This stage involves building a theoretical framework,
research questions and hypotheses, and recognising the information required for
the research (Malhotra, 2007:10; Hair, Bush & Ortinau, 2006:55). The aim of
this study is supported by different aspects as discussed in section 1.5 of
Chapter One. Various hypotheses were formulated in section 1.5.3 of Chapter One
to help determining the parameters of the research. The primary objective of
this research is to establish the perceptions of patients regarding the service
quality received from doctors and nurses. More particularly, how they rate
doctors and nurses on the service quality dimensions. The secondary objectives
aim:
· To determine how patients rate the reliability
of doctors and nurses.
· To establish how patients rate the responsiveness
of doctors and nurses.
· To determine how patients rate the assurance of
doctors and nurses.
· To establish how patients rate the empathy of
doctors and nurses.
· To establish if there is a difference in how patients
rate doctors and nurses on the service quality dimensions.
· To establish the perception of patients regarding the
tangible aspects of a military hospital in Gabon.
4.2.3 Step 3: Research design
A research design represents a framework of how a research
study has to be conducted. However, one needs to differentiate between two
types of research namely, quantitative and qualitative research. Qualitative
research concentrates on words, stories, signs, visual representations,
observations and interpretations of social facts. Quantitative research makes
use of numbers; it aims at explaining some facts with the
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use of numbers Holder (2008:5). For the purpose of this
research, the researcher made use of a quantitative method.
4.2.3.1 Quantitative research
This research focused on a quantitative study. The motive for
choosing a quantitative study is that it is simple to explain the results in
simple conclusions. A quantitative study includes gathering primary data from
large numbers of respondents with the goal to project the result to a broader
population. This research type quantified data using statistical analysis
(Zikmund & Babin, 2007:83).
A quantitative method was utilised for the purpose of this
research to gather responses from respondents. The quantitative technique is
suitable when the population is large and objectivity is extremely important
(Rootman, 2006:111). Quantitative data was collected from respondents using
self-administered questionnaires.
4.2.3.2 Descriptive research
A descriptive study provides a deep description of the
research problem. It aims at finding answers to questions of who, what, when,
where and how. Descriptive research focuses on precision, it intends to
describe phenomena and requires precise observations, and its research design
makes use of valid and reliable observations (Terre Blanche, Durrheim, &
Painter, 2006:44-45). In a descriptive study, the researcher is required to
possess some prior knowledge of the nature of the problem at hand. However,
before undertaking any action towards a problem, the researcher needs
conclusive evidence which provides answers to the problem. Hence the objective
of descriptive research is to offer an exact image of a marketing environment
(Zikmund & Babin, 2007:42-43), such as:
? Demographic information: In that case the study may help to
describe certain traits of population groups in a given market.
? Behavioural information: Descriptive research may help
describing behaviour patterns of certain population groups.
? Detailed information: Descriptive research offers
information on certain elements by answering questions on: when, how, where,
why, who.
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For the purpose of this study, a descriptive research was
selected because descriptive research is best used in a survey investigation.
It is ideal for frequencies, average and most statistical calculations and aims
at providing an exact description of people, circumstances or events (Du
Plessis, 2010:118).
