The research design stage represents a master plan of the methods that are used for the collection, measurement, and analysis of data (Hair et al., 2002). As shown in Figure 4.1, the research design stage involves two main issues, the research paradigm and the research tactics. In particular, the research paradigm pertains to issues related to the choices of the research approach and data collection method. Research tactics pertain to issues related to the development of measures for constructs, the design of the sampling plan, and data analysis.
4.4.1. The research approach
As shown in the Figure 4.1 (Stage II), the purpose of the research approach is to determine how information should be obtained. As noted in Section 4.2, this study adopted the positivist paradigm (or quantitative research methodology). Quantitative research can be categorised into three prominent approaches: exploratory, causal, and descriptive (Cavana et al., 2001; Hair et al., 2002; Aaker et al., 2004). The exploratory research approach is used to classify the problems or opportunities and does not intend to provide conclusive information from which a particular course of action can be determined (Hair et al., 2002). Causal research attempts to infer causation of previously identified relationships (Cavana et al., 2001). Causal research is most appropriate when the research objectives include the need to understand the
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reasons why certain market phenomena happen as they do (Hair et al., 2002). Descriptive research is used when the research objectives include determination of the extent to which a specific variable (or construct) is related to actual phenomena (Hair et al., 2002). Specifically, descriptive research attempts to address the extent that a formulated hypothesis occurs (Cavana et al., 2001). Given the hypotheses presented in Chapter Three were proposed to describe the underlying relationships between the constructs of interest in the theoretical framework developed for this study (Figure 3.1), descriptive research best describes this study.
4.4.2. Data collection method
As shown in Figure 4.1 (Stage II), determining the research approach and selecting an appropriate data collection method occur concurrently. The selection of an appropriate data collection method is a critical decision in the research process design (Aaker et al., 2004). Due to the nature of the study, primary data (or firsthand raw data) were required to test the hypotheses. There are three general ways of obtaining primary data for descriptive research which are commonly identified in the marketing literature: surveys (or questionnaire), observation, and experimentation (Cavana et al., 2001; Groves et al., 2011). This study adopted a questionnaire approach for several reasons. First, a questionnaire approach appears to be a suitable approach when researchers know exactly what is required and how to measure the constructs of interest (Cavana et al., 2001; Hargie & Tourish, 2009). Second, using a questionnaire helps in accommodating large sample sizes at a relatively low cost, facilitating the administration of questions and answers, employing advanced statistical analysis, and tapping into factors and relationships not directly measurable (latent variables) (Cavana et al., 2001; Groves et al., 2011). Third, as discussed in the literature review presented in Chapter Two, a number of studies related to organisational ambidexterity have
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been conducted using questionnaires as the means of data collection (e.g., Gibson & Birkinshaw, 2004; He & Wong, 2004; Kyriakopoulos & Moorman, 2004; Atuahene-Gima, 2005; Jansen et al., 2006; Li & Lin, 2008; Hughes et al., 2010; Lisboa et al., 2011; Vorhies et al., 2011; Siren et al., 2012).
Questionnaire data collection can be conducted through three main approaches: person- administrated, computer-administrated, and self-administrated (Groves et al., 2011). A person-administrated approach requires the presence of the researcher(s) and respondent(s) when data is collected, however computer- and self-administrated methods can be conducted without the presence of the researcher(s) (Kaplan, Sieber, & Ganiats, 1997; Moutinho & Chien, 2007; Groves et al., 2011). While each approach has advantages, each involves its own challenges and disadvantages. The person-administrated approach enables the researcher(s) to (possibly) obtain a high response rate, but it can be considered as a high cost and time-consuming approach. In addition, a person-administrated approach may involve interviewer bias (Kaplan et al., 1997; Robson, 2011). Employing a computer-administrated approach increases the speed of administration, and reduces interviewer biases. However, computer-administrated approach includes high set-up costs and confidentiality problems (Moutinho & Chien, 2007). The self-administrated approach is argued to be the most cost effective and enables researcher(s) to obtain large amounts of data and helps reduce interviewer biases (Groves et al., 2011). However, the response rate for the self-administrated approach can be low, when the questionnaire is long (Kaplan et al., 1997).
Considering the advantages and disadvantages of the three survey administration methods, this study adopted the self-administrated approach. Researchers have mainly adopted two data collection techniques within the self-administrated approach, mail survey and drop-and-collect (Walker, 1976; Ibeh, Brock, & Zhou, 2004). The mail survey technique pertains to administrating data collection employing postal systems (i.e., paper-based, fax,
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email), whereas in the drop-and-collect technique researchers (or research assistants) distribute and collect questionnaires personally (Walker, 1976; Ibeh et al., 2004). Importantly, while there are advantages to the mail survey technique including low cost and the ability to reach a widely dispersed sample, its response rate is generally less than the drop-and-collect technique (Walker, 1976; Ibeh & Brock, 2004; Ibeh et al., 2004; De Luca & Atuahene-Gima, 2007). In addition, the drop-and-collect technique is encouraged in emerging countries where interpersonal interactions are preferred as modes of information exchange (Ibeh & Brock, 2004; O'Cass & Ngo, 2011a), and where the unreliable nature of postal systems is a problem (Ellis, 2005). As outlined in Chapter One, this study focuses on Iran, which is an emerging economy in the Middle-East, comprising a collectivist culture where interpersonal interactions are preferred as modes of information exchange (Hofstede, 1980; Mellahi et al., 2011; Soltani & Wilkinson, 2012). In addition, the drop and collect technique can yield a response rate similar to person-administrated approach at a cost equivalent to mail surveys (Walker, 1976).