Choosing an

appropriate research
philosophy
By Priya Chetty on August 25, 2016

Choosing an appropriate research philosophy is an important part of the

research methodology. In fact as Guba & Lincoln, (1982) have
propounded, philosophical paradigm within research hold utmost
importance, as it is the “basic belief system or world view that guides the
investigation” (p. 105). The term philosophy in research refers to the
development of knowledge and the nature of that knowledge.

Research philosophy
Key nature of research philosophy
Research philosophy is a particular way of developing knowledge that
defines the philosophical paradigm. This development and understanding
of knowledge depend on certain assumptions based on our perspective of
the world, i.e. the practical considerations while selecting a topic of
research (Holden & Lynch, 2004; Saunders, Lewis, & Thornhill, 2009).

For instance, the world perspective and practical consideration of a

researcher are different. On one hand, the researcher may focus on product
quality processes adopted by manufacturers of supply chain management.
On the other hand, one may be concerned with psychological strategies
applied by suppliers to lure consumers, in the same supply chain
management sector.

While the former is concerned with facts, the other one is concerned with
feelings. Hence, based on their different perspectives, their strategies and
methods will also differ. This will depend on their (strategies) importance
and usefulness in achieving the purpose of the study.

The philosophical approach enables the researcher to decide which

approach should be adopted and why. Hence before selecting the
appropriate research philosophy, it is important to know about various
types of philosophies in research (Saunders et al., 2009). The important
assumptions in research philosophy explain the researchers’ views
regarding the world. These assumptions will determine the research
strategy and the methods of that strategy.

Intrinsic elements of epistemology

a) Positivism refers to working with observable social reality and outcome
is always law-like generalizations, as is the case with physical or natural
scientists. The researcher is said to adopt a positivist research philosophy
approach when s/he is more concerned with reality/facts associated with
product manufacturing. This may include quality maintenance like
machines, computers, raw materials, and such others. A methodology that
needs to be adopted here is highly structured involving hypotheses testing
and statistical tools– a quantitative method.

b) Interpretivism based on understanding human nature and their varying

role as social actors. It interprets the social roles of other individuals in
accordance with our own set of meanings or perspectives. This particular
position has been taken by the “feelings”  researcher, who is keen on
analyzing human emotions and social roles. For example, interpreting the
psychological strategies undertaken by suppliers and the demands of
consumers. Naturalistic use the methods like, interview, observation, and
analysis of existing texts. A qualitative approach is applied to interact with
individuals in order to collaboratively construct a meaningful reality
(Rowlands, 2005).
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c) Realism refers to scientific inquiry emphasizing on the reality projected

by our sense as truth. It believes that objects have an independent existence
from the human mind. This element is more related to positivism.
However, the view contrasts between direct realist and critical realists.

While direct-realist believes what we see or perceive through our senses as

real. On the other hand, critical realist argues that what we see through our
senses is only a picture of the real object and not the actual one itself.
Precisely critical realists believe in virtual reality. In terms of direct
realism, the quality standards used by the manufacturer through machines
and raw materials seen by us are the real and only facts behind the quality
of the product. While in the case of critical realism, what the research has
perceived observing the manufacturing process is only a part of the greater
quality. It varies from products to products and over time too.

Similarly, direct-realist emphasizes on changing the social world within

which participants live. Hence, use action research and participant
observation. Critical realists use qualitative methods such as case studies
and convergent interviews (Sobh & Perry, 2006).
Ontology and the nature of reality
a) Subjectivism emphasizes on–social phenomena are created from the
perceptions and consequent actions of social actors. This social
phenomenon is constantly getting revised through continuous social
interaction. Interpretivist approach can be applied in developing
psychological strategies to lure customers. Subjectivists believe that
customers as social actors interpret a situation based on their perception of
the world and through their interaction with the environment. Therefore, to
make strategies influencing customers’ psychology, the suppliers need to
understand the subjective reality of the customers and their motives in a
meaningful way. Qualitative methodology, similar to interpretivism is
applicable.

b) Objectivism believes that social entities exist in reality external to

social actors. For example, the process of supply chain management (social
entity) remains unchanged (reality) despite the change or replacement of
all its actors including manufacturers, producers, logistics providers,
suppliers, and consumers (social actors). Similarly, an organization and its
internal functioning (social entity) remain unchanged (reality) despite the
change in its workforce (social actors). In this case, Quantitative or mixed
methodology is applicable.

Selecting either epistemology or

ontology
Pragmatism emphasizes in utilizing both positivist and interpretivism
philosophy and views both of them as a continuum rather than
contradictions. Precisely a pragmatist avoids going into an argument on
concepts of truth and reality. Rather they focus on studying the issues of
interest and value and use different ways to bring out positive
consequences. When a researcher wants to observe how the quality of a
product and various advertising strategies leads to increased satisfaction of
the end-user in a supply chain management process. Here all the role of
manufacturers, logistics provider, and supplier comes into purview and
hence, a pragmatic approach will be appropriate than any one of the above
two approaches. In this case, a mixed-method is applied, including both
quantitative and qualitative studies.
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Making judgment using axiology

Axiology studies judgments about value or is the process of social inquiry.
In other words, researchers demonstrate axiological skills by being able to
articulate their values as a basis for making judgments about what research
they are conducting and how they go about doing it.

For example, to conduct a study where you place great importance in data
collected through interviews. This suggests that you value personal
interaction with your respondents more highly than their anonymous views
expressed through survey data. Since methods essentially depend on the
researcher’s axiological skills, it cannot be particularly defined.

Hence a statement of personal values held by the researcher in relation to

the topic of interest is important to provide in the study. Similarly, it is also
related to parties like a mentor, peers, university research ethics
committee, and such others. Such a process will clarify the researcher’s
stand on the topic and their value of judgment on the choice of topic, data
collected, and ways of pursuing the research.

Appropriate philosophy for

subjects other than natural sciences
Characteristic features of research philosophy and their underlying
approaches explain appropriate applicability based on the research
questions. However, researches related to:


 o business,

o management

o humanities

o social science

Most of them use a positivist and interpretivist approach, along with a

realist reflection.

Heres another article by Susweta to help you understand better.

References
 Guba, E. G., & Lincoln, Y. S. (1982). Epistemological and methodological bases of naturalistic
inquiry. ECTJ, 30(4), 233–252.
 Holden, M. T., & Lynch, P. (2004). Choosing the Appropriate Methodology: Understanding Research
Philosophy. The Marketing Review, 4(4), 347–409.
 Kothari, C. R. (2012). Research Methodology: An introduction. In Research Methodology: Methods
and Techniques (p. 418).
 Rowlands, B. (2005). Grounded in Practice: Using Interpretive Research to Build Theory.  The
Electronic Journal of Business Research Methodology, 3(1), 81–92.
 Saunders, M., Lewis, P., & Thornhill, A. (2009). Research Methods for Business Students (5th ed.).
Essex, England: Pearson Education Limited.
 Sobh, R., & Perry, C. (2006). Research design and data analysis in realism research.  European Journal
of Marketing, 40(11/12), 1194–1209