Research Design and Data Collection Tools
Research Design
Research Design
This study adopted a mixed-methods action research design to explore student experiences across online and Metaverse teaching environments within a postgraduate academic practice context. The Saunders’ Research Onion was used to understand and structure the methodology (Saunders, 2019).
Philosophical Paradigm.
The research was informed by an interpretivist epistemology, conscious that student experience, engagement, belonging, and barriers to access are best understood through individual participants’ perceptions and subjective meanings . This was combined with a pragmatic orientation, reflecting the research’s focus on informing pedagogic decision-making and improving teaching practices.
Research approach
An inductive–deductive approach was employed. Deductively, the research instruments were informed by theoretical literature on engagement, experience, belonging, and accessibility, creating an analytical lens. This helped shape the codebook ahead of thematic analysis. Inductively, qualitative data were analysed thematically to allow new insights and tensions to emerge from participants’ narratives.
Strategy
An action research strategy was adopted, enabling the researcher to investigate their own teaching practice through a structured cycle of diagnosing, planning, intervention, reflection, and analysis. The intervention involved delivering two lessons of equivalent academic content using different teaching platforms.
Methodological choice
A mixed methods approach was used, combining quantitative survey data with qualitative interview data. This allowed patterns of student experience to be identified and then explored in depth.
Time horizon
The study employed a cross-sectional time horizon, collecting evidence of perceptions shortly following the lesson delivery. The research was conducted in January 2026 to align with the timings of the PG Cert.
Techniques and procedures
Two lessons of equivalent academic content (Fashion Journalism and Fashion Editorial) were delivered to postgraduate students on the MA Fashion Marketing programme. Participants were divided into two groups (A and B), with each group experiencing both platforms across different sessions across two consecutive days.
Following each session, students completed a Likert-scale survey aligned to the research questions. Survey responses were converted into percentages and analysed descriptively to identify patterns and contrasts between platforms.
To explore the survey themes deeper, four semi-structured interviews were conducted. Interviews explored students’ lived experiences of engagement, belonging, and accessibility across both platforms. Qualitative data were analysed using reflexive thematic analysis following Braun and Clarke’s framework (Braun and Clark, 2006).
Survey questions
Interview framework
The following questions were asked to the semi-structured interview participants. I introduced the overall themes of the sections for context, however, I did not explain their alignment with academic literature so as not to confuse or overwhelm the students. I began each interview briefly reiterating the purpose of the research and thanking the participants for their time.
References
Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer Engagement: Conceptual Domain, Fundamental Propositions, and Implications for Research: Conceptual Domain, Fundamental Propositions, and Implications for Research. Journal of Service Research, 14(3), 252-271. https://doi.org/10.1177/1094670511411703 (Original work published 2011)
Gaggioli, C., Gabbi, E., & Ranieri, M. (2025). Gamification to foster student engagement: a mixed methods study in higher education. Qwerty. Open and Interdisciplinary Journal of Technology, Culture and Education, 20(1). https://doi.org/10.30557/qw000076
Ryan, R.M. & Deci, E.L., 2000. ‘Self‐determination theory and the facilitation of intrinsic motivation, social development, and well-being’, American Psychologist, 55(1), pp. 68-78
Schmitt, B.H., 1999. Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands. New York: Free Press.
Saunders, M., Lewis, P. & Thornhill, A. (2019). Research Methods for Business Students (8th ed.). Pearson.