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BBS301 APPLYING MIXED METHODS RESEARCH TO BUSINESS

Table of Contents Introduction 2 Mixed Method Approach 3 Methodology 4 Qualitative 4 Sample 4 Structure 4 Data Analysis 5 Limitations 5 Methodology 6 Quantitative 6 Sample 6 Structure 6 Data Analysis 7 Limitations 7 Research Ethics 7 References 8 Appendix 10 Figure 1 10 Figure 2 11 Timeline 11 PDPA – Letter of Consent 12 Qualitative Questionnaire 13 Interview Guide 14 Observation Form - Interview 17 Interview Schedule 17 Quantitative Questionnaire 18 Introduction The purpose of this study is to explore the impact of moral intensity on ethical minded behaviors and intentions in relation to their consumption. A significant body of research concludes that values are stable long-lasting beliefs and with the perceived consumer effectiveness it leads to a sustainable consumer behavior. Therefore, consumers who have the impression and awareness that their decisions can significantly affect the environment and its social issues are likely to behave both ethically and sustainably. Consumer ethics is defined as “the moral principles and standards that guide the behaviors of individuals as they obtain, use, and dispose of goods and services” . We find the need of knowledge and an individual’s education level leads to understanding and behavior of ethical consumption, which then leads to regulate the ethical intentions of such individuals. Scholars consistently document, over time, locations and different types of sustainable behaviors are likely to come in place when individuals feel and understand the impact of their decisions making a difference on a whole . Hence, the overall objective of the explorative mixed method study was to gain a deeper understanding of consumption behavior, moral intensity on self-consciousness and their ethical judgement from the different range age group, with the vast level of education level and knowledge. This would include in the phases of their acquisition, usage and disposal focusing on both material and food purchases. In addition to this, a particular interest was to determine the degrees of autonomy that frames the scope of action of consumption behavior within the different education group. The study is empirically in nature that would comprise of both qualitative and quantitative research, with deep intensity highlighted onto knowledge, education attainment of individuals and ethical judgement. Amongst the four group members, the task of pulling online quantitative research is to be subdivided into two parts with two group members working together and responsible for 50 comments each. As for the in person interview of qualitative research, this task would be managed by the third and fourth members of the team managing together, responsible for 5 in person interviews. The reason for this arrangement is to ensure there is an even distribution of tasks amongst the team members. Hence our methodological approach is congruent, cumulative and sequentially aligned. We begin with the thought that knowledge emerges through “intelligent reflection on experience” and through lived experience thus, the quantitative online survey will kick off concurrent to the qualitative research of one to one interview . As we mentioned in our previous section, ethical judgement, is that the truth which emerges depends on what individuals find in their eye, observing reflectively on social events, rooted process of dependence (relationships) and learning from one another . Hence working on this adoption, will lead us to the use of in depth techniques, where our aim is to search for evidence of trade-offs made by ethically minded individuals . Mixed Method Approach The mixed method approach adapted for the purpose of this study would be the Triangulation Design (Figure 2) QUAN/QUAL, with the concept of fully mixed sequential design . The design is such that would enable data which provides the basis for collection to another type of data. The purpose of this adaption is “to obtain different but complementary data on the same topic” which would then enable our team to best understand the research problems, bringing together the differing strengths and non-overlapping quantitative weaknesses (large sample size, trends, generalization) in comparison with those of qualitative (small N, details, in depth) . Hence we give equal importance to both data independently and then attempt to integrate for the purpose of analysis. This design enables our team to directly compare and contrast quantitative statistical results with the findings of the qualitative and thereafter to validate the results. Hence the knowledge and understanding are based on patterns, it can be represented into the mapping process that is best suited to the research of mixed method. To that, both studies are simultaneously developed, and then to be collected and analyzed simultaneously as well . Methodology Qualitative Our objectives are threefold: (1) moral issues, which are particularly important to these consumers; (2) to further explore the values and ethical judgement; (3) to discover how these consumers aggregate their knowledge, education level through their experience in ethical purchases. Thru these folds, we seek to reveal the attractions and aversions that would characterize experience of consumers, which would also help to constitute the factors of ethical intentions against purchases . Sample In consideration, to the lack in time frame, we adopt a convenience sampling strategy, of which the focused individuals would be familiar or closely available, whom are not categorized or picked in any one focus. But the aim, is to have a mix of gender, age range and education level. These individuals are likely to seek to manifest their values through purchase or consumption practices. The broader view is to define ethical minded consumers if they behave in accordance to their intention, hence the suggestion in a range of individuals would likely provide the ability to fully evaluate and successfully adapt consumer behavior in response to ethical concerns. Structure The structure of the interview would be framed with both open and closed ended conversation. In our context, the general questions – close ended would assist in taking the conversation with individuals to the next level being able to speak freely, hence keeping the conversation a two way and the long ended questions also known as open ended questions would keep it an ongoing conversation. The latter questions are designed to draw out the in-depth experiences and opinions in particular purchases and consumptions. Each interview is planned to last for 15 to 20 minutes, limited only to keep within the relevance of the interview aim and focus of questions. The ultimate goal is to complete a maximum of 6 and minimum of 5 interviews, it is also to be inclusive being a voluntary and anonymous. The interview process will be recorded and whilst one member has the conversation with the individual consumer the other team member would be taking down notes in observation of the interview. We would also highlight the venue of the interview would be based on the convenience of individual consumers. Thereafter, the transcription and analysis of each interview will be immediately completed, to ensure all details are kept fresh within the minds of our team members for quick recovery. It is also notable that prior to each interview, the individuals would be briefed of their rights and a detailed on the purpose of the interview, plus providing Personal Data Protection Act (PDPA), a policy protecting each individual will be signed, giving a copy to both parties involved. The consent obligation pertains the use of the collected individual’s data with his/her consent . Data Analysis A deductive coding system is to be adopted and developed to structure the process. The questions were categories closely to each behavior to create an inventory of each individual behavior scale. Limitations The possible limitation of this qualitative research would be it is relatively concentrated within a convenience sampling group, thus the results may not make out the best or most ideal accuracy of information collected. The probability of individuals not having any link to consumer behaviors to ethical purchases and consumptions. Methodology

Quantitative

Sample

The quantitative study aimed to test the consumer behavior is based on the likeminded individuals of ethical consumption, purchases and its relations to individuals’ actual intentions. The proposed relationships among the study variables are shown in Figure 1.The preliminary scale of questions are developed by analyzing the qualitative stage and thereafter the quantitative questions are developed. The consumer behavioral intentions were measured by using a five item scale adapted from Quoquab et al. (2016), whereas the attitude was borrowed from Fischer et al. (2017). The quantitative data is to be collected from using an online survey questionnaire. The scale structure is based on a list of 15 questions, which comprises of a minimal number of closed ended questions (yes/no) and the rest were based on an analysis of Likert scale data research (Quoquab, et al. 2016). The comprehensive list of questions comprises of age, gender, education and more questions in relation to the study. The guideline to the questions were based on the methods used by Rowbotham et.al. (2013). The power of the Likert scale data analysis has been proven in several studies, and an ordinal scale is “ir-reflexive, asymmetrical and transitive” thus to be on the ordinal scale, there must be a hierarchical relationship (Nanna and Sawilowsky 1998). Therefore, this scale is found to be valid and reliable.

Structure

The quantitative study was primarily conducted within Singapore on a convenience sampling data. The data was recruited via online survey emailed via social media and personal contacts, being both personal professional environment. The study is expected to be online for a period 7 working days for the purpose data collection. The whole questionnaire would take less than 10 mins to complete. The details of the collection of data will be stored separately. In relation to the sample size, the team has decided to achieve a maximum of 100 responds and a minimum of 80 responds. As this study, is also based on an individual as the sampling unit, the sample size was required to fall within the range, in order to suffice for the purpose of data analysis (Quoquab, et al. 2016). In addition to the responds, it is also a requirement for the group of respondents to be at least 18 years of age, in order to ensure the respondents is sufficiently knowledgeable to make the decisions to ethical purchases and consumptions (Williams, et al. 2010). Having said that the study focused on the variables of knowledge, education level and ethical judgement, thus it will only then be met equally,

Data Analysis

The data collected will thereafter separately be merged into SPSS system, to churn out actual anaylsis of data.

Limitations

The limitations of the quantitative research are likely; individuals not filling up their survey form completely, the truthfulness of the data lacks in accuracy, geographical limitations and another major concern would be multiple response from the same IP address. The decision-making process in ethical consumption and purchasing is a complex observation hence it is a concern if the survey based method would be able to capture such detailed data (Carrington , Neville and Whitwell 2012).

Research Ethics

Research generally raises specific ethical issues, such as competence, autonomy and vulnerability (Jardine and James 2012). Therefore, the basic standards of an ethical research is to enable the prospective participants to make informed choices, in relations to if one consents to his or her participation. This would only be feasible with sufficient information provided. Thus, it is important for a researcher to “obtain and document written or oral consent” from the participants (Roberts and Allen 2015). As for online surveys, waivers of consent may apply due to the risk level being minimal and practicably written or oral consent may not be feasible if were required and a level of trust will always be required (Hewson 2003).

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