Diverse research methodologies are used to meet the particular requirements of certain investigations. The two main research methodologies are quali

1 Research Methodology

Diverse research methodologies are used to meet the particular requirements of certain investigations. The two main research methodologies are qualitative and quantitative techniques. Both of these techniques are ideal for different study goals because of their basic differences in methodology, data gathering, and analysis. This essay seeks to clarify the fundamental differences between qualitative and quantitative research while highlighting their unique advantages and disadvantages.

1.1 Types of Research

1.1.1 Qualitative research

Exploring underlying meanings, feelings, and experiences is the foundation of qualitative research. It is a subjective approach that places an emphasis on comprehending the complexity of social processes and human behavior. When using qualitative research methodologies, researchers frequently collect information through methods including focus groups, interviews, observations, and content analysis. Researchers can dive into the intricacies of the topic under investigation because to the data's abundance in descriptive information. When examining novel subjects where there is no prior knowledge, qualitative research is especially helpful since it creates a deeper understanding of social and cultural factors (Smith, 2018).

2 Quantitative research

The goal of quantitative research, in contrast, is to quantify variables and discover links between them. It takes a more objective and numerical approach. This strategy uses experiments, questionnaires, and surveys to collect organized data in order to provide quantifiable results. To make findings that are generalizable, the data acquired is subsequently evaluated using statistical methods. When cause-and-effect links must be established or broad patterns must be evaluated, quantitative research is frequently used since it offers a wider scope for generalizations (Johnson, 2020).

The decision between qualitative and quantitative research is based on the study's goals, the questions it asks, and the level of insight it needs to provide. Both approaches are useful for various study circumstances since they each have certain advantages and disadvantages. It is important to understand that qualitative and quantitative research are complimentary and may be utilized in conjunction to produce a more thorough knowledge of complicated phenomena rather than comparing which technique is "better."

In reality, many researchers choose a mixed-approaches strategy because they understand the significance of both qualitative and quantitative methods. Researchers can address study issues from a variety of perspectives, triangulate findings, and validate the findings by integrating the two methodologies (Creswell & Plano Clark, 2018). While quantitative research delivers statistical accuracy and generalizability, qualitative research offers the depth and context needed to comprehend complex social processes.

In the project, a mix of both qualitative and quantitative approach would be followed to prove and dis approve the hypothesis

1.2 Research Questions

To Validate the hypothesis set earlier in the literature reviewproject is supported by its research questions, which determine the focus and scale of the investigation. They are essential because they specify the study's goals and aims, guaranteeing a methodical and deliberate approach. A well-written research question acts as a road map for researchers, guiding them in the choice of methodology, methods for gathering data, and strategies for conducting analyses (Kumar, 2019). Researchers can add valuable information to the corpus of current knowledge by focusing on specific research issues, making their studies more pertinent and significant.

1.2.1 Data Collection methods

1.2.1.1 Qualitative

Diverse data gathering techniques are used in qualitative research to examine social events and human experiences. In-depth interviews, focus groups, participant observations, and content analysis are a few typical strategies (Merriam, 2009; Creswell &Poth, 2018). Focus groups promote group interactions and a variety of viewpoints, whereas interviews enable researchers to collect rich, personal tales. Immersing oneself in the study environment, monitoring behaviors, and taking field notes are all part of participant observation. To find themes and patterns in text or visual data, content analysis is used. These techniques help qualitative research become more in-depth and richer, allowing researchers to have a more complete grasp of their subjects.

1.2.1.2 Quantitative

Surveys - Survey is a common technique for gathering data in quantitative research is surveys. Inquiries into opinions, habits, and demographics are obtained from a wide sample using questionnaires and structured interviews (Babbie, 2016). For the purpose of gathering data from a large sample of people, they employ structured questionnaires or interviews. Surveys offer insightful information on attitudes, beliefs, actions, and demographics, allowing researchers to make statistical inferences and spot patterns in the data.

Experiments - In quantitative research, experiments are an effective form of data collecting. Through the manipulation of variables in controlled environments, cause-and-effect linkages may be established, providing insights into causal links (Trochim & Donnelly, 2008). Experiments aid in establishing cause-and-effect linkages by modifying variables in regulated environments. It is a useful strategy to comprehend links between many components since researchers may reach objective findings and discover causal correlations.

Observations- Observationsuse systematic observations capture activities, occurrences, or interactions and provide useful information for settings that mimic nature (Creswell, 2014). Surveys use interviews or structured questionnaires to collect information from a sizable sample of individuals. They give important information on beliefs, habits, and demographics, allowing researchers to make statistical inferences and spot patterns in the data.

Exiting Data Analysis - Existing data analysis, often referred to as secondary data analysis, is a practical technique for quantitative research data acquisition. Utilizing pre-existing datasets in secondary data analysis increases the productivity and efficiency of research (Bryman, 2016). To save time and money, researchers use pre-existing datasets to respond to new research topics. This method enables extensive research and offers insightful information on patterns and trends in the data.

1.2.2.2 Research Questions

For the project the following research questions against each hypothesis. Along with the research questions stating whether the answer would be from qualitative or quantitative

H 1 Instagram has higher usage among social media platforms for Gen Z

Q 1)Which Social media platform has the highest usage among Gen Z ( Qualitative Interviews, Market research journals)

Q 2)How many hours per day does Gen Z users use Instagram ( Quantitative Surveys)

H 2 Instagram is the preferred social media channel for fashion brands purchase for Gen Z

Q 1)How often does Gen Z customer buy clothes inspired by Instagram Posts ( Qualitative Interviews)

Q 2)How much proportion of the total purchases is done in Instagram ( Quantitative Surveys)

H 3 - Trust has a positive correlation on the purchase intention of Gen Z users in Instagram

Q 1 How much does trust play a factor in purchase intention (Qualitative Interview)

H 4 The number of engagement between a brand and an Instagram user is directly correlated tothe purchase

Q1 How much does brand engage with a user on social media Channels ( Qualitative Interviews)

Q2 Does Engagement of a brand affect the purchase decision ( Quantitative Surveys)

H 5 The ease of usage of Instagram makes it the desired channel for Gen Z customers for buying

Fashion

Q1 Does better user interface improve your purchase influence ( Quantitative Surveys)

H 6 Higher homophily of influencers increases the purchase decision of Gen Z

Q1 How does a homophily of the influencer affect the purchase decision ( Quantitative Surveys)

H 7 There is a positive correlation between expertise of the influencer and purchase decision of Gen Z

Q1 - Does information provided by influencer affect the purchase decision ( Quantitative Surveys)

Q2 Which all information by the influencer play a part in the purchase decision ( Quantitative Surveys)

H 8 - There is a positive correlation between the Quality of Instagram post and purchase decision of Gen Z

1.2.3 Limitations of Research

Any research method must begin with data gathering because it is the basis for informing significant findings. However, the limits that researchers have when gathering data might affect the veracity, correctness, and validity of their conclusions. This essay explores some of the typical constraints related to data gathering in research, using the perspectives of five prominent scholars.

Sample Bias: The selection of the sample presents one important limitation. The results may not have external validity if the sample is not representative of the target population. To lessen sample bias and increase generalizability, Bryman (2016) emphasizes the value of random sampling.

Data Collection Tools: The data quality might be affected by the data collection tools that are used. Response bias can affect surveys and questionnaires because respondents might not give truthful or accurate answers. To reduce measurement errors, Trochim and Donnelly (2008) advise utilizing well-validated and trustworthy instruments.

Ethical Challenges: It is important to address ethical issues in data collecting, such as informed permission, privacy, and secrecy. Creswell (2014) highlights the significance of securing ethical clearances and making sure that participants' rights are upheld.

Time & Resource constraints - The thoroughness of data collection activities may be hampered by a lack of time and resources. The trustworthiness of the study could be impacted if researchers are compelled to make compromises regarding the sample size or data collection techniques (Neuman, 2014).

Non Response Bias - The thoroughness of data collection activities may be hampered by a lack of time and resources. The trustworthiness of the study could be impacted if researchers are compelled to make compromises regarding the sample size or data collection techniques (Neuman, 2014).

The constraints to ensuring the validity and correctness of their conclusions, data collecting is a crucial stage in the research process. Sample bias, instrument reliability, ethical considerations, resource limitations, and non-response bias are just a few of the problems that researchers should be aware of and take action to address in order to improve the caliber and credibility of thestudy'sfindings.