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The Hypothetico-Deductive Approach

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THE HYPOTHETICO-DEDUCTIVE APPROACH
The purist hypothetico-deductive perspective "...emphasizes universal laws of cause and effect on an explanatory framework which assumes a realist ontology; that is that reality consists of a world of objectively defined facts" (Bullinga, M. (2012). In the deductivist tradition the researcher starts "....with an abstract, logical relationship among concepts then move(s) towards concrete empirical evidence", (Arnesen, 2013). Thus in deductivist research there is a well-established role for existing theory since it informs the development of hypotheses, the choice of variables, and the resultant measures which researchers intend to use. Within this paradigm the scientist formulates a particular theoretical framework and then sets about testing it. In an example of this approach, which was relevant to our research, Bres in 2015 study the factors that determine users’ trust in their researchers. Their theoretical framework shows that various antecedents influence ‘user trust’ in the researcher and, in turn, this influences the utilization of market research information. For example "perceived researcher interpersonal characteristics" are antecedents to trust; one of the components of these is the ‘perceived expertise’ of researchers. Their theory hypothesizes a relationship between user trust in the researcher and researcher expertise. The basis for the hypothesis lies in previous work by Crosby Evans and Cowles (1990). Since the researchers have specific measures for expertise they are able to test whether the hypothesized relationship actually exists. Quantitative or ‘logical positivist/quantitative’ methods (Jauhari, 2012)) for data gathering and analysis are commonly associated with such approaches.
The value of such an approach is that researchers are able to make use of previous researchers work. However, its limitation is that

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