Method and Design

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Method and Design

The method and design approach are to concentrate on adopting a qualitative research technique. Applying the qualitative method will be an explorative design to guide the research questions and data collection process. Silverman (2017) noted that qualitative research is one in which the researcher collects and analyzes non-numerical data to understand concepts, critiquing opinions, and substantiating the experiences. As a result, the qualitative method will be more of an inquiry approach to conduct investigations to where the researcher’s goal is to exploit for a deeper understanding of a research phenomenon. For the dissertation’s anticipated study, the qualitative method’s research phenomenon will assist in revealing the various elements that can provide a better understanding of online shopping behavior.

According to Creswell (2015), the necessity to develop deep-rooted awareness with qualitative methods can underscore the need to apply research designs that allow for thorough and extensive engagement with the investigation’s subjects. However, Creswell suggests that it is only through such in-depth and penetration of engagement that the research phenomenon can be better identified. The explorative design facilitates to complement the qualitative design because it is alarmed by exploring a research problem or phenomenon with little or no earlier studies to gain insights and familiarity for future development (Duan et al., 2015).

Appropriateness of Method and Design

Several factors make the qualitative method and explorative design appropriate for the proposed study. According to Duan et al. (2015), the research phenomenon, an online shopping experience, is a highly subjective and new economic classification. Their assessment reveals that online shopping experiences are based on consumers’ individual needs and preferences. Under the circumstance, a research method and design that ensures closer interaction and engagement with respondents to share their personal experiences are considered more desirable (Duan et al., 2015). Therefore, choosing the qualitative method and explorative design in the form of case study is appropriate because of the research problem’s novelty. While online shopping experience among generation X shoppers is not entirely new, its link to the current economic shift due to the COVID-19 pandemic makes it new and relevant. The case study is also appropriate because the research will specifically study the case of online shopping behavior in the midst of the COVID-19 situation. As a response to the pandemic, most fashion retailers have begun adopting new approaches to shopping. For this reason, an explorative design is appropriate in developing new knowledge about the online shopping experience of generation X shoppers concerning the pandemic.

According to Mather, Hamilton, Robalino, and Rousseau (2018), a qualitative research method is a flexible option that consists of various constructive methods that can be reinforced with distinctive academic structures. Lastly, the method and design are appropriate as they ensure an in-depth and detailed evaluation of the research problem driven by words rather than merely describing them. As a result of the in-depth and detailed nature of expected results, it will be easier for future researchers to use diverse methods in gaining a more in-depth knowledge of emerging concepts from the study (Silverman, 2017). The choice to apply qualitative research to the questions (Mather et al.,2018)

How Method and Design Optimizes Study Goal

The proposed study’s goal will attempt to explore two central research questions. The first question will congregate on the aspects that influence generation X buying behavior online in the retail fashion sector. The second question aims to recognize the potential factors involved in causing fashion retail stores in the United States’ malls to decrease in relation to how it affects generation X’s online buying behavior. Careful consideration of how the questions are structured will display how qualitative methods are explorative rather than descriptive. For example, Creswell and Creswell (2017) underscored that qualitative research questions are framed as ‘what’ and ‘how’ questions. Therefore, the anticipation is to select a qualitative and exploratory method and design that will be ideal in optimizing the study’s purpose as the goal is directly linked to the research questions. Subsequently, to identify the various factors that affect the online behavior of generation X shoppers, it is essential to apply a qualitative method, and explorative design will serve as gateways in identifying significant factors from the viewpoint of individuals who are directly involved in the practice of online shopping.

The quantitative method is not appropriate in this context because it only describes variables rather than explore concepts, which is the situation with the proposed study (Silverman, 2017). In terms of profits from retail shops, the anticipation is that the method and design will allow for personalized experiences from shop owners that directly relate their financial gains to online shopping. This will be an optimized achievement of study goals rather than delving into the shops’ financial performance’s statistical and numerical aspects. Because the study will not be delving into the financial performance of the companies, the quantitative method is not appropriate for the proposed study.

Foundational Research Method Support

Some studies have already been conducted that use the qualitative method and explorative design. Such previous studies serve as essential foundations in developing the proposed study. One study foundational research is Izogo and Jayawardhena (2018), who conducted a stud about online shopping experience in an emerging e-retailing market. It would be noted that their study had the same phenomenon of interest as the proposed research, which is an online shopping experience. While the United States is not an emerging e-retailing market, the proposed research’s delimitation to focus mainly on the covid-19 pandemic makes the study by Izogo and Jayawardhena (2018) have some similarities with this current one. That is, most retail fashion shops in the American Malls will now be exploring e-retailing, making them emerging competitors. With all these similarities, Izogo and Jayawardhena (2018) used the qualitative method and explorative design. They saw it as ideal for generating narrative data based on personalized experiences from the population to serve as fundamental knowledge in research. It is such a similar approach that the proposed research will adopt using the qualitative method and explorative design.

Data Gathering Technique and data Analysis Processes

To fulfill the qualitative method and explorative design, interviews will be used as the main method for gathering data. This means a primary data collection procedure will be conducted where the researcher will collect firsthand data from an identified group of people. One major benefit of primary data collection is the authenticity, genuineness, and originality of data (Creswell, 2015). The sample size to be used for the study will be among generation X shoppers and retail fashion shops in U.S. Malls. A total of eighteen (18) will form the sample size, comprising twelve as shoppers and six as operators. The sample size is relatively small because of the qualitative and explorative nature of the study. Pope (2017) acknowledged that using a reasonably small sample size in qualitative research ensures that the researcher can have closer and thorough engagement with respondents, leading to an in-depth exploration of concepts arising from the study.

A standard limitation with qualitative research is the researcher’s possibility to be biased during the data collection procedure (Hummel-Rossi, McIlwain & Mattis, 2006). A random sampling technique will be used to select all the people in the sample size to avoid this. This will ensure the people selected will offer personalized views and opinions that are not manipulated by the researcher or represent the researcher’s interest in any way. The interview will be in the form of a one-on-one session with respondents except for those who specifically ask for a telephone interview. During the interview, the participants’ responses will be transcribed, after which the content analysis method involving the NVivo software will be used to analyze the data.

References

Izogo, E. E., &Jayawardhena, C. (2018). Online shopping experience in an emerging e-retailing market. Journal of Research in Interactive Marketing. 54(5), 3-12

Creswell, J. (2015). Doing qualitative research [Streaming video]. Retrieved from SAGE Research Methods

Hummel-Rossi, B., McIlwain, C., & Mattis, J. (2006). Quantitative research: Methods in the social sciences[Streaming video].

Mather, M.W. , Hamilton, D. Robalino, S.,  Rousseau, N.(2018). Going where other methods cannot: A systematic mapping review of 25 years of qualitative research in Otolaryngology. Clinical Otolaryngology&Allied Sciences, DOI  10.1111/coa.13200

Pope, D. C. (2017). Introduction to qualitative research methods. London: SAGE Publications Ltd, 2017

Silverman, D. (2017). David Silverman discusses qualitative research [Streaming video]. Retrieved from SAGE Research Methods

Duan, N., Bhaumik, D. K., Palinkas, L. A., &Hoagwood, K. (2015). Optimal design and purposeful sampling: complementary methodologies for implementation research. Administration and Policy in Mental Health and Mental Health Services Research, 42, 524-532

Creswell, J. W., & Creswell, J. D. (2017). Research design: Qualitative, quantitative, and mixed methods approaches. Sage publications.

https://commons.ncu.edu/sites/default/files/entity/paragraph/2019/SOB%20Qualitative%20Dissertation%20Guide_10_11_19.pd

Appendices

Sample Interview Questions to Shoppers

1. Between online shopping and traditional shops, which is the first you think about when you want to buy fashion products?
2. What are the reasons that inform your preference for either online shopping or traditional shopping?
3. Do you opine that your age and other demographic factors influence your preference and attitude towards online shopping?
4. How has the COVID-19 changed your shopping preferences and attitude?
5. How would you want to see fashion retail shops evolve to respond to your shopping needs?

Sample interview Questions to Shop owners

1. Do you have a specialized online shopping platform for your customers?
2. How will you describe the overall attitude of customers towards online shopping before the COVID-19 pandemic?
3. What significant changes do you associate with the attitude of generation X shoppers towards online shopping during and after the COVID-19 lockdown?
4. What changes do you plan on integrating into your online shopping model to meet changing needs and preferences caused by the COVID-19 pandemic?
5. How would you describe the overall impact of online shopping on your profitability?