Data Collection Methods in Research

This assignment provides an overview of data collection methods used in research. It discusses qualitative and quantitative approaches, case study methodology, content analysis, and other techniques. The assignment also touches on the importance of trustworthiness in qualitative content analysis and the use of ranked set sampling as a cost-effective method. It covers various sources such as textbooks, academic articles, and online resources. The purpose is to understand different data collection methods and their applications in research.

Running head: RESEARCH METHODOLOGY
Research Methodology
Name of the Student:
Name of the University:
Author Note:

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Table of Contents
3.0 Introduction................................................................................................................................2
3.1 Research Onion..........................................................................................................................2
3.2 Research Philosophy..................................................................................................................4
3.2.1 Justification of Selecting Positivism Philosophy for the research..........................................4
3.3 Research Approach....................................................................................................................5
3.3.1 Justification for selecting deductive approach........................................................................5
3.4 Research Design........................................................................................................................6
3.4.1 Justification of selecting descriptive design...........................................................................7
3.5 Data Collection Process.............................................................................................................7
3.5.1 Secondary Data Collection.....................................................................................................8
3.5.2 Primary Data Collection Process............................................................................................8
3.5.2.1 Quantitative Data Collection Process..................................................................................8
3.5.2.2 Qualitative Data Collection Process....................................................................................9
3.6 Sampling Method and Sampling Size........................................................................................9
3.7 Data Analysis process..............................................................................................................10
3.8 Accessibility Issues..................................................................................................................11
3.9 Ethical Consideration...............................................................................................................11
3.10 Gantt Chart (Time Schedule).................................................................................................12
3.11 Summary................................................................................................................................13
References......................................................................................................................................15

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Chapter 3
Research Methodology
3.0 Introduction
Every research is conducted by following the systematic stages to develop a synchronized
process. Every researcher tries to formulate a sequential process that would develop the clear
understanding of the research subject with the appropriate methodological approaches (Bernard
2011). In general, the research methodology is applied to the field research where two types of
data collection techniques are developed, such as primary data collection and secondary data
collection. The study concentrates on the Critical Analysis of Marketing Approach in Toyota
Motor Corporation, which aims to identify the marketing techniques suitable for the company.
The study attempts to focus on the business practices undertaken by Toyota Motor Corporation
to develop the suitable marketing approach that would turn out to be profitable for the company.
Focusing on this context, it is essential to develop the considerable ideas of the internal and
external market influence. The application of the appropriate methodology would be helpful
enough to formulate an informative research study. The research is based on mixed method, in
which both the Primary and Secondary Data is collected. The chapter discloses the sequential
use of the appropriate research methods for developing the clear understanding related to the
subject area.
3.1 Research Onion
Research onion was first introduced by Saunders, Lewis and Thornhill (2009) to describe
the systematic research approach for analyzing the research study. The layers associated with this

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research onion unfold each of the stage that helps in understanding the research areas in a
detailed way.
Figure 1: Research Onion
(Source: Saunders, Lewis and Thornhill 2009)
The first layer described the research philosophy, which is the starting point of the
research process. The second layer unfolds the appropriate research approach that set the
direction to focus on a particular method. The third layer is research strategy, which depends on
the proper understanding of the exact strategic way to direct the research. The final layer
formulates the idea of the scheduled timeframe within which the entire research process is
finished. The further section of the study would present the justification of the selected research
method.

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3.2 Research Philosophy
Research philosophy develops the detailed understanding related to the entire method the
research. It emphasizes on the method of seeking information and analyzing in an appropriate
way (Crouch and Pearce 2012). The epistemology paradigms are categorized into three different
types, such as positivism, realism, and interpretivism (Lodico and Spaulding, 2010). The
positivism and realism philosophy deals with the extraction of the truth expressed by the people
who have been experiencing the real scenario (Lewis 2015). For example, in a primary data
collection process, the necessary information is collected from the responses of a number of
populations. The group of people taking part in this process is the ones who have been dealing
with the situation in their real life. Positivism philosophy deals with such truth, which can reveal
the actual scenario (Flick 2015). It is generally free from the interpretation, which makes it more
authentic and reliable. On the other hand, the interpretivism philosophy is a form of human
interpretation that is presented after gathering the information from various secondary sources.
The process is generally quite manipulative and it requires more knowledgeable approaches
related to the subject matter. While selecting any particular philosophy for a research process, it
is essential to develop the enriched knowledge regarding the subject area (Smith 2015). This
research process has selected the positivism philosophy for extracting the necessary information.
3.2.1 Justification of Selecting Positivism Philosophy for the research
The positivism philosophy is undertaken to justify the research issues addressed by the
people who have been experiencing it in their real life scenario (Taylor, Bogdan and DeVault
2015). In this study, it has been observed that the research objective demands for the exploration
of the diverse techniques used by Toyota Motors Corporation to mitigate the emerging issues.
Therefore, it is essential to discuss the issues with the managers and the employees of the

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company. It has been observed that the managers and the employees have been facing the issue
in their daily lives. Moreover, they have the better understanding of the process that is
undertaken in a day to day business. These business stakeholders have even participated in the
primary data collection process and shared their experiences. In order to derive the informative
solutions from their responses, the use of the positivism philosophy is appropriate. It provides the
clear ideas about the real life scenario, business techniques, and the responses from their
customers. It helps in extracting the real truth as well.
3.3 Research Approach
The research approach provides the insightful ideas about selecting the appropriate
approach or direction to gather relevant data based on the subject area. This research approach is
classified into two major sections, such as deductive and inductive approach. According to
Greenfield et al. (2015), inductive approach is developed by keeping focus on the existing
theory. In other words, it can be interpreted that the inductive approach usually starts with an
observation and ends with a research outcome, which formulates theory (Elo et al. 2014). On the
contrary, the deductive approach concentrates on the proposition of the hypothesis and ends up
with the final decision of either confirmation or rejection. It has been observed that in a primary
data collection technique, the researchers tend to focus on the subject variable more specifically
and develops the understanding clearly that address the research issues (Sekaran and Bougie
2016). The study has utilized the deductive approach for conducting the research widely.
3.3.1 Justification for selecting deductive approach
The study has developed the deductive approach and formulated hypothesis of the
research issue. The major issue identified in this study is the inappropriate marketing techniques

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of Toyota due to which it is necessary to make the modifications. Moreover, it is essential for the
company to justify the issue with the current market practices and develop the understanding
about the challenges as well. Hence, in order to collect the feasible data, it is necessary to
concentrate on the research variables. The existing theory cannot provide the exact scenario
specification, which would have been the major drawback for this research study. Hence, the
researcher has selected the deductive approach to formulate hypothesis and analyze the research
issue in a detailed. Therefore, it can be inferred that the study has adopted the right approach for
the further analysis.
3.4 Research Design
The structured design of the research is needed to be developed prior to undertake any
specific data collection process. Research design is thus segregated into three divisions, such as
exploratory, explanatory, and descriptive. According to Bryman and Bell (2015), the exploratory
research design intends to establish priority and develops the operational definitions in most of
the cases. On the other hand, explanatory research focuses on exploring the new element
identified in the research process. However, as explained by Meyers, Gamst and Guarino (2016),
the descriptive research depicts the extraction of the information in an accurate way by deriving
responses from the participants. This descriptive method is generally observational and the
method of keeping the accurate track of the collected data (Wang 2015). The detailed analysis of
this particular research study has thus utilized the descriptive design for analyzing the collected
data.

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3.4.1 Justification of selecting descriptive design
The study is widely concentrating on the innovative marketing techniques that are needed
to be undertaken by Toyota to mitigate the issues with the frequent customer complaints. If the
company gather the ideas about the basic needs and preferences of the automobile goods,
services, or features, it would be easier to develop the accurate operational process. When the
participants are associated in the data collection process, it develops the better understanding of
the tactics that are to be followed prior to implement the new marketing techniques. This
accurate process of gathering data from the participants helps in developing the clear
understanding of the research process and scenario. Hence, the use of the descriptive design to
analyze the collected primary data is completely justified for this study.
3.5 Data Collection Process
Every research study is based on the collection of the adequate data related to the subject
area. While gathering the information as per the study subject, it is essential for the researcher to
select the right data collection technique (Mertens 2014). The mixed-method data collection
process in a research study is thus categorized into two major sections. The first method of
collecting data is the primary data collection process whereas the other one is secondary data
collection process. Some of the researchers tend to use any one type of data collection technique
whereas some search for both the options to make the research more informative. The study is
conducted by collecting both the primary and secondary data. The further section of the study
would help in understanding the conceptual ideas about these data collection procedures.

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3.5.1 Secondary Data Collection
The information collected from the secondary research sources is noted as the secondary
data. In order to develop the understanding, often it is required to gather ideas about the previous
similar studies (Palinkas et al. 2015). The secondary data is thus derived from the secondary
sources, such as journals, books, and website articles. Sometimes, the company annual report is
also considered as the secondary data for extracting the enriched knowledge about the initiatives
undertaken. The updated and authentic sources are required being used for the research. The
study has thus developed the literature review section in which the collected authentic and
relevant data is assimilated.
3.5.2 Primary Data Collection Process
The primary data collection process determines the information gathered from the
primary sources (Meyers, Gamst and Guarino 2016). For example, when a group of people
present their experiences or share their views about the related subject variables, it is considered
as the primary data (Ma et al. 2017). The study requires identify the views of the business
professionals including managers and the associated employees. The study requires
understanding the new marketing techniques for the better future of Toyota. Therefore, the study
has undertaken the primary data collection process, which is further segregated into two sections,
such as quantitative data collection and qualitative data collection. In the further section, the
strategic analysis of these two types of primary data collection techniques would be discussed.
3.5.2.1 Quantitative Data Collection Process
The quantitative data is collected by gathering responses from a larger number of the
people experiencing the issues in their regular life (Afergan et al. 2015). The quantitative data

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collection process is generally based on the survey process. In this survey process, the
participants would answer by selecting the options in the questionnaire. The questionnaire
includes the multiple questions that address the issues they have been experiencing in the
organisation. These participants have to select the preferable answer and provide their response.
The collected feedback or responses would thus be analyzed to measure the severity level of the
identified issues. Observing the responses, it would be easier to present the preferable
recommendations for the future success.
3.5.2.2 Qualitative Data Collection Process
The qualitative data collection process, on the other hand, depends on the sufficient
information gathered from the business professionals (Sinha 2016). In this process, a telephonic
interview session is developed. The managers from Toyota Motors Corporation would be taken
the participation in this interview section. In this process, the managers would share their
strategic insights to resolve the emerging challenges and develop the new marketing techniques.
The discussion of the suggestive information would also be explained in this process. The
interpreter would also be available if necessary. Hence, the study would be able to gather the
relevant data by using these superior techniques.
3.6 Sampling Method and Sampling Size
The quantitative and the qualitative data collection processes are needed to be undertaken
by using the appropriate method. The right amount of respondents is also needed to be selected
(Palinkas et al. 2015). It has been observed that the researcher has selected probability, simple
random technique to gathered responses from 50 employees of Toyota in primary data

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collection process. The majority answers received from the random respondents is considered
here as the dominant answer for the research issue.
On the other hand, the researcher has used non-probability, convenience sampling
method for taking the interview of 3 managers from Toyota. The managers answer their
questions as per their convenience and the comfortable level. In fact, it is even possible that they
are reluctant to share their strategic insights, which is a confidential part of a company. Hence, in
such cases, the mangers would answer the questions as per their convenience level.
3.7 Data Analysis process
The collected data from the primary and the secondary data collection process is needed
to be analyzed in an accurate way (Palinkas et al. 2015). It has been observed that the collected
information reveals the insights regarding the underlying issues and the areas of improvement in
Toyota. Hence, it is required being much cautious while analyzing the responses collected from
employees and managers. In order to analyze the data collected from the survey process in the
quantitative data collection would be analyzed by using the software called MS Excel. The
statistical method would also be utilized to analyze the data in an accurate way. After analyzing
the data, it would be presented through the graphical and tabular form to make it more attractive
and understandable. On the other hand, the researcher can even use the interpreter to memorize
the conversation with the managers in the qualitative data collection process. Keeping the record
of the collected information would benefit in the further implications of the study and to provide
the greater insight for the future prospect.

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3.8 Accessibility Issues
Collecting the primary data and the secondary data and analyzing them to provide the
informative solution is not an easier process. The researchers often face the considerable
challenges while receiving the access of these data sources. In fact, after getting hold of the
sources, the researchers even face the enormous issues to gather the responses. First, in the
secondary research, it has been observed that there is the lack of sufficient updated research
sources. The modern research process seeks the updated information as the business world and
consumer demands are rapidly changing. The lack of updated data is thus one of the major
concerns.
On the other hand, during the quantitative data collection process, the biased responses of
the participants are quite insignificant in generating the better understanding of the actual
scenario. Even in many of the cases, the respondents withdrew their responses due to which the
researcher faced the issues to interpret the information. In the qualitative data collection process,
the managers were reluctant to share the strategic decisions that would be implemented in the
company. It is quite obvious that the mangers would not share the company’s confidential data or
the strategy with others. Hence, the limitation in collecting these responses is also quite
significant in such context.
3.9 Ethical Consideration
Prior to take any research study, it is essential for a researcher to take some of the ethical
considerations into account. For example, the researcher cannot force any of the participants in
the survey process to provide their answer. This decision would be completely depended on the
respondents whether they want to answer few questions or ignore. They would not be persuaded

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in any manner. On the other hand, they can withdraw their responses at any point of time and the
researcher cannot make any comment on this. Above all, one of the most significant aspects that
are needed to be taken into consideration is the maintenance of the privacy. The names of the
respondents would not be disclosed and these would be anonymous. The researcher needs to
ensure that the responses collected in this process would not be shared with any other researcher.
As per the Data Protection Act, 1988, the information of the employees or the participants in the
survey process would not be disclosed in anyway (Meyers, Gamst and Guarino 2016).
Maintaining these specific ethical considerations would determine the successful approach of a
complete research study.
3.10 Gantt Chart (Time Schedule)
Main activities 1st week 2nd week 3rd week 4th+5th
week
6th week 7th week
Selecting the
Research topic

Review of the
Literature

Formulating the
Research
methodology

The source of
Collection of
primary data


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Analysing the
collected data

Results 
Stating teh
Conclusion and
Recommendation

The Submission 
Table 1: Timeframe
(Source: Created by the Author)
3.11 Summary
The chapter summarizes the appropriate use of the methodological approach to formulate
a complete understanding about any research study. The major issue identified in this study is the
inappropriate marketing techniques of Toyota due to which it is necessary to make the
modifications. This research chapter provides the insightful ideas about the appropriate research
philosophy, approach, and research techniques that are adopted for developing an informative
research study. The research methodology is applied to the field research where two types of data
collection techniques are developed, such as primary data collection and secondary data
collection. The chapter also describes the helpful data collection methods to gather the enriched
information related to the research issue. It is essential to develop the considerable ideas of the
internal and external market influence. The application of the appropriate methodology would be
helpful enough to formulate an informative research study. The recognized accessibility issues

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and the ethical considerations are presented in this section of the study. One of the most
significant aspects that are needed to be taken into consideration is the maintenance of the
privacy. The names of the respondents would not be disclosed and these would be anonymous.
The researcher needs to ensure that the responses collected in this process would not be shared
with any other researcher. A scheduled timeline provides the idea about the entire timeframe for
completing the entire research study. Based on such methodological approaches, the further
study would present the appropriate data collection and analysis process.

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