User:Innolab8/Learning Outcomes/4. Ability to compare and evaluate a range of methodologies and methods in terms if their use and application

4.1. Introduction

The ability to compare and evaluate a range of methodologies and methods is useful in determine the approach and research tools need to effectively conduct a research. Therefore, It is important to understand the various key methodologies and methods so that a logical justification can be made on the research approach and methods being selected for the purpose of the research undertaken.

4.2. Personal strengths

Knowledge and understand of the various methodologies.

4.3. Personal weaknesses

Lack the ability to apply the several research methodologies and technique Basic knowledge and experience in conducting a case study research Basic experience in using statistic software Lack experience in statistical analysis

4.4. Addressing weaknesses

Attending Research Methodology and Design 2 Seminar Submission and obtaining feedback from Research Proposal assignment Regular meeting and support from advisor to ensure that I am heading in the right direction with my understanding of methodologies. Self enrichment by reading academic books on Case study research Self-directed learning – Discovering SPSS

4.5. Learning objective 4 achieved

I am able to demonstrate sound methodological reasoning and the use of methodological terms in an accurate and meaningful way.

Reflection:

Initially, I intended to use interview as the main tool to elicit the consumer’s association with the educational brand. However, after attending the research design seminar, I realised that I can explore other methods and this depends on the research questions being examined. As this research is to determine the construct of education brand equity, qualitative and quantitative methods will be adopted. The research tools used can vary from interview to observation to experimental. However, after having a clear and good understanding of the various techniques and their use, I am able to justify the methods adopted to collect and to interpret the data and finally use the findings to answer to the research questions. With the guidance and help from my supervisor, I am able to justify and to make changes to my initial research methods proposal. First, the qualitative portion will now includes both photo elicitation and depth interviews aside from the initial focus group interview. In order to evaluate the feasibility, time and outcome, a pilot test will be conducted. Subsequently, a pilot test will be conducted prior to the survey where the survey questionnaire will empirically examine the factors under study and their relationship with brand equity.