Figure 4.1 The research “onion”
Source: Adapted from Saunders, et al., (2007)
4.2 Research Purpose
Research purpose is basically a broad statement of what the research hopes to achieve and it is mostly classified according to the researcher’s knowledge about the problem before the commencement of the study (Ghasemi, 2000). According to purpose, research could be broadly divided into exploratory, descriptive and explanatory (Saunders, et al., 2000, 2007; Cooper and Schindler 2006; Aaker and Day 1994; Yin 2003; Zikmund, 2000).
An exploratory research is a study that is conducted to “define and clarify the nature of a problem and to seek new insight and understanding to phenomena with the aim of coming out with ideas and hypothesis for future research” (Robson, 2002; Yin, 2003). It is mainly used when a researcher wants to clarify an ambiguous problem or have a clearer understanding of a situation or a problem, where the area of study is so new or vague (Zikmund 2000). Methods such as searching documented materials, seeking the opinion of expert’s and conducting focus group interviews are mainly employed
A descriptive research is a study that seeks to “portray an accurate profile of persons, events or situations” (Robson 2002). Zikmund (2000) is of the view that descriptive is used to describe the characteristics of a population or phenomenon. Samouel et al. (2003) says, descriptive research uses descriptive statistics such as frequency counts (how many), measure of central tendency or measure of variation. In summary, it involves formalizing the study with definite structures in order to present facts about a population or phenomenon as it is perceived or as it is in reality.
An explanatory research is a study that seeks to establish relationship that exists between variables. In other words its purpose is to identify how one variable affects the other; it seeks to provide an explanation to the causes and/or effects of one or more variables (Saunders, et al., 2000, 2007; Cooper & Schindler, 2006). In this type of study the emphasis is on studying a problem or a situation with the aim of explaining relationship between variables. They are also used when the purpose of the study is to answer ‘why’ in a given context.
This study is primarily descriptive as we sought to describe or portray a reality regarding the internet marketing strategies that are being pursued by hotels in Ghana and to understand the internet marketing mix dimensions that are being transformed in the Cyber space. The study also provides a background and a relatively accurate picture of the situation.
Also the study is exploratory as the researchers seek to have a clearer understanding of the internet marketing strategies that has been adopted by hotels in Ghana.
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