CHAPTER NO 3

RESEARCH METHODOLOGY:

Research methodology enables researcher to achieve its objective by playing a vital role in
adequate data collection. Collecting valid & reliable data for conducting an effective research
work entirely owes to well defined methodology. A chosen research methodology is indicative of
the aims & objectives of the researcher. A well defined methodology requires the researcher to
focus different aspects of research like from nature of research and broad categories of
research (Houser 2007). A well elaborated research methodology encircles various aspects like
research philosophy, research approaches, strategies, choices, time horizon, research design
and instrumentation for data collection/techniques & procedures (Saunders et al., 2007).

I would describe my research methodology step by step using ‘Research Onion’ of Saunders et
al., (2007).

Figure no. 4: The Research Onion

Source: Mark Saunders, Philip Lewis and Adrian Thornhill 2006

PURPOSE OF STUDY:

The purpose of this study is to find relationship between various variables hence “exploratory”
research appears best for it but according to definition descriptive best suits the situation
(Zikmund 2010; Saunders et al., 2007). Some researchers hold different stance e.g. according
to Cooper and Schindler (2006, p.143) for academic purpose the research that best fits the
purpose is “exploratory” research. It enables the researcher with blur idea to move ahead. But
according to Zikmund (2010) level of uncertainty governs the type of research the absolute
ambiguity gives rise to exploratory research whereas presence of certainty gives rise to the use
of descriptive or causal research. Hence a lot of work has been done on the role of change &
development and its effect on performance enhancement therefore the purpose of this research
is ‘Descriptive’.

Descriptive is best as recommends using qualitative data. In research proposal it was alleged
that research will be qualitative therefore descriptive research is aligned with purpose of this
study. “Interviews” is the most suitable tool that best match this strategy. According to Sekaren
(2003) unstructured interview ensures the availability of plenty of primary data from a limited
number of participants.

RESEARCH PHILOSOPHY:

A research philosophy is an idea of knowledge creation about problem under study. Among
several types of research philosophies three types of research philosophies are repeatedly and
frequently used in research works namely Positivism, Interpretive and Realism. The selection of
methodology depends upon researcher’s path adopted for knowledge development (Saunders
et al., 2003). These philosophies are sometimes termed as Paradigms. According to Gliner and
Morgan (2000) paradigm is a mental approach of researcher towards conducting the research.
It resembles philosophy as it doesn’t have hard and fast rules (p.17).

Hence I have adopted qualitative research and ‘Inductive’ approach in this study therefore
‘interpretive’ paradigm is used because it is aligned with inductive approach (Cooper and
Schindler 2006). Another advantage of choosing “Interpretive” research paradigm is that it
facilitates to extract deep data from limited resources and do not require any numeracy
(Ticehurst and Veal, 1999). It definitely helped me to collect more and more data practically
from limited number of interviews from Pakistan International Airline (PIA)’s managerial staff.
RESEARCH APPROACH:

According to Houser (2007) research approach has a vital role in selection of an effective
research methodology as it directs the researcher towards that dimensions that are beneficial
for the effectiveness of his/her research. There are two very famous research approached
namely deductive and Inductive. The selection of research approach is very much dependent on
the choice of research design and research philosophy (Sekaren 2003). Researchers like Flick
(2009) consider that deductive approach is best suitable for hypothesis testing but according to
Sekaren (2003) deductive approach requires researcher to initiate from fairly broad area and
gradually arriving at some focused point. Contrarily inductive approach does not put such
restrictions. It permits to do further research even with limited knowledge of problem. Hence in
this research no hypothesis will be tested therefore deductive approach do not apply on this
study. Furthermore no body of knowledge is developed prior starting research therefore
inductive approach appears most suitable for this study.

Data from PIA staff will be collected mainly from open ended questionnaires (interviews)
however questionnaire survey will be done to obtain the opinion of members of public
(passengers who have used PIA services) about PIA. Public opinion will reveals the extent to
which PIA needs to change its operations & services. Structured data obtained from public will
be subject to simple descriptive statistical analysis. However data collected from PIA staff
through interviews will be used for grounded theory analysis.

Grounded theory strategy is more akin with inductive (Saunders et al., 2007; p.135). Glaser and
Strauss (1967) also favor it because of its natural alliance with inductive approach. This study
based on grounded theory analysis which recommends fragmentation of data into small units or
bits for analysis purpose.

RESEARCH STRATEGY:

Research strategy is an action plan enabling the researcher to effectively answer the research
question while using appropriate methodology (Saunders 2003). A research strategy is said to
be effective if it is equipped with a clear objective, research question, analysis of literature
review, sources of data, data collection methods, interviews, case studies, observation,
experimentation and methods for data analysis. Research strategy can be defined according to
need of study (Houser 2007).
Several research strategies are available to researcher. According to Saunders et al., (2007)
research strategy should be in line with research objectives and resources available but he
permits using combination of strategies (p.135). Among “Action Research”, “Case Study”,
“Experiment Survey” and “Grounded Theory” I would iterate to choose grounded theory as it is
more aligned with inductive & qualitative research (Saunders et al., 2007; p.135). The choice for
grounded theory is first preference according to the resources available, philosophical stance,
research objectives, and degree of existing knowledge base. Glaser and Strauss (1967)
recommend developing theory using deductive and inductive approaches in combination. Collis
and Hussey (2003) termed it a deductive/inductive approach. Goulding (2002) appreciates
grounded strategy theory as it explains the behaviors and develop theories. Among its other
features no prior theoretical framework is required as the data collected can become base for
theory development (Saunders et al., 2007; p.142). Based on the analysis of data collected from
PIA staff grounded theory strategy will be applied on it.

POPULATION, SAMPLE SIZE & DATA COLLECTION TECHNIQUES:

Data collection immediately follows the research methodology choice. It enables researcher to
collect data that is valid and reliable for his/her research. Researchers use two types of data
primary & secondary. Sources of secondary data are journals, articles, newspapers, books and
archives. I have already utilized secondary data about the problem in chapter no.2. However in
chapter next to it I have collected primary data i.e. direct from the sources. Infect primary and
secondary data reinforce the findings of each other if they are coincide. Below given is the
account for primary data collection.

Currently I am based in UAE. Hundreds of thousands Pakistani nationals are serving here.
Majority of them has availed the services of PIA at some instance of their life therefore it is quite
easy to locate them for questionnaire survey. These expatriates served as population of my
study. Data is collected from them through questionnaire survey.

In addition to this using personal contacts, several employees of PIA are interviewed to
determine the degree of need of change, key drivers and different other aspects. The detail of
interviewees along with their cadre, time consumed, date and venue is given in next chapter.
Sample size is thirty for closed ended questionnaires and fifteen for interviews. It is worth
mentioning that during my stay in Pakistan, in April I have completed data collection (interviews)
task. Rest of the data collection (questionnaire) is done during May and June.
SAMPLING TECHNIQUES:

A chart of various sampling techniques is given below. The choice of sampling technique
depends upon the purpose and nature of research.

Figure no. 5: Sampling Techniques

Source: Saunders et al,. (2007) Research Methods for Business Students; p.207

For the purpose of data collection from PIA staff initially I decided to use ‘Snowball’ sampling
technique. Praising this technique Saunders et al., (2007) considers snow ball sampling a best
technique in case where members of population are obscure. I have limited access to the
management staff of PIA and I am fully aware of this limitation. Snow ball sampling could help
me to penetrate more & more to explore inside information. It was a constant threat that sample
will become homogeneous. This threat forced me to look for some other sampling technique
that helps to maintain heterogeneous character of sample.

In order to maintain the heterogeneous characteristic of sample purposive sampling/judgmental

sampling which is a type of non-probability sampling, also best serves the purpose (Ritchie and
Lewis, 2003). It enables the researcher to use its own judgment for answering the research
question. Among purposive sampling presented by Saunders et al., (2003)
heterogeneous/maximum variation sampling can be used for identifying the themes present in
data collected. Patton (2002) verifies the advantage of this technique for identifying themes.
According to Neumann (2000) it is suitable for small samples. It is quite beneficial for this
research as I have decided to interview a small sample of research participants. Saunders et al.,
(2007) specifically associates it with grounded theory strategy but he warns the researcher
about its drawback of statistically no-representativeness. Ritchie and Lewis (2003) call
purposive sampling a non-probability sampling suitable for purposes other than statistics.

Convenience sampling is used for questionnaire surveys from the members of public
(Passengers) as it allows getting data from participants easily available (Sekaren 2003; Cooper
and Schindler 2006). Boeije (2010) states it best for quick information in an efficient way.

TRIANGULATION:

According to Mathison (1988) considers it mandatory for the researcher to use triangulation by
using several data sources and multiple methods to escalate the validity of research outcomes.
Apart from which type of epistemology, philosophy or methodology is used the use of
triangulation is inevitable as it satisfy the critique during evaluation process.

In today’s most of the researcher chooses both research methodologies for their research study.
It helps the researcher to develop in-depth understanding about the research topic in both
theoretical and quantitative manner (Houser 2007). All triangulation designs serve one basic
purpose i.e. effectiveness. Triangulation will be beneficial only in case when weakness of one
method applied is offset by the other method. It also assumes that weakness of one method is
not revised by the other method as well (Rohner 1977; p.134).

Jick (1979) recommends qualitative researchers to utilize various sampling techniques, to

systemize observations, and to develop quantifiable coding schemes for data. Describing the
significance of triangulation, Vidich and Shapiro (1955) state that observation data without
survey data is nothing but a guess only. Similarly quantitative researchers are advised to dig
deeper into the problem using the potential of social sciences. According to Cohen et al., (2007)
triangulation encourages collecting data using multiple methods. According to Flick (2009) its
types are as following

a) Data Triangulation

b) Investigator Triangulation
 c) Theory Triangulation

d) Methodological Triangulation

Exploiting the benefits of triangulation I have used Data Triangulation for literature review by
consulting books, journals, news papers and several other sources of data. Secondly I have
used methodological triangulation as I have planned to use two methodologies for data
collection i.e. unstructured interviews and questionnaire surveys.

Starting from Saunders et al., (2007)’s research onion I have explained premise of using a
particular research philosophy, a particular research approach, logic for choosing a specific
sampling technique and data analysis technique. Also it the reasons for not using a certain
methodology are also explained through a debate comprises of do and does not.