Data analysis method

This research involved the collection of data on three occasions over a three year period (June 2008, July 2009 and July 2010). In this situation the appropriate analytical strategy according to Yin (1994) was a time series analysis which involved the analysis of each annual data set followed by a consolidated review of the impact of the ASLP project activities against the research questions posed in Chapter 1. „Historically, data analysis in qualitative research has been something like a mysterious metamorphosis‟ (Merriam 1998 p. 155). This is true, especially when the objective is to determine or build the worth or value of the project, over the entire course of the project interventions.

Further, Yin (1994) suggested that qualitative data analysis should be based on the theoretical proposition that underpin the research. This research set out to evaluate the proposition that an industry development project that adopts a ‘whole of chain’ approach be can more effective in linking farmers to their markets?

Since the primary data was obtained from semi-structured interviews, the qualitative data analysis strategy applied in this research was content analysis consisting of three critical steps: description, classification and connection of the data as shown in Figure 3.3.

In qualitative analysis there is a strong emphasis on describing the world as it is or the situation perceived by different respondents or participants in particular context (Dey 1993). For example, how actors define their situation and explain the motives which govern their actions is important in identifying their intentions. If their intentions are inherently context dependent, in this case defined by the project activities, the actors perceive and define situations, including their own intentions, according to the their own motivations (Dey 1993).

Therefore the initial step in qualitative analysis is to develop a comprehensive description of the phenomenon under study which Denzen (1978) refers to as a thick description of the data. In this study, this initial thick description was achieved by breaking the interview data into short statements which reflected the individual respondent‟s perceptions of the relevant ASLP activities and their impact on KASA.

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These three steps are critical in data analysis in a case study especially when the objective is to identify areas of agreement or disagreement within a group of individuals or between the different groups in a single case study (Merriam 1998).

Connecting results to some meaningful outcome is the ultimate objective of a qualitative study. Dey (1993) suggests that these meaningful outcomes would be generated in the form of comprehensive statements derived from the thick description of individual data that represented a majority opinion of the stakeholders. This connecting of results to meaningful outcomes was conducted within and across the various stakeholder groups involved in the ASLP project.

Finally the data is required to classify into some categories in order to describe and linking the result in a logical fashion. This approach of classifying outcomes from program activities is applied in terms of KASA which is consistent with the views of Jayarathne (2010) who claimed that extension or development project outcomes can be evaluated by the extent to which participants changed or benefited as a result of their participation in the program. If the program is effective, then participants will gain new knowledge, change their attitudes, build new skills, and aspire to utilise their new knowledge and skills. In this context aspiration can be described as the heightened level of internal motivation.

Qualitative analysis Describing

Classifying Connecting

Figure: 3.3 Qualitative analysis as a circular process (Dey 1993)

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Following the advice that these meaningful outcomes should be presented in a graphical or matrix form in a qualitative study (Dey 1993; Merriam 1998; Simons 2009), the impact of the ASLP activities on KASA were summarised and presented in a matrix. In these matrix, the impact of the ASLP activities on individual elements of KASA was classified as either „effective‟ or „ineffective‟ which provides a comparative analysis of second and third round data against the base line data. The decision on

„effectiveness‟ and „ineffectiveness‟ of each element of KASA is made on the criteria such as perception of the stakeholders on project activities, evidences regarding these perceptions reported in the project reports or documents, perception of the ASLP Project Team members, overall objective of the activities under each component and, finally, personal observation of the researcher. This constructs validity that demonstrates that the data collected is free from bias (Yin 1994).

Consequently, the matrices generated in Chapter 5 and 6 produce a useful overview of the main impacts of the ASLP project activities, on each stakeholder group, at each stage of the project. The matrices are useful in identifying any variation in the impact of the activities over the duration of the project. The matrices are generated in two critical component of the project such as product quality management and market development as the impact of activities are varied from one group of respondents (one segment of the chain) to others. This is consistent with literature that businesses in existing supply chains may have different perspectives on the need to change their current practices. Consequently their commitment to be involved in activities designed to change these practices are further reflected in supply chain management practices.

Finally the integrated impact of the activities of quality management, market knowledge and supply chain management is discussed in Chapter 7 against the theoretical framework developed in Chapter 2 (Figure 2.3). This discussion is used to find the answer of the research question developed for this study which evaluates the impact of ASLP activities and make conclusions about the research problem set out for this study:

Can an industry development project that adopts a ‘whole of chain’ approach be effective in linking farmers to their markets?

According to adult learning theory, the lack of knowledge and skills can be a motivating force for adults to learn and the learning style that best suits them is experiential learning which varies from individual to individual (Bateson 1972; Kolb 1984; Mezirow 1990; Boyatzis & Kolb 1995; Knowles et

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al. 2005) Hence individual perception or aspiration on improved knowledge and skills are the key factors to transform the practices.

The whole idea of conclusion and implication of ASLP approach is conceptualised in Figure 3.4.

Based on the discussion under each research question the study concluded the implication of theory and practise which provide insights and guidance to any similar rural industry development project, particularly in Pakistan, but also in other developing countries.

3.6 Summary

This chapter has described the philosophy that guides this research and has shown how it is aligned with the qualitative research paradigm. In a complex social system such as the Pakistan mango industry, reality is shown to be dynamic and context specific, so it can be best understood through the multiple mental constructs of its stakeholders. Gathering evidence to conduct such research requires an

Quality management activities achieve better outcome in connection to resources)

Fig: 3.4 Methodological framework and research questions

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interactive relationship between researcher and respondents. Semi-structured, open-ended interviews, observations and document analysis provide the necessary data to procure the internal and external validity of the research. This is a unique case study in the context of a specific developing country;

therefore its outcomes cannot be generalised but may provide valuable insights that can be applied in other similar projects.

The overall objective of the research is to evaluate the impact of the ASLP mango supply chain project activities on the practices undertaken by the various stakeholders at different levels of the chain such as growers, contractors, commission agents, exporters, as well as facilitators such as extension service providers and government agencies in the mango industry as described in Chapter 1. Primary data used in this evaluation were collected during three field trips that were undertaken over the period from June 2008 to June 2010. Additional data was sourced from ASLP project documents, formal interviews with members of the ASLP Project Team and personal observations.

The evaluation framework used in this research was Bennett‟s Hierarchy and the data were analysed in the context of this framework. The results from the analysis of each of the three rounds of data collection will be present and discussed in Chapters 4 to 6. Finally the cumulative impact of ASLP project activities is discussed against the theoretical framework in Chapter 7.

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