Report on Research Methodology: Customer Behaviour in UAE

This report outlines the research methodology employed to study customer behavior in the UAE, specifically focusing on the impact of digital advancements on service quality. The report details the research philosophy (Interpretivism), research approach (Inductive), and research type (qualitative). It describes the data collection methods, including both primary (surveys and questionnaires) and secondary sources (articles, books, and journals). The sampling strategy involves simple random sampling, with 200 participants selected from hospitals in the UAE. The report further explains the data analysis techniques, using thematic data analysis to interpret customer behavior through graphs and charts. Ethical considerations, such as informed consent and confidentiality, are also addressed. The report concludes with a reference list of the sources used.

Methodology

Table of Contents
Research Methodology....................................................................................................................1
Research Philosophy...................................................................................................................1
Research Approach.....................................................................................................................1
Research type..............................................................................................................................2
Data Collection............................................................................................................................2
Sampling.....................................................................................................................................3
Data Analysis..............................................................................................................................3
Ethical Consideration..................................................................................................................4
REFERENCES................................................................................................................................5

Research Methodology
It is the specific procedure or techniques which are used to determine as well as analyse
the information relate to specific topic. Such that through this section, researcher may also allow
reader to critically evaluate the study's overall validity and reliability (Diaz-Kope Miller-Stevens
and Henley, 2019). Or else, through research methodology section, researcher generate
relationship between different variables and also determine the trend which in turn assist to meet
the defined aim and objectives in better manner. This section comprises different key component
such that:
Research Philosophy
Research Philosophy is the vast topic which specify the notion about the way that further
assist to analyse and used already collected information for the topic. This component also deals
with the source, nature and development of the knowledge. Further, there are four types of
research philosophy such that Realism, Pragmatism, Interpretivism and Positivism. Therefore,
research philosophy also assist to determine the outcomes which leads to attain aim and
objectives (Kamil and et.al., 2016). Along with this, through this method, researcher enhance
own learning and also helps the researcher to be more creative and exploratory in their method
of research.
Among all, Research chooses Interpretivism research philosophy that assist to determine
the purpose of the research and also involves researcher to interpret the element of study.
Through this method, scholar easily attain the defined aim i.e. to understand the behavioural
intention of customers in regards to the quality of services and improving them with the use of
digital advancement in the UAE, this is turn leads to generate better outcomes as well.
Research Approach
It is the plan and procedure which consist of different steps and generate broad
assumption that further leads in detail method of data collection, analysis and interpretation.
Therefore, it is also based upon the nature of research and assist to analyse the problem which is
being addresses (Flicker and MacEntee, 2020). Through research approach, researcher develop
skills in order to identify the result outcomes. There are three types of research approach, such
that Inductive, Deductive and Abductive.
Among all, Inductive research approach has been chosen because it will start with the
observation as well as theories that leads towards exact results. Moreover, this research method
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basically involves the search for pattern from the observation and explanation. Hence, through
this method, researcher easily attain the aim i.e. to understand the behavioural intention of
customers in regards to the quality of services and improving them with the use of digital
advancement in the UAE and also conduct the research in more precise manner.
Research type
There are basically two types of research such that qualitative and quantitative. Such that
in qualitative research type, the observation is gather in non- numerical data and it is also used to
answer various questions and also helps to understand the human behaviour as well. On the
other side, quantitative research type is deal with numerical form i.e. statistics, percentage which
involve and discover meaning as well as pattern of relationship as well. This type of method is
used SPSS tool in order to generate best results (Warr and et.al., 2016). By choosing research
type, researcher conduct entire project in better manner and also accomplish the defined aim and
objectives in better manner.
From the above, researcher chooses, qualitative research type in which survey and
questionnaire is taken that assist to analyse the mind-set of the selected respondents. Further, this
method allow researcher to conduct the the research method in better manner and also analyse
the results which further assist to analyse the results and attain the defined aim as well.
Data Collection
Data collection is the method of collecting and gather information relevant to the topic
which assist to answer he question and evaluate outcomes as well. Data collection assist
researcher to analyse the information which further assist to save money and reach to accurate
results. Further there are two types of data collection method such that primary and secondary
data collection method (Nurdin, 2017). In primary data, researcher collect the information from
first hand sources using methods such that surveys, interviews and experiment. This method also
allow time in order to formulate questions as well as collect accurate results. On the other side,
secondary research method are those methods which are collected by someone other than user
and information is already published in articles, books and Journals that assist to collect the best
results as well.
Among all, both primary and secondary research methods are used by researcher that
assist to meet the aim i.e. to determine the behaviour of customers for quality of services while
using digital advancement. Such that for primary method, researcher uses questionnaire under
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survey method that assist to determine the views of customers and for secondary research
method, researcher chooses relevant articles, books and Journals from 2016 onward that also
helps to determine the results and meet the defined aim and objectives as well.
Sampling
Sampling is the process which is used to determine the statistical analysis through which
predetermine number of observation are taken for larger population. This method also assist to
select some person from large population who assist to determine the accurate results. There are
two types of sampling method such that Probability and Non- probability sampling method. This
method is consider one of the most important element because it assist to get accurate results and
also takes less time for analysing results (Zhou and Lu, 2020).
From the above, simple random sampling method has been chosen under probability
sampling that assist to get proper outcomes. For this, 200 patients are chosen from different
hospitals within the UAE that helps to examine behavioural intention of teh customers with
regrads to quality of services with use of digital advancement. Hence, through probability
method, researcher also analyse the views of selected sample and helps to generate the results as
well.
Data Analysis
Data Analysis is the process of inspecting as well as analysing the data with a goal of
discovering useful information and also informing conclusion that assist to support decision
making. There are two types of data analysis method such that qualitative and quantitative
method. Data analysis section also provide deep discussion related to topic and it also explain
the entire scenario in brief manner so that researcher may easily attain the defined aim and
objectives (Etikan and Bala, 2017).
Among all thematic data analysis has been chosen under qualitative data analysis in
which graphs and charts are presented that assist to determine the behaviour of customers while
using digital techniques. Through this method, researcher also involves critical analysis as well
as interpretation of figures, numbers and attempts in order to find out views of all respondents.
Thus, through this method, researcher conduct the study in well manner and also reach to
accurate results as well.
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Ethical Consideration
Another important key element of the research methodology section which assist to
conduct the research in proper manner. Therefore, while conducting research, scholar should
maintain respect each participants so that they may help to attain defined aim and objectives.
Moreover, researcher should also obtain full consent from the participants before conducting any
research. In addition to this, researcher should make sure that they maintain adequate level of
confidentiality of the research data and any type of communication in relation to the research
should be done with proper honesty and transparency (Diaz-Kope, Miller-Stevens and Henley,
2019).
Beside this, scholar should also make sure that they comply with data protection act and
any type of misleading information should be avoided. Moreover, adequate level of
confidentiality should be maintained and make sure about the protection of privacy.
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REFERENCES
Books and Journals
Diaz-Kope, L. M., Miller-Stevens, K. and Henley, T. J., 2019. An examination of dissertation
research: The relationship between gender, methodological approach, and research
design. Journal of Public Affairs Education.25(1). pp.93-114.
Etikan, I. and Bala, K., 2017. Sampling and sampling methods. Biometrics & Biostatistics
International Journal.5(6). p.00149.
Flicker, S. and MacEntee, K., 2020. Digital storytelling as a research method. The Sage
Handbook of Visual Research Methods, pp.267-281.
Kamil, M. L. and et.al., 2016. Handbook of reading research, Volume III. Routledge.
Nurdin, N., 2017. Research in Online Space: The Use of Social Media for Research
Setting. Jurnal Sistem Informasi.13(1). pp.67-77.
Warr, D. and et.al., 2016. Ethical issues in visual research and the value of stories from the field.
In Ethics and visual research methods (pp. 1-16). Palgrave Macmillan, New York.
Zhou, Y. and Lu, Z., 2020. Research on Evaluation of Regional Economic Competitiveness
Based on Fuzzy Analytic Hierarchy Process. Region-Educational Research and
Reviews.1(2). pp.24-27..
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