1

Research Design and Methodology

Module 3
 2

Research Design and Methodology

1. Model Overview

Module three offers an in-depth discussion of the research design and methodology for

the professional project. In this module, you will hone your understanding of research

methodologies and the significance of methodological alignment with project goals. You will

also learn about Validity and reliability as two crucial concepts in research for

ensuring the quality and accuracy of research findings.

Please remember to actively engage in the Discussion board by posting your initial discussion

response early in the week.

2. Objectives

 Critically evaluate and justify the selection of a suitable research methodology for

your research topic, exploring its strengths and weaknesses in relation to the

research questions and data collection techniques.

 Analyze and describe the relationship between your reseach and the selection of

appropriate methods and strategies for data collection.

 Demonstrate an understanding of key ethical consididerations related to your

selected research methodology, including potential biases, informed consent, and

data privacy.

3. Readings

Required

Han, H., Youm, J., Tucker, C., Teal, C. R., Rougas, S., Park, Y. S., J Mooney, C., L

Hanson, J., & Berry, A. (2022). Research methodologies in health professions education

publications: Breadth and rigor. Academic Medicine: Journal of the Association of

 3

American Medical Colleges, 97(11S), S54–S62. Retrieved form

https://pubmed.ncbi.nlm.nih.gov/35947465/

Designing Research Chapter 5 in Creswell, J. W. (2023). Research Design: Qualitative,

Quantitative, and Mixed Methods Approaches. 5th ed. London: Sage Publications Ltd.

Quantitative and Qualitative Research Methods (Simply Explained).

https://www.youtube.com/watch?v=7oz1ZAl7wmk.

Recommended

Trevillion, K. (2022 Dec. 29). Impact in qualitative research: A reflection on using co-

production approaches in mental health research.

https://www.quahrc.co.uk/impact-in-qualitative-research-kylee-trevillion-a-reflection-on-

using-co-production-approaches-in

Phillips, S. M., Summerbell, C., Hobbs, M., Hesketh, K. R., Saxena, S., Muir, C., &

Hillier-Brown, F. C. (2021). A systematic review of the validity, reliability, and

feasibility of measurement tools used to assess the physical activity and sedentary

behaviour of pre-school aged children. The International Journal of Behavioral Nutrition

and Physical Activity, 18(1), 141. https://doi.org/10.1186/s12966-021-01132-9.

4. Module 3 Content

3.1 Selecting the Suitable Research Methodology

Research methodology is the systematic framework that guides researcher in collecting,

analyzing, and interpreting data to address the research question (Kiani, et al. 2022).

Research methodology includes research design, philosophical assumptions, data

collection tools, and data analysis methods used in a study.

 4

There are two main types of research methodologies, quantitative and qualitative

research. Quantitative reseach depends on numerical data to test hypotheses and develop

cause-and-effect relationships (Barroga & Matanguihan, 2022). On the other hand,

qualitative research reviews in-depth understanding of meanings, experiences, and

phenomena (Barroga & Matanguihan, 2022).

Expanding on the selection of research methodology, let's consider typical scenarios for

choosing either quantitative or qualitative methods:

Quantitative Research:

This methodology is suitable when you aim to measure variables, establish patterns, and

test hypotheses using numerical data. For example:

 Surveys and Questionnaires: If you want to gather data from a large sample size to

analyze trends or correlations among variables, quantitative methods are appropriate.

 Experimental Studies: When you need to establish causality between variables

through controlled experiments, quantitative research provides statistical evidence.

 Statistical Analysis: If your research questions involve analyzing data to make

predictions or generalize findings, quantitative methods offer statistical tools for

analysis.

Qualitative Research:

This methodology is preferred when you seek to understand phenomena in-depth, explore

complex human behaviors, and uncover meanings and experiences. For example:

 Interviews and Focus Groups: Qualitative methods are effective for capturing rich,

descriptive data by allowing participants to share their perspectives, experiences, and

narratives.
 5

 Case Studies: When you want to explore a particular case or context in detail,

qualitative research provides a holistic understanding of the subject.

 Ethnographic Research: If your research involves observing and immersing yourself

in a specific culture or community to understand social dynamics and cultural

practices, qualitative methods are suitable.

Students can determine the most valuable research method by considering the alignment

between their research questions, objectives, and the characteristics of each methodology.

If the aim is to quantify relationships between variables and test hypotheses, quantitative

methods are appropriate. Conversely, if the goal is to explore meanings, contexts, and

experiences, qualitative methods offer deeper insights. Additionally, considering the

feasibility of data collection, ethical considerations, and the resources available can help

students make informed decisions about selecting the most suitable research methodology

for their study.

3.2 Designing Data Collection Tools

Practical data collection tools are important for accurate and relevant data

(Taherdoost, 2021). It is worth noting that the choice of data collection tools is affected

by different factors, including the methodology used and the nature of the research

question. For instance, in qualitative research, researchers use focus groups, interviews,

and observation to gather extensive and descriptive data. On the other hand, quantitative

research usually uses experiments, surveys, and standardized tests to gather numerical

data for statistical analysis. Reviewing the strengths and weaknesses of diverse data

collection tools improves a researchers ability to collect data that matches their research

objectives and promotes proactive analysis.

 6

3.3 Ensuring Validity and Reliability

Validity and reliability are essential in research methodology to guarantee the

accuracy and consistency of findings . Validity refers to the truthfulness and accuracy of

the research outcomes, while reliability addresses the stability and consistency of the

results (Ahmed & Ishtiaq, 2021). Exploring how these concepts relate to diverse research

methods is essential for carrying out robust research. Ensuring validity includes

establishing that the research precisely and accurately measures what is intended. On the

other hand, reliability ensures consistent outcomes over time and among different

researchers. By critically addressing these aspects in research design and methodology, a

researcher bolsters the credibility and generalizability of their findings, hence reinforcing

the overall quality and effect of their research.

In designing data collection tools, researchers must carefully consider the methodology

used and the nature of the research question to select appropriate tools that align with

their objectives. For qualitative research, methods such as focus groups, interviews, and

observation are commonly employed to gather extensive and descriptive data. For

instance, in a study exploring consumer perceptions of a new product, conducting focus

group discussions can provide rich insights into participants' opinions and preferences.

Conversely, quantitative research often utilizes experiments, surveys, and standardized

tests to collect numerical data for statistical analysis. For example, in research on

customer satisfaction levels, surveys with standardized questions can efficiently capture

satisfaction ratings, enabling statistical comparisons and analysis. By reviewing the

strengths and weaknesses of diverse data collection tools, researchers can ensure the

collection of data that accurately reflects their research objectives, facilitating proactive
 7

analysis.Validity and reliability are paramount in research methodology to ensure the

accuracy and consistency of findings. Validity refers to the truthfulness and accuracy of

research outcomes, while reliability pertains to the stability and consistency of results. To

illustrate validity, consider a study assessing the validity of a new depression scale.

Experts may review the scale's items to ensure they adequately represent the

construct of depression, demonstrating content validity. The scales items that are

fundamentally used by these experts are primarily the four known basic tools. These tools

include the Nominal, ordinal, interval, and ratio. The scales are further discussed in

detailed form below.

The nominal scale is the first scale which uses numbers and labels to identify

items. Although there is usage of numbers, the items are non-numerals, numbers which

are non-valued. the numbers are not used in the identification of the characteristics of the

item. Examples of the nominal scale used include the gender which may be either male or

female.

The second scale is the Ordinal scale which specifically considers the

measurement of information reported in order and ranking without looking at differences

in the items reported. This scale is based on qualitative data. examples of Ordinal scale in

research methodology include; rating of restaurants, frequency evaluation, and the degree

of agreement.

The interval scale is known to be a quantitative measurement where variation is

highly considered from the items. This scale has no assumption in its process of
measurement as the exact result is appreciated. The measurements obtained are arbitrary
 8

hence helpful in the statistics analysis. Here is where the Linkert scale is generated
with an incorporation of the Net promoter score and the Bipolar Matrix Table.
The Ratio scale is the fourth scale in the research methodology and is
considered to be quantitative. The intervals are compared by the researchers and
their uniqueness is valued. in this scale, the unit conversions take place like
kilogram to grams like in the evaluation of calorie weight.

In consideration of the methods used in capturing data which imply the surveys

and questionnaires, the four scales must be in order for efficient data collection for

analysis. However, the other tools will be generated on the process from the scales which

include the Likert, semantic differential and the dichotomous. The Likert helps to

measure the respondent's attitude, making it useful in the method of survey. In the

semantic differential, the rating of a product is applied for valuation and a dichotomous

scale is essential in yes or no questions during the questionnaire.

Additionally, criterion validity can be established by comparing scores on the new

scale with established measures of depression to determine if it accurately predicts

depression levels. Construct validity can be demonstrated by administering the scale

alongside other measures of related constructs to confirm that it measures the intended

constructs. In terms of reliability, various methods can be employed. For instance, test-

retest reliability involves administering the same survey to the same group of participants

at different time points and assessing the consistency of their responses over time. Inter-

rater reliability can be assessed by having multiple coders independently code the same

set of qualitative data and comparing their ratings for consistency. Internal consistency

reliability can be determined by calculating Cronbach's alpha for a scale measuring a

particular construct to assess the consistency of responses across different items on the
 9

scale. By addressing validity and reliability in research design and methodology,

researchers enhance the credibility and generalizability of their findings, thereby

reinforcing the overall quality and impact of their research.

Below is a video that further explains validity and reliability:

https://www.youtube.com/watch?v=Wbc88N2PTe8.

3.3 Ethical Consideration

Ethical considerations in research extend beyond participants' rights and confidentiality

and encompass various aspects that ensure the ethical conduct of research. One essential

ethical consideration is obtaining informed consent from participants, which involves

providing clear and comprehensive information about the research purpose, procedures,

risks, and benefits, and allowing participants to make an informed decision about their

participation (Wilfond et al, 2017). For example, researchers conducting a study on the

effects of a new medication should ensure that participants fully understand the potential

side effects and risks associated with the medication before consenting to participate.

Respecting participants' privacy is another crucial ethical consideration. Researchers must

take measures to protect participants' confidentiality by securely storing and anonymizing

data to prevent unauthorized access (American Psychological Association, 2017). For

instance, in a study involving sensitive topics such as mental health or personal

relationships, researchers should take extra precautions to ensure that participants'

identities are protected and their information remains confidential.

 10

Maintaining integrity in research involves upholding honesty, transparency, and

accuracy throughout the research process (National Institutes of Health, 2015). This

includes accurately representing the research methods, findings, and conclusions without

manipulating or fabricating data. Researchers should adhere to ethical guidelines and

standards set forth by professional organizations and regulatory bodies, such as

institutional review boards (IRBs) or ethics committees, to ensure the ethical conduct of

their research.Additionally, researchers should consider the potential impact of their

research on participants and other stakeholders, including vulnerable populations and

communities. They should strive to minimize harm and maximize benefits, taking into

account the cultural, social, and contextual factors that may influence participants'

experiences and well-being. For example, researchers conducting research in indigenous

communities should engage in culturally sensitive practices and ensure that their research

respects indigenous knowledge, traditions, and values (United Nations Educational,

Scientific and Cultural Organization, 2019).Guidelines and frameworks, such as the

Belmont Report, the Declaration of Helsinki, and discipline-specific codes of ethics,

provide valuable guidance for researchers in navigating ethical considerations in

research. By integrating ethical principles and practices into their research design and

methodology, researchers can uphold the integrity of their research and contribute to the

advancement of knowledge while safeguarding the rights and well-being of research

participants. Upholding ethical requirements promotes trust and credibility in research

outcomes and fosters responsible and ethical conduct in the academic community.

Additional Source (Blog). FasterCapital (2023 Dec 7). Research Ethics: Upholding

Integrity in Research Activities Credit.

 11

https://fastercapital.com/content/Research-Ethics--Upholding-Integrity-in-Research-

Activities-Credit.html

Video on ethical consideration in research

The video below addresses a set of ethical principles that guide your research designs

and practices.

https://www.youtube.com/watch?v=wkwFEPnUww4.

5. Reflection Question (OTL579CO1, MO 1, 2, 3)

How do choosing the suitable research method, designing data collection techniques,

ensuring validity and reliability, and considering ethical guidelines contribute to quality

research in my field?

Express your insights on how choosing the appropriate research method,

designing data collection tools, guaranteeing validity and reliability, and ethical

considerations lead to conducting ethical and rigorous research in your field.

Discussion Question (OTL579CO2, MO2)

Article Title: "Exploring the Impact of Social Media on Mental Health: A Qualitative

Study"Link: https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7912033/

Brief Explanation of the Research Question:

 12

The research question explores the impact of social media use on mental health.

Specifically, the study aims to understand the experiences, perceptions, and challenges

faced by individuals regarding social media use and its effects on their mental well-being.

Type of Data and Suitability:

This study utilizes qualitative data obtained through in-depth interviews with participants.

Qualitative data is suitable for exploring complex phenomena, such as the relationship

between social media use and mental health, as it allows researchers to capture rich and

nuanced insights into participants' experiences, perceptions, and behaviors. In-depth

interviews facilitate the exploration of participants' thoughts, emotions, and motivations,

providing a deeper understanding of the phenomenon under investigation.Strengths and

Weaknesses of the Methodology:

Strengths:

 In-depth interviews allow for a comprehensive exploration of participants'

experiences and perceptions, providing rich and detailed data.

 Qualitative methods are well-suited for investigating subjective experiences and

complex social phenomena, such as the impact of social media on mental health.

 The use of open-ended questions enables participants to freely express their thoughts

and feelings, capturing diverse perspectives and insights.

Weaknesses:

 Qualitative research is often subjective and interpretive, leading to potential biases in

data interpretation.

 The sample size in qualitative studies is typically small, limiting the generalizability

of findings to broader populations.

 13

 Conducting in-depth interviews requires significant time and resources, making it

challenging to recruit and interview a large number of participants.

Summary:

Overall, the qualitative methodology employed in this study allows for a nuanced

exploration of the impact of social media on mental health. By utilizing in-depth

interviews, the researchers were able to gather rich and detailed data, shedding light on

the complex interactions between social media use and mental well-being. However, it's

essential to acknowledge the limitations of qualitative research, such as potential biases

and limited generalizability, when interpreting the findings of the study.

Explore the university library and look for an article that is close to your chosen

topic. Discuss the methodology used in the study. You should begin by describing the

research question and the type of data used in answering it. Indicate why this type of data

is appropriate, relevant, and important to the question being asked.

6. Critical Thinking 3 Assignment (OTL579CO1, MO1, 2)

In this assignemt, you will submit a critical anlysis research methodology and design

selected for your reseach topic. Briefly introduce your research topic and the purpose of

this critical analysis. You should also clearly state the specific research questions your

study aims to answer. Identify the main research method and analyze its strengths and

weaknesses. Despite the shortcomings identified, justify why your selected methodology

is the most appropriate for your project. You should address specific questions and

explain how your data collection and analysis techniques influence finding suitable

answers. Finally, summarize your main points, explaining how the selected methodology,

regardless of its limitations, allows you to efficiently address your research objectives.
 14

References

Ahmed, I., & Ishtiaq, S. (2021). Reliability and validity: Importance in medical research. JPMA.

The Journal of the Pakistan Medical Association, 71(10), 2401–2406.

https://doi.org/10.47391/JPMA.06-861.
 15

Barroga, E., & Matanguihan, G. J. (2022). A practical guide to writing quantitative and

qualitative research questions and hypotheses in scholarly articles. Journal of Korean

Medical Science, 37(16), e121. https://doi.org/10.3346/jkms.2022.37.e121.

Carpenter, D., Gonzalez, D., Retsch-Bogart, G., Sleath, B., & Wilfond, B. (2017). Methodological and
ethical issues in pediatric medication safety research. Pediatrics, 140(3).
Kiani, A. K., Naureen, Z., Pheby, D., Henehan, G., Brown, R., Sieving, P., Sykora, P., Marks,

R., Falsini, B., Capodicasa, N., Miertus, S., Lorusso, L., Dondossola, D., Tartaglia, G.

M., Ergoren, M. C., Dundar, M., Michelini, S., Malacarne, D., Bonetti, G., Donato, K.,

… INTERNATIONAL BIOETHICS STUDY GROUP (2022). Methodology for clinical

research. Journal of Preventive Medicine and Hygiene, 63(2 Suppl 3), E267–E278.

https://doi.org/10.15167/2421-4248/jpmh2022.63.2S3.2769.

Mootz, J. J., Taylor, L., Wainberg, M. L., & Khoshnood, K. (2019). Ethical considerations for

disseminating research findings on gender-based violence, armed conflict, and mental

health: A case study from rural Uganda. Health and Human Rights, 21(1), 81–92.

Taherdoost, H (2021). Data collection methods and tools for research: A step-by-step guide to

choose data collection technique for academic and business research projects.

International Journal of Academic Research in Management (IJARM), 10 (1), pp.10-38.

ffhal-03741847f.

Website;
https://byjus.com/maths/scales-of-measurement/