Impact of Online Reviews on Restaurant Choice

This assignment delves into the impact of online reviews on consumers' choices when selecting restaurants. It proposes a descriptive research design to investigate customer behavior influenced by online reviews, arguing for its suitability in observing natural behaviors without interference. The assignment justifies the chosen research methodology and emphasizes its role in guiding quantitative research efforts.

Dissertation Proposal
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Title: The impact of online reviews on selection of restaurant by consumers”
Research philosophy
Research philosophy encompasses the belief that governs the way in which data should
be collected as well as analysed about a particular phenomenon (Daniel and Sam, 2011). The
present dissertation will be intended to study the impact that online reviews have on customer
selection of restaurant. There are various types of research philosophies. They are positivism,
interpretivism, realism, objectivism, pragmatism etc. Positivism philosophy has perception that
the world is external and objective (Bhattacharyya, 2009). In contrast to this, interpretivism
philosophy assumes that reality can be appropriately understood through subjective interpretation
of intervention.
For the present research, positivism will be chosen as the philosophy. This philosophy
assumes that reality is stable. According to it, reality can be studied as well as described from an
objective viewpoint. This philosophy helps in studying the phenomenon without interfering with
it. Positivism philosophy assumes that the phenomenon should be isolated. It considers that
observations should be repeatable. Use of positivism philosophy for the present dissertation is
justified. This is because, it will lead to independency of observer. Moreover, with it, the
researcher will have a responsibility of focusing on the facts. This will assist in determining the
ways in which online reviews influence the behavior of consumer and their selection of
restaurants (Johnson and Christensen, 2010). It will enable in collection of relevant data that will
help the researcher in determining the impact of online reviews on selection of restaurant by
consumers.
Further, positivism philosophy will help in reducing the phenomena to simplest element.
As a result of this, the phenomenon of online reviews and their impact on consumer selection can
be studied in detail. In this way, various aspects related to the phenomenon can be explored in an
in-depth manner. Positivism philosophy will make the researcher independent from the study.
This will be beneficial as it will help in reducing the bias. Apart from this, current research on
impact of online reviews on selection of restaurant by consumers will be effectively done with
the help of positivism approach as it help to understand a simple fact in concise manner. The
reason behind the same is well defined structure of the same (Positivism, 2016). It proves
relatively less chances for variances and drastic changes through which researcher can easily
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reach at the conclusion or research aim. Furthermore, positivism philsoo9py will make it
possible to collect objectives information which facilitates to conduct entire study on the basis of
scientific assumptions (Bhattacharyya, 2009). However, this aspect will assists scholar to
demonstrate causality whereby imperative information with regard to selection of restaurant by
consumers can be collected.
It shows that selected positive philosophy will be helpful in extracting valid outcome
from collected data for proposing valid suggestions in the light of present research topic. By
selecting this philosophy research can allow large number of sample which can be selected
randomly in order to gather primary information on study, if required. In addition to this,
research can rely upon wide range of situations for fulfilling basic requirement of objectives
nature of study. It reflects that selection of positivism philosophy will be effective for producing
operationalized results which can be measured by readers effectively. Along with that, units of
analysis will be reduced to the simplest terms through which findings of study can be presented
in an effectual manner.
Research Design
Research Design is denoted as detailed outline of how a research is going to be taken place
(Mitchell and Jolley, 2012). Herewith dissertation aims at assessing the impact of online reviews
on selection of restaurant by consumers, therefore, it is specifically required to assess how data
will be collected, what instruments are going to be employed and how such research instruments
will be used, along with the suitable means of data analysis. For this dissertation, research design
functions to ensure that the evidence gathered from range of sources will be used to effectively
address the problem of study in a logically manner. The research problem of current dissertation
need to be investigated in a logical sequence, therefore, it is required to make a blueprint of data
collection and its analysis, which is possible through applying appropriate research design
(Garner and Scott, 2013).
Descriptive research design is defined as a scientific method which involves observing and
describing the research problem without influencing others (Maxwell, 2012). This research
design is generally used in the studies based on scientific disciplines like as social science and
psychology for the purpose of obtaining a general overview of the area. Here, for the present
dissertation, descriptive research design is going to be used for assessing the impact of online
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reviews on selection of restaurant by consumers (Creswell, 2013). The rationale behind using
such method is to identify the behaviors of customers as an impact of online reviews. This is
important to make an in-depth investigation into the impact of online reviews on selection of
restaurant by consumers, therefore, descriptive research design is chosen. However, the cited
research design is used to test and measure the large number of sample and suits quantitative
types of experimentation. The nature of herewith dissertation topic might include a large
population. Hence, to assess information from such population, descriptive research design is
going to be used. The natural behaviours of customers regarding online reviews is going to be
identified therefore, the use of mentioned research methodology is justified as through this,
research can easily observe natural behaviours without affecting sources of data in any way
(Research design and methodology. 2016). The area of herewith investigation is going to be
studied in an unchanged natural environment. The use of cited research design is suitable to get a
general overview if variables found in the investigation are worth testing quantitatively or
not. Using such method research is going to save time and cost to assess data. Including this,
descriptive research design is going to give the present investigation a direction towards
quantitative research. Therefore, selection of appropriate research design and philosophy will be
effective for reaching at the aim of the study in an effectual manner.
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REFERENCES
Journals and books
Bhattacharyya, K. D., 2009. Research Methodology. Excel Books India.
Creswell, J.W., 2013. Research design: Qualitative, quantitative, and mixed methods
approaches. Sage publications.
Daniel, S. P. and Sam, G. A., 2011. Research Methodology. Gyan Publishing House.
Garner, R. and Scott, G.M., 2013. Doing qualitative research: designs, methods, and techniques.
Pearson Education.
Johnson, B. and Christensen, L., 2010. Educational Research: Quantitative, Qualitative, and
Mixed Approaches. UK: SAGE.
Maxwell, J.A., 2012. Qualitative research design: An interactive approach: An interactive
approach. Sage.
Mitchell, M. and Jolley, J., 2012. Research design explained. Cengage Learning.
Online
Positivism. 2016. [Online]. Available through:<http://research-methodology.net/research-
philosophy/positivism/>. [Accessed on 10th June 2016].
Research design and methodology. 2016. [Online]. Available at:
<http://uir.unisa.ac.za/bitstream/handle/10500/1452/04chapter3.pdf>. [Accessed on 10th June
2016].
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