Anti Positivism Approach

Before undertaking any research, Boyle and Schmierbach (2015) suggested that a paradigm needs to be developed to ensure that the philosophical underpinnings used by the researcher are determined. When determining the paradigm, the researcher has to decide on whether to use a positivism approach or to use an anti-positivism approach. When a researcher adopts a positivism approach, the social aspect of research is assumed to have no significance on the results of the study. As such, most such studies adopt a quantitative review where the data collected does not really highlight the relationship with society.

An alternative is an anti-positivism approach where the researcher recognizes the impact that social conditions and perceptions may have on the subject of research. This mostly leads to interview type of data collection where the respondents’ positions influence the findings. The paradigm that will be used in this study is an anti-positivism paradigm since the customers’

When an epistemology is based on the positivism philosophy, the objectives and the nature of knowledge assumes that everything is based on causality when it comes to knowledge that exists. Secondly, an epistemology based on realism assumes that the nature of knowledge is based on the observable phenomenon (Saunders & Tosey, The layers of research design, 2013). Essentially, insufficient data provides inaccurate information, and some phenomenon may require proper inaccurate information were not collected effectively. Third, when an epistemology is based on the interpretivism philosophy the nature of knowledge is based on the social phenomenon and subjective meanings that change the meaning based on the situation. Finally, when an epistemology is based on pragmatism, the nature of knowledge is dependent on the nature of the questions that are asked and not the nature of the