This section will discuss how the data will be gathered and which methods will be used in order to answer our research objectives and hypotheses. This step is very crucial because we have to choose the best method in order to achieve right information to support our research objectives. And so that we can conclude our research on reliable results. Wrongly selected research methodology can mislead the researcher and can end with providing the unauthentic results. (Smith, 2015)3.1 Data Collection Methods:For the purpose of research, we have to collect data through difference resources. For this purpose, data are collected mainly through two methods:1. Primary Data2. Secondary DataPrimary Data:Primary data is also knows as first-hand data, this type of data is specific to the research and the researcher gathers it himself. This is raw data so the researcher analyzes this data in light of his objectives and draws conclusion accordingly. The biggest advantage of this type of data is that the data is tailored and specific to the researcher’s requirements. (Salkind and Rasmussen, 2007). This type of data may be expensive as well as time consuming but the researcher gets good quality data. There are various ways to collect primary data such as through surveys, focus groups, in-depth interview sessions, telephonic interviews etc. Secondary Data:Secondary data on the contrary, like the name describes is second-hand data, this means it is not collected by the researcher but by someone before him. Unlike primary data, this data is not specific to the needs of the researcher (Chisnall, 2005). The biggest advantage for this type of data collection is that although this may not include everything the researcher requires but it is inexpensive and less time consuming. Various ways to collect this type of data is through journal articles, books, online articles and researches etc. For this research, secondary data was collected using journal articles, online articles and books which guided me and provided me a specific direction for my research. After this, I then collected primary data. The reason for doing primary data collection was because after studying the literature I found out that there was no specific research was done on how demonization has affected the leather industry of India. 3.2 Research ApproachesThere are mainly two basic research approaches when collecting primary data:1. Quantitative research methods2. Qualitative research methods Quantitative Research Approaches:These methods include the collection of data which can be represented in numerical form. This data can then be statistically analyzed. This method is used to quantify different opinions, attitudes and behaviors about the respondents. This data is objective and structured in nature. (Simplypsychology.org, 2018). Methods in this approach include online surveys, experiments, questionnaires, etc. This data is then statistically inferred through software such as SPSS, MS Excel etc. The results are then generalized for the population under consideration. Qualitative Research Approaches:These methods include data that is more subjective and descriptive which cannot be expressed numerically. This includes in depth feelings of people at individual level. This type of research approach is probing and it try to find answers to questions such as “How” and “Why” (Simplypsychology.org, 2018). Methods in this include in-depth interviews, focus groups etc. Qualitative data is harder to analyze since there are no specific parameters to access it. There are various techniques to analyze these qualitative data, such as content analysis, grounded theory (Glaser & Strauss, 1967), thematic analysis (Braun & Clarke, 2006) or discourse analysis. For my research, since I want to get clear picture and deeper understanding of the topic hence qualitative research method will be used. And the technique used to gather this qualitative data will be in form of in-depth interviews. 3.3 Research Design Selection of research design is also an important step of research methodology. There are mainly two type of research designs.1. Explanatory Research design 2. Exploratory Research design Exploratory Research Design: This type of analysis is done to explore data and to get familiar with it. This might start with finding a hypothesis or question, or the researcher must be investigating into some data to find something interesting about it. The objective of this design is to discover new ideas and thoughts. In most of the cases, exploratory research lays the initial basis for future researches.Explanatory Research Design:Explanatory Research on the other hand, is conducted for a problem which was not well researched before and is significant. It is a type of research design which focuses on explaining the data in a detail. The purpose of this type of research is to increase the in depth understanding of a researcher on a subject. It may not provide decisive results because it lacks statistical analysis, but it helps the researcher to know how and why things happened. I will be using explanatory research design for my research since the literature has already established that leather industry is one of the industries effected by demonization but there is no clear deep research done on this topic, hence for this deeper understanding, explanatory research is the better option. 3.4 Research Philosophy:Research philosophy in a study is part of research methodology which takes into account the sources, of the data, its nature and development. In short, it can be said that the research philosophy consists of the beliefs and assumptions that are assumed while collecting the data for research. Hence, it acts as a basic outline or framework for the entire research methodology process. I have opted ‘Positivism’ as research philosophy for this research. This philosophy states that there are certain phenomena, relationships and properties that exist due to certain realities. The main purpose for selecting this research philosophy is because this entire research was directed in a thematic way, hence validating selection of positivism philosophy. (Collins, 2010)3.5 Sampling Technique:In order to conduct a primary research, the main aim of the researcher is to deduce results about the target population. Due to lack of resources such as time, money and man power, it is hard to take into account all the target population and to interview each one of them. Hence, to avoid that, a representative sample is drawn from the population and then that sample is studied and questioned. The results from the studies are then generalized to the target population. There are two main types of sampling methods in general as shown figure by Saunders et al (2009). As the time and other resources at hand for this research are limited, thus the non-probability sampling technique “snow ball” sampling was used to draw samples. Snowball sampling is also known as chain-referral sampling. As the name suggests, samples are selected as using references. This method is used when samples are rare and difficult to find. In this study, I had to interview owners of tanneries of Uttar Pradesh India. People in this specific criteria are difficult to find hence snow ball sampling helped in finding samples as people being interviewed referred to their other friends or family working in the same industry. 3.6 Sample Size:As the main objective of the study is to identify the problems that are faced by the tannery owners of UP India, the study had to be very in depth. As already explained above, interviews are to be conducted to gather detailed information. In depth interviews are understandably time consuming and use more resources to such as the interviewer has to set time with the interviewee to meet him personally and interview him. Hence, due to limited resources and other constraints, a sample of 15 interviews was sufficient enough to gather necessary information and to draw conclusions. 3.7 Data Analysis:As mentioned earlier data was collected through in depth interviews with the owners of tanneries of UP India. These interviews were transcribed word to word and then interpreted using “Thematic Analysis.” The questions in the interview were semi structured so helped to find answers to questions such as “Why?” and “How?”. The analysis of qualitative data is difficult since there is no software or charts to represent the outcomes or quantify the results but they answer detailed questions and provide a more comprehensive conclusion. Interviews can also lead to identifying problems that are not identified previously by the researcher himself. 3.8 Ethical Considerations and Limitations:Ethical considerations is a very serious concern when conducting research. All the ethical consideration, while interviewing the candidates, were taken into account according to the student research hand book. These concerns included an informed consent of the participant, ensuring the fact that the data will be kept anonymous and will not be used to harm the participant, ensuring that the data will merely be used for research purpose and ensuring the confidentiality of private information provided by the participants. All the interviewees were briefed about the purpose and background of research before conducting the interview. They were also communicated, that they are free to leave the interview at any point they want and can skip any question they are not comfortable to answer. They were also assured about their answers to be kept anonymous and confidential.