Qualitative Research Methodology

Research methodology is analogous to a kaleidoscope (Cunningham, 2000). Just as a kaleidoscope reveals different shapes and colours of objects to the viewer depending on the angle at which it is held, a methodology provides different observations on phenomena for the researcher depending on how it is employed and implemented.
Studies like this have blended the positivist and interpretive philosophies. This study adopted what Cunningham et al., (2000) refer to as methodological triangulation or the use of multiple methodologies and data sources. This results in the use of both quantitative and qualitative approaches. The rationale for the triangulation is that different measures or methodologies are complementary to each other; weaknesses of one methodology could be overcome by strengths of another, and vice versa. The triangulation entails not only the use of multiple methods, but also the collection of data from multiple sources.
However, one of the common criticisms of quantitative approach is that it does not penetrate very deeply below the surface; breadth is often emphasized at the expense of depth. Such a weakness can be overcome by qualitative methodologies such as in-depth interviews or participant observation or accompanied interviews/journey. The quantitative approach involves mainly the use of questionnaires. The qualitative methods used to improve both the design and interpretation of traditional surveys such as the administration of questionnaires (Deakin, 2001) are in-depth interviews, participatory and non participatory observations techniques.

Research Design
Jankowicz (2005) describes research design as “the deliberately planned arrangement of conditions for analysis and collection of data in a manner that ai...

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... Accra-Takoradi route, the service providers plying these routes, drivers and the regulatory bodies overseeing their activities. Due to lack of record keeping by the majority of the intercity bus service providers, the researcher was given the estimated number of ICB leaving Accra- Takoradi and Takoradi to Accra in 2012 by the station masters of GPRTU, FORD, VVIP, VIP, DIPLOMAT. But the managements of Intercity State Transport Corporation (ISTC) and Metro Mass Transit Ltd (MMT) made available the passengers’ movements for 2012 which forms the basis for the target population. In addition, the researcher was advised by the station managers to multiply the average number of buses by 365days and then by the most used vehicle seating capacity to arrive at the sample frame and sample size as indicated in Table 3.1. The quota sample was therefore generated from Table 3.1.