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documentation, and prior research results.
According to (Hair, et al., 2007) quantitative data are measurements in which numbers
are used directly to represent properties in a form that lends itself to statistical analysis.
Quantitative data is a collection of detailed descriptions of an observable fact. (Hair, et
al., 2007) points out that that quantitative data help “provide objectivity in that
hypothesis are tested by applying statistical criteria to the measures” (p.74). An
advantage of the quantitative approach to data collection is that it allows to mitigate
and even avoid personal opinions by means of collecting and exploring information
which describes the experience being studied using a relatively large sample of research
participants.
On the other side the qualitative research places an emphasis on examining and
understanding people‟s words and actions without assigning numerical values directly
(Cavana, et al., 2001). The focus is on the subjective perceptions of the research
participant. On the other hand the qualitative data analysis may also be used to discover
the patterns that emerge from the data and identify variables that may be used in a
quantitative investigation (Cavana, et al., 2001, p. 135). Thus the quantitative approach
method may lead to the formulation of a research hypothesis which can be later tested
empirically using specific data set (Frankfort-Nachmias & Nachmias, 2000). An
advantage of the qualitative approach is that it is more open to changes and allows to
refine the research design as the study progresses.
This study used both a qualitative and a quantitative approach towards data gathering
and data analysis in order to take advantage of the flexibility such a hybrid method
offers. As pointed out by (Hair, et al., 2007) the two approaches complement each
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