3.

Methodology
3.1 Introduction
Selecting the right methodology for research is an important task that can never be
underestimated since it has a large influence on the relevance of information extracted and,
subsequently, the whole research. The purpose of this chapter is to illustrate and critically
evaluate the research methodology chosen for collecting the primary data.
The chapter begins with the explanation of research questions, followed by the method of
conducting research and the reason why this method is chosen. This chapter discusses and selects
the research methodology to achieve the research aim following a systematic and recognized
research plan.

3.2 Introduction to Methodologies

3.2.1 Research Approach
In reference of the concept proposed by Dubois and Gadde (2002), Saunders et al. (2009)
discussed two research approaches Inductive and Deductive. Inductive research approach
proposes the development of the theory based on the analysis of empirical data. On the other
hand, deductive research approach begins with the existing theoretical concepts and suggests
theory assertion or amendment by putting it in the empirical parameters. To develop a theory,
inductive research approach is functional and to verify an existing theory, deductive research
approach is functional. In addition, Saunders et al. also described the method of qualitative and
quantitative research approaches. Quantitative research approach is applied when the empirical
data are numeric in nature, where collected data are analyzed using MS excel or SPSS kind of
mathematical and statistical tools. On the other hand, qualitative research approach is useful
when collected empirical data are non-numeric kind such as words and pictures, where the data
analysis essentially depends on a self perspective and judgment of the researcher.

3.2.2 Method of Research

Social scientists make a distinction between two broad methodologies utilized in collecting data:
qualitative and quantitative approaches. The choice between these two methodologies depends
upon the suitability in answering particular research questions.
Before discussing each of them in detail, it should be noted that qualitative and quantitative
methods should not be placed to compete against one another. As Malhotra (2004: 137) posited,
it is a sound principle of marketing research to view qualitative and quantitative research as
complementary, rather than in competition with each other. Or in other words, qualitative and
quantitative approaches have their own domain that can best clarify the research issues and can
be complementary to each other. Consequently, selecting one method does not signify the flaws
of the other one. Instead, the chosen methodology can serve the research more appropriately.
Qualitative research concerns with the findings that are not subject to quantification or
quantitative analysis (McDaniel and Roger 2002). It is best suitable for answering questions

relating to social organization and processes (Cuba and Cocking 1997), as well as cultural
phenomenon (Myers 1997). Although qualitative researchers may report numerical findings to
support their arguments, this methodology mainly deals with illustrating the richness and
expressiveness of social interaction as it occurs within specific contexts (Cuba and Cocking
1997). Data gathered from qualitative research facilitates researchers to understand the world or
phenomenon from the perspectives of respondents (Kaplan and Maxwell 1994; Myers 1997).
Some of the most frequently used qualitative techniques are participant observations, interviews,
ethnography, group discussion, and document analysis.
Comparing to quantitative research, several advantages of qualitative approach can be pointed
out, including costing cheaper, gaining in-depth understanding of research subjects, the ability to
develop the efficiency of quantitative research, and flexibility (Aaker 1998; Kvale 1996;
McDaniel and Roger 2002). Nevertheless, qualitative research is not a method without
weaknesses. Several critical criteria of this type of research are its reliability, validity,
generalisability and subjectivity (Bryman 2004; Silverman 2000).
As opposed to qualitative research, quantitative research is useful to study statistically meaning
of involving variables by the approach of mathematics (McDaniel and Roger
2002). the results obtained from this method are frequently expressed in statistical form. On this
basis, quantitative researchers seek to make inferences about a larger population from which the
sample is drawn (Cuba and Cocking 1997). Quantitative techniques include survey methods,
formal methods (e.g. econometrics), and numerical methods (e.g. mathematical modelling)
(Myers 1997). With its strong statistical analysis capability, high reliability and generalisability,
quantitative research is extensively used by marketing researchers and is well-recommended in
conducting research.
The main differences between qualitative and quantitative research can be summarized into 15
aspects, as shown in Table 1.
Table 1: The Differences between Qualitative and Quantitative Research
Qualitative Research

Quantitative Research

Types of questions

Probing

Limited probing

Research strategy

Unstructured

Structured

Scope of findings

Ideographic

Nomothetic

Sample size

Small

Large

Amount of information Substantial

from each respondent

Vanes

Relationship between
researcher and subject

Close

Distant

Researcher's stance in
relation to subject

Insider

Outsider

Requirements for
administration

Interviewer with special skill

Interviewer with fewer special

skill

Relationship between
theory and research

Emergent

Confirmation

Nature of data

Rich, deep

Hard, reliable

Types of analysis

Subjective, interpretive

Statistical, summation

Hardware

Tape recorders, projection

devices, video recorders,
pictures, discussion guides

Questionnaires, computer,

Degree of replicability

Low

High

Researcher training

Psychology, sociology, social

psychology, consumer
behaviour, marketing, marketing
research

Statistics, decision models,

decision support systems,
computer programming,
marketing, marketing
research

Type of research

Exploratory

Descriptive or causal

printouts

Based on the above discussion, quantitative research was chosen as it best fits the nature and
purpose of this study that attempts to understand Thai consumers perceptions and attitudes
toward foreign versus domestic apparel products. Another reason is that since almost all the
researches in this area employed quantitative research, applying the same methodology therefore
allows comparison with prior results made in other studies within the same context. Consumer
Perception and Attitude towards Foreign versus Domestic Apparel in Thailand 38 to be more
precise, a survey method, one of quantitative techniques, was selected. It represents an inquiry
which gathers information from a selected sample through a questionnaire. This technique is
often undertaken to learn about peoples knowledge, beliefs and preferences, and to assess the
view of general population (Kotler 2000).

3.3 Research Design for the Project

3.3.1 Research Approach for the project
The project aims to apply existing theories on customer perception on domestic product and
foreign products and therefore deductive research approach is suitable. Moreover, customers of
this relevant project will be approached for data collection through questionnaire survey from
where numeric empiric data will be collected and therefore quantitative research approach is
suitable.

3.3.2 Research Strategy for the project

The research project is to assess customer involvement in their perception on domestic product
and foreign products. The research strategy chosen for this project is case study. The
underlying principle behind this is that the study is to investigate comprehensively the
involvement of customers and their perception in relation of using domestic products and foreign
products.

3.4 Data Collection and Analysis

Regarding the sources of data collection, Saunders et al. (2009) described both secondary data
and primary data. Primary data are those which are collected by the researcher directly from the
sources. Secondary data are those which are collected by other researchers and institutions to
meet the other research aims. In this case, the researcher collects data from secondary sources
and intends to apply them to realize their own research purposes. It infers that primary data are
more suitable compared to secondary data on exactly meeting a particular research purpose.
However, the primary data collection is time consuming and costly; on the hand, secondary data
collection is relatively fast and economical. The purpose of this research study is to investigate
the involvement of customers perception on domestic products and foreign products. To achieve
this research aim, two types of data are necessary to collect. For the first type, data are needed to
collect from secondary sources such as documents, reports, newspaper articles etc. For the
second type, data are needed to collect directly from the customers using domestic products or
foreign products through questionnaire survey and therefore data gathered will be primary data.
Ten closed ended questionnaire and two open ended questionnaire will be developed so that a
precise answer can be found with a minimal effort of the respondents. Number of questions in
total is twelve to gain a overall idea of the subject. Preliminary sample size for questionnaire
survey based primary data collection from customers is around 100 that are selected on random
sampling basis. In front of the popular shopping malls and markets customers will be
approached to fill the questionnaire. As the major part of empirical data is quantitative in nature,
the analysis will be carried using the computer-based statistical package such as MS Excel.

3.5 Presentation of the Results

Empirical data will be mainly quantitative in nature. Analysis will be done in assistance of MS
Excel. The results of the data analysis will be presented using MS Excel generated graphs and
charts. The explanation and rationale will be given along with every graphs and charts included.

3.6 Scope of the Study

The research topic is centered on no other business aspects but implications. In addition, the
perception of customers is intended to assess in relation to using of domestic product and foreign
products, though many other factors are involved in the process of customer perception.

3.7 Ethical Consideration

Research ethics will be strictly maintained following the given guidelines. To fill the
questionnaire no one will be compelled. In front of the popular shopping malls and markets,
customers will be approached to fill the questionnaire. Questionnaire will be filled only when the
approached customers express their willingness. Identity of the respondents will not be disclosed
so that respondents will not face any unwanted inconvenience.

3.8 Validity and Reliability

Validity is the extent to which a test measures what it claims to measure. For the research validity
data collection methods have been developed exactly following the requirement of the research
objectives moreover, data will be collected without the respondents biasness and analyzed
without researchers biasness. For the research reliability, each and every step of the projects will
be carried following a structured plan so that the same research can conducted by others
following the given plan will have similar results.

3.9 Limitations
The limitation is the evaluation of innovation is discussed on the basis of none other aspects but
customer involvement and perception. The study also intends to conduct on the basis of only a
limited number of sample customers of a certain place and hence similar studies are necessary to
carry out in some different setups to have more research validity and Generalizability.

3.10 Chapter Conclusion

This chapter discussed and selected research methodology. Under deductive research approach
the study selected case study research strategy to achieve the research aim collecting data from
the customers using questionnaire data collection tool which produced quantitative data that were
analyzed using MS Excel in the following chapter.