Hello,
I am studying how WOM can affect the purchase decision of the customer for a specific industry. The purchase decision theory already exists and I am the studying if WOM can effect the purchase decision, as well I have created a hypothesis. For data collecting, I am only using a questionnaire my research is quantitative.
So, for the approach of the research should be deductive or abductive? Should remove the hypothesis to avoid any confusion? In addition, for the philosophy which kind of philosophy would be more suitable?
I find your question very interesting, which I will try to answer based on some ideas developed by me in opinion studies. It seems to me that this research should not be quantitative, otherwise it should be qualitative, or it should be based on the mixed paradigm. In order to know the needs of customers, their opinions on WOM sales must be directly interact with customers and for this you must use the methods and techniques of qualitative research. I do not rule out the use of quantitative paradigm methods and techniques, the opposite, but we must assess the logic of this type of research. In my opinion, for this type of research, the survey, the interview and the participant observation are the fundamental methods to be used. Andre Afonso Bambi
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