CHAPTER 3: RESEARCH METHODOLOGY - 3.pdf · PDF fileCHAPTER 3: RESEARCH METHODOLOGY ... proposed six social science paradigms and three methodological approaches, ... that the purpose

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CHAPTER 3: RESEARCH METHODOLOGY

This Chapter details the methodology used to conduct this research. The Chapter starts with

a definition of the operating paradigm guiding this study. This operating paradigm as a

foundation, it then details the research methodology, including data collection methods,

measurement instrument used, study population and sample, implementation plan, and finally

ends with the data analysis approach that was used to analyze the study data.

3.1. Methodological Paradigm

Arbnor and Bjerke (1997) defined the methodological approach as a set of ultimate ideas

about the constitution of reality, the structure of science ... that is important to methods,

that is, to the guiding principles for creating knowledge (Abnor and Bjerke, 1997, page. 26).

It is also stated that for a study successfully to address its research question, it must be

firmly grounded within a methodological approach (Maggs-Rapport, 2001, page. 373).

Arbnor and Bjerke (1997) proposed six social science paradigms and three methodological

approaches, these are as follows:

Methodological Approach 1: The analytical approach

1. Paradigm 1: Reality as concrete and conformable to law from a structure independent

of the observer.

2. Paradigm 2: Reality as a concrete determining process.

3. Paradigm 3: Reality as mutually dependent fields of information.

Methodological Approach 2: The systems approach

4. Paradigms 2 and 3.

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5. Paradigm 4: Reality as a world of symbolic discourse.

Methodological Approach 3: The actor approach

6. Paradigm 4.

7. Paradigm 5: Reality as a social construction.

8. Paradigm 6: Reality as a manifestation of human intentionality.

These above mentioned six paradigms works as a continuum. At one end of the

continuum reality is viewed as objective and rational (for example, Paradigm 1). It explains

the researcher believes in universal laws and truths that are constant and consistent and hold

for all. This generally represents the analytical methodological approach. On the other end of

the continuum (for example paradigm 6) reality is viewed as completely subjective. That is,

reality is completely determined.

The field of the study with which the current study focused on gaining insight into

and integration of attitudinal and behavioral components of consumer-brand relationships is

lying in the middle of the continuum. In essence, it did this by looking at how consumers

form relationship with brands, what are the stages at which they form the relationship with

the brands.

3.2. Research Methodology: Mixed Methodology

The current research positioned its study paradigm in the middle of the possible spectrum of

methodological choices. This positioning of the studys operating paradigm suggests a

research methodology that combined both the perspectives, such as quantitative and

qualitative approaches, known as Mixed Methodology. There are three primary reasons

for choosing a mixed methodical design over traditional research designs:

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1. The problem statement and research objectives mentioned in Chapter 1 requires a

combination of qualitative and quantitative methods.

2. Research questions formulated in this study requires the exploration and integration

of attitudinal and behavioral dimensions (qualitative) and its empirical validation

(quantitative). It is clear that the individual understanding (use of a single approach)

do not address the primary purpose of the study.

3. There is insufficient information available in the literature regarding the role of

attitudinal and behavioral dimensions in consumer-brand relationship building. The

detailed understanding of this requires the mixing of qualitative and quantitative

methods.

This mixed method research design helps the researcher to go for inductive and

deductive reasoning techniques in order to more accurately answer the studys research

questions that cannot be completely answered through qualitative or quantitative research

alone (Norman and Lincoln, 2000). Denzin and Lincoln (2000) stated that mixed research

design exphasises on the explanation and application factors in which process of the

research is benefited, which ultimately lead to the interpretation of the subject matter, its

applications and implications for the field of the study. Rocco et al. (2003) suggested the

advantages of mixed methodology, in which the authors justified that the legitimacy of

qualitative methods is enhanced through the incorporation of quantitative methods, known

as triangulation.

As the study follows the mix of qualitative and quantitative methods, and these

two approaches were applied in sequence (qualitative first and quantitative later), in which

quantitative research design dominates over the qualitative approach. Following Leech

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and Onwuegbuzie (2009) typology of fully mixed method research design, the design

proposed in this study could be classified as Fully Mixed Sequential Dominant Status

Design. This typology of mixed method design involves combining or mixing both

qualitative and quantitative research approaches within one or more of or across the stages

of the research process. In this study, the qualitative and quantitative research approaches

were mixed within all the four areas, like research objectives formation, data collection,

type of analysis, and type of inference. These phases occurred sequentially and more

weight would be given to quantitative approach.

In this study the quantitative findings were presented as either helping to elaborate

on or extend the qualitative findings (Creswell, 2003). This approach of mixing is more

valid and robust, because rather than inferring and conceptualizing the attitudinal and

behavioral dimensions of consumer-brand relationships from the qualitative data alone (in-

depth interviews), rich empirical data provided a context for quantitative interpretation and

support. It is also supported that mixed method design allows the researcher for the

objective examination of two separate data sources as a means of ensuring accurate

interpretation through triangulation (Creswell, 2003) 1

. The following Figure (Figure 3.1.)

shows the outline of sequential dominant status mixed research design.

Figure 3.1. Fully Mixed Sequential Dominant Status Design .

1Triangulation is a multiple data collection and analysis method, in which the researcher uses

multiple data sources, multiple analysts, and multiple theories or perspectives. It is also stated

that the purpose of triangulation is to test for consistency rather than to achieve the same

result using different data sources or inquiry approaches. (Rocco et al., 2003, page. 20).

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Step 1: Sample Selection

Step2: Data Collection for

Model Validation (225 Res.)

Step 3: Data Analysis:

Structural Model Validation

Step 4: Model Validation

Step 1: Development of

Hypotheses

Step 2: Instrument

Development

Step 3: Sample Selection

Step 4: Pre-test (small scale

survey, 30 Res.)

Step 5: Data Collection for

Model Calibration (250 Res.)

Step 6: Measurement Model

Validation (Validity Checks): LISREL 8.72

Step 7: Structural Model:

(Alternative models)

Step 8: Formulation of New

Model/Theory

Step 6: Development of a

Conceptual Model through

Following Grounded Theory

Step 1: Development of

sampling strategy: Theoretical

Sampling

Step 2: Development of

Interview Guide

Step 3: Data collection: Depth

Interviews

Step 4: Data Analysis: Making

Sense of the Findings

Grounded Theory

Step 5: Exploration of the

Dimensions or Categories

Th

eory

/Lit

era

ture

Research Problem

Development of a

Conceptual Model through a

Qualitative Study

Empirical Model

Development and Testing

Using SEM

Empirical Model Validation

Using SEM

Qualitative Phase Quantitative Phase Quantitative Phase

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3.3. Research Framework

Figure 3.1. displayed the research framework of this study. During the first phase of

qualitative or exploratory investigation, the study conducted a series of in-depth interviews

to explore the attitudinal and behavioral dimensions of consumer-brand relationships. In

which the study adopted a grounded theory approach (Strauss and Corbin, 1994) for data

collection, analysis and inferences, aimed to develop a conceptual model of consumer-

brand relationships. During this stage the study also developed the hypotheses to link the

attitudinal and behavioral dimensions backed by previous literature. During the second

phase, the study followed a quantitative design which mainly dealt with testing and

validation of the conceptual model followed by a survey. During this stage the

measurement was taken in a self-reporting manner. For measuring self-reported beliefs and

behaviors, a self-administered questionnaire survey is considered to be appropriate and

widely used approach in a relations