Social Factors 11 3. Consumption Pattern 12 3.1. Involve In Purchasing 12 3.2. Intake of Vegetables and Fruits 12 3.3. Fat Intake 13 3.4. Intake of Fish and Meat 13 3.5 Consumption of Organic Food 13 References 15 Bibliography 19 Appendix 20 Evaluation of Research Design 1. Research Paradigm The research paradigm selected for this study has been interpretive. The interpretive research is chosen owing to different reasons. One of the primary reasons behind its selection is that this approach, unlike positivist approach deems that reality and the individual who observes it cannot be distinguished. On the other hand, the positivist approach believes that the reality is separate from the individual who observes it. The positivist approach is often blamed for its dualistic nature. Interpretative approach is also ascertained to provide an in-depth understanding of the complex world of human experience from their beliefs and perspectives. This approach is further consistent with the construction of the social world characterised by the interaction between the researcher and the participants (Andrade, 2009). Hence, the rationale behind selecting interpretive approach is that the study has aimed at attaining opinions regarding the healthy eating and food consumption habit. In this context, the opinions and beliefs cannot be quantified or measured, thus exploratory research has been chosen for this study. The exploratory research facilitates in drawing valuable insights regarding concept, people or any particular situation (Maxwell, 2008). Correspondingly, this study has intended at ascertaining deep insights regarding the participants’ perception on healthy eating and food consumption. While on the other hand, conclusive research particularly involves obtaining and analysing specific data to address particular specific questions (Dr. Nancy D. Albers-Miller, n.d.). Furthermore, inductive research has been adopted in this research study. Unlike deductive research, inductive research involves generalising the observations such as the factors that motivate participants to purchase and consume certain specific food items, which is not feasible with the use of deductive method (University of Pretoria, n.d.). Secondary research had been initially conducted in order to comprehend that further research is required. Moreover, secondary research had been undertaken as it was convenient to identify the known factor with the use of secondary sources. The qualitative research was conducted as the tool for primary research (Church, 2001). The qualitative research was selected in order to gain reliable understanding regarding the behaviour of the participants for uncovering the motivations behind purchasing and consuming certain categories of food items (Roller, 2011). At the same time, ad-hoc research approach was adopted in this study as this study involved identifying certain specific problem that was hard to generalise. While longitudinal approach was omitted as this approach requires longer time as well as it is more complicated and expensive in nature (Yee & Niemeier, 1996). 2. Data Collection Methods Data collection is an important procedure for any research in order to ensure the validity and reliability of the research study. It is thus crucial to select the most appropriate method of data collection. Correspondingly, focus group has been used in this study. The focus group is adopted so that more in-depth understanding regarding the perceptions, attitudes, beliefs and experiences could be
Marketing Research "Exploring University Of Leicester Students’ Perception of Healthy Eating and Food Consumption” Table of Contents Evaluation of Research Design 3 1. Research Paradigm 3 2. Data Collection Methods 4 3. Sampling 5 4. Research Procedure 6 5…
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