1. Chapter 2
Choosing Methodologies and Methods THAT MEET THE PURPOSE OF THE Online Study
Janet Salmons, PhD

2. Objectives
After reading and reflecting on Chapter 2, you will be able to:
Understand the key elements of research design: epistemology, theory, methodology, and methods.
Demonstrate the importance of aligning the purpose of the study and the design elements.
Consider how the unit of analysis influences decisions about methodology and methods in online studies.
Think about the motivation behind conducting the study online, and understand the implications of that decision.

3. Basic elements of research design
Theory
Epistemology
Methodology
Method
Theory refers to ‘a unified, systematic causal explanation of a diverse range of social phenomena’ (Schwandt, 2007, p. 293).
Epistemology refers to the study of the nature of knowledge, or the study of how knowledge is justified (Crotty, 1998).
Methodology refers to the philosophies and systems of thinking that justify the methods used to conduct the research.
Method refers to the practical steps used to conduct the study (Anfara & Mertz, 2006; Carter & Little, 2007), the ‘how’ of the study (Saldana, 2014).

4. How do the pieces fit? Aligning Purpose and Design

5. Who and what are you studying
Who and what are you studying? Unit of Analysis in online qualitative research
The research design is influenced by this fundamental decision. Are you studying individuals, groups of individuals, families or teams? Are you studying larger groups in a community, organization or institution? Or are you interested in the crowd, the global society?

6. Major qualitative methodologies
Researchers & participants engaged in studies that aim to identify and develop interventions and change (Newton, 2006).
Action
A study of one or more ‘cases’ which are clearly defined and bounded exemplars of the research phenomenon (Yin, 2014).
Case
A study designed to find consensus from a group of experts on a present or future issue or topic (Hsu & Sandford, 2010).
Delphi

7. Major qualitative methodologies
A study of culture(s), cultural influences, or cultural sense making. Studies aim to describe and interpret cultural behavior (Schwandt, pp. 97–8) .
Ethnography
A study designed to generate a new theory, new theoretical constructs, or models (Charmaz, 2014; Corbin & Strauss, 2015).
Grounded Theory
A study of the ways individuals experience and give meaning to an event, concept, or phenomenon (Giorgi, 2009; Moustakas, 1994).
Phenomenology

8. Methodology & Unit of Analysis in online qualitative research

9. MethodS & Unit of Analysis in online qualitative research

10. Does Technology Serve as the Medium, Setting, or Phenomenon?

11. design Choices in the context of the Qualitative E-Research Framework
The choice of theory and epistemology, methodology and methods is foundational to any research design. For eResearchers, these choices influence the selection of the technologies to be used at various stages of the study.
Indeed, the choice of ICT(s) may relate directly to the statement of the research problem since the technology may serve as a medium of communication, the setting of the study or the technology features and functions may be part of the phenomenon being investigated.