Deductive and Inductive Methods in Conducting a Research - Dissertation Example

?Chapter III Methodology 3 Research phenomenon The global economic recession has brought back a shift in the employment pattern which in turn affects the education and career requirements. The recession has also impacted the international student’s inflow at the UK universities. The phenomenon under study is what marketing strategy should be adopted to attract international students. Literature review has given an approximate idea of the number of students that come from different countries. This information helps select the right target segment and focus marketing attention on that segment. As found in the literature, psychic distance is critical to strategy formulation. Accordingly, the cultural attitude and the behaviour of the target segment are essential to devise the right marketing strategy. The students have become demanding and the programme curricula need to be revisited to suit the changed economic environment globally. DEDUCTIVE AND INDUCTIVE METHODS There are several ways to conduct research and the two most common ways are logical positivism or phenomenological interpretation. Logical positivism allows the hypotheses to be formulated in advance and is quantitative in nature based on experimental methods (Amaratunga et al, 2002). In implementing this method of research the researcher should ensure independence of the observer from the subject being observed. In the interpretive method, a qualitative approach is used and efforts are made to inductively analyse and understand the experience based on the context in which it has been set. This approach does not accept the belief that objects of experience are independent events. Regardless of the method used, the research process must fulfill the purpose of the research, answer the research questions and achieve the objectives and aim of the study. To take an informed decision, the research methods will be evaluated based on the purpose of the research, the time availability, aims and objectives, and the sample size including the subject of research. 3.2 Research approach A qualitative approach will be adopted for this study as, in the words of Knox (2004), this approach enables the researcher to have an insider perspective on social actions. Insider perspective is essential to get an idea of the demands of the students and the current changed environment due to the economic downturn. The scenarios may differ across circumstances and this approach will enable to articulate different scenarios while also enable to study the phenomenon under natural settings. Moreover, since interviews will be conducted, it may not be possible for the researcher to observe independence from the subject being interviewed. Hence a quantitative approach is not possible, and a qualitative approach is justified. 3.3 Research strategy Both primary and secondary data will be collected through the qualitative method. This method will help explore new ideas effectively. DATA COLLECTION Secondary data is essential to achieve the first objective, which is to evaluate the current international marketing strategy adopted by universities globally. Data has been sourced through academic journals and reputed websites. The study finds that the traditional marketing principles cannot be applied to the field of HE. The situation differs and other factors such as faculty selection, their reputation and experience, the image of the institution, and the curricula changes are important factors that need to be looked into. Market selection process is critical to the success of the strategy in international marketing for HE. The second objective too has been evaluated through secondary data as it pertains to evaluating the drivers of change in the current environment. The change in the environment has been ascertained through journals and reports which have helped to analyse and understand the changed educational requirements of the students. Since data on these issues were available in plenty, the relevant ones have been segregated and the unimportant ones eliminated. Data from secondary sources have their own importance and relevance in any research as they help generate new ideas through reflection (Feurer & Chaharbaghi, 1995). Primary data has been collected to achieve the third objective which is to determine the factors that influence the location decision in the field of tertiary education. Data has been collected from the current students, faculty and the marketers of a London based college that has been attracting international students. Qualitative primary data has been collected through in-depth interviews of from one member from the management team of least three different universities/colleges in London. Interviews reveal the subtle realities that form the basis of any decision-making. It was considered essential to understand on what basis the management determines the academic courses and the requirements. Interview offers flexibility of time, place as well as questions, which can be re-framed as the interview progresses (Herod, 1993). Social and personal matters cannot be revealed through telephonic interviews and hence face-to-face was considered necessary to capture the emotions and the right reasons. The interview questions were intentionally kept open-ended as it permits re-framing and reformulating the questions depending upon the responses. Questionnaires survey has been conducted among the international students to determine the circumstances under which they have managed to come to the UK, the problems and barriers they faced, and what according to them could attract more international students. 3.4 Research Design To determine the international marketing strategy that the UK universities should adopt, knowledge of the factors such as location decision, education and career requirements are considered essential. The literature review also suggests that students desire substantial information before they make a decision. Information such as these have been helpful in designing the questionnaire. This is essential to achieve the research objectives. Thus, a London based college that has been receiving overseas students but the number has reduced in the recent past, has been the focus of this research. In addition, attempts have also been made to collect data from two other similar universities/colleges. Questionnaires design (Appendix A) The survey through questionnaire has collected data on the students’ and guardians’ aspirations/expectations from the UK colleges. The first set of questions deal with the factors that would tell the researcher of the marketing efforts made by the University. As such, the questionnaire collects information on how students evaluate the website, and what factors helped the students to select the University. The responses would help in guiding the Universities in the UK of their future strategies in promotion and advertising. The next set of questions deal with the student experience at the University. Information on the curriculum, courses, faculty and other facilities have been gathered from the students. This is relevant to the study as the marketing strategy would be based on altering the marketing lix elements. The third set of questions deal with the concept of psychic distance and cultural exchanges at the University. It also gathers information on the overall impression of the students about the University. Interview design (Appendix B) Interviews have been taken of at least one member from the management or faculty at each of these institutions. Attempts have been made to ensure that the member has been with the concerned university for a period not less than three years. This is essential because one has been with the University for a considerable period of time would be able to give proper information on courses and curricula, as well as on student recruitment. The information generated through the questionnaire would then be corroborated with the responses collected through interviews of the management members from three Universities. This would reveal the gap between the students and management perception of services and other factors. It would also highlight to what extent the management is aware of the changes in the education sector and if they are aware of changes in student demands. The interview questions would aim to determine the reasons why students were attracted to the university and to what extent enrolments have been affected. Attempts would also be made to try and understand what according to the management, could be changed to attract more overseas students. The interview would also seek to evaluate which country sends the largest number of students and what is their choice of subjects/career. Data analysis Data collected through interviews and questionnaires would be used to evaluate the situation through the use of tools such as SWOT analysis and Porter’s Five Forces (though not limited to these). No statistical calculations would be done but the data would be presented in the form of charts making it easier to understand the current situation. These would help understand the dynamics of the changed environment and arrive at the appropriate marketing strategy that the UK colleges should apply effectively during the economic downturn. Ethical concerns Ethical issues can arise in any research process at each stage right from the time of secondary search and carry on up to the data collection stage (Sami, 2008). Ethical concerns can even arise during the questionnaire designing process and during the interviews. However, no coercion was exerted on the questionnaire respondents to participate in the survey. Informed consent was taken as per the statutory requirement, and the purpose of the research was informed to all of them. No incentives were offered and they have also been assured of anonymity. They have been assured that their personal details would not be shared with anyone and would be used solely for the purpose of the research. Since the Universities would benefit from the outcome of the research, the management expressed eagerness to participate. The transcription of the interviews has been destroyed after assimilating data. The interview responses have also been destroyed to avoid misuse. Precaution has been taken to ensure no unethical participation takes place. Citations for the secondary data have been provided thereby respecting and acknowledging the intellectual property of the researchers. Appendix A Questionnaire 1. Which country do you hail from? 2. How did you come to know about this University? 3. What factors made you select this university? Reputation/courses on offer/fees/recommendation/placement services 4. Was the fee affordable? 5. Were any scholarships on offer from the University? 6. Was the website useful? 7. Did it contain sufficient information about the courses/curricula/faculty? 8. Did you face any problems/delays in immigration formalities? 9. Were all your expectations met upon arrival? 10. Were all promises fulfilled at the University? 11. Did you get the subjects of your choice? 12. Did you have to compromise on the choice of subjects? 13. Are you happy with the services/facilities at the University? 14. Is the teaching faculty from the business world? 15. Do you feel any cultural barrier during interactions with other students? 16. Do you feel any cultural barrier during interactions with the administrative staff and the teaching faculty at the University? 17. Was any cultural orientation provided at the University at the start of the semester? 18. Are you satisfied with the face-to-face teaching facility? 19. Is the student-faculty interaction optimal? 20. Do you think you would recommend this university to others? Appendix B Interview questions for the management 1. How long have you been associated with this University? 2. What is your experience in HE marketing before this university? 3. Do you think recession has impacted student recruitment from overseas? 4. Which are the main nations from which you have students enrolled for the current semester? 5. What marketing efforts were made by the institution to recruit students? 6. How are your fees comparable to other institutions of equal standing? 7. Is your teaching faculty from the business world with relevant experience? 8. Do you use latest technology for class-room teaching? 9. Are the students allowed personal time with the faculty? 10. Do you have student exchange programme to foster better inter-cultural exchanges? 11. Do you conduct market research/exit interviews of students to understand if their expectations have been met? 12. What advertising tools do you use to reach prospective students from different nations? 13. Do you take into account psychic distance when formulating the marketing strategies in different markets? 14. Are the curricula changed/reviewed regularly to keep up with the current trends? 15. Do you have a quality assurance department to evaluate what changes could add value for the students and the institution? Read More