Ubiquitous Media Systems and Dependency

This assignment delves into the concept of dependency on ubiquitous media systems, investigating how this factor influences user intentions to continue using these technologies. The researcher discusses various theoretical frameworks, including expectation-confirmation theories, and utilizes a qualitative approach to gather data. Ethical considerations are emphasized throughout the research process, with a focus on maintaining confidentiality and responsible data handling. The limitations encountered during the study are also acknowledged.

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

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Table of Contents
Chapter: Business Research Methodology......................................................................................2
1.0 Introduction............................................................................................................................2
1.1 Research Outline....................................................................................................................2
1.2 Research Onion......................................................................................................................4
1.3 Research Philosophy..............................................................................................................4
1.4 Research Approach................................................................................................................5
1.5 Research Design....................................................................................................................6
1.6 Research Question.................................................................................................................7
1.7 Research Strategy..................................................................................................................7
1.7.1 Interview.........................................................................................................................8
1.7.2 Questionnaire..................................................................................................................9
1.8 Data Analysis.........................................................................................................................9
1.9 Ethical Considerations...........................................................................................................9
Summary....................................................................................................................................10
Reference.......................................................................................................................................11

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Chapter: Business Research Methodology
1.0 Introduction
The methodology of this research will take into consideration the methodological
approach which will be used by the researcher for conducting the study. The success of a
research study is primarily dependent on the selection and utilization of the appropriate tools
and techniques associated with the subject of research methodology. In this chapter, the
stress will be put on the depiction, findings and assumption of the brief research subject. For
the given research topic, the researcher will be able to evaluate the different research
methodologies such a s the research design, philosophy, techniques used in the research
approach and the methods used for the collection of data. In the given subject of research, the
researcher will also state the ethical considerations along with their significance. The
researcher will also keep in mind the limitations faced while conducting this research and
mention the same (Brinkmann 2014). This particular chapter will throw light upon the
recognition of research methodologies with regard to the subject matter of the research. The
topic of the research is- which age group will be affected by the use of ubiquitous media
systems. The given topic refers to the fact that with the extension of technological
development the increasing population has become mobile- connected to each other. This has
led to the recent inventions and innovations of that have provided a lot of opportunities for
the organizations.
1.1 Research Outline
The structure of this particular research keeps in mind the research methodology tools
and techniques that have been selected and implemented by the researcher (Bryman and Bell

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2015). The researcher has tried to deliver sufficient justification related to the preference of the
research methodology on the topic- which age group will be affected by the use of ubiquitous
media systems. For the given subject of research, the philosophy will be interpretivism.
Interpretivism is the methodology of research which involves the process in which the
researchers interpret and evaluate the elements of the subject and incorporates human interest
into the study. The researchers who follow the philosophy of interpretivism presume that reality
is accessible only via social connections such as consciousness, language, instruments and shared
meanings. The researcher will use a descriptive method of research design which describes the
participants in a proper way (Carillo, Scornavacca and Za 2014). He will adopt the deductive
approach of research which addresseses the development of hypothesis on the basis of the
prevalent theory and create a design for the research strategy to evaluate the hypothesis. Both
primary and secondary data will be collected for this research by the researcher which will
include documents, census and previous findings along with the survey questionnaires and
interview schedule. The collection of the census data, information from the government website
and the data from database will be considered as the research strategy for the particular research
(Creswell and Poth 2017).
1.2 Research Onion
Research onion is the framework which pays attention to the fundamentals of the
research and provides the opportunity for the researcher to carry out the research work in a
systematic way. The process of research onion paves the way for a successful work in the
direction of the provided subject. This would help the researcher to gain the outcome of the
research in a proper way that has been assumed within the field of study as per the aims and
objectives of the research. The research onion on the subject- which age group will be affected

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by the use of ubiquitous media systems will provide an efficient sequence by which the research
methodology will be designed properly (De Massis and Kotlar 2014).
1.3 Research Philosophy
The commonly used philosophies in a research process are interpretivism, realism and
positivism. In the study of a research subject, the researcher is concerned with attaining
knowledge in an objective world by taking support of the scientific methods of enquiry. The
methods that are pertaining to this philosophy involve the experiments and surveys where the
followed custom is quantitative data (Eriksson and Kovalainen 2015). After the evaluation of the
other two philosophies of research, interpretivism can be considered as the suitable research
philosophy for the given field of study. By following this philosophy of research, the researcher
will be able to state that the position of knowledge in reality involves the domain of human
activities which is a social construction by the commoners and equal application on the
researchers. The interpretive paradigm in this particular research is concerned about seeing and
understanding the world from a subjective point of view. The meaning oriented methodologies
are used in this regard which takes into account the interview and observation of the participants,
which is dependent on the prejudiced association between the researcher and the subject (Gioia,
Corley and Hamilton 2013).
1.4 Research Approach
There are two kinds of approaches which are used by the researchers in the process of
gathering information. The qualitative researchers use the inductive approaches which refer to
development of a theory or finding a pattern of meaning based on the data that they have
collected. Although the process of data collection and analysis follows a methodical approach
but still there lie a greater flexibility as compared to quantitative research. On the other hand, the

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researcher while taking help of the quantitative methods put stress on the measurements,
calculations, mathematical statistics and numerical analysis by means of questionnaires, surveys,
polls and statistical data of previous findings. For the particular research on the given subject, the
researcher will use the deductive approach because this kind of research involves the
development of hypothesis on the basis of the prevalent theory and then find out an appropriate
research design for evaluating the hypothesis. The subject of this research- which age group will
be affected by the use of ubiquitous media systems will be explained on the basis of hypotheses
derived from the proposition of the theory (Hair 2015). This approach will be will deduct
conclusions from the information that will be collected from the survey participants and through
other sources. There are plenty of sources in the deductive approach of research that are available
within a short time span for conducting the study. This is an effective approach because there is
no scope of risk involved in the process of research.
1.5 Research Design
The research design for a specific research varies from descriptive, co-relational and
semi- experimental to experimental, review and meta- analytic (Kolb et al. 2015). For this
particular research, the descriptive approach is applicable which will use the three methods of
observation, survey and case study. This approach is intended to find out the observational
factors in the subject where the descriptive data can be collected by means of survey (Myers
2013). For the research on the given topic, the researcher will describe the characteristic traits of
the population or phenomenon on which the study is based on. The characteristic traits which
describe the situation and the phenomenon of the subject are also known as descriptive
categories.

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1.6 Research Question
For the research on the given subject there are three questions which can be taken into
consideration-
a) What is ubiquitous media system?
b) Which age group will be affected by it?
c) Why, particularly this age group will be affected by the ubiquitous media system?
By using the three questions while conducting the research the researcher will be able to gather
information about the ubiquitous media system. He will also be able to understand that which
age group will be most affected by this and why so. It can be assumed as a part of research
hypothesis that mostly the young generation from the in the age group 15- 60 are influenced by
this system.
1.7 Research Strategy
The most common research strategies that are used in the field of research include
surveys, interviews, and case study analysis and action research. For this particular research the
researcher will take into account the strategies of interviews and questionnaires to understand the
impact of ubiquitous use of media systems in the business organizations. This procedure will
help the researcher to find out the solutions of the research questions. When the research problem
is recognized and the specific design is selected, then the procedure for collecting data begins.
There are two kinds of existing data- primary data and the secondary data. In the primary form of
data collection, the original and authentic method should be followed while in the secondary
form of data collection, it involves arranging and compiling data from the previous journals
based on the subject of research and other articles and magazines (O’Gorman, Lochrie and

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Watson 2014). Primary data can be collected by means of interview, questionnaire, schedule and
observation. In this particular subject of research, the researcher will use the questionnaires
which would be sent to the respondents via mail, within a specific area of research where the
researcher will find it suitable. Another strategy will be the interview which involves personal
communication of the researcher with the respondents that include the users of the media system
and the service providers.
1.7.1 Interview
Interview is the method of collecting data where a detailed discussion takes place in
between the researcher and the respondent. The interview is conducted with the intention of
conducting a survey and research at the same time where both the interviewer and the respondent
take part in a face to face conversation (Panneerselvam 2014). As the communication takes place
in both ways, so information can also be exchanged in a better way as compared to other
methods. Since the process involves the face to face interaction of both the researcher and the
respondent so there is no scope of hiding information or falsification (Saunders et al. 2015).
There lies a transportation cost in the process of interview where the interviewer has to go to the
respondent or vice- versa. In this given subject of research the researcher will take the interview
of the media users and the service providers and the stakeholders of the business organizations
and their response will allow the researcher to find out the actual insight of the situation in
whole.
1.7.2 Questionnaire
This strategy refers to the research where a series of questions are printed with options
for the answers those are marked by the respondents in general. It takes into consideration the set
of formal questions, in an unambiguous form which are either mailed or delivered by hand to the

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respondents. A pilot study is conducted for evaluating the questionnaires even before the
researcher implements the techniques. This helps in initiating the study in order to get an idea
about the effort, price and consistency involved in the all-round development. For this particular
survey, the questionnaires will be given to the respondents which will have 10 questions where
the information pertaining to certain facts would be delivered to the respondents (Schumann and
Stock 2015).
1.8 Data Analysis
When the process of gathering the data is completed, the researcher will have to look out
for the best possible way in which the data can be analyzed. In this given subject of study, the
researcher has collected both primary and secondary data. Therefore he has selected the process
of thematic analysis for the evaluation of the gathered data. This method of analysis will help
him to generate new ideas for the research along with gaining relevant ideas and information
from the collected data. Therefore this can be considered as the best way to analyze qualitative
data as it puts stress on the strong descriptive approach (Sekaran and Bougie 2016).
1.9 Ethical Considerations
It is important for the researcher to follow absolute ethics and moral value while
conducting the research. He should not involve in any kind of biasness with the responses
provided or do any kind of discrepancy with the questionnaires. He should not force the
respondents to reply in a certain way that will be convenient for the research work. He must
provide an environment of comfort and freedom so that the respondent can willingly provide the
answers. He must also take care of the fact that no information will be disclosed without the
consent of the respondents (Zhang et al. 2013).

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Summary
In this particular subject of research which involves, which age group will be affected by
the use of ubiquitous media system, the selection of the methods and approach has been
appropriate for the analysis of data collection and gaining a suitable outcome for the study. This
research methodology also considers the various ways in which data can be collected and the
best among those pertaining to the topic of the study. The researcher has also mentioned that the
importance of ethical considerations while carrying out the research work including the
limitations that were faced by the researcher in the whole process. It is the responsibility of the
researcher to keep the information confidential which was used from the government sites and
other data which cannot be misused.

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Reference
Brinkmann, S., 2014. Interview. In Encyclopedia of Critical Psychology (pp. 1008-1010).
Springer New York.
Bryman, A. and Bell, E., 2015. Business research methods. Oxford University Press, USA.
Carillo, K., Scornavacca, E. and Za, S., 2014. An investigation of the role of dependency in
predicting continuance intention to use ubiquitous media systems: combining a media sytem
perspective with expectation-confirmation theories.
Creswell, J.W. and Poth, C.N., 2017. Qualitative inquiry and research design: Choosing among
five approaches. Sage publications.
De Massis, A. and Kotlar, J., 2014. The case study method in family business research:
Guidelines for qualitative scholarship. Journal of Family Business Strategy, 5(1), pp.15-29.
Eriksson, P. and Kovalainen, A., 2015. Qualitative methods in business research: A practical
guide to social research. Sage.
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research: Notes on the Gioia methodology. Organizational Research Methods, 16(1), pp.15-31.
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Myers, M.D., 2013. Qualitative research in business and management. Sage.
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