Given the stated aims of this research project and the nature of the research questions that it is seeking to answer, it follows that the most logical approach to conducting this study is to utilise a qualitative research methodology. While there is no singular definition of what constitutes qualitative research, at its broadest level, qualitative
Mark Davies - October 2019 49 research is concerned with trying to „elucidate‟ knowledge from both human environments and human experiences, within a variety of different conceptual frameworks (Winchester, 2005). In this regard, it can be argued that one of the main objectives of qualitative research is to try to provide „social explanations‟ to „intellectual puzzles‟ (Mason, 1996). At this point it is important to bear-in-mind that qualitative research “does not represent a unified set of techniques or philosophies”, but has rather “grown out of a wide range of intellectual and disciplinary traditions” (Mason, 1996, p3). In this sense, there is no prescriptively right or wrong way of conducting qualitative research; instead, the emphasis should be on tailoring an approach that will most effectively enable any research project to achieve its stated aims.
3.3.1 Establishing Historical Context
While the primary focus of this research project is on understanding the contemporary practice of retail planning, it is important to acknowledge that “any contemporary issue is bound intrinsically with the social and historical milieu of the past” (Lundy, 2008, p395). In this sense, in addition to understanding the contemporary context in which decision-making in planning occurs, it is also important to establish the historical context in which decisions have been made in the past, because the decisions of today are by extension influenced by the past:
“Most social scientists would agree now that individual behavior is shaped by broader social, economic, political, and physical factors that interact with psychological characteristics in specific place and time. To understand these broader factors, which are influential in the present, it is important to know how they evolved and what shaped them” (Schensui, 2008, p392)
In this sense, a critical analysis of historical context can be used to establish and “examine those factors that have, over time, contributed to current situations” (Schensui, 2008, p392). In most instances, historical research is usually associated with the practice of historiography, which is a research method that seeks to look beyond historical data itself to establish “theoretical and holistic conclusions about historical events and periods” (Lundy, 2008, p396). In this sense, historiographies are
50 Mark Davies - October 2019
normally concerned with historical interpretations and representations of the past, rather than the past itself (Andrews, 2008). While it is true to say that this research project is seeking to develop a holistic understanding of those omnipresent influences over retail planning in this past, it is not seeking to critically interrogate the interpretations and representations of the past, as would often be the case in historiographical analysis. In this regard, it would be incorrect to suggest that this research project is seeking to perform a historiography of the literature on retail planning; rather it is seeking to re-evaluate critically the contextual circumstances in which the historical practice of planning for retail development has been understood. The purpose of such an endeavour is to enable strands of pervasive historical influence over planning behaviour to be identified, such that they can be used to determine the likely extent to which decision making in retail planning has become path dependent.
3.3.2 Defining the Scope of Primary Research
The first consideration in developing a robust methodological framework for the primary research phase is to determine the ultimate scope of the research being conducted. As the primary objective of this research is in trying to understand the factors that influence decision-making in planning, it is considered that it will be more beneficial to have a small amount of „deep‟ information, rather than a large amount of „shallow‟ information. Similarly, as the contextual circumstances of decision making in planning are likely to vary significantly across the country, it makes sense for the research project to be geographically focussed in one area. This way, the broader social, political and economic circumstances in which the development of planning strategies are occurring, will be broadly the same for all respondents.
For these reasons, it has been determined that conducting a spatially defined case study represents the most appropriate methodological approach for this project, one for which there is a clear precedent in geographical research (Mason, 1996). There are numerous different definitions of what case study research actually is (Hay, 2004; Woodside, 2010; Yin, 1994), although no matter the definition, the emphasis is always on case study research being about seeking to gain a deep understanding of a specific person, place, group, topic, issue or process. For this reason, case study
Mark Davies - October 2019 51 research frequently utilises in-depth interviews as a way of probing for a deeper understanding of why individuals or groups make decisions or complete processes in the way they do. While case study research can, and often does, involve “multiple research approaches across multiple time periods” (Woodside, 2010, p6), this sort of long-term approach is unrealistic for this project. In circumstances when utilising a long-term approach is not appropriate or not possible, it is pertinent to consider other sources where relevant data can be obtained (Woodside, 2010). Accordingly, in addition to the detailed historical analysis that will be conducted in advance of the primary research phase, this research project will also draw upon relevant primary documentary evidence, as a complement to the interviews that are conducted. Admittedly, case study research is not without its limitations, foremost among which is the generalisability of its findings. This should not be considered an issue for the most part, however, because most case study research is concerned with probing the theoretical basis upon which actions or decisions are made, rather than seeking to find a series of definitive and replicable findings (Hay, 2004; Woodside, 2010; Yin, 1994). As planning practice is a highly context dependent activity, it is anticipated that this research project‟s findings would have little value in being generalised to the wider population, instead being of greater value to existing theoretical and conceptual ideas. However, this does not mean that the findings of this research should be considered as idiosyncratic and relevant only to the specific case being studied. Rather it means that any generalisability of this research to the wider population will come about by it helping to understand how the decision making process in planning is influenced by factors that extend far beyond the simple black- and-white considerations evident in planning policy and guidance.
3.3.3 Primary Data Collection Method 1: In Depth Interviews
The primary objective of this research project is to identify and examine the factors that influence the formulation of contemporary retail planning strategies in England, in order to help explain the pervasiveness of town-centre-first. In this sense, this research project is seeking to identify not only the tangible considerations that influence planning strategies, but also the more enigmatic factors that can influence the decision-making of planners, such as their emotional state of mind or the behavioural norms that shape the way they think. Given this, it has been determined
52 Mark Davies - October 2019
that performing in-depth interviews with a variety of respondents will be the most appropriate data collection technique, as this will not only allow for extensive discussion of relevant material, but will also provide a substantial body of data suitable for „interpretative‟ analysis. Interviewing, as a research technique, is particularly useful and effective when seeking to gain an insight into differing meanings, opinions and motivations in the decision making process (Dunn, 2005). By comparison, closed-questioning techniques such as surveys or questionnaires would be less effective because their standardised form would provide little insight into the important „how‟ or „why‟ questions that this research is seeking to answer. Another strength of using interviews is that they give the respondent, rather than the researcher, scope to define what it is that is important in the context of discussing any topic, as well as allowing for tentative conclusions and interpretations to be checked, verified and scrutinised (Dunn, 2005).
3.3.4 Primary Data Collection Method 2: Documentary Analysis
While in-depth interviews form the primary focus of data collection, it is important to bear-in-mind that there will always be limitations to the breadth of information that can be accrued via this method. As such, it is important to consider whether the research project can benefit from incorporating additional data from documentary sources. In the context of this research, it would be short sighted to overlook the potential value of reviewing the extensive body of local authority policy documentation that has relevance to this project. For this reason, it has been determined that supplementing the interviews with contemporary documentary analysis will enable the research project to frame the interview responses within the wider contemporary planning context, which will not only add meaning to responses, but will also allow for a deeper, more nuanced understanding of the issues that respondents are dealing with.