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Market Research Assignment Ali Abdelhady Ali
Market Research Assignment Ali Abdelhady Ali
:Presented by
Ali Abdelhady Ali
:Under supervision of
Dr/ Rasha Wahieb
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Introduction
.This analysis shows the stages involved in the creation of research objectives
When using a study onion, saunders observed that one must move from the outer to
.the inner layer
Each layer of the onion represents a more through stage of the study process as seen
.from the outside
The study process is like peeling an onion layer by layer in order to see the inner layer,
.the outer layer must first be exposed
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Introduction
Saunders research onion, which he developed and explains the various choices you will
.have to make while creating a research methodology
You will have to make a variety of decisions as you move inside from the outside of the
.onion, ranging from high level and philosophical to tactical and practical in nature
.It at the very least clarifies the choices you must take regarding your research design
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Layers of the saunders research onion
Research philosophy.
Research approach.
Research strategies.
Research choices.
There are three primary philosophical approaches are crucial to the research
.process
Realism: relies on the idea of independence of reality from the human mind, and this
philosophy is based on the assumption of a scientific approach to the development of
knowledge.
Knowing the purpose of the research and its constraints is crucial since the previous
.layer of the onion has an impact on this one
Deductive Approach
Inductive Approach
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Deductive Approach
It is defined as the progression from general to specific: first, the general theory and
knowledge foundation are developed, and then the particular knowledge obtained
.through the research process is compared to it
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Inductive Approach
In contrast to the deductive method which requires you to adopt an established theory,
.the inductive method lets you develop your own theories
.The inductive method is distinguished by a shift from the particular to the general
Since there is no structure that guides the data gathering In This method, the research
.focus can be determined after the data has been gathered
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Research strategies
Experimental
Action research
Case study
Interviews
Surveys
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Experimental: the method of developing a research procedure that compares
experiment outcomes to anticipated results is known as experimental research.
Survey: one of the best and most affordable research methods, can gather detailed
and trustworthy data.
Case study: this tactic is concentrated on a single person or group of people. Can
provide insight into the particulars of any example and demonstrate the significance
of culture and context in the variations among cases.
Action research: In fields like teaching or nursing, where practitioners can analyze
how to better their professional approach and understanding, this type of research is
prevalent.
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Choice to saunders research onion
Is a term used to describe the fourth layer of the research onion. This layer enables you
to determine if using either one approach or a combination of quantitative and qualitative
methodology is appropriate. There are three choices
Mono: you must only collect one sort of information, either quantitative or qualitative
when using this methodology.
Multi method: this method similar to mixed methodology in a study, but they yet differ
in some ways. Multi doesn’t combine methodologies to establish a specific set of data.
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:There are two types of time horizons within the research onion
Cross sectional: is the one during which data collection is required. When a
specific phenomenon at a certain period is being studies as part of an
investigation, this method is used.
:Types
Secondary data
Observations
Interviews
Questionnaires
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Types of data collection
Observations: by observing behavior, events or physical traits as they occur in the wild,
observers can gain information.
• Covert: no one is aware they are being watched, and the watcher is hidden.
Interviews: two or more persons participate interviews, one of them is the interviewer who asks
the questions.
This study has been able to describe the different layers of the research onion by
.saunders
Although surface, the study critically examines the onion layers and how it can used
.as a guide to successfully develop a research work
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Refernces
Assignment Help UK (2017) Research Onion – Made easy to understand and follow. Retrieved
from https://www.allassignmenthelp.co.uk/blog/research-onion-made-easy-to-understand-and-
follow/?share=twitter&nb=1
.Bryman, A. (2012). Social research methods (5th ed.). Oxford: Oxford University Press
Feilzer, M. Y. (2010). Doing mixed methods research pragmatically: Implications for the
rediscovery of pragmatism as a research paradigm. Journal of Mixed Methods Research, 4(1),
.pp.6-16