Website Quality and Purchasing Decisions

This solved assignment examines the influence of website quality on consumer purchasing decisions. It outlines a research methodology employing both quantitative and qualitative data collection techniques, with an emphasis on analyzing user experience through surveys and website analytics. The study acknowledges potential limitations such as time constraints and access to secondary information. Data analysis will be conducted using SPSS software to generate reliable quantitative results.

Research Methodology:
The Relationship Between Quality of
Website and Purchasing Decision

TABLE OF CONTENTS
RESEARCH METHODOLOGY.....................................................................................................1
Introduction............................................................................................................................1
Research philosophy...............................................................................................................1
Research approaches..............................................................................................................1
Research choices....................................................................................................................2
Data collection method...........................................................................................................2
Sampling method....................................................................................................................2
Validity and reliability............................................................................................................3
Ethical issues..........................................................................................................................3
Data analysis...........................................................................................................................4
Research limitations...............................................................................................................4
REFERENCES................................................................................................................................5

RESEARCH METHODOLOGY
Introduction
Research methodology can be termed as another crucial part of thesis so that best
solutions can be obtained in an effective way. Methodology involves different parts that help in
providing evidence in order to analyse the purpose of responding towards the research questions
so that set targets can be attained. In the present study, based upon relationship between website
quality and purchase decision helps firm to enhance sales and profitability (Degu, 2006).
Research is carried out in order to obtain an in-depth analysis of the topic with the help of
different tools and techniques so that best goals can be attained. Here, in order to obtain proper
research aim scholar helps in applying effective approach in order to analyse the structure of
study and attain goals.
Research philosophy
Research philosophy can be termed as an effective term that helps in developing
knowledge. It also assists in improving the background of study so that desired outcomes can be
attained. It involves different factors that helps individual to perceive the things differently such
as beliefs and perception in realism (Beri, 2013). It also involves two different types of research
approach such as positivism and interpretivism. Positivism can be termed as it helps in
generating hypothesis that can be tested. Moreover, it also explains in order to assess against the
knowledge which is accepted in order to obtain results. While, interpretivism states that it offers
justified results for the research problems. Hence, it assists scholar to emphasize upon
meaningful nature of individual and participating in cultural and social life. In the present study,
interpretivism philosophy can be adopted that helps in measuring social approach and thus
deliver subjective result for the research.
Research approaches
It states that research helps in developing an effective and clear analysis regarding
research design. It also assists in carrying out proper structuring of study and obtains reliable
results. Research approach can be divided into two types i.e. inductive and deductive. Deductive
approach can be termed as on which demands specific design and procedure helps in carrying
out the study (Pickard, 2012). Also, it assists in focusing upon developing a causal relationship
between variables to achieve desired results. Thus, it assists scholar to develop hypothesis on the
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basis of research objective that helps in developing conceptual relationship with elements. On the
other hand, inductive research approach assists in focusing upon conducting the research to
obtain general perception upon theories to attain desired results. In the present study, inductive
research approach can be implemented as research questions will help in developing research
results on the basis of study that will be carried from general to specific level.
Research choices
It can be stated that it focuses upon evaluating different methods in order to conduct and
carry out the research in regard to obtain effective and valuable results. However, it focuses upon
assessing the tools and techniques which is implemented in order to conduct the study (Maxwell,
2012). It involves two types of research choices such as quantitative and qualitative. Here, in the
present study quantitative research choices are adopted.
Data collection method
It can be assessed that data collection is crucial part as it helps in carrying out the study in
an effective manner. Moreover, it involves different methods through which desired aims and
objectives can be attained. It involves two different types of data collection methods i.e. primary
and secondary methods. In the present study, data will be collected through both primary and
secondary sources (Creswell, 2013). With the help of primary data collection, it implements the
survey method for the study. A well structured questionnaire will be developed by using closed
ended questions. While, secondary data collection methods involve different sources such as
books, journals, articles etc.
Sampling method
Sampling can be considered as one of the crucial concept that helps in carrying out the
study. However, from the whole universe a small part of population is selected which is termed
as sample. Here, convenience sampling method will be adopted in order to conduct the survey
from the students of London (Bendat and Piersol, 2011). However, the sampling method adopted
is appropriate and thus provides convenience of selecting the sample from the universe. There is
another crucial aspect in sampling which is to determine the sample size. Here, the sample size
selected is of 40 students. For this, list of student’s names will be collected form prominent
colleges of the London. The questionnaire will be mailed to the student and first 40
questionnaires which are completed in every sense will be taken for the study.
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Validity and reliability
It is essential for researcher to apply different tools and techniques so that objectives can
be obtained effectively. Thus, for this validity and reliability concept needs to be adopted in
order to attain desired success. Validity can be termed as the quality of being logically as well as
factually stable. It is essential for scholar to develop internal validity as well as external validity
in order to obtain the capability in regard to generalize the research outcomes to the target
population (Mackey and Gass, 2013). In the present study, validity needs to be maintained with
the help of proper data collection through both primary and secondary sources. Thus, through
adopting such tool it assists in collecting relevant information from the management regarding
the thesis.
Furthermore, reliability is another main concept under the study. It helps in evaluating the
degree to which consistent and stable outcomes can be generated. Such concept assists in
obtaining best outcomes so that success can be attained. In present thesis, it is considered as
reliable as data has been collected from authentic sources and thus no biasness can be carried
out.
Ethical issues
It is the most crucial step that helps in carrying out research through conducting the
study. Thus, considering the ethical norms, it assists scholars to execute the study effectively.
The present thesis is upon the relationship of website quality and customer decision making in
relation to attain satisfaction. Following are the different ethical issues which needs to be
considered while carrying out the study-
 Confidentiality- It can be stated that it is essential for scholar to make sure that the
information gained from respondents should not be shared with each other. Hence, it is
crucial for them to keep the information confidential and thus collect data and
information effectively in order to carry out best results (Flick, 2015).
 Prior approval- Furthermore, it is another ethical issue that needs to be considered that
scholars are required to obtain prior information from respondents before involving them
in research process. There should be voluntary participation of respondents and thus they
should not be forced to take part in the research (Pickard, 2012).
 Restricted access- In the present study upon relationship between website quality and
purchasing decision of buyers it can be assessed that secondary information has been
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gathered from different articles and researches which is relevant to the topic. Hence, it
assists scholars to obtain significant information and do not collected information from
restricted sites. However, in relation to this, it is essential for scholar to gain prior
permission before collecting information from such sites (Wiseman, 2013).
 Proper citation of work- Furthermore, in the present research it is essential for
researcher to adopt different scholar articles and cite them properly. Also, proper
paraphrasing of the content is required.
Data analysis
Data analysis can be assessed that it helps in applying logical and statistical technique in
a proper way. It is essential for scholar to describe, illustrate and evaluate the information. Thus,
it assists in inspecting, transforming and evaluating the data so that reliable and useful results can
be attained (Maxwell, 2012). It involves two different types of data analysis i.e. quantitative and
qualitative. For the current thesis, quantitative research design will be adopted by the researcher,
as it will help in attaining specific results through data collection. Also, data will be analysed by
using SPSS tool for attaining the reliable quantitative results.
Research limitations
Furthermore, in order to accomplish the results it also involves different challenging task
and different issues that have been faced by researcher at the time of investigation. However, the
limitations of study in the present study is upon the relationship between website quality and
purchasing decision so that issues related to that are discussed below-
 Extended process- It can be stated that it is lengthy process that has been complied in
regard to execute the study. Moreover, it is also time consuming task and thus requires
data collection with the help of different books and articles. Also, the present study is
required to be completed upon time and thus it is not possible for the researcher to cover
various aspects of research (Bendat and Piersol, 2011).
 Inadequate secondary information- However, secondary information can be obtained
in order to carry out the study. It is because it assists researcher in developing better
understanding regarding the subject matter. Main limitation was that the data was not
easily obtained by the researcher. It was due to that there was not easy access to the sites
as they were restricted (Beri, 2013).
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REFERENCES
Books and Journals
Bendat, J. S. and Piersol, A. G., 2011. Random data: analysis and measurement procedures
(Vol. 729). John Wiley & Sons.
Beri, G. C., 2013. Marketing research. Tata McGraw-Hill Education.
Creswell, J. W., 2013. Research design: Qualitative, quantitative, and mixed methods
approaches. Sage publications.
Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research
project. Sage.
Mackey, A. and Gass, S. M., 2013. Second language research: Methodology and design.
Routledge.
Marczyk, G., DeMatteo, D. and Festinger, D., 2005. Essentials of research design and
methodology. John Wiley & Sons Inc.
Maxwell, J. A., 2012. Qualitative research design: An interactive approach: An interactive
approach. Sage.
Pickard, A., 2012. Research methods in information. Facet publishing.
Wiseman, R., 2013. Ethical Issues in Academics. In 42nd Biennial Convention (16 November-20
November 2013). STTI.
Online
Degu, G., 2006. Research Methodology. [PDF]. Available through:
<http://www.cartercenter.org/resources/pdfs/health/ephti/library/lecture_notes/
health_science_students/ln_research_method_final.pdf>. [Accessed on 9th June 2016].
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