Methodological Issues in Interviewing - Dissertation Example

Methodological Issues in Interviewing Definition of Methodology Methodology refers to the systemic analysis of methods that are applied in a field study (Denzin& Lincoln, 2012). It comprises of both the theoretical analysis of the methods as well as the principles that are used in the understanding of a particular subject of study. Methodology encompasses the procedures by which the individual carrying out the study goes about the work of describing, analyzing, explaining and describing a particular phenomenon (Greetham, 2014). It includes the interviews, surveys, publication research and all the relevant research techniques that allow the researcher to find solutions and answers to the formulated research question. Methodology is important in research because it helps the researcher answer the formulated research question (Percy et al., 2015). The type of methodology adopted in a study is influenced by the nature of the reaches and the topic that is being studied. When a researcher is deicing on the methodology to adopt for a particular study, he/she must think of how the research questions and the hypotheses are going to be addressed. The methodology should clearly describe how the study can be replicated in another situation. Every stage of the process must be explained and justified. Secondary Research Krueger (2008) describes secondary research is an approach to research in which existing information is summarized, collated, and synthesized. In secondary research, the researcher uses information and data that had been collected by other researchers. A variety of sources are used in secondary research. They include letters, documents, previous primary studies, books, journals, dairies, autobiographies, and archival records (Saunders et al., 2009). Magazines articles, marketing reports and data form company websites can also be used in secondary studies. There are several advantages of using secondary research. First, it saves the researcher a lot of times. In this approach, the researcher does not have to go to the field to collect primary data. On the contrary, he uses information that is already documented. This allows him to spend more time in analyzing the data (Saunders et al., 2009). Secondly, secondary research allows the researcher to approach a subject or topic of study from different perspectives. The use of a variety of sources to collect data allows the researcher to understand and evaluate the perspectives of other researcher on the topic of study. Secondary research also gives the researcher general background information on the topic of study. This is done by accessing historical data on the topic of study. It is however worth noting that the researcher must critically evaluate the validity and the reliability of the data collected to ensure that the information included in the study is appropriate. In this study, secondary research was applied by obtaining data from previously data studies. The data was collected from journals and articles. A lot of previous research has been done on the topic of sustainability and technology. In the literature review, data from previous research on the sustainability of fashion in the context of the new technological development was collected, analyzed and evaluated to help in answering the research question. From the previous studies, it is apparent that advancement in technology over the past few decades affects all the sectors and aspects of normal day to day life. Fashion also faces the same treatment as all theother sectors of the society. Some of the areas that have been studied in previous research works include preservation, reduction of pollution, remanufacturing, sharing of eco-friendly information, and education on the conservation of the environment. The secondary resets contain information that can be used in carrying out an in-depth and detailed exploration to the topic of study. The focus of this study is to explore how technology influences sustainability in the fashion sector. Therefore, secondary research provided different perceptions on the issue. The resets contained information on the respondents’ behaviour, needs, desires, and routines with regards to the issue of sustainability and this made it easy for the researcher to understanding the views and the conclusions in the sources. Although secondary research is instrumental in answering the research question and understanding the subject of study, the secondary resets had two main shortcomings that may affect the validity of the study. The first limitation was that the data obtained from some of the sources could not be used to make conclusive statements on the topic of study. Secondly, some of the studies addressed specific aspects of sustainability instead of the whole issue of sustainability. Primary Research Primary research is a study that involves the actual collection of primary and first hand data to be used in answering the research question (Saunders et al., 2009). In this research, the researcher collects first hand data to be used in answering the research questions. Primary research ensures that the study is valid reliable and practical (Warren &Karner, 2005). The aim of this research is to explore how technology is improving sustainability in fashion. As a result, there is the need to understand how technology is impacting on various elements of sustainability including better manufacturing, reduced pollution, better packaging, use of eco-friendly materials and green stores. To be able to fully get an insight into the impact of technology on sustainability, it is imperative to gather the perspectives of different respondents and parties in the fashion industry. This way, a compressive and detailed interpretation that will help in understanding the relationship between technology and sustainability will be possible. This will be achieved by collecting first-hand information and data through primary research. This will involve collecting information on the topic of study from different participants. The data collected is to be used by the researcher to make conclusion on the subject being studies. It will also provide provides an enriched insight into the concept of sustainability. Research Approach A careful analysis of various philosophies used to carry out research work reveals that the best research philosophy that can be used in this study to evaluate the influence of technology on sustainability of the fashion industry. According to Saunders et al. (2009) inductive approach is involves the use of a small sample and in depth investigation to be able to have clear insight into the subject matter. The inductive approach is known to benefit the researcher by permitting him to draw a conclusion from one or more facts of evidences that support one another. This goes a long way in helping in researcher understandthe research context and providing. Moreover, it provides an enriched insight into the meaning that social actors attach to a particular issue. Research Method and Design Research Method Primary studies can either be qualitative or quantitative. Quantitative research is a systematic study in which observable phenomenon is investigated using mathematical, statistical, or computational methods. On the other hand, qualitative research is an interpretive approach that seeks to provide an exploration of a given phenomenon or the world, especially in the exploration of observed behaviors (Denzin& Lincoln, 2012). Qualitative research will be used in this study. Researchers from different fields of study have adopted qualitative research methodology to inform the exploration of how, and why, an observed behavior exist. Qualitative research provides an efficient way of determining why people behave in a certain manner in a given situation (Greetham, 2014). It allows for an in-depth and detailed exploration to inform the underlying motivations of an observed behavior (Percy et al., 2015). The focus of this study is to explore how technology influences sustainability in the fashion sector. Therefore, qualitative research methodology is better suited to facilitate the study inquiry. According to Kothari (2006), qualitative research provides an insight into the setting of a particular problem and helps in generating ideas and hypothesis that can be used for future studies. According to Singh (2015) the sample in a qualitative study uses a small number of non-representative cases. Such representations are normally selected to fill a given quota. Unstructured and semis structured techniques are usually used in these studies. These may include individual in depth interviews or group discussions. In the analysis of the data obtained from the study, no statistical method of data analysis is used. Due to this, it tends to be subjective. Krueger (2008) avers that the outcome of qualitative research is explanatory and investigative. The findings are not usually conclusive and cannot therefore be used to make generalized views about the interests of a given population. The outcome of the study is however one that can be used to develop initial understanding and in making sound base for future or further decision making. Advantages of Qualitative Research There are several advantages of qualitative research that makes it suitable in the study of how technology influences sustainability in the fashion industry. Qualitative research study reviews details about the human behaviour personality, perspective ad characteristics which are important to a given area of study and cannot be obtained through the quantitative methods (Ponterotto, Mathew &Raughley, 2013). Secondly, such studies usually contain information on the respondents’ behaviour, needs, desires, and routines (Fassinger & Morrow, 2013). As a result, it makes it easy for the research to make valid conclusions about the topic of study. While quantitative study requires the standardizations of data that is obtained to allow for statistical comparison, this is not the case with qualitative research as it needs flexibility to allowing the researcher to respond to issue that arise during the course of the study (Hoare & Hoe, 2013). Moreover, this approach allows the research to follow data collection rather than performing statistical analysis and hence allow the researcher to look for the trends that are inherent in the topic or issue under study (Finlay, 2005). Finally, qualitative research does not require the use of a large sample group like the one that is used in quantitative research and this therefore mean that if planned and executed well, the study may take a shorter time than the quantitative research since not a large volume of data will be analyzed (Baker & Foy, 2008). Limitations of Qualitative Research Although qualitative research is best suited for the present study, it has some limitations that may affect the outcomes of the investigations. The first limitation is that the results that are obtained from the qualitative research studies cannot be used to make conclusive statements on the particular topic of discussion. Secondly, qualitative research tends to be more subjective and dependent on how the researcher’s view what the respondents say about a particular issue that is being studied (Bryman, 2012; Hart 2006).The data that is obtained from the qualitative studies through the identification of common trends cannot be subjected to statistical analysis and this means that it is difficult to validate the results and outcome (Bernard, 2012). The other limitation of the method is that qualitative studies cannot be automated during the data collection stages the same way the quantitative data collection can be effectively automated (Gray, 2014). This makes the study to be extremely time consuming and expensive especially in cases where a large sample group has been selected for the study. Since the data collection process cannot be automated, it is normally common for the qualitative studies to use a small sample group. As a result the study tends to have less statistical power as compared to the quantitative studies when it comes to identifying and varying the main issue that are associated with a particular topic of study (Warren &Karner, 2005). Justification of the Research Method Qualitative research method is appropriate when the study focuses on observed behaviors and trends (Percy et al., 2015; Denzin& Lincoln, 2011). Hyett et al. (2014) state qualitative research seeks the understanding of the underlying motivations and reasons in a given phenomenon. On the other hand, quantitative research involves empirical investigation of phenomena using mathematical techniques, with a view of generalizing the population from the sample results. The aim of this study is not to quantify the effect of technology but rather to explore how technology influences the sustainability of the fashion industry. Also, this study does not seek to explore the relationship between variables as depicted in the quantitative study, but to explore the motivations and reasons of the outcome. Therefore, quantitative research method is not appropriate for the study. Hyett et al. (2014) asserts that quantitative study involves empirical investigation of phenomena using mathematical techniques. This means that the phenomena investigated should have numerical values. In this case study, interviews with participants will be conducted to gather data. There will be no numerical feedbacks in the data collected, thereby, nullifying the quantitative method of study. Research Design The present research will use the case study design. Baškarada (2014) states that a case study research entails an in-depth study of a unit in the effort to provide a greater understanding of a large class of similar units conducted at a particular period. It enables researchers to acquire a holistic view of the problem under consideration, which ultimately facilitates the description and explanation of the research problem (Leedy&Ormrod, 2013). Therefore, a single qualitative case study approach is appropriate for this study as the intention is to understand the holistic view of sustainability, with the intention of understanding how it is influenced by technology. A qualitative case study design is justifiable over other qualitative designs for several reasons. It is crucial to understand that a research design provides the guidelines and scope of research (Moll, 2012). The choice of a research design is heavily influenced by the research problem and the objectives of the study. Although other types of qualitative research designs such as grounded theory, ethnographic, narrative, and phenomenological exists, their scopes and objectives are not applicable for this study. For example, the narrative design is appropriate when the research objectives feature the life experiences and stories of individuals (Erford, 2014). However, this study does not seek the story of individuals, but an overview of how sustainability is influenced by technology in the fashion industry. The ethnography design is appropriate when exploring phenomena qualitatively, on an entire or a given culture in a defined natural setting (Pedersen, Draguns& Trimble, 2012). Since this research is not on culture elements, ethnographic research design is not appropriate. A phenomenological design is applicable when the researcher intends to explore participants’ understanding, views, and behaviors on given events (Erford, 2014). Similarly, this study does not test individuals’ perceptions, but to explore how technology affects sustainability trends. A phenomenological design is not appropriate for the study. A grounded theory design is applicable when the researcher’s intention is to explore a phenomenon based on the existing theories. This study is not theoretically oriented; therefore, a phenomenological design is not appropriate. According to Moll (2012), the selected study design should provide the guidelines and scope of the study. The Selection of a qualitative study design fully addresses the scope of the present study. The purpose of this study and the type of data has informed the choice of the case study over the other types of qualitative study designs. To provide an in-depth understanding of how technology affects sustainability, two fashion firms have been chosen as a case study. The information obtained from these two firms will foster greater understanding of how technology contributes to sustainability. Data Collection This study will use structured interviews to gather the information which is required to answer the research questions. This data collection approach entails the interviewer asking each of the respondents the same series of questions about the topic of study. Due to the nature of the structured interviews, there is generally little room for variation in the responses. To be able to ensure consistency, the questions will be standardized throughout the interview session. The structured interview adopted for this dissertation had five major characteristics. First, the interviewer/ researcher will ask the respondents the same series of questions related to the topic of study. The questions will have pre-determined set of structures based on the existing literature and knowledge on the subject matter (Murray, 2006). Thirdly, open ended questions will be included in the interview guide to provide flexibility to the respondents. The fourth characteristic is the standardization will done to ensure consistency and reliability of the data (Yin, 2009). Finally, the researcher/ interviewer asking the question will play a neutral role by avoiding giving his opinion or idea during the interview. Despite the existence of several qualitative approaches to research and data collection, structure interviews were selected due to various reasons. A structured interview gives the researcher the opportunity to provide information that would not be available via other methods, such as questionnaires. A questionnaire restricts the possible questions that can be asked and the answers available to the interviewee to a few discrete points (Rubin, 2004). It is an effective tool for providing quantitative measures of a population’s response to specific points, but is not as useful when little or no prior domain knowledge is available (McCracken, 2000). The use of structured questions will allows for a discussion that will be of great importance in unraveling the underlying issues in the study. In addition to this, the interviewee will be able to give the researcher a range of opinions and information through this data collection method (Denzin& Lincoln, 2012). Effort will be made throughout the study to ensure that data saturation is achieved. When qualitative research fails to reach data saturation, its quality and validity is undermined. Data saturation satisfaction occurs when the study passes the quality criterion, mostly measured based on its validity and reliability (Fusch & Ness, 2015). Data saturation in qualitative research is achieved when there is enough information to replicate the study. The ability to obtain further information regarding the study determines the saturation of data in a qualitative study. Therefore, a question on how many interviews to conduct is critical. This study will achieve data saturation by making use of purposeful and targeted interview that will facilitate the gathering of all relevant information to address the study question. Since the information will come from two fashion firms, the same information can be duplicated easily. This will be solved by focusing in relevant information. Obtaining information relevant to this study will ensure data saturation (Fusch & Ness, 2015). Data Analysis The aim of the data analysis process will be to determine what differences the various ways in which technology influences sustainability. This will be conducted qualitatively by comparison of the answers given by the interview subjects in each organization (Gummesson, 2001). While analyzing the data, it will be important to minimize research bias and errors. This is to be done by critically evaluating the responses collected from the participants to ensure that the meaning that is given to each response captures the actual meaning that the interviewee was passing across. 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