research methodology revised

RESEARCH METHODOLOGY EXAMPLES

Example 1:

3.1. CHAPTER INTRODUCTION

This chapter explains how the author has chosen research methods according to research aim

and objectives. The background of the research has been discussed and represented in chapter

1 and chapter 2 of this research. This chapter justifies research methodology techniques that

are related to research aim and objectives. Research methodology is a way to systematically

solve the research problems. It may be understood as a science of studying how research is

done specifically (Kumar, 2008). Good research is based on previous theory that has been

developed over time through the testing of hypotheses (Cottrell and McKenzie, 2011).

The methodology chapter begins with research aim and objectives and is followed by research

philosophy, consideration of research approach and design. Subsequently, data collection and

research method will be explained. Finally, sampling techniques will be chosen and a brief of

summary will be given at the end of the chapter (Figure 3.1).

Figure 3.1: Structure of the Chapter 3

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Source: Created by the Author (2010)

3.2. RESEARCH AIM AND OBJECTIVES

The aim of the research is a critical evaluation of blogs and its influences on marketing

operations and utility of blogs in marketing of brands. It also highlights on technology sector

and blog integration into the sector. There are four objectives that are identified below:

To identify the concept of blogs, and evaluate people’s attention critically to visit blogs.

To explore the integration of blogs to the communication functions and marketing

operations in the business world and highlight on blog implementation in the

technology sector.

To assess how blogs are useful in business operations and analyse the relationship

between bloggers and companies.

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To analyse the importance of blogging for people when gathering information about

companies and how companies engage with their customers via business blogs.

This study focuses on recent improvements of blogs and their effects on marketing. It also

highlights on how business blogs are useful for marketing.

3.3. RESEARCH PROCESS

The research process is represented on the onion diagram (Figure 3.2) that starts with research

philosophy and is followed by research approach (Saunders et al. 2009). Additionally, the

research strategy is chosen by the author. Furthermore, the author will apply the most suitable

research design for this study. At the end of the chapter, data collection and research methods

are justified by the author. Finally, the research process finishes choosing the sampling method

has been explained by the author and a brief of summary will be given to finish this chapter.

Figure 3.2: Research Onion Diagram

Source: Created by the author (2010)

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Research PhilosophyPositivism

Research PhilosophyPositivism

Research ApproachDeductive

Research ApproachDeductive

Research StrategySurvey

Research StrategySurvey

Research DesignExploratory

Research DesignExploratory

Data Collection MethodsSecondary and Primary

DataSampling

Data Collection MethodsSecondary and Primary

DataSampling


3.4. RESEARCH PHILOSOPHY

The knowledge and the growth of the knowledge are contained by the research philosophy.

The research philosophy includes significant assumptions about the techniques from the

perspective of the researchers. The research philosophy can be categorised under three ways of

thinking named as positivism, interpretive and realism (Saunders et al., 2009) (Figure 3.3).

3.4.1. Positivism

Positivism is consisted of some important key elements such as truth and validity and it is

concentrated highly on facts and collected directly from surveillance and experience. Positivism

is evaluated empirically by quantitative methods i.e. surveys and experiments and statistical

analysis (Easterby-Smith et al., 2008). From theoretical perspective, positivism based on

concept of neutrality and objectivity which the researcher can remain separate from and not

affect the research field (Edwards and Skinner, 2009)

Figure 3.3: Research Philosophy


3.4.2. Realism

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The fundamental nature of realism is that what the senses show us is authenticity, is true that

objects exist independent of the peoples’ mind (Saunders et al., 2009). Realism characterizes a

significant challenge to the dominance of positivist and interpretive positions within the social

sciences (Evans and Hardy, 2010). Realism philosophy gives the opportunity to have great

efficiency when conducting a research and it recognizes the worth of numerous sources

information and perspectives. In that way generalisations can be made behind the borders in a

situation (Easterby-Smith et al., 2008).

3.4.3. Interpretive

Social actuality is look upon as manufactured goods of its natives. It is an environment which is

inferred by the significance of applicants construct and reconstruct as an essential part of their

daily activities collectively (Blaikie, 2009). It is important to understand peoples’ opinion and

feeling and also how people speak or write (Easterby-Smith et al., 2008).

3.4.4. Research Philosophy Justification

Theoretical information about this research aim and objectives has been explained before.

After this explanation the author decided make surveying in order to understand whether the

gathered information are linked to the reality or not. After gathering both theoretical and

experimental information, collected data explained in conclusion part of this research. After all

the author aim to adopt a Positivism Approach, other two philosophies were considered but it

did not found suitable for this research.

3.5. RESEARCH APPROACH

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There are two alternative approaches of a research named ‘Deductive’ and ‘Inductive’

(Crowther and Lancaster, 2008; Saunders et al., 2009). The explanation and comparisons of

these approaches are detailed below (Figure 3.4).

Figure 3.4: Research Approach


3.5.1. Deductive Approach

Theories and hypotheses are expanded by deductive approach and they are examined through

experimental study. In fact, it is kind of methods to apply theories in the real world. This is

because that the validity of theories may need to be tested and considered. Deductive

approach is mainly preferable in the natural sciences (Crowther and Lancaster, 2008).

Deductive research is not related to observations or experiences, it is only material of sense

(Fisher, 2010a).

3.5.2. Inductive Approach

The validity of inductive research gathers from its analysis and this analysis gained by

eliminating predictions and considering hypotheses (Gill and Johnson, 2010). According to Utley

(2011), today inductive research includes experiments, group projects and individual projects.

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Fisher (2010a) defined induction as a research which is from past experience or experiment.

Fisher (2010a) also claimed that the inductive consideration is less strong than deductive.

3.5.3. Justification of Research Approach

In comparison, philosophical observation of methodology is different than the meaning through

the research subject (Saunders et al. 2009). The comparison between deductive and inductive

approaches is tabulated below (Table 3.1).

Table 3.1: The Contrast between Deductive and Inductive Approaches

DEDUCTIVE APPROACH INDUCTIVE APPROACH

Collects quantitative data Moves from theory to data Experimental design approach Independent researcher for

presentation Scientific principles Generalises exploratory findings Can be quicker than inductive

approach

Collects qualitative data Close understanding of research Flexible design structure The researcher is a part of the

research Look for rival hypotheses and

unmeasured factors Begins construct individual cases

Source: Adapted from Saunders et al. (2009) and Jones III and Gomez (2010)

Overall, after many considerations and comparisons of deductive and inductive approaches, the

author decided that Deductive Approach is the most suitable approach for this study.

3.6. RESEARCH DESIGN

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Research design is categorized under three sections which are named ‘Exploratory’

‘Explanatory’ and ‘Descriptive’ (Figure 3.5). The research question shows to choose research

design (Rubin et al., 2010). Some of these strategies may belong to deductive approach and

others to the inductive approach (Saunders et al., 2009).

Figure 3.5: Research Design


3.6.1. Exploratory Research

Exploratory research is necessary if there is not enough knowledge about the topic and the

meaning of the study could not be understood fully. In essence, exploratory research is used to

have better opinions about researching for the study (Blaikie, 2009).

3.6.2. Explanatory Research

Explanation makes comprehensible stabilities which are considered and could not be justified

as an existing theory. Explanations provide rational satisfactions (Blaikie, 2009). When

researching explanatory, the researcher look for motivating causes and justification of results

(Rubin et al., 2010).

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3.6.3. Descriptive Research

Many researchers try to understand and describe conditions when doing the descriptive

research. The researcher conducts descriptive research in order to identify present and past

state of events (Rubin et al., 2010). A descriptive research may rely more on author’s

experiences and expectations (Saunders et al. 2009).

3.6.4. Justification of Research Design

The author has chosen Exploratory Research for the research design of this study because

there is not enough knowledge about the topic and the author needed to outline some

question about the blogs and their role in marketing.

3.7. DATA COLLECTION METHODS

This part of the research methodology presents two types of data collection strategies named

primary and secondary researches (Figure 3.6).

Figure 3.6: Data Collection Methods

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3.7.1. Secondary Research

The research aimed to provide realistic information. The secondary data were collected from

various sources which are academic journals, e-books, newspaper, magazines and trade

publications, periodic reports of companies, blogs and government publications. According to

Kumar (2008), secondary data gathers more valuable data than may be gained by a limited

research. Secondary research provided latest theoretical and academic information about the

study. The author has tabulated the advantages and disadvantages of the secondary research

(Table 3.2).

Table 3.2: Advantages and Disadvantages of Secondary Research

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ADVANTAGES DISADVANTAGES

Cheaper and faster than primary research.

Accessibility to previous numeric sources.

The researcher can collect only his/her needs.

Takes less time than primary research.

Easy to find sources. Provide more detailed information. Low cost.

Does not provide up-to-date information.

Large range of data make difficult to analyse.

Difficult to find data that related to the topic.

There is a limited control of the data.


3.7.2. Interpretation of Secondary Research

Secondary data providers include government agencies, private companies, published scientific

sources, books and journals (Jones III and Gomez, 2010). The majority of the secondary data

collected from books and journals. After that the author needed to use online sources due to

lack of published sources about the topic.

.

3.7.3. Primary Research

Primary research is flexible for controlling information and it is created by the author. Surveys,

interviews and observations etc. can be included in primary research methods. Researcher

need be careful when collecting primary data, because it should be recent, unbiased, relevant

and accurate (Kotler and Amstrong, 2010). The advantages and disadvantages of primary

research has been considered and tabulated by the author (Table 3.3).

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Table 3.3: Advantages and Disadvantages of Primary Research

ADVANTAGES DISADVANTAGES

Gathers updated information.

Specific to the aim.

Gathers confidential results.

There is no time consuming.

It is mostly accurate in order to

have reliable information.

High cost of collecting data.

Long time for data collection.

May have unrealistic results.

Difficult to find respondents.


3.7.4. Justification of Primary Research

The author has decided to conduct an online survey for primary data collection. Thereby the

author aimed to target research objectives with quantitative analysis. Survey is the most

common method for collecting primary data and it is one of the best techniques to gain

expressive data (Kotler and Amstrong, 2010).

3.8. RESEARCH METHOD

Research method divided into two methods, named ‘Quantitative’ and ‘Qualitative’. Many

researchers (Easterby-Smith et al. 2008) claimed that there are many differences between

quantitative and qualitative research. The author has analysed these differences and tabulated

later on this chapter (Table 3.4).

Figure 3.7: Research Method

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3.8.1. Quantitative Research

Quantitative research is a data collection method that is described on a numerical degree

(Jonker and Pennink, 2010). The essence of the quantitative research is to divide things simply

in order that the researcher can plan statistically. Quantitative researchers should make pilot-

test their findings in order to guarantee the gathered data targets criteria of both authority and

trustworthiness (Hardy and Bryman, 2009). Quantitative methods are traditional type of

researches (Cottrell and McKenzie, 2011).

3.8.2. Qualitative Research

Qualitative research is designed to find answers and to explore the topic question that has been

researched (Cottrell and McKenzie, 2011). Qualitative research constructs roughly experimental

understanding (Stake, 2010). The researchers may need the qualitative research, if they can not

exactly know what they are looking for in the study, therefore researchers should be aware of

the importance of the collected data.

3.8.3. Justification of Research Method

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The differences between quantitative and qualitative research is tabulated by the author (Table

3.4).

Table 3.4: Differences between Quantitative and Qualitative Research

QUANTITATIVE RESEARCH QUALITATIVE RESEARCH

Results present on statistics and diagrams

Theory is usually causal and deductive

Regarded only scientific and justifiable

There are standard procedures Collected data are numerical due to

accurate measurement Fixed response Is able to generalize More objective

By utilizing conceptualism analysis can be carried out

Theory is usually inductive, but can be causal or non-causal

Regarded as not scientific and not following a structure

Procedures are particular Collected data are words due to

observation, documents and transcripts

Response can be semi-structured or unstructured

Less able to generalize More subjective


The author decided to apply Quantitative Research after many considerations that given

above. According to findings and comparison between quantitative and qualitative research, it

is clear that the Quantitative Research is the most suitable method in order to reach research

aim and objectives.

3.9. SAMPLING TECHNIQUES

Drawing upon Jackson (2009a) there are two ways to sampling that are Probability and Non-

probability sampling. Probability sampling involves random selection while non-probability

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sampling does not (Ruwanpura et al. 2010). Sampling techniques has been shown below (Figure

3.8).

Figure 3.8: Sampling Techniques

Source: Created by the Author (2010). Adapted from Saunders et al. (2009:213)

3.9.1. Probability Sampling

Probability sampling is a sampling technique that usually used for survey-based research

(Jackson, 2009a). According to Saunders et al., (2009) the process of probability sampling starts

with describing suitable outline that focused on the research aim and objectives. After that the

author need to decide the sampling size and select the sample. Finally the sample needs to be

representative of the population.

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3.9.2. Non-Probability Sampling

Non-probability sampling is usually preferable due to its less cost and easiness to generalize

when applying techniques (Jackson, 2009a). This sampling method is used when the individual

members of the population do not have equal likelihood of being selected to be a member of

the sample (Jackson, 2009a).

3.9.3. Justification of Sampling Techniques

After many considerations, the author has chosen to apply Probability Sampling technique

because an online will survey conducted with the help of online survey company that named

Smart Survey. The author has sent 15 questions to 150 bloggers and the results will be analyse

the collected data using statistical tools named Chi- Square Test.

3.10. SAMPLING SIZE

Sampling cost increases with the sampling size (Mathews, 2010). This could be a limitation of

the research, because the author will conduct an online survey to 150 bloggers. Decisions made

from large samples tend to be correct, so costs associated with incorrect decisions decrease

with sample size (Mathews, 2010).In addition, sampling size is one of the important

characteristics of deciding sampling plan. Sampling size can be indicated by several factors

including;

Population size

Sampling cost

Diversity in the population

Level of trustworthiness in the statistical analysis (Rossi, 2010)

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3.11. ETHICS

The collected private information such as names, addresses will not be shown in the research.

In addition, in case of having a mistake when citing an article might be in-equable for other

researchers and not ethic as well. Moreover, the author will pay attention when citing

references for the study. These possibilities will be overcome by the author when collecting

information from the academic and other sources. Finally, the collected data will not be sold to

any one or company.

3.12. CONCLUSION

Under the illumination of the analyses given in this chapter of the research, the author has

chosen Positivist Approach as a research philosophy. While the research approach is

Deductive, the research design was selected as Exploratory Research. Books and journals were

mainly preferred for primary sources of the Secondary Research. An online survey was

conducted for the Primary Research with the help of online survey company named Smart

Survey, therefore Quantitative Research was used in order to analyse gathered data.

In conclusion, the author will analyse the collected data from the survey in the next chapter of

the research that named data analysis and findings. In addition, the results of the survey will

statistically analyse in the next chapter.

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Chapter III: Methodology


Example 2:.

3.1. Introduction

Chapters 1 and 2, presented the background and purpose of innovative and creative management practices within the framework of the LO and the OL supported by a critical review of the literature. The purpose of this Chapter is to discuss and justify the methodology used to effectively investigate the phenomenon informing the research title which is;

Critical evaluation of Creative and Innovative management practices within a Learning Organisation.

Firstly, the chapter expresses the methodological consideration in light of the aim and objectives. It moves to discuss the understanding of methodological philosophy and thereafter discusses the chosen research followed with the justification of sampling methods employed, data collection methods and data analysis and finally the chapter concludes with a summary of a brief overall view of this research.

3.2. Methodological Considerations

The Aim of this research is to investigate, analyse and interpret the most significant factors within the theoretical framework of the LO which contribute to creative and innovative management practices. In meeting this aim, the following Objectives were set:

1. To undertake an examination of LO literature that contributes to creative and innovative practices.

2. To identify the extent to which creative and innovative practices are present within the organisation and to evaluate the extent to which those innovative and creative practices are stimulated, encouraged and rewarded.

3. To conduct a comparative analysis between the organisation's present creative and innovative management practices and the recommended theoretical perspectives.

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4. To provide a conclusion where areas of good practice or inadequacies exist and make possible recommendations on how to improve creative and innovative practices within the organisation.

In order to address the research title, a clear rationale for the most appropriate research methodology was pursued. To address the aim and objectives derived from the research title, Saunders et al's (2009:138) "research onion" model provides a clear framework to undertake such research. Figure 3.1 below shows the overview of the researcher's methodology towards this research title.

Figure 3.1 Research onion model

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Questionnaire; Crosstabulation MOS Cross-

Sectional

Positivistic, Constructivism

Mono Method

Deductive, Explanatory

Case study, Experiment, Action research, Ethnography

Survey

Philosophy and Perspective

Approach and Type

Strategy and Type

Longitudinal

Mixed Method

Postposivistic, postmodernism

Inductive

Functionalist, Interpretive


Source: Adopted from Saunders et al (2009:138)

3.3. Understanding the importance Methodological Philosophy

According to Wisker (2008:67) the methodology a researcher uses " is a philosophical approach governing [the] research practices". This implies the research methodology to some extent, is inherent in the manner in which researchers view the world, the subject topic and research area. The underlying principle is the assumption which is held in view of knowledge development and the nature of that knowledge towards the subject topic and research area. These assumptions underpin and inform the approach to the research strategy, approach, design, the methods selected as part of that research strategy to collect data as well as the researcher's understanding of what is been investigated (refer figure 3.1).

An examination of research methodology suggests two broad assumptions and fundamental views of the research approach. Ontology is the view of the nature of reality and existence and Epistemology is the view of what is constituted as acceptable knowledge. There is also a general consensus that these views are influenced by the role of values (Axiology) held by the researcher towards to the research topic. The values are the personal beliefs or feelings towards the research topic which determines if the researcher remains objective or subjective which influences the outcome of the research (Jankowicz, 2005; Saunders et al, 2009, Wisker, 2008; Bryman and Bell, 2007).

In addition, holding an ontological view assumes the position that the research topic is definable, describable, provable and measurable because the researcher is able to test the assumptions or a hypothesis and as such the researcher adopts an objective positivistic paradigm towards the research. Holding an epistemological view on the other hand, assumes the research is indefinable and interpreted according to context based on its meaning rather than discovering it has a fixed entity. Therefore, the researcher assumes a subjective postpositivistic paradigm (Wisker, 2008; Jankowicz, 2005, Bryman and Bell, 2007). Wisker (2008:68) further adds that:

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Choice

Time HorizonData collection and Data Analysis


"Methodology is the rationale supporting the choice of methods… [and is a] continuum of beliefs that underpin and inform the chosen methodologies, and therefore the methods and interpretations of data, ranges from perceiving the world to be fixed and knowable (positivism) or constructed (constructivism)."

The continuum in Figure 3.2 shows the perspectives which influences the researcher's positivistic (objective view) or postposivistic (subjective view) perspective. Although the literature suggests a general consensus of the various paradigms, Wisker (2008) provides a comprehensive continuum.

Figure 3.2 Continuum of paradigm perspectives

Source: Created by the Author, (2010) Adapated by Wisker (2008)

Source: Created by the author, 2010

3.3.1. Deductive or Inductive development of Knowledge

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Argues that knowledge and

truth exist insofar as they can be proved

and is most often used in research in economics, psychology, management

studies, marketing, some health related (non-

clinical research

Argues that human

behaviour is affected by

knowledge of the social

world and the mind interprets

experiences and events,

and constructs meaning from them where

meaning does not exist

outside the mind

Is based on similar beliefs

as interpretivism argues and that human beings

construct knowledge and meaning from experience and

from relationships

between things, people and

events.

Argues that all knowledge is based on its content and mediated by

power relations, law and language.

Objective, rational laws

inform human activity, the

mind, language,

behaviours, identity

information and

interpretations.

Is similar to structuralism and views language as

divorces from things and events

and where relations agreed

on by human beings (or not) in a context where

there are no stable meanings, reality

or laws

Has a similar view to that of

poststructuralism where human beings impose meaning and order upon

knowledge and experiences.

There is a debate between beliefs

about the construction and

control of subjects on

context or the existence or the existence of a

decision-making human subject


Having understood the contrasting philosophical views of methodology, the approach to a research topic is equally distinct. Saunders et al (2009:107) states that undertaking a research exercise facilitates the development of knowledge in a particular field. Moreover, the literature suggests a deductive and inductive approach in the development of knowledge as shown in Table 3.1 (Bryman and Bell, 2007; Saunders et al 2009, Wisker, 2008).

Table 3.1 Contrast between deductive and inductive research

Deductive Approach Inductive Approach

Biased towards an Ontological view Biased towards an Epistemological view

Takes a Positivistic position / paradigm Takes Postposivistic position / paradigm

Theory developed and a research strategy designed to test the assumption or theory using data collected

Data collected and a theory is developed as a result of the data analysis

Emphasises the need to explain causal relationships between variables

Empathises a close understanding of the research context

Follows a highly structured design approach Follows a flexible design structure to permit changes of research emphasis as the research progresses

The researcher is independent and remains objective towards the research exercise

The researcher is part of the research process and subjective towards its influence and outcome

The necessity to select samples of sufficient size in order to generalise conclusion

The approach is less concerned with the need to generalise

Collection of quantitative data Collection of qualitative data

Source: Adapted from Saunders et al (2009:127) and Wisker (2008:65)

Justification: Deductive ApproachIt is the view of the researcher that the approach is biased towards a deductive approach for three key reasons. Firstly, the researcher holds the assumption that organisation is a LO which

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encourages, stimulates and rewards creative and innovative practices as mentioned in section 1.

Secondly, this research was carried out within the established theoretical framework of the LO and OL. The deductive approach is also appropriate for the purpose of this research which builds on existing theory of creative behaviour and innovative ability postulated in the literature review (refer section 2). This facilitated the researcher in critically evaluating creative and innovative management practices within the organisation.

Thirdly, the researcher holds the view that data is measurable through analysis where the extent to which creative and management practices are dependent between the relationships of variables can be measured such as culture, knowledge management, leadership as well as creative and innovative ability.

However, the researcher acknowledges that his view is biased to the extent of the constructivism perspective along the continuum. The researcher believes that the data collected shows that the employees also construct knowledge and meaning from experience and from relationships between themselves, systems, events as they unfold in the workplace (Wisker, 2008).

3.4. Research Design

This section explains how the research design was tailored for this research topic. It is the outline of unique research elements serving as the overall framework and specification to which data is collected and analysed. The design may therefore consist of a combination methods or approaches dependent upon the research topic (Wisker, 2008; Bryman and Bell, 2007; Kent, 2007).

3.4.1. Research Approach

The methodology literature suggests that for business and management research, the research approach can be classified into three main types namely, descriptive, exploratory and explanatory (causal) research in which to identify the key issues to better understand the research topic. Each of these can be approached using different theoretical perspectives and methodologies (Wisker, 2008; Jankowicz, 2005, Kent, 2007).

Justification: Explanatory ApproachExplanatory research is primarily concerned with establishing the condition or extent of a given situation by explaining the causal relationships between variables. It therefore seeks to establish the cause-and effect relationships and it examines the degree of influence of one or more variables (Wisker, 2008).

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The explanatory research approach was deemed appropriate for this research topic as it explained the relationship between variables such as the campaign type, academic level, culture, knowledge management, performance appraisal and managers taking a personal interest in staff and the effect on the variables of creative and innovative ability (brainstorming exercises, double-loop learning, shared vision and values, recognition as well as learning new skills and competencies) which is evident in the LO theory advocated by Senge, Argyris and Schön and Pedler at al in section 2.2.

Furthermore, this approach is also more useful when a number of variables have been identified where the descriptive and exploratory research may tend to confuse rather than clarify the research analysis (Saunders et al, 2009; Jankowicz, 2005; Wisker, 2008).

3.4.2. Research Strategy and Time Horizon

In contemporary research strategy some writers believe the distinction between Qualitative research and Quantitative research is debatable because of the ambiguous application and blurring of boundaries. However, there is strong evidence for such distinction and the growing increase in use by most writers provides a strong argument for its relevancy (Bryman and Bell, 2007).

Quantitative research emphasises quantification in the collection and analysis of data. It therefore consists of systematic records that consist of figures constructed by researchers utilising the process of measurement and imposing a structure. Because it measures variables, it looks for incidence between behaviours or conditions and measures statistical association between them (Kent, 2007; Saunders et al, 2009).

Qualitative research on the other hand consists of systematic records that consist of words, phrases or images by creating an in depth understanding between variables. It looks to identify emerging responses, categories and/or themes to formulate generalisations within the research (Kent, 2007; Saunders et al, 2009).

An important factor to consider is the time constraint available to undertake the research. Saunders et al (2009) and Bryman and Bell (2007) distinguish between two apposing forms. Longitudinal research is carried out on a sample on more than one occasion and/or over a number of years. Cross-sectional research is carried out on a sample at a single point in time to assess the research topic at that given point in time.

Justification: Mixed Research Strategy and Time HorizonIt is quite popular within contemporary research to combine qualitative data and quantitative data as suggested by Wisker (2008), Kent (2007), Jankowicz (2005), Saunders et al (2009) and Bryman and Bell (2007) and is of particular importance when analysing relationships between various variables.

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In order to gauge a true and meaningful representation of creative and innovative management practices within the organisation it is necessary to integrate quantitative and qualitative research in order to gain a deeper understanding of the relationship between variables mentioned in section 3.4.1.

The research was carried out with a bias towards quantitative data for statistical measurability to show the extent of creative and innovative practices. Qualitative data aided deeper understanding across these practices and the relationship between the variables. The qualitative data is highly structured to achieve consistency to that of quantitative data to allow the researcher to draw meaningful comparisons and generalisations to inform the recommendation (Kent, 2007).

More specifically Section 3.5.2 justifies the researcher's choice of combining quantitative and qualitative research strategies through the data collection method and technique analysis (Saunders et al, 2009; Bryman and Bell, 2007).

The researcher utilised a research survey to capture data by addressing questions to appropriate respondents in a formal manner and applying a systematic record of their responses through coding (Kent, 2007).

A cross-sectional research form was deemed necessary due to the limited time constraint. The cross-sectional research provides a "snap shot" allowing the researcher to instantaneously analyse and assess the creative and innovative management practices and subsequently conclude the research and provide recommendations at a single point in time (Saunders et al, 2009:155).

3.5. Research Sampling

A research sample is described by Kent (2007:229) as a "subset of being able to draw conclusions about the entire population of cases" while a population is described as a "universe of entities from which a sample is to be selected".

3.5.1. Sampling Technique

Three population groups were identified as Staff, Managers and HR representatives and together reflect the aggregate number of employees within thelisteningcompany. Due to the

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constraints identified in section 3.4.2 the researcher deemed it necessary to select a sample from the 3 population groups.

According to Kent (2008:231) two general approaches to sampling are used in business and management research namely Probability samples defined as "A sample in which the selection of sampling units is made by methods independent of human judgment. Each unit will have a known and nonzero probability of selection." Non-probability samples are defined as "The chance of selecting a case from a population of cases is not calculable since the selection is made on a subjective basis." Each approach can be divided into further categories dependent upon the method employed.

Justification for Non-probability SamplingA certain element of Judgement has been used in selecting the sample. Firstly, a well conducted non random survey can produce acceptable results more quickly and at a lower cost than random sampling. Secondly the organisation was unable to provide a total population list due to data protection.

The researcher addressed this issue through Purposive and Convenience sampling. Curwin and Slater (2008) as well as Kent (2007) explain that purposive and convenience sample is a form of non-probability sampling where the selection of cases are made according to the researcher's judgement, ease of access to entities or entities deemed most important.

Staff Through non-probability convenience sampling there is an element of chance in the selection of individuals, although this may not be calculable. The researcher had previously observed that the most appropriate time to distribute a large number questionnaires to staff members were in the two canteen areas during their morning, lunch and afternoon break time.

The purpose of distributing questionnaires to staff was to identify the extent of which creativity and innovative practices exist by;a) The extent to which creative and innovative practices are presentb) Measuring the extent to which staff are supported and encouraged to be creative and

innovative c) To identify if any inadequacies exist to creativity an innovation.

Managers and HR Representative

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Non-probability purposive sampling was used because a predefined sample was selected based on the smaller population size. The researcher was able to approach 2 Managers and 1 HR representative by virtue of accessibility.

The purpose of distributing questionnaires to Managers was to identify the extent to which the organisation encourages creativity and innovation. The questionnaire was handed to the HR Representative to identifying support mechanisms and policies in place to encourage creativity and innovation.

3.5.2. Limiting Sampling Bias

Because of the subjectivity inherent in the above sample methods, reasonable care had been taken to ensure that no population group had been excluded. This is reflected in the selection of the three subsets of the population to enhance the research findings (refer data triangulation, section 3.4.3). Because of the small population size of Managers and HR representatives the number of entities selected is deemed to be representative of that population size. Due to the manner in which the questionnaires were administered for staff members, the total number of staff members who had completed the questionnaire is approximate and assumed to be representative of the population size.

3.6. Data Collection

This section will show the procedures and techniques for data collection and analysis.

3.6.1. Sources of Data

All methods of data collection can supply qualitative and quantitative data which is divided into secondary or primary source of data.

Use of Secondary and Primary Data

Secondary data The main source of secondary data is external contemporary academic journals pertaining to the theoretical framework as well as empirical research in relation to this research topic. In addition, information obtained internally through the organisation's intranet such blogging as well as and monthly newsletters have been utilised. These sources have been treated with caution and carefully analysed to ensure its relevancy to this research topic.

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Primary dataThe research collected primary data by means of a survey which will be predominant in informing the research analysis. This is further expanded in the section below.

3.6.2. Data Collection Method and Instrument

A mono method was employed by the researcher to ensure consistency and objectivity for data analysis. This was achieved through a single quantitative data collection technique by means of a questionnaire survey (refer Appendices A, B and C) combining and quantifying both quantitative and qualitative data collection procedures through quantitative data analysis (Saunders et al, 2009). The positivistic view held by the researcher is reflective in the questionnaire survey which informed the questionnaire designed.

3.6.3. Questionnaire Design

The cross-sectional form of this research (refer section 3.4.2) necessitated self-completion questionnaires as the research instrument. A well designed self-completion questionnaires has the advantage of been administered over a shorter period of time (Saunders et al, 2009). This is of particular importance when aiming the questionnaire at three sample subsets discussed in section 3.5.1.

The questionnaires contained questions specific to each sample group. The staff questionnaires consisted of closed-ended (quantitative) while questionnaires aimed at the Managers and HR Representative consisted of closed-ended and open-ended (qualitative) questions to achieve the mixed research strategy. The closed-ended questions were standardised and common to the three subsets while the open-ended questions elicited responses to further understanding relationships between the variables (Bryman and Bell, 2007, Saunders et al, 2009).

To elicit qualitative data, the questionnaires employed a rating scale to restricted questions requiring graded responses. Varying degrees of a Likert scale was used in which participants were required to indicate degrees of agreement to a series of statements to form a multiple indicator or item indicator (Bryman and Bell, 2007).

To elicit qualitative data respondents were requested to elaborate on responses. The responses allowed the researcher to understand the relationship between the variables though emerging themes and categories.

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Variables were categorised into three types distinguished by Dillman (2007; cited in Saunders et al, 2009:368).

Opinion - record how respondents feel about something, think or believe Behaviour - record concrete experiences of respondents Attribute – record those characteristics which the respondents possesses

Levels of MeasurementA scale of measurement facilitates in the collection of data that provides information about the variable. Argyrous (2008:8) and Brace (2008:59) however, point out that scales of measurement do not provide the same amount of information about the variables being measured and therefore they distinguish between 4 distinct levels of measurement.

Lowest Level: Nominal scales - Lowest level of measure which classifies variables which have no

quantitative ordering.

Intermediary Level: Ordinal scales - In addition to the function of classification, allows entities to be ordered by

degree according to the measurement applied to the variables.

Highest Level: Interval scale/Ratio scale - Has units measuring intervals of equal distance between values

on the scale and a "meaningless zero point" Brace (2008:62). Thus difference between the two values becomes more meaningful to determine the relative strength of relationships between variables. This type of classification is used for numeric data.

Justification of Levels of MeasurementThe researcher has distinguished between the levels of measurement in the questionnaire to understand the type of information derived from the data collection and findings process. The researcher has used nominal scale as the basis to classify variables. The researcher has employed ordinal scales allowing the items to be categorised and ranked for measurability. However, due to the non-numerical nature of the variables the interval scale of measurement was not used due to the non-numerical data collected (Argyrous, 2008).

3.6.4. Triangulation

Triangulation is defined by Bryman and Bell (2007:412) as "using more than one method or source of data in the study of a social phenomena [social survey]." Triangulation facilitates the

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validation of data through cross verification in order to enhance confidence in research findings. A number of methods are available to the researcher such as theoretical, investigative, data and methodological triangulation (Bryman and Bell, 2007; Easterby-Smith et al, 2004).

Justification of Data TriangulationAlthough the researcher employed a mono data collection technique, data was in fact collected from three different subsets of the population by means of samples. This facilitated the research in validating the data by means of the three sources across the organisation. Moreover obtaining data from two or more sources is of particular importance as the uncertainty of its interpretation is greatly reduced. The most persuasive evidence of a mono method data collection technique is employed through data triangulation (Bryman and Bell, 2007). This ensures credibility and validity of the analysed data (Easterby-Smith et al, 2004).

3.7. Data Analysis

This section explains how the quantitative and qualitative data will be analysed. Data interpretation was done through was done with the use of IBM Statistical Package for the Social Sciences (SPSS) analytical software in the form of crosstabulation to investigate the relationship between variables. Appropriate measures of association were used to quantify those relationships to indicate the level of dependency (Argyrous, 2008), in keeping with the positivist view held by the researcher mentioned in section 3.3.1.

The results of the data interpretation were contrasted and compared to the theoretical perspectives discussed in Chapter 2 in order to critique the organisation's creative and innovative management practices.

Validity and Reliability of Quantitative dataWhen employing quantitative research, the term "validity refers to the extent to which measurements accurately reflect reality or the truth [and] reliability is the extent to which the application of scale produces consistent results if repeated measures are taken" Kent (2007:278). It may be argued that triangulation offers a valid alternative to traditional criteria of validity and reliability. This research has employed data triangulation (refer section 3.6.3) with the purpose of checking the validity of the findings (Easterby-Smith et al, 2004, Kent, 2007).

3.8. Conclusion

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In summary this chapter discussed the approach to this research dissertation following the well defined methodology framework of Saunders et al (2009) to address the aim and objectives.

The researcher adopted a positivist view to the extent of a constructivism perspective. A deductive approach is the underlying factor of the mixed strategy of quantitative and qualitative research to explain the relationships between variables of the three sample groups by means of a mono method of data collection and analysis.

The following chapter is the practical application of the methodology and methods discussed in this chapter by presenting the research findings, interpretation and analysis of results and the discussion addressing the research question.

Example 3:

METHODOLOGY

Introduction

In previous chapters the researcher presented extensive literature review and background

information to underpin the aim and objectives of this research. The purpose of this

chapter is to justify the chosen methodology by giving detailed descriptions and

explanations. Methodology is the theory of how a research should be done (Saunders et al.,

2009). This chapter will explain the reasons for choosing the methodology used throughout

this study.

The chapter starts with reiterating the aim and objectives of the study and continues

with theoretical descriptions and framework of the research philosophy, study design, data

collection methods, and data analysis, and then the chapter is concluded by summarising

the selected methodology.

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Aims and Objectives of the Research

Every research should have an aim and objective since it is conducted to prove an idea,

theory or thesis. The aim of this study is to investigate the role of flight service quality in

creating customer loyalty and competitive advantage in civil aviation. Objectives, on

researchers’ aspect, are ‘evidence of the researcher’s clear sense of purpose and direction’

(Saunders et al., 2009). Objectives of this research are presented below:

1) To carry out a literature review on service quality, customer loyalty and competitive

advantage.

2) To carry out primary research in order to determine the factors influencing service

quality and customer loyalty in creating competitive advantage.

3) To provide recommendations to BA and the Industry, evaluating strategies in

creating competitive advantage and enhancing customer loyalty.

Research Philosophy

There are different approaches on processing the information and understanding the

reality and those approaches provide the basis for research philosophies because every

research needs a philosophy to help researchers to perform their research in accordance

with their aim and objectives. Literature suggest three type of research philosophy;

positivism, realism and interpretive.

Positivism

Positivism, as shared by most scientists, is the belief accepting the existence of a reality

other than our perception, despite the fact that our understanding of this reality is limited

and may never be complete (Bachman and Schutt, 2010). To give better insight to the

positivist approach, literature suggests some assumptions (see Figure 3.1).

Figure 3.1 Summaries of Positivist Assumptions

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Source: Adapted from Bryman, 2004 (cited in Flick, 2009)

In the recent literature, another approach is also mentioned and it is called post-

positivism. Post-positivism is a philosophy evolved from positivism and generally supports

quantitative research but sometimes it can also apply to qualitative researches (Hasse-

Biber and Leavy, 2010). Similar to the positivists, post-positivists also relay on deductive

logic and hypothesis testing, on the other hand, although not in absolute terms, it also tries

to find evidence to prove or disprove a theory (Hasse-Biber and Leavy, 2010).

Realism

Realisim is a research philosophy presuming that there is a knowable and objective reality

(Gray, 2009). Realist researcher generally attempts to provide generalizable explanations,

and contrary to the positivists, they do not generally offer predictions (Fisher, 2010). All

realists stand somewhere between positivism and interpretivism, and they neither believe

that by general laws they can define the things they study precisely, nor these studied

things are unique and random (Fisher, 2010). The sub-set of realism, critical realism stands

on that there are many potential casual mechanisms for what we observe impossible to

separate from their effects and plan them, while realists believe that they can approximately

model the social reality by developing and testing hypotheses (Fisher, 2010).

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Interpretive

According to the Interpretivists, social scientists aim to understand the meaning given to the

reality by people, and do not aim to determine the way reality works without these

interpretations (Bachman and Schutt, 2010). Interpretivists suggest that the scientists

based on their own bias and preferences, and interactions with others create an image of

reality (Bachman and Schutt, 2010). Interpretive approaches which are symbolic

interactionism, the Chicago School, dramaturgy, phenomenology, and ethnomethodology,

are developed in different disciplines and focuses on subjective experience, little

interactions, and understanding (Hasse-Biber and Leavy, 2010).

The positivist research philosophy was chosen for this study based on the aim and

objectives of this research which needs a deterministic approach on reality. Positivist

approach is a deterministic philosophy about research and the studied problems which the

causes effecting outcomes need to be identified and assessed as it is in experiments

(Creswell, 2009). The researcher preferred positivist philosophy with the assumption of the

existence of a reality and a relationship between service quality, loyalty and competitive

advantage.

Research Design and Methodology

‘Research designs are plans and the procedures for research that span the decisions from

broad assumptions to detailed methods of data collection and analysis’ as defined by

Creswell (2009). Furthermore, Babbie (2008) asserts that research design is all about

answering the questions of what, how and why you are going to observe and analyse.

Research design is a framework of how you will conduct the research, how you will collect

and analyse the information that is needed to support the necessity of your research and to

prove your aim and objectives. The selection of research design depends on the nature of

the research problem or the issue what researcher addressed (Creswell, 2009).There are

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three different kinds of research design according to data collection method; qualitative,

quantitative and mixed methods.

Qualitative Research

Qualitative research is a technique trying to understand individuals or groups attributed to

a humane or social problem, and the research process includes raising questions and

procedures with inductive data analysis, and then researcher attempts to interpret the

meaning of this data (Creswell, 2009). According to Flick (2007), qualitative research is

intended to approach the world ‘out there’ and to understand, describe and sometimes

explain social phenomena ‘from the inside’ in a number of different ways as shown in Table

3.1.

Table 3.1 Methods of qualitative research

Source: Created by the author (2010).

Qualitative methodologists historically described three major research purposes which

are explore, explain, or describe a phenomenon which are also encompassing synonym

terms of understand, develop, or discover (Marshall and Rossman, 2010). In the literature, a

lot of studies are descriptive and exploratory in terms of building rich descriptions for

unexplored complex circumstances and others are explicitly explanatory showing the

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relationship between events and the meaning of the relationship (Marshall and Rossman,

2010).

Quantitative Research

Quantitative research is a method examining the relationship between variables to test

objective theories, and these variables can be measured and analysed with statistical

procedures (Creswell, 2009). Quantitative study takes the existing literature on the studied

topic, derive hypotheses, and later test those hypotheses rather than taking insights and

knowledge from those existing literature to see your statements and observations in their

context as quantitative study does (Flick, 2009).

The difference between qualitative and quantitative methods is that qualitative methods

involve a research describing people and events characteristics without comparing events

in terms of measurements or amounts, on the other hand, quantitative methods focus on

measurement and amounts (larger and smaller, similar and different, more and less, often

and seldom) of the characteristics displayed by the people and events that the research

studies (Thomas, 2003).

Mixed Methods Research

Mixed methods research is a model combining both qualitative and quantitative approaches

and collecting and analysing both kinds of data in a study (Creswell, 2009). Mixed

methodology approach is a pragmatic combination of qualitative and quantitative research

and its paradigmatic foundation is the research aim, as stated by Flick (2009).

As suggested in the methodology literature, that there are three types of research

designs which are exploratory, descriptive, and casual research (see Table 3.2).

Table 3.2 Types of Research Design

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Another theory suggests two different kinds of research approach which are deductive

and inductive approaches. A researcher use deductive approach when they need to use

literature for the purpose of identifying ideas and theories and subsequently test this

proposed theoretical or conceptual framework by using data (Saunders et al., 2009). The

golden standard of deductive research that is frequently seen is the design and structuring

of ‘laboratory’ experiment (Gill and Johnson, 2010). On the other hand, inductive approach

can be used when the researcher firstly needs to plan exploring the data, then developing

theories from them and finally relating it to the literature (Saunders et al., 2009). To

understand the concept better, see the Figure 3.2.

Figure 3.2 Process of deductive and inductive approaches

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Under the light of the information given above and considering the purpose of the research,

quantitative research method with a descriptive design and deductive approach was

chosen for this study. It is accepted as the most suitable research design and methodology

as the nature of this research requires collecting the quantitative data to test the research

aim and objectives as it is in deductive approach and develop descriptions with the findings

to create a better understanding of the reality.

Data Collection Methods

There are two different kinds of data collection methods which are primary and secondary

data collection methods.

Secondary Data

Secondary data is the data that is collected on sometime and somewhere for another

purpose and both internal and external sources of it provides quick and at lower cost

information which sometimes the company never collect by itself (Kotler and Armstrong,

2010).

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Secondary data, chosen from multiple-sources ranging from academic articles from printed

or online journals, other published documents, internet, books from libraries etc., is used in

this study. Secondary data is used as an easier means of data collection and it is also

important for analysis and drawing conclusions from the primary data by comparing and

contrasting it with previous researchers’ works.

Primary Data

Primary data, as defined by Kotler and Armstrong (2010), is the information collected at

hand for a specific purpose. Primary data can be collected from a survey, interview or

observation. A ‘survey’ is a systematic method of collecting information from selected a

sample group in which the members belong to a larger population with the aim of building

quantitative descriptors of this larger population’s characteristics (Groves et al., 2009).

Figure 3.3 illustrates how objectives determine the sampling and measurement processes

in a survey type of research (Groves et al., 2009).

Figure 3.3: Processes of a survey.

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Source: Groves et al. (2009).

The author designed a survey to conduct on different travel and business related interest

groups or web pages using survey monkey method.

Questionnaire Design

When choosing a questionnaire the researcher should answer some questions; these are

listed by Marshall and Rossman (2010) (See Figure 3.4)

Figure 3.4 Choosing a questionnaire

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Source: Created by the Author (2010).

Before using it in collecting survey data, the questionnaire needs to be tested (Groves et

al., 2009). The researcher tested questionnaire on randomly chosen 10 people and

according to results the researcher changed income groups as it was found slightly higher

than predicted.

Questionnaire was planned to contain 14 questions; the first five questions aim

collecting general information on respondents’ buying behaviours and preferences on air

travel and the last seven questions were designed to gain demographical information of the

population. The sixth and seventh questions were designed to acquire specific information

to understand the influence of strikes and ash crisis on British Airways’ customer loyalty

and effects of the chosen 22 service quality dimensions on customers’ buying behaviours

and loyalty.

Population and Sampling

In addition to deciding on the philosophy, design and data collection method of the

research, the researcher also needs to define the population, sampling method and size to

get accurate and realistic results from the study. The population is ‘that the group (usually

of people) about whom we want to draw conclusions’ (Babbie, 2008). As we are not able to

study all the members of population, we draw a sample group according to the purpose of

the study (Babbie, 2008).

Sample size is another important point which needs to be determined carefully. Sample

size also depends on the budget of the research and the researcher can increase the sample

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size accordingly. The inferences taken from a sample can be affected by both the sample

size and variation extension in the sampling population (Kumar, 2005).

Furthermore, sampling method is a key element to obtain realistic results from a

research. There are three type of sampling strategies; random/probability sampling, non-

random/non-probability sampling and mixed sampling (Kumar, 2005) (see Figure 3.5).

Figure 3.5: Sampling Strategies.


Random sampling design was considered to be suitable for this research.

Random/probability sampling means every record in the sample has a nonzero selection

chance (Groves et al., 2009). To reach all airline travellers various randomly chosen web

sites from interest groups and social networking pages to air travel forum pages were used.

Although, statistically valid information was seen between 300 – 500 questionnaires, the

actual sample size was determined by research limitations.

Data Analysis

Once the researcher completes the data collection in a suitable form, it will be ready for

interpreting and drawing a conclusion which reflect the ideas and theories behind the

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research (Babbie, 2008). After randomly collecting the data by distributing online

questionnaires through survey monkey and by collecting it directly from random people,

the findings were analysed by SPSS and the charts and graphs that are used to examine and

present the data were developed using Microsoft Excel. Descriptive statistics and

correlation analysis, which will allow the researcher to investigate demographical and

general characteristics, relationships, and trends in the sample, were chosen as the analysis

methods. For a deep analysis, the author classified the service quality dimensions according

to the conceptualisation of Sanchez-Hernandez et al. (2009) which is detailed in the

Literature Review (See Table 2.3 and 3.3).

Table 3.3 Service Quality Dimensions

Source: Created by the researcher (2010)

Research Limitations

As stated by Marshall and Rossman (2010), ‘all proposed research projects have

limitations: none is perfectly designed’. Drawing out these limitations earlier will help in

understanding the research boundaries and how its result can and cannot help

understanding (Marshall and Rossman, 2010). The most important limitations of this

research are the limited time and financial constraints. These limitations made researcher

to decide on a sample size between 100 – 150 respondents and also limited the question

numbers.

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Conclusion

To sum it all, the researcher has chosen positivist philosophy and deductive approach

with quantitative descriptive research design as it is the most suitable methodology for

the nature of the study. The collected data which will be detailed in the next chapter has

been acquired through questionnaires with the random sampling method. Both primary

and secondary data were used in different sections of the study as secondary data is used

in the literature review section to create a basis for the research in addition to the primary

data acquired from questionnaires. In the next chapter the author will continue with the

presentation of the findings acquired through this methodology.

Example 4:

RESEARCH METHOD

3.1 INTRODUCTION

This chapter is discussing about the research method types and methods use to retrieve the

collected data by primary research. Research methodology explains the overall structure of the

study. According to Croswell J (2010) methodology is the analysis of principle methods, rules

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and evaluation employed by a researcher. Methodology finds the solution from the root of the

problem statement by analysis, design and testing to represent goal. (Ronald Leroy Burback

(2008) .The marketing strategy will help to choose the directive approach and deep research. A

combination of primary and secondary data helps to find the right research method.

Research design is a critical link between the theory or argument informed in the research and

data collected ( Nachmias and Nachmias 2008). This chapter start by reiterating the research

Aim and Objectives, General overview of research method, qualitative and quantitative method,

and basic of research method use, justification for selected methodology and sampling frame

work, justification for organisation use, conclusion, limitation of research.

3.2 RESEARCH AIM AND OBJECTIVES

Aim of this study is to analyse critically the effectiveness of promotion mix to acclimatize into

antismoking drugs market.

The following objectives are drown in order to achieve aim of this research,

Objectives:-

To find out the efforts of antismoking drugs campaign in customizing their

supplementary services through pharmacy to enhance sales of antismoking drugs .

To compare smokers perception and the implementation of promotion mix strategies

applied for stop smoking campaign.

How to create brand awareness of antismoking drugs through implemented market

segmentation and product differentiation strategy

To achieve objective both primary and secondary data is use. Primary data collected by

questionnaires and secondary data gather from academic journal, books, articles, newspaper, and

internet. This chapter now look into the methodology need to use in order to analyse data

collected by primary research.

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3.3 GENERAL OVERVIEW OF RESEARCH METHODS

Research techniques can change according to country and culture. Research can divide into

surveys, experiment, observation, and existing data. Surveys method uses questionnaires and

interviews to collect large number of data. Methodology is the analysis of principle methods,

rules and postulate employed by a researcher.

Research is design with broad aspects of research which further focus on require project to

expand discussion and result. Torchim WMK (2006) showing the structure of research method

demonstrates the ability to apply concepts in the context (Saunders et al 2007). Multiple

research methods are use by researcher to know the uniqueness of each methods and

subdivisions (Allen and skimmer 1991). Research philosopher Chapman (2005) put forward

three main approaches to research studies in business management as positivism, realism and

interpretive.

3.3.1 POSITIVISM

Positivism is philosophical concept, which works on an observable social reality. Positivism

believes in social law, which influence the behaviour of individual.(Positivism is using methods,

like questionnaire or structured interview to obtain reliable quantitative data and to achieve an

objective. Quantitative marketing research is the application of technique in field of marketing

which has deep roots in positivism and modern marketing viewpoint of four Ps (Bradman et al

1998).

3.3.2 REALISM

In realism, the representation of reality operates in different domain that means the approach is

internal dimension of the study. The mechanism and structure targets the perceived events, and

observation is value-laden. (Norris 1999, P Dobson 2002)

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There is no conflict between seeing our scientific views as being about objectively given real

worlds, and understanding our beliefs about them as subject to all kinds of historical and other

determinations. ( Norris, 1999)

Realism cannot concentrate only on one investigation of the group but argues for a whole

structure, practice and conventions (Bhaskar1991, 76). Realism can be useful for operation

research and management service and system. (Mingers 2000)

3.3.3 INTERPRETIVE

Interpretive research approach is to understanding the phenomena by managers by role assign to

them. (Bruce Rowland’s 2005).Assumption for interpretive research is that knowledge obtained

through social constrains as language or meanings by intimate relationship between researcher

and explorer. Interpretive methodology is to produce social context phenomena and process

which influence by sociology (Walsh 1995). Interpretive research often involves qualitative

method to collect and analysis data, but there are ways of using quantitative data. The key task of

this method is to found out meaning of context to see current emerged situation (Klein and

Myers 1999).

In order to get insight of the study, the researcher has opted positivism approach. This based on

the ground that the aim of this research is to estimate the perception of smoker. Positivism

approach is base on perception of consumer and the responses are not influence by researchers’

own experience.

3.4 RESEARCH METHOD

Quantitative research method use to understand the attitude or behavioural change of the

respondents. The information from interviews is explanatory in nature. Quantitative research

help to generate the statistics by large-scale survey using respondents is less time consuming and

not in depth. The main differences between qualitative and quantitative research methods are

discuss in table below 3.4.1

Table 3.4.1 Comparison of Qualitative and Quantitative research methods

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Qualitative Quantitative

"All research ultimately has a qualitative grounding""There's no such thing as qualitative data.

Everything is either 1 or 0"

The aim is a complete, detailed description.

The aim is to classify features, count them, and

construct statistical models in an attempt to

explain what observed.

Researcher may only know roughly in advance,

what he/she is looking for.

Researcher knows clearly in advance, what he/she

is looking for.

Recommended during earlier phases of research

projects

Recommended during latter phases of research

projects

The design emerges as the study unfolds. All aspects of the study are carefully design before

data is collected.

Researcher is the data-gathering instrument.Researcher uses tools, such as questionnaires or

equipment to collect numerical data.

Data is in the form of words, pictures or objects. Data is in the form of numbers and statistics.

Subjective - individuals’ interpretation of events is

important ,e.g., uses participant observation, in-

depth interviews etc.

Objective – seeks precise measurement & analysis

of target concepts, e.g., uses surveys,

questionnaires etc.

Qualitative data is more 'rich', time consuming and

less able to generalize.

Quantitative data is more efficient, able to test

hypotheses, but may miss contextual detail.

Tends to become subjective Tends to remain as objective.

Source: Created by the Author, March 2010

The author used Quantitative research method in order to achieve aim of this research. The

statistical data seems to be more precise and efficient to attend objectives of this research.

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According to Saunders (2007) three types of research design as exploratory, descriptive and

explanatory has individual purpose of study. The main feathers of this research design are

discuss below-

3.4 1 EXPLORATORY

Exploratory research is gathering of relevant facts and opinion for preparation of research

(Corsini, 2002). According to Kotler et al (2006 pg 122), “the objective of exploratory research

is to gather preliminary information to define problem and to eliminate hypothesis”. Exploratory

research is use to collect data from literature, finding expert domain and doing pilot study for

accessing the reaction of the participants. Thus, exploratory research design is more flexible and

versatile. These methods develop refine tools and test the major procedures (Kumar 2005).

In this research exploratory research will be use because the data collection by literature review

will be use to compare with data collected in fieldwork to achieve the aim and objective of this

study.

3.4.2 DESCRIPTIVE RESEARCH

Research is descriptive in natures, which describes the data collected by exploratory research and

further explain why the research is social in nature. The outcomes of research can further

demonstrated to find the causes of outcomes. This research is pre planned and marked by

formulation of hypothesis. This method is use to describe the perception of consumer in regards

with product characters and to estimate the units in special population to explain consumer

behaviour.

This method helps to make prediction and determine the marketing variables. The qualitative

method such as survey, panel Interviews and focus group observations are more relevant for this

research design. This method help to find out why and how the respondents feel .

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Descriptive research involves survey to get the descriptive, behaviour and observation of

consumer in particular environment (Mcnabb 2002). The objective of this design is to describe

market potential for product demographic effect on consumers and their attitude towards markets

(Kotler et al 2006 p 122). The author will use this research method to find out the perception of

smokers and to design the long-term strategy to recognise the consumer behaviour and the

pharmacies role to develop the products characters.

3.4.3 CASUAL RESEARCH

The objective of this research is to analysis hypothesis and to find out relationship between what

are the causes and effects (Kotler et al 2006) . Also, know as experimental design as this method

is similar to the experiments done in a lab; this method seeks to establish causation by

manipulation of one or more independent variables. This method is use to understand dependant

and independent variables to determine nature of relationship.

“In order to be more sensible about the qualitative and quantitative approaches it is necessary

to introduce deductive and inductive approach to collect data thereby develop theory for data

analysis (Sounder, Lewis p et al 2007 pg 15).

The comparative aspects of deductive and inductive approach are discuss in table 3.4.2

Table 3.4.2 Comparison of Deductive and Inductive research approach

Deductive approach Inductive approach

Begins with theory and move to hypothesis followed by

focus on research objectives.

Starts with close understanding of

research

Uses quantitative approach to research

Associates with qualitative approach

to generate theory

Promotes idea of experimentation to test hypothesis Generates new theory for research

emphasis

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Source: Saunders M, P. Lewis et al (2007)

According to above discussion of research approach and comparison of research theories, author

found that Descriptive research design with Deductive approach is most suitable method for this

research. The quantitative survey method is use to collect data for antismoking drugs sales.

3.5 DATA COLLECTION

Data collection methods are dividing into primary and secondary data collection.

3.5.1 PRIMARY DATA COLLECTION

Primary data collection is by survey, questionnaire interview, group interview, observations, and

case studies or by critical incidents. This in a unique in every research as it is researchers’ most

common method use for data collection. The main aspects analysed for survey research are

o Selection of communication method,

o Maximise response to survey,

o Questionnaires design,

o Question phrasing (Lancaster et al 2005)

Thus, primary data is use in manual analysis for surveys and gathering statics. The data input

sheets contain different manual formats for assessment of qualitative and quantitative research

method. The method is select depending upon the aim and objective of research.

3.5.2 SECONDARY DATA COLLECTION

Secondary data defined, as data collected by someone, other than user, in this research number of

secondary data will use. This is done to save time spend to collect data. In case of quantitative

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data collection, previous database use by researcher will help to capture past change or

development and gives steps to start answering research question (Saunders 2007).

Data analysis in regards with secondary research has following characteristics (Encyclopaedia

2008)

o Researcher goal with promotion mix and antismoking drug sales data

o The methodology used to collect primary data.

o Time and type of collected data

o Research method use with questionnaires

o Success and consistency of data collection and source

In this research the secondary data is utilise from books, academic journals, published articles,

marketing books, business and pharmaceuticals journals, news papers, National Health Services

guidelines, Boots pharmacy data information, related organisation information data base, website

etc. A questionnaire used to collect data on smoker’s perceptions, brand loyalty and their attitude

about stop smoking. Questionnaire designs based on the information require evaluating the

promotion mix and sales of ASD. Thus, the combination of primary and secondary data helps

to answer the research questions.

3.5.3 QUESTIONNAIRE

To collect data from large group of people questionnaires are the best way. Questions can be

open end or closed end to get a statistical report although close end question is always good to

design research. Questionnaires are time and cost effective. People are more likely to say the

truth as researchers have no record of individual Kumar (2005 p 130) says as there is no face-to-

face interaction between respondents and interviewer, this method has great anonymity. On the

other hand, side questionnaires also have some draws backs as design problem, low response rate

and in complete information. In spite of few disadvantages it is best method to collect data from

large geographical area and easy to analysis.

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In this research questionnaire designed by the author under the guidance of Professor Cilliers

Diedericks. Suitable well-designed questionnaire used to collect data from Boots pharmacy. The

questionnaires designed had the specification as detail information, clarification of questions,

sequential questions, easily understandable wordings and pleasant layout.

McNabb (2004 pg 150) says

“Questionnaires can be designed to determine what people know, what they think and how they

act or plan to act”

3.6 JUSTIFICATION FOR RESEARCH APPLICATION

In this research positivism, philosophical concept is use to understand smokers perception to give

up smoking. Questionnaire is time and cost effective application in the field of marketing.

Therefore, researcher has used the positivism questionnaire method. The numerical data helps to

analyse precise measurement to test hypothesis and achieve objective of this research. Hence, the

reason the quantitative method is use for analysis. The research is exploratory in nature as

secondary data is use in this research to eliminate hypothesis. Some part of research is

descriptive as the parameters like consumer behaviour and smokers’ perception is analysis. The

deductive approach of research is use as research uses quantitative approach to test hypothesis by

focus on research objectives. Mixed population group sampling technique is use in order to

analyse the parameters like age, gender and origin of the smoker which help to advertise ASD to

targeted market segment.

Quantitative research method justifies in this project because in related articles, comparative

analysis method used by Naboko Petkova and Dimitrova (2007), to analyse the marketing

strategies for ASD. Sales and annual growth of drugs used for Nicotine dependant therapy

collected from IMS Pharm MIS journal. Trial-Repeat model (Richford, Bal Subramanian, and

komakura 2000) was used to analysis the adoption effects and repeated purchase. This model is

useful for marketing practitioners. (Franklin J Carter and Ravindra chitturi 2009) determine

physician behaviour by segmented diffusion model to forecast sales. The statistical model for

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smoking among males and females in Sydney, where media advertisement recall of television

commercial was access on random sample of 1,000 persons in three months to predict the result

of ASD programme through multimedia (John Pierce 1989).

Thus, the entire analyst used the quantitative research method in similar areas of findings.

Therefore, the quantitative method is suitable for this research. The selected organisation Boots

justifies for this research, as pharmacy is the place where most of the smokers purchase ASD and

the consultation is approach mainly through pharmacies. Pharmacy can play a vital role to help

smokers give up smoking and thereby statistics the sales can predict. The alternation promotion

strategy will be design for the feedback of questionnaires.

3.7 LIMITATION OF RESEARCH

Limitations of time where data may not be obtain for long duration to draw the exact statistic.

The smokers were not very happy to disclose their personal perspectives due to fear of socialism.

The type of health system use in the country does not allow estimating exact sales revenue,

which has the positive co-relation with promotion. The aspects of promotion mix such as

merchandising; viral marketing will not allow accessing the information. Due to financial

restriction, author could not conduct in depth , large scale research.

3.8 CONCLUSION

To sum up the explanations, the research adopted the positivism approach. The design is

descriptive with theory. The researcher used quantitative research method as questionnaires

that are exploratory type of research. The sample technique done by using mixed population

group analysis on age, origin and gender. The product choice of smokers will determine the

sales of ASD. The result obtain from this methodology will be discuss in next chapter 4 to

analyse the findings of research.

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Example 5:

3

Research

Methodology

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3.0 Chapter Introduction

There is considerable debate over the term ‘Market Research’; many marketers believe that the

term marketing research is more appropriate (Malhotra, 2009). Market research is usually

considered to be research into customer needs, wants and preferences (Blythe, 2008); marketing

research is sometimes used to describe all research carried out for the purpose of supporting

marketing decisions (Armstrong et al, 2009). Whichever term is used, market research is

concerned with the disciplined collection (Wrenn et al, 2007) and evaluation of specific data in

order to help suppliers understand their customers’ needs better (Chisnall, 2001).

The Chapter described, in details, the methodical approaches of the research study. The author

chose the methodology framework called Research Onion (see Appendix 10) developed by

Saunders, Lewis, & Thornhill (2003). The chapter will discuss the market research classification,

research process & data, the research methods, the research respondents’ approaches, research

design, and the research instruments used. It also will discuss the research ethics and the

limitations of conducting the research.

While developing the research methodology for this research study the author would like to lead

the greater specificity and investigate the questions in accordance with the objectives developed

in chapter 1.

3.1 Research Objectives

The prime objective of this research study is to find out how does promotion effect customer

loyalty.

The other relevant objects are to find out:

Exploration of relevant theoretical framework associated with sales promotion.

Examine the affects of the equity drivers on a customer’s loyalty and future purchase

behaviour.

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A critical evaluation of existing sales promotion approach driven by Boots the Chemist to

build customer loyalty.

Determine the moderating promotional tool for Boots the Chemist

3.2 Introduction of the Methodology

Research Methodology is not the method (Nagy et al, 2010); it is the study of the method and the

philosophy for choosing one specific method of study (Blythe, 2008). The term research in

marketing is often used to collect the data for analyzing (Gibbs, 2008) and interpreting to get the

necessary information for making future strategy (Kotabe & Helsen, 2009) complying with the

corporate objective to gain the competitive advantage (Walker, 2008). It is the evidence of

measure of the performance by the company to the industry it operates (O’Sullivan and Abela,

2007).

Thus, marketing research could be classified in six ways, which includes:

i. Customer Research

ii. Promotion Research

iii. Product Research

iv. Distribution Research

v. Sales Research and

vi. Marketing Environment Research

Customer Research is intended to produce facts about markets and market segments (Kerin,

2010); it provides information about where customers live, what they do with their time, what

their motivations are (Armstrong et al, 2009), what they like to spend money on and what their

spending power is (Kotler et al, 2010), and what the trends are in the market. Promotion

Research measures the success of promotions (Mullin & Cummins, 2008) in terms of their

objectives. It relies on the careful planning but can provide information about the sustainability

of the approach (Bell & Morse, 2008) used in reaching a target audience. Product Research is

used to identify new users for existing products (Pride et al, 2010), or to identify needs for new

products. Product research is often used to refine the design (Blythe, 2008) of an existing product

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to produce and improved version. Distribution Research is concerned with finding the best

channels of distribution (Proctor, 2005) for a product; often it overlaps with customer research,

since the location of retail outlets will depends on where the target consumers lives and on their

habits (Neal et al, 2007). Sales Research is intended to help the sales management process

(Rogers, 2007) by ensuring the territories are of equal size or value, that the techniques and

approaches being used are effective, that the training of the sales force is appropriate and

sufficient (Wong & Kao, 2008), and the sales force motivation is appropriate. Finally, Marketing

Environment Research examines aspects of the micro and macro environments (Solomon, 2009).

The purpose of the exercise is to ensure that the firm can anticipate environmental change and

develop responses in advance.

3.3 The Research Process & Data

The research process involves identifying and defining the research problem (Fox & Bayat,

2008) and analyzing necessary data to reach conclusion (see Appendix 11). Setting the research

objectives requires selecting the mode of data collection. Data can be collected in two ways

(Zikmund, 1997):

Primary Research conducted where data collected from the original source specifically for the

current research purpose (Saunders et al., 2009). A primary research source includes

questionnaires, interview, survey and experiments (Bryman & Bell, 2007). Secondary Research

(also called desk research) refers to the historic data, the research conducted earlier and

published for further uses (Burns, 2000). Source includes the published information from books,

journals, newspapers, market research reports, government statistics, and directories etc. It is

sensible to conduct the secondary research because the researcher fined it cheaper (Blythe, 2008),

easy to collect, and flexible for decision making. The drawbacks with the secondary research are

that it appears most of the time back dated and lacks accuracy (Johnson & Christensen, 2007).

But it helps the researcher in possible design of the primary research (Marshall & Rossman,

2010) because secondary research indicates the gap between the research and help to choose the

appropriate method of the research.

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Author’s Justification

For the purpose of this research study author will choose both secondary & primary research

sources to collect the necessary information relevant to the study. Reference books, journals and

different publications will be used as secondary means of data and the survey questionnaire (see

Appendix 12) will be used to collect the primary data. Secondary data will be used for the

purpose of the literature review and primary data will be collected and analyze to draw the

conclusion of the research.

3.4 The Research Method

A research method / design provide a framework for collecting and analyzing data (Yin, 2008). A

Choice of research design reflects decisions about the priority being given to a range of

dimensions of the research process (Bryman & Bell 2007:40). That is why choosing the research

method is one of the prime tasks (Haugtvert et al, 2008) for any research. Research methods are

of two types:

3.4.1 Qualitative Research

Qualitative Research rooted firmly from various aspects of the social science (Baker & Hart,

2008). It has been described as both art and science (Cateora & Graham, 2009). Qualitative

research is an overall term to describe the work researches do in formulating their interpretations

(Flick, 2009) of the subjects of their studies and giving representations of theses interpretations

in order to add to a body of knowledge (Baker & Hart, 2008). The term itself is self explanatory

which deals with the non-numeric data collection by probing (November, 2010). Qualitative

research involves content analysis (Silverman, 2010). Commonly used techniques are: focus

group, exploratory groups, teleconferencing, video conferencing, depth interview, observation

etc. Appendix 13 shows some of the methods used in qualitative research.

3.4.2 Quantitative Research

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Quantitative research deals with the numbers and involves statistical analysis of the data

(Henning et al, 2009). Commonly used techniques include: survey of all types. Quantitative

research outlined as a distinctive research strategy (Gill & Johnson, 2010) but in broader terms it

is described as entailing the collection of numerical data (Groves et al, 2009). It exhibits the

relationship between the theory and deductive research (Engel & Schutt, 2010). It has a

distinctive epistemological and ontological position (Alvesson & Skoldberg, 2009) which

suggests that there is good deal more to it than the mere presence of numbers. The process of

Quantitative Research (Creswell, 2009) (see Appendix 14) outlines the main steps involved in

quantitative research. This is very much an ideal-typical account of the process (Rihoux &

Grimm, 2006); it is probably never or rarely found in this pure form, but it represents a useful

starting point for getting to grips with the main ingredients of the approach and the links between

them (Bryman & Bell, 2007).


In this study the author will administer a combine approach to gather data. In the view of

quantitative research the author will collect data by in store one-to-one survey (self-

administered) of the customer at Boots the Chemist.

3.5 Research Respondent Approach

Research respondents are the subject of the research (Saunders et al, 2009), whose behaviour and

interest will be tested for the research. Selection of respondent might vary based on the type of

the research (Monsen & Horn, 2008). The most widely used techniques to choose the respondent

are: population and sampling (Rubin & Babbie, 2010). A Population could best be described as

the aggregate set who usually shares the common characteristics and value (Burns, 2000). A

Sample is a representation of the sub-group (Pole & Lampard, 2002). The sampling frame

provides the list of the possible respondent (Royse et al, 2010) from whom the researcher draw

the sample needed to conduct the research. Recently there has been a move away from

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probability sampling towards quota sampling (Blythe, 2008) and a growing use of databases for

sampling. The reasons for this are that quota sampling is easier and more reliable (Buckingham

& Saunders, 2004), and databases provide a quick and easy way of sampling for postal

questionnaires. Appendix 15 shows some sampling methods used in marketing research.


The author in this study will prepare a sampling frame from which the possible sample (138

respondents) will be surveyed to gather research information.

3.6 Research Design

Before examining the types of research design it is important to ensure the role and purpose of

the research design (Creswell, 2009). The researcher should ensure that the research design fits

into the whole research process (Flick, 2009) from farming a question to finally analyzing and

reporting data. The careful selection of the research problem leads to the research objectives

(Kotler, 2008). The marketing research design could be is of three types.

Explorative Research conducted for gathering the preliminary data and suggest hypothesis

(Cohen et al, 2007). In explorative research, problems are sought, and the design is, therefore,

flexible and emerges the study progresses. Exploratory study consists of getting information

form research literature, secondary sources, and from knowledgeable persons (Krishnaswamy et

al, 2009:183). Descriptive Research tries to describe the market (Blythe, 2008), the potential

outcomes and study the attitude of the customers in a descriptive manner. Descriptive research

encompasses much government sponsored research including the population census (Rubin et al,

2010), the collection of a wide range of social indicators and economic information such as

household expenditure patterns, time use studies, employment, and crime statistics and the like.

Descriptions can be concrete or abstract. A relative concrete description might describe the

ethnic mix of a community, the changing age of a population or the gender mix of a workplace.

And finally, Causal Research is conducted to test the cause-and-effect relationship of the

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suggested hypothesis (Babbie, 2010). Appendix 16 illustrates the various differences between

the explorative, descriptive and causal research design.


This research study will try to explore and examine the effect of promotion to the customer

loyalty since the author will conduct a combination of explorative and descriptive research to

draw a conclusion.

3.7 Research Instruments

Research instruments are used to collect the data from the market (Kotler et al, 2008). Marketing

research instruments are of two types. The Questionnaire is a set of relevant questions (Brace,

2008) to the research objectives and the answers provide possible data to test the hypothesis. To

be an appropriate questionnaire the questions should not be too long and unambiguous (Cohen,

2007). The layout of the questionnaire should be precise and clearly define (Groebner et al,

2008). Questionnaires are two types. Close-End Question includes all possible answers of the

questions (Donsbach & Traugott, 2008). On the other hand, the Open-End Question does not

allow the respondent to answer (Kotler & Armstrong, 2010) from the multiple choices rather

they have to answer in their own words. Finally, the Mechanical Devices are widely used to

monitor the behaviour (Zikmund, 2003). It is important to evaluate the physical responses of the

subject studied.


In this study the author will prepare a close-end questionnaire to collect the information and

analyze statistically. The questionnaire will include approximately 8-10 questions relating to the

loyalty. To analyze the market data the author will use descriptive statistics (frequencies &

means). One-way ANOVA, t-test, Chi-Square, Correlation Co-efficient and Linear Regression

Analysis will be used to test the hypothesis.

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3.8 Research Ethics

Marketing Research benefits both the research sponsoring company and to the consumers

(Armstrong et al, 2009) since marketing research helps to learn the need and wants of the market

and provide the necessary attributes to the market to help satisfy the need and wants (Yang & El-

Haik, 2009). However, the misuse of the research could harm the sponsoring company (Jobber,

2009) as well as the benefit of the customers. The research literature reveals prime two types of

misuse of the research (Babbie & Benaquisto, 2010) which includes: Intrusions of Consumer

Privacy and Misuse of Research Findings (Kotler et al, 2008). Many customers find the

marketing research useful since it has a definite purpose (Kurtz, 2009). Most of the customers

participate on the research and enjoy the time of giving their valuable opinion. But they also fear

that the researcher might use their feelings of knowledge (Denzin & Lincoln, 2005) and might

manipulate their buying. On the other hand, research findings can be powerful persuasive tools

(Turow, 2009), companies often use study results and claims in their advertising and promotional

campaign. However, there are few advertisers openly rig their research designs (Kotler &

Armstrong, 2010) or blatantly misrepresent the findings; most abuse tends to be subtle stretches.


The purpose of this research is to partially fulfil the academic requirement of the graduation and

thus all the information’s gathered through market research will be treated as confidential and

only be used for the academic purpose.

3.9 Limitations of the Study

Academic research suffers from some basic limitations. The academic limitations includes: time

boundary, adequate financial sources, lack of using appropriate research instruments etc. In this

study author found time boundary as a prime limitation for conducting a worthy questionnaire

survey for data collection and writing.

3.10 Chapter Conclusion

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Market research is the starting-point of marketing planning (McDonald, 2007). Since it focuses

on the needs of the customers and provides information that supports decisions designed to meet

those needs (Blythe, 2008). Without good information system, the marketing planning and

strategy activities have little hope of success, and will almost always focus on the beliefs of the

senior management (Kotler & Armstrong, 2010), which may bear no relationship to the real

needs of customers.

Summarizing the chapter discussion the author is going adopt the combination of explorative &

descriptive research approach to deploy the quantitative research using both the secondary &

primary data. The self administered questionnaire will be used to gather the primary data while

academic journals and books were used as a means of the secondary data. In the next chapter the

author will discuss in details the data analysis by using the statistical methods described in 3.7

and justify the findings by profess.

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research methodology revised

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