As mentioned in Section 3.4, the research approach in this study is abductive. This means data collection is used to explore a phenomenon, identify themes and patterns, locate these in conceptual framework, test this through subsequent data collection, etc. (Saunders et al., 2012). In other words, this approach is to clarify the different aspects of phenomenon, to reduce number of key reasonable alternative conclusions that obtained from findings, and also to obtain verification of findings. There are generally two types of data: primary and
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secondary. The methods of collecting data are further discussed in the context of this research.
It should be mentioned that secondary data include both qualitative and quantitative data that are used most frequently in the case study and survey research strategy (Saunders et al., 2012). The main sub-groups of secondary data are:
documentary data
data that are compiled from multiple sources survey-based data
According to Saunders et al. (2012), the documentary secondary data includes written materials; minutes of meetings, diaries, notices, transcripts of speeches, reports to shareholders, and administrative and public records. Furthermore, it also includes journals, newspapers, books, and magazine articles. However, documentary secondary data also include non-written materials like drawings, video and voice recordings, films, pictures and television programmes, organisation databases, DVDs, and CD-ROMs (Robson, 2002). These types of data can be analysed both quantitatively and qualitatively. However, the main use of documentary secondary data is to triangulate findings based on other data that are collected through other data collection tools like interviews or questionnaires.
In this research the documentary survey (secondary data) was used to develop the research background information and build the project through collecting data from books, journals, and conference papers. This documentary survey covers the first objective of the study. Furthermore, semi-structured interviews were used in the expert surveys and case studies for collecting the primary qualitative data. An online open-end questionnaire was also used for validating the developed framework (further detailed about the data collection methods that are used in this research are discussed in Section 3.10).
3.8.1 Qualitative Methods of Data Collection
According to Saunders et al. (2012) and Collis and Hussey (2003), the qualitative data collection method is the process of generating, obtaining, recording or using non-numerical data through in-depth semi structured and grouped interviews, and direct observation. Although the qualitative data collection method provides in-depth data and information, it
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could be costly and consume more time than quantitative data collection methods (Collis & Hussey, 2003).
Observation is the systematic process of observing, recording, describing, analysing and
interpreting people’s behaviour (Saunders et al., 2012). There are two types of observation; participant and structured. The participant observation is qualitative and used to discover “the meanings that people attach to their actions”; whilst the structured observation is quantitative and is used to record “the frequency of those actions” (Saunders et al., 2012). An Interview is a purposeful discussion between two or more individuals in which one individual (the interviewer) asks questions and the others (interviewees) willingly answer questions. Furthermore, interviews enable the researcher to collect reliable and valid data that are relevant to the research question(s) and objectives. There are three classification of interviews; structured, semi-structured and unstructured interviews (Saunders et al., 2012).
Structured interviews use questionnaires which are developed upon predetermined and standardised set of questions. Therefore they are called ‘interviewer-administered questionnaires’ (Saunders et al., 2012). Furthermore, these types of interviews are also referred to as ‘quantitative research interviews’, because structured interviews are used to collect quantifiable data.
Semi-structured interviews are non-standardised interviews. Therefore, they are referred to as ‘qualitative research interviews’ (Saunders et al., 2012). In these types of interviews the researcher uses a list of themes and questions which might be changed in each interview based on the answers of the previous interview.
Unstructured interviews are informal and used to explore in-depth a general area of interest. The interviewer only needs to have a clear idea about the interested topic that he wants to explore. There is no need to have a predetermined list of questions and the interviewees are free to talk about their beliefs in relation to the topic area (Saunders et al., 2012).
3.8.2 Sampling
Saunders et al., (2012) state that the sampling techniques provide a range of methods that enables the researcher to reduce the amount of data that are needed to collect by considering
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only data from a sub-group rather than all possible elements. In other words, the sampling data is used to generalise about all the possible cases from which the sample has been selected. This procedure requires identifying the population and size of the sample. Furthermore, the need for sampling emerges when time and budget constraints prevent the researcher to survey the whole population and when it is not possible and practicable to survey the entire population (Saunders et al., 2012). Generally, sampling techniques are divided into two categories; Probability or representative sampling and Non-probability or judgemental sampling.
Saunders et al., (2012) stated that probability sampling is mostly used in survey-based research strategies and the target samples are selected from the population with an equal chance (probability). In other words, the probability sampling enables the researcher to estimate statistically the characteristics of the population from the sample which will lead to the achievement of the objectives and answer research question(s) of the study. According to Saunders et al. (2012), the probability sampling process includes four stages:
1. Identify a suitable sampling frame based on the research question(s) or objectives 2. Decide on a suitable sample size
3. Select the most appropriate sampling techniques and select the sample 4. Check that the sample is representative of the population
There are five main probability sampling techniques; Simple Random, Systematic, Stratified Random, Cluster and Multi-stage (Saunders et al., 2012).
The non-probability sampling does not rely on a statistical theory and the probability of selected sample from the population is not known (Saunders et al., 2012). The sampling techniques are selected based on the researcher subjective judgement. Furthermore, the researcher may be dictated to implement one or a number of non-probability sampling techniques based on the research question(s), objectives, and choice of research strategy, limited resources, or the inability to specify a sampling frame. This type of sampling has five techniques: Quota, Purposive, Snowball, Self-selection and Convenience (Saunders et al., 2012).
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