Research Approach

In research, researcher often refers to the two broad method of reasoning as the deductive and inductive approaches. Deductive research approach is works from the more general to more specific. This research approach sometimes called “top – down” approach, and conclusion follows logically from premises (available facts). Deductive research approach allows the researcher to establish a hypothesis by using theory (Gill and Johnson 2010). On the other hand, inductive research approach is moving from specific observation to broader generalization and theories, sometimes call “bottom – up” approach, involves a degree of uncertainty and the conclusion is likely based on premises. Inductive research is a flexible approach because there is no requirement of pre – determined theory to collect data and information (Mertens 2008).

So I’ve seen my topic “Customer’s Perception towards promotion and advertising 1Malaysia’s product at Kuching” based on the deductive approach. This is because the problem is from the more general information to the more specific. We have to know what theory to use from that we can make hypothesis for that problem, after that do some observation and make confirmation.

Ref. Deductive & inductive research approach.  http://dissertationhelponline.blogspot.com/2011_06_01_archive.html