The minute you start using fancy technology, there are so many steps from the raw data to the conclusion that there is plenty of scope for unintended massaging of the data. Methodology is important but your research should be concept driven – not methodology driven. Lastly, using sophisticated techniques (especially if computers are involved) lulls you into a false sense of thinking you have done something “scientific”. The use of hi-tech is – to quote Peter Medawar – seen, unfortunately, as a sign of intellectual manhood.