CHAPTER 6 - RESEARCH DESIGN AND METHODOLGY
In chapters two to four a thorough theoretical study has been done on the
appropriate subjects for this specific study, i.e. new economy leadership, customer
relationship management (CRM) and relationship marketing. Chapter six outlines a
systematic exposition of the procedures and methodology that were followed in order
to achieve the research objectives set out in Chapter one.
6.2 RESEARCH DESIGN
Zikmund (2003:65) states: “A research design is a master plan specifying the
methods and procedures for collecting and analysing the needed information.”
Exploratory research will be conducted and the study is of a qualitative nature.
6.3 EXPLORATORY RESEARCH
Exploratory research is the initial research conducted to clarify and define the nature
of a problem (Zikmund, 2003:110). According to Zikmund (2003:111) exploratory
research provides greater understanding of a concept or problem, rather than
providing quantification. Exploratory research will be used in this study to provide
greater understanding of the impact of new economy leadership amongst
relationship managers in ABSA Personal Financial Services.
6.4 QUALITATIVE RESEARCH
Shao (1999:151) states that data is either quantitative or qualitative. Quantitative
research uses mathematical measures and statistical techniques to determine
relationships and differences among large samples of target populations (Shao,
1999:151). Highly structured, quantitative research involves designing questions with
a choice of specific responses so that the responses can be measured and analysed
mathematically (Shao, 1999:151).
Qualitative research is less formally structured than quantitative research and it uses
smaller samples. The data gathered using qualitative techniques is subjective and
non-quantifiable (Shao, 1999:151). The primary data collection technique that will be
used in this study will be of a qualitative nature. The qualitative method to be used in