Research Methodology

Research Methodology

DOI: 10.4018/978-1-4666-8527-7.ch006
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This chapter will describe the philosophical assumptions and research methods for assessing the hypotheses and structural model discussed in Chapter 5.The research paradigms and research design show this research will combine the advantages from both the qualitative and quantitative methods. Pilot study for six cases interview is the main qualitative research method and surveys as the main quantitative method are used. This research mainly focuses on the exploratory, descriptive and explanatory research methodologies. Qualitative research design, the sample selection procedure and administration of the interviews also is also designed for the validation of this research. Pilot study's objectives and questions, sample selection procedure, administration of the interview will be displayed. The quantitative research design concerns population and sample, research design for the quantitative method, ethics approval, measurement instrument and methods of data analysis techniques (Structural Equation Modelling).
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Research Paradigms

Research paradigms display a basic system with certain philosophical assumption to guide researchers in selecting appropriate research methods to investigate the perceived reality and possible relationships among various constructs (Sale et al., 2002; Neumann, 2003). Normally, there are three paradigms which have been classified according to their differed approaches in phenomenon interpretation in studies: positivist approach, interpretive and critical (Cecez-Kecmanovic et al., 2002). The criterion of selecting a research paradigm and subsequent research approach is suitability in the context of the research questions (Neumann, 2003).

Positivist approach is the most desirable approach to argue on the existence of a fixed relationship within phenomena. Reality is viewed as a truth that already exists ‘independent of human perception and his or her tools’ (Chen & Hirschheim, 2004). The investigator and the phenomenon are regarded as independent entities so the investigator may study the phenomenon without being affected by it or having any effect on it (Sale et al., 2002). The quantitative approach is generally the most commonly used data collection method. Verification and the search for generalizable results is the primary focus. The positivist approach aims to understand the causal relationship among the variables being studied. Researchers using this approach should use objective measures when gathering data. It is scientifically oriented and quantitative in nature, with survey being the most common tool of data collection.

According to the interpretive approach, reality does not exist prior to the undertaking of a research activity and may end when it is no longer acknowledged (Sale et al., 2002). It also differs from the positivist approach in that it assumes the existence of multiple realities, constructed according to each person’s perception of reality (Chen & Hirschheim, 2004). Whereas the positivist approach treats the investigator and the phenomenon as independent entities, the interpretive approach treats them as dependent on each other. The main intent is to understand the deeper meaning of a phenomenon.

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