A qualitative research strategy is particularly applicable for the purposes of this research, where the connection between several different variables had to be established through interpretation.
Initially the researcher also considered researching two groups of employees by comparison – one coming from an organisation where the performance management model is used, and another one, where this model is not used. This approach was overruled however, because it does not reflect the interactive nature of the model being studied in which managers and business leaders play crucial role.
For the purposes of this study, the writer had to examine two separate groups of participants.
The purpose of this chapter is to explain in detail the research methods and the methodology implemented for this study.
The chapter will explain first of all the choice of research approach, then the research design, as well as the advantages and disadvantages of the research tools chosen.
Interviews are often used as complementary research method in the social sciences, because they give the opportunity for a more in-depth, open discussion, and more informal, free interaction between the interviewer and the interviewee (Potter, 2002; Winchester, 1999; Sarantakos, 2013).
Despite being considered a disadvantage because it produces subjective results, the flexible format of the interviews was a major advantage for this study, as some nuances of the research such as exploring “emotions”, and “creating memorable experience” could not be properly captured with the questionnaire design.
This study was no exception and questionnaires were a quick and effective way for the researcher to reach multiple respondents within several weeks.
A general disadvantage of the questionnaires however is their fixed and strict format, which eliminates the possibility for more in-depth or abstract observation (Bell, 2005; Sarantakos, 2013).
This will be followed by a discussion on their ability to produce valid results, meeting the aims and objectives set by this dissertation.
The chapter then goes on to discuss the sample size and the sampling strategy applied by the author, and the data analysis methods which have been used.