RESEARCH DESIGN AND METHODOLOGY
4.5 RESEARCH APPROACH FOR THIS STUDY
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to offer solutions to problems confronting the construction industry, there is the need to adopt a vigorous philosophical approach that takes into cognisance both ontological and epistemological perspectives.
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prevalent in construction management research (Amaratunga et al., 2002; Dainty, 2008; Love et al., 2002), some studies on strategic management in construction utilised a single quantitative approach (for example, Kale and Arditi, 2003; Pamulu, 2010; Tan et al., 2012). Moreover, Amaratunga et al. (2002) and Ankrah (2007) argued that the essence of undertaking research at this level is to advance a new perspective to an existing body of knowledge for which a quantitative approach is appropriate.
It is acknowledged that this study is primarily deductive and theory-testing, hence the adoption of a pragmatist positivist approach. However, Dainty (2008) and Love et al. (2002) argued that to unravel the inherent complexities of the construction industry, construction management researchers need to adopt multi-methodology approach which draws from the strengths of both an interpretivist qualitative approach and a positivist quantitative approach. This study therefore adopted an embedded mixed-methods approach that primarily relied on quantitative (survey) means of data collection, and was supported by secondary qualitative data (focus group interview and document analysis) which was conducted concurrently. Hence, this study employs a quantitative component priority which has greater importance for addressing the study’s main purpose (Plano Clark and Creswell, 2015). The chosen approach was considered appropriate for this study as it would enhance the confidence in and credibility of findings reported, and its validity (Easterby-Smith et al., 2012), thus providing a better understanding of the phenomenon being investigated.
4.5.1 Embedded mixed methods research design
The embedded (quasi-experiment) mixed methods design is described as the procedure used by researchers to collect a secondary dataset (qualitative) in a study which is guided by a traditional quantitative design, where the secondary set of data addresses a different question and is used to augment the interpretation of the primary method (Plano Clark and Creswell, 2015). For example, the quantitative dataset may be of primary importance to test the effectiveness of an intervention, while the qualitative dataset provides secondary information about the intervention’s process. The collection of data for embedded design maybe concurrent or sequential, with the researcher’s emphasis and focus on the primary method (Plano Clark and Creswell, 2015).
The study set out to empirically validate a pre-existing assumption (that targeting SMCs and increasing their participation in government contracts stimulates their growth performance and development), which relies upon quantitative data from a large sample of respondents. The
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rationale for selecting an embedded research approach stemmed from the inherent nature of the research problem which called for a secondary dataset to the support the primary quantitative design, thus augmenting its interpretation and discussion of results. The embedding or inclusion of qualitative data paved the way for the exploration of the relationship quality attribute of the study. This explains the nature and the quality of relationships experienced by the SMCs with other stakeholders in the Targeted Procurement project organisation or supply chain. Hence, the qualitative data within a larger primarily quantitative research design enriched the description of the supply chain relationship quality attribute within the specific context of the Targeted Procurement process in South Africa.
A positivist quantitative approach was more appropriate for addressing the main purpose of the study, which set out to empirically validate the pre-existing assumption or theory that targeting SMCs and increasing their participation in government contracts stimulates their growth performance and development. However, Achtenhagen et al. (2010) called for more qualitative research to better understand certain neglected aspects of organisational growth, and to gain new insights into practitioner’s perspectives of growth. In a more specific context to this study, Hammond (2011) also suggested that a greater use of qualitative methodology would be beneficial to understanding the social world of emerging contractors within the construction sector in South Africa.
The study also followed the concluding remarks from Coad’s (2007) study on firm growth that the use of empirical analysis is the way forward to understanding the growth of firms, as theoretical predictions have been of limited use, if not downright misleading. Coad (2007) further recommended a Simonian methodology (Simon, 1968) whereby facts are first pursued through empirical investigations, and theories later formulated as attempts to explain the
“stylised facts” that emerge. However, Achtenhagen et al. (2010) recommended a combination of primary data and secondary data to ensure validity in the results. Hence, the results from the secondary qualitative component although having the lesser priority to the overall purpose of the study, served to provide an additional source of information for the primary quantitative component. The adoption of this approach represents a significant departure from the approaches employed in previous research on preferential procurement and SME development
101 Figure 4.1: Embedded mixed methods design for the study
(Adapted from Plano Clark and Creswell, 2015:400)
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in South Africa, which makes this research a significant contribution to the body of knowledge on procurement in the construction industry. Figure 4.1 illustrates the embedded mixed methods design employed in this study.
4.6 STUDY POPULATION, SAMPLING TECHNIQUE AND SAMPLE SIZE