95 CHAPTER 4 RESEARCH METHODOLOGY 4.1 INTRODUCTION The previous chapters serve to provide a framework of the purpose and the importance of this study. The second and third chapters also contain the focused literature review of the study. The aim of this chapter is to outline the research approach, design and methods used in this study and to explain the reasons for choosing the statistical methods used in the analysis of the empirical data. Dainty (2007) emphasises the importance of constructing a philosophical position and orientation towards the inquiry in conducting research. Merriman (1998:3) argues that it is helpful to link research and philosophical traditions in order to illustrate different research orientations. Research, according to Bennett (1991), cited in Smith & Dainty, 1991:68) is ‘a systematic, careful inquiry or examination to discover new information or relationships and to expand/verify existing knowledge for some specified purpose’. Scientific research methods are used to expand knowledge in a particular field of study (Kruger & Welman, 1999:1). Scientists should follow a well-defined research design that includes various steps to reach a conclusion regarding a specific subject(s) that is being researched. Mouton (2001:55) describes a research design as a plan or blue-print of how the researcher intends to conduct the research. 4.1.1 Philosophical position and orientation In this study, a combination of a positivist and an interpretivist research paradigm was considered. A paradigm is defined as ‘the basic belief system or worldview that guides the investigator, not only in choices of method but in ontologically and epistemologically fundamental ways’ (Guba & Lincoln,