Research methodology encompasses concepts such as research designs, target population, sample size and sampling procedure, data collection instruments and data analysis procedure. The research design refers to the overall strategy that one may choose to integrate the different components of the study in a coherent and logical way. This is done in order to ensure that one effectively addresses the research problem. Research design constitutes the blueprint or the roadmap for the collection, measurement, and analysis of data. According to Kothari (2004), research design is a plan, a roadmap and blueprint strategy of investigation conceived so as to obtain answers to research questions (Kothari, 2004), it is the heart of any study. Students of research (and even practitioners) more often than not confuse between research designs and research approaches. Research design is a model or an action plan upon which the entire study is built dictates the manner in which a study is conducted and provides the road map of a study in terms of the sample, data collection instruments and analysis procedure. Approaches on the other hand, are paradigms, research frameworks, which may be either quantitative or qualitative or both (mixed approach (Creswell, 2003)).
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