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and Pettitt, 2003). However, it includes not only numerical data such as sales figures, market share, market size and demographic information, but also the numerical aspects of other data, often derived from primary research, such as questionnaire-based surveys and interviews (Adcoco et al., 1995). Obviously, the quantitative research usually involves large-scale surveys that enable a factual base to be formed with sufficient strength to allow statistically rigorous analysis (Brassington and Pettitt, 2003). Therefore, the success of quantitative research to a large extent depends on establishing a representative sample that is large enough to ensure that the data collected are reliable and objective. Due to time and financial constraint, obviously, it is unpractical to conduct a truly quantitative based research regarding the timetable and the requirement of the research project. That is not saying that quantitative data will not be utilized in this project. In fact, it is important to obtain the quantitative data from secondary sources in order to support the argument.

Qualitative research, on the other hand, usually involves the collection of non-numerical data that is open to interpretation, such as customer’s opinions, where there is no intention of establishing statistical validity (Brassington and Pettitt, 2003). The essence of qualitative research is that it is ‘diagnostic’; therefore, it is especially useful for investigating attitudes, motivations, beliefs and intentions. In practice, they are usually based on small-scale samples; therefore, it cannot be generalized in numerical terms (Brassington and Pettitt, 2003). Chisnall (1997) further characterized the method as impressionistic rather than conclusive, he also pointed out that the approach could provide a better understanding of certain factors that might influence buying decisions. However, it is important to point out that the results generalized from the process are often subjective. But for all its limitations, qualitative research is an effective way to reflect the complexity of the interrelationships associated with marketing activities (Chisnall, 1997).

Table 3.2 The differences between quantitative and qualitative research methods
Quantitative methods Qualitative methods
•Emphasis on testing and verification
•Focus on facts and /or reasons for social events
•Logical and critical approach
•Controlled measurement
•Objective “outsider view” distant from data
•Hypothetical-deductive; Focus on hypothesis testing
•Result oriented
•Particularistic and analytical
•Generalization by population membership
•Emphasis on understanding
•Focus on understanding from respondent’s/ informant’s point of view
•Interpretation and rational approach
•Observations and measurements in natural settings
•Subjective “insider view” and closeness to data
•Explorative orientation
•Process oriented
•Holistic perspective
•Generalization by comparison of properties and contexts of individual organization
Source: Based on Reichardt and Cook (1979)

According to the objectives of my research, qualitative methods will be the main research method to provide intricate details and understanding in my project, because qualitative data is associated with such concepts and is characterized by their r