Methodological Pluralism

As explained above, this research uses a multi-strategy research approach. The term used in literature for this approach is methodological pluralism. It is described as the

―pluralism of method that enables the researcher to use different techniques to get access to different facets of the same social phenomenon‖ (Olsen, 2004). The main argument of methodological pluralism is that there is no contradiction between the two research approaches and rather they can help the researcher to attain a broader understanding about the subject. The main advantage of a multi-strategy approach is that the research benefits from the strengths of both qualitative and quantitative approaches, while the weaknesses of each of them can be covered by the other.

Bryman (2003) asserts that combining methodologies tends to have a primary (leading) strategy followed by another strategy widening the research. Considering this sequence, three types of multi-strategy research were introduced by Hammersley (1996):

1. Triangulation: the quantitative approach is employed to corroborate qualitative research findings or vice versa (Bryman & Bell, 2003).

2. Facilitation: the use of one strategy in order to aid research using the other strategy (Bryman & Bell, 2003).

3. Complementarity: two strategies are employed in order that different aspects of a research can be investigated (Bryman & Bell, 2003).

The complementarity approach is selected for conducting this research because it provides two viewpoints on construction logistics management. To focus on practitioners‘ opinions, the qualitative inquiry is the primary strategy of this research which uses interviewing as a method. The research is also enriched by the

104 quantitative strategy, using a questionnaire survey to achieve a broader understanding about the practice of construction logistics in Iran. Using complementarity, the research started with a literature review which provides a foundation for the research. The aim of the literature review is not to find theories, but to refine the research question (grounded theory approach). Then, a set of in-depth interviews were carried out with practitioners in Iran. After that, a questionnaire survey was utilised to enhance understanding about construction logistics in Iran using a larger sample. Although there are interactions and overlaps between the interviews and questionnaires, it should be highlighted that neither of methods was intended to test the other. In other words, in contrast to the triangulation approach, in which a quantitative inquiry usually aims to test the outcome of the qualitative study, in the complementarity approach, the outcome of each strategy should be regarded as a single entity that complements the other one. Hence, in this research, as Bryman and Bell (2003) confirmed, the qualitative strategy investigates

‗micro‘ phenomena, while the quantitative strategy researches ‗macro‘ ones.

Although the multi-strategy approach has brought benefits to the social research arena, it has also attracted criticism. From a philosophical point of view, research methodology should be based on clear ontological and epistemological assumptions.

One may argue that positivism and interpretivism, in most cases, contradict each other and, therefore, strategies raised from them cannot be used together (Dainty A. , 2008). Although this criticism is valid in the traditional duality in philosophy of science, the particular advantages of multi-strategy research for construction management is a strong motive to use this approach in the field. Moreover, Golafshani (2003) clarifies that, while mixing methods within one paradigm may be problematic, mixing paradigms is perfectly possible.

6. 4. Qualitative Inquiry

The previous section clarified the philosophical position of the research. It was also indicated that the qualitative approach is the primary strategy of the research. This section will explain why the qualitative strategy was chosen and points out practical matters of qualitative data collection.

In general, four reasons can be given for choosing the qualitative research strategy:

Chapter 6

METHODOLOGY

105 1. Lack of information. As clarified in Chapter four, there are few studies which focus on the social side of the construction industry in Iran. Specifically on construction logistics management, no research was found that investigates this subject in Iran. Owing to the limited knowledge on construction logistics and lack of investigation of the Iranian construction industry, this research adopted an exploratory strategy. This strategy helps the research to investigate the hidden aspects of the subject which have not been covered previously. As Bryman and Bell (2003) asserted, exploratory research usually relies on qualitative data. This is the first reason that the qualitative approach is utilised in this research.

2. Focusing on practitioners’ experience. To achieve the objectives of the study in construction management research, getting help from skilled people who have enough experience in different fields of construction industry is essential. Their experiences should be described and analysed in a proper manner to reach trusted outcomes. A qualitative strategy is chosen to emphasise the experiences of people who are involved in day-to-day logistical matters in construction projects. It helps the research to be focused on personal histories, issues, perspectives, views and opinions of construction experts.

3. Giving priority to meaning. The purpose of this research is to get a feel for what is going on and to understand better the nature of the construction logistics system. In other words, the aim is to describe and interpret the process of construction logistics and identify problems which are caused by the lack of enough logistics knowledge among construction practitioners. A qualitative strategy allowed the researcher to attain a deep understanding of the subject of the study by focusing on meaning and concepts.

4. Dealing with complexity. The process of construction logistics management is complex, not only because of the complicated process, but owing to uncertainties that arise from cultural matters, the special business environment, the economic conditions, regulations, geographical considerations and the way people organise and sort out logistical tasks. The qualitative approach allowed the researcher to deal with the complexity, context and relationships of multiple factors involved in the research. It provides information about the ‗human‘ side of the subject, which is usually

106 intangible, and includes factors such as social norms, behaviours, tacit knowledge, and common sense which are not be readily apparent. The result will be rich and exploratory and describes culture, relationships and norms.

To clarify how qualitative research works, the following analogy is helpful. A Persian poet Molana (known to the English-speaking world as Rumi) has a story about a group of Indians who bring an elephant to an area for the first time. Nobody in that region had seen an elephant up to that time. The Indians put the elephant in a dark small room. Many people came over to see the strange animal. Owing to the crowd pressure, a group of people penetrated into the room. The room was dark and nobody could see the animal, but they could touch it. One person touched the trunk and said an elephant is like a tube. The second person touched the foot and said it is like a column. The third person found the ear and described the animal as a fan.

Another person climbed up on the elephant, touched the back and said it is like a bed.

Hence, different people had different perceptions about the elephant. Molana concluded that human senses and feelings may give us wrong directions to understand the whole, as in that story the elephant is not a tube, column, fan or bed.

Yet, the point that is missed by Molana is that if we can collect different ideas about a phenomenon, attain more detailed information about each element, and identify the relationship between different elements, we may be able to provide an image which helps us to understand the whole. In the elephant example, if we put a tube, column, fan or bed in a box without any relationship among them (Figure 29, left), nothing can be understood. However, if we consider relationships, e.g. the location of each part, we may get a general view of the elephant (Figure 29, right).

Figure 29: The analogy between qualitative research and an elephant

Chapter 6

METHODOLOGY

107 The more studies we conduct, the more accurate image we can get. This is the way that qualitative study works. We encounter a complex and unknown phenomenon.

First, we study the elements and relationships of the phenomenon in detail and specify its boundary (context). Then, we organise data and collect them together again to have a clear image representing the phenomenon.