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• What Is a Research Methodology? | Steps & Tips

What Is a Research Methodology? | Steps & Tips

Published on 25 February 2019 by Shona McCombes . Revised on 10 October 2022.

Your research methodology discusses and explains the data collection and analysis methods you used in your research. A key part of your thesis, dissertation, or research paper, the methodology chapter explains what you did and how you did it, allowing readers to evaluate the reliability and validity of your research.

It should include:

• The type of research you conducted
• How you collected and analysed your data
• Any tools or materials you used in the research
• Why you chose these methods
• Your methodology section should generally be written in the past tense .
• Academic style guides in your field may provide detailed guidelines on what to include for different types of studies.
• Your citation style might provide guidelines for your methodology section (e.g., an APA Style methods section ).

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Table of contents

How to write a research methodology, why is a methods section important, step 1: explain your methodological approach, step 2: describe your data collection methods, step 3: describe your analysis method, step 4: evaluate and justify the methodological choices you made, tips for writing a strong methodology chapter, frequently asked questions about methodology.

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Your methods section is your opportunity to share how you conducted your research and why you chose the methods you chose. It’s also the place to show that your research was rigorously conducted and can be replicated .

It gives your research legitimacy and situates it within your field, and also gives your readers a place to refer to if they have any questions or critiques in other sections.

You can start by introducing your overall approach to your research. You have two options here.

Option 1: Start with your “what”

What research problem or question did you investigate?

• Aim to describe the characteristics of something?
• Explore an under-researched topic?
• Establish a causal relationship?

And what type of data did you need to achieve this aim?

• Quantitative data , qualitative data , or a mix of both?
• Primary data collected yourself, or secondary data collected by someone else?
• Experimental data gathered by controlling and manipulating variables, or descriptive data gathered via observations?

Option 2: Start with your “why”

Depending on your discipline, you can also start with a discussion of the rationale and assumptions underpinning your methodology. In other words, why did you choose these methods for your study?

• Why is this the best way to answer your research question?
• Is this a standard methodology in your field, or does it require justification?
• Were there any ethical considerations involved in your choices?
• What are the criteria for validity and reliability in this type of research ?

Once you have introduced your reader to your methodological approach, you should share full details about your data collection methods .

Quantitative methods

In order to be considered generalisable, you should describe quantitative research methods in enough detail for another researcher to replicate your study.

Here, explain how you operationalised your concepts and measured your variables. Discuss your sampling method or inclusion/exclusion criteria, as well as any tools, procedures, and materials you used to gather your data.

Surveys Describe where, when, and how the survey was conducted.

• How did you design the questionnaire?
• What form did your questions take (e.g., multiple choice, Likert scale )?
• Were your surveys conducted in-person or virtually?
• What sampling method did you use to select participants?
• What was your sample size and response rate?

Experiments Share full details of the tools, techniques, and procedures you used to conduct your experiment.

• How did you design the experiment ?
• How did you recruit participants?
• How did you manipulate and measure the variables ?
• What tools did you use?

Existing data Explain how you gathered and selected the material (such as datasets or archival data) that you used in your analysis.

• Where did you source the material?
• How was the data originally produced?
• What criteria did you use to select material (e.g., date range)?

The survey consisted of 5 multiple-choice questions and 10 questions measured on a 7-point Likert scale.

The goal was to collect survey responses from 350 customers visiting the fitness apparel company’s brick-and-mortar location in Boston on 4–8 July 2022, between 11:00 and 15:00.

Here, a customer was defined as a person who had purchased a product from the company on the day they took the survey. Participants were given 5 minutes to fill in the survey anonymously. In total, 408 customers responded, but not all surveys were fully completed. Due to this, 371 survey results were included in the analysis.

Qualitative methods

In qualitative research , methods are often more flexible and subjective. For this reason, it’s crucial to robustly explain the methodology choices you made.

Be sure to discuss the criteria you used to select your data, the context in which your research was conducted, and the role you played in collecting your data (e.g., were you an active participant, or a passive observer?)

Interviews or focus groups Describe where, when, and how the interviews were conducted.

• How did you find and select participants?
• How many participants took part?
• What form did the interviews take ( structured , semi-structured , or unstructured )?
• How long were the interviews?
• How were they recorded?

Participant observation Describe where, when, and how you conducted the observation or ethnography .

• What group or community did you observe? How long did you spend there?
• How did you gain access to this group? What role did you play in the community?
• How long did you spend conducting the research? Where was it located?
• How did you record your data (e.g., audiovisual recordings, note-taking)?

Existing data Explain how you selected case study materials for your analysis.

• What type of materials did you analyse?
• How did you select them?

In order to gain better insight into possibilities for future improvement of the fitness shop’s product range, semi-structured interviews were conducted with 8 returning customers.

Here, a returning customer was defined as someone who usually bought products at least twice a week from the store.

Surveys were used to select participants. Interviews were conducted in a small office next to the cash register and lasted approximately 20 minutes each. Answers were recorded by note-taking, and seven interviews were also filmed with consent. One interviewee preferred not to be filmed.

Mixed methods

Mixed methods research combines quantitative and qualitative approaches. If a standalone quantitative or qualitative study is insufficient to answer your research question, mixed methods may be a good fit for you.

Mixed methods are less common than standalone analyses, largely because they require a great deal of effort to pull off successfully. If you choose to pursue mixed methods, it’s especially important to robustly justify your methods here.

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Next, you should indicate how you processed and analysed your data. Avoid going into too much detail: you should not start introducing or discussing any of your results at this stage.

In quantitative research , your analysis will be based on numbers. In your methods section, you can include:

• How you prepared the data before analysing it (e.g., checking for missing data , removing outliers , transforming variables)
• Which software you used (e.g., SPSS, Stata or R)
• Which statistical tests you used (e.g., two-tailed t test , simple linear regression )

In qualitative research, your analysis will be based on language, images, and observations (often involving some form of textual analysis ).

Specific methods might include:

• Content analysis : Categorising and discussing the meaning of words, phrases and sentences
• Thematic analysis : Coding and closely examining the data to identify broad themes and patterns
• Discourse analysis : Studying communication and meaning in relation to their social context

Mixed methods combine the above two research methods, integrating both qualitative and quantitative approaches into one coherent analytical process.

Above all, your methodology section should clearly make the case for why you chose the methods you did. This is especially true if you did not take the most standard approach to your topic. In this case, discuss why other methods were not suitable for your objectives, and show how this approach contributes new knowledge or understanding.

In any case, it should be overwhelmingly clear to your reader that you set yourself up for success in terms of your methodology’s design. Show how your methods should lead to results that are valid and reliable, while leaving the analysis of the meaning, importance, and relevance of your results for your discussion section .

• Quantitative: Lab-based experiments cannot always accurately simulate real-life situations and behaviours, but they are effective for testing causal relationships between variables .
• Qualitative: Unstructured interviews usually produce results that cannot be generalised beyond the sample group , but they provide a more in-depth understanding of participants’ perceptions, motivations, and emotions.
• Mixed methods: Despite issues systematically comparing differing types of data, a solely quantitative study would not sufficiently incorporate the lived experience of each participant, while a solely qualitative study would be insufficiently generalisable.

Remember that your aim is not just to describe your methods, but to show how and why you applied them. Again, it’s critical to demonstrate that your research was rigorously conducted and can be replicated.

1. Focus on your objectives and research questions

The methodology section should clearly show why your methods suit your objectives  and convince the reader that you chose the best possible approach to answering your problem statement and research questions .

2. Cite relevant sources

Your methodology can be strengthened by referencing existing research in your field. This can help you to:

• Show that you followed established practice for your type of research
• Discuss how you decided on your approach by evaluating existing research
• Present a novel methodological approach to address a gap in the literature

3. Write for your audience

Consider how much information you need to give, and avoid getting too lengthy. If you are using methods that are standard for your discipline, you probably don’t need to give a lot of background or justification.

Regardless, your methodology should be a clear, well-structured text that makes an argument for your approach, not just a list of technical details and procedures.

Methodology refers to the overarching strategy and rationale of your research. Developing your methodology involves studying the research methods used in your field and the theories or principles that underpin them, in order to choose the approach that best matches your objectives.

Methods are the specific tools and procedures you use to collect and analyse data (e.g. interviews, experiments , surveys , statistical tests ).

In a dissertation or scientific paper, the methodology chapter or methods section comes after the introduction and before the results , discussion and conclusion .

Depending on the length and type of document, you might also include a literature review or theoretical framework before the methodology.

Quantitative research deals with numbers and statistics, while qualitative research deals with words and meanings.

Quantitative methods allow you to test a hypothesis by systematically collecting and analysing data, while qualitative methods allow you to explore ideas and experiences in depth.

A sample is a subset of individuals from a larger population. Sampling means selecting the group that you will actually collect data from in your research.

For example, if you are researching the opinions of students in your university, you could survey a sample of 100 students.

Statistical sampling allows you to test a hypothesis about the characteristics of a population. There are various sampling methods you can use to ensure that your sample is representative of the population as a whole.

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Library Guides

Dissertations 4: methodology: start.

• Introduction & Philosophy
• Methodology

The Methodology Chapter

The methodology chapter flows organically from the literature review. This means that at this stage you should have reviewed the literature in your field of study, analysed research that has been conducted and highlighted how it was conducted. In turn, this should reflect the foundation of your own project as you will have to link it to your chosen research method.  

The methodology chapter also involves describing your method in detail and justifying the approach you are going to adopt, taking into consideration the limitations and ethical implications of your model. Your description should be detailed enough that someone reading your methodology can recreate your approach. 

Therefore, the methodology requires you to:

• describe your methods
• demonstrate a clear connection between your research question (or hypothesis) and the means by which you will reach your conclusions 
• present justification (strengths) and limitations (weaknesses) of your methods  

What are Methods & Methodology?

Methods 

In order to appreciate what methods are, let us remember what research is about. Research can be summarised into three points (Cottrell, 2014, p9): 

A question 

Methods of arriving at an answer 

The answer 

Thus, methods are the means to research and answer the research question, or test the hypothesis. Methods include techniques and procedures used to obtain and analyse data (Saunders, Lewis and Thornhill, 2015, p4). Your methods can consist of primary and secondary sources, qualitative, quantitative and mixed methods, as illustrated in this guide.  

Methodology 

Methodology is sometimes used interchangeably with methods, or as the set of methods used in a research. More specifically, as the name would suggest, methodo-logy is the logos, the reasoning, on the methods. It is also referred to as the theory of how research should be undertaken (Saunders, Lewis and Thornhill, 2015, p4). This is why you normally would have a methodology, rather than methods, chapter in a dissertation.  

First Key Tip

We hope this guide will be helpful, but it is of fundamental importance that you also use a  research methods book  (or other authoritative source) for your discipline . The book will guide you on best methods for your research, give you practical guidance, and present critical insights and limitations of the methods.

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• Last Updated: Sep 14, 2022 12:58 PM
• URL: https://libguides.westminster.ac.uk/methodology-for-dissertations

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Writing the Research Methodology Section of Your Thesis

This article explains the meaning of research methodology and the purpose and importance of writing a research methodology section or chapter for your thesis paper. It discusses what to include and not include in a research methodology section, the different approaches to research methodology that can be used, and the steps involved in writing a robust research methodology section.

What is a thesis research methodology?

A thesis research methodology explains the type of research performed, justifies the methods that you chose   by linking back to the literature review , and describes the data collection and analysis procedures. It is included in your thesis after the Introduction section . Most importantly, this is the section where the readers of your study evaluate its validity and reliability.

What should the research methodology section in your thesis include?

• The aim of your thesis
• An outline of the research methods chosen (qualitative, quantitative, or mixed methods)
• Background and rationale for the methods chosen, explaining why one method was chosen over another
• Methods used for data collection and data analysis
• Materials and equipment used—keep this brief
• Difficulties encountered during data collection and analysis. It is expected that problems will occur during your research process. Use this as an opportunity to demonstrate your problem-solving abilities by explaining how you overcame all obstacles. This builds your readers’ confidence in your study findings.
• A brief evaluation of your research explaining whether your results were conclusive and whether your choice of methodology was effective in practice

What should not be included in the research methodology section of your thesis?

• Irrelevant details, for example, an extensive review of methodologies (this belongs in the literature review section) or information that does not contribute to the readers’ understanding of your chosen methods
• A description of basic procedures
• Excessive details about materials and equipment used. If an extremely long and detailed list is necessary, add it as an appendix

Types of methodological approaches

The choice of which methodological approach to use depends on your field of research and your thesis question. Your methodology should establish a clear relationship with your thesis question and must also be supported by your  literature review . Types of methodological approaches include quantitative, qualitative, or mixed methods. 

Quantitative studies generate data in the form of numbers   to count, classify, measure, or identify relationships or patterns. Information may be collected by performing experiments and tests, conducting surveys, or using existing data. The data are analyzed using  statistical tests and presented as charts or graphs. Quantitative data are typically used in the Sciences domain.

For example, analyzing the effect of a change, such as alterations in electricity consumption by municipalities after installing LED streetlights.

The raw data will need to be prepared for statistical analysis by identifying variables and checking for missing data and outliers. Details of the statistical software program used (name of the package, version number, and supplier name and location) must also be mentioned.

Qualitative studies gather non-numerical data using, for example, observations, focus groups, and in-depth interviews.   Open-ended questions are often posed. This yields rich, detailed, and descriptive results. Qualitative studies are usually   subjective and are helpful for investigating social and cultural phenomena, which are difficult to quantify. Qualitative studies are typically used in the Humanities and Social Sciences (HSS) domain.

For example, determining customer perceptions on the extension of a range of baking utensils to include silicone muffin trays.

The raw data will need to be prepared for analysis by coding and categorizing ideas and themes to interpret the meaning behind the responses given.

Mixed methods use a combination of quantitative and qualitative approaches to present multiple findings about a single phenomenon. T his enables triangulation: verification of the data from two or more sources.

Data collection

Explain the rationale behind the sampling procedure you have chosen. This could involve probability sampling (a random sample from the study population) or non-probability sampling (does not use a random sample).

For quantitative studies, describe the sampling procedure and whether statistical tests were used to determine the  sample size .

Following our example of analyzing the changes in electricity consumption by municipalities after installing LED streetlights, you will need to determine which municipal areas will be sampled and how the information will be gathered (e.g., a physical survey of the streetlights or reviewing purchase orders).

For qualitative research, describe how the participants were chosen and how the data is going to be collected.

Following our example about determining customer perceptions on the extension of a range of baking utensils to include silicone muffin trays, you will need to decide the criteria for inclusion as a study participant (e.g., women aged 20–70 years, bakeries, and bakery supply shops) and how the information will be collected (e.g., interviews, focus groups, online or in-person questionnaires, or video recordings) .

Data analysis

For quantitative research, describe what tests you plan to perform and why you have chosen them. Popular data analysis methods in quantitative research include:

• Descriptive statistics (e.g., means, medians, modes)
• Inferential statistics (e.g., correlation, regression, structural equation modeling)

For qualitative research, describe how the data is going to be analyzed and justify your choice. Popular data analysis methods in qualitative research include:

• Qualitative content analysis
• Thematic analysis
• Discourse analysis
• Narrative analysis
• Grounded theory
• Interpretative phenomenological analysis (IPA)

Evaluate and justify your methodological choices

You need to convince the reader that you have made the correct methodological choices. Once again, this ties back to your thesis question and  literature review . Write using a persuasive tone, and use  rhetoric to convince the reader of the quality, reliability, and validity of your research.

Ethical considerations

• The young researcher should maintain objectivity at all times
• All participants have the right to privacy and anonymity
• Research participation must be voluntary
• All subjects have the right to withdraw from the research at any time
• Consent must be obtained from all participants before starting the research
• Confidentiality of data provided by individuals must be maintained
• Consider how the interpretation and reporting of the data will affect the participants

Tips for writing a robust thesis research methodology

• Determine what kind of knowledge you are trying to uncover. For example, subjective or objective, experimental or interpretive.
• A thorough literature review is the best starting point for choosing your methods.
• Ensure that there is continuity throughout the research process. The authenticity of your research depends upon the validity of the research data, the reliability of your data measurements, and the time taken to conduct the analysis.
• Choose a research method that is achievable. Consider the time and funds available, feasibility, ethics, and access and availability of equipment to measure the phenomenon or answer your thesis question correctly.
• If you are struggling with a concept, ask for help from your supervisor, academic staff members, or fellow students.

A thesis methodology justifies why you have chosen a specific approach to address your thesis question. It explains how you will collect the data and analyze it. Above all, it allows the readers of your study to evaluate its validity and reliability.

A thesis is the most crucial document that you will write during your academic studies. For professional thesis editing and thesis proofreading services, visit  Enago Thesis Editing for more information.

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Introduce your methodological approach , for example, quantitative, qualitative, or mixed methods.

Explain why your chosen approach is relevant to the overall research design and how it links with your  thesis question.

Justify your chosen method and why it is more appropriate than others.

Provide background information on methods that may be unfamiliar to readers of your thesis.

Introduce the tools that you will use for data collection , and explain how you plan to use them (e.g., surveys, interviews, experiments, or existing data).

Explain how you will analyze your results. The type of analysis used depends on the methods you chose. For example, exploring theoretical perspectives to support your explanation of observed behaviors in a qualitative study or using statistical analyses in a quantitative study.

Mention any research limitations. All studies are expected to have limitations, such as the sample size, data collection method, or equipment. Discussing the limitations justifies your choice of methodology despite the risks. It also explains under which conditions the results should be interpreted and shows that you have taken a holistic approach to your study.

What is the difference between methodology and methods? +

Methodology  refers to the overall rationale and strategy of your thesis project. It involves studying the theories or principles behind the methods used in your field so that you can explain why you chose a particular method for your research approach.  Methods , on the other hand, refer to how the data were collected and analyzed (e.g., experiments, surveys, observations, interviews, and statistical tests).

What is the difference between reliability and validity? +

Reliability refers to whether a measurement is consistent (i.e., the results can be reproduced under the same conditions).  Validity refers to whether a measurement is accurate (i.e., the results represent what was supposed to be measured). For example, when investigating linguistic and cultural guidelines for administration of the Preschool Language Scales, Fifth Edition (PLS5) in Arab-American preschool children, the normative sample curves should show the same distribution as a monolingual population, which would indicate that the test is valid. The test would be considered reliable if the results obtained were consistent across different sampling sites.

What tense is used to write the methods section? +

The methods section is written in the past tense because it describes what was done.

What software programs are recommended for statistical analysis? +

Recommended programs include Statistical Analysis Software (SAS) ,  Statistical Package for the Social Sciences (SPSS) ,  JMP ,  R software,  MATLAB , Microsoft Excel,  GraphPad Prism , and  Minitab .

Research Methodology Example

Detailed Walkthrough + Free Methodology Chapter Template

If you’re working on a dissertation or thesis and are looking for an example of a research methodology chapter , you’ve come to the right place.

In this video, we walk you through a research methodology from a dissertation that earned full distinction , step by step. We start off by discussing the core components of a research methodology by unpacking our free methodology chapter template . We then progress to the sample research methodology to show how these concepts are applied in an actual dissertation, thesis or research project.

If you’re currently working on your research methodology chapter, you may also find the following resources useful:

• Research methodology 101 : an introductory video discussing what a methodology is and the role it plays within a dissertation
• Research design 101 : an overview of the most common research designs for both qualitative and quantitative studies
• Variables 101 : an introductory video covering the different types of variables that exist within research.
• Sampling 101 : an overview of the main sampling methods
• Methodology tips : a video discussion covering various tips to help you write a high-quality methodology chapter
• Private coaching : Get hands-on help with your research methodology

PS – If you’re working on a dissertation, be sure to also check out our collection of dissertation and thesis examples here .

FAQ: Research Methodology Example

Research methodology example: frequently asked questions, is the sample research methodology real.

Yes. The chapter example is an extract from a Master’s-level dissertation for an MBA program. A few minor edits have been made to protect the privacy of the sponsoring organisation, but these have no material impact on the research methodology.

Can I replicate this methodology for my dissertation?

As we discuss in the video, every research methodology will be different, depending on the research aims, objectives and research questions. Therefore, you’ll need to tailor your literature review to suit your specific context.

You can learn more about the basics of writing a research methodology chapter here .

Where can I find more examples of research methodologies?

The best place to find more examples of methodology chapters would be within dissertation/thesis databases. These databases include dissertations, theses and research projects that have successfully passed the assessment criteria for the respective university, meaning that you have at least some sort of quality assurance.

The Open Access Thesis Database (OATD) is a good starting point.

How do I get the research methodology chapter template?

You can access our free methodology chapter template here .

Is the methodology template really free?

Yes. There is no cost for the template and you are free to use it as you wish.

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Table of Contents

In your academic career, few projects are more important than your PhD thesis. Unfortunately, many university professors and advisors assume that their students know how to structure a PhD. Books have literally been written on the subject, but there’s no need to read a book in order to know about PhD thesis paper format and structure. With that said, however, it’s important to understand that your PhD thesis format requirement may not be the same as another student’s. The bottom line is that how to structure a PhD thesis often depends on your university and department guidelines.

But, let’s take a look at a general PhD thesis format. We’ll look at the main sections, and how to connect them to each other. We’ll also examine different hints and tips for each of the sections. As you read through this toolkit, compare it to published PhD theses in your area of study to see how a real-life example looks.

Main Sections of a PhD Thesis

In almost every PhD thesis or dissertation, there are standard sections. Of course, some of these may differ, depending on your university or department requirements, as well as your topic of study, but this will give you a good idea of the basic components of a PhD thesis format.

• Abstract : The abstract is a brief summary that quickly outlines your research, touches on each of the main sections of your thesis, and clearly outlines your contribution to the field by way of your PhD thesis. Even though the abstract is very short, similar to what you’ve seen in published research articles, its impact shouldn’t be underestimated. The abstract is there to answer the most important question to the reviewer. “Why is this important?”
• Introduction : In this section, you help the reviewer understand your entire dissertation, including what your paper is about, why it’s important to the field, a brief description of your methodology, and how your research and the thesis are laid out. Think of your introduction as an expansion of your abstract.
• Literature Review : Within the literature review, you are making a case for your new research by telling the story of the work that’s already been done. You’ll cover a bit about the history of the topic at hand, and how your study fits into the present and future.
• Theory Framework : Here, you explain assumptions related to your study. Here you’re explaining to the review what theoretical concepts you might have used in your research, how it relates to existing knowledge and ideas.
• Methods : This section of a PhD thesis is typically the most detailed and descriptive, depending of course on your research design. Here you’ll discuss the specific techniques you used to get the information you were looking for, in addition to how those methods are relevant and appropriate, as well as how you specifically used each method described.
• Results : Here you present your empirical findings. This section is sometimes also called the “empiracles” chapter. This section is usually pretty straightforward and technical, and full of details. Don’t shortcut this chapter.
• Discussion : This can be a tricky chapter, because it’s where you want to show the reviewer that you know what you’re talking about. You need to speak as a PhD versus a student. The discussion chapter is similar to the empirical/results chapter, but you’re building on those results to push the new information that you learned, prior to making your conclusion.
• Conclusion : Here, you take a step back and reflect on what your original goals and intentions for the research were. You’ll outline them in context of your new findings and expertise.

Tips for your PhD Thesis Format

As you put together your PhD thesis, it’s easy to get a little overwhelmed. Here are some tips that might keep you on track.

• Don’t try to write your PhD as a first-draft. Every great masterwork has typically been edited, and edited, and…edited.
• Work with your thesis supervisor to plan the structure and format of your PhD thesis. Be prepared to rewrite each section, as you work out rough drafts. Don’t get discouraged by this process. It’s typical.
• Make your writing interesting. Academic writing has a reputation of being very dry.
• You don’t have to necessarily work on the chapters and sections outlined above in chronological order. Work on each section as things come up, and while your work on that section is relevant to what you’re doing.
• Don’t rush things. Write a first draft, and leave it for a few days, so you can come back to it with a more critical take. Look at it objectively and carefully grammatical errors, clarity, logic and flow.
• Know what style your references need to be in, and utilize tools out there to organize them in the required format.
• It’s easier to accidentally plagiarize than you think. Make sure you’re referencing appropriately, and check your document for inadvertent plagiarism throughout your writing process.

PhD Thesis Editing Plus

Want some support during your PhD writing process? Our PhD Thesis Editing Plus service includes extensive and detailed editing of your thesis to improve the flow and quality of your writing. Unlimited editing support for guaranteed results. Learn more here , and get started today!

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• Publication Recognition

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Sample PhD Research Methodology Chapter

1.0 introduction.

This chapter designs a comprehensive research methodology tailored to the aim and objectives of the study. Specifically, the research methodology chapter is responsible for explaining the philosophical underpinnings, as well as explaining their role in examining the selected research phenomenon. Second, the researcher’s philosophical orientation is explained and the rationale for the chosen methods is provided. Finally, this chapter defends the selected data collection instruments and analysis procedures, paying close attention to their advantages and limitations. Ethical issues and methodological limitations are covered in the end.

2.0 Ontological Perspective

The process of designing a research methodology starts with the branch of ontology, which is primarily concerned with what exists in the human world and what knowledge could be acquired about this world (Anfara & Mertz, 2014). With the help of ontology, researchers can recognise the extent to which the objects they are researching are ‘real’ and what ‘truth claims’ can be made about these objects (Chawla & Sodhi, 2011). The spectrum of ontological stances ranges from naïve realism to relativism; the former assumes that there is a single reality, which could be understood using appropriate research methods, whereas the latter implies that realities exist as multiple mental constructions that change depending on the subject and context in which they exist (Crotty, 2020).

This study follows a bounded relativist position, according to which there is one shared reality within a bounded group (Easterby-Smith et al., 2012). This choice has been made because organisational culture is a context-specific phenomenon, meaning each organisation has its own culture that is manifested in its values, artefacts, stories, and symbols (Kumar, 2014). The existing literature shows that organisational culture is something that is shared by all employees, suggesting there is a single reality within this group (Crotty, 2020). Although there may be outliers, organisational culture is often viewed as the glue that connects the employees of the same organisation and communicates the reality in which they exist.

3.0 Epistemological Perspective

Having identified how ‘things’ are, it is relevant to identify how the researcher creates knowledge by selecting and justifying an epistemological stance. The methodology literature distinguishes between three major epistemological positions, depending on the relationship between the object and the subject (Anfara & Mertz, 2014). Objectivism implies that meaning exists within an object and there is an objective reality that exists independently of the subject (Dew & Foreman, 2020). On the other end of the spectrum lies subjectivism, according to which it is the subject that creates meaning and imposes it on an object (Saunders & Lewis, 2014). Finally, constructionism is a more balanced epistemological position, where the interplay between the subject and the object creates meaning but the reality of the object is still constructed by the subject (Kumar, 2008).

Since the phenomenon of organisational culture exists independently from the researcher, this study is in keeping with the constructionist stance, which allows for generating a contextual understanding of organisational culture and its role in employees’ well-being perception in the selected company. On the one hand, each employee has their views, values, and beliefs, which inevitably affect their perception of well-being (Pruzan, 2016). This fact implies that multiple realities are likely to exist, which are shaped and formed by the company’s employees, as well as the meanings they attach to the world in general and their employer’s organisational culture, in particular (Dew & Foreman, 2020). Still, since the researcher attempts to establish the relationship between organisational culture and employees’ perceptions of well-being and achieve an adequate level of generalisation, the adoption of subjectivist epistemology seems counterproductive. In turn, objectivism fully excludes the possibility of the existence of multiple sources of meaning, which explains why this epistemology has not been adopted either (Chawla & Sodhi, 2011).

4.0 Theoretical Perspective

The next step in designing a comprehensive research methodology would be to have a look at the researcher’s philosophical orientation that guides their action (Creswell & Creswell, 2017). Per Singh and Nath (2010), all theoretical perspectives could be broadly divided into two groups, namely those that are applied to predict the phenomenon in question and those that help in getting a better understanding of this phenomenon. Since this study is focused on the establishment of the relationship between organisational culture and employees’ well-being perceptions, using more than one method to identify the valid and logical truth seems reasonable. Therefore, the theoretical perspective of post-positivism, according to which a valid belief could be properly identified only using multiple methods because all methods are imperfect, has been selected (Anfara & Mertz, 2014). The research design of this study, including its ontological and epistemological standpoints, is presented as follows.

Figure 1: Research Design

Source: Constructed for this study

Post-positivism can be viewed as a natural evolution of the positivist theoretical stance, primarily driven by the growing complexity of the social sciences, which requires examining social phenomena from multiple vantage points to make relevant and accurate predictions (Khan, 2011). As previously noted, employees’ values, attitudes, and beliefs, which form their realities and affect their perceptions of well-being in the organisational context, make this social phenomenon multifaceted and complex (Bryman & Bell, 2015). That is why using several methods is expected to help the researcher decipher this relationship and possibly extrapolate the produced findings to different contexts (Daniel & Sam, 2011). While post-positivism is less rigorous and ‘scientific’ as compared to positivism, some scholars argue that the social world is too complex to be explained by applying natural science methods. Interpretations of reality cannot be isolated from the cultural and social context, in which the research phenomenon is taking place (Easterby-Smith et al., 2012). Still, the application of natural science methods enables the researcher to identify certain patterns, allowing for examining the relationship between organisational culture and employees’ well-being perceptions in more detail.

5.0 Methodology

Based on the above explanation and justification, this doctoral project follows a mixed-method approach, which implies the collection and analysis of qualitative and quantitative data within the same study (Singh & Nath, 2010). A mixed-method research design enables the researcher to obtain data using multiple data collection instruments, adding to the breadth of this investigation and allowing for assessing the relationship between organisational culture and employees’ perceptions of well-being more comprehensively (Cohen et al., 2017). With that being stated, following a mono method can ensure a much higher level of detalisation as compared to a mixed-method approach (Howell, 2012). Still, within the organisational context, different truths are likely to exist among different stakeholder groups, which substantiates the need to examine and compare these truths in order to identify how they are similar or different (Daniel & Sam, 2011).

This project follows the research strategy of a case study, which enables the researcher to develop an in-depth description of the target organisation and its culture. One of the main advantages of this strategy is that it implies using multiple data collection techniques, which goes in keeping with the selected research design (Bryman & Bell, 2015). Although the case study strategy does not represent the world, it focuses on a single case in relation to the selected research problem and illustrates the contextualised case of the relationship between corporate culture and employee perceptions (Singh & Nath, 2010). Although some scholars believe that case studies have limited generalisation because they are primarily focused on a single object or case, it is still possible to compare the case study findings to existing theory and, hence, provide broader implications to similar contexts outside the selected case (Yin, 2014). Since this project not only draws on existing theory but also attempts to come up with a new theory linking organisational culture to employee well-being in the workplace, it incorporates certain aspects of both inductive and deductive approaches (Pruzan, 2016).

6.0 Data and Methods of Collection

Two primary data collection methods, namely self-administered questionnaires and semi-structured interviews have been selected for this study. The former method implies collecting primary quantitative data from individuals who self-report their perceptions of and attitudes towards the research phenomenon (Singh, 2010). In turn, in semi-structured interviews, a researcher asks questions within a predetermined thematic framework but the questions are not set in order or phrasing (Billups, 2019). Self-administered questionnaires have been selected because they not only enable the researcher to obtain a large amount of primary data in a short period. They also generate primary data that could easily be quantified and processed graphically and statistically, which goes in keeping with the post-positivist nature of this study (Saunders & Lewis, 2014). In turn, semi-structured interviews allow for generating highly detailed data that answers the ‘why’ and ‘how’ questions, leading to more comprehensive and detailed research findings (Cohen et al., 2017).

The decision to incorporate both self-administered questionnaires and semi-structured interviews in the research design allows for offsetting the drawbacks of each of these data collection instruments. For example, in questionnaire surveys, respondents’ answers are usually limited to a set of predefined, concise response options, which may not necessarily reflect how they feel about certain things (Novikov & Novikov, 2013). Concurrently, during interviews, interviewees can provide whatever responses they want, regardless of their length or content. At the same time, interviews are commonly considered a time-consuming data collection procedure (Carson et al., 2001). Due to this reason, as well as potential access issues, it is problematic to engage a relatively large number of individuals in interviews. Alternatively, questionnaires can be distributed among a sizeable population of social actors in a fraction of the time needed to conduct an interview (Daniel & Sam, 2011). Therefore, by utilising both self-administered questionnaires and semi-structured interviews, it is possible to make the most of these instruments while overcoming their drawbacks.

7.0 Sampling

For this study, two samples were drawn to approach the relationship between corporate culture and employees’ perceptions of well-being from different vantage points. First, judgemental sampling, a non-probability sampling technique where units to be sampled are selected by the researcher based on their professional judgement, was chosen to approach the most knowledgeable and experienced managers of the target company (Creswell & Creswell, 2017). While the researcher was not intended to cap the number of interviewees included in the sample, a total of 14 top managers agreed to participate. The selection of this sampling strategy is explained by its ability to ensure a deep focus on the researched phenomenon because the interviewees exist in the same context and share similar opinions and values. In turn, managers were selected because they are expected to have a more profound knowledge of the selected company’s organisational culture and its nuances than their subordinates. Interviews were conducted online using Zoom.

Second, the researcher followed the strategy of convenience sampling, which allows for collecting research data from the most easily accessed respondents, to draw a questionnaire survey sample (Gray, 2017). At this point, around 760 employees of the target multinational company were contacted via social media platforms and asked to participate. According to the existing methodology literature, the sample size plays a crucial role when it comes to data validity and reliability, which explains why the researcher intended to include as many employees in the sample as possible (Easterby-Smith et al., 2012). 549 questionnaires were returned to the researcher, out of which 32 were excluded due to missing values. Therefore, the questionnaire survey sample consisted of 517 participants. This sample size should be enough to ensure an adequate level of validity and reliability and make sure the produced findings are generalisable to a certain extent (Dew & Foreman, 2020). All questionnaires were distributed online using Google Forms.

8.0 Analysis Strategy

As previously noted, post-positivist studies tend to use multiple methods, which translates into employing several analysis instruments within the same research project (Novikov & Novikov, 2013). This study is not the exception to this rule. The primary data obtained using self-administered questionnaires was processed both graphically and statistically. This data was quantified by assigning a code (e.g., ‘1’, ‘2’, ‘3’, ‘4’, etc.) to each response and inserting the constructed set of raw data in Microsoft Excel, which was also used to design charts and graphs. The quantified data was then inserted into an SPSS spreadsheet to make it suitable for statistical analysis. Descriptive statistics and linear regression were used to analyse the primary quantitative data and establish the relationship between organisational culture and employees’ perceptions of well-being and test the Null Hypothesis and Hypothesis 1 presented in Chapter 2. In addition, the analysis of variance (ANOVA) was conducted to test Hypothesis 2 and identify whether those employees who belonged to an older generation perceived the role of organisational culture in their well-being differently than their young colleagues. The key methodological choices, including analysis methods, are presented as follows.

Figure 2: Methodological Choices

The researcher also used a content analysis technique to process the primary data generated by the interviewees. Unlike graphical or statistical analyses, the content analysis does not demonstrate cause-and-effect links between variables but rather enables the researcher to get a deeper understanding of interviewees’ perceptions, feelings, and lived experiences (Carson et al., 2001). The recorded interviews were first converted into text transcripts using word processing software. Afterwards, the transcribed data was processed by NVivo to create codes and nodes according to the main themes of this project, such as ‘organisational culture’, ‘employee well-being’, ‘work-life balance’, ‘employee recognition’, and ‘job satisfaction’. This software was also used to identify the frequency of the aforementioned themes and other tendencies in the interviewees’ responses.

9.0 Ethical Issues

Before obtaining primary data from the participants, they were provided with an information sheet that covered all the important aspects of this project, including its aim and objectives, anticipated outcomes, and research procedure (Saunders & Lewis, 2014). Informed consent was obtained from each potential interviewee and survey participant to make sure their participation was voluntary. They were explicitly communicated both verbally and in writing that they were able to withdraw from the data collection process at will. Moreover, this process was made fully anonymous to prevent the potential leakage of personal data and contribute to the participants’ intention to take part (Singh, 2010).

10.0 Methodological Limitations

Although the designed research methodology is characterised by a relatively high level of replicability, it could be argued that the adoption of bounded relativism does not add to the generalisability of the produced empirical outcomes (Daniel & Sam, 2011). The point is that the mental constructions of reality held by those managers and employees who participated in this project may not necessarily match one another, leading to multiple interpretations of how their well-being is affected by the employer’s organisational culture (Saunders & Lewis, 2014). Another limitation is that self-administered questionnaires significantly limit the researcher’s ability to decipher hidden meaning that exists in organisational practices and events, which makes this study biased towards making predictions rather than deepening our understanding of the research phenomenon (Novikov & Novikov, 2013).

11.0 Chapter Summary

Ontologically, this study is framed within bounded relativism, which implies that reality constructions exist within a boundary of a peculiar group. In turn, from an epistemological viewpoint, this project adopts constructionism and the post-positivist theoretical perspective. Since this study follows a mixed-method approach, the researcher obtained primary qualitative and quantitative data from 14 top managers and 517 employees of the target business entity by means of semi-structured interviews and self-administered questionnaires, respectively. The collected data was processed, thematically, graphically, and statistically using NVivo, Microsoft Excel, and SPSS.

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