A research methodology is the process used to collect data for the purpose of making observations and answering research questions (RQs). The methodology usually includes a discussion of the research method chosen, sampling decisions, measurement decisions, and the process and procedures for the data analysis. The information in the research methodology section of the research should contain enough materiality to assess the reliability, validity, transparency, and replicability of the research design and results. This entry focuses on the application of research methodology through the planning, conduct, evaluation, and publishing phases of research on corporate reputation.