In this chapter, the writer will demonstrate the methodology used in analysing consumer motivations to shop for luxury products online. Methodology plays an important role in the academic researches as it concerned with what method need to be used to carry out the study. Collins and Hussey (2003) stated that the use of methodology is the most important part of a research (Collins and Hussey, 2003). The structure of this chapter will display from research philosophy to the data collection methods and discuss the most appropriate methods that will be used in this research. Through explored the available methods via a literature review, the most appropriate research methods for this research that will lead to the most valid, reliable responses.
2.0 Research Philosophy
Research Philosophy is principle to a research which relates to the development of knowledge and the nature of that knowledge (Saunders et al, 2007, p.101). Gill and Johnson (2012) also pointed out that “a philosophical choice regarding the nature of human action and its explanation which has direct methodological implications” (Gill and Johnson, 2012, p.168). It reflects how the researchers view the world and effect on which research strategy and the methods will be use in a research. In this section, 2 major ways of thinking about research philosophy will be stated: Ontology and Epistemology.
Gill and Johnson (2012) defined ontology is “the study of the essence of phenomena and the nature of their existence” (Gill and johnson, 2012, p.228). It refers to the research about the existence or nature and also concerns the question of the world independent of individuals’ knowledge of it. There are 2 aspects of ontology: objectivism refe...
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...ncept of luxury while consumers have different opinions. To avoid any misunderstanding the interviewees were told that the researchers are setting a concept of luxury. The interviewees have also been asked to explain their view of the concept. This is avoiding participant error and bias. However, the interview may have been threats to reliability due to observer error and bias.
The methodology covered an extensive literature review of the nature of methodological research. And then, the writer outlined the individual choices in terms of research design for this research. The research design involved a qualitative method following the interpretivism and its consequent epistemological prescriptionst. Through the inductive approach, the sample was selected using non-probability sampling and interviews specifically designed to discuss the research issue.
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