Mixed Methods Approach

Generally, quantitative research specifies numerical assignments to the phenomena under study, whereas qualitative produces narrative or textual descriptions of the phenomena under study (Vanderstoep & Johnston 2009). Creswell (2009) defines quantitative research as ‘a means for testing objective theories by examining the relationship among variables’ (p.4) and qualitative research as ‘a means for exploring and understanding the meaning individuals or groups ascribe to a social or human problem’ (p. 4). Qualitative research has an inductive view of the relationship between theory and research. It is associated with constructivism, focussed on understanding the nature of the research problem through the views and experiences of the study participants. Quantitative research, on the other hand, is associated with a positivist paradigm, and involves collection and analysis of numerical data with a deductive relationship between research and theories (Bryman & Bell 2007). The following Table 4.3 describes the characteristics of these approaches.

88 Table 4.3 : Characteristics of quantitative and qualitative research design

Characteristics Quantitative research Qualitative research

Type of data

Describes the phenomena numerically Describes the phenomena as a narrative

Analysis Statistics are descriptive and inferential Identification of themes Scope of inquiry Specific questions or hypotheses Broad, thematic analysis Primary advantage Large sample, statistical validity,

accurately reflects the population

Rich, in-depth, narrative description of sample

Primary disadvantage Superficial understanding of participants’ thoughts and feelings

Small sample, not generalised to the sample population

Source: Vanderstoep & Johnston 2009, p.7

Research findings could vary according to the approach chosen in the research design, which would affect the results for this study on e-commerce adoption. A quantitative approach could result in numerical data on the research problem with little understanding of the factors involved. On the other hand, a qualitative approach may gather relevant data, but there would be a lack of evidence in support of the research findings without validating it across a large sample. A mixed methods approach incorporating both forms of logic was selected for this research. A mixed method research design comprises a continuum between quantitative and qualitative approaches because it integrates elements of both (Creswell 2009). Using both approaches in a mixed method design tends to overcome these issues and maximise the standard of the design by cross-validation (Neuman 2005). Mertens (2013) argues that mixed methods can be associated with paradigms that are related with cultural research such as feminism (Hesse-Biber 2010), injustices in society (Mertens 2010), and biographical research (Brannen & Nilsen 2010).

According to Mertens (2013), the notion of combining research methods was first brought to attention by constructivists Lincoln and Guba (1985). The use of a mixed methods approach has been increasingly accepted for broadening the range of any research and delivering better results for the themes under investigation (Creswell 2009, Tashakkori 1998). The mixed-method approach adds depth to the research and mitigates the effects of inconsistent qualitative and quantitative findings (Rocco et al. 2003). Al- Sobhi and Weerakkody (2010) explain that the triangulation approach assists with comparison of written and spoken data collection, and increases the reliability of findings by confirming evidence from multiple sources. Other scholars also emphasise that triangulation helps to increase validity and interpretability and supports the results and

conclusions more robustly

studies on technology adoption in Saudi Arabia (Aldraehim et al. 2013, Al

one example, AlGhamdi et al. (2012)

their adoption of online trading with a mixed methods approach comprising with selected retailers and

Mixed methods research begins with empirical evidence hypothesis testing. The r

data may be deductive or inductive (Bryman & Bell 200

commences with selection of a theory that can be tested, generally by a quantitative design, and is termed the

on hypotheses which are derived from a research problem and te (Bryman & Bell 2007,

observations and measures, generally qualitative

detecting patterns and regularities, formulating tentative hypoth and finally developing general conclusions or theories processes are illustrated in

Figure

After finalisation of the research methodology, approval for conducting research with travel executives in the Saudi travel industry was obtained from the Business College Human Ethics Advisory Network, RMIT

Application 1000164), (see Appendix 1

was publically available from the Saudi Chamber of Commerce and Industry’s combined Theory Hypothesis

Observation

more robustly (Creswell & Clark 2010, Silverman 2011)

technology adoption in Saudi Arabia have used mixed methods approaches Al-Gahtani 2007, Al-Rashid 2012, AlSharif et al. 2013).

one example, AlGhamdi et al. (2012) explored issues that influence Saudi retailers in their adoption of online trading with a mixed methods approach comprising

retailers and a final quantitative survey with a larger sample

ixed methods research usually follows an exploratory inductive process that begins with empirical evidence about a particular phenomenon

. The research logic underpinning the process to collect and analyse be deductive or inductive (Bryman & Bell 2007). Deductive reasoning commences with selection of a theory that can be tested, generally by a quantitative design, and is termed the top-down approach. A hypothetical-deductive

which are derived from a research problem and tested by the research , Creswell 2009). An inductive research process begins with observations and measures, generally qualitative in approach, and the analysis consists of detecting patterns and regularities, formulating tentative hypotheses that can be explored, and finally developing general conclusions or theories (Trochim 2005). The two processes are illustrated in Figure 4.4. This research used the deductive approach.

Deductive

Inductive

Sources: Bryman & Bell 2007, Trochim 2005

Figure 4.4: Deductive and inductive research

After finalisation of the research methodology, approval for conducting research with travel executives in the Saudi travel industry was obtained from the Business College Human Ethics Advisory Network, RMIT University (

see Appendix 1). As the database used for collecting the samples was publically available from the Saudi Chamber of Commerce and Industry’s combined

Hypothesis Data

Collection Findings

Hypotheses confirmed or

rejected

Observation Pattern Tentative

Hypotheses Theory

89 swell & Clark 2010, Silverman 2011). Many recent

have used mixed methods approaches Rashid 2012, AlSharif et al. 2013). To give issues that influence Saudi retailers in their adoption of online trading with a mixed methods approach comprising of interviews

final quantitative survey with a larger sample.

an exploratory inductive process that and proceeds to to collect and analyse 7). Deductive reasoning commences with selection of a theory that can be tested, generally by a quantitative

deductive model is based

sted by the research Creswell 2009). An inductive research process begins with , and the analysis consists of eses that can be explored, (Trochim 2005). The two This research used the deductive approach.

After finalisation of the research methodology, approval for conducting the research with travel executives in the Saudi travel industry was obtained from the University (Ethics . As the database used for collecting the samples was publically available from the Saudi Chamber of Commerce and Industry’s combined

Hypotheses

confirmed or Revision of theory

90 databases, no further authorisation was necessary. The next two sections explain the data instrument, collection and analysis uaed in the qualitative and quantitative parts of the research.