theoretical basis of the research philosophy and the methodology for collecting and analyzing data

 theoretical basis of the research philosophy and the methodology for collecting and analyzing data

Research Methodology

3.1 Introduction

This chapter presents the theoretical basis of the research philosophy and the methodology for collecting and analyzing data. Also, it discusses the ethical issues and introduces the reliability and validity of the collected data.

Notably, Saunders et al. (2009) “research onion” framework will be used to guide the flow of the discussion in this chapter. This is represented in figure 1. The approach adopted in using the research union framework is to start from the outer layer going to the inner layer of the research onion. It offers an effective progression of how the researcher has designed the research methodology of this study. Saunders et al. (2009) compare the research process to the act of unwrapping an onion, layer by layer. Thus, for the inner layer to be seen, one must first unwrap the outer layer. For a goal to be attained, the right steps must be followed accordingly, and this also applies in this research, the first step must be covered before proceeding to the next one. Bryman (2012) observes the usefulness of this framework lies in the fact its adaptability can be adopted in almost all research methodologies. Therefore, the layers of the onion represent the various sections that are covered in this chapter, progressing from the outermost layer to the innermost.

Figure 1. The Research Process “Onion” (Source: Saunders et al., 2009, p.108)

3.2 Research Philosophy

The outermost layer of the onion framework is the research philosophy. It refers to the set of beliefs concerning the stance or worldview from which the study is conducted. Thus, it defines the nature of the knowledge being investigated. Notably, research philosophies differ depending on the objectives of the study and the best way to achieve these objectives (Saunders et al., 2009). As such, the choice of the research philosophy to be adopted depends on the researcher’s set of beliefs concerning the nature of the knowledge being studied.

The philosophical approach that is adopted in this study is interpretivism epistemological. This paradigm allows the researcher to understand the world as it is from other people’s behaviors and experiences (Saunders et al., 2009). This study aims to understand what factors will affect vehicle customers’ satisfaction level after purchasing and utilize the results to improve the aspects of product specifications, marketing approach, and customer satisfaction for vehicle manufacturers. Thus, to achieve the purpose of the project, the research should focus on the factors that affect customer satisfaction after purchasing, based on customers’ evaluation of purchasing experience.  Quantifying vehicle customers is not the purpose, and thus, it cannot adopt a quantitative approach (Saunders et al., 2009).  Rather, the aim is to track the satisfaction level of different customers based on possible factors such as purchase expectations, purchase process or usage situation, and find out how key factors affect post-purchase satisfaction and behavior in reality, and hence most of the data that will be collected will be qualitative in nature.

This article addressed the project by adopting an interpretive approach and collecting data that seems to be best suited to reveal the views of respondents.  Epistemology of interpretivism argues that the cognition of the complex world is realized by studying the experience and views of people living in this world, and researchers should go deep into the real-life to understand, explain and reconstruct these concepts and meanings through scientific means and language, like interactive interviews, participatory observation, and other research methods (Saunders et al., 2009).  Therefore, this research reflects the interpretivism philosophy.

3.3. Research Approach

This is the second topmost layer of the research onion framework. It indicates the approach used by the researcher when conducting the research. The study adopted an inductive approach since it fits well with the interpretivism research philosophy. Markley, the inductive research approach was used since it involves gathering data and developing a theory based on the study’s findings (Kumar, 2019). The main reason for adopting an inductive approach was because the study involved making conclusions based on the analysis of the gathered data. Notably, the approach is appropriate for small samples and is mostly used when analyzing qualitative data (Kumar, 2019). Interviews are conducted for the specific phenomenon being investigated, and the data is analyzed to determine patterns and themes that are common in interviewees’ responses.

The alternative research approach that can be considered for this study is the deductive research approach. However, although it fits well with the interpretivism philosophy, the approach mostly depends on the analysis of structured literature review (Kumar, 2019). Thus, it aims at testing an already established theory. Besides, its applicability is mostly based on the availability of qualitative data.

3.4. Research Strategy

The research strategy is the third outer layer of the research onion. It describes the strategy that the researcher intends to conduct the study (Saunders et al., 2009). In particular, it outlines the strategy that will be leveraged to collect data. The current study has adopted the use of semi-structured interviews. The interviews will be conducted via the telephone call and the use of emails. The advantages of using this strategy are explored in the data-gathering section.  In this case, the interview fits well with the use of qualitative data (Kumar, 2019). The process entails designing interview questions based on the aim of the study. Individuals who own vehicles will be identified to give their post-purchase experiences and opinions. While the study has a broader and more robust scope, the researcher ensures that the results of the qualitative research approach are thoroughly evaluated.

3.5. Research Choice

This is the fourth layer of the research onion framework. Typically, it details the research design used in the study. Notably, a qualitative research design was chosen in this study since it was explorative in nature. This technique was the most appropriate since it would offer a systematic approach to understanding the issue being investigated by other people’s experiences and behaviors (Guba & Lincoln, 1994). Qualitative research design is  mostly used when there is no empirical data that is collected, as is the case of this study (Kumar, 2019). The study entirely depends on the opinions and experiences given by the study’s participants. Moreover, this method allowed the researcher to gain deep insight through exploring the depth and complexity inherent in the issue being investigated. From the literature, qualitative research methods have been increasingly used to assess service quality.  Campbell, A. et al. (2017) believed that the qualitative research method is the most appropriate to solve research questions about people’s views on personal experiences.

There are many benefits realized from using the qualitative research design. Firstly, it is helpful in understanding the behaviors and trends of the phenomenon being studied. Thus, it allows the researcher to gain an understanding of the underlying opinions, reasons, and motivations (Guba & Lincoln, 1994). This is crucial since it helped the researcher to generalize the findings of the study. The other advantage is that it is appropriate for small samples, as is the case in this research. Thirdly, the method provides a comprehensive description and analysis of the subject being investigated, without limiting the participant’s responses (Kumar, 2019). As such, it was believed that this method would enhance the quality of the information gathered.

3.6. Time Horizon

The time horizon forms the next layer of the research onion. The study is estimated to take around ten weeks. Cross-sectional timing was used since it focused mostly on understanding the current context (Kumar, 2019). The alternative approach to this is a longitudinal time horizon. However, this technique was not appropriate since it needs the researcher to conduct repeated studies for a given period to identify correlations. As noted, the study was carried out within ten weeks. The weekly activities are shown in figure 3.1 below.

Table 3.1. Weekly Timeline

3.7. Techniques and Procedures

3.7.1. Data Gathering

The technique used to gather data in this study was the use of a semi-structured interview. Chen et al. (2013) observe that researchers benefit from the use of semi-structured interviews, especially in the context where interviewees have vast knowledge and experiences related to corruption practices. The respondents were assured that their responses would be taken with a lot of confidentiality and anonymity.

The interview questions were both open-ended and closed-ended. This allowed the researcher to get the final details of every bit that makes a customer feel satisfied. The open-ended questions offered respondents a chance to answer the question based on his or her knowledge, understanding, and feeling (Jamshed, 2014). Open-ended questions gave room for finding aspects that have intensity on customers’ satisfaction but are always ignored. Closed-ended questions were limited and had obvious answers, such as the age bracket (Krosnick, 2018).  Except for the biography data part, all other questions sought to understand the experiences and views regarding the research questions.  A semi-structured interview means that researchers can make certain adjustments to interview questions based on the actual situation at that time.

A pilot interview was conducted, where some questions and flow were modified according to the responses of the test group interviewees. All responses were audio-recorded and note taken to compliment the recordings. Each of the interview session took around 2-3 hours. The recorded audio was then transcribed accordingly. The participants were requested to choose the location where they thought it was most convenient to conduct the interview (Jamshed, 2014). For instance, some participants preferred the interviews to take place in their offices while others chose public places such as restaurants.

There are myriads benefits of using semi-structured interviews. Firstly, it allowed easy correction or clarification of an issue in case it was not clear. Any misunderstanding that surfaced during the study was easily rectified by the interviewee and interviewer (Kumar, 2019). Secondly, it allowed the collection of first-hand information from the study’s participants. Thirdly, it is time-saving and less costly (Kumar, 2019). The technique allows the capturing of non-verbal cues, including facial expression, gestures, and emotions (Kumar, 2019). Finally, it offers flexibility to the participants when answering questions.

3.7.2. Target Population

The target population refers to the specific components that the research will focus on, and whose responses aid in generalizing the findings of the study (Zhao et al., 2013). It is finite in size, accessible, and exists within a set time frame (Zhao et al., 2013). Jamshed (2014) argues that for the target population to be explicitly defined, it is essential first to consider defining the features that the researcher projects to investigate. In total, the target population comprised 20 people that had vehicles from different car manufacturers. Moreover, in terms of gender demographics, the study targeted 12 men and 8 women. It was believed that this group had vast experience with the level of satisfaction after purchasing a vehicle.

3.7.3. Sampling Technique and Sample Size

Sampling refers to the process of selecting a subset of cases of the whole number of units to draw a general conclusion for the entire population. Researchers select the most appropriate technique of sampling, especially when the population is very large. This helps in generalizing results since it is very expensive and time-consuming to conduct a survey involving the entire population. For this reason, Zhao et al., (2013) posit that researchers should identify the most pertinent sampling technique to achieve the aim of the study.

The study adopted the purposive sampling technique. The reason for adopting this technique is that it provides a straightforward approach in identifying potential participants. Although this technique is not commonly adopted in studies when research constraints such as time and cost impact the ability to adopt other techniques of sampling.

The sample size composed of 20 people that had purchased vehicles from more than one car dealer. The participants were purposively earmarked based on the objectives of the study and the researcher’s existing knowledge concerning the population. Flick (2015) contends that researchers must specify the criteria used when identifying the sample size, and it must be done in line with the objectives of the study.

3.8. Limitations of the Study

The main limitation of this study was the use of a small sample when gathering data for the primary research. The generalized findings are gathered from the opinions and experiences of a small sample. Thus, it may not necessarily reflect the views of the larger population, consequently limiting its reliability (Flick, 2015). The other limitation is the time scheduled to complete the study. The researcher was limited for the duration to conduct the study while following all guidelines for completing the dissertation. The limited period meant that the researcher had to allocate adequate time for work for all parts of the study to reflect the views of the large population (Flick, 2015). Indeed, this explains why a small sample was included in the study. It also justifies the reason for using the purposive sampling technique.

The other challenge that was experienced when conducting the study was recruiting the participants. While some respondents easily consented to be included as participants, it was difficult to convince others, especially obtaining their permission. In addition, the process of preparing the interview questions and validating them also took a lot of time. Finally, the study was restricted by financial constraints. It was for this reason that the researcher resumed the use of telephone and email interviews.

3.8 Ethical Issues

Markedly, the highest ethical standards and practices were followed when conducting the study. Firstly, all study participants were recruited based on informed consent. The researcher did not coerce or persuade the respondents to participate in the study (Ryen, 2016). As such, they were requested to give their own opinions freely without exercising any pressure. In particular, all interviews were required to sign an informed consent form before being allowed to partake in the research (Ryen, 2016). The signed consent is placed in the appendix section.  The other ethical concern was anonymity and confidentiality. All participants were assured that their responses would be kept confidential. Their names and cultural background information were also kept secret (Ryen, 2016). Importantly, they were briefed about the aim of the research and that all questions would directly be linked to the topic of study. Thus, objectivity was maintained throughout the discussion. Ryen (2016) adds that researchers must put into consideration all social and psychological implications, in case of breach of confidentiality to the participants.

Also, the researcher avoided the use of offensive or discriminatory language when formulating the interview questions. In addition, the security of the participants was also put into consideration to ensure that there was no harm that would occur to the participants (Ryen, 2016). The other ethical issue that was considered was the acknowledgment of any work or ideas borrowed from other scholars (Ryen, 2016). This was achieved through citing and referencing their work in the article.

3.9. Validity and Reliability

Validity refers to the meaningfulness and accuracy of inferences drawn from the findings of the research (Heale & Twycross, 2015). Thus, it is the degree to which the findings of the study represent the phenomenon under study. In this research, validity referred to the quality of the procedures and data collection instrument that enable the tool to measure what is supposed to evaluate. To determine the validity of the data gathering instrument, the researcher consulted professionals in research methodology in the university. This enabled the researcher to develop data gathering tools that would yield valid information.

On the other hand, reliability refers to the ability of the data gathering tools to provide results that are consistent after conducting numerous repeated trials. In this study, reliability was enhanced through the triangulation technique (Heale & Twycross, 2015). This method is acceptable in studies that use qualitative research design since it gives credibility to the study’s findings (Heale & Twycross, 2015). In addition, a pilot study was done by administering interview questions to a few potential participants in the Northern part of China, where the majority of the people speak the Mandarin language. Thus, reliability was ascertained through conducting repeated trials to a diverse sample of individuals while at the same time using uniform testing procedures.

3.10. Data Analysis Method

The study adopted a thematic technique to analyze the gathered data. The method involves categorizing the collected data into themes and sub-themes, in an endeavor to  compare them and establish common opinions and views (Queirós, Faria & Almeida, 2017).  The approach has the advantage that it aids in simplifying the collected data whilst producing results that can easily be analyzed using the qualitative technique (Queirós, Faria & Almeida, 2017). The results are presented in the format of graphs, charts, and tables. The findings of this study are discussed in-depth in the next chapter.

References

Bryman, A., (2012). Qualitative research. Routledge.

Flick, U. (2015). Introducing research methodology: A beginner’s guide to doing a research project. Sage.

Guba, E. G., & Lincoln, Y. S. (1994). Competing paradigms in qualitative research. Handbook of qualitative research, 2(163-194), 105.

Heale, R., & Twycross, A. (2015). Validity and reliability in quantitative studies. Evidence-based nursing, 18(3), 66-67.

Jamshed, S. (2014). Qualitative research method-interviewing and observation. Journal of basic and clinical pharmacy, 5(4), 87.

Kumar, R. (2019). Research methodology: A step-by-step guide for beginners. Sage Publications Limited.

Preston, P. (2008). New times, new news Paradigms? In Making the News (pp. 170-185). Routledge.

Queirós, A., Faria, D., & Almeida, F. (2017). Strengths and limitations of qualitative and quantitative research methods. European Journal of Education Studies.

Ryen, A. (2016). Research ethics and qualitative research. Qualitative research, 31-48.

Saunders, M., Lewis, P., & Thornhill, A. (2009). Research onion. Research methods for business students,136-162.

Zhao, L., Tian, L., Cai, T., Claggett, B., & Wei, L. J. (2013). Effectively selecting a target population for a future comparative study. Journal of the American Statistical Association, 108(502), 527-539.