Designing the research is an important step in order to identify the purpose of the study, the type of the data and information required, sampling and how data is analysed (Sekaran, 1992)
The main research design can be grouped into three main types as follows:
a. Historical Research Design
This is where the researcher investigates events or conditions that occurred in the past, attempting to establish the facts in order to draw conclusions about past events or predicting future outcomes. This method aims to shed light on the relevant theories, and analyse the data. Evidence is gathered from data, documents, observations, books, and statistics in order to draw conclusions on the solutions proposed by the research. (Sproull, 1995)
b. Experimental Design
This is when the research requires the control or manipulation of independent variables and observation of the consequences on the dependent variable. This type is based on the cause and effect method in order to generate the proposed understanding and in turn
the strength and results of variable relationships or causality (Balian, 1982; Sekaran, 1992; Sproull, 1995)
c. Non-Experimental Design
This design is used mainly when control over the variables is not required by the researcher. Variables sometimes do not have relational or causal effect. This is when other multiple factors exist frequently and affect themselves rather than the variables influencing each other. (Sekaran, 1992; Sproull, 1995).
Research can be approached in either of the following ways or a combination of them wherever required:
4.3.1 Quantitative Versus Qualitative
These are the two main approaches followed by researchers when undertaking non- experimental research designs. The quantitative approach looks for numerical data providing different types of measurement. Variables are classified, scaled, and tested in order to provide evidence of causality or correlation. This is used usually to test a specific set of hypotheses and establish the relationship among the variables. The principal forms of data collection used in this type of approach are survey methods such as questionnaires, structured interviews, or statistical data. Variables are characterised mostly by numerical value in order to apply statistical tests on them, eventually to establish the understanding of interrelationship or causality among variables. (Collis & Hussey, 2003; Saunders, Lewis & Thornhill, 2007; Balian, 1982).
• Survey Method
Data can be collected in various ways. The choice depends on factors such as the time span and the cost associated with each way. The survey method is proven to be a practical approach for collecting data and to be used for cross comparison whenever required. For example survey questionnaires are widely used and are considered to be the most cost effective way to capture data.
The questionnaire comprises predesigned questions structured around the research variables on which respondents provide their input. It is meant to capture specific data and information across the research sample. There are different ways to administer the questionnaire. This can be personally, by mail, email, or by web enabled software. Each has its own pros and cons in terms of convenience and accuracy (Sekaran, 1992; Sproull, 1995)
• Structured Interview
This tool is used when the researcher conducts an interview following a set of prewritten questions. The aim is to make sure that the respondent fully understands the questions in order to provide accurate responses. Also, this way can be efficiently exercised when conducting research across countries. Language can be a challenge and subject to deviation from its main understanding when questions are translated. This way can be costly, time consuming and hard to apply when the research sample is large (Balian, 1982; Sekaran, 1992; Sproull, 1995),while the qualitative approach is devised to look at a stream of subjective perceptions, attitudes and opinions, (Collis & Hussey, 2003, and Saunders, Lewis & Thornhill, 2007).
On the other hand, qualitative research is used mainly when the situation requires more in depth information. Information is obtained in the form of respondents’ words, opinions, and views extracted through unstructured interviews and observations, (Sproull, 1995)
• Unstructured Interview
This is an interview where the researcher does not follow a rigid framework of questions. It starts with open ended questions or broader opinions touching upon the surface of the research variables followed by in-depth and more focused questions investigating the research theme, (Balian, 1982; Sekaran, 1992; Sproull, 1995).
• Case Studies
This method is considered the most widely-established one used in management research. It exploits many types of data collection over a period of time such as interviews, historical records, documents, and observations. It is used mainly to provide a generalisation to a theoretical proposition. It is used purposely to investigate research problems which are predefined in literature review and explored throughout case studies, (Cohen, Manion & Morrison, 2003; Yin, 1994)
• Triangulation
This is when the researcher obtains data and information via both qualitative and quantitative methods within a single framework. This is used mainly when the researcher introduces various types of measures for the required variables. Consequently, this requires both ways in order to provide a complete picture of the problem statement and in turn the proposed outcome, (Sekaran, 1992).
4.3.2 Basic Versus Applied
Basic research is used to add to the body of knowledge without looking at the applicability of such knowledge. While applied research takes those findings and tries to apply them to particular situations or order to model the applications of the outcome, (Collis & Hussey, 2003: Saunders, Lewis & Thornhill, 2007).
4.3.3 Deductive Versus Inductive
Deductive research moves from a general stream of thoughts, ideas, and theories towards a particular and specific situation. While inductive research moves from the particular to infer or introduce broader ideas or theories, (Collis & Hussey, 2003: Saunders, Lewis & Thornhill, 2007).