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Chapter 3: Method and Methodology 3.1 Methodology This chapter will provide knowledge and understanding of the research process that was carried out, before revealing the results. Methodology is the foundation on which a researcher bases their work. This process is fundamental to the research project as a whole as illustrated in Ryan et al (2002): ‘the process of research is as important as the output’ (p.2). The manner in which research is conducted involves particular techniques. Tomkins and Groves (1983) highlight that the ‘selection of the most appropriate research methodology is dependent on the nature of the phenomenon being researched’ (Ryan et al, 2002, p.35). Methodology is essentially the process through which this research is conducted and consists of two dimensions: ontology and epistemology (Hopper and Powell, 1985, p.431). Burrell and Morgan’s (1979) Classification Matrix for the Analysis of Social Theory is constructed by two separate dimensions that are based upon assumptions of the nature of society and of social science. Within this framework, there are four paradigms; ontology, epistemology, human nature and methodology. For the purpose of this research project, the two paradigms which are of concern are ontology and epistemology. Ontology is concerned with the ‘nature of reality’ (Hopper and Powell, 1985 p.431) and epistemology the ‘nature of knowledge’ (ibid). Together these two elements define methodology. 3.1.1 Ontology Ontology, as described by Hopper and Powell (1985) is concerned with the ‘nature of ‘reality’’ (p.431). This indicates that ontology is ‘the study of existence and in this context is concerned with what we discern to be ‘real’’ (Ryan et al, 2002, p.13). There are two contrasting beliefs on t... ...uestionnaires were distributed to forty participants in total, 20 honours accounting students and twenty people from a range of occupations and professions. Upon analysis of the data, the researcher noted that there were more female respondents in comparison to their male counterparts. There were twenty-four women to sixteen men giving a ratio of 3:2. Most respondents were aged between 18 and 29 although this was to be expected as most students are within this age range. However the range of ages in the other respondent group, were much more varied, ranging from 18 to over 60. The response rate was 100% for the accounting students as the researcher handed them out in person and not via email or electronic survey. This ensured a quicker response time and a higher response rate. The response rate from the other 20 participants was significantly lower, at 63% (20/32).