Creswell and Poth (2016) stated that research design is a framework or blueprint for conducting research outlining the procedures necessary to obtain the information. This is important to ensure there is a structure to solve research problems, and there is a general plan of how one will go about one’s research. This research study made use of a qualitative research approach to reach the specific objectives identified. The research aimed to understand Africa's organisational culture dimensions, and the qualitative approach allowed the participants to express their viewpoints without using closed-ended questions.
Cohen et al. (2000) described qualitative research to analyse data using an open-ended approach. This would mean that the analyses of the information were not set in a defined structure. It permitted the data to be studied without any predetermined assumptions, using a qualitative data approach. This allowed the data from the research questions to be analysed and included the researcher's theories and theories that could result from the data itself. It allowed for full integration of all aspects of the data being analysed, factoring theories and data results into a coherent framework. Sharma (2010) indicated that qualitative research records participants' behaviour in natural settings, with all the operating environment's intricacies. It is also beneficial for the in-depth study of small groups of people.
Additionally, Breakwell et al. (2012) described qualitative research as focusing on individual experiences. It is an approach that focuses on how people encounter their world through social and cultural practices. This is supported by Nerlich (2004), who indicated that qualitative research is an approach that uses language rather than numbers. It is an interpretative approach where language is used rather than using numbers to interpret data. A qualitative approach aims to understand emotion, feeling or perception of a situation, interpreting the social world they live in. Hence qualitative research supported this research in understanding the dimensions that contribute to organisational culture. This is supported by research from Tracy (2013), who indicated that qualitative research is rich and holistic and allows an understanding of a sustained process by focusing on lived experiences and honouring local meaning. It supports the ability to interpret a participant’s viewpoint and story, which results in further self-disclosure from participants. Interviewing or observing participants can result in further self-disclosure and allow for an intuitive understanding of events. It is a process that allows an individual to express their experiences of an event which assists in understanding their opinions. The methodology allowed for the participants interviewed to express themselves freely using their experiences. This study aimed to obtain the participants' understanding of organisational culture dimensions, and hence the qualitative process supported the participants by allowing them to express themselves spontaneously. Through the discussions, it allowed the researcher to identify themes of organisational culture dimensions in Africa.
Guest et al. (2012) supported the above when they indicated that a common thread throughout all qualitative research methods is an inductive and flexible nature. Although there are certainly a few qualitative data collection and analysis techniques that are more structured and deductively oriented than others (e.g., content analysis), most research initiatives in the qualitative vein take an iterative approach. They further elaborated how flexibility can be built into the research design itself by employing a theoretical sampling strategy in which a
researcher adjusts the sampling procedures during the data collection process based on incoming data. Additionally, the use of qualitative data was supported by Biggerstaff (2012), who noted that qualitative methods have much to offer when exploring people’s feelings or asking participants to reflect on their experiences. Qualitative research allows the researcher to discover and unpack individuals’ understandings and emotional states and reflect on these accordingly. Allowing individuals to express their experiences allowed the participants to adopt an open-ended methodology to express their feelings regarding certain constructs.
Gretzel and Fesenmaier (2010) supported that people can express themselves easier when using stories and descriptions of experiences to gather information.
This research was done using face-to-face interviews and skype meetings which allowed participants to express themselves freely. Thus, any clarity could be provided during the process, and further elaboration could be provided where necessary.
The approach used has advantages as well as disadvantages. The disadvantages of this type of research were discussed by Rahman (2017), who indicated that the qualitative research approach might exclude contextual sensitivities. Additionally, previous personal or professional experiences or beliefs can introduce preconceptions to a researcher. Hence, a researcher’s frame of reference or the theories and models influenced by a researcher can affect such research. While this is a challenge, it can be mitigated by ensuring that the data is interpreted through competing conclusions.
Additionally, a researcher should also declare any beliefs before the start of a study. The nature of the study determines the extent of the findings that can be drawn and used. Breakwell et al. (2012) indicated that the researcher should adopt openness with all research. Additionally, all investigated phenomena are informed by careful receptivity and informed curiosity about the questions being asked. Finally, all phenomena being investigated include any contradictions that may relate to the criteria being investigated.
The researcher was aware of the positive challenges afforded in qualitative research and therefore ensured no preconceptions, beliefs or views that would influence the research.
Additionally, a semi-structured interview was used to ensure that the objectives of the research were reached.
This research aimed to understand the relationships people have with objectives and the world in which they reside. Furthermore, it aimed to ensure that these relationships' complexity is not lost (Breakwell et al., 2012). This is supported by research done by Lim et al. (2017), who further supported that qualitative research explores phenomena and experiences that are not captured through a quantitative process but rather through an objective process. Thus, using a qualitative approach allowed the researcher to explore experiences and phenomena not easily captured through a quantitative or more objective process.
The research approach selected, as indicated above, allowed for results that could determine the dimensions that contribute to the organisational culture within Africa. The research explores Africa's organisational cultural dimensions and how this compares to Schein’s organisational culture model, which will be achieved by adopting the qualitative research approach. There were at least over 400 articles consulted during this research, to which over 200 articles have been retained.