Research Paradigm

Axiology: Typical Methods:

Ontology: Epistemology:
Paradigm The philosophical How do you go about
What is reality? How do you do something?
study of value finding it out?

Reality can be measured. Hence, the

Values are absolute Mainly quantitative
Positivism There is a single reality focus is on using reliable tools to
and eternal methods
obtain it

Findings are probably true. Researcher Values are absolute

There is “real” but Can be quantitative or
Realism is value-free and needs to triangulate and eternal based on
imperfectly truth qualitative
any perceptions he or she is collecting nature’s law

Reality is constructed
Findings are understood through Values are biased to Mainly qualitative
Interpretivism through meaning created
perceived knowledge how researcher wants methods
by individuals

Either or both observable phenomena

Can be mixed,
Reality is the practical and subjective meanings can provide
Pragmatism Values are situational qualitative or
effects of ideas acceptable knowledge dependent
quantitative methods
upon research question
 Research Approach
Exploratory Descriptive Explanatory
A research that explore and A research conducted in order to
A research conducted for formulating a problem
Definition explain an individual, group or identify the extent and nature of cause-
for more clear investigation.
a situation. and-effect relationships.
When
Early stage of decision making Later stages of decision making Later stages of decision making
Conducted?
Focus group discussion
Observational method
Primary data Case analysis
Methods Case study
Secondary data Depth interview
Survey research
Literature search
Low cost
Effective in laying the groundwork
Quick to conduct and cheap Increases the understanding of a
Flexibility and adaptability to change
Benefits Forms basis for decision researcher on a certain subject
Ability to assist the researcher to find out
making Flexibility of sources
possible causes for the problem

Interpretation of qualitative information is

subject to bias
The findings of the research cannot be Unrepresentative samples Bias information
Drawbacks
generalized to a wider population Halo effects Useless samples
The findings are less useful in a practical level
of decision making
 Research Approach
Exploratory Descriptive Explanatory
A research that explore and A research conducted in order to
A research conducted for formulating a problem
Definition explain an individual, group or identify the extent and nature of cause-
for more clear investigation.
a situation. and-effect relationships.
When
Early stage of decision making Later stages of decision making Later stages of decision making
Conducted?
Focus group discussion
Observational method
Primary data Case analysis
Methods Case study
Secondary data Depth interview
Survey research
Literature search
Low cost
Effective in laying the groundwork
Quick to conduct and cheap Increases the understanding of a
Flexibility and adaptability to change
Benefits Forms basis for decision researcher on a certain subject
Ability to assist the researcher to find out
making Flexibility of sources
possible causes for the problem

Interpretation of qualitative information is

subject to bias
The findings of the research cannot be Unrepresentative samples Bias information
Drawbacks
generalized to a wider population Halo effects Useless samples
The findings are less useful in a practical level
of decision making
 Reference
http://salmapatel.co.uk/academia/the-research-paradigm-methodology-epistemology-and-ontology-
explained-in-simple-language/
http://nicole-brown.co.uk/epistemology

https://www.researchgate.net/publication/329773757_Study_of_Consumer_Satisfaction_A_Survey_of_Nest
le_Products_in_Baroda_City
https://classroom.synonym.com/strengths-weaknesses-descriptive-research-2596.html
https://www.questionpro.com/blog/exploratory-research/
https://www.questionpro.com/blog/descriptive-research/
https://research-methodology.net/research-methodology/research-design/exploratory-research/
https://researchbank.rmit.edu.au/eserv/rmit:160831/Tajul_Urus.pdf
https://www.academia.edu/24374847/Research_proposal_of_Uniqlo
https://research-methodology.net/research-methodology/research-design/exploratory-research/
https://www.questionpro.com/blog/descriptive-research/
https://www.researchgate.net/publication/307597678_The_Relationship_between_Fast_Fashion_and_Luxu
ry_Brands_An_Explanatory_Study_in_the_UK_Market