Sadia Zia

 Research methodology is the process that is used to gather data and information. It is essential to involve a consideration of theories and concepts that underlie methods. It is often used to find the result and solution of a given matter or problem. It is also defined as the systematic analysis, interpretation and collection of data to answer a certain question, produce new knowledge or solve any problem. Investigators attempt to deduct different methods to handle or solve the given case. Such methodologies have immense importance because they always drive investigators towards the correct way and prompt them to be active in prior field. It helps them to handle any critical situation with their own hard work and strategy. When they describe their methods it is essential to mention that how they have addressed hypothesis or research question. The methods should be described in such a way that they don’t leave anything unanswered. They should explain everything precisely. Research is an essential aspect of new business and strategies that is going to prosper in later times. It is always needed that you must know everything regarding business before taking part in it. It is necessary to determine which research methods you use to get clear and precise picture of the market landscape. There are few methods to conduct out researches but quantitative and qualitative are most important among all of them. Quantitative research is about numbers and numeric figures. It focuses to measure the amount or quantity of a certain product and compete it with all the previous records and make them capable for the coming period. Any information about social circumstances is demonstrated in numeric terms can only be analyzed by using statistical methods. It deals with the fluctuations in several stages of education and other fields. The main objective of quantitative research is to employ and expand theories, mathematical models or hypothesis related to this phenomenon. Statistics is mostly used in quantitative research method. They are widely used in the fields of commerce and economics. Quantitative research is reliable and more objective as it can use statistics to generalize the discovery. It is not that much detailed like qualitative research and saves most of our time. It also helps to enable the description and research of social process that cannot be observed directly. On the other hand it has few disadvantages that can be faced while conducting the research. It happens because some cases are difficult to analyze or create useful models. It can get biased at times as per the perspective of researcher and provides narrow information. Qualitative research is another research method that refers to measurements and observations that are made or repeated by different researchers. It does not include numbers or numerical data. This method is generally applied in European countries for the sake of investigation. It bears huge number of detailed text that present clear sight and make us understand that why and how things have happened in previous time. It has numerous advantages as it gives clear, distinct picture and makes us understand the hidden motives and reasons of the phenomenon. It is essential to find an effective and appropriate solution of any problem. On the other hand, it can be a matter of toil as it can be expensive and time consuming. It needs experience and training as nobody can easily conduct it with minimum knowledge and wealth. It includes a wide range of complex techniques. It usually involves few participants, so it is not taken that much serious by other researchers. In this research, researchers keep his presence necessary and it can affect the responses of subjects. Issues on anonymity and confidentiality can cause hindrance during the presentation of research. These findings are always time consuming and demands detailed result in written form. It can be bias at some extent because only researcher is the one who prepares questionnaires, design surveys and group questions. This data is always subjective and frequently reflects what is happening around you but not what may be happening. Primary data collection is the common data that is used in research projects. Data that is collected by a person himself is called primary data. That person can be a student who is working on a thesis or any other researcher who is gathering data by using his own efforts. Primary data is all about using huge funds and expenses. It comes from first hand resources that include interview, questionnaire, direct observation and survey. Most of them are described below: *Observation method is based on personal observation. It is time consuming and costly as compared to other types of researches. The outcome of this type of research can be biased and present the clear perspective of the investigator only. *Interviews are generally conducted face to face or using other electronic devices. Researches keep check list while conducting an interview and then compile the actual outcome of research. *Surveys gather information from large number of people by using the techniques of interviews, telephoning and questionnaires. Questionnaire is most effective in research methodologies. It is a better way to collect information from huge number of people in less time. It can be easily conducted if somebody has no time to participate in experiments and attend interviews. It helps people to think thoroughly, take their full time and return to the questionnaire in the future. All the participants can present their feelings and perspective privately without getting worry about the reaction of the researchers. It also converts the main objectives of research into the specific questions. Outcome of questionnaire can be used quickly and quantified through any software or by a researcher. This data can be utilized to contrast and compare other research or measure change. It contains attitude scales, multiple choice questions, closed questions and open-ended questions. It can be conducted by using different ways (posted on internet sites, sent by post, handed out personally). There are little disadvantages when we conduct surveys through questionnaire. It includes: *Participants identity is unknown to the researcher. *Ratio of return questionnaires is low. Questionnaire is beneficial while conducting a research. All the responses that we get this way are more standardized. It is relatively quick to gather information through questionnaires. It is the most affordable way to collective quantitative data. Researchers can easily gather data though mobile and online surveys and they are always considered to be cost efficient. It can be placed on social media sites in order to save expenditures and get our answers through mail. It is easy to choose the questions and gather data on a large scale within a short span. Using primary data collection method has always been helpful and effective. They give speedy and quick results rather than waiting for so many days to compile the data. For this, researcher doesn’t have to be a scientist or highly qualified individual. Researcher can pile up all the information together even if you do not have a background in scientific or statistics research. Researcher never gets any pressure while using primary data collection methods. They cover all aspects of the topic. Researcher can ask as many questions as he wants. They are more effective than other source of research methodologies.