Business Research Project: How Local Farmers Can Compete with MNCs
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HIGHER NATIONAL DIPLOMA IN BUSINESS
UNIT 11 - RESEARCH PROJECT
HOW CAN LOCAL FARMERS SURVIVE IN THE
EMERGING MARKETS TO COMPETE WITH THE
MULTINATIONAL COMPANIES
HIGHER NATIONAL DIPLOMA IN BUSINESS
UNIT 11 - RESEARCH PROJECT
HOW CAN LOCAL FARMERS SURVIVE IN THE
EMERGING MARKETS TO COMPETE WITH THE
MULTINATIONAL COMPANIES
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Table of Contents
Chapter 1: Introduction 4
1.0 Introduction 4
1.1 Problem Statement 4
1.2 Research Aim 5
1.3 Research Objectives 5
1.4 Research Questions 5
1.5 Summary 5
Chapter 2: Literature Review 6
2.0 Introduction 6
2.1 Concept of Organic Farming 6
2.2 Farming Procedures in Modernized Farming 7
2.3 Is the Modernized Form of Farming Beneficial? 7
2.4 Theories of Competitive Advantage 8
2.5 Why MNCs have better competitive positioning than local farmers 9
2.6 Summary 9
Chapter 3: Methodology 10
3.0 Introduction 10
3.1 Research Outline 10
3.2 Research Onion 10
3.3 Research Paradigm 10
3.3.1 Research Philosophy 10
3.3.2 Research Design 11
3.3.3 Research Approach 11
3.4 Research Strategy 11
3.5 Sampling Type and Method 12
3.6 Data Collection Method 12
3.7 Data Analysis 12
3.8 Ethical Consideration 13
3.9 Time Table of the Research 13
3.10 Summary 13
Chapter 4: Data Analysis 14
Chapter 5: Findings and Discussion 24
Chapter 6: Reflection and Recommendation 25
6.1 Reflection 25
6.2 Recommendations 25
Chapter 7: Conclusion 26
Table of Contents
Chapter 1: Introduction 4
1.0 Introduction 4
1.1 Problem Statement 4
1.2 Research Aim 5
1.3 Research Objectives 5
1.4 Research Questions 5
1.5 Summary 5
Chapter 2: Literature Review 6
2.0 Introduction 6
2.1 Concept of Organic Farming 6
2.2 Farming Procedures in Modernized Farming 7
2.3 Is the Modernized Form of Farming Beneficial? 7
2.4 Theories of Competitive Advantage 8
2.5 Why MNCs have better competitive positioning than local farmers 9
2.6 Summary 9
Chapter 3: Methodology 10
3.0 Introduction 10
3.1 Research Outline 10
3.2 Research Onion 10
3.3 Research Paradigm 10
3.3.1 Research Philosophy 10
3.3.2 Research Design 11
3.3.3 Research Approach 11
3.4 Research Strategy 11
3.5 Sampling Type and Method 12
3.6 Data Collection Method 12
3.7 Data Analysis 12
3.8 Ethical Consideration 13
3.9 Time Table of the Research 13
3.10 Summary 13
Chapter 4: Data Analysis 14
Chapter 5: Findings and Discussion 24
Chapter 6: Reflection and Recommendation 25
6.1 Reflection 25
6.2 Recommendations 25
Chapter 7: Conclusion 26

3
References 27
Appendix 30
Research Proposal 30
1.0 Introduction 30
2.0 Literature Review 30
3.0 Methodology 31
4.0 Implications of the research findings 32
5.0 Conclusion 33
6.0 Ethics approval Form 33
References 27
Appendix 30
Research Proposal 30
1.0 Introduction 30
2.0 Literature Review 30
3.0 Methodology 31
4.0 Implications of the research findings 32
5.0 Conclusion 33
6.0 Ethics approval Form 33
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Chapter 1: Introduction
1.0 Introduction
The modern business environment is blessed with a multitude of opportunities which allow
businesses in terms of expanding the range and scale of their operations and reach to target
markets. The increased opportunities for expansion and globalisation, however, have
contributed to the development of huge competition. Due to the strong global presence of
multinational corporations and large businesses, the performance, as well as, the profitability
of local businesses has deteriorated significantly (Rottig, 2016). Although MNCs provide the
host nations with a multitude of benefits including opportunities of employment and
advancement of technology, the utilisation of the considerable size in order to create the most
favourable conditions for the businesses significantly harm the range and profitability of
small and medium local businesses. In this context, it may also be said that the MNCs have
the potential to drive the local businesses out of the competition due to the fact that average
local firms do not enjoy similar economies of scale. With the presence of strong multinational
companies, customers now demand to buy food items and crops from shopping malls or get it
delivered to their doorstep instead of going to the local crop markets (Meyer, et al. 2018).
Especially in the developing markets, the presence of a huge customer base provides the
multinational corporations with many expansion opportunities which significantly reduce the
profitability of the local farmer businesses.
1.1 Problem Statement
In previous decades, many researchers have investigated several manners in which the
performance of small and medium-sized businesses can be negatively impacted by the
presence of strong multinational corporations in the same areas. However, very few of the
studies have been dedicated to understanding the impact of multinational companies on the
livelihood of local farmers (Andersson et al. 2015). In addition to that, the existing pieces of
literature have not sufficiently explored the differences between the economies of scale of
MNCs and local farming businesses. The purpose of this study is to close the gap between the
existing literatures that is relevant to the topic of the research.
Chapter 1: Introduction
1.0 Introduction
The modern business environment is blessed with a multitude of opportunities which allow
businesses in terms of expanding the range and scale of their operations and reach to target
markets. The increased opportunities for expansion and globalisation, however, have
contributed to the development of huge competition. Due to the strong global presence of
multinational corporations and large businesses, the performance, as well as, the profitability
of local businesses has deteriorated significantly (Rottig, 2016). Although MNCs provide the
host nations with a multitude of benefits including opportunities of employment and
advancement of technology, the utilisation of the considerable size in order to create the most
favourable conditions for the businesses significantly harm the range and profitability of
small and medium local businesses. In this context, it may also be said that the MNCs have
the potential to drive the local businesses out of the competition due to the fact that average
local firms do not enjoy similar economies of scale. With the presence of strong multinational
companies, customers now demand to buy food items and crops from shopping malls or get it
delivered to their doorstep instead of going to the local crop markets (Meyer, et al. 2018).
Especially in the developing markets, the presence of a huge customer base provides the
multinational corporations with many expansion opportunities which significantly reduce the
profitability of the local farmer businesses.
1.1 Problem Statement
In previous decades, many researchers have investigated several manners in which the
performance of small and medium-sized businesses can be negatively impacted by the
presence of strong multinational corporations in the same areas. However, very few of the
studies have been dedicated to understanding the impact of multinational companies on the
livelihood of local farmers (Andersson et al. 2015). In addition to that, the existing pieces of
literature have not sufficiently explored the differences between the economies of scale of
MNCs and local farming businesses. The purpose of this study is to close the gap between the
existing literatures that is relevant to the topic of the research.
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1.2 Research Aim
This research project aims to investigate the manner in which it is possible for local farmers
to survive in the emerging markets by competing with multinational corporations.
1.3 Research Objectives
The objectives of the research are:
● To investigate the concept of modern farming
● To analyse the competitive components which determine the position gap between
MNCs and local farmers
● To evaluate the manner in which local farmers may be able to compete with MNCs in
order to survive in the emerging markets
1.4 Research Questions
The questions of the research are:
● What is the concept of modern farming?
● What are the components and factors that determine the position gap between MNCs
and local farmers?
● Which strategies may be followed by local farmers to compete with MNCs to survive
in the emerging markets?
1.5 Summary
The introductory chapter provides a fundamental concept of the topic of the research and
acquaints the readers with the key issues that have necessitated carrying out the research
project. The next section is the literature review section which would engage the researcher in
terms of reviewing the existing pieces of literature that are related to the topic of the research
and authenticate whether the existing information is authentic or not.
1.2 Research Aim
This research project aims to investigate the manner in which it is possible for local farmers
to survive in the emerging markets by competing with multinational corporations.
1.3 Research Objectives
The objectives of the research are:
● To investigate the concept of modern farming
● To analyse the competitive components which determine the position gap between
MNCs and local farmers
● To evaluate the manner in which local farmers may be able to compete with MNCs in
order to survive in the emerging markets
1.4 Research Questions
The questions of the research are:
● What is the concept of modern farming?
● What are the components and factors that determine the position gap between MNCs
and local farmers?
● Which strategies may be followed by local farmers to compete with MNCs to survive
in the emerging markets?
1.5 Summary
The introductory chapter provides a fundamental concept of the topic of the research and
acquaints the readers with the key issues that have necessitated carrying out the research
project. The next section is the literature review section which would engage the researcher in
terms of reviewing the existing pieces of literature that are related to the topic of the research
and authenticate whether the existing information is authentic or not.

6
Chapter 2: Literature Review
2.0 Introduction
In this review section, the different models and theories have been emphasized. In this
research section, the subject of discussion is the concept of organic farming, the modern
farming procedures that are obtained by the farmers, its benefits and techniques. Other than
these the competition between that of MNCs with the local farmers has also been depicted.
2.1 Concept of Organic Farming
This methodology termed as organic farming emerged in the 20th century. This methodology
of agriculture was invented to bring a revolution in the entire history of agriculture. This
process was conceived so that the farming process keeps developing in various fields. That is
why the numerous organic agricultural techniques that this generation is confronting started
to flourish. This type of organic farming involves ranching, sharecropping, steam
sterilization, slash and burn and so on. This is a process that permits the farming process to
enhance the use of natural substances. This technique strictly proscribes the use of synthetic
in the process of cultivation and seeding. The natural substances which are vividly known as
germicide are the most used element of this talk about technique (Palaniappan and
Annadurai, 2018). This kind of germicides includes the use of pyrethrin and rotenone in the
field in order to naturally enhance and grow the cultivation. Alongside, the use of synthetic
substances is prohibited in this procedure. These substances include synthetic fertilizers,
which is used in order to give the due nutrients to the plants in the farmyard manure. Some
synthetic fertilizers are allowed to use so that the plants get enough nutrients that it needs has
also been mentioned here. These synthetic fertilizers that are now included in the modern
organic farming technique, include the use of copper sulfate, sulfur, the sulfurs need to be
elemental and ivermectin is allowed to include in this list.
The other things that are banned in this organic farming procedure include the use of sludge
that is human created, hormones and antibiotics that are used in livestock is also forbidden in
this new technique of farming. This process has been admired and designated internationally.
This method is synchronized and is legal in many countries all over the world. IFOAM,
widely known as the International Federation of Organic Agriculture Movements has
established and set the standards of the method. This method was set in the year of 1972.
Generally, this kind of technology in farming can be stated as a sustainable farming method.
Chapter 2: Literature Review
2.0 Introduction
In this review section, the different models and theories have been emphasized. In this
research section, the subject of discussion is the concept of organic farming, the modern
farming procedures that are obtained by the farmers, its benefits and techniques. Other than
these the competition between that of MNCs with the local farmers has also been depicted.
2.1 Concept of Organic Farming
This methodology termed as organic farming emerged in the 20th century. This methodology
of agriculture was invented to bring a revolution in the entire history of agriculture. This
process was conceived so that the farming process keeps developing in various fields. That is
why the numerous organic agricultural techniques that this generation is confronting started
to flourish. This type of organic farming involves ranching, sharecropping, steam
sterilization, slash and burn and so on. This is a process that permits the farming process to
enhance the use of natural substances. This technique strictly proscribes the use of synthetic
in the process of cultivation and seeding. The natural substances which are vividly known as
germicide are the most used element of this talk about technique (Palaniappan and
Annadurai, 2018). This kind of germicides includes the use of pyrethrin and rotenone in the
field in order to naturally enhance and grow the cultivation. Alongside, the use of synthetic
substances is prohibited in this procedure. These substances include synthetic fertilizers,
which is used in order to give the due nutrients to the plants in the farmyard manure. Some
synthetic fertilizers are allowed to use so that the plants get enough nutrients that it needs has
also been mentioned here. These synthetic fertilizers that are now included in the modern
organic farming technique, include the use of copper sulfate, sulfur, the sulfurs need to be
elemental and ivermectin is allowed to include in this list.
The other things that are banned in this organic farming procedure include the use of sludge
that is human created, hormones and antibiotics that are used in livestock is also forbidden in
this new technique of farming. This process has been admired and designated internationally.
This method is synchronized and is legal in many countries all over the world. IFOAM,
widely known as the International Federation of Organic Agriculture Movements has
established and set the standards of the method. This method was set in the year of 1972.
Generally, this kind of technology in farming can be stated as a sustainable farming method.
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This is a farming method that not only sustains the farming culture but also takes care of the
fact that it is enhancing the fertility of the soil as well as the farmers while superintending the
biological diversity. This is the reason this organic farming has increased a lot. In the world
market, this technique is procured since the year 1990 on a large scale. According to a survey
done in the year 2012, this technique has done the business of 63 billion dollars worldwide
(Barker, 2016).
2.2 Farming Procedures in Modernized Farming
The impacts of modernizing farming in the modern farming technique are noteworthy. This
modern technology of farming aids in the growth and enhancement of production practice. In
the modernized farming procedure the advanced technology and better equipment are
acquired and in use. In this process, some single corps are selected and then it is used as
hybrid seed. Some procedures are known as the pursuit of modernized farming. This
modernized farming includes some goals. The first of these techniques include intensive
tillage. Secondly, the monoculture is known as one of the most important of all these
techniques. After that comes the application of inorganic fertilizer, next irrigation and
chemical pest control comes in the list. The last technique is known as the manipulation of
crops and plants. This tillage that is mentioned in this research leads to soil degradation, soil
compaction and soil erosion. These are considered as the main drawbacks that come along
with the traditional farming process. That is why the modern farming technique is procured.
In order to prevent the soil and to enhance the growth and quality of the crop, this modern
farming technique works as an exceptional medium (Andersen et al. 2015).
2.3 Is the Modernized Form of Farming Beneficial?
The modernized form of farming is considered as a very integral factor in this research.
Alongside that the benefits that this technique has provided in the process of modern farming
is undeniable. Such benefits include some aspects of modern farming that is evident in
enhancing the lives of the farmers, their living standard as well as the productivity of their
work. At first, the increase in production can be noted. It aids in enhancing the production of
the corps. As in this modern technique, some modern tools and types of equipment are used.
These modern tools reduce the efforts of the farmers to grow the crops well. Not only it
reduces the efforts of the farmers in the field but also reduces the time of production as many
modern advanced fertilizers are in use so that the farmer can get benefits by conducting this
process. This modern technology is used to supply water to the corps in the field very easily.
This is a farming method that not only sustains the farming culture but also takes care of the
fact that it is enhancing the fertility of the soil as well as the farmers while superintending the
biological diversity. This is the reason this organic farming has increased a lot. In the world
market, this technique is procured since the year 1990 on a large scale. According to a survey
done in the year 2012, this technique has done the business of 63 billion dollars worldwide
(Barker, 2016).
2.2 Farming Procedures in Modernized Farming
The impacts of modernizing farming in the modern farming technique are noteworthy. This
modern technology of farming aids in the growth and enhancement of production practice. In
the modernized farming procedure the advanced technology and better equipment are
acquired and in use. In this process, some single corps are selected and then it is used as
hybrid seed. Some procedures are known as the pursuit of modernized farming. This
modernized farming includes some goals. The first of these techniques include intensive
tillage. Secondly, the monoculture is known as one of the most important of all these
techniques. After that comes the application of inorganic fertilizer, next irrigation and
chemical pest control comes in the list. The last technique is known as the manipulation of
crops and plants. This tillage that is mentioned in this research leads to soil degradation, soil
compaction and soil erosion. These are considered as the main drawbacks that come along
with the traditional farming process. That is why the modern farming technique is procured.
In order to prevent the soil and to enhance the growth and quality of the crop, this modern
farming technique works as an exceptional medium (Andersen et al. 2015).
2.3 Is the Modernized Form of Farming Beneficial?
The modernized form of farming is considered as a very integral factor in this research.
Alongside that the benefits that this technique has provided in the process of modern farming
is undeniable. Such benefits include some aspects of modern farming that is evident in
enhancing the lives of the farmers, their living standard as well as the productivity of their
work. At first, the increase in production can be noted. It aids in enhancing the production of
the corps. As in this modern technique, some modern tools and types of equipment are used.
These modern tools reduce the efforts of the farmers to grow the crops well. Not only it
reduces the efforts of the farmers in the field but also reduces the time of production as many
modern advanced fertilizers are in use so that the farmer can get benefits by conducting this
process. This modern technology is used to supply water to the corps in the field very easily.
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These methods generate some machines so that they can aid in sowing the seeds. This organic
modern farming is chemical pest control (Goto and Douangngeune, 2017). Alongside that
this technique improves the soil as so many fertilizers are used in this process. Moreover, that
the products that are generated by procuring this method increases the demand and the price
of the products. Most importantly, this method reduces the impact on the ecosystem. Besides,
this can be said that as the quality of the product and the growth of the product are improved,
that is why the standard of living of the farmers is also enhanced. Moreover, that the growth
in the economy of the country is also increased. Basically, the revenue of productivity and
economy is increased in all aspects. Modern technology reduces the wastage of food grains as
well. So this can be said that this technique is beneficiary from every dimension.
2.4 Theories of Competitive Advantage
As discussed above the benefits of modernized farming is recommendable. Similarly, the
theories of competitive advantages in this sphere are also undeniable. The two basic
competitive advantages that have been discussed in this research include market-based
competitive advantage and resource-based competitive advantage. The concept of market-
based competitive advantage was first launched by Michael Porter. This is known as the basic
key concept in order to enhance management science in today’s world. This technique has
also implied in the modern theory of farming. This theory is implemented in the modernized
theory of farming so that the competitive advantage can be sustained. This is important in
order to take care of the environment as well to compete with the growing corporate industry.
It also makes a balance between the internal environment and industry attractiveness. These
resources work as a source of competitive advantage based on market (Jay, 2016). As it
ensures the fact that the external environment is well balanced, it also makes sure that fact
that it excels in the external product market. The resource-based competitive advantage was
first introduced in the year 1980 and came into work in the year 1990 (Weerawardena and
Salunke, 2017). This technique was first inaugurated by Wernerfelt. This resource-based
competitive advantage relies on two resources that are the main resources of this aspect.
These are known as the tangible resource and the intangible resource. These resources must
be heterogeneous and immobile at the same time. These attributes also have some VIRO
resources. This particular resource provides a competitive advantage to the existing research.
All these aspects of the competitive advantages aids in the enhancement of the farmers and
their work. Hence, with the growth of the individual farmers as productivity is increased,
alongside the growth of the economy of the country also depends on it (Maskey et al. 2017).
These methods generate some machines so that they can aid in sowing the seeds. This organic
modern farming is chemical pest control (Goto and Douangngeune, 2017). Alongside that
this technique improves the soil as so many fertilizers are used in this process. Moreover, that
the products that are generated by procuring this method increases the demand and the price
of the products. Most importantly, this method reduces the impact on the ecosystem. Besides,
this can be said that as the quality of the product and the growth of the product are improved,
that is why the standard of living of the farmers is also enhanced. Moreover, that the growth
in the economy of the country is also increased. Basically, the revenue of productivity and
economy is increased in all aspects. Modern technology reduces the wastage of food grains as
well. So this can be said that this technique is beneficiary from every dimension.
2.4 Theories of Competitive Advantage
As discussed above the benefits of modernized farming is recommendable. Similarly, the
theories of competitive advantages in this sphere are also undeniable. The two basic
competitive advantages that have been discussed in this research include market-based
competitive advantage and resource-based competitive advantage. The concept of market-
based competitive advantage was first launched by Michael Porter. This is known as the basic
key concept in order to enhance management science in today’s world. This technique has
also implied in the modern theory of farming. This theory is implemented in the modernized
theory of farming so that the competitive advantage can be sustained. This is important in
order to take care of the environment as well to compete with the growing corporate industry.
It also makes a balance between the internal environment and industry attractiveness. These
resources work as a source of competitive advantage based on market (Jay, 2016). As it
ensures the fact that the external environment is well balanced, it also makes sure that fact
that it excels in the external product market. The resource-based competitive advantage was
first introduced in the year 1980 and came into work in the year 1990 (Weerawardena and
Salunke, 2017). This technique was first inaugurated by Wernerfelt. This resource-based
competitive advantage relies on two resources that are the main resources of this aspect.
These are known as the tangible resource and the intangible resource. These resources must
be heterogeneous and immobile at the same time. These attributes also have some VIRO
resources. This particular resource provides a competitive advantage to the existing research.
All these aspects of the competitive advantages aids in the enhancement of the farmers and
their work. Hence, with the growth of the individual farmers as productivity is increased,
alongside the growth of the economy of the country also depends on it (Maskey et al. 2017).

9
2.5 Why MNCs have better competitive positioning than local farmers
This can be said that the matter of survival for the modern farmers in the emerging market is
at stake. This can be said that to compete with the MNC is like competing with the giants in
that sense. As the multinational companies are growing hugely in this competitive market to
compete with the corporate experts the farmers need to struggle a lot. For the local farmers
that are continuously struggling to safeguard their position in this competitive market of
technology appears to be very tough. There are a lot of strategies that these multinational
companies acquire in order to ensure the fact that these companies grow easily. MNCs have a
better opportunity than the local farmers if the resources and assets can be evaluated (Knickel
et al. 2018). The local farmers and their materials are low cost. Although with the help of
modern farming nowadays the lives of the farmers are becoming easier. They are getting new
tools and equipment to enhance their productivity in the long run. But these are really very
less if it is being compared with the huge amount of investments and materials that these
multinational companies invest in their products. The types of equipment and the
arrangements of these companies are huge compared to those of the local farmers. These
multinational companies have more assets that they can use to transfer in the global market.
This is why the chances of them to excel in the global market is really high. Other than this,
farming is a sphere where the investment and the profit are less compared to that of huge
multinational companies (Bjørkhaug and Knickel, 2018).
2.6 Summary
After all the findings in this research, this can be stated that the benefits of modern farming to
the customers and the benefits of modern farming has been discussed in this research. The
farming procedures of the modern age and the concept of organic farming is also agitated in
this research. As a consequence, the research methodology will be discussed in the next
chapter.
2.5 Why MNCs have better competitive positioning than local farmers
This can be said that the matter of survival for the modern farmers in the emerging market is
at stake. This can be said that to compete with the MNC is like competing with the giants in
that sense. As the multinational companies are growing hugely in this competitive market to
compete with the corporate experts the farmers need to struggle a lot. For the local farmers
that are continuously struggling to safeguard their position in this competitive market of
technology appears to be very tough. There are a lot of strategies that these multinational
companies acquire in order to ensure the fact that these companies grow easily. MNCs have a
better opportunity than the local farmers if the resources and assets can be evaluated (Knickel
et al. 2018). The local farmers and their materials are low cost. Although with the help of
modern farming nowadays the lives of the farmers are becoming easier. They are getting new
tools and equipment to enhance their productivity in the long run. But these are really very
less if it is being compared with the huge amount of investments and materials that these
multinational companies invest in their products. The types of equipment and the
arrangements of these companies are huge compared to those of the local farmers. These
multinational companies have more assets that they can use to transfer in the global market.
This is why the chances of them to excel in the global market is really high. Other than this,
farming is a sphere where the investment and the profit are less compared to that of huge
multinational companies (Bjørkhaug and Knickel, 2018).
2.6 Summary
After all the findings in this research, this can be stated that the benefits of modern farming to
the customers and the benefits of modern farming has been discussed in this research. The
farming procedures of the modern age and the concept of organic farming is also agitated in
this research. As a consequence, the research methodology will be discussed in the next
chapter.
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Chapter 3: Methodology
3.0 Introduction
The research methodology chapter engages the researcher in the development of a
foundational framework for the research project which provides sufficient guidance to the
researcher in terms of conducting the different activities associated with the research which
facilitates the fulfilment of the research objectives.
3.1 Research Outline
This specific research project has been conducted using various techniques including the
deductive research approach, the descriptive research design and the positivism research
philosophy. The type of data collection is the primary quantitative. In addition to that, ethical
consideration has also been discussed and implemented in this research.
3.2 Research Onion
The research onion basically provides a fundamental layering strategy for the researcher
using a bottom-to-top approach which allows the researcher in terms of carrying out the
different activities serially (Weber, 2017). The inclusion of the research onion enables
researchers in terms of carrying out research projects in a logical and reasonable manner.
3.3 Research Paradigm
3.3.1 Research Philosophy
Social and academic research projects involve mainly two types of research philosophy
which include the positivism philosophy and the interpretivism philosophy. In this context, it
may be said that the first philosophy involves examining the data on the basis of the hard
facts and truths available. On the other hand, the latter method enables researchers in terms of
analysing and evaluating the psychological point of views from people in a specific situation
or an object. In this case, the positivism philosophy has been employed by the researcher as it
facilitates carrying out logical actions to gather the necessary information which enables them
to assess the data by comparing it to real evidence and facts.
Chapter 3: Methodology
3.0 Introduction
The research methodology chapter engages the researcher in the development of a
foundational framework for the research project which provides sufficient guidance to the
researcher in terms of conducting the different activities associated with the research which
facilitates the fulfilment of the research objectives.
3.1 Research Outline
This specific research project has been conducted using various techniques including the
deductive research approach, the descriptive research design and the positivism research
philosophy. The type of data collection is the primary quantitative. In addition to that, ethical
consideration has also been discussed and implemented in this research.
3.2 Research Onion
The research onion basically provides a fundamental layering strategy for the researcher
using a bottom-to-top approach which allows the researcher in terms of carrying out the
different activities serially (Weber, 2017). The inclusion of the research onion enables
researchers in terms of carrying out research projects in a logical and reasonable manner.
3.3 Research Paradigm
3.3.1 Research Philosophy
Social and academic research projects involve mainly two types of research philosophy
which include the positivism philosophy and the interpretivism philosophy. In this context, it
may be said that the first philosophy involves examining the data on the basis of the hard
facts and truths available. On the other hand, the latter method enables researchers in terms of
analysing and evaluating the psychological point of views from people in a specific situation
or an object. In this case, the positivism philosophy has been employed by the researcher as it
facilitates carrying out logical actions to gather the necessary information which enables them
to assess the data by comparing it to real evidence and facts.
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3.3.2 Research Design
Three types of research designs are mainly used by researchers in social and academic
research projects. These research design tools include the descriptive, explanatory, as well as,
the exploratory research design. The basic objectives and aim of the research projects need to
be considered prior to the selection of relevant and justifiable research design. The
exploratory design enables researchers in terms of analysing the psychological perspectives
of a populous on a specific situation or an object. Contrarily, the explanatory research design
facilitates the elaboration of the collected information without considering whether the
outcomes are negative or positive (Krippendorff, 2018). The descriptive research design, in
the case of research papers that follow a formal and structural research outline, facilitates the
stages of the research as it develops an opportunity for the researcher in terms of carrying out
an enriched analysis of the collected data.
3.3.3 Research Approach
The deductive and inductive approaches are two of the main research approaches. Through
the utilisation of a top-to-bottom approach, the deductive approach provides considerable
assistance to researchers as it enables them to review the existing literature related and related
to the topic of the research, develop hypotheses and compare the reviewed data and the
hypotheses in order to evaluate the extent to which the existing pieces of literature are
authentic. On the other hand, the inductive research approach in research papers that strive to
develop new theories or present new hypotheses (Alvesson and Sköldberg, 2017). The
inductive approach is associated with an enriched exploration of information at the primary
phases of the research to obtain the necessary data to develop new conceptual models and
hypothetical underpinnings. In this case, the researcher has chosen to employ the deductive
approach.
3.4 Research Strategy
The selection of the research strategy is aimed at documenting the manner in which the
necessary data has been collected by the researcher. There are many research strategies which
include interviews, survey questionnaire, observations, case studies and examinations. In this
case, the survey questionnaire method has been used by the researcher. The selection of this
specific strategy has helped the researcher in terms of reaching a massive number of
3.3.2 Research Design
Three types of research designs are mainly used by researchers in social and academic
research projects. These research design tools include the descriptive, explanatory, as well as,
the exploratory research design. The basic objectives and aim of the research projects need to
be considered prior to the selection of relevant and justifiable research design. The
exploratory design enables researchers in terms of analysing the psychological perspectives
of a populous on a specific situation or an object. Contrarily, the explanatory research design
facilitates the elaboration of the collected information without considering whether the
outcomes are negative or positive (Krippendorff, 2018). The descriptive research design, in
the case of research papers that follow a formal and structural research outline, facilitates the
stages of the research as it develops an opportunity for the researcher in terms of carrying out
an enriched analysis of the collected data.
3.3.3 Research Approach
The deductive and inductive approaches are two of the main research approaches. Through
the utilisation of a top-to-bottom approach, the deductive approach provides considerable
assistance to researchers as it enables them to review the existing literature related and related
to the topic of the research, develop hypotheses and compare the reviewed data and the
hypotheses in order to evaluate the extent to which the existing pieces of literature are
authentic. On the other hand, the inductive research approach in research papers that strive to
develop new theories or present new hypotheses (Alvesson and Sköldberg, 2017). The
inductive approach is associated with an enriched exploration of information at the primary
phases of the research to obtain the necessary data to develop new conceptual models and
hypothetical underpinnings. In this case, the researcher has chosen to employ the deductive
approach.
3.4 Research Strategy
The selection of the research strategy is aimed at documenting the manner in which the
necessary data has been collected by the researcher. There are many research strategies which
include interviews, survey questionnaire, observations, case studies and examinations. In this
case, the survey questionnaire method has been used by the researcher. The selection of this
specific strategy has helped the researcher in terms of reaching a massive number of

12
populations within a very constricted period of time and has facilitated the collection of an
extensive amount of information.
3.5 Sampling Type and Method
Two of the major sampling methods used by researchers include the probability sampling
method and the non-probability sampling method. The probability sampling method refers to
the process of a random selection of the research participants. Nevertheless, all of the selected
participants are presented with the same sample for data collection. Contrarily, the non-
probability sampling deals with selecting the participants purposively. Similar to the
probability sampling method, this strategy also deals with providing the same sample to all
participants. In this case, the non-probability sampling method has been used to provide a
survey questionnaire to 50 participants.
3.6 Data Collection Method
Two types of data collection methods are implemented by researchers including the primary
method and the second method. The primary method refers to the process of collecting the
data process first-hand from a selected population. The secondary method, on the other hand,
refers to the process of collecting the data from existing sources of information.
There are two types of data including quantitative and qualitative. The quantitative data
basically refers to information that is measurable or quantifiable. The qualitative data, on the
other hand, refers to information that is collected by either evaluating the psychological
perspectives of a specific population or that is extracted from the theories and conceptual
models presented in previous researches. In this case, the researcher has used a primary
quantitative strategy. The survey questionnaire has been provided to the respondents in a
face-to-face meeting.
3.7 Data Analysis
The data has been collected from the respondents using a survey-questionnaire provided to
the participants in a face-to-face meeting. The collected data has been listed in the data
analysis chapter within tables. Afterwards, the respondents have calculated the frequency of
responses to turn them into response percentages. Afterwards, the calculated percentages
have been represented through the utilisation of graphs and charts.
populations within a very constricted period of time and has facilitated the collection of an
extensive amount of information.
3.5 Sampling Type and Method
Two of the major sampling methods used by researchers include the probability sampling
method and the non-probability sampling method. The probability sampling method refers to
the process of a random selection of the research participants. Nevertheless, all of the selected
participants are presented with the same sample for data collection. Contrarily, the non-
probability sampling deals with selecting the participants purposively. Similar to the
probability sampling method, this strategy also deals with providing the same sample to all
participants. In this case, the non-probability sampling method has been used to provide a
survey questionnaire to 50 participants.
3.6 Data Collection Method
Two types of data collection methods are implemented by researchers including the primary
method and the second method. The primary method refers to the process of collecting the
data process first-hand from a selected population. The secondary method, on the other hand,
refers to the process of collecting the data from existing sources of information.
There are two types of data including quantitative and qualitative. The quantitative data
basically refers to information that is measurable or quantifiable. The qualitative data, on the
other hand, refers to information that is collected by either evaluating the psychological
perspectives of a specific population or that is extracted from the theories and conceptual
models presented in previous researches. In this case, the researcher has used a primary
quantitative strategy. The survey questionnaire has been provided to the respondents in a
face-to-face meeting.
3.7 Data Analysis
The data has been collected from the respondents using a survey-questionnaire provided to
the participants in a face-to-face meeting. The collected data has been listed in the data
analysis chapter within tables. Afterwards, the respondents have calculated the frequency of
responses to turn them into response percentages. Afterwards, the calculated percentages
have been represented through the utilisation of graphs and charts.
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