4.13.3 ``S TRIPPER ´´ LATERAL

A research design is a blueprint that outlines various components of the research process such as the collection, measurement and analysis of data to address objectives of the study (Zikmund 2000; Kumar 2005; Saunders, Lewis & Thornhill 2012; Creswell 2014). Cooper & Schindler (2009) suggest that research design constitutes the plan for connecting the conceptual research problems to the pertinent empirical research.

Performance dimensions Operational measures

Profitability Average net profit margin from 1996 and 2013

Average return on investment from 1996 and 2013 Average liquidity position from 1996 to 2013

Growth Average sales growth from 1996 and 2013

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The research design of this study articulates the mode of enquiry selected, the nature of data used, the methods used to collect and analyse data, and how all these elements were used to address the research questions. The main broad research designs are descriptive, exploratory and conclusive (Malhotra 2010). This study therefore used the descriptive research design.

4.8.1 Main categories of research designs

There are two main categories of research designs, namely exploratory and conclusive. This study used the conclusive research design. Within the domain of conclusive research designs, the descriptive research design was selected for this study.

An exploratory research design is mainly used for gaining and developing a better understanding of the research being conducted, obtaining additional information, gaining new insight, discovering new ideas and broadening knowledge of the research variables (Schindler & Cooper 2009; Malhotra 2010; Creswell 2014). This means that an exploratory design acts as an initial design to the main research. It is therefore not conclusive as it provides only background information, clarifies difficulties experienced with research, establishes research priorities and develops research questions. For the reasons, this design could not be used for this study which required a conclusive design.

This study intended to contribute to solutions that may improve the performance of manufacturing firms that are currently experiencing performance challenges. Hence such a design must be conclusive in nature, adopt a formal structure and be systematic.

Apart from the above design, the causal design was also not selected for this study. Malhotra (2010) and Saunders et al. (2012), postulate that a casual research design provides evidence of cause-and-effect relationships among variables. Moreover, a casual research design is a planned and structured design. Saunders et al. (2012), contend that a casual design is a kind of research design that is appropriate for providing proof that certain variables affect other variables in one way or another. This design is therefore not applicable to this study given that this study did not focus on cause-and-effect phenomena. It also does not involve manipulation of some variables to determine cause-and-effect relationships.

107 (a) Conclusive research design

This study used the descriptive research design, which is a kind of conclusive research design. According to Malhotra (2010) and Saunders et al. (2012), a conclusive research design is generally formal, structured and used in studies where large and representative samples are implemented. The purpose of a conclusive research design is to test hypotheses and examine specific relationships. The design uses quantitative analyses to analyse data. The findings of the conclusive research design are conclusive, because they act as input in managerial decision making and in generating solutions to several operational difficulties (Malhotra 2010).

The descriptive design used in this study falls within the conclusive research design category, because it is formal and structured. It also seeks to examine the association between strategies and performance to address performance challenges affecting the Zimbabwean manufacturing sector. This study furthermore aims to generate findings useful to strategic decision making by managers in manufacturing firms in Zimbabwe.

(b) Descriptive research design

This study used the descriptive research design, which is suitable for studies that seek to describe a phenomenon without manipulation or control of any elements involved in the phenomenon (Malhotra 2010; Saunders et al. 2012). Descriptive research design provided an accurate and valid description of the variables understudy (Malhotra 2010). This design therefore provided the historical and detailed characteristics of strategies and their relationships with performance that was needed for assessing the impact of strategies on firm performance.

Malhotra (2010) suggests that the descriptive design be used in studies seeking to determine the degree of associations that exist among variables, which may be applied to make some future specific predictions. He adds that this design uses a pre-planned and formal structure to undertake the research process and to focus on prior specification of research hypotheses. Data in a descriptive research design are collected by means of surveys, panels and observation and are analysed by using quantitative approaches (Malhotra 2010).

This study used the descriptive research design because it enabled the researcher to obtain detailed description of strategies and their influence on performance during the economic crisis in Zimbabwe. The design provided an accurate and historical description of the strategies on which manufacturing firms focused and their impact on the performance of these firms.

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The selection of the descriptive design is justified in this study because it provided a structured and planned approach. This approach allowed the collection of large quantities of data from a total of 172 manufacturing firms in Zimbabwe and the generalisation of findings to the manufacturing sector.

4.9 Population and Sampling