E-commerce - Cape Peninsula University of Technology
E-commerce - Cape Peninsula University of Technology E-commerce - Cape Peninsula University of Technology
Chapter 3: Research design and methodology CHAPTER 3 RESEARCH DESIGN AND METHODOLOGY 3.1 APPROACH TO THE RESEARCH Page 45 This research began with a wide ranging literature review. This also included a review of documents of various organisations involved with e-retailing such as the Intemational e-retail Association and the Department of Trade and Industry. From this review, previous work was identified and also evidence of research design and methodology was found. The collection of primary research data proceeded in two stages, using a qualitative research design and a quantitative research design. Questionnaires (quantitative) and personal interviews (qualitative) were used as instnuments for data collection to locate where quality of service can be improved to ensure customer loyalty and reveal the overall impact of the Intemet in the e-retailing environment. The use of questionnaires and personal interviews also helped to identify where stability in the retail environment could be enhanced to ensure that an effective e-retail benefits are gained. Figure 3.1: research model Improved product Customer loyalty Increased market and service quality share and profitability Rgure 3.1: research model Figure 3.1 above shows the research model. The researcher collected data through questionnaires to examine how e-retailing improves customers shopping experience. The survey method was considered useful for this particular project because it cames good and accurate study of the population surveyed (Saunders, Lewis and Thornhill, 2003). Identifying the needs of e customers with a view to satisfying them is important to e-retailers. "
Chapter 3: Research design and methodology Page 46 The survey method through the design of questionnaire has generated useful empirical data that can be used to develop appropriate e-retail strategies. It is also convenient to generate comparative data that is used to analyse dependent variables. While case study method requires long period of time in the field and emphasise detailed observational evidence, the survey method can generate quick data (Jones and Smith, 2001) cited in Saunders et ai, (2003). Convenient shopping is an important element for e-shoppers, investigating this through survey questionnaires provides the basis for this research. 3.2 THE USE OF QUESTIONNAIRE 150 (One hundred and fifty) respondents were targeted for the completion of the questionnaire and these respondents are expected to be able to read and understand the questions, computer literates and Internet users. Therefore the implications of age, literacy level and visual ability were taken into consideration (Denscombe, 2003:145). Areas that were investigated include the quality of goods and services available to e-customers, customers' satisfaction and profitability. These areas of enquiry were derived from the research domain. Denscombe (2003) states that the premise of using a questionnaire is that it can be used generate the right information from the respondent. The reason for using this method is to ensure that varieties of data and sources used are relevant to a broader spectrum of e-commerce businesses, particularly those involved in e-retailing. 3.3 INTERVIEW DESIGN Interviews were chosen for the investigation of management viewpoints because of the uncertainty of the outcome (there views could not be . '
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Chapter 3: Research design and methodology Page 46<br />
The survey method through the design <strong>of</strong> questionnaire has generated useful<br />
empirical data that can be used to develop appropriate e-retail strategies. It is<br />
also convenient to generate comparative data that is used to analyse<br />
dependent variables. While case study method requires long period <strong>of</strong> time in<br />
the field and emphasise detailed observational evidence, the survey method<br />
can generate quick data (Jones and Smith, 2001) cited in Saunders et ai,<br />
(2003). Convenient shopping is an important element for e-shoppers,<br />
investigating this through survey questionnaires provides the basis for this<br />
research.<br />
3.2 THE USE OF QUESTIONNAIRE<br />
150 (One hundred and fifty) respondents were targeted for the completion <strong>of</strong><br />
the questionnaire and these respondents are expected to be able to read and<br />
understand the questions, computer literates and Internet users. Therefore<br />
the implications <strong>of</strong> age, literacy level and visual ability were taken into<br />
consideration (Denscombe, 2003:145). Areas that were investigated include<br />
the quality <strong>of</strong> goods and services available to e-customers, customers'<br />
satisfaction and pr<strong>of</strong>itability. These areas <strong>of</strong> enquiry were derived from the<br />
research domain. Denscombe (2003) states that the premise <strong>of</strong> using a<br />
questionnaire is that it can be used generate the right information from the<br />
respondent.<br />
The reason for using this method is to ensure that varieties <strong>of</strong> data and<br />
sources used are relevant to a broader spectrum <strong>of</strong> e-<strong>commerce</strong> businesses,<br />
particularly those involved in e-retailing.<br />
3.3 INTERVIEW DESIGN<br />
Interviews were chosen for the investigation <strong>of</strong> management viewpoints<br />
because <strong>of</strong> the uncertainty <strong>of</strong> the outcome (there views could not be<br />
. '
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