Research Methodology in consumer research

The transition from consumer research to becoming a fully-fledged researcher entails becoming an expert in investigating a research problem and the rationale for applying specific procedures and methods to identify, select, process, and analyze the information applied in understanding the problem. The methodology section addresses how the data is collected and generated, as well as the method of data analysis. The paper clearly articulates whether a qualitative or quantitative research methodology is the best approach to answer the potential research questions and address the research problem statement.