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The research is usually associated with inductive theory, where the theory is the outcome of the research, and the process of induction involves drawing generalizable inferences out of observations. 'The inductive approach, involves collection of data and develop theory as a result of your data analysis', Saunders et al, (2003,p85).

Qualitative Versus Quantitative

Wright and Crimp (2000, p374-5) argued that qualitative research uses 'description by words and pictures', while quantitative research uses 'measurement and number'. Hague and Jackson (1999, pp 17-8) argued that quantitative research emphasizes accuracy whereas qualitative research emphasizes 'understanding' rather than simple measurement. Hague (1992, p123) also argued that qualitative researches enables researchers to better understand the subject matter more so than quantitative researches.

In conclusion, quantitative research emphasizes the accuracy and quantity dimensions while on the other hand, qualitative research emphasizes the nature or quality aspects. Therefore, following the nature of the problem posed in this study and flexibility of qualitative approach, this study utilizes a more qualitative approach.

The Business /Marketing Research Process

The research process is the route map of any type of research. Aaker et al (2004, p. 43-5), argued that any research activity or study involves seven steps including the agreements on the research process, establish research objectives, estimate the value of information, design the research, collect the data, prepare and analyze the data, report the research results and provide strategic recommendations.

The Research Design Process

The research design is the key point to make sure that research aims will be fulfilled. According to Aaker et al (2004, p73), 'a research design is the detailed blueprint used to guide a research study toward its objectives'. They also argued that a research design contains two sub-steps, the research approach and the research tactics. Research approach guides the way the research information is obtained including, exploratory, descriptive and causal research and the tactical research decisions will then need to be made. These usually includes identifying the population, designing the sampling size and methods to use, determining how the primary data will be collected, including survey, observation, questionnaires, interviewing (structured or semi-structured interviews), and methods and so on.

Robson (2003, p80-1) argued that five key aspects should be considered when designing a research like purpose, theory, research question, method, and sampling strategy.

Sampling Methods

It refers to obtaining a manageable part of an object/ population that supposedly possesses the same qualities as the whole, (Swetnam, 1997p.40)

Aaker et al (2004, p373) believed that sampling is useful when the population size is big, cost is limited and time is limited. They argued that time spent on research would be limited if sampling is used properly and hence the qu本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。