Research Methodology - Assignment
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Added on 2021-05-31
Research Methodology - Assignment
Added on 2021-05-31
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Running head: RESEARCH METHODOLOGYResearch MethodologyTopic: Student’s name: Name of the university: Author’s note:
1RESEARCH METHODOLOGYResearch Methodology IntroductionResearch methodology is the process of collecting data and information for the purposeof establishing decision for the research. As stated by Friend and Jessop (2013), researchmethodology is the procedure through which the researcher can describe, predict and explain thephenomena. In this research, the researcher has collected the data about the influence ofcorporate social responsibility on social media and consumer buying behaviour. Throughcollecting the data, the researcher has strived to evaluate the extent to which the consumers careabout CSR and to ascertain the concern about CSR affects buying behaviour. Proper use ofmethodology has provided a chance to the researcher to collect primary data to determine thedifferent demographics uses social media to gather information on company’s CSR.Research OnionIn research methodology, research onion is a layered approach to collect the data in asystematic way. Research onion is segregated in three different layers, ontology, epistemologyand axiology. Research onion concept was developed by Saunders and other researchers toconduct the research following some specific layers of conducting the research. As stated bySaunders et al. (2015), research onion helps the researcher for the effective progression forcollecting data and most importantly, it provides the exact framework to formulate the process ofdata collection and data analysis. Research Philosophy
2RESEARCH METHODOLOGYResearch philosophy deals with the source, nature and development of knowledge. Inbusiness research, research philosophy is an assumption about the ways in which data about aphenomenon should be gathered, analysed and used (Neuman 2014). In this research, theresearcher has collected data based on the impact of corporate social responsibility on socialmedia and consumer behaviour. There are four kinds of research philosophy, positivism,realism, interpretivism and post-positivism. Justification of selecting positivism philosophy In this research, the researcher has used positivism research philosophy as it helps indirecting the research in a logical way. Positivism philosophy of research depends onquantifiable data those analyses through statistical data analysis process. In this research, data onconsumers’ observation towards corporate social responsibility has been gathered and the datahave been collected using scientific process. Positivists believed that objectivity was acharacteristic that resided in the individual scientist. Scientists are responsible for putting asidetheir biases and beliefs and seeing the world as it 'really' is (Panneerselvam 2014). In positivismresearch, the data must be empirically observable through human senses and it is based oninductive reasoning. Positivism assumes in the deductive process where the researcher cangeneralise in leading towards prediction through explanation and understanding (Garcia-Roselloet al. 2015). On the other hand, realism philosophy has not been selected by the researcher as thisphilosophy deals with the conceptual scheme, linguistic and perceptions of the respondents. Inaddition, interpretivism is based on social science and it mainly helps in qualitative research andits related discipline. However, this research has been based on the quantitative data.Research Approach
3RESEARCH METHODOLOGYResearch approach is an arrangement of which a research should be done. Researchapproach depicts the detail strategies through which information can be gathered (Smith 2015).There are two principal kinds of research approach, inductive and deductive approach.Justification of selecting a deductive approachIn this research, the researcher has followed deductive approach as this approach helpsthe researcher to deduce knowledge from the existing literature sources. There are a largeamount of data already present in the existing literature based on corporate social responsibility(CSR) on social media and consumer behaviour. Deductive approach aims to test the theory fromwhich the information can be gathered. The fundamental aim of the CSR is to respond more todemands of the customer to create awareness; the organisations can do this through the socialmedia. CSR is the primary factor in the relationship between brand and customers that in turncan affect consumers’ behaviour. Moreover, deductive approach helps to analyse the data fromgeneralised to specific perspective. The deductive approach starts with a proposition and endswith the result either confirmed or reject (Palinkas et al. 2015). On the other hand, the inductiveapproach has not been selected in this research as inductive theory starts with observation andthe researcher tries to create a theory out of this. Through inductive approach, the researcherneeds to establish a theory deducted from the observation. In this research, the researcher did notwant to conceive any theory as large numbers of existing literature already explained about CSRand consumer buying behaviour. Research design Research design helps to collect the data in a systematic plan. Research design helps theresearcher to recognise the issues keeping in mind the objectives to sum up (Knobe and Nichols
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