For the purposes of this research, the writer has decided to use a combination of two of the classic social sciences research tools – questionnaires and interviews (Winchester, 1999; Sarantakos, 2013; Silverman, 2004; Greenfield, 2002).
This study was no exception and questionnaires were a quick and effective way for the researcher to reach multiple respondents within several weeks.
A general disadvantage of the questionnaires however is their fixed and strict format, which eliminates the possibility for more in-depth or abstract observation (Bell, 2005; Sarantakos, 2013).
Interviews are often used as complementary research method in the social sciences, because they give the opportunity for a more in-depth, open discussion, and more informal, free interaction between the interviewer and the interviewee (Potter, 2002; Winchester, 1999; Sarantakos, 2013).
Despite being considered a disadvantage because it produces subjective results, the flexible format of the interviews was a major advantage for this study, as some nuances of the research such as exploring “emotions”, and “creating memorable experience” could not be properly captured with the questionnaire design.
A qualitative research strategy is particularly applicable for the purposes of this research, where the connection between several different variables had to be established through interpretation.
Also, the research makes use of triangulation because triangulation gives the opportunity to approach the research objectives from different viewpoints (Cohen and Manion, 2002; Altrichter et.
These are all elements, which are not easily quantifiable (measureable), and between which different and complex connections were found to exist, therefore interpretivism was found to be most applicable.
This research makes use of a qualitative research strategy in the sense that there will be no numeric data or quantitative data was produced (Bell, 2005; Sarantakos, 2013; Silverman, 2004).
These can be economic, social, or cultural factors.
Therefore for the purposes of this research, the author chose the interpretivist approach, rather than the positivist and the pragmatist approaches, because abstract, non-quantifiable variables such as “”, “finding the arts in business and working with them to create a memorable experience”, comparing “traditional management” with “performing art management” and analysing whether performing techniques and their application into business can have positive influence on business practice were part of the objectives of the dissertation.