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other conditions of my research project. Therefore, we adopt the interpretivism philosophy of an exploratory nature in this study.

3.2.2 Research Approach
Inductive and deductive approaches
There are two basic research approaches available when conducting business research including deductive and inductive methods (Saunders et al., 2000). Their characteristics are described in the following table:
Table 3.1 Comparison of Deductive and Inductive Research Approach
Induction emphasizes Deduction emphasizes
-gaining an understanding of the meanings humans attach to events -scientific principles
-a close understanding of the research context -moving from theory to data

-the collection of qualitative data -the need to explain causal relationships between variables
-a more flexible structure to permit changes of research emphasis as the research progresses -the collection of quantitative data
researcher independence of what is being researched
-a realization that the researcher is part of the research process the application of controls to ensure validity of data
-less concern with the need to generalize -the operationalisation of concepts to ensure clarity of definition
-a highly structured approach
-the necessity to select samples of sufficient size in order to generalize conclusions
(Saunders et al., 2003)
The deductive approach is usually regarded as an effective way to test theories, where people develop a theory and a hypothesis (or hypotheses) and design a research strategy to test the theory (Saunders et al., 2000). The focus is on whether or not the suggested theory fits, and is appropriate for the organization (Saunders et al., 2000; Seddighi, 2000). The deduction to research owes much to what we would think of a scientific research, in which you develop a theory and hypothesis and design a research strategy to test the hypothesis (Saunders et al., 2003).On the other hand, inductive approach is usually used to build theories, in practice, people need to collect data and develop theory as a result of data analysis. Nevertheless, the two methodologies are not mutually exclusive, in reality; they are often used jointly in business and management studies (Seddighi, 2000). However, it is important to point out that the choices of research approach should base on the research question and research objectives.

Therefore, there is no question that the inductive approach is appropriate for this particular research. I will use the inductive approach, from data to theory, by collecting the data first and then developing new hypothesis as a result of the data analysis. In reality, the research focuses on not only understanding why something happens in the business sector but also describing what happens. As the inductive approach usually only tell people why something happens rather than describe what happens (Saunder et al., 2000), it would have advantage to combine the two approaches in this particular research according to the nature and purpose of this research.

Quantitative and Qualitative Approach
There are two main types of marketing research in terms of the two, essentially different types of data that are generated by fundamentally different research approaches-quantitative and qualitative methods (Adcock et al., 1995).

Quantitative research involves the collection of information that can be expressed using a numerical measure (Brassington