Microsoft Word Bachelor-Thesis-bl-pi-klar docx

4.1.2 Qualitative vs. Quantitative
 
A qualitative compared to a quantitative study can be seen as having a more exploratory 
orientation (Ghauri & Grønhaug, 2005). A qualitative study uses words rather than numbers 
to explain findings and theories (Bryman & Bell, 2011). This as the data gathering process 

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takes place more near the natural environment, close to individuals, taking their perspectives 
and say into account (Ghauri & Grønhaug, 2005). This approach is therefore seen as more 
subjective compared to a quantitative study (Abusabha, 2003). Researchers interpret the 
findings in a qualitative study from that very context differently, in their own way. A 
qualitative study can also be seen as less formal as the steps in the procedure are not as clear 
and distinct, much focus in a qualitative study lies on the process, which compared to a 
quantitative study, is more dynamic and shifting (Bryman & Bell, 2011). Emphasis in a 
qualitative research is on understanding (Ghauri & Grønhaug, 2005), meaning to obtain a 
deeper knowledge of the whole picture (Bryman & Bell, 2011) rather than to test and verify 
previous findings, as in a quantitative study (Ghauri & Grønhaug, 2005). 
This thesis was conducted with a qualitative approach, as the purpose of the study was to 
explore the relatively unexplored gap in research concerning the relationship between the 
concepts of low product involvement and brand loyalty. This thesis will hence serve as 
starting point for future research to build on when examining this relationship. The data 
gathering process took place within the specific context of the particular chosen products in 
order to meet the purpose.
 
4.2 Research strategy
 
The research strategy means the framework or plan for data gathering, answering of the 
research question(s) and the way the data is to be analyzed. The research strategy therefore 
influences what kind of data is gathered and its quality. As the research strategy is connected 
to the
research questions, a poor research strategy framework will inevitably lead to badly 
formulated or answered research questions. It is therefore important for researchers to be able 
to choose the right research strategy in order to execute the research in the best possible 
manner (Ghauri & Grønhaug, 2005). 
Jacobsen (2002) argue for an exploratory strategy approach when research is unexplored and 
the researchers expect to present new relationships (Ghauri & Grønhaug, 2005). This is done 
in order to concretize something that there is a need to get a better understanding of. 
Exploratory research are often said to develop new theories and hypotheses. The research for 
exploratory studies is hence often characterized by being open (Jacobsen, 2002). The 
exploratory research requires a more flexible approach due to this in order to solve the 

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research problem(s). The skillset needed by the researchers in exploratory research is their 
ability to observe, obtain information, and theorize (Ghauri & Grønhaug, 2005). 
This thesis is going to be of an exploratory kind as the purpose is to explore the relatively 
unexplored gap in research concerning the relationship between the concepts of low product 
involvement and brand loyalty. Since the authors have not used the facets in the same context 
as Kapferer and Laurent (1985), the exploratory approach was seen as most suitable for this 
study.