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In fact as Guba & Lincoln, (1982) has propounded, philosophical paradigm within a research holds utmost importance, as it is the Research philosophy is a particular way of developing knowledge that defines philosophical paradigm.This development and understanding of knowledge depends on certain assumptions based on our perspective of the world, i.e.It interprets the social roles of other individuals in accordance with our own set of meanings/perspectives.
the practical considerations while selecting a topic of research (Holden & Lynch, 2004; Saunders, Lewis, & Thornhill, 2009).
For instance, the world perspective and practical consideration of a researcher are different.
For example, interpreting the psychological strategies undertaken by suppliers and demands of consumers.
Naturalistic use the methods like, interview ,observation and analysis of existing texts.
Hence, philosophy of positivism considers quantitative related data to accomplish the aims and objectives.
The philosophy of phenomenology is completely contrasted in the way of considering and approaching from philosophy of positivism, because it is concerned the things in real mean rather than measuring and counting the phenomena (Collis and Hussey, 2003).The researcher is said to adopt positivist research philosophy approach when s/he is more concerned with reality/facts associated with product manufacturing.This may include quality maintenance like machines, computers, raw materials and such others.According to ‘Kuhn (1996)’, research philosophy refers to set of assumptions that refers by researcher during a study or research in a particular area.There are various purposes of research philosophy in research methodology.Moreover, the facts and observations in the philosophy of positivism can be countable, visible, and measurable.In the philosophy of positivism, a little account of feelings and beliefs of people or participants are taken as phenomena, whereas researcher is allowed to act as an independent in order to find facts towards objects.Methodology which needs to be adopted here is highly structured involving hypotheses testing and statistical tools– a quantitative method.b) Interpretivism based on understanding human nature and their varying role as social actors.However, majority of studies adapt and follows philosophy of positivism and philosophy of phenomenology or interpretivism According to ‘Jankowicz (2005)’, philosophy of positivism is a system that emphasize to obtain knowledge through believing in description rather than questioning.As part of this, philosophy of positivism conceives the facts by recognising them through observation.