Research methodology has been broadly categorised by Hart (2013) as quantitative and qualitative; it was argued that research methods are not mutually exclusive and the different research methods focus on collecting data rather than the examination of theory and literature. Holliday (2012, p.6) discussed the characteristics of each kind:
Quantitative methods
It counts occurrences across a large population, which use scientific techniques to obtain quantified data and then analyses the data to generate quantified results that can be used to assess the hypotheses raised by the theory and findings from the field.
Qualitative methods
It looks deep into the quality of society and life, which requires a detailed knowledge of human behaviour and what governs it. Qualitative research depends on the motivation behind the behaviour. Therefore, it is possible to have smaller, concentrated samples, rather than bigger random samples. Moreover, qualitative research classifies data into trends as the primary foundation for organizing and reporting findings, leading to future knowledge of themes and issues. Authors such
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as Thomas (2003, pp.99-110) have pointed out that qualitative research involves its subject matter due to the gathering of different types of information –a case study, personal experience, and introspection.
As illustrated, research methods can be generally divided into quantitative and or qualitative. Fellows and Liu (1997) argued that research methods are not mutually exclusive and the different research methods focus on collection of data rather than examination of theory and literature. The major research methods or styles are discussed in the following sections.
To review the literature, one must select from available documents on the topic, to gather information, ideas, data and evidence. This may be written from a particular viewpoint to achieve certain objectives on the topic and how it is be explored.
Moreover, an assessment of this literature must take place in connection with the research being proposed (Hart, 2013, pp.27-29). Hart noted that literature concerns findings in relation to the research which as yet have no status as theory, and may present findings from studies into specific applications of theory. Literature ought to be considered against the background of the theory, methodologies, data, analytical techniques, sampling, and results, in order that a neutral assessment can take place.
The case study is one of many ways of conducting scientific enquiry. It attempts to develop a detailed understanding of a specific case to explore an issue or problem.
The conducting of a case study is also important as it can be composed to illustrate a unique case by the analysis of multiple units within the case. Also, in some studies the researcher selects multiple cases to analyse and compare while in other studies a single case is selected. Flyvbjerg (2006, p.220) pointed that the key to understanding is that good case study research involves a description of the case, so that the researcher can identify themes and issues or a specific situation to study which might be organised into a chronology by the researcher, and the analysis is presented as a theoretical model. Finally, case studies often end with a conclusion about the overall meaning derived from the case(s). Yin (2002) highlighted that a case study can be explained as a research strategy that explores a real phenomenon. The definition of a case study has been viewed in two parts:
First, Yin (2003) explained that the scope of a case study is as follows: it investigates a contemporary phenomenon in its actual , particularly when the lines between the phenomenon and context are unclear, because these are not always discernible in actual situations
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The second part of the definition includes technical features, such as data collection and data analysis strategies.
In architectural research, Groat and Wong (2002, p.347) classified four primary characteristics for the case study method as:
A focus on single or multiple case studies in actual setting
The ability to rationalise causality
A dependence on several sources of evidence, with triangulating data
The ability to make generalizations to theory.
There is no quick or easy formula for making the choice between single and multiple case studies of their number. Two principles are paramount:
The type of study questions
The role of replication in confirming the study’s outcomes (Taylor et al, 2011).
The number of case studies depends on the power of generalizability that comes from the concept of replication (Groat and Wong, 2002, p.356). The choice of case studies, in this research, needed to be suited to the study’s aims and to produce data which could be analysed according to criteria discussed in this research.
Bjork (1999) pointed that it would be quite straightforward to use standardised scientific methods in the research areas of expert systems and IT-strategy research.
For IB-strategy research, standard surveying and interviewing can be applied straightforwardly in this field. However, he argued that the full-scale testing of product model research is costly and difficult because of the highly complex nature that involves data exchanges between several different types of IS.
Survey research is the means of collecting data through prepared questions in a set sequence in a questionnaire, given to individuals who represent a specific population (Hutton, 1990).
Modelling is the process of creating a model that represents a real of virtual object, procedure or system, and a reality. All models contain parameters (variables) together with their interrelationships (Fellows and Liu, 1997).
Interviewing is a means of garnering data by posing questions and having participants give verbal responses. In the last ten years, Dahlberg et al. (2008, p.56) described that in an interview there must be a desire to listen, observe and comprehend, and emphasised that it requires respect and a humility towards the phenomena, in addition to being sensitive and flexible.
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Clements-Croome (2013, p.17-19) pointed out that there are three kinds of procedure, which are building rating, facilities management, and computer simulation, which are mainly used in IS.
The rating method depends on a sequence of factors/indicators linked to design and performance concerns, and their predetermined scales which assess an IB.
The facilities management method uses professional knowledge to obtain goals in real world IB design, construction and implementation (Clements-Croome, 2013, p.18).
The simulation is one type of formalisation model although with incomplete manipulation of the model by the discipline's methods, to produce an analytic solution or a numerical value (Fellows and Liu, 1997). The simulation method employs inauthentic settings founded on real-world data from the working of IBs (Clements-Croome, 2013, p.18).