posibly Phd Students).

Grounded theory: Emphasize in the generation of theory from dta in

the process of conducting research. (No applicable for master
students-posibly Phd Students).

Archival research

Research philosophy (1st

Layer)

It gives an idea about

how you think about the
research. The different
ways that you could use
to judge the knowledge:

Positivism
Interpretivism
Realism
Objetivism
Subjetivism
Pragmatism

Check M04KM module

information