Deductive approach has been noted to be generally applicable to scientific research when the researcher has background information that informs the formation of the hypothesis (quote). Inductive research functions in an opposite manner to the deductive approach because it involves the construction of theory by providing the researcher the flexibility of modifying the research emphasis until accumulated findings have been collected in the research process (quote). To a large extent therefore, in deductive approach, the researcher works from the known through hypothesis to the unknown through the establishment of theory.
In the inductive approach however, researcher works from the unknown to the known. In the proposed market research, the researcher shall adopt the use of inductive research approach. There are a number of reasons that informs the use of inductive approach. In the first place, the researcher wants to gain greater flexibility with the data collection method. Meanwhile when using a deductive approach, such flexibility is lacking because strict data collection methods that satisfies the hypothesis set must be used (quote). In the proposed research however, there will be no such hypothesis that will restrict the data collection method, making the inductive approach highly relevant.
Another reason for selecting the inductive approach is in the fact that the market research will be performed as a social research rather than a scientific research. Meanwhile quote (year) noted the deductive approach as being appropriate for scientific research and inductive approach for social research. Indeed, social research has a form of dynamism that can be said to be highly conducive with the use of inductive approach. This dynamism has to do with the fact that the researcher strives to understand human behaviour and the factors that influence these.
To achieve this, there must be as much manipulation and flexibility with data collection as possible (quote). 4.0 Secondary data and primary data collection 4.1 Secondary data Secondary data basically refers to a type of data that is already in existence and has been used in previous studies (quote). This means that secondary data was collected by someone who is not exactly the researcher undertaking the research. There are several sources from which secondary data may be found and collected, including organisational records, national database, academic databases, and database of universities (quote).
A research that relies exclusively on secondary data can thus be referred to as a secondary research.
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