Assessment of the qualitative research

Various strategies aligned with the qualitative research tradition were adopted to record in detail how the research was considered, planned and achieved. This involves the credibility, transferability and dependability of the findings. These strategies according to Lincoln & Guba (1985:300) have been used as evaluation tools in qualitative research. They have guided and designed the execution of this study. Other qualitative studies such as Shenton (2004) in strategies for ensuring trustworthiness in qualitative research projects, Morse, Mayan, Oslon & Spiers (2002) verification of strategies for establishing reliability and validity in qualitative research and Hoepfl (1997) choosing qualitative research is primer for technology education researchers have also used these strategies.

5.3.2.1 esearch Credibility

Credibility according to Bradley (1993:436) is “adequate illustration of the constructions of the social world under study”. Lincoln & Guba (1985) recommended that the use of raw data and, persistent observations, peer briefing and member checks would support improve the credibility of research findings.

Peer briefing and member checks were conducted with colleagues and the academic community. The following were conducted as part of member checks and peer-briefing:

• Summarised notes of the aspects of the interviews were provided to three

professionals on which to comment. This helped improve the quality of interviews.

• The researcher also presented the results of her research to her peers as part of research in progress. The feedback received has helped improve the understanding of the findings.

Multiple viewpoints for the evidence were employed to ensure understanding and depth to analysis. Quotations were cited to support the findings and several observations were also reported from the use of raw data. In addition to this, field notes taken during interviews were also utilised to verify the interview transcripts. The researcher also held frequent briefing sessions with the supervisor. This assisted in improving the interpretation and the value of the evidence.

5.3.2.2 Transferability of the research

In qualitative research, transferability denotes the degree to which similar research would result in similar findings. Lewis & Ritchie (2003:268) reports that this is made possible by using detailed quotations when reporting the findings. In Chapter four, a higher order narrative meets the requirements within the discussion of the evidence collected. Thus, the reader is able to determine whether the results in a similar situation are applicable with the provision of adequate evidence. The findings were supported throughout by quotations from the interviews to substantiate the discussion.

5.3.2.3 ependability

Dependability refers to the consistency and quality valuation of the study processes of integrated process of data collection and data analysis Lincoln & Guba (1985). Furthermore, the authors advise on the use of an audit trial. Thus, the concept indicates research

development and how the research has unfolded; commencing with the researcher‟s interest

to the final assertion added to the body of knowledge. This is demonstrated in Figure 5.1

100

which presents a physical audit trial showing that the study has been conducted within a logical and comprehensible framework.

PHYSICAL RESEARCH AUDIT TRAIL

1. Identification of problem in an e-commerce environment

I developed interest in information management, specifically e-commerce, after interaction with industry stakeholders in 2010. The interest was brought by the following problems: Small tourism businesses did not have a thorough understanding and knowledge of e-commerce, even though e- commerce is considered to be an important aspect in a country‟s economy.

2. The research proposal

A research proposal was compiled after a preliminary literature review was undertaken based on the above. It was submitted and considered by the Higher Degrees committee. The study got underway after effecting changes recommended by the committee.

3. Finalising of the research question

The following research question: “What are the factors which affect adoption of e-commerce amongst SMMEs in the Lesotho tourism industry?” was finalized after a vast literature review was undertaken.

4. Literature review

A thorough literature review covering e-commerce studies was conducted from all sources of literature, such as the academic and government papers. The available literature shaped the research methodology. This led to the development of interview schedule.

5. Identification and selection of key informants

Identified informants were stakeholders of e-commerce businesses who utilize e-commerce in their business operations and because of their business knowledge both theoretically and operationally. Sixteen businesses were identified and approached to participate in this study.

6. Data gathering

A qualitative approach to the research was taken, a total of 16 tourism small businesses were interviewed making use of semi-structured interviews. Interviews were tape recorded and transcribed. Transcriptions and researcher‟s field notes, as well as supporting documents from informants‟ formed the evidence.

7. Data analysis

The evidence was interpreted using Qualitative Content Analyser (QCA). During the coding process, concepts were identified and then grouped into categories that were grouped and linked into themes narrated as the findings.

8. Findings narration

Five major themes emerged from the evidence analysis. These themes were written up narratively through detailed descriptions of drivers of e- commerce adoption and substantiated by reference to informants‟ statements.

E-commerce adoption factors

Figure 5. 2: A physical audit trial