Qualitative Methodology for Examining Community and Consumer Food Environment for Children

This research article by Dubreck et al. (2018), emphasizes on the examination of community as well as consumer food environment for children. The research study has been based upon Ontario. Main target of the author is to analyse the food environment for children and the possible impacts of such environment upon the health issues that are emerging globally. In order to connect the Global Health issues, the derivations of the health outcomes among the rural and urban people of Ontario have been connected with the other variable.

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Management
Student’s Name
University Name
Author’s Note

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Table of Contents
1. Introduction..................................................................................................................................3
2. Overview of the qualitative methodology...................................................................................3
3. Identification of the qualitative research approaches..................................................................4
4. Strengths and limitations of qualitative research.........................................................................4
4.1 Strengths.................................................................................................................................5
4.2 Weaknesses............................................................................................................................5
5. Description and evaluation of sampling procedure.....................................................................5
6. Discussion of possible alternatives for the sampling participants...............................................6
7. Description and evaluation of data collection.............................................................................6
8. Discussion of possible alternatives for data collection................................................................7
9. Description of internal and external validity in qualitative research.......................................7
9.1 Internal Validity.....................................................................................................................7
9.2 External Validity....................................................................................................................8
10. Analysis of internal and external validity in this research study...............................................8
11. Evaluation of Research Design and its relation with research questions..................................8
12. Summary....................................................................................................................................9
Reference List................................................................................................................................10

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1. Introduction
This research article by Dubreck et al. (2018), emphasizes on the examination of community
as well as consumer food environment for children. The research study has been based upon
Ontario. Main target of the author is to analyse the food environment for children and the
possible impacts of such environment upon the health issues that are emerging globally. In order
to connect the Global Health issues, the derivations of the health outcomes among the rural and
urban people of Ontario have been connected with the other variable. In order to understand and
reflect the junk food opportunities that makes children exposed to retail food chain in both rural
and urban belts, a detailed interview has been organised with the managers as well as the owners
of the various food retail chains. According to Alvesson and Sköldberg (2017) as evident in the
problem statement put forward by the researchers of the article, not an adequate level of research
has been conducted in order to assess the influence of the retail food chains in the neighbourhood
and the increasing rate of consumption of junk food over the children. The paper thus focuses on
evidence of the qualitative methodology for conducting the research study and the research
methodology for thorough evaluation and analysis of the research paper in discussion.
2. Overview of the qualitative methodology
According to Choy (2014) there lies two types of research methodologies, qualitative and
quantitative data analysis of the research. Qualitative research is the best employed scientific
form of research and it incorporates a form of Investigation that AIMS at seeking answers to a
particular question. In the course of this research study, two important questions have been
raised. The first question is what are the first food opportunities that entices the children towards
the fast food retail shops and the second question that is raised here is that what is the important
health impact of regular fast food consumption upon the school going children. This research

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methodology also makes use of a systematically set predefined set of processes in order to obtain
answer to this question (Antwi & Hamza, 2015). As analysed in the concerned case study, the
pattern of interviewing the managers of the various fast food retail stores have been selected as
the feasible medium for data collection a process which in turn suffice this approach of the
research. The findings that are produced in the course of this research study and not premeditated
are determined in advance and in this research study also the information revealed through the
interview session are authentic and first hand.
3. Identification of the qualitative research approaches
For carrying out qualitative data, as per the insight of Flick (2015) thematic approach will
be undertaken with the consideration of all the factors for the deductive research methodology.
The methodology of deductive research approach has been selected for qualitative research
conducted in this research paper. The entire research is founded upon set of hypothesis that is to
be clarified or established through the research process (Barnham, 2015). This is a foundation of
a typical deductive research approach. The first hypothesis clarifies that there is and negligible
impact of Fast Food consumption on the health of school going children and the second
hypothesis confirms that there is ample evidence of high level of impact of Fast Food
consumption as well as increasing fast food opportunities on the health of children. By the end of
the research study, one of the hypothesis will be nullified. Since the premises of this research
studies true, as per the typical characteristics of a deductive inference, the conclusion that would
be derived by the researcher by the end of the data interpretation will also be true. In the data
interpretation part, in qualitative research approach, the generalisation of the data findings take
the route from general to specific (Brannen, 2017). Again in the case of deductive approach, the
data collection is used for evaluation of hypothesis which are related in the context of an existing

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theory. The same has been done in the case of this research article also and hence considering all
these factors the selection of the deductive research approach is absolutely justified.
4. Strengths and limitations of qualitative research
4.1 Strengths
Conduction qualitative research in the course of this research study, reveals that there are
ample advantages of this mode of research. According to Panneerselvam (2014) one of the
advantage includes the subject materials, which is in this case the sample population that is being
interviewed, can be evaluated, with extra detailing. Qualitative analysis emphasizes place on
metrics of data which is being collected. As an outcome the data can be in hands to next level of
specifications as an outcome of which further opportunities gaining inside during the data
analysis and interpretation is found (Dang & Pheng, 2015). Furthermore Queirós, Faria and
Almeida (2017) in his research emphasized the impact of qualitative research, the research
frameworks become more fluid and their based on already available data. Besides that,
qualitative data is also based upon human experiences SLS observations which make it authentic.
More important than anything, the dinner that is gathered, always has a predictive quality to it.
4.2 Weaknesses
The most important disadvantage of quality research is that the quality of the research data
majorly subjective. Because of its rigidity, the data assessment and demonstration becomes
difficult. The data findings in qualitative research is very important, however such data is
difficult to present. Fletcher, De Massis and Nordqvist (2016) in his research study argued on the
fact that the disadvantage is that qualitative research is definitely not statistically representative.
In such instances, the individual reporting about the consumption trends of fast foods among the

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children would be flawed. Hence, the research study and the analyses would be deviated from
the correct path.
5. Description and evaluation of sampling procedure
The sampling technique that was used for this research includes both non probability and
probability techniques of sampling. According to Edjabou et al. (2015) simple random sampling
technique will be the most suitable for this study for the gain of the better understanding related
to the topic. For the purpose of this research study, a process of simple random probability
sampling have been selected. The importance of the sampling is in the fact that the sample
respondents are from a certain community. The sampling has been done based on this method
since the target community based on which the research is being done is extensive and spread
over a big geographic territory. Hence, it is essential that the selection of representatives from
that target community be done in a random manner.
Among the two methods of the data collection method, as per the research study by (), in this
particular research study, the data collection is based on their availability. Simple random
sampling has been selected for research study because of the random method used in a selection
of respondents from a certain community (Flick, 2015). Simple random sampling process is a
strategy that can be used for the selection of a specific number of people from a big community
that needs to be analysed under the concerned study. Again, the usage of simple random
sampling have been used in the study because of the fact that fast food is more or less consumed
by all the people in the concerned community. Hence, simple random sampling is the most
suitable strategy for data collection is this research study.

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Moreover, it is essential to mention that qualitative study have been selected for this research
because, there is requirement of first hand data owing to the fact that the researcher is trying to
evaluate few comparative facts that is needed to statistically substantiated through primary
research. The details about consumption trends of fast foods and the fest food opportunities
would not be revealed without the aid of primary qualitative study.
6. Discussion of possible alternatives for the sampling participants
For the purpose of research data sampling an alternative method of Focus Group could have
been selected also. There can be a lot of biasness and ambiguity in the opinion of the respondents
of a lesser age group as well as the parents were involved in this research study hence there is
doubt regarding the accuracy of the interview data. In the place of interview survey and so on, an
interview or simply observation strategy based on Focus group could have been formed
including various students who are to be assessed for their middle food opportunity and retail
food consumption analysis. This would also provided first hand data to the researcher (Hartas,
2015). Such data is not obtained through interview where it is a professional way of exchange of
conceptions. However to the formation of Focus Group, the data that would have been gathered
would be authentic.
7. Description and evaluation of data collection
For the purpose of Data Collection, at First row data have been collected from the
respondents who participated in the interview. According to (Ghauri and Chidlow 2017), Data
collection is a very integral part of this research study. Empirical research findings would not be
able to provide direct and in depth information about the fast food consumption trends of the
selected target group. Very less empirical data is available regarding the key research area. That

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is why a primary qualitative research is inevitable for this research study. The research
respondents were are asked to provide the opinions against open ended questionnaire. At first,
the road internet was developed through conduction of the interview was collected in an excel
sheet and then another spreadsheet was prepared where the summative points against each
responses for calculated in a tabular form. As per the research study and the analysis by
Litosseliti (2018), some of the effective tools for the research data analysis would be the
implementation of Mean Median and mode analysis, single T test analysis and lastly regression
analysis, the link between the variables were analysed and justified.
8. Discussion of possible alternatives for data collection
The random sampling technique that has been utilised here is justified. However in order to
follow and alternative strategy, research data could also have been collected from the parents of
the school going children who have a great role in increasing the retail store opportunities are the
fast food opportunities for the school going children. In spite of having weight access to the fast
food opportunities, the children do not have monetary access to search retail shops. It is their
elders are the parents who financially empower them to buy and have such fast foods. This is
why, Mackey and Gass (2015), states, you did the sample size for the interview should have been
made larger with the incorporation of other communities of population why the parents of the
school going children, School going children itself or the shopkeepers of the retail shops who
would have helped in provision of practical data regarding not only what percent of children
from various demographics are attracted towards first food, but also what are the most influential
factors that help the students in being enticed towards fast foods, nowadays.
9. Description of internal and external validity in qualitative research
9.1 Internal Validity

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In the case of a qualitative research study, internal validity implies that approximate rules
concerning inferences regarding the cause - effect all causal relationships. The internal validity
as evident in this case, also targets and establishment of a single causal relationship. As per the
critical review by McCusker and Gunaydin (2015), the impact of social program, social
intervention and social changes are analysed in detail involving variety of interview respondents
Owing to, qualitative research study the researcher would be able to arrive to conclusion which
would be based upon the best return of the data interpretation program. Analysis of the research
data but also has the research to understand the causes behind the excessive Rise of the
consumption trend among children. Hence, Quinlan et al., (2019), states that the research sample
that is needed for the recent study is comparatively lesser in context to the internet population
which perpetually agreed to participate in the context.
9.2 External Validity
So far as external validity is concerned in the context of qualitative research, external
validity becomes an important component of the perspective that helps the research to come to a
conclusion. Again it can also be mentioned in the recent sample.
10. Analysis of internal and external validity in this research study
As a part of the analysis of internal validity, it can be processed that the generalization of the
day together to the interview is very well possible towards the entire community of the fast food
organizers. Such people needs to have an understanding of how their business processes are
affecting the school going children. Secondly, it should be highlighted that in order to validate
and generalized the research outcome, more complicated and prepare rejected research sample
could have been selected for the study that would have involved the school going students

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themselves as well as their parents, both of you are able to check is awareness and increment of
demand of Fast Food by the children (Smith, 2015). Again, as a part of the external validation
strategy. Hence, the large implication is that the reliability upon the research findings would be
Limited. Incorporation of 223 more sample for data collection, the justification of external
validity could have been provided in a better way in the research.
11. Evaluation of Research Design and its relation with research questions
For the purpose of this qualitative research study the research would be based upon an
exploratory Research Design. Exploratory research is absolutely justified for the discovery of
latest and innovative ideas along with insights in to the supposed data-collection processes that
are statistically accurate as well as previously established by other researches. As per the critical
analysis by Walliman (2017) the Research Design is generally adopted for developing the areas
of social intervention, determination of alternative course of action in context to the prioritising
areas where they have been not much research conducted before this as well as social growth
analysis for the purpose of interpretation of raw data collected from respondents, exploratory
research allows the development of open ended questionnaire based upon which the response can
be easily collected analysed as well as interpreted .
12. Summary
In the course of this study, a great social issue has been highlighted where by the research
conducted, highlights how the first four opportunities by increasing the consumption rate in the
school going children. Hence the owners as well as the dealers of the fast food retailers should
understand this affect immediately and take schedule steps against that. Followed by the rate

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analysis in the research, detail study of them statistical analysis regarding the consumption of
Fast Food by the parents, children as well as both and influence have been assessed. Besides
analysis of external and internal validity of the special state accommodation revealed that the
level of internal validity of resources hi where is the external validity level might improve
address also. The selection of the sample size, the sampling techniques as well as the
interpretation methods are all justifying it.
13 Research Ethics
Strict ethical guideline have been followed during the entire research procedure. The
researcher has taken care not to fabricate, falsify or misinterpret data in any way. The researcher
has not shared the research data with any other agency and also refrained from using the data in
the research work from any work other than this research study. In the way of interpreting the
data, the researcher has taken care not to conduct careless errors or negligence in the way of the
study. The confidentiality of the research respondents have been maintained also. No names of
the respondents have been used in the research study. According to Creswell and Poth (2017),
maintenance of proper ethical guidelines and pre permission for the conduction of the research is
one of the essential factor for avoiding any approaches that tends to violate the regulations and
the norms of the ethical guidelines.

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