Service value evaluation on the restaurant in London Dissertation

Service value evaluation on the restaurant in London - Dissertation Example Additionally, the researcher will also present a glimpse of the survey questionnaire which will be used to gather primary data. Lastly, limitations to the adopted methodology will also be presented for readers’ understanding. 2. AdoptedMethodology 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 is also relied 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 explai n natural phenomenon pertaining to the area under study. In qualitative researches, researcher observes a natural phenomenon and interprets it according to his personal approach towards the area of study. Qualitative researchers are widely known as multi-method approach which includes interpretive and naturalistic view 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 inductive approach usually as it requires researchers to explore phenomenon and implicate the findings to the general environment (Crowther & Lancaster, 2012; Gordon & Marian, 2006). Then there is 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 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 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 quantitativ e 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 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 wi