Research Methodology for a Case Study on Customer Service Quality and Customer Engagement in a Retail Shop

This article presents the research methodology used for a case study on the impact of customer service quality on customer engagement through customer satisfaction in a retail shop. It covers research philosophy, approach, strategies, investigation type, time horizons, data collection, analysis, and ethics. The selected research philosophy is positivism, the approach is deductive, the strategy is survey, the investigation type is quantitative, and the time horizon is cross-sectional. The data collection includes both primary and secondary methods, and the data analysis is quantitative. Ethical considerations are also discussed.

Research methodology

Table of Contents
Research methodology.....................................................................................................................3
Research philosophy:..............................................................................................................3
Research approach..................................................................................................................4
Research strategies.................................................................................................................4
Type of investigation .............................................................................................................5
Time horizons ........................................................................................................................6
Data collection........................................................................................................................6
Data analysis:..........................................................................................................................7
Research ethics ......................................................................................................................7
Reference.........................................................................................................................................9

Research methodology
Research methodology is the process of collecting information with respect to specific
research field. The main purpose of research methodologies is to support the process of
collecting appropriate and authentic information with respect to present study. Research onion
model was presented by saunders in their book titled Research methods for business (Husni,
2020). The model mainly explains the various stages of writing dissertation so that there can be
creation of better organised methodology. Below mentioned is research onion model that
illustrates the way where different elements are part of research work. There are different types
of methodologies that is required to be considered as per the needs of research report. Some of
such methodologies are mentioned below:
Research philosophy:
Research philosophy is the belief that is associated with the method in which the data is
collected with respect to laid aims and objectives of the report. There are three types of
methodologies that includes axiology, epistemology and ontology. With the help of research
philosophy is regarded as the beliefs as per which reliable knowledge and information with
respect to some object can be timely obtained. Each of the philosophies is very helpful in the
process of having sufficient information base. Each of the philosophy is mentioned below:
Ontology: It is the type of philosophy that explains the nature of actuality, there are three types
of ontology philosophy that incudes pragmatism, constructivism and objectivism (Fairchild and
McFerran, 2019). Each is very helpful in the process of collection and evaluation of information.
Epistemology: It is one of the research philosophies that helps investigator in the process of
collecting information with respect to selected subject. Epistemology is classified that includes
interpretivism, positivism and critical realism.
Axiology: It is the philosophy that helps in the process of earning the way available can posses
effect on data analysis & collection of study.
Justification of the selected philosophy: From above discussed information it can be observed
that there are different research philosophies that are very effective and useful in the process of
analysing information (Clarke and Hoggett, 2019). In context of present research positivism
philosophy will be used as it will assist in the process of collecting, using and further evaluation
of quantitative information.

Research approach
Research approach is defined as the process of evaluation of collected information in
effective and efficient manner, there are two main discussions of research approach that includes
deductive approach and inductive approach (Plessis, 2017). These two approaches are very
helpful and useful to facilitate the process of collecting of relevant information. The two
approaches are defined below:
Inductive Approach: It is the approach that is described the type of approach that helps
instigator in the process of theory development and nota accepting a already established theory.
Deductive Approach: It is the approach that is useful in the process of evaluating the
quantitative information in numerical information (Holmes, 2018). This approach is basically
concentrating on the primary form of information.
Justification of the selected approach: As per the above made analysis it can be said that both
the approaches are effective and efficient as per the needs of present thesis. But there is selection
of deductive approach that helps investigator in evaluation of the primary and quantitative
information as compared to inductive approach deductive approach is practical as it focuses on
evaluation of statistical information, deductive approach is also very helpful in achievement of
higher efficiency and achievement of aims and objectives appropriately (Harman, 2019).
Research strategies
There are different types of research strategy that is to be used for the purpose of collecting
information that is relevant to the research topic. Research strategy is classified in different types
that includes survey, grounded theory, case study, action research. All are very helpful in the
process of collecting of date but the strategy is select as per research choice some of such
strategies are mentioned below:
Case study: It is the type of research strategy which is having emphasis on specific areas like
organisation, countries tec, this strategy is generally used when there is collection of secondary
data with respect to the topic.
Experimental: It is the type of research strategy that provides introduction about the
development of research process (Buer, Strandhagen and Chan, 2018). It is used to analyse the
overall results of experiments as per potential results, this strategy may consume lot of time
period in collection of appropriate information.

Survey: It is the strategy that is used for the purpose of collecting information as it assisted
researcher in collection of information directly from the source that is there is presence of first
hand information, it leads to collection of numerical information from larger representatives.
Action research: It is a strategy of investigation that is effective in some of the specific
industries that includes professional areas of education or health sector (Arseven, 2018). Which
further leads towards understanding of professes, nurses.
Justification of the selected research strategy: As per the above mentioned information
discussed strategies are efficient effective. In the present dissertation survey strategy which is
selected by the investigator. There are many different reason for the purpose of this study that
includes inexpensive, collection of primary information, survey startegfy si also very helpful in
having effectiveness in terms of time, Cost and other resources.
Type of investigation
Research choices: Research choice is helping in the process of collecting information or data
with respect to the subject and topic. It facilitates the researcher in process of collecting of
reliable, relevant and authentic information. All the methods are very helpful in having sufficient
information base related to specific topic. Research choice is defined with systematic
justification as mentioned below:'
Mono method: Mono method is regarded as the research choice where there is requirement of
only one type of information. In this researcher has to make choice between quantitative and
qualitative information. It is select by researcher when they know they can attain the objectives
by using one type of information either quantitative or quantitative method.
Mixed method: Mixed Methods is the researcher choice that helps in collecting information that
is both qualitative and qualitative both, it is effective method when investigator will posses both
type of information to achieve research objectives.
Multi method: It is the method that is having similarity with mixed method that facilitates in the
process of collection qualitative and quantitative information.
Justification of chosen research choice: As per the needs of present researcher work
quantitative method will be select for collection of statistical and numerical information. It is
also going to help in having the required figure and facts that will provide valid and accurate as
compared to qualitative information base. In present research work investigator will be focussing

on quantitative information so that there can be easy and timely achievement of objectives in the
specified time frame only.
Time horizons
Time horizon is the method in which specific time frame is scheduled so that laid aims and
objectives can be achieved easily, it helps researcher in the process of scheduling of each activity
and task that in a proper and systematic manner. There are two types of time horizon that
includes cross sectional time horizon and longitudinal. This is clearly described as mentioned
below:
Longitudinal time horizon: Longitudinal time horizon is used for scheduling of activities in
such a way that it may take longer time period as compared to normal situation.
Cross sectional time horizon: Cross sectional time horizon takes less time period as compared
to longitudinal time horizon.
Justification of selecting time horizon: In present research work, investigator has selected cross
sectional time horizon that assist in the process of completion of each task and activity efficiently
and effectively. It assist in process of achievement of objectives in specified time duration with
higher efficiency. The main reason for selecting of time horizon approach is that it is covering
multidimensional approach.
Data collection
Data collection is the strategy in which there is collection and further determination of data with
respect to investigation topic. For researcher it is very important to select accurate, relevant and a
valid method to collect appropriate information so that defined outcomes can be achieved. Data
collection mainly divide in two types that includes primary & secondary data collection methods:
Primary data collection: Primary data collection is the type that facilitate the investigator in
process of collecting first hand information. This type of data is original and is gathered from the
chosen sources, it is carried out for the first time. The questionnaire will include ten questions
that are close ended a matrix and there will be different rating scale types.
Secondary data collection: Secondary data is the method that is focussed on collection of
information from already existing sources or published sources. In this method the information
already exist and the researcher main focus in this is to address the gap that is part of published
data. Some of the secondary sources include journals, books, reputed newspaper, publications.

Justification of selected data collection method: As per the analysis of the various methods of
data collection investigator will be selecting both primary and secondary data collection. Primary
method will be used so that there can be presence of relevant and appropriate data from the
identified segment of participants. Participant are involved in the process of collecting
information using of questionnaire so that each answer can be properly answered. Secondary
data collection is used for addressing the gaps that are part of existing information in systematic
manner that is books, journals, articles, newspaper etc.
Data analysis:
In present research there will be application of statistical techniques to evaluate the information.
There will also be focus on application of thematic analysis as a tool for the purpose of
evaluating the theoretical form of data and information. There are two main method of data
analysis as mentioned below:
Qualitative analysis: This approach is mainly based on answering of questions such as “why”,
“what” or “how”.
Quantitative analysis: This is the measurement and analysis of numbers. The data here is
presented in scales and is further extended for more statistical manipulation.
In the present research report there is selection of quantitative analysis which is going to help in
the process of analysing the overall collected information.
Research ethics
There are some of the ethical consideration that have to be taken into consideration to ensure that
there is proper adherence to the security and privacy of the participants who are involved in the
research work. For this purpose there will be use of a consent form so that there is no breach of
any type of privacy policies associated with the respondents. Research ethics provides basic
guidelines that is very important for conducting the Research work. It is important to have
implementation of higher ethical standards. In present research report there are some of the
ethical consideration that will be properly adhered as mentioned below:
 Honestly reporting of results, data, methods and procedures.
 There is avoiding of biases in experimental design, data interpretation, data analysis,
personnel decisions, peer reviews, expert testimony and other research aspects.
 There is following of integrity to act with consistence of thought and action.

 Timely avoiding of negligence and errors by critically examining of own work and work
by keeping records of research activities.
Sampling: sampling is the process where spec sample is selected from the whole populations
segment. It is not a easy process to analyse and select the population so it is reason to select and
analyse the whole segment of population. There will be a sample size of 50 respondent where
there is application of probability sampling a method that can assist in selection of respondents
without having any specific criteria.

Reference
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