The Barriers to Implement Electronic Purchasing within an Organisation - Assignment Example

THE BARRIERS TO IMPLEMENT ELECTRONIC PURCHASING WITHIN AN ORGANISATION Research Methodology 3/11/2007 University Name Student Name THE BARRIERS TO IMPLEMENT ELECTRONIC PURCHASING WITHIN AN ORGANISATION “Researchers who study human behavior must be open to all methods, avenues, and possibilities to fully understand the question(s) at hand” Spiegelberg (1965) Research Methodology Quantitative methodology is routinely depicted as an approach to tile conduct of social research which applies a natural science, and in particular a positivist, approach to social phenomena. The paraphernalia of positivism are characterized typically in tile methodological literature as exhibiting a preoccupation with operational definitions, objectivity, replicability, causality, and the like." The social survey is typically seen as the preferred instrument of research within this tradition because it can apparently be readily adapted to such concerns. Through questionnaire items concepts can be operationalized; objectivity is maintained by the distance between observer and observed along with tile possibility of external checks upon one's questionnaire; replication can be critical out but employing the same research instrument in another context; and the problem of causality has been cased b) die emergence of path analysis and related regression techniques to which surveys are well suited. Research of' this kind is frequent described as being positivist or empiricist. In attributing to it labels of this kind act essentially epistemological point is being made, namely that research of this genere is underpinned by a distinctive theory of what should pass as warrantable knowledge. Surveys are seen its instruments for tile elucidation of research which makes such epistemological assumptions, though experimental designs and secondary analyses of pre-collected data are also often recognized as exhibiting the same underlying philosophical premises (Bryman, 1984). Qualitative methodology differs in a number of ways. The sine qua non is a commitment to seeing tile social world from the point of view of the action, a theme which is rarely omitted from methodological writings within this tradition. Clear statements of this emphasis can be discerned in a broad range of writings." Because of the commitment to see through the eyes of one's subjects close involvement is advocated. There is a simultaneous expression of preference for a contextual understanding so that behavior is to be understood in the context of meaning systems employed by a particular group or society." Qualitative research is deemed to be much more fluid and flexible than quantitative research in that it emphasizes discovering novel or unanticipated findings and the possibility of altering research plans in response to such serendipitous occurrences (Bryman, 1984). This section provides discussions on selection of research strategy from two main research methods, namely quantitative and qualitative methods. This study intends to employ both quantitative and qualitative methods. According to Bryman (2004, p. 19), a research strategy of quantitative and qualitative can be formulated and selected based on three basic fundamental differences: (1) principal orientation to the role of theory in relation to research, (2) epistemological orientation, and (3) ontological orientation. The quantitative research can be construed as a research strategy that emphasizes quantification in the collection and analysis of data and that: entails a deductive approach to the relationship between theory and research, in which the accent is placed on the testing of theories; has incorporated the practices and norms of the natural scientific model and of positivism in particular; and embodies a view of social reality as an external, objective reality. By contrast, qualitative research can be construed as a research strategy that usually emphasizes words rather than quantification in the collection and analysis of data and that: predominantly emphasizes an inductive approach to the relationship between theory and research, in which the emphasis is placed on the generation of theories; has rejected the practices and norms of the natural scientific model and of positivism in particular in preference for an emphasis on the ways in which individuals interpret their social world; and embodies a view of social reality as a constantly shifting emergent property of individuals’ creation. The three contrasts are basic, though fundamental differences between quantitative and qualitative research strategies (Table 1). Table 1. Fundamental differences between quantitative and qualitative research strategies Quantitative Qualitative Principal orientation to the role of theory in relation to research Deductive; testing of theory Inductive; generation of theory Epistemological orientation Natural science model, in particular Interpretivism positivism Ontological orientation Objectivism Constructionism Source: Bryman (2004,p 20) Many researchers in social science on research methods and issues find the distinction between quantitative and qualitative useful. So far the distinction between the two main methods is not clear and ambiguous. Some researchers recognize the distinction simultaneously, whereas others find it no longer useful or even conclude as ‘false’ distinction. Bryman (2004) suggests that there is little evidence to suggest that the use of the distinction is abating and even considerable evidence of its continued, even growing, currency. Figure 1. Inductive and deductive approaches’ relationships to theory Deductive Approach Inductive Approach Source: Bryman (2004) However, there are researchers such as Abusabha and Woelfel (2003) suggest that the two different methods of quantitative and qualitative may be a perfect match to integrate as one in a research study. Using a mixed methods approach is not new to public health and has been advocated by many social scientists (Mlles, 1994; Reichardt, 1994a & 1994b; Gilbert, 2002). There are three reasons for combining qualitative and quantitative methods. First, all data have both an objective and a subjective component. First, numbers can be easily assigned to all qualitative data (such as open ended questions in surveys), and any number obtained by a quantitative study is interpreted using a subjective or qualitative judgment. Second, as shown in the WIC barriers study described above, using different methods to answer the same question allows researchers to cross-validate results. Third, mixing the two methods cancels out, somewhat, their corresponding weaknesses. Quantitative research, although very reliable, is often criticized for the validity of its outcomes, and although qualitative research has good validity, it faces problems of repeatability and generality. This study attempts to examine the barriers to implement online purchasing program in organization. To select a research strategy, it is necessary to see the dimension of principal orientation to the role of theory in relation to research. This study intends to explore the barriers that organizations face when implementing online purchasing programs. There are many studies that have investigated the individual customers who make online purchasing on the website or e-commerce services. The underlying theory of the customers who adopt the e-commerce services is well-known Theory of Planned Behavior (TPB) (Pavlou and Fygenson, 2006). B2C e-commerce has some notable differences compared to traditional consumer behavior. First, the spatial and temporal separation between consumers and Web vendors increases fears of seller opportunism due to product and identity uncertainty (Ba and Pavlou 2002). Second, personal information can be easily collected, processed, and exploited by multiple parties not directly linked to the transaction. Third, consumers must actively engage in extensive IT use when interacting with a vendor’s website, which has become the store itself (Koufaris 2002). Fourth, there are concerns about the reliability of the open Internet infrastructure that Web vendors employ to interface with consumers (Rose et al. 1999). These differences stress the uncertainty of the online environment and emphasize the importance of consumer trust and the significance of IT adoption. More importantly, they reduce consumers’ perception of control, confidence, and effortlessness over online activities, creating a barrier to e-commerce adoption. Therefore, compared to traditional consumer behavior, perceived behavioral control (PBC), as described in the theory of planned behavior (TPB) (Ajzen, 1991), is likely to play a critical role in B2C e-commerce. With such underlying theory, this study can apply a deductive strategy for theory testing. It means that the study begins with a theory to be empirically tested. Then with a survey method of data collection, this study can collect data and analyze them. Based on the findings or observations, this study can confirm the underlying theory. Therefore, the study applies a deductive research strategy with quantitative research method. With a quantitative research method, this study attempts to conduct a survey research. However this research needs a survey questionnaire in which a list of barriers for adopting or implementing online purchasing program in an organization. It is a great challenge for this study to generate a list of barriers to be included in the questionnaire. The barriers can be constructed based on pervious literature review and underlying theories. However there is still a need for conducting both quantitative and qualitative research methods. First, the study regarding barriers of adoption of online purchasing program in organizations was rare in existing research study. Second, referring based on the existing literature may overlook some important aspects or perception of barriers from the members of the organizations on the barriers. Therefore, a focus group interview is necessary and inevitable to organize. A research method to conduct a focus group interview must be a qualitative research method. In fact, this study must employ two research methods, both quantitative and qualitative research methods. First, a qualitative research method is used to interviews with a focus group. From the summaries of focus group interviews, they are dilated into important concepts or essential barriers perceived by the interviewees. Then a list of barriers can be prepared to be included in the questionnaire. Once questionnaire is prepared, in the second step, it can be distributed to the selected sample or respondents. Once the questionnaires were collected, data analysis can be done and findings can be confirmed. The advantages gained from a combination of the two research methods were also demonstrated in the study of Abusabha and Woelfel (2003). Their study was set out to identify barriers to retention of its participating infants and children in the New York State Special Supplemental Nutrition Program for Women, Infants, and Children (WIC). It means that the study needs to identify barriers that may impede continuing participation by program clients, despite continued eligibility of their children in the WIC program. The plan was to survey a representative sample of parents/caretakers of infants and children on WIC about barriers they experience while on the program. The first step was to create a list of potential barriers to be included in the survey instrument. The second step was to conduct a survey on selected sample. Because the study goal was to identify barriers to retention from the WIC participants' perspectives, all potential barriers (n=42) identified by focus group participants were included in the survey. Many additional barriers identified from the literature and from a WIC expert guidance team were also included. The survey collected information on 68 potential barriers to retention, on selected demographic variables, and on perceived benefits of WIC. For each of the 68 barriers, respondents were asked to rate on a Likert scale of 1 (no/never) to 4 (frequently) the difficulties they experienced with the listed barrier. The survey was administered by outside contractors to 3,167 parents/caretakers of infants and children enrolled in WIC from March 1999 through December 1999. Participating in the study were 51 local WIC agency sites systematically selected to reflect the socio-demographic and urban rural diversity of NYS WIC participants. All parents/caretakers were asked to sign an informed consent form before participation. When comparing the complete results of the research study on examining the similarities and differences between qualitative results from the focus groups and quantitative results from the barriers survey. The Table presents the percentage of survey respondents who reported sometimes or frequently experiencing each of the 42 barriers identified through the focus groups. Focus group results were consistent with survey results on several themes. First, focus group results indicated that the overwhelming benefit of the WIC program overall was the cost savings it afforded to mothers who needed assistance providing nutritious food to their families. In particular, infant formula was the food the majority of participants appreciated most. In an open ended survey question asking parents/caretakers to indicate which WIC benefit they viewed as most important for their infant or child, the most frequent responses were good nutrition (26%) and formula (25%). Other benefits mentioned were other WIC foods (13%), milk ( 1%), and saving money (9%). Second, an overwhelming majority of parents/caretakers of currently enrolled children who participated in the focus groups said that they would never consider leaving WIC. Similarly, 95% of survey respondents who were current WIC clients reported on the Likert scale that they have never seriously considered discontinuing WIC services for their child. Third, many of the barriers that came out, strongly in the focus groups were supported by survey results. Eleven of the 68 potential barriers fisted on the survey were reported by more than 20% of survey respondents to be a barrier sometimes or frequently. All 11 barriers were also reported by focus group members and emerged as key barriers during the group discussions. Significant differences between focus groups and survey results were also noted. First, a number of women in three focus groups suggested that agency staff were rude, unfriendly; and unsympathetic, and provided conflicting information. In contrast, very few ( Read More