SIGNIFICANCE OF IMPULSE PURCHASE: RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

Research design refers to the strategy that integrates the different components of the research project in a cohesive and coherent way (Trochim & Land, 1982).The authors also mentioned that a good research design can minimize the probable alternative explanation of the hypothesised cause-effect relationship. As depicted previously, the aim of this research is to examine the motivating factors that results in purchase or purchase intention of new products. To establish the relationship between different hypotheses and purchase of new products, a positivist approach has been adopted in this research by using existing theories and frameworks to develop the research hypotheses and is associated with a quantitative research (Saunders et al., 2009). By reviewing existing literature, theories, studies and collection of numerical data this research design is tailored to focus on creating a relationship between the theory and research (Bryman & Bell, 2007). The tailoring process or deduction which is associated with quantitative research method is useful when you consider the hypothesised factors. The deduction method also helps to generalize the findings and measure concepts of the research (Saunders et al., 2007).

In pursuit of the desired outcome, this research is using a primary data collection. The designed primary research questionnaire comprises multi-reflective indicators based on five-point Linkert scales ranging from ‘Strongly Agree’ to ‘Strongly Disagree’ (1-5) respectively. This allows this research to obtain intensity of the respondents feeling and at the same time it’s very easy to measure (McDaniel & Gates, 2006). Self-completion questionnaire is taken as the appropriate data collection method for this research due to several reasons: it enables to collect data from a large number of respondents in a very short time, and it is cost effective (Saunders et al., 2009). It also allows creating a relationship between the different hypothesised factors and buying intentions and behaviour (Gupta, 2010). Finally, it helps respondents to respond independently and quickly (Bryman & Bell, 2007).

Other methods of primary data research could have been useful as well, such as personal interview, but plenty of time is required to be accurate with the results and also maintain large number of respondents. This research was given limited timeline and resources, which were not quite sufficient for a more elaborate study. Interviewing process also requires special training to gather the necessary data as well. Likewise, this type of data collection is very time consuming, slow and expensive (Saunders et al., 2009). Therefore, this method is discarded considering all the consequences. Collection of data from Focus Groups could also be considered as Brunel University have the facility to do so, and it saves time as well. However, the drawback of this method is the possibility of receiving biased responses from the participants (Bryman & Bell, 2007), as they are sub-consciously influenced by others’ opinion. In this case, the results may not serve well to the research objective. Thus, the survey questionnaire has been chosen as decisive method of primary data collection for this research. Selection of the suitable sampling method is one of the crucial elements of any successful research (Collis and Hussey, 2003). The need to sample is one that is almost invariably encountered in quantitative research (Bryman & Bell 2007). This research is intended to be user-friendly for respondents. It employs a non-probability sampling technique using a convenience sample.

Secondary data refers to the existing data or information such as books, published statistics, reports, articles or journals and other documents, as well as the records (Collis and Hussey, 2009). Secondary data collection has various advantages over primary data collection, as it is cost effective, time efficient, authentic, and provides opportunity for cross-cultural or longitudinal analysis and the possibility to find new insights by re-analysing the data (Bryman and Bell, 2007). Accordingly, the secondary data in this research work provides most of the resource, also helping to develop the conceptual framework as well as the deductive discussion.

Quantitative research permits the exploration of relationships between different variables. Statistical Package for the Social Sciences (SPSS v.11.0) will be used to analyse and represent the primary data (Field, 2005). Availability of large numbers of different statistics makes SPSS the ideal choice for analysing the data (Pallant, 2007) and moreover SPSS also allows analysing data for large samples (Malhotra, 2003). Thus, this research employed correlation analysis.

Every research methods have limitations and disadvantages. These do not necessarily lead to invalid outcomes but it is important that all contents are appreciated and might be used to pave the way for further research in future. This research has few limitations as well. Firstly, for the sampling procedure, a convenience sampling procedure will be used. Drawback of this approach is the lack of generalisation in the findings. However, it can provide a springboard for further researching on same topic or allow links to be forged with existing findings in an area (Bryman and Bell, 2007).