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present study is consistent with a positivist approach of the research paradigm which<br />
tests hypotheses through statistical results that are reliable and can be<br />
generalised(Collis & Hussey, 2003). As a result this study follows a positivist<br />
approach.<br />
Quantitative research is based on the positivist epistemology and ontology. The<br />
research using quantitative methods uses a variety of statistical and numerical analysis<br />
and often presents data in charts, graphs and number-based representations (Collis &<br />
Hussey, 2003; Hesse-Biber & Leavy, 2006). These methods are designed to produce<br />
results that are accurate and reliable through reliability and validity. Reliability could<br />
be explained as the extent to which the results of the study are repeatable and validity<br />
is concerned with the judgement or integrity of these results (Anderson, 2009; Bryman<br />
& Bell, 2003). Higher reliability scores and greater validity would enhance results that<br />
are more statistically significant (Anderson, 2009). Finally, generalisation of the<br />
quantitative results is possible as they are free of any contexts and circumstances<br />
(Creswell, 1994).<br />
Numerous criticisms have arisen on quantitative research method. For example, Hesse-<br />
Biber and Leavy (2006) believe that quantitative method is generalised and fails to<br />
understand the individual relationship of the respondents. Critiques identify that the<br />
real motive of a respondent is lost in numbers and other statistical interpretations.<br />
These critiques further suggest that better understanding of the emotions and<br />
underlying values of the participants could be achieved by qualitative practices such as<br />
observation, interviews and narration (e.g. Bryman & Bell, 2003; Denzin & Lincoln,<br />
2005).<br />
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