Research Methodology Report: Justification for Research Strategies

This report presents the research methodology employed in a project focused on smart kiosks offering healthy salad meals in New Zealand. The study explores various research strategies including qualitative, quantitative, and mixed approaches. It emphasizes the importance of selecting the appropriate methodology for data collection and analysis, including the use of surveys and interviews. The report outlines research questions regarding the factors influencing the success of the application, strategies for profit increase, and market development. Primary data collection methods, such as surveys and interviews with senior employees, are described alongside secondary data collection through scholarly articles and journals. The justification for selecting a mixed approach, which combines both primary and secondary data, is provided, highlighting the advantages of each method. The report concludes by reinforcing the significance of a well-defined research design in ensuring the smooth execution and effective measurement of research objectives, ultimately aiding in identifying limitations and gathering relevant data.

Running head: RESEARCH METHODOLOGY
Research Methodology
Name of the Student
Name of the University

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Table of Contents
Introduction......................................................................................................................................3
Research Strategies..........................................................................................................................3
Survey..............................................................................................................................................3
Research Questions..........................................................................................................................4
Selected Research Methodologies and justification........................................................................4
Conclusion.......................................................................................................................................6
References........................................................................................................................................7

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Introduction
Research methodology selection is important section of research project. It helps in
analyzing limitations and select proper data collection method for research. In this research of
“renting an item is like a modified one like Trade Me”, it will help researchers to investigate the
factors that will help in identifying proper factors for the success of the project. Research
methodologies help in managing proper design and outline of the research with riper research
design. This essay has focused on identifying proper research design in this project.
Research Strategies
As commented by Alvesson and Sköldberg (2017), there are three sections of research
design including qualitative, quantitative and mixed design. As commented by Bauer (2014),
quantitative research methodology focuses on the data collection from primary methods and
sources. Quantitative methodology can be achieved by collecting data by primary methods.
Survey
A survey design helps in providing a quantitative and numeric method of data collection
procedure. It is conducted using a sample size from total population. As commented by
Brinkmann (2014), qualitative research methodology focuses on secondary methods of data
collection method. The qualitative methods requires attention to the design being used in the
research. Qualitative methodology follows a secondary approach and data is gathered from
online journals, books and articles. The use of secondary methods help in gathering data from
huge amount of sources over the internet. This help in collecting large amount of data and
information related to research topic. Qualitative research method helps in collecting data from
multiple sources including several online journals and articles over the internet (Choy, 2014).

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Close ended multiple type questionnaires are conducted in the survey. The list of questions has
been divided into two parts mainly, they are subjective and demographic questions. The set of
questionnaires are uploaded in the intranet of the company for obtaining responses from the
employees. There is an open ended data gathering instrument of interview where descriptive
questions are present. There were 10 questions prepared by the researchers which are descriptive
in nature. The interview process is long. Hence, face to face interview was not possible. The
interview was conducted over Skype as per the convenience of the interviewee.
Research Questions
Following are the research questions:
 What factors are responsible for success of the application of renting item?
 How to increase profit for the application of renting item?
 What strategies need to be adopt for enhancing development of the application in the
market?
Selected Research Methodologies and justification
This research contains both the types of data collection methods that is primary as well as
the secondary data gathering method. Interviews are conducted by the researcher along with
multiple surveys. The primary data collection is done using interviews and surveys. The senior
employees of company has taken part in the survey, especially the ones in the project
management department (Humphries, 2017). The scholarly articles and journals has been
reviewed thoroughly by the researchers for the secondary data collection.
In order to conduct a research, researchers need to follow a very systematic way. The
data collection method allows the researchers to gather data in proper way. There are two ways

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of collecting a data, they are namely; primary data collection method and secondary data
collection method. The raw data that are collected from respondents are known as the primary
data. There are about 22 questions that has been prepared by the researcher for purpose of
survey. The secondary data are data which are collected from sources like internets, magazines,
journals, websites articles and text books (Dörnyei, 2015). There are several advantages of using
the Primary data collection methods, they help in controlling the data collection process; the
collected data is more dynamic than the data that is to be collected. The analysis of data is
interpreted correctly with help of primary data collection method as efficient information can be
collected with the help of that. Though it is very informative and efficient, it is very time
consuming as one has to go around for collecting data. As the search has to be generated by the
person the amount of data collected is much lesser. Here is where the secondary research plays a
very crucial role (Dumay and Cai, 2015).
The main advantage of secondary data collection method is the abundance of information
at fingertip. The information is readily available and is easier to gather. The secondary data are
data of quality and performance. The secondary data are based on longitudinal studies and they
are not obtrusive. The main disadvantage of secondary data is its reliability. The data available
over internet is unreliable. In case of books, magazine or journals, they may be or may not be
cost effective. The research design helps in ensuring problem of the research and need to be
addressed properly. The three types of research design including explanatory, exploratory and
descriptive research design (Dang and Pheng, 2015). Exploratory research refers to challenges of
the research that is not studied properly. Explanatory research focuses on understanding cause of
two variables. In case of descriptive design, it deals with observational study of the research
topic.

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As commented by Jennings et al., (2018), in this case, researcher will select mixed
approach of research methodology. In case of mixed approach, both primary and secondary
method of data collection will be followed. Data will be collected from both primary and
secondary method of data collection. The mixed approach helps in increasing sources of data for
this research. A proper data collection helps in analyzing various factors and elements of the
research. The researcher will conduct both survey and face-to-face interview for collecting data
(Ledford and Gast, 2018).
Conclusion
Research design has been necessary as it helps in making a smooth measurement of
research purposes. Research design refers to advance planning of the methods that need to adopt
for collecting relevant data and techniques that are to be utilized in analysis. Designing a
research project might help in rending proper outlining of research. The research design helps in
organizing ideas in shape and look for errors and issues in the research.

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References
Alvesson, M. and Sköldberg, K., (2017). Reflexive methodology: New vistas for qualitative
research. Sage.
Bauer, G.R., (2014). Incorporating intersectionality theory into population health research
methodology: Challenges and the potential to advance health equity. Social science &
medicine, 110, pp.10-17.
Brinkmann, S., (2014). Interview. In Encyclopedia of critical psychology (pp. 1008-1010).
Springer New York.
Choy, L.T., (2014). The strengths and weaknesses of research methodology: Comparison and
complimentary between qualitative and quantitative approaches. IOSR Journal of
Humanities and Social Science, 19(4), pp.99-104.
Dang, G. and Pheng, L.S., (2015). Research methodology. In Infrastructure Investments in
Developing Economies (pp. 135-155). Springer, Singapore.
Dörnyei, Z., (2015). Applied Linguistics. Oxford University Press.
Dumay, J. and Cai, L., (2015). Using content analysis as a research methodology for
investigating intellectual capital disclosure: a critique. Journal of Intellectual
Capital, 16(1), pp.121-155.
Humphries, B., (2017). Re-thinking social research: anti-discriminatory approaches in research
methodology. Routledge.
Jennings, H., Slade, M., Bates, P., Munday, E. and Toney, R., (2018). Best practice framework
for Patient and Public Involvement (PPI) in collaborative data analysis of qualitative

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mental health research: methodology development and refinement. BMC
psychiatry, 18(1), p.213.
Ledford, J.R. and Gast, D.L., (2018). Single case research methodology: Applications in special
education and behavioral sciences. Routledge.