Marketing & Management | Report

Running head: MARKETING & MANAGEMENT
Marketing & Management
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Chapter 3: Research Methodology
3.1 Introduction
This chapter provides a detailed analysis of the overall research process used in
the study. It consists of the methods, approaches and theoretical frameworks used to
develop the overall process of data collection. In this study, Saunders research onion
has been chosen as the framework for designing the overall process of the research
(Taylor, Bogdan and DeVault 2015). This research has chosen a deductive approach
and interpretivism as the research philosophy. The study focuses on collecting
secondary data for performing qualitative analysis. As per the time horizon in the
research, cross sectional study has been used as the data has been collected only
once.
3.2 Research Approaches
3.2.1 Deductive Approach
The research approach considers two aspects in the study, one is data and
another is logical reasoning. The logical reasoning aspect determines whether a
deductive approach or inductive approach is suitable for the study. In this study, a
deductive approach has been chosen as the method for evaluating the data gathered. A
deductive approach moves towards specific results from general observations. It implies
that a top down approach has been chosen in this research(Gaur and Kumar 2018).
Initially, theories have been identified based on the customer relationship management
and these theories are narrowed down to develop hypothesis. These hypotheses have
been evaluated using the deductive approach where the deductive approach has
facilitated in understanding the difference in the arguments presented by past authors
and the results identified from the current literature synthesis.
3.2.2 Interpretive
Research philosophy has been described as the process of developing
knowledge based on the assumptions, values and beliefs made in the study. Research
process consists of assumptions at every stage of the study which determines the

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direction of the research. These assumptions determine the way objectives are realised
in the study. These assumptions can be divided into epistemology, ontology and
axiology (Adcock 2015). Epistemology deals with the assumptions regarding human
knowledge, axiology considers the role of personal values and beliefs on the process of
the research and finally, ontology evaluates the realities identified along with their
nature while developing the research design. Credibility of a research philosophy
depends on the consistency of the research process which facilitates in improving the
interpretation of the findings and understanding of the research question. However,
developing and understanding one’s own research philosophy requires significant
knowledge of reflexivity which helps in questioning one’s own thoughts and actions. In
this study, interpretivism has been chosen as the research philosophy which is a
critique of positivist position in terms of subjective approach. In case of interpretivism,
human beings are considered separate entities from physical phenomena. Human
beings can create meanings and these meanings are studied in interpretivism.
Interpretivism has been developed based on the theories of symbolic
interactionism, phenomenology and hermeneutics. It argues that it is not possible to
comprehend human beings and social worlds using similar methods used for physical
phenomena. It implies a relative distinction is required between the studies conducted
between social sciences and natural sciences. This philosophical stance states that
people come different cultural backgrounds at different times which results in dissimilar
meanings so unlike positivist approach, every aspect of social sciences cannot be
generalised using universal laws (Adcock 2015). Organisations are complex in nature
due to the diverse nature of workforce and consumer experience different things in
different ways. Therefore, interpretivism addresses this complexity to understand the
perspective of each individual differently. In this study, interpretivism has been chosen
as the research philosophy as it facilitates in performing subjective study where a
detailed analysis of different aspects of customer relationship management can be
evaluated. Moreover, as the study focuses on understanding the phenomenon and
describe it in detail, subjectivism addresses different perspectives and provides better
results.