Introduction to Research Methodology - An Overview

Running head: RESEARCH METHODOLOGY
Research Methodology
Name of the student
Name of the university
Author note

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3.1 Introduction
Research methodology is the process of developing effective research design for
gathering information and examining it based on the objectives of the study. It includes the
research framework, tools and the instruments necessary for gathering information (Choy 2014).
Methodology develops a research design which can be replicated in future studies to obtain
similar results. It helps in evaluating the overall validity and reliability of the study. Studies use
quantitative, qualitative and mixed method research design to gather information in the research
(Srivastava and Thomson 2009). In this section, the methods used has been discussed in detail to
understand the overall process used for gathering and analysing the data collected.
3.2 Research Design
Research design is the process of choosing between qualitative and quantitative research
methods (Creswell and Poth 2016). On the contrary, Angrist and Pischke (2010) defines it as the
process of developing a plan of action for gathering information effectively. Therefore, there are
multiple ways of collecting data and analysing it but it is necessary to choose methods by
evaluating the suitability and the advantages of using a method. It also essential to understand the
disadvantage of each method for developing a succinct design (Creswell and Poth 2016). There
are mainly three research designs: exploratory, explanatory and descriptive research design
(Meyers, Gamst and Guarino 2016). In this study, a descriptive research design has been chosen
which focuses on describing the phenomenon in detail and provides an in depth analysis of the
characteristics of the data collected. In this study, qualitative research design has been chosen
for addressing the objective which is the reason that the descriptive research is more appropriate
(Lewis 2015). It uses a wide variety of qualitative measures to what are the factors behind the
lack of retention of the financial advisors. It is helpful in cases when the research problem is not
well defined and in this study as the reason behind the lack of retention is not clear, a causal
study is not feasible which leads to choosing a descriptive research design for analysis.
3.3 Sampling strategy
As opined by Sadler et al. (2010), sampling is the method of choosing sample subsets
from the total target population. It is used in cases when the sample size for the study is huge
and smaller subset would help in reducing the time, complexity and cost of the research. The

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process of sampling needs to be in line with the design chosen in the research. As the study as
opted for a qualitative research design, a non- probabilistic sampling method is more suitable for
selecting respondents (Qiu, Zheng and Wang 2017). The non-probabilistic sampling method can
be divided into haphazard sampling, convenience sampling, purposive sampling and snowball
sampling (, Zheng and Wang 2017). In this study, purposive sampling has been chosen as the
method of choosing respondents. Tansey (2007) has described non probabilistic sampling
method as the method where populations are selected based on the fit of the target population as
per the research objective.
The total target population of the organisation is 345 and 130 employees have been
chosen as the respondents for the study. It consists of employees from 4 of the 6 branches of the
company and includes Zilwa Financial Services Mthatha, Zilwa Financial Service in Eastern
London, Izulu Pty in Port Elizabeth and Izulu Pty in East London. However, in the EC region
only 30 financial advisors have been selected for the interview from the chosen branches. On the
other hand, 10 sales managers has also been chosen from all the six branches based on the branch
size where one sales manager from each of the Queenstown and Flagstaff and two each from
Mthatha, the two East London branches and Port Elizabeth. These managers have been chosen
for the research as they have previously worked as a financial advisor within the organisation.
The participants selected are still actively working within the organisation and it is difficult to
conduct exit interviews as majority of them abscond without proper notice, resignation and
serving of notice period.
3.4 Data collection
The research uses a qualitative approach which implies that the student needs to collect
data using an interview for effective data collection. In this study, the research has chosen a
primary data collection method where semi structured interview has been chosen as the method
for gathering information. Pathak and Intratat (2016) states that semi structure interview
facilitates in changing the order of the question based on the responses from the interviewees. It
facilitates in improving the flow of the conversation with collection of better data quality
(O’Keeffe et al. 2016).
The interview questionnaire consists of 5 open ended questions and these questions will
gather in depth answers from the respondents. The questionnaire took around 20 minutes to

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complete and the overall conversation has been recorded. The recorded conversation has been
transcribed and then qualitative coding has been performed on it. () states that coding is the
process of developing codes from the interview transcripts based on the pattern of the data
collected by linking it with past theories. Qualitative coding has been divided into open coding,
axial coding and selective coding for developing themes. These themes have been analysed to
develop significant results.
3.5 Ethical consideration
The research has complied with the ethical code prescribed by the University. The
respondents have been treated fairly and respect. In order to protect the privacy and anonymity
of the respondents, a disclosure has been provided which has sworn to protect the confidentiality
(Bilimoria, Chung and Hedges 2018). Consent form has been developed to seek permission from
the Channel Head: Sanlam Advisor Network. The consent form included information regarding
the purpose, objectives and process of the interview to remain objective in the research. The
consent form facilitated voluntary participation and respondents have not been forced to take part
in the research. Moreover, the interview questionnaire does not include any discriminatory
language which may offend any participant.
3.6 Conclusion
Thus, it can be concluded that the study has developed a descriptive research design
which collects qualitative data through semi structured interview. It helps in collecting in-depth
data and perform qualitative coding on it. The research ensured use of reliable and valid methods
for improving the precision and accuracy of the research.

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References
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better research design is taking the con out of econometrics. Journal of economic
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Bilimoria, K.Y., Chung, J.W. and Hedges, L.V., 2018. External validity is also an ethical
consideration in cluster-randomised trials of policy changes. BMJ quality & safety.
Choy, L.T., 2014. The strengths and weaknesses of research methodology: Comparison and
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Creswell, J.W. and Poth, C.N., 2016. Qualitative inquiry and research design: Choosing among
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Lewis, S., 2015. Qualitative inquiry and research design: Choosing among five
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O’Keeffe, J., Buytaert, W., Mijic, A., Brozovic, N. and Sinha, R., 2016. The use of semi-
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Srivastava, A. and Thomson, S.B., 2009. Framework analysis: a qualitative methodology for
applied policy research.

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Tansey, O., 2007. Process tracing and elite interviewing: a case for non-probability
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