Research Design and Methodology

Primary and secondary sources are ways in which data can be retrieved. As Serakan (2006)
stated, “Primary data refer to information obtained by the researcher on the variables of interest
for the specific purpose of the study”. Various evidence suggesting to what methods of primary
research can be conducted and which are most effective for the previously mentioned problem
description are stated in this chapter.
In the article ‘Data Collection: Primary Research Methods’, Christ (2009) wrote that, the
responsibility for collecting data under primary research falls to the marketer. Marketers can
select two basic approaches to collect data using primary methods:

 Qualitative Data Collection

 Quantitative Data Collection

Qualitative Data Collection

Most commonly known as “touchy-feely” research, this collection method requires the
researcher to interpret the information gathered, without the benefit of statistical support.
However, the lack of scientific control over the research of this type as well as the time
consuming factor are considered to be key drawbacks. It is also expensive and limited to a small
segment of the entire market. Due to various barriers, conducting qualitative data collection
methods to a large group can be difficult when deciding the final outcome.

Overall, qualitative data collection methods are most suitable to be used for discovery purposes
and explanations nevertheless with limitations.

According to the suggested evidence and reasons, the following Qualitative data collection
options will be conducted for the research design of this primary investigation.
 1. Structured and unstructured interviews

Sekaran (2006) writes that, “Unstructured interviews are so labeled because the interviewer does
not enter the interview setting with a planned sequence of questions to be asked of the
respondent.” The objective of this is to bring some preliminary issues to the surface so that the
researcher can determine what variables need further in-depth investigation.

Furthermore, she also goes on to say that, “Structured interviews are those conducted when it is
known at the outset what information is needed. The interviewer has a list of predetermined
questions to be asked of the respondents either personally, through the telephone, or through the
medium of a PC”

Both unstructured and structured interview can be conducted face-to-face. Shown in the table is a
comparison of the pros and cons of face-to-face interviews.

Advantages Disadvantages
Ability to adopt the questions as necessary and Geographical limitations occurred if conducted
clarify doubts. nationally or internationally
Ensure that the responses are properly The cost of training interviewers to minimize
understood, by repeating and rephrasing the interviewer biases are high
questions.
Researcher can also pick up nonverbal Respondents may feel uncomfortable with the
reactions from the respondent. anonymity of their response.
Possibility of understanding and measuring the Time consuming to conducted face-to-face
body language exhibited by the respondent. interviews are high
E.g.; frowns, nervous tapping
Low cost because done verbally and directly Prior appointment and approvals required
before being able to conduct the interview
Can motive respondents Respondents can terminate the interview at any
time
Rich data can be obtained Takes personal time

2. Non-participant and Participant observer

Sekaran(2006), further explains that, people can be observed in their natural work environment,
activities and behaviors or other items of interest can be noted or recorded. Observing a process
that occurs routinely can help the observer get a better understanding of the processes.
Movements, work habits, statements made, meetings conducted, facial expression and body
language of the office staff, when closely analyzed can reveal weaknesses or turning points for
the study.

Non-participant observer: The researcher collects the needed data without becoming a part of
the organization system. This observation can simply be done by the observer sitting in a corner
of the office analyzing and watching on the daily tasks. Generally this process can take up to a
few days of observation to identify and tabulate the findings. Drawbacks of this method, can
include the Hawthorne effect, extended periods of time and the need to be physically present at
the location.

Participant observer: The researcher enters the organization or research setting and becomes a
part of the team work. This can be done by joining the organization as an employee and
observing the dynamics while working for the organization.

Shown in the table is a comparison of the pros and cons of observational studies.

Advantages Disadvantages
Data received through observation of events Long period of time is required because the
are generally more reliable and free from observer must be physically present
respondent bias
Easier to note environmental influences on Slow method of collecting data but also tedious
specific outcomes. and expensive
Easier to observe certain groups of individuals Long periods of subject observation could
rather than using other methods to obtain result in bias data
information from the same individuals
High reliability factor, because information is The Thought process of individuals cannot be
retrieved firsthand captured.
Cost is significantly low in Non-participant The observer must be trained in un-biased
observations observation skills and how to effectively
identify critical factors
Quantitative Data Collection
This data collection method is ideally used with the involvement of numbers to assess the
information and then evaluate them using statistical analysis which offers researchers varied
opportunity. While the information received can already be in numbers there also are non-direct
ways of numerically collecting data. Such as ratings for a series of questions depending on how
they appeal to the reader. Christ (2009) mentions that this most often occurs with data collected
within a structured and well-controlled scientific research design. Quantitative Data Collection is
most critical for hypothesis testing. The most popular form of Quantitative data options are
surveys, tracking, experiments and sampling.

3. Questionnaires

As stated by Sekaran (2006), “a questionnaire is a reformulated written set of questions to which

respondents record their answers, usually within rather closely defined alternatives”. There are
number of ways to distribute questionnaires; they can be administrated personally, mailed to the
respondent or electronically distributed.

This primary investigation will administer an electronic questionnaire form which will
automatically update answers on to an excel spreadsheet. Among the advantages using this data
collection method includes that it is easy to administer, can reach any global area, very
inexpensive, fast delivery and convenient to provide to the respondent.

Furthermore, discussing the letdowns of this option is also necessary. These include the need for
computer literacy and the willingness of the respondent to finish the questioner with accurate
information.
 4. Document review

Under the tracking and research categories, this method design can be used to help understand
how the current system is supposed to work.

Cashman (2009) suggests that copies of actual forms and operating documents currently being
used should be obtained to fulfill this purpose. Both completed and blank forms can be analyzed.
Furthermore Mertens (2008, p.243), also states that document data can be found from a variety
of sources. They can range from unofficial documents to documents created for personal reasons
and can be of varied of types such as written articles, electronical articles or hard copies.

Mertens (2008, p.243) values document review, because they provide background that is not
accessible from community members.
Justifications of Each Research Design

Taking in to consideration all features and drawback of each methodology as well as analyzing
the capability of applying each of these methods to a government organization such as The
CMC, has helped identify the most suitable and critical fact finding methods for the relevant
problem. Below are justifications and evaluations of why the particular method is involved in the
research and what main factors they will assist in.

Interviews
After closely analyzing the above, as one main fact finding tool for this primary research
interview with a top level engineer will be done. The interview will be well prepared and
planned with a structured format. However, sometimes could be directed towards unstructured
questions depending on the flow of the interview. Prior appointments and informing will be done
to confirm the interview time slot. The interview will help identify and understand the basic
ground of complexity of the current procurement process. Nevertheless, an insight on the
organizations internal responsibilities can also be uncovered by means of the interview. The
summary of opinions and facts received at the face to face discussion will help in broadening the
technical and development researches.

Questionnaires
This research method is being used for the primary investigation to use numeric data which can
be statistically analyzed. To achieve this task, an electronic questionnaire will be sent to the
main officer’s in-charge of receiving the supplies in all other 13 departments. A request will be
sent to help participate and receive feedback from the customer side of the procurement process.
Google docs will be used to generate the electronic questionnaire and receive the statistics thus
costing a minimum amount.

The questionnaire summary will strongly contribute to help increase efficiency based on the
customer requirements. As the procurement department caters to the other departments needs, it
is always best to receive feedback from either side of the process. The results and end feedback
given by questionnaires can be used for the risk analysis and a more customer-driven technical
research.

Document review
Using document review to analyze how the procurement process takes place manually, will be a
main fact finding method for this project. Currently forms and bills passed by the procurement
department to the client departments, the estimates provided by the client departments , the order
given to the supplier by the procurement department and also the client departments goods
received mechanisms are all done using manual methods. While this might not be the most
suitable mode to do the process, revising the paper work that is used to complete this can provide
a huge advantage it terms of identifying the risks involved in depending on such a vast amount of
written documents and the development methodology that can be practiced.

Observations
According to the drawbacks and advantages of this process, it is not very suitable nor practical to
identify the routines and functions being processed at the Colombo municipal council’s
procurement department. The main reason being, the process takes about one year to complete.
Hence, a simple observation of a day or two will not largely affect this study outcome. Instead it
would incur a loss of time and cost to sit-in for a number of days. Also a main key point in not
using this method as a fact finding tool is the “hawthorn effect”. The hawthorn effect suggests
that under observation, workers and staff tend to act different and more productive, therefore
losing the essence of the data. Thus, observation will not be taken to consideration.

In conclusion, to identify the flaws and loopholes of the current procurement process a primary
investigation containing interviews, questionnaire and document reviews will be conducted.