Service Value Evaluation on the Restaurant in London - Dissertation Example

In order to plan and align activities with the research schedule, research methodology plays a vital role in outlining a roadmap. On the other hand, adopted research methodology clarifies the guidelines and principles that should be strictly followed by the researcher to successfully complete the study. Reliability of the primary data also relies on the selection of appropriate research methodology in order to develop a valid conclusion and set of recommendations by the end of the research work (Kothari, 2004).

Keeping this in view, two types of research methodologies are available to researchers. One is qualitative, and the other one is quantitative research methodology. Qualitative researchers are those, which tends on to explain natural phenomenon pertaining to the area under study. In qualitative researches, the researcher observes a natural phenomenon and interprets it according to his personal approach towards the area of study. Qualitative researchers are widely known as a multi-method approach which includes interpretive and naturalistic views on the area which is being examined by the researchers (Gillham, 2000). It is important for the researchers that they conduct qualitative researches in natural settings and build logic with the help of theories around the answers presented against the research questions. The data retrieved for completing a qualitative research study is retrieved from sources that provide detailed answers to the research questions. These sources of information can be interviews, focus group discussion, personal observation and etc. Another important aspect that needs to be noticed here is that qualitative researches are based on an inductive approach usually requires researchers to explore the phenomenon and implicate the findings to the general environment (Crowther & Lancaster, 2012; Gordon & Marian, 2006).

Then there is a quantitative approach to research work which requires researchers to support the findings of the study with the help of statistical data. Research works based on quantitative approach are considered as more authentic than qualitative approach as it supports the findings of the study scientifically. On the other hand, quantitative research works are based on a deductive approach as they rule out the findings which are not reliable and focus only on those findings, which are scientifically proven by statistical figures and justified by the previous work conducted on the same subject. Researches that are based on a quantitative approach are generally more reliable as they look for cause and effect to build up a suitable conclusion and recommendation part. Keeping the discussion pertaining to quantitative researches, it can be asserted that quantitative researchers are more reliable and authentic as compared to qualitative research methods (Jackson, 2010).

Keeping in view the context and aim of the present study, the researcher has adopted a quantitative approach to research work, i.e. the researcher will use both quantitative research methodology to ensure the authenticity of the primary research with the help of statistical testing. By doing this, the researcher will first collect data by using a survey questionnaire (quantitative) to fetch primary information from the customers pertaining to different dimensions of service structure.