Methodology: Research Philosophy

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Chapter 3 Methodology Research philosophy According to Mcnnab (2007) there are three dominant views; positivism, interpretive approach and realism research. These philosophies are about the knowledge that emerges, but considered not to be independent and in other aspects more likely to have common characteristics and clashes with one another. The positivist position which claims to be the natural of science and prefer working in social reality hence, the testing of hypothesis developed from any existing theory through the measurement of observable realities Paul Flowers (2009). The positivism approach is based upon values of reason, the truth that is revealed purely on the facts that is gathered through the direct observation and experience which is measured empirically using quantitative methods; statistical analysis, surveys and experience. According to Sundar (2003) this research philosophy has an important role of an objective analyst be able to evaluate the collected data that will produce appropriate effective results. The interpretive philosophy describes by Hatch and Cunliffe (2006) and by Blaikie (1993) as the anti- positivist which contented to be a fundamental difference between the subject matter and nature of social science. Nevertheless, the social world argued that the individual group should be able to make sense of the situation based upon their experience and expectations Flowers (2009). Therefore, is a constant reconstruction in experience which results to differing interpretation this multiplies interpretation that creates a social society which people act. The interpretive is considered to be a multiple of realties, Denzin and Lincoln, (2003). As this is interprets through the experience a conducted in th... ... middle of paper ... ...o use for instant information. Data will be collected from the like page on Facebook, Instagram, twitter and Youtube these results will be converted into a table from their sub categories which will be formed from the tweets that are tweeted whether they link to consumer behaviour. There will be certain skills needed in this process, being open minded with data collected, observing the right information for your research and making sure it is reliable. Using social media as platform and tools to collect data become important in my research allowing to access like pages 24/7. This research interested me to investigate the influence of different social media on decision making. Also, the difference in characteristics according to consumers, the cultural and nationalities that interest to understand the influence of consumer behaviour and the variables behind it.

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