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project research methodology

时间:2015-06-11 10:47来源:www.ukthesis.org 作者:英国论文网 点击联系客服: 客服:Damien

chapter4

4. RESEARCH METHODOLOGY

 

This research project was conducted with an explanatory research approach as the focus was in discovering ideas and insights into consumer motivations and emerging trends on online shopping (Mariampolski 2001). The research methodology also followed the framework of analysis defined in the previous section which resulted from the literature review.
 

As the research work was largely qualitative, the exploratory approach and the analysis and results from the primary research provides a good understanding of the consumer motivations for online shopping, and also provides a framework for further analysis if needed by other researchers focusing on greater depth in some areas or expansion of issues not covered in this research project.
 

The focus of the research project is on consumer motivations on online shopping and will not touch on specific online sites unless these are discussed in the context of increasing online shopping activities and consumer motivations.
 

4.1 Primary research
 

The key primary research activities for this project included surveys and in-depth interviews to understand the key consumer motivations for online shopping.
 

4.1.1 Surveys
 

The surveys gave a preview of the various factors which were impacting on online shopping. An open-ended survey was conducted to give consumers the opportunity to give factors which they truly feel were their key motivating considerations. The survey was divided into two main sections:
 

* Open-ended and unprompted - This section was designed to allow the respondents to give answers freely without any prompts. This was to ensure that the consumers' thoughts were captured properly, and that their ideas and key motivations were the ones that were included in their responses.
 

* Prompted with specific factors - After the unprompted section, the survey had a section which had some of the preliminary findings from the literature review. This was designed to test the literature review findings, and also provide the respondents an opportunity to highlight some factors which may be important but were not mentioned by the respondent during the first part of the survey.
 

4.1.2 In-depth Interviews
 

The in-depth interviews were used to get further insight from the consumers on their motivating factors. The surveys and the interviews were designed to complement the overall approach, and provide increased insight from the analysis of the results (Hester 1996). The in-depth interviews followed the survey with two main sections:
 

* Open-ended - The questions in this section were designed to elicit the unprompted replies from the respondent. Similar to the survey, this was included to give the interviewees the opportunity to give their unbiased and unprompted replies to the consumer motivating factors.(责任编辑:BUG)



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