Explained to be the researcher’s perspective of how knowledge is constructed or created, and how the study is used to create knowledge (Green, Johnson & Adams, 2006). In most academic research such as this, the researcher may either create new knowledge or build on existing ones. In the current circumstance, the researcher seeks to do both by building on existing knowledge for the creation of new set of knowledge. On the whole, the existing knowledge that was built upon was with the use of various national identity measure tools and models already known in literature.
Particularly, there was the use of the NATID scale devised by Keillor et al. (1999) in measuring the national identity of UAE consumers. The new knowledge created however had to with the creation of a modality by which the outcome with the measure of national identity could be used in affecting marketing decision. In the quest to create new knowledge in a research of this nature, Given (2008) posited that there are three major research philosophies that can be adapted as guide. These are positivism, realism and interpretivism.
By weighing the different interpretations of the various research philosophies, the researcher settled on the use of interpretivism. Riley et al. (2010) explained that in interpretivism, the researcher takes the posture that knowledge is a complex phenomenon that cannot be generalised in a value-free and detached manner. As a result of this, the researcher focuses on the exploration of the research topic through the critical interpretation of data collected from different sources to establish research conclusions that directly address the research topic. Based on this, the researcher used quantitative research method, which made it possible to collect data based on as many constructs and variables possible so that these would subsequently be interpreted based on given models to draw research conclusion. Whiles the research philosophy focuses on the researcher’s perception on the way knowledge is constructed, the research approach explains the actual scheme that defines the creation of the said knowledge (Hart, 2008).
Sapsford and Jupp (2006) therefore proposed two major research approaches that may be used in research of this nature which are deductive and inductive approach. Saunders, Lewis and Thornhill (2003) noted that between the deductive approach and inductive approach, the major difference has to do with whether the researcher sees knowledge as a means
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