Dissertation Introduction Chapter Example: Consumer Attitudes on Carbon Labels

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Understanding consumer attitudes and knowledge of the carbon debate and carbon offsetting label communication in Palermo, Italy – A study of the bottled water carbon labels communication

Chapter Introduction

In the research methodology chapter, the rationale for the research approach will be evaluated. In addition to this, the strengths and weaknesses of carrying out the research approach will also be evaluated in the study as a result. With the help of the results provided, the choice and the rationale for choosing the particular method for carrying out the research approach will also be evaluated for the study. Lastly, the ethical considerations for carrying out the study will also be thoroughly analysed.

Section 1: Rationale for research approach and consideration of methodological issues, strengths and weaknesses of the approach

The purpose of this research is to gain an understanding of the thoughts and feelings held by customers regarding carbon-offsetting messages. The research investigated, from the perspective of grounded theory, the steps that customers go through before deciding whether or not to invest in environmentally friendly bottled water. Individual interviews were conducted with between 15 and 20 customers of the San Benedetto eco-green line. These customers came from two different age groups (those between the ages of 40 and 55 and those between 25 and 35). Practically speaking, each interview lasted anywhere between 25 and 30 minutes.

This method was chosen to avoid quantifying or generalising the effects on attitudes or intention to use through statistical representation. This method was utilised in the past to investigate sustainable labels, which is why it was selected as the method of investigation.

As a result of the increased accessibility of first-hand knowledge, conducting research using interviews is a great deal less difficult than it would otherwise be. The direct knowledge of the individuals who were interviewed enables the extraction of important discoveries from the study that is currently being carried out. As a consequence of this fact, it typically contributes a larger value to the data that is being collected for the research.

In qualitative interview research, as in quantitative survey research, respondents need to be able to accurately and truthfully recall whatever specifics about personal lives, circumstances, ideas, opinions, or actions are being investigated.

In addition to being time-consuming and perhaps expensive, qualitative interviewing requires a lot of attention to detail. The procedure begins with the development of an interview guide, followed by the selection of a sample and the actual interviewing of that sample. Even before the coding process begins, interview transcription is a labour-intensive task. This is because the researcher asked the interviewees for more of the participants’ time.

The process of conducting qualitative interviews is not only physically demanding but also mentally and emotionally difficult. When beginning a qualitative interview study with a sensitive subject, researchers should be mindful of their capacities to listen to stories that may be emotionally taxing for them to take in.

The SSIs help carry on in-depth conversations practically. In most cases, the research can objectively examine the dialogues that took place during the SSI as well as the different responses that were originally superficial to arrive at complex findings. A researcher could further follow this up a majority of the instances, all spoken and non-verbal replies, such as gut feelings, guffaws and quiet, to disclose confidential messages that might also prove to something valuable in the final evaluation of distinct themes collected from the interview. The interviewers can synthesise several topics to facilitate flexibility.

Within SSI, a researcher has the opportunity to discuss a wide range of issues that are interconnected by different themes. In addition, because the SSI is a highly participatory instrument, the interviewee is allowed to respond freely.

In addition, the findings of other studies indicated that the creation of computer-assisted qualitative data processing utilising flexible coding, when applied to themes that have been adequately coded, can produce valid research from large interview samples. This SSI compiles information on the issues under discussion in their original formats.

The following are some of the reasons why there is a possibility of data loss because once undertaking SSI: First, SSI is indeed not workable when it isn’t performed face-to-face (for example, online platforms such as teleconferencing tools, email messages, and other settings of a similar nature), or when it is conducted through written interviews. When there is active engagement from both sides (the interviewer and the interviewee), it is ideal to be able to draw upon the interviewee’s inner voice despite the restricted probing that is necessary when conducting interviews with people who have language challenges.

Therefore, as a result, the use of technology may have an impact on the interview because gathering data in its original form would be severely compromised. Even though there is currently a pandemic caused by the coronavirus and it has had an impact on how people physically gather together and travel, researchers are likely to rely on the use of technology for important qualitative research, particularly for SSI, in addition to other methods.

On the other hand, the problem of the language barrier can be solved by engaging translators, which presents the additional risk of the direct meaning being lost in translation.

It also explained in depth how the loss of meaning in translation contributed to restricted or inadequate comprehension and replies between the interviewee and the interviewer. When there is a lack of flexibility in the dialogue during SSIs and only a limited comprehension of the topic, the interaction is frequently terminated.

On the other hand, having a large number of non-responders can have the opposite effect, leading to an under-representation of the population that needs to be researched. It has also been demonstrated that certain respondents could reply less to issues that are considered to be “obvious” or ones that the interviewers are too embarrassed to discuss.

Internet-based interviews are convenient for people who have tight schedules. One of the biggest practical and methodological obstacles of online interviewing is the obvious isolation of research and translator from either respondent. First, in emergency or comment situations, it is not necessarily a given that all parties will have access to a fast Internet connection and basic computer knowledge.

Problems with the sound or the camera, a transmission delay so that the data is received later than it was sent, or the loss of data altogether were all possibilities. Researchers tried to address this issue in two ways: first, by testing the Adobe ConnectTM platform with a coworker in a different part of the office where the researcher was based; and second, by holding a group meeting on advance directives before conducting interviews.

In addition to familiarising everyone with the electronic platform, this voluntary participation session also gave everyone a taste of what it would be like to have an interpreter mediate their interactions. Researchers have new ethical considerations while conducting the interviews on the internet. Since they often have no say over the locations from whom participants conduct interviews or how internet platforms preserve information, they can no longer entirely guarantee the confidentiality of the information disclosed or the privacy of talks.

A further challenge is the provision of adequate physical space and confidentiality for participants. Due to the nature of the internet, it is not always possible for the researcher to guarantee the participants’ anonymity.

Visual cues, such as smiles or turning of heads, could be misinterpreted by the researchers as non-verbal cues related to the talk or as a response to the presence of others in the room because it is impossible to determine when others are present or absent during interviews. Besides the obvious disadvantage of not meeting face to face, the presence of an interpreter yet another unknown third party could have hampered the development of trust in online interviews. It’s also possible that tales were skewed because most of the online interviewees were men and not women.

The safety of research participants cannot be guaranteed nor can data integrity be guaranteed when using online interviews. However, when all other study methods fail to provide adequate safety, this one can be useful.

Section 2: Choice and rationale for research approach. 

The research strategy involved the steps taken to ensure that the study’s many components’ answers were gathered most appropriately and logically. This mattered greatly since it guaranteed that the researcher had entry to the information that was best suited to the subject at hand. The researcher mostly relied on qualitative and descriptive data for this investigation.

These measures were taken because they help guarantee that the researcher is collecting a complete set of data and because using them made it possible to easily access and collect all the detailed information that was required for the study. That was chosen so that the researcher would have complete access to all relevant data on the topic under study. In addition, this information is necessary for the study’s purposes.

The beliefs that form the foundation of the study subject are laid out in the research philosophy (Pieterse, 2020). An integral part of conducting effective research is having a coherent framework for the study that the researcher can use to keep track of their progress toward their goals (Pieterse, 2020). Positivism, interpretivism, and pragmatism are the three major theoretical frameworks. Positivism disregards the individual’s unique set of convictions in favour of considering all the ideas and thoughts created outside the study subject, on the research issue.

Pragmatism is a way of thinking about and solving problems that emphasizes finding workable answers. However, the researcher depended on interpretative philosophy to carry out the study, as this allowed him to consider a wide range of factors that are socially and culturally significant in his local context and influence the research question that was chosen. Moreover, this ideology allowed the researcher to insert their set of values and beliefs into the problem being studied.

While the deductive method involves formulating a hypothesis that serves as the basis for the study at hand, the inductive strategy involves analysing preexisting hypotheses in the field (Pieterse, 2020). Primary data of the study explains the process of collecting primary data, as opposed to secondary data which combines previously obtained theories and facts. There are two main categories of information that can be used in a study: quantitative data, which focuses on numbers, and qualitative data, which focuses on descriptions and narratives. The study employed an inductive methodology and relied on qualitative primary data collection. Because this approach would facilitate more effective data collecting and yield more robust conclusions that could be backed up by evidence when presented to stakeholders, the researcher elected to employ it. This method also made it less difficult to show how the findings jived with the data utilised in the study, which bolstered the validity of the study’s findings.

To put it simply, primary research is information gathered from primary sources. As a result, the researcher either collects the data personally or has it done on their behalf. When conducting research, primary sources are consulted rather than secondary data sets. Particular situations that call for context-specific data are ideal for this kind of investigation.

To learn how consumers feel about the company’s brand, for instance, a business may conduct primary market research. Since it is specific to the company, it is not contained in any publicly available database. One more way in which primary research can assist establish a person or corporation as a leader in their industry is by confirming hypotheses already held. After the research is published, it may be cited by other authors, who in turn will give credit to the original researcher. However, as the data owner, the researcher will always have the final say over any collected information.

Interviews can be performed over the phone or in person, and take the shape of a one-on-one or small-group question-and-answer session. When there is a requirement to obtain extensive data from a relatively limited sample size, interviews excel. It is common to practice to conduct interviews with experts to learn more about a particular field. Since the information gathered in this kind of study is highly sensitive, it is important to ask clarifying questions.

When formulating research strategies, multiple methods of data collection are considered. This guarantees that these methods can be used to conduct the study or collect the required data (Pieterse, 2020). Methods like surveys, case studies, experiments, data and theoretical analyses, and so on are only a few of the options out there (Jeffery, 2019). The requirements of the study strongly influence the choice and implementation of the method (Langer et al., 2020). Semi-structured interviews were used by the researcher for this investigation (Pieterse, 2020).

These interviews allowed the researcher to collect the rich, in-depth, qualitative data essential to the study, with as much granularity as was practical. It also allowed the researcher to pose more free-form queries. The researcher included open-ended questions to make sure the participants didn’t feel rushed or unsure of themselves while they filled out the questionnaire. To ensure that all respondents understand why this research is being undertaken, we obtained their consent before beginning the interview procedure.

A researcher may collect many different kinds of information during the course of a study, and they should all be taken into account before reaching any final decision. One can use a single technique, a combination of techniques, or a combination of techniques and techniques (Jeffery, 2019). The three types are as follows. The researcher is allowed to utilise both qualitative and quantitative data in a mixed-method analysis; both types of data are acceptable in a multi-method analysis, and the researcher is limited to utilising just quantitative or qualitative data in a mono-method analysis.

However, the researcher used only qualitative data for this study, suggesting that the mono method was employed (Jeffery, 2019). So the researcher is limited to using just one type of data and can only employ one technique (Requena, 2018). As a result, the researcher had an easier time accurately analysing the views of the numerous study participants to back up the research. With the convenience of online interviewing, this design was the best option for use in the research.

The frequency of a person’s need to act to obtain data is affected by the time horizon. Researchers have the option of conducting either longitudinal or cross-sectional studies (Langer et al., 2020). Researchers who want to follow a topic over multiple stages of study frequently employ the concept of a longitudinal temporal horizon. The requirement to evaluate the impact of a solution at multiple junctures suggests giving this some thought. On the other hand, the researcher in this study adopted a cross-sectional methodology, which necessitated the collection of all data at once. The researcher was able to collect all the relevant data for the study at the proper time, which improved their understanding of the current situation.

Using this technique reduces complexity, shortens data collection time, and needs fewer resources. Finally, this opened the door for the researcher to get data from a broader spectrum of sources. In addition, consistent with a cross-sectional study, data were collected only once.

Visual elements like charts, diagrams, and graphs are frequently considered by data collection and analysis tools. The researcher conducted interviews to collect data for this study. Many people who expressed an interest in being interviewed for the study were contacted. The researcher in this study conducted interviews with participants via online platforms such as Zoom and Google Classroom (Requena, 2018). This was done largely because the researcher was aware of the Covid condition and couldn’t go out and physically question people on the topic himself. Moreover, the researcher made sure to keep all interview tapes in a secure location for later transcription.

Afterwards, we changed the names of the participants to safeguard their privacy and keep the study’s results secret (Iemma et al., 2019). Individuals currently working in the supermarket industry were interviewed using semistructured methods. Their feedback aided in a critical examination of employee engagement’s significance in the business sector as a whole. In addition, the study analysed the factors that may work against successful employee engagement.

During the sampling phase, potential research volunteers are considered (Iemma et al., 2019). The researcher utilised a method known as “purposeful sampling” for this particular study. The researcher aimed to elicit as much data as possible from the participants so that they could draw reliable conclusions. Hence, this is the sampling method that the researcher opted to employ. This allows the researcher to use only the sample that serves a specific goal, limiting the study’s generalizability to those having an interest in the topic at hand.

For the researcher, this means less work. This makes sure that the participants in the study have some bearing, direct or indirect, on the findings. Customers in the 40-55 and 25-35 age brackets who have recently purchased items from the San Benedetto eco-green line will be questioned separately, for a total of 15-20 participants. It will take 25-30 minutes to complete each interview virtually. Since this method had already been used to investigate eco-friendly labelling, it was chosen to avoid any statistical overgeneralization of the impacts on consumers’ perceptions and behaviours.

Section 3: Ethical considerations need to be explained.

This is important since it permits the researcher to ensure that the participants’ anonymity will be protected during the study. The researcher also attempted to ensure the study’s racial neutrality. Researchers took part in creating interview questions to ensure no potentially embarrassing or intrusive topics were covered. Also, before agreeing to participate, the researcher wanted to ensure that all participants fully understood what was involved in the study.

Furthermore, this investigator wanted to ensure that the participants were not financially rewarded for their time so that they would have no reason to quit if they were unhappy with the study. No one involved in the study was identified by the researcher at any point, not even after the data was produced.

The study followed the Covid standards, which have been developed in several nations to maintain personal space. The study was conducted and data was collected online to comply with the covid social distance and to spare participants the inconvenience of travelling to another site. Participants’ identities were maintained and every effort was made to protect their privacy. When doing an online interview, honesty and openness are two of the most crucial factors. Before starting the interview proper, the researcher should explain the interview’s aim in a way that the interviewee may understand.

Recognize, like with real-world communication, that the experience of interacting online varies from group to group and person to person. During an interview, it is important to pay attention to your approach and to make the person you are speaking with feel at ease while being listened to attentively.

The researcher should seek clarification as necessary to minimise the possibility of misinterpretation. The ethnographer should prepare a series of open-ended questions that give the interviewee plenty of room to elaborate on any topic they like. Instead of crafting questions to elicit specific responses, researchers should frame their inquiries in a way that encourages interviewees to speak candidly and honestly. To ensure the participant is comfortable with the interview process and the topics they will indeed be asked, it is important to encourage them to ask any questions.

The interviewee should have been informed of the precise purpose of the data and indeed the ethnographer must seek permission to utilise the information for further research. Interviewees should be informed that they will be recorded and given assurances that the tapes will be kept confidential and listened to exclusively by the researcher.

This goes a long way toward making the interviewee feel at ease. The researcher should keep the interviewee in mind as the centre of attention at all times. The interviewee should be free to share everything that’s on their mind, and indeed the research should be sensitive to the interviewee’s emotional state. The researcher must protect the interviewee, thus he or she ought to not pressure response from a subject who appears to be uncomfortable or unwilling to do so.

Recognize that people still deserve the protection of their right to confidentiality and anonymity even while communicating online. The safety of the user must be protected, even though the boundaries between publicly as well as private are sometimes porous in virtual environments. It’s important to respect the privacy of the person you’re interviewing, so you’ll want to take extra measures to make sure their identity isn’t revealed if they ask to stay anonymous and the end output doesn’t intrude on their lives. It is the obligation of the investigator to remain aware that the information participants share with them during and after an interview may be highly personal, sensitive, or perhaps even sacred.

Chapter Summary

For the research methodology, the rationale for choosing a particular research study which was qualitative interviews was carried out. 15-20 participants were chosen for the interviews to be conducted to understand an idea about what are their particular points of view on the carbon footprints in the bottled water case in Italy.

Also, the interviews were conducted online to have an understanding of the various approaches to be incorporated into the study. Also, primary research was carried out within the study to gather first-hand information. As a result of the data collected, insights into the topic were provided. Since respondents were involved in the study, ethical considerations were also taken into account to keep a good outlook on the study.

References

Iemma, K., Mott, M., Renaud, J. and Sintetos, N., 2019. Stakeholder Interviews and University Collections: An Exploratory Methodology. Journal of Archival Organization, 16(1), pp.45-51.

JEFFREY, Y.K.L., 2019. The value of stories in qualitative interviews: using narrative inquiry as a methodology. Malaysian Journal of Qualitative Research, 5(1).

Langer, M., König, C.J., Sanchez, D.R.P. and Samadi, S., 2020. Highly automated interviews: Applicant reactions and the organizational context. Journal of Managerial Psychology.

Pieterse, H.J., 2020. The Grounded Theory methodology to conduct a content analysis of sermons and interviews: Critique and response. HTS: Theological Studies, 76(1), pp.1-5.

Requena, M., 2018. Tell me your environmental epistemology and I will tell you your methodology: What surveys and in-depth interviews can and cannot tell us about shifts to sustainability. Social Int J, 2(6), pp.792-802.

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