Analyzing the Methodology for E-commerce in Fashion

This assignment provides a detailed methodology analysis for a study examining the value of e-commerce in the fashion industry. The study employs a deductive approach, utilizing both primary and secondary data collection techniques, including questionnaires and literature review. The research design is based on the research onion framework, incorporating positivism as the research philosophy, and quantitative methods for data collection and analysis, with the frequency distribution method used for data analysis. The methodology section covers research philosophy, approach, strategy, choice, time horizon, data collection techniques, and research instruments. The study addresses sampling methods, limitations, and the rationale behind the chosen research methods, along with the justification of research choices. The student has also provided the books and journal articles used for the research.

The value of e-commerce
today in fashion

TOPIC: “The value of e-commerce today in fashion”
Is the study clear in what it seeks to do? Is the purpose of the study discussed –
aims/objectives/research question?
The aim of the study is to analyse the value of e-commerce today in fashion.
Have you distinguished between different approaches within the same research
method and explained why you chose the one you did?
There are mainly two types of research approaches that is inductive and deductive
approach. Deductive approach is undertaken for the study and the reason for selecting this
it is mainly based on the facts and allow researcher in provide the better explanation of
casual relationship that is between concepts and variables.
Have you discussed the data collection techniques and the instruments to gather
data, including the kinds of questions used?
Yes
There are mainly two types of data collection techniques that is primary and secondary.
Both the techniques is used in order to gather information. In context to primary data
collection, questionnaire is developed as it help in gaining first-hand information which
leads to attainment of valid and reliable results. On the other hand, the view point of
different authors is undertaken for gathering secondary data in a proper manner.
Have you gone through your research onion and justified all your selections?
Yes
For conducting the study, research onion framework is applied.
Research philosophy:In context to research philosophy, Positivism philosophy will be
applied as it help researcher in attaining positive and valid results.
Research approach: In relation to research approach, deductive approach will be applied
as it assist in evaluating quantitative information in less cost and time as well.
Research choice: Quantitative method is applied as a research choice as it assist in
gathering facts properly and systematically.
Data collection:For collecting data both primary and secondary method is used by the
researcher, questionnaire is used for collecting primary information as it help in gathering
first-hand information which is effective, reliable and accurate as well.
What feedback have you received from previous modules to help you develop the
methodology further?

How did you select your sample and why? What is your sampling method? What are
the limitations and how have you tried to minimise them?
The researcher select random sampling method, a form of probability sampling method as
it help in providing equal opportunity to people and decline sampling bias.
Random sampling method involves high time and capital and is consider as a limitation of
random sampling method. This is resolve by researcher by developing time management
plan.
Have you justified your research method, the selection of data, the identification of
variables, and the procedures of data analysis?
Yes,
Frequency distribution method is used by researcher in order to analyse the data. The
main reason of selecting this method is it assist investigator in analysing quantitative data
and is also represent in tabular and graphical format as well.
How are you planning to structure the methodology? What is the most logical way to
structure it for the reader? What order should your sub-heading go in? Have a read
of some academic journal articles and some dissertations to understand different
ways of structuring it.
Research onion framework is applied by researcher for planning structure of
methodology.
Sub-headings
 Research philosophy
 Research approach
 Research strategy
 Research choice
 Time horizon
 Data collection techniques
 Research instruments
Research onion by Saunders and et. al., (2007) is considered in order to understand
research methods and to structure it properly.
Can you attend any SPOTLIGHT trainings to help your methodology chapter?
Should you look into attending other online courses to help with your methodology
and analysis? Have you checked LinkedIn Learning?
No
Which books have you read on methodology? Have you read the related research
methods books for your selected method? Use the library. Also, consult academic
journal articles to understand the methodology in your area better.
Research onion by Saunders and et. al., (2007) is undertaken by researcher for
methodology.

Journal articles used in study:
Saunders, M.N., Lewis, P., Thornhill, A. and Bristow, A., 2015. Understanding
research philosophy and approaches to theory development.
Reed, J., 2012. Doing research in business and management: An essential guide to
planning your project.
Iovino, F. and Tsitsianis, N., 2020. The Methodology of the Research. In Changes
in European Energy Markets. Emerald Publishing Limited.