Research Approach And Methodological Choice : Ontology And Epistemology

Decent Essays

3.1 Research Approach and Methodological Choice

Ontology and epistemology are both essential elements of philosophy of knowledge. Ontology refers to the nature of reality, or assumptions about how we see the world. In part of epistemology refers to assumptions about the great way to study the globe (Saunders, Lewis, and Thornhill, 2015). In another word, epistemology is about the way we know things when ontology is about what things are (De Vaus, 2001). As there are several major factors that have effects on the intention to purchase airlines E-ticket. Thus, it is extremely important to discover those factors in order to assist the author to answer the research questions effectively. For this reason, one of the main focusses of this …show more content…

Commonly, the importance of research is to provide a clearer proposal of conducting research, which served to set more precise objectives (Ghauri and Gronhaun, 2005). This study discussed the relevant literature on travel behavior, lifestyle segmentation and focused on the travel motivation factors as well as information search element segmentation that affect the choice of travel destinations. The main purpose of this paper is to propose a different group of lifestyle which influences the decision‐making process of international students in parts of the travel motivation factor and information search.

Figure 3.1: The research onion (Saunders et al, 2009, pp.108)

Trochim (2006) stated that there are two forms of approaches which are induction and deduction. Inductive approach conducts the specific to the general, while deductive approach begins with the general and ends with the specific (Trochim, 2006). Creswell and Plano (2007) also supported that the process of deduction work as developing hypotheses based on existing theory, and then designing a research strategy to test the hypotheses. From the literature reviewing on induction and deduction approaches, the deductive approach is matched with this research as it begins with defining theory relate with

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