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Business marketing (Methodology+ research)
Pages 33 (8283 words)
Research is a systematic process carried out with an intention to analyse or find out things regarding a particular subject or field of study. The two main components of the above statements are ‘systematic’ and ‘find out.’ …
Ghauri & Gronhaug (2005) ‘Find out’ indicates that every research is based on various interrelated purposes. The above explanations give a clear idea that research is a combination of proper and clear aims and objectives, data collection, data analysis, and proper findings from the results of analysis. Research is an activity that is intended to arrive at a solution for a question or set of questions. (Ghauri & Gronhaug, 2005). Therefore, research needs to be executed in a systematic way with proper planning. Saunders et al. (2007) perceive research as an onion with different layers (figure 3.1).
Figure 3.1: The Research ‘Onion’
Source: Saunders et al., (2007)
As per the research onion, the five layers of research are Research philosophy, research approach, research strategy, time horizon and data collection (Saunders et al., 2007).
3.2 RESEARCH PHILOSOPHY
Research philosophy refers to the methodology and strategies used by the researcher based on the researcher’s individual assumptions. Saunders et al. (2007) states that a research philosophy is related to the nature and development of the knowledge. Thus, a research philosophy is mostly based on the researcher’s perception about knowledge and its development. ...
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