The Research Methodology should be 500 words in length approximately. The student should explain the paradigm the research approach is located in and the research philosophy guiding the inquiry. The nature of the research question will determine the paradigm the project will be located within, and the philosophy which will underpin the ontological and epistemological assumptions of the research approach. Generally, research will be either located in the positivist or interpretivist paradigm (although other paradigmatic positions, such as Pragmatism or Critical Theory, are possible), and the research methods used in the inquiry will depend upon the research paradigm the work is located within. Students should explain the research methods used and provide rationale and justification for the research design of the study. They should explain how HR6004 Marketing Dissertation Pathway Coursework Component they have collected their data, and the sampling strategy they adopted for the work (if applicable). Students should also explain how they have conducted their analysis and interpretation of the data they have generated during the inquiry, and the ways they have ensured the trustworthiness, reliability and validity of their data and analysis. In this chapter, students should also discuss the limitations of their research, and any challenges they may have encountered in the research process (access to interviewees, survey response rates, etc.). Students can use a single methodology (EG: Questionnaires/Depth Interviews), or use multiple data collection approaches as part of either a case study or mixed methods study. Primary and/or secondary data collection approaches are acceptable for the dissertation project. Students are often unsure as to how much primary data they should collect for a dissertation project. Students are advised to collect a minimum of 8 hours of qualitative data (for a qualitative study), 100 questionnaires (for a quantitative study), or whatever appropriate balance for a mixed methods study (please note that all studies incorporating “human participants” must apply for ethical approval from SREC). The nature of the topic and the methodology must also be considered in how much data the student will collect, and consultation with the supervisor is vital prior to the data collection phase of the project. Students collecting secondary data as part of a Case Study or other secondary data project should agree an appropriate level of data collection with their supervisor.