|Subject Title||Research Methods|
|Subject Code||RES 800|
|Assessment Title||Qualitative and Quantitative Research Methods|
|(details of what to include)||ICMS Cover Page|
|(cross the appropriate check||Table of Contents|
|boxes)||Synopsis / Executive Summary|
|ICMS Cover Page|
|(outline specific details here – use check boxes)|
(clear, succinct, without repetition)
|In this assignment, students need to:|
|Readings for the assessment (instructions where they |
can be found e.g. MyAthens database, Moodle etc.)
|Grading Criteria / Rubric||The following criteria will be used to assess this assignment:|
|Peer Review Evaluation (group work – optional)||N/A|
The study focuses on determining the success factors that should be considered for running a pet-friendly business successfully. The selected location are the suburbs of the surrey hills. Recently, the pet owners are not visiting the café which is hampering the overall productivity of the business. In this context, the researcher will formulate questions, objectives and determine the methodological strategies that shall be considered for determining the issues within the topic of selection.
The main objective of the researcher is to determine the suitability to bring pets to the restaurants and cafes and understand the market leaders in regards to pet-friendly business. The researcher will primary emphasize on the area of Surrey Hills for attracting the consumers effectively.
The research questions are as follows:
3.0: Research Design
This section of the report will focus on selecting the techniques that are required for addressing the main motives of the study. Therefore, the researcher will be justifying the chosen research philosophies, strategies and choices for proper underpinning of the report. The researcher will also be selecting the population sample and justifying the analytical approach for conduction of the study in a seamless manner. Maintaining of research ethics will assist in gaining respondent’s trust during their participation within the study.
3.1: Research Philosophy
Selection of an appropriate researcher philosophy paves the pathway for conducting the study in a synchronized manner. The Positivism Philosophy is mainly connected with accumulation of data that is quantifiable by nature, as it always emphasizes on detailing the subject with the assistance of logical reasoning (Bryman, 2017). Similarly, the Philosophy of Interpretivism is reliant mainly towards perceptions of human beings in a setting which is natural. Idealistic approaching is the primary motive for the researchers opting for realism philosophies. The researcher has gone with the selection of Positivism Philosophy as it probes for enhanced data validity presentations, which is accompanied by factual representations and scientific evaluating of information (Taherdoost, 2016). The accuracy involved in collecting information is one of the primary reasons for selecting the above-mentioned philosophy. Furthermore, since it is scientific based, the chances of humanistic errors are minimal or non-existing (McCusker and Gunaydin, 2015). The realism approach is not being considered by the researcher due to its opposing viewpoints towards idealism. The main reason for negating the Interpretivism perspective is that it is closely connected with selection of the Qualitative research strategy. Furthermore, as the data generalizing of information is concerned, it is limited by nature, which is one of the vital constituents to be considered in the report.
3.2: Research Choice
The research choice will be made carefully by the researcher so that it is in alignment with the selection of the above-mentioned philosophy of the research. The deductive approach proves to be advantageous for statistical underpinning of information due to its ability of prioritizing top-down approaching (Zalaghi and Khazaei, 2016). Inductive approach is mainly effective for narrowing the perspectives of the studies and emphasize on development of new conceptualization and theories. The researcher will not be selecting this approach because the purpose of the study does not suggest generation of new theories and understanding the critical issues present in the existing theories. The researcher will be selecting the deductive approach so it will be concentrating on deducing of concepts from theories that are already existing for pertinent analysis (Hannula et al. 2014). It is easier to derive a concrete conclusion while applying the deductive approach. As per the designing of case studies are concerned, the researcher will be opting for the descriptive approach. The opting of this design will assist the researcher in understanding the issues in detailed manner, by analyzing root cause of the situation (Meyer and Morin, 2016). In this context, the researcher can analyze the factors affecting the successful running of the pet-friendly business and the necessary aspects that should be looked into for better development of the pet cafes.
3.3: Research Methods
In accordance to the research methods, the researcher will be selecting Quantitative strategy over the selection of Qualitative strategy. Irrespective of the fact Qualitative strategy expertise in deriving enriched information from limited section of respondents through sessions of interviews, it is subjected to biasness furthermore (Choy, 2014). Furthermore, the interviewees may not be discussing all information in details due to their closed connectivity or association with their organization. On the other hand, Quantitative strategies assist in acquiring first-hand data from huge section of respondents (Gabriel, 2015). Their responses are biased and the researcher can acquire factual information by considering the majority perspective in a survey response. Furthermore, Quantitative information probes for scientific reasoning as it is subjected to statistical calculations (Fletcher, 2017). Furthermore, the strategy is also less time consuming and complicated as compared to Quantitative strategy. Also, the data disseminated are more accurate and logical by nature.
4.0: Data collection approach
This section will focus on the selection of the appropriate samples, techniques and analytical approach for successful intervention of the selected topic.
The population involved will be selected keeping in mind the objectives of the selected report. In this scenario, the researcher will be getting indulged in conducting statistical surveys with 100 owners of Pet Dogs. The researcher will be using the Survey Monkey as the tool for connecting with the respondents. The survey monkey tool will help the researchers in designing questionnaires regarding the factors and customer satisfaction attributes that will result in successful running of Pet-friendly business. The chosen tool will assist in providing several inbuilt options for setting questionnaires as per requirement (Herreid et al. 2016). The selection of the participants will be done randomly considering the fact that they are owners of pet dogs.
4.2: Sampling technique
Since the researcher has focused on statistical survey for the particular report, the researcher will be focus on probability sampling technique for acquiring responses from a wider section of participants (Rahi, 2017). In this context, Simple Random Sampling Technique will be the ideal choice, every participant will be getting equal opportunities for participating in the study (Khalilzadeh and Tasci, 2017). Selecting the participants will be totally depending on probabilities and therefore, it is also knowns as a methodology of chances (Hox, Moerbeek and Van de Schoot, 2017). The process is fair as every participant has the opportunity of getting selected without being subjected to any form of bias. For the application of the technique to be effective, the sample selected should not be lesser than 100. Therefore, the statistical surveys will be considered with 100 pet owners who could be influencing pet-friendly business effectively. The simplification of its theoretical understanding has allowed the researcher to consider the technique as the most appropriate option in this report. While there are several advantages associated with the above-mentioned technique of sampling, it could be subjected to vagueness as well owing to inclusion of large number of participants.
In regards to the analytical approach, the researcher will be using tables, graphs and pie charts as the analytical tool for disseminating the findings of the study. The tabular form of information will be successful in allowing logical explanation as well as statistical underpinning of data. The graphical way of presenting data makes it easier to understand from the perspective of the viewers instead of going through written narratives of the findings section (Chambers, 2017). Additionally, presenting the data in tables and figures accounts for credibility of the information interpreted as the data is validated with calculations. The researcher will not be using the observation technique as Qualitative approach is not selected within the study. As far effective underpinning of the literature reviewing is concerned, the researcher will be selecting the content analysis approach for evaluating the study further from different perspectives.
5.0 Ethical Considerations
The researcher will not force the respondent for participation in the research at any time. If the respondent wants to join voluntarily, then the researcher will consider their inclusion within the study. There will be no external pressure for the respondent to complete any type of work related to that research. The content of the research should not be subjected to ambiguity and any sort of biasness (Wallace and Sheldon, 2015). The personal information of the participants will be maintained confidentially so that the data can be preserved without being used in wrong hands. For maintaining the confidentiality, the personalized data of the participants will be stored in a password encrypted system. The disseminated data shall be only utilized in the academic field and no personal usage shall be taken into consideration.
While concluding it could be stated that the researcher the justified the chosen strategies and techniques effectively which would assist the researcher in improving the overall business objectives for the owners of dog café and attract consumers more for enhancing their organisational productivity. The researcher has selected the Positivism philosophy, Deductive approach and Quantitative strategy for ensuring a depth analysis of the business scenario. 100 owners of pet dogs will be subjected to statistical surveys followed by Random Technique of Sampling.