CHAPTER 1 - University of Exeter

CHAPTER 2
METHODOLOGICAL ISSUES
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Chapter 2 - Methods
In order to investigate the research questions posed in this thesis a number of
different methodological approaches were employed. These included an online
qualitative survey, an online quantitative survey, a free-sorting study, and a focus
group study. Each method used has its own strengths and weaknesses, but using a
combination of different methods helps to balance these out. This chapter aims to
give a clear account and justification for the use of each methodological approach
employed in this thesis. Choosing the correct methodology for any study conducted
is the most important part of conducting research (Breakwell & Rose, 2000) as
different research questions warrant the use of different methodological approaches
and using both qualitative and quantitative approaches was seen as the best way to
address the questions posed in this thesis.
Qualitative versus quantitative approaches in consumer behaviour research
Research within the consumer affairs tradition seems to have always adopted
the view that qualitative and quantitative research methods need to go hand in hand
to gain the best insight into the subject under investigation. There are many
advantages and disadvantages for both qualitative and quantitative research methods.
For example, qualitative data often provides a rich and detailed account of the
phenomena under investigation (Geertz, 1973), while quantitative data allows the
collection of larger amounts of data over much shorter time periods, especially when
carried out on the Internet (Kraut, Olson, Banaji, Bruckman, Cohen & Couper,
2004).