Critical Review of the In-Depth Research Methodology - Assignment Example

Critical Review of the In-Depth Research Methodology Index of Contents 0 Introduction……………………………………………………………………………. 3 2.0 Overall Analysis………………………………………………………………………... 3 3.0 Detailed Analysis of Conceptual Research Design…………………………………….. 4 3.1 Research Question 1……………………………………………………………………. 4 3.2 Research Question 2……………………………………………………………………. 4 3.3 Research Question 3……………………………………………………………………. 5 4.0 Detailed Analysis of Technical Research Design………………………………………. 6 4.1 Target Group Segmentation……………………………………………………………. 6 4.2 Research Strategy………………………………………………………………………. 6 4.3 Questionnaire Design…………………………………………………………………... 7 5.0 Pros and Cons of the In-depth Research Methodology…………………………………7 References……………………………………………………………………………… 9 1.0 Introduction A critical review entails an overall holistic investigation of the research subject in question. It consists of a detailed exploration of the research process with an objective stance and rechecking the validity of the conclusions drawn from it. It involves assessment of the operational definitions, research questions, theoretical framework, research methods, assimilated data and derived conclusions. 2.0 Overall Analysis A critical review should ideally evaluate three major aspects of the research work: the conformity of the research design with relevant academic literature, the contribution of the research results in solving the research questions and the degree of coherence in the project reporting. Every piece of data in research is significant in its own way, not only with regard to what it tells us, but also with regard to what it does not tell us. At times, a thoroughly interrogative approach may lead one to an alternative idea that may not have been revealed till then and emerge as a new discovery. Data analysis should not just entail testing old ideas with new data, but new data should also create new ideas (Heckman, 1998) The following set of questions was held as a benchmark for evaluating the validity and utility of the research work: Is the research objective clearly defined and is the problem statement well-specified? Are the research questions appropriate and stated explicitly? Is the research designed properly by making use of a range of valid and authentic methods while ensuring compliance with ethical standards? Does the research exhibit a proficiency of critical thinking on research practice, accompanied by measures to rule out any probable influence of the researcher on the respondents? Are the results presented in a manner that is original, stimulating, explicit and free from manipulation? Are the derived conclusions and offered recommendations substantial and acceptable? 3.0 Detailed Analysis of Conceptual Research Design 3.1 Research Question 1 What kind of content may attract Holland Fit’s existing users and potential users to Fitpas? The question should have focussed not only on the content but also on the accessibility and affordability of Holland Fit’s offerings, which are essential factors in determining attractiveness. Some other aspects could have been explored, such as: What is the attitude of the general public towards other key players in the health market? Which characteristics of the other players do the consumers find attractive? Is it the abundance of features or the affordability of the offerings that forms the criterion for attracting consumers? 3.2 Research Question 2 What is the attitude of existing users and potential users towards the Holland Fit social network sites which are related to Fitpas? Though the research question talks about both existing and potential users, the related sub-questions focus mainly on the existing users, thus partially overlooking the potential ones. Some more facets could have been uncovered, such as: Do the consumers think that Fitpas has been able to meet their current expectations? Is the online platform more user-friendly than offline according to them? If they are non-users, then which aspect of Fitpas has barred them from using it? 3.3 Research Question 3 To what extent do the existing users and potential users of Holland Fit want/need social network sites which are related to Fitpas? The research would have been more fruitful if this need analysis would have been followed by a need-gap analysis which would have subsequently complemented by feedback and suggestions from the respondents. Some additional spaces could have been unfathomed, such as: Do they think that healthcare through online means is a practically viable option? What other alternatives do they have if they are non-users of Fitpas? What are the gaps in their need fulfilment that have not yet been addressed by Holland Fit? 4.0 Detailed Analysis of Technical Research Design 4.1 Target Group Segmentation The respondents for the survey were segmented into four groups: existing male users, existing female users, potential male users and potential female users. The basis of segmentation was gender. But this is only one of the parameters for such segmentation. Use of additional parameters such as age, education, income level, nature of occupation etc. would have made the research more comprehensive and would have yielded more authentic results. 4.2 Research Strategy For conducting the research, the data collection strategy of questionnaire, in-depth interview and desk research were put to use. Data collected using a questionnaire survey method was used to derive precise relationships between different variables. In such a case, the quality of the questionnaire is of utmost importance. Ensuring the validity and reliability of the questionnaire requires a high level of expertise, which in this case, is a matter of uncertainty. Moreover, ensuring a more than 50% response rate is a target very difficult to attain. The interview was conducted for a total of 20 people (5 from each segment), which is merely 20% of the total sample. That might undermine the reliability of this method, as a very small section of the respondents were involved in it. Moreover, personal perceptual errors and subjective judgments of the interviewer might have led to a manipulation of interview results. The telephonic interviews create further room for such errors, owing to the distance barrier to effective communication. Besides, the desk research that was conducted to supplement the research included online research which demands a careful selection of authentic online information sources. The use of erroneous information from online sources may lead to wrong and spurious results. 4.3 Questionnaire Design The total numbers of questions asked in the questionnaire were too few to yield the requisite detailed information about the perceptions, attitudes and expectations of the respondents regarding Holland Fit. Moreover, out of the 11 questions, hardly one or two had a specific reference to Holland Fit, while the rest were about the perception of the respondents about health and online platforms in general. 5.0 Pros and Cons of the In-depth Research Methodology The most crucial element to a critical review is the conceptual design of the research problem. As Wuyts says: “good conceptualisation is akin to an opening in a chess game: it sets the stage for the game but does not predetermine its final outcome.” (Thomas, Chataway and Wuyts, 1998) Conceptualisation of the research question helps in determining the approach to analysing the data. This has been done to quite a satisfactory extent in this report. However, there are still certain areas wherein a little more elucidation can make the research more fulfilling. Data evidence in any research has to be explored, questioned and cross-examined in order to derive meaningful results out of it. In a critical review, the data is approached and cross-checked from different perspectives. The results which are unsatisfactory or unforeseen are critically examined to find out why those occurred and why they failed to back up the idea one worked upon. This aspect is lacking, to some extent, in this report. The data analysis has been overshadowed by the individual attitudinal frameworks and perceptual errors of the researcher. References: Heckman, J., Ichimura, H., Smith, J., & Todd, P. (1998). Characterizing selection bias using experimental data (No. w6699). National Bureau of Economic Research. Thomas, A., Chataway, J., & Wuyts, M. (Eds.). (1998). Finding out fast: investigative skills for policy and development. Sage. Read More