Research Approach

Abstract

In chapter 2 the existing theory and research was reviewed with respect to the research objective and questions in the focus of our study. In this chapter, we present our research approach regarding how to derive answers to those questions. It is generally acknowledged in social sciences that research approaches should derive from the intent and objective of the research (Punch, 1998). Even though each research paradigm has its own distinctive characteristics, the researcher must still choose from a large overlapping range of methods and instruments to gain the desired insights. This choice is mainly driven by the research questions, the acknowledged methods in the underlying research discipline, and potentially, the methodological shortcomings of previous attempts (Punch, 1998). However, this decision also always reflects the researcher’s ‘view of the world’ (Guba & Lincoln, 1994; Morgan & Smircich, 1980). As the overall scientific approach chosen, including research methodology and research design, will determine the outcomes of the inquiry, it is necessary to provide the reader with the underlying assumptions so that the setup, results and contribution of the study can be properly interpreted.