What is the notion of the research philosophy?
The outer layer of the research opinion, or research philosophy, varies depending on the research question that is being answered. Having identified the research topic to be subjective in nature, an interpretive philosophy was chosen. Interpretivism is founded on the limitations of positivism. The difference between the two represents an emphasis on research among people and objects, as interpretivism focusses on the differences between humans in their role as social actors. Due to researchers in this research area readily utilising a positivist approach, it can be interpreted that the complexity is reduced to a series of law-like generalisations, as a result leading to the need for an interpretive philosophy.
Deduction revolves around the notion of the development of a theory that is consequently subjected to rigorous testing. Whereas, induction is centred around on the collection of data in order to investigate a phenomenon, identifying themes and creating theories or conceptual frameworks. That being said an inductive approach had been chosen as it closely correlates to the basis of this research.
Epistemology refers to the way in which humans come to a comprehension of the world we live in, while ontology refers to what humans believe about the nature of being and existence. Therefore, as the research requires the apprehension of the opinions and values of consumers of Nike products and services, an interpretive epistemology approach was implemented.