In order to be able to undertake a valid investigation hence exploring and understanding complex problems or situations, researchers need to develop their research design including the techniques used to collect and analyse the data; research methodologies guide the researchers‘ choice regarding these techniques (Easterby et al., 2008). This decision needs to be part of the research strategy and
108 fit with the research purpose. According to Christensen et al. (2011), there are three different research forms that need to be based on different research approaches: i) exploratory research which is undertaken to explore complex problems or situation identifying underlined principles; ii) descriptive research which is utilised for describing a specific problem or situation; and iii) explanatory/confirmatory/causal research which is employed for understanding casual relationships through testing hypotheses. Based on Christensen et al.‘s theoretical research classification and considering that the purpose of this research is to explore whether innovation can support and perhaps improve the delivery of medicines which, based on the literature, has been considered as a complex system, this thesis is comprised of an exploratory research. To conduct this exploratory research, diverse methodological techniques are taken into account. The two core types of research in social science, namely quantitative and qualitative, are considered (Saunders et al., 2012).
Qualitative methods
By adopting a qualitative research approach, researchers are willing to capture human behaviours based on the informants‘ perspectives and assume reality to be dynamic and negotiated (Minichiello
et al., 1990). They attempt to explore social phenomena based on individuals‘ experience, in their
natural context (Malterud, 2001). As a result, those researchers have a subjective worldview which is well-suited in the interpretivism position (Newman, 2014). Qualitative methodologies are more often used in an inductive research strategy (theory generation) where data are collected to develop a theory which might be used as a potential hypothesis for future research investigations (Cooper & Schindler, 2011).
Qualitative research has been defined as ―an umbrella term encompassing a wide range of methods,
such as interviews, case studies, ethnographic research and discourse analysis‖ (Muijs, 2010, p.3).
It uses non-numerical data, which are usually collected through conducting research interviews and/or observations (Teddlie & Tashakkori, 2009). According to Silverman (2011), qualitative research approaches have specific characteristics: i) a deeper research relying on selective/small samples is required; ii) non-numerical observational data are often collected to measure social realities; iii) the researcher‘s involvement is often required during the data collection process; iv) thematic analysis is conducted to analyse the collected data; and v) difficulties in construing and generalising the research outcome as they refer to specific cases.
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Quantitative methods
On the contrary, when researchers adopt a quantitative research approach, they focus on discovering facts about social phenomena and consider reality to be fixed and measurable (Minichiello et al., 1990). They therefore view the world objectively, which is well-suited to a positivist position (Saunders et al., 2012). The research strategy adopted is deductive (theory testing) where data are collected to test hypotheses based on an existing theory and its applicability on practice (Bryman, 2012). Quantitative research uses numerical data analysed statistically to explain a particular phenomenon (Muijs, 2010). According to Balnaves and Caputi (2001), quantitative research approaches are characterised by: i) a wider research relying on broad/large research sample groups; ii) the collection of numerical data to measure objects/facts; iii) the researcher‘s involvement is not required during the data collection process; iv) numerical comparisons and statistical inference are often used to analyse the collected data; and v) the research outputs are easy to construe and it is possible to generalise them.
Mixed methods
Having discussed the qualitative and quantitative research approaches, it is critical to mention that both research approaches can be compatible. According to Johnson et al. (2007, p.17) ‗mixed methods‘ describes ―the class of research where the researcher mixes or combines quantitative and
qualitative research techniques, methods, approaches, concepts or language into a single study‖.
This decision is driven by the research aims and objectives, and the research questions under investigation. Researchers often adopt both research approaches when they are willing to gain the best understanding of the research problem (Tashakkori & Teddlie, 1998) which is well-suited to a pragmatism position (Saunders et al., 2012). Creswell and Plano Clark (2007, p.5) stated that ―the
use of quantitative and qualitative approaches in combination provides a better understanding of research problems than either approach alone‖. The research strategy adopted, when research
decides to use mixed methods, includes both deductive and inductive approaches.
There have been debates related to mixed research methods and how researchers can best design their research strategy by including both the qualitative and quantitative approach (Teddlie & Tashakkori, 2009). Creswell (2013, p.15) summarised the three main designs that exist in the mixed methods field and have been adopted in the social sciences: i) convergent parallel mixed methods is one form of mixed methods design where researchers provide a comprehensive analysis of the
110 research problem by converging the qualitative and quantitative data. The collection of qualitative and quantitative data takes place at roughly the same time and their analysis equally contributes to the interpretation of the research outcome. ii) Explanatory sequential mixed methods is the model where researchers initially use the quantitative approach; the quantitative data are analysed and then a qualitative approach is adopted in order to explain the results in more detail. This is a sequential approach of mixed methods because the quantitative phase is followed by the qualitative one. iii) Exploratory sequential mixed methods are the last mixed methods model where researchers initially conduct a qualitative approach, exploring the participants‘ views on the study subject. The result based on the qualitative data is used in order to develop the quantitative phase of research. For example, researchers might use the qualitative phase in order to understand the context and identify variables that need to be examined through a quantitative approach.
As presented in the previous section, there are three main diverse models explaining how to mix research methods. The researchers‘ decision on which will be adopted is based on the research aim, context and the research questions that need to be addressed (Teddlie & Tashakkori, 2009). The following section presents the research design of this particular study and the reasons for initially adopting an ‗exploratory sequential mixed methods‘ approach and subsequently a ‗convergent parallel mixed methods‘ approach in order to understand the current pharmaceutical delivery practices and whether innovation could improve the effectiveness and efficiency of the PSC in both countries: the UK and Greece.