Qualitative Research Approach

Research approach can be categorized into quantitative and qualitative research (Yates, 2004; Creswell, 2009). For this study, both quantitative and qualitative approaches were adopted. The adoption of each of the approaches in any research process come along with their limitations; therefore biases inherent in any of the methods could nullify or neutralize the biases of other methods (Hurmerinta – Peltomaki & Nummela, 2006). Usually, quantitative research conducts a deductive approach to the relationship between theory and research which focus on testing of theory (Bryman & Bell, 2011; Yin, 2008). Conversely, qualitative research emphasizes the words rather than quantification with data. It prefers conducting an inductive approach to the relationship

A descriptive research intends to bring to the fore reality encompassing the magnitude and position of a scenario, in existence at the exact time the study was undertaken (Creswell, 2009; Fink, 2009). This research was also being cross-sectional as a result of time constraint. That is to say, this research was a survey of a distinct episode at a specified time period (Saunders, Lewis & Thornhill, 2007). Accordingly, cross-sectional studies often employ the survey strategy, and they may be advocating delineating the event of an episode. Basically, the study relied on primary data. The primary research provided the raw data to meet the targets set for the study. The primary data, made up of raw type was gathered directly from employees of Tullow Oil, Unilever, and MTN Ghana Limited (TUM). It must be emphasized that primary data was made up of figures, views, facts, opinions and personal experiences of the respondents belonging to the afore-mentioned case study

That is to say, the questionnaire that was effectively utilized consists of both open and closed-ended feedbacks. Owing to the quantitative and qualitative nature of the data that was garnered, both techniques were relied upon in the analysis as postulated by Saunders, Lewis and Thornhill (2007). This strategy is opted for principally in the natural sciences and heavily reliant on information that can quantitatively be accounted for. Babbie (2010) opined that surveys, questionnaires, tests of personality, and standardized research instruments are undoubtedly hypothetical scenarios of apparatuses effectively utilized within the quantitative approach perspective. Conversely, Crotty (1998) posited that qualitative approach to research accentuates on systematic protocols and methods, where subjective parameters of the researcher are crafted into the fact findings and its concluding part.

Responses were scripted and effectively made use of in order to map out formidable mechanisms to address the issues mentioned earlier as regards the specific objectives in consonance with the research questions. Five-Point Likert’s scale was employed to develop the questionnaire in order to allow respondents to fish out the disparities in the responses vis-à-vis ensuring they had a myriad of options. The Likert scale was chosen because it has been successfully utilized in similar studies within the