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Research strategy is a methodology that helps the researcher to investigate the research issue. According to Saunders (2003), research strategy is a general plan that helps researcher in answering the research questions in a systematic way. An effective research strategy contains the clear objectives, research questions, data collection resources and various constraints that affects the research in different ways such as access limitations, time limitations, location and money limitations, ethical issue constraints etc. An effective research strategy helps the researcher to define that why researcher employing a particular research strategy to conduct the research study in an effective manner. Research strategy is also helpful for the researcher to use specific data collection methods to support the arguments (Saunders 2003).

In an effective research strategy, researcher collects the background information and analyzes the data to reach a specific conclusion. Some important research strategy includes the analysis of literature review, case study analysis, interview, observation, experiments, survey etc. In order to accomplish the research aims and objectives, the researcher used survey and analysis of academic articles strategies. Survey strategy helps the researcher to collect qualitative data and information (Flick 2009). With the help of survey strategy, researcher is able to collect general views of people that are related to the topic of role of marketing strategies to development of UK tourism industry.

Researcher also uses academic journal articles analysis in order to achieve research aims and objectives. It helps researcher to collect relevant information and data that is related to the research issues. Both of these research strategies are helpful for the researcher to collect the valid and reliable data and information to achieve research aims and objectives (Saunders 2003).

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Research Philosophies are as Follows:

Positivism Philosophy: Positivism philosophy is based upon the highly structured methodology to enable generalization and quantifiable observations and evaluate the result with the help of statistical methods. Positivism philosophy is commonly used in natural science and it is a critical and objective base method. It is an approach that includes the various philosophy of natural science such as philosophy of unchanging, universal law and the view of everything that occurs in the nature (Sundars 2003).

With the help of positivism philosophy, researcher can collect all the facts and figures that are associated with the research issue through general sources. According to Sundars (2003), in this research philosophy the role of researcher is very important for the study. He stated that in positivism philosophy the researcher plays role of an objective analyst to evaluate the collected data and produces an appropriate result in order to achieve research aims and objectives.

Interpretive Philosophy: The interpretive philosophy believes that the social world of management and business is too complex as to be formulated in theories and laws such as in the natural science. Interpretive philosophy represents the critical thinking about positivism philosophy. According to this philosophy, there are many truths and meaning of a simple fact and these are suitable for every situation and for every research problem (Johnson and Christensen 2010).

This research philosophy plays an important role in order to produce end result from the collected data. In this research philosophy, the researcher does not only interact with environment but also seek to make sense of it through their interpretation of events and the meaning that they draw from these. In this research philosophy, there are several factors such as individual have different living standards, difference in social and cultural environment, personality and family groups etc. affects the nature of individual (Saunders 2003).

Realism Philosophy: Realism philosophy is also an important philosophy that is based on the interdependency of human values and beliefs. This research philosophy focuses on the beliefs that really exist in the environment. This research philosophy believes in the existence of external and objective reality that influences people’s social interpretations and behavior. It also believes that the human are not the objects for the study in the style of natural science. This research philosophy also define that how individual react towards a real world situation (Johnson and Christensen 2010).

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Research methodology is a systematic process that help researcher to collect the information and data that is related to the research topic to resolve the research issues. This chapter of dissertation provides the in depth knowledge and understanding about the process to conduct the research study in an effective manner and to achieve research aims and objectives.

The purpose of this chapter in a dissertation is to explore theoretical structure of different actions, which are performed by the researcher to collect the data and information and to conduct the study in an effective manner. Research Methodology chapter also provides the link between research objectives and research question that helps researcher to achieve aims and objectives of the research in appropriate manner.

In order to accomplish research objectives in appropriate and efficient way, researcher includes different research philosophies, approaches, strategies and data collection methods. In this chapter, researcher also provides various reasons for not using other philosophies, approaches, strategies and data collection methods for effective research study. This chapter also includes the assessment of framework to evaluate the authenticity and applicability of methods used by the researcher to conduct the study.

Research methodology is defined as a systematic analysis or investigation into the research subject in order to discover rationale and experimental principles, facts, theories, applications & processes. According to Davies & Elder (2006), successful completion of the research highly depends on its research methodology.



Research philosophy is the approach to understand and write the knowledge that is gained by conducting the research. Three types of research philosophies are used in research paper. These are positivism, interpretive and critical (Mackenzie & Knipe, 2006). Each of these philosophies represents a model that is known as paradigm for research. According to Mackenzie & Knipe (2006), positivism is the oldest and most widely used philosophy in the research papers.

It is a scientific method that is based on rationale and empiric of the research (Burke, 2007). In the positivism paradigm, various concepts are used. These concepts are quantification, hypothesis and objective measures. In the positivism paradigm, researcher works with observable social reality, rationale and experiences to reach on end result of the research.

According to Burke (2007), interpretive paradigm is used to understand the World of human experiences. In interpretive paradigm, researcher recognizes the impact on research of their background and experience (Burke, 2007). Critical paradigm researcher uses concepts such as distribution of power in the society and political ideology (Mackenzie & Knipe, 2006). According to Mackenzie & Knipe (2006), Positivism paradigm is most commonly aligned with quantitative methods of data collection and analysis (Easterby-Smith, Thorpe & Lowe, 2002). On the other hand, interpretive paradigm and critical paradigm are aligned with mixture of both qualitative and quantitative methods that is known as mixed method (Burke, 2007).

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References
Burke, M.E. (2007), Making Choices: Research Paradigms and Information Management, Library Review, Vol. 56, No. 6, pp. 476-484.
Davies, A & Elder, C. (2006), “The handbook of applied linguistics, Great Britain: Wiley-Blackwell.
Mackenzie, N & Knipe, S. (2006), ‘Research dilemmas: Paradigms, methods and methodology’, [online], Issues in Educational Research, no.16, Available from: http://www.iier.org.au/iier16/mackenzie.html