CARACTERÍSTICAS DE LA INSTALACIÓN 1 Datos de partida

When a researcher brings assumptions about knowledge claims to the choice of research design, it is important that there is a good fit (Pawson, 2000; Silverman, 2000). A knowledge claim, philosophy or 'worldview', that guides the researcher (Guba & Lincoln, 1 994, p. l 95), acts as a roadmap for negotiating the subject (Burrell & Morgan, 1 979, p. 24). Knowledge claims are concerned with the ontological and epistemological assumptions of research (Burrell & Morgan, 1 979; Guba & Lincoln, 1 994). Ontology deals

with what knowledge is, and epistemology involves assumptions about how we know it (Creswell, 2003, p.6). Since Burrell & Morgan' s ( 1 979) early work, there has been continued debate about the approach to study in the social sciences (Guba, 1 990; Guba & Lincoln, 1 994; Pfeffer, 1 993; Phillips, 1 987; Rosenberg, 1 995). Creswell (2003, p.6) discusses four schools of thought about knowledge claims (constructivism, postpositivism, advocacy/participatory, and pragmatism). In this thesis the most relevant view is pragmatism. Some elements of constructivism and postpositivism also enter the picture.

4.3. 1 Constructivist o r Illustrative?

Briefly explained, the aim of research with a social constructivist viewpoint (Lincoln & Guba, 2000; Mertens, 1 998; Schwandt, 2000; Neuman, 2000) is to understand the complex subjective meanings individuals ascribe to their world - their view (Burrell & Morgan, 1 979; Creswell, 2003). Thus, questions studied are broad and general so that participants can construct the meaning of a situation through discussion, meetings and interactions with others. Meanings are constrained and structured according to a person' s personal, cultural and historical guiding norms - the social environment is seen as an extension of the experiences of the individuals involved (Burrell & Morgan, 1 979). The implication therefore, is that there is no single reality. Additionally, the reality of the researcher will colour interpretation. The epistemology (Crotty, 1 998) assumes understanding through perceived knowledge. Rather than starting with a theory, the use of qualitative methods works towards both understanding and interpretation and the inductive development of theory (Carson et al., 200 1 ). It could be in fact, that the purpose of all research is interpretive (Gurnmesson, 2003). The technique I

use for analysis of my qualitative data could in some researcher circles however, be better described as illustrative rather than constructivist.

4.3.2 Postpositivism

Other views claim knowledge through an alternative process and set of assumptions. The term 'postpositivist' refers to the thinking after positivism

(Creswell, 2003) and challenges the traditional notion of absolute truth of knowledge by generating causal laws (Guba, 1 990; 10hnson & Duberley, 2000; Phillips & Burbules, 2000). Postpositivism recognises that we cannot be positive about the behaviour of humans. The underlying philosophy is deterministic, encompassing a belief that causes influence outcomes, hence causes need examination. The aim is to reduce ideas into a small set of variables to test (reductionism) and measure based on careful observation. Developing numeric measures of observation is a central concern in quantitative methodology. Thus, a researcher taking the epistemological position of objectivity begins with a theory, collects data, finds the degree to which the theory can be rejected or not rejected, and then makes necessary revisions before additional tests are conducted. Being objective means that any biases in the research processes must be attended to and eliminated as far as possible.

4.3.3 Pragmatism

For the majority of forms of pragmatism, knowledge claims arise directly from actions, situations and consequences, rather than antecedent conditions as in post positivism (Creswell, 2003, p. 1 1). By virtue of the meaning of the word 'pragmatic', the pragmatist view turns on what works best in the solution of problems in any given situation (Patton, 1 990). The idea is that a problem should be attacked on multiple fronts to be fully understood. It is this pluralistic approach that underpins the use of mixed methods (Tashakkori & Teddlie, 1 998, 2003; Patton, 1 990). In this thesis my attention on real estate franchising and the entrepreneurial nature of the participants is best addressed by an understanding of the actions and actors involved in this sector of the property world. For this purpose, and freed from choosing any one philosophical basis, I draw on multiple knowledge claims including those described in 4.3 . 1 and 4.3.2 and culminating in the pragmatism that underpins the mixed methodological approach. Collection and analysis of data in a number of ways provides this thesis with a sturdy foundation on which to base

the findings. Contrary to the metaphysical notion I truth is not beauty but what

works at the time!

Prior to the work of Clarkin and Rosa (2005), research on franchising and its entrepreneurial links has been largely positivist or postpositivist in nature (For example, Zieba, 2002; Falbe, et al., 1 999) with a smattering of qualitative work (Doherty & Alexander, 2004; Gauzente, 2002); case study investigation (Pizanti & Lemer, 2003) and the development of conceptual frameworks (Dana et al., 2002; Hoy et al., 2000; Sarason et al., 2006) The same is the case with pure franchising literature (For example, Bordon-luste & Polo-Redondo, 2004; Grunhagen & Dorsch, 2003; Peters on & Dant, 1 990).

Similarly, entrepreneurship research has been positivist or postpositivist in approach and has limited the use of other perspectives (Grant & Perren, 2002). The entrepreneurship literature in general has been concerned primarily with theory testing, focusing on quantitative methodologies, employing survey instruments (Brush & Vanderwerf, 1 992; Carter, 1 993 ; Chandler & Lyon, 200 1 ; Moore, 1 990; Roessl, 1 99 1 ; Woodliff, et at. , 1 999) or mail questionnaires in combination with interviews (Churchill & Lewis, 1 986; Wortman lnr, 1 986). Most studies of what motivates a person to become a business owner or entrepreneur have been quantitative, offering a deductive approach to research and largely concerned with testing hypotheses (Borooah et al., 1 997; Hakim, 1 989; Honig-Haftel & Marin, 1 986; Scott, 1 986; Shane et al., 1 99 1 ).