CHAPTER 3: METHODOLOGY

This paper proposes to begin with an overview of the complete methodology that is used for
carrying out the present study. The basis of this chapter is to give an idea regarding the
fundamental theoretical methodology, the viewpoint behind the approaches used, the applied
methodology and subsequently moving on to details like the description of research approach
and more elaborative and different ways of data collection. Aspects pertaining to the
questionnaire like formation, usage, and data collection are discussed in the following sections.
The method adopted for data analysis is discussed thereafter. The paper concludes touching on
the limitations of the current approach hence aiding in better understanding for the readers

RESEARCH APPROACH

Selecting the most suitable method for the research that is to be conducted is a very important
phase of research study. According to Saunders, 2008, research approach involves the different
ways of gathering organizing and analysing all types of available data. The approach of an
individual towards ontology (the nature of existence) and epistemology (the scope of knowledge)
has its control in the picking of research design (Lund, 2003). For this study, the researcher
implements an ontological outlook. Positivism is a critical approach which enables people to
study the causes of behaviour rather than their effects. Whereas interpretivism enables the
researcher to explore the richness, depth and complexity of a phenomena. In this case the
researcher has adopts Positivism.

The reason why the researcher adopts a positivist attitude is basically based on the character of
the study. The basic feature of positivism is that it is an effort to illustrate the knowledge, in
other words an effort to describe what is available around, which may not be directly visible
(Berg, 2004). Whereas interpretivism is further about interpreting by finding gist behind that
which is exposed or visible to the globe (Berg, 2004). As far as this study is concerned, it is more
about viewing or relating the facts that have not been observed. This study’s main objective is to
illustrate the attitudes, levels of awareness and related behaviour of the customers of M&S and
Sainsbury. By itself, a positivist position is more suitable for this study.

RESEARCH DESIGN

The research design describes the practical methodology part of the research. There are mainly
two types of research methods - qualitative research and quantitative research. The former
include systematic data collection, interpretation of the textual material that has been derived
from converse or observation and the arranging of such data that is gained while the latter
highlights on “the use of sampling techniques (such as consumer surveys) whose findings may
be expressed numerically, and are amenable to mathematical (statistical) manipulation enabling
the researcher to estimate (forecast) future events or quantities” (Saunders 2008). .

The method of study that will be used here is a combination of the quantitative and qualitative
methods. This method has been chosen as this would provide more of confirmation to the data
and the facts stated. Statistical data could be rendered more significant with a rich content
seeking to analyse the results of the quantitative data collection through qualitative techniques.
Though more of a qualitative approach has been used for this study, the researcher also opted for
the quantitative plan since it is useful to scrutinize ager quantity of data. The qualitative approach
would have been solely helpful if the reason of the study was more aimed at determining the
reasons behind the observations. Taking into consideration the purpose of this research, the
quantitative approach was also considered to collect data from as much sample population as
possible. By means of a questionnaire as a means of carrying out a survey is one of the most
suitable methodologies for answering the ‘who’,’ where’, ‘how much’, ‘how many’ type of
questions, largely aimed at describing diverse variables and their relations (Saunders, 2009).
Since this study aims to find out similar answers, the survey strategy is adopted as a tool.
COMPANIES CHOSEN FOR THE RESEARCH

Marks and Spencer and Sainsbury’s are the two retailers chosen for this research on the basis of
their dynamic engagements in the CSR initiatives. Marks and Spencer has been one of the
leaders in CSR initiatives in the retail segment with their Plan A proposal (M&S 2010). While
Sainsbury’s too has been very successful in their CSR effort with an incorporated 5 point plan to
accomplish improved sustainability (Sainsbury’s 2010). Furthermore both retailers aspire at
relatively the similar target customer set within the same demographic group (Mintel 2009).
Thus it would make more sense to judge M&S in comparison to Sainsbury’s in the case of CSR
than with other companies like Tesco or Asda.

DATA COLLECTION

The study composes of primary data which was soon after subjected to statistical analysis. The
information that is collected first hand by researchers is primary data. Primary data is collected
by surveys, interviews, focus groups and questionnaires. An interview would be more suitable
where the category of information essential is mainly specialist rank information. Alternatively,
questionnaires are more supportive when the information form needed is a more general view, or
attitude of a wide-ranging population (Lund, 1996). As the intention of this study is to recognize
the perception and attitudes of customers of the two key retailers, evidently questionnaire was
selected as the best fit tool. The advantages of questionnaire comprise

a) Low expenses of administering,

b) Nonexistence of interviewer effects or prejudice, for instance, the pitch of voice of the
interviewer or the body language.

c) Interviewer inconsistency (Berg, 2004)

Considering the above facts, the researcher felt that since the research was aimed at
representing the attitudes and behaviours of a wide-ranging population, questionnaire was
superior to other methods and decided to select it as the data collection tool. As for the means of
management, email and post were excluded as these methods were not both applicable to the
chosen sample and were less effective. Consequently direct hand out of questionnaires to the
customers exiting out of both the M&S and Sainsbury’s stores in Cambridge was chosen as the
process.

QUESTIONNAIRE DESIGN

After making clear the instrument option, now it is vital to understand how the questionnaire was
shaped and the variables used in it. The tool used for the study was a questionnaire consisting of
multiple choice questions or the likert scale type of questions. The research question was first
measured and ten sub questions were created. Based on these questions, a total of 13 questions to
be used in the questionnaire were created. These questions and the findings are detailed in the
following chapter. A blank questionnaire is attached as Appendix A.

The questionnaire enclosed a brief introduction in the opening part. This was meant to give the
participant an idea concerning what the research is regarding and what is expected of them. The
preliminary part of the questionnaire is on the general demographic data, the questions were
based on age, gender, marital status, education level and occupation. The questions are designed
in such a way that the answers would lead to results which are meaningful as well as helpful in
analyzing the data.

The second part of the questionnaire was close ended and used likert scale model. It consists of
a total of 5 questions meant at measuring the attitude and intention to purchase. The criteria for
selecting the questions are:

1) The questions should be easy to understand and respond to.

2) Avoids ambiguity

3) has maximum potential for answering and has minimum amount of correlation.
The likert scale questions intended understanding to what degree the respondents approved with
a particular statement that was specified. The statements were linked to the attitude in relation to
CSR engagement of the particular stores and the purchase decisions.

The third section of the questionnaire was a particular ‘Yes or No’ question insisting on the
respondent to make a standpoint about the CSR. This was made as it was vital that the
respondents make an opinion about their individual social responsibility to make an effectual
analysis of the data.

The fourth part consisted of two questions that required the respondents to ‘rank’ the CSR
variable with respect to others when considering a purchase decision. This question expected at
exploring the degree to which engagement in CSR was controlling the purchase decision making
of the customers.

Other than that, statements of privacy and options to pull out from finishing the questionnaire
were provided for the respondent. A brief description of what is regarded as ‘social
responsibility’ for the use of this study was provided to avoid doubt.

A pilot study was carried out with the primarily designed questionnaire and modifications as
recommended by the three participants of the pilot survey were made in the questionnaire before
running it to the sample population.

SAMPLING

According to Patton (1990), the logic and power of purposeful sampling lies in selecting
information rich cases for in-depth studies. When the researcher has an opportunity to learn a
great deal about the issues of central importance with respect to the purpose of the research”,
such cases are called information rich cases. The sample for this research is the customers who
visited the M&S and Sainsbury’s stores in Cambridge during the day. As such it also comprises
of people who may not have made a buy from these stores. Since the sample is limited to the
visitors of these stores alone, it could be probable that the sample population leave out people
who may have negative attitudes concerning these stores or the CSR initiatives these stores
employ.
The sampling method selected is a random sampling approach from a set of population. The
timing and days of data compilation were also selected randomly for both stores and no specific
criteria were established. Data collection was commenced by requesting random people coming
outside of the chosen stores to fill out the questionnaire. Filled out response sheets were collected
personally from the respondents by the researcher.

INFORMATION NEEDED TO CONDUCT THE STUDY

For the conduct of research, both perceptual and theoretical type of information is required.
Perceptual information includes information which is directly processed by human beings or in
other words it is the perception of the participants. This kind of information persists over time
and is useful in monitoring processes and alerting users.

Theoretical information covers all the information obtained from secondary source of data. This
study lacks theoretical knowledge and hence has adopted perceptual information, which could be
collected from interviews, questionnaires and focus groups.

DATA ANALYSIS

The collected data was subject to vivid statistical scrutiny using SPSS software. The average
grades of every questionnaire variable were calculated. The results are verified by means of the
tables and charts.

VALIDITY AND RELIABILITY

One of the key criteria addressed by researchers is that of internal validity or credibility, in which
they seek to ensure that their study measures or tests what, is actually intended. According to
Merriam (1998), the qualitative investigator’s corresponding concept, i.e. credibility, deals with
the question, “How harmonious are the findings with reality?” Lincoln and Guba (1985) argue
that ensuring credibility is one of most important factors in establishing trustworthiness.
There are many techniques to certify validity and Triangulation is one of them (Bryman, 2007).
Triangulation method is used to ensure credibility in this research. The researcher has made use
of questionnaires, focus groups and interviews to collect data from different samples.
Verification by peers (doing PhD research) was used to ensure methodological credibility.

Reliability: the internal reliability of a study is measured in terms of consistency in answers. The
reliability of the research is checked in a quantitative research. In this method the focus is to
make sure that the researcher understands when inconsistencies occur rather than eliminating
these inconsistencies after occurring. The consistency of the findings with the collected data is of
prime importance here and for this the researcher should have documented the whole procedures
that lead to these findings.

ETHICAL CONSIDERATIONS

The samples are the most important elements of research (Berg, 2004).He should also be ensured
confidentiality of research. The participant is the key factor in any research. Several ethical
issues which may rise during a research process with regard to the participant should be given
consideration in any type of research (Merriam, 1998). Without consent, nobody should be
encouraged to be the subject of research. The major ethical issue that arises during a research
process is the management of information or data collected from the participant, which is of a
personal nature. Here the name of the participant and other details like the name of the
organization they work for, were kept strictly confidential. All the data collected were stored in a
secure place and only the researcher had access to this. Another major ethical issue is regarding
the information passed about the research to the participant. They were well informed about the
subject of the study, the use of the data collected from them, designation of the researcher and
the reason for conducting such a study. Voluntary consent was obtained from each participant.
The participants were also given ample time to clear any doubts regarding this research.