Slide 5.

Chapter 4
Understanding research philosophies
and approaches

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.2

Understanding research philosophies

and approaches

 By end of this chapter you should be able to:

 Define the key terms ontology, epistemology and explain their
relevance to business research;
 Explain the relevance for business research of philosophical
perspectives such as positivism, realism, pragmatism, and
interpretivism;
 understand the main research paradigms which are significant
for business research;
 Distinguish between main research approaches; deductive and
inductive;
 State your own epistemological and axiological positions.

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
 Slide 5.3
Figure 4.1 The research ‘onion’
Source: © Mark Saunders, Philip Lewis and Adrian Thornhill 2006

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.4

Understanding your research philosophy (1)

‘Research philosophy is an over-arching term relating

to the development of knowledge and the nature of
that knowledge’

Adapted from Saunders et al, (2009)

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.5

Understanding your research philosophy (2)

Thinking about research philosophy

 Ontology: is concerned with nature of reality.

 Raise the questions of the assumptions researchers

have about the way the world operates and
commitment held to particular views.

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.6

Ontology

 The first aspect of ontology we discuss is objectivism.

This portrays the position that social entities exist in
reality external to social actors concerned with their
existence.
 The second aspect, subjectivism holds that social
phenomena are created from the perceptions and
consequent actions of those social actors concerned with
their existence

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.7

Ontology

 Blaikie (1993) describes the root definition of ontology as

‘the science or study of being’ and develops this
description for the social sciences to encompass ‘claims
about what exists, what it looks like, what units make
it up and how these units interact with each other’.
 In short, ontology describes our view (whether claims or
assumptions) on the nature of reality, and specifically, is
this an objective reality that really exists, or only a
subjective reality, created in our minds.

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.8

Ontology
 For the everyday example, they use the example of a
workplace report – asking one to question whether it
describes what is really going on, or only what the author
thinks is going on.
 They go on to highlight the complexity that is introduced
when considering phenomena such as culture, power or
control, and whether they really exist or are simply an
illusion, further extending the discussion as to how
individuals (and groups) determine these realities –
 does the reality exist only through experience of it
(subjectivism), or does it exist independently of those who live
it (objectivism).

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.9

Epistemology

 It concerns what constitutes acceptable knowledge in a field of study.

 Closely coupled with ontology and its consideration of what constitutes
reality, epistemology considers views about the most appropriate
ways of enquiring into the nature of the world (Easterby-Smith,
Thorpe and Jackson, 2008) and
 ‘what is knowledge and what are the sources and limits of
knowledge’ (Eriksson and Kovalainen, 2008).
 Questions of epistemology begin to consider the research method, and
Eriksson and Kovalainen go on to discuss how epistemology defines
how knowledge can be produced and argued for.

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.10

Epistemology
 Blaikie (1993) describes epistemology as ‘the theory or
science of the method or grounds of knowledge’ expanding
this into a set of claims or assumptions about the ways in
which it is possible to gain knowledge of reality, how what
exists may be known, what can be known, and what criteria
must be satisfied in order to be described as knowledge.
 Chia (2002) describes epistemology as ‘how and what it is
possible to know’ and the need to reflect on methods and
standards through which reliable and verifiable knowledge is
produced.

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.11

Epistemology
 Hatch and Cunliffe (2006) summarise epistemology
as ‘knowing how you can know’ and expand this by
asking:
 how is knowledge generated;
 what criteria discriminate good knowledge from bad
knowledge; and
 how should reality be represented or described.

 They go on to highlight the inter-dependent

relationship between epistemology and ontology, and
how one both informs, and depends upon, the other.

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.12

Axiology
 Axiology is a branch of philosophy that studies
judgments about value.
 Although this may include values we posess in the
fields of aesthetics and ethics, it is the process of
social enquiry with which we are concerned here.
 The role that your own values play in all stages of
the research process is of great importance if you
wish your research results to be credible.

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.13

Axiology
 Choosing one topic rather than another suggests that you
think one of the topics is more important.
 Your choice of philosophical approach is a reflection of
your values as is your choice of data collection techniques.
 For example, to conduct a study where you place great
importance in data collected through interview work
suggests that you value personal interaction with your
respondents more highly than their anonymous views
expressed through survey data.

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.14

Understanding your research philosophy (4)

Aspects of philosophy
 Positivism - the stance of the natural scientist
 Realism - direct and critical realism
 Interpretivism – researchers as ‘social actors’
 Axiology – studies judgements about value

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.15

Positivism

Positivism can be defined as “research

approaches that employ empirical
methods, make extensive use of
quantitative analysis, or develop logical
calculi to build formal explanatory
theory”

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.16

Realism

Is another philosophical position which relates to

scientific enquiry.
The essence of realism is that what the senses
show us as reality is the truth; that objects have
an existence independent of the human mind.
In this sense, realism is opposed to idealism, the
theory that only the mind and its contents exist

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.17

Direct realism and critical realism

It says that what you see is what you get: what
we experience through our senses portrays the
world accurately.
critical realism: critical realists argue that we
experience are sensations, the images of the
things in the real world, not the things directly.
 Criticalrealists point out how often our senses
deceive us.
Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.18

Interpretivism

Interpretivisim advocates it is necessary for

the researcher to understand differences
between humans in our role as social actors.
This emphasizes the differences between
conducting research among people rather
than objects such as trucks and computers.

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.19

Interpretivisim
 Interpretive research is concerned with the meanings that
people attach to norms, rules, and values that regulate
their interactions.
 Care is taken not to impose a previous understanding of
norms, rules, and values on others but rather to understand
their beliefs and actions from their point of view.
 The focus is not only on what they tell us directly about the
reasons for their beliefs and actions but also on the social
practices that underlie them.
 Social practice gives meaning to social action

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.20

Pragmatism

Pragmatism holds that the most important

determinant of the epistemology, ontology,
axiology adopted is the research question.

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.21

Research paradigms

Definition

‘A way of examining social phenomenon from

which particular understandings of these
phenomena can be gained and explanations
attempted’

Saunders et al. (2009)

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.22

Research Approaches (1)

Deduction
5 sequential stages of testing theory

 Deducing a hypothesis
 Expressing the hypothesis operationally
 Testing the operational hypothesis
 Examining the specific outcome of the enquiry
 Modifying the theory (if necessary)

Adapted from Robson (2002)

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.23

Research Approaches (2)

Characteristics of Deduction

 Explaining causal relationships between variables

 Establishing controls for testing hypotheses
 Independence of the researcher
 Concepts operationalized for quantitative measurement
 Generalisation

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.24

Research Approaches (3)

Induction
Building theory by –
 Understanding the way human build their world
 Permitting alternative explanations of what’s going
on
 Being concerned with the context of events
 Using more qualitative data
 Using a variety of data collection methods

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.25

Choosing your research approach

The right choice of approach helps you to

 Make a more informed decision about the research

design
 Think about which strategies will work for your
research topic
 Adapt your design to cater for any constraints

Adapted from Easterby-Smith et al. (2008)

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.26

Combining research approaches

Things worth considering

 The nature of the research topic

 The time available
 The extent of risk
 The research audience – managers and markers

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.27

Deductive and Inductive research

Major differences between these approaches

Table 4.2 Major differences between deductive and inductive approaches

Saunders et al, to
(2009)
research
Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.28

Summary: Chapter 4

Research philosophy

 relates to the development of knowledge and

the nature of that knowledge

 contains important assumptions about the way in

which you view the world

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.29

Summary: Chapter 4

Three major ways of thinking about research

philosophy

 Epistemology

 Ontology – objectivism and subjectivism

 Axiology

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.30

Summary: Chapter 4

Social science paradigms can generate fresh insights

into real-life issues and problems

Four of the paradigms are:

Functionalist Radical humanist

Interpretive Radical structuralist

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.31

Summary: Chapter 4

The two main research approaches are

Deduction - theory and hypothesis are developed

and tested

Induction – data are collected and a theory

developed from the data analysis

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.32

Chapter 5
Formulating the research design

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.33

The Process of Research Design

 Research choices

 Research strategies

 Time horizons

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.34

Research Design
The research design needs

 Clear objectives derived from the research question

 To specify sources of data collection

 To consider constraints and ethical issues

 Valid reasons for your choice of design

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.35

Classification of the research purpose

Exploratory research
 is a valuable means of finding out ‘what is happening to seek
new insights; to ask questions and to assess phenomena in a
new light’.
 Useful if you wish to clarify your understanding of a problem,
such as if you are unsure of precise nature of the problem.
 It may well be that time is well spent on exploratory research,
as it may show that the research is not worth pursuing!

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.36

Explanatory

 There are three principal ways of conducting explanatory research:

 A search of the literature;

 Interviewing ‘experts’ in the subject;

 Conducting focus group interviews.

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.37

Descriptive studies

 The object of descriptive research is ‘ to ‘portray an

accurate profile of persons, events or situations’.
 This may be an extension of, or a forerunner to a
piece of exploratory research or, more often, a piece
of explanatory research.
 It is necessary to have a clear picture of the
phenomena on which you wish to collect data prior
to collection of data.

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.38

Explanatory research

 Studies that establish causal relationships

between variables may be termed explanatory
research.
 The emphasis her is on studying a situation or a
problem in order to explain the relationship
between variables.

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.39

Research Strategies

Experiment Action research

Grounded theory Survey

Ethnography Case study

Archival research

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.40

Research Strategies

An experiment will involve

 Definition of a theoretical hypothesis

 Selection of samples from know populations
 Random allocation of samples
 Introduction of planned intervention
 Measurement on a small number of dependent variables
 Control of all other variables

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.41

Research Strategies
Survey: key features

 Popular in business research

 Perceived as authoritative
 Allows collection of quantitative data
 Data can be analysed quantitatively
 Samples need to be representative
 Gives the researcher independence
 Structured observation and interviews can be used

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.42

Research Strategies
Case Study: key features

 Provides a rich understanding of a real life context

 Uses and triangulates multiple sources of data
A case study can be categorised in four ways
and based on two dimensions:
single case v. multiple case
holistic case v. embedded case
Yin (2003)

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.43

Research Strategies
Action research: key features
 Research IN action - not ON action
 Involves practitioners in the research
 The researcher becomes part of the organisation
 Promotes change within the organisation
 Can have two distinct foci (Schein, 1999) –
the aim of the research and the needs of the sponsor

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.44

Research Strategies
Grounded theory: key features

 Theory is built through induction and deduction

 Helps to predict and explain behaviour
 Develops theory from data generated by
observations
 Is an interpretative process, not a logico-deductive
one

Based on Suddaby (2006)

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.45

Research Strategies

Ethnography: key features

 Aims to describe and explain the social world

inhabited by the researcher
 Takes place over an extended time period
 Is naturalistic
 Involves extended participant observation

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.46

Research Strategies

Archival research: key features

 Uses administrative records and documents as

the principal sources of data
 Allows research questions focused on the past
 Is constrained by the nature of the records and
documents

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.47

Research Strategies
The role of the practitioner-researcher
Key features
 Research access is more easily available
 The researcher knows the organisation
 Has the disadvantage of familiarity
 The researcher is likely to their own assumptions
and preconceptions
 The dual role requires careful negotiation

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.48

Multiple research methods

Research choices

Saunders et al, (2009)

Figure 5.4 Research choices
Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.49

Multiple research methods

Reasons for using mixed method designs:

 Triangulation

 Facilitation

 Complementarity

 Generality

 Aid interpretation
 Study different aspects
 Solving a puzzle

Source: developed from Bryman (2006)

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.50

Time Horizons

Select the appropriate time horizon

 Cross-sectional studies

 Longitudinal studies

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.51

Credibility of research findings

Important considerations

 Reliability

 Validity

 Generalisability

 Logic leaps and false assumptions

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.52

Research design ethics

Remember

‘The research design should not subject the research population

to embarrassment, harm or other material disadvantage’

Adapted from Saunders et al, (2009)

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.53

Summary: Chapter 5
Research design turns a research question and
objectives into a project that considers
Strategies Choices Time horizons

Research projects can be categorised as

Exploratory Descriptive Explanatory

Research projects may be

Cross-sectional Longitudinal

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.54

Summary: Chapter 5
Important considerations
 The main research strategies may combined in
the same project
 The opportunities provided by using multiple
methods
 The validity and reliability of results
 Access and ethical considerations

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.55

Developing a
+ Methodological
Framework
GreTIA Project

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Slide 5.56

+ Motivation- CHANGE

Integrated transportation and energy model framework

56 (iTEAM, MIT - TRANSPORTNET 2009 )
Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.57

+ Research Objectives 57

 Study the Northern Aegean region

 Plan an innovative green insular transport
system by:
 optimising various appropriate resources (data
collection, analytical tools)
 mobilising various transport modes and technologies

 Evaluate the environmental, economic and

social impact of green transport policies
 Social objectives
 familiarize residents and tourists with operating
practices of green transport
 cultivate new attitudes and behavior of travelers
for green transport modes
Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.58

+ Research Objectives for

RESIDENTS

 Identify and quantify the factors that affect

travelers decision making process towards:
 Car ownership;
 Residential/Workplace location;
 Mode choice; and
 Destination choice.

 Investigate individual activities and travel

patterns.

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.59

+ Behavior
 Mismatch between residential location & job
location(activity locations-housing proximity);
 Desire to live in low density environment and
externalities of travel;
 Lack of alternatives to the private automobile and/or
private motorcycle;
 What could happen if we are able to influence
 Residents and tourist in green option in a
sustainable/green)community strategy vision?

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.60

+ Innovation (1/2) 60

Merge ideas and methodologies from

various sciences;
Utilize state-of-the-art collection techniques
and measurement tools:
 Behavioral data:
 on-line questionnaires, GPS devices, Headsets
Emotiv
 Environmental data:
 direct point or line measurements of air
pollutants, satellite observations.
Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.61

+ Innovation (2/2) 61

 Advanced model development:

 travelbehavior and activity based modeling
 microsimulation modeling
 transportation network simulation
 air quality modeling and spatial distribution of pollution

 Link tourism to transport;

 Financial evaluation of green policies; and
 Develop a policy analysis tools for an island
environment.

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.62

METHODOLOGICAL FRAMEWORK
+ 62

WP1: PROJECT MANAGEMENT

WP2: EXTERNAL ENVIRONMENT

WP9:
POLICY
PLATFORM
WP4:
DEVELOP-
TOURIST
MENT
PREFERENCES
WP7:
TRANSPORT
WP5:
NETWORK
ENVIRONME-
SIMULATION
NTAL
ANALYSIS

WP10: PROJECT DISSEMINATION

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.63

+
Behavioral ·
Scenarios
Residential and Workplace Choice
· Car Ownership (Compatible vs Hybrid)
Framework · Implementation of Activities (Physical
Movement vs Information and Communication
Technologies - ICTs)
Developed based: · Mode Choice (walk, bike, bike share, carpooling,

Factors Affecting Travel Behavior

Travel Alternatives Characteristics

bus on demand, dial a ride, car, hybrid car)
· Tourist Destination Choice
1.on the in-depth

Individual Characteristics
Travel Environment
literature Travel Preferences
Short & Long Distance Well-Being/
review and Attitudes and Scheduled & Not Scheduled Activities Satisfaction
Perceptions Peak and Off Peak Travel Inidicators
analysis; and
2.on a priori
assumptions. Individual/Household Travel Choices
Tourist Travel Choices
SP surveys

Policy Scenarios

Impacts
Activities/Travel
Environment
Well-Being

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.64

+
Behavioral Framework

Development of the behavioral

framework based:
 on the in-depth literature review and
analysis conducted in WP2; and
 on a priori assumptions

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009