Dissertation-Methodology Part - Essay Example

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A number of brands for the golf drivers are available in the market and Nike is chosen for detailed analysis. This chapter clearly identifies…
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Dissertation-Methodology Part
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Download file to see previous pages Data collection methods and tools utilized for analysis are also discussed.
With the positivistic paradigm, the emphasis is on using measurement to find out the relationships between facts and causes of the phenomenon. This is “an essential element of the research process under this paradigm” (Collis & Hussey, 2003, p. 57). This approach is useful when there is a need to conduct statistical analysis (Collis & Hussey, 2003, p. 56).
A positivistic approach will be used and the researcher will be independent, will not be influenced by the subject of research, and will take “the role of an objective analyst” (Saunders & Lewis & Thornhill, 2000, p. 85). The major reason for this method as a choice for the study is because, quantitative researchers focus on the measurement and analysis of facts and causes. According to Denzin & Lincoln (cited in Silverman 2005), “qualitative investigators think they can get closer to the actor’s perspective through detailed interviewing and observation” (p. 10). With qualitative researchers, the emphasis is on the close relationship between the subject of research and the researcher where the value is in the social reality and the meaning of the social event or phenomenon. The qualitative approach relies on the quality and depth of data and does not focus on the “measured (if measured at all) in terms of quantity, amount, intensity, or frequency” (Denzin & Lincoln, 2000, p. 8). In addition, as Waters (2001) explains, the quantitative approach is based on “simplified representations of reality where real features are depicted by symbols” (p. 8).
The main benefits of choosing a quantitative approach to this research are as discussed below. Firstly, this method allows stating of the research problem in very specific and clear terms. Also there is a clear possibility to follow the original research objectives that have been set down and to arrive at more conclusive conclusions. Also this ...Download file to see next pagesRead More
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