Research methods

The classification of available research methods is based on the distinction between quantitative and qualitative research methods. The quantitative method involves collection and analysis of numerical data, and the qualitative method involves collection and analysis of non-numerical data. Some researchers (Plano-Clark and Creswell, 2008; Saunders et al., 2012) believe, however, that this classification is rather narrow, as often applying a single research method does not enable full exploration of phenomena of interest. Plano-Clark and Creswell (2008) suggest that researchers may combine quantitative and qualitative elements in order to fully address research objectives.

Plano-Clark and Creswell (2008), and later Jogulu and Pasiri (2011), claim that such a combination of quantitative and qualitative research methods has a number of advantages over a single method. According to Plano-Clark and Creswell (2008),

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application of mixed research methods can neutralize or even cancel out some disadvantages of certain individual methods of data collection and analysis, including a large sample size required in quantitative research, or a lack of examination of complex underlying structures and interactions of new theories developed in qualitative investigation (Grady, 1998). Researchers believe that applying mixed research methods can strengthen research by providing deeper insight into complex social phenomena.

Consequently, in order to fully assess the effect of acculturation process on consumers’ acceptance of e-commerce platforms and develop novel theoretical perspectives while doing so, mixed research methods will be adopted. This seems to be in line with Venkatesh et al.’s (2013) recommendation that, due to the diffusion of the Internet and its impact on consumer behaviour, existing theories, frameworks and research methods do not allow full exploration of phenomena under investigation. In order to address this issue, Venkatesh et al. (2013) suggest applying mixed research methods, claiming ‘mixed methods design strategies provide a powerful mechanism for Information Systems researchers to deal with such situations and subsequently make contributions to theory and practice’.

Plano-Clark and Creswell (2008) define mixed research methods as research which ‘involves collection and analysis of both quantitative and/or qualitative data in a single study in which the data are collected concurrently or sequentially, are given a priority, and involve the integration of the data at one or more stages in the process of research’. Consequently, a mixed methods research study involves applying both qualitative and qualitative methods for data collection and analysis.

Creswell (2003), and later Creswell and Plano-Clark (2011), distinguish two possible techniques for combining qualitative and quantitative research methods: simultaneous and sequential approaches. The first involves simultaneous collection of both quantitative and qualitative data, and the second approach refers to collection of one type of data, followed by the second. Plano-Clark and Creswell (2008) further classify simultaneous and sequential approaches according to level of integration, priority, implementation and theoretical perspective, creating six major types of mixed research methods (see Table 9).

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Table 9. Types of mixed research methods (adopted from Plano-Clark and Creswell, 2008)

Implementation Priority Stage of Integration Theoretical Perspective

Sequential

explanatory Qualitative followed by quantitative

Usually quantitative; can be

qualitative or equal Interpretation phrase May be present

Sequential

exploratory Qualitative followed by quantitative

Usually qualitative; can be

quantitative or equal Interpretation phase May be present

Sequential transformative

Either quantitative followed by qualitative or qualitative followed by quantitative

Quantitative, qualitative or

equal Interpretation phase

Definitely present (i.e. conceptual framework, advocacy, empowerment)

Concurrent triangulation

Concurrent collection of qualitative and quantitative date

Preferably equal; can be quantitative or qualitative

Interpretation phase or

analysis phase May be present

Concurrent nested

Concurrent collection of quantitative and qualitative data

Quantitative or qualitative

data Analysis phase May be present

Concurrent transformative

Concurrent collection of qualitative and quantitative data

Quantitative, qualitative or equal

Usually analysis phase; can be during interpretation phase

Definitely present (i.e. conceptual framework advocacy, empowerment)

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This study adopts a transformative sequential mixed research method design in order to fully address the research objectives. In order to accomplish this goal the research project will be divided into two overlapping phases: (1) explanatory sequential design and (2) exploratory sequential design, as presented in Figure 6 and discussed below.

Figure 6. Transformative sequential research method (arrows indicate follow up studies)

3.3.3.1. Explanatory sequential design

In order to reveal whether or not there is any effect of acculturation on consumers’ acceptance of e-commerce platforms and, if so, to explain such an effect, this research project will employ an explanatory sequential design.

An explanatory sequential design is characterised by the collection and analysis of quantitative data followed by the collection and analysis of qualitative data (see Figure 7). It prioritises the quantitative research phase, on the basis of which the phenomena under investigation can be revealed with statistical accuracy. In Information System literature, Zhou et al. (2007) recognise that quantitative research techniques are most commonly used to investigate consumer perceptions, attitudes and intentions, since they provide accurate information from every member of the sample group. This seems to be confirmed by Scornavacca et al. (2004) as well as by Vehovar et al. (2001), who believe that quantitative research techniques ‘provide the basis for a valid and reliable measurement of social phenomena’. The overall effectiveness of quantitative research has been repeatedly confirmed and validated by consumer researchers (Grayson and Martinec, 2004; Mathwick et al., 2008).

Quantitative Data Collection and Analysis Qualitative Data Collection and Analysis Quantitative Data Collection

and Analysis Interpretation

Phase 2 Phase 1

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The results of statistical tests will be further explored through qualitative research methods, which facilitate full exploration of revealed phenomena. The subsequent qualitative study thus aims to focus on investigating the experimental and socio-cultural dimensions of consumption within a real-life context, which may not be captured by quantitative research techniques alone. Hence, at this stage, qualitative research methods will be applied, to ‘enrich interpretation of quantitative results’ (Arnould and Price, 1993).

Figure 7. Explanatory sequential design

The explanatory sequential design requires the following four step procedure outlined below:

Figure 8. Explanatory sequential research design procedure (adopted from Creswell and Plano-Clark, 2011) Quantitative Data Collection and Analysis Qualitative Data Collection and Analysis Interpretation Follo w up