Step 4: Select a primary research method

In the research industry, it regularly occurs that the information needed by a researcher is not discovered in the available literature due to the dynamic nature of the market and its consumers. In such a case, researchers continue with the research process and gather primary data, as suggested in figure 4.1 (Iacobucci & Churchill, 2010:31). Primary data is specific to the research problem of a study and is collected with the aim of achieving the research objectives of the specific study. The collection of primary data requires a high level of involvement from the researcher, as it is a time-consuming and expensive process (Berndt & Petzer, 2011:42).

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The three broad categories of primary research methods are highlighted in the following section. As illustrated in figure 4.2, these primary research methods consist of surveys, experiments and observation methods (Cooper & Schindler, 2011:59).

Figure 4.2: Primary research methods

Source: Adapted from Zikmund & Babin, 2010:59

The first primary research method, as depicted in figure 4.2, refers to experiments. An experiment conducted in the field is based on a natural situation, while experiments occurring in a laboratory take place in an artificial situation created by the researcher especially for the study (McQuarrie, 2012:169). The purpose of an experiment is to determine whether a change in one independent variable will lead to a change in another dependent variable, and it is therefore used to study causal links (Saunders et al, 2009:142). As stipulated in the research objectives in section 4.2.2, the aim of this study is not to analyse causal links, but rather to explore the social networking phenomenon Facebook, and to provide guidelines on how to use it effectively. As an experiment would not provide the required data, this method was not used.

The second primary research method illustrated in figure 4.2 refers to observation.

Observation can assist a researcher in identifying the minute intricacies of the behaviour of participants and is conducted using one of two techniques: either participant or non-participant observation (Kapoor & Kulshrestha, 2010:68). Observation methods are more likely to be used in studies that are aimed at identifying problems than in those undertaken to solve problems identified earlier on. As the current study aimed to solve certain

Primary research Methods

Experiment Observation Survey

Field Laboratory Quantitative Qualitative

Card-sorting exercise

In-depth interview

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problems, as listed in the research objectives in section 4.2.2, observation was not used in this study.

The final primary research method illustrated in figure 4.2, namely surveys, is used to conduct research in cases where communication is needed to analyse the opinions, preferences or intentions of respondents. Surveys are effective as they enable researchers to collect significant amounts of data at a relatively low cost (Burns & Bush, 2010:267).

Research indicates that surveys can be useful for exploring a situation or validating information collected at an earlier stage, but may not be effective when the participants are vulnerable, especially if the topic is sensitive (Belk, 2006:233). Surveys can be categorised as either qualitative or quantitative; qualitative surveys include mainly in-depth and focus- group interviews, while quantitative surveys can be conducted by way of intercept, telephone, mail and online methods (Tustin et al, 2005:144). The main differences between quantitative and qualitative surveys are discussed below.

A quantitative survey generally utilises a questionnaire: a structured list of questions distributed to a sample of a population with the aim of eliciting specific information from each participant. The survey can be conducted verbally, in writing or online via a computer, with the responses being captured in any of these forms (Malhotra, 2010:211).

Certain researchers prefer to use a combination of qualitative and quantitative research, taking advantage of the benefits of each approach. This tactic is known as a mixed-method approach, which is used to collect and analyse both quantitative and qualitative data for the purpose of achieving the research objectives of a single study (Stentz, Clark &

Matkin, 2012:1173).

Qualitative surveys can be in the form of an in-depth interview or a focus group, as mentioned above. An in-depth interview takes place between an administrator and typically 5 to 50 respondents who are interviewed individually. The interview can be either informal and casual, or highly structured, and usually lasts between 30 and 60 minutes (Grover & Vriens, 2006:58). Focus groups, on the other hand, usually consist of a group of 8 to 10 people, invited based on predetermined characteristics, who engage in a moderated discussion for 90 to 120 minutes, or until all the relevant topics have been discussed (Tustin et al, 2005:107).

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Since the topic concerns Facebook from a business perspective, it is not seen as a sensitive topic, making a survey the sensible choice. When a researcher has gathered a list of items, as in the literature review of this study, and wishes to reduce it to a smaller set of variables, a card-sorting approach can be implemented to identify homogeneous subgroups or clusters from such items (Cooper & Schindler, 2011:545). Appropriately, an online card-sorting exercise was used to collect quantitative data. The findings based on the results of the card-sorting exercise were confirmed through an in-depth interview with an industry expert, which provided qualitative data and completed the collection of primary data. Since both quantitative and qualitative data was used in order to achieve the research objectives of this study, as set out in section 4.2.2, the research approach can be seen as a mixed-method approach.

As the primary research methods have been identified and motivated above, the study proceeds to discuss the design of the research instrument.