Mixed Methodology

Introduction

A mixed methods technique is used to approach the research question which includes: quantitative research via questionnaires; and qualitative research via semi-structured interviews are used to engage the rich tapestry of opinions. This chapter will rationalise the elements of formulating a methodology and justify the decision of a mixed methods. Hereafter, the dissertation will split into two sections: firstly a collated qualitative section including method, findings and analysis; a further similarly structured quantitative section with ensue before the dissertation is drawn back together in the discussions chapter. This method is reflective of the congruent mixed methods approach discussed in this chapter.

Figure 4: How the design/ methodology impacts the study

Data collection-is important for the Surrey dissertation which emphasises “incorporating management research”, the collection of primary data sets this module part from the other taught modules. Careful consideration to the sources, approach and structure of this stage is required as no amount of analysis can rectify inappropriate or invalid data.

Data analysis and interpretation-involves the use of statistical or linguistic summarisation to draw insights into the story behind the raw data. There are a wide range of analytical techniques for looking at both quantitative and qualitative data.

Research is ‘finding things out…why things are happening, to describe, to explain and to understand’ (Thomas, 2004). Logical formulation and rigorous implementation is essential to ensure appropriate and valid results (Easterby-Smith et al., 2008).

Next Section: https://jl00282.wordpress.com/dissertation-part-1/mixed-methodology-2/research-process/