Saunders et al. (2012) classified research methods into two main methodological choices: the mono method where the researcher adopts a single data collection technique and analysis procedures (either purely quantitative or purely qualitative), and multiple methods where different data research methods are applied.
In the multiple methods methodological choice, a researcher may decide to use either the multi-method approach, where the research incorporates different unified methods (multi- quantitative or multi-qualitative), or the mixed methods’ choice where both quantitative and qualitative methods are integrated into one research design. Accordingly, this classification has primarily distinguished between quantitative and qualitative research methods and this represents a common perspective in the literature of research methodology (Collis & Hussey, 2009; Hair, Babin, Money & Samouel, 2003; Saunders et al., 2012; Sekaran & Bougie, 2009).
In this research, the raw data was collected using a highly structured quantitative instrument (a self-administered questionnaire). Subsequently, the raw data was numerically coded and entered into statistical analysis software (SPSS). Structural equation modelling using (AMOS) graphics was then implemented to analyse the data. Accordingly, this thesis can be described as a mono methodological study.
111 5.4.1 Quantitative Versus Qualitative Research Methods
Generally speaking, the term quantitative can be applied to any data collection instrument (such as a questionnaire) or to any analysis technique (such as regression) that use numerical data. On the other hand, the term qualitative is often used to describe any data collection instrument and analysis procedure that develop or use non-numerical data. In short, the use of numerical data is the basic distinctive characteristic differentiating quantitative research from qualitative research (Saunders et al., 2012).
Quantitative research generally associates with the positivism paradigm and adopts a deductive approach. The focus is on examining causal relationships between research variables. This kind of research tends to use substantial samples and to follow a highly structured manner to gather data. Experimental research and survey are the most common research methods/ strategies in quantitative studies. In contrast, qualitative research is commonly associated with the interpretivism paradigm and inductive reasoning. The focus here is on gaining a rich understanding of the topic being researched. Thus, mostly, the data is collected using an unstructured approach. Amongst the most common research strategies that are used in qualitative studies are action research, case study research, ethnography, and grounded theory (Bryman & Bell, 2011; Collis & Hussey, 2009; Saunders et al., 2012). Table (5.3) summarises the basic features of quantitative and qualitative research.
112 Table (5.3) Main Features of Quantitative and Qualitative Research
Qualitative Quantitative
Generally associated with an interpretive philosophy and the inductive approach of reasoning.
Generally associated with a positivist philosophy and the deductive approach of reasoning.
Is common in exploratory research and is associated with case study, action research, ethnography, grounded theory and narrative research strategies.
Common in causal research and in
experimental and survey research strategies.
Concerned with generating theories. Concerned with hypothesis testing.
Uses small samples. Uses large samples.
Adapted from Saunders et al., (2012, pp. 162-163)
5.4.2 Research Strategy
In business research, researchers have several choices as to how to carry out the empirical side of their study. This represents the essential role of research strategy which has been defined as a “general plan of how a researcher will go about answering the research question” (Saunders et al., 2012, p. 173). The research approach, which is mainly a function of the research objectives, plays a critical role in a researcher’s decision on which research strategy to use (Creswell, 1998). Clearly, whilst a deductive approach results in the use of experimental or survey strategies, adopting an inductive approach implies that the researcher may apply case study, action research or grounded theory as the research strategy (Collis & Hussey, 2009).
Different strategies can be noticed in the social sciences in general and in the business domain in particular involving: experiment, survey, case study, action research, grounded theory, ethnography, and archival research (Hair et al., 2003; Saunders et al., 2012; Swartz
113 inferior to another, each one has its own advantages and drawbacks. However, the research strategy selection should basically be based on the research purpose, the research questions and objectives, the research philosophy and the available resources such as time and money (Saunders et al., 2012; Swartz et al., 1998).
Saunders et al. (2012) regarded experiments and surveys to be exclusively associated with quantitative research, whereas other research strategies involving ethnography, action research, grounded theory and narrative inquiry are all considered to be exclusively associated with qualitative research methods.
A survey, as a research strategy, allows a researcher to collect data from a sample, with a view to analysing them statistically. Based on its purpose, survey research can be either descriptive or analytical in nature. In descriptive surveys the purpose is to represent the phenomena of the research in a certain point in time or at different times. In analytical surveys the focus is on examining the causal relationship between two or more variables (Collis & Hussey, 2009). The use of a questionnaire as a data collection technique is highly common in survey research. However, survey data can be also collected using structured interviews and structured observations (Easterby-Smith et al., 2012; Saunders et al., 2012).
Surveys are highly common in business and management research and are associated with positivist and deductive research (Saunders et al., 2012; Swartz et al., 1998). Using a survey strategy, a researcher can collect a large amount of quantitative standardised data from a sizeable population in a cost effective manner. It can be used to address causal relationships and verify a research model. The data collected may range from beliefs, attitudes and lifestyles to general background information such as gender, age and income, as well as company characteristics such as number of employees and revenue (Hair et al.,
114 2003). However, a key concern for researchers using such a strategy is the design of the data collection instrument (Saunders et al., 2012).
Although surveys have some drawbacks, such as low response rates and possible ambiguities in the questions, the advantages are numerous and can be briefly summarised as follows (Collis & Hussey, 2009; Easterby-Smith et al., 2012; Saunders et al., 2012):
The survey is a popular research strategy, thus it is easy for most people to understand;
The survey is common in business research in general and marketing in particular. Through it a researcher can collect large amounts of data from a sizeable population;
It is a cost effective research strategy;
Survey data are standardised and are not wide in range. This, in turn, facilitates making comparisons and applying statistical analysis techniques.
This thesis’ aim is to investigate the effect of the shopping environment on customer mall behaviour through studying a chain of cause and effect relationships among the research’s variables (e.g. design factors, pleasure, evaluation of a mall’s overall shopping environment and behavioural response). In order to achieve this, the thesis adopted a positivistic research philosophy and followed a deductive reasoning approach. The research population of this thesis was very large and consisted of all shopping malls’ customers in Jordan.
Based on the preceding discussion relating to surveys and, in the light of the nature of this thesis in terms of its aim and objectives and the adopted research philosophy and approach,
115 an analytical survey was used as a research strategy to carry out the empirical work of this study.