2.3 Research design
Research design can be defined as «the framework for
conducting a marketing project. It permits to specifies the details of the
procedures necessary for obtaining the information needed to structure or solve
marketing research problems» (Malhotra and Birks, Marketing Research an
applied approach, p64)
For this study, we used two different kind of research design:
exploratory and conclusive quantitative design.
In fact, as Malhorta and Birks (2007) have explained it is
possible to combine two kind of research design. Indeed, at the beginning of
the analysis, the researcher had to use an exploratory research as an initial
step of research. This design was used in order to get more background about
the topic; as the topic was not well understand by the researcher; she needed
to conduct this type of research in order to get accurate information.
Exploratory research designed was also used in order to develop our research
question and our different hypothesis. The present study is exploratory since
it would gather information in order to see if the independent variables are
influencing the green purchase behavior. The researcher has used the existing
literature in order to come up with preliminary ideas on the research
problem.
Following the exploratory research, in order to test the
formulated hypothesis, the researcher has used a conclusive descriptive
research design. Creswell (1994) said about the descriptive research design
that the emphasis is on describing a phenomena rather than on judging or
interpreting. The final goal of this type of research design is to verify the
formulated hypotheses that refer to the initial situation in order to validate
or reject it. That's why this kind of design was used in the present study: in
order to test the formulated hypotheses. For the present study, descriptive
approach was also chosen due to its various advantages. In fact, descriptive
design is quick and practical in terms of the financial aspect. In addition,
this design permits a flexible approach, as a consequence, when important new
issues and questions appears during the duration of the study, further
investigation can be conducted.
2.4 Data gathering
2.4.1 Conjoint analysis
In order to conduct this study the researcher first thought
that it could be interesting to use a tradeoff or conjoint analysis in order to
gather information. In fact, a conjoint analysis permits to define the consumer
preferences according to additive utility model, specific to each interviewee
(Gilbert Saporta 2009). In other words, this would allow the researcher to
determine what consumer are looking for when they are looking for green
products and what do they prefer in those products.
However, the present hypotheses are mostly based on the
consumer himself; household, situation, level of income and education, store
types etc; as a consequence this kind of instrument wouldn't be very effective
and relevant in this case. Indeed, conjoint analysis is more relevant when
studying consumer attitude toward product's attributes rather than the profile
of the consumer, which is the case here.
That's why the researcher has finally decided to conduct a survey
which would allow asking accurate questions according to the hypotheses.
| 
