4 Research MethodologyIn this chapt

4 Research Methodology
In this chapter we shall discuss the choices and decisions concerning the research
methodology and the case study research strategy which we have selected for our thesis
.
4.1 Research Process
Malhotra, says that marketing research process consists of six steps that defines the tasks to be
accomplished in conducting a marketing research study. And according to Zikmund (2000) all
research has in common is that it involves a sequence of activities that are highly interrelated
and that together constitute the research process.
Field work or data collection
Problem Definition
Data preparation and Analysis
Development of an approach to the
bl
Research design formulation
Report preparation and
tti
Figure 4.1: Research Process
Source: Malhotra (1996)
In our case study, we have followed the research process presented above to a quite great
extent.
4.2 Research Purpose
According to Zikmund,(2000), the nature of the problem affects that whether the research is
exploratory, descriptive or casual .
4.2.1 Exploratory Research
Exploratory research is related to discover the general nature of the problem and the
variables that relate to it and it is characterized by high degree of flexibility, that has intend
to rely on secondary data, convenience or judgment samples, small-scale surveys or simple
experiments case analyses, and subjective evaluation of the result(Tull). Exploratory designs
are concerned with identifying the real nature of research problems and, perhaps, of
formulating relevant hypotheses for later tests. These initial steps should not be dismissed as
of little consequence; the opposite, in fact, is nearer to reality, for exploratory research gives
valuable insight, results in a firm grasp of the essential character and purpose of specific
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research surveys, and encourages the development of creative, alternative research
strategies.(Chisnall)
4.2.2 Descriptive Research
Descriptive research is focused on the accurate description of the variables in the problem
model. Consumer profile studies, market-potential studies, product-usage studies, attitude
surveys, sales analyses, media research, and price surve ys are examples of descriptive
research. (Tull)
Descriptive studies, in contrast to exploratory research, stem from substantial prior
knowledge of marketing variables, for this type of research to be productive, questions should
be designed to secure specific kinds of information, related, perhaps, to product performance,
market shares, competitive strategies, distribution, etc. (Chisnall).
4.2.3 Explanatory/ Causal Research
Causal research attempts to specify that nature of the functional relationship between two or
more variable in the problem model. (Tull)
These attempts to identify factors which underlay market behaviour and to evaluate their
relationship and interactions. For example, the extent, if any, of price elasticity of demand or
the degree to which advertising campaigns may influence sales. (Chisnall).
Marshall and Rossman (1999) advanced that “exploratory and descriptive research is suitable
strategy that builds rich and descriptions when the phenomena under the study are not well
understood.”
The research purpose and research question indicate that this study descriptive and
exploratory depend on the objective of the study. This study sought to explore and describe
how the development of e-commerce in SME’s in business to business perspective.
4.3
Research Approach
There are two methodological approaches i.e. qualitative and quantitative which are used in
case studies. It depends upon the information which is investigated; the qualitative or
quantitative approach is used (Lekvall & Wahlbin, 1987).
Qualitative Research
is an unstructured, exploratory research methodology based on small
samples that provide insights and understanding of the problem setting (Malhotra). The
essence of qualitative research consists of two conditions (a) the use of close-up, detailed
observation of the natural world by the investigator, and (b) the attempt to avoid prior
commitment to any theoretical model (Van Maanen, Dabbs, & Faulkner, 1982, Quoted by Yin)
Quantitative Research
is a research methodology that seeks to quantify the data and, typically,
applies some form of statistical analysis. (Malhotra) According to Yin, the ultimate goal is to
tre at the evidence fairly, to produce Compelling analytic conclusion, and to rule out
alternative interpretations.
We have selected the qualitative research approach as we wanted to get deeper understanding
of “
Development of e-commerce in SME’s in business to business perspective.”
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