3.2 Research Strategy

3.2 Research Strategy:

 Generally, two methods of research ‘qualitative and quantitative’ have been used for research depending on the nature and requirement of the investigation. Both methods have their strengths and weaknesses depending on the nature of research. According to Zhang (2000), the qualitative method allows to look into matter deeply and in detail while quantitative methods require a specific tools and instruments. One advantageous aspect of quantitative research is argued that the measurement of the reaction to limited set of question and specified criteria is the focus. On the other hand qualitative research method provides a wide range of information about much smaller people and cases.

 The nature of the study has reverence to investigation and analysis of the issue of implementation of EMS in manufacturing sector of Pakistan. In order to achieve the target two phase strategy is adopted for identification of constraints and for investigation of their impacts. Two types of target audience has been focused for study purpose like consultants and representative from manufacturing sector.

 Firstly, the information and literature relevant to implementation of EMS and constrains, has been reviewed and collected. On the basis of previous data and literature, as a primary source of information, a questionnaire has been designed.

Secondly, qualitative research methodology based on secondary source of information is used as supporting element.  These sources includes, previous case studies form books, journals and articles served as a supporting element to conceive outcome of this project in real, based on questionnaire survey.

According to Christie (1995) adoption of qualitative research methodology has a number of advantages, focusing on experience of the companies in implementation and adoption of cleaner production and EMS. This approach provides

·         “opportunity to identify key benefits and problems based on extensive company experience and reflection;

·         The potential for generalization on the basis of leading  edge experience;

·         The opportunity to draw on corporate in-house research and documentation.

In second phase, the data will be collected and interpreted to reach specific results. Qualitative research methodology will be used as a secondary source of information. Previous case studies in books and journals, articles, conference proceedings, and magazines are supporting element in this phase for discussion, analysis and conclusion

The main target focus of this questionnaire is manufacturing sector (refinery, cement industry, metal industry, fertilizer and pharmaceutical industry) and environmental management consultancies, with few firms having experience of ISO 9001 certification. The target audiences of this survey are those people who remained in touch directly or indirectly with environmental management department and in implementation of EMS.

The focus of target audiences are enough similar with the work done by Christie (1995). Target companies and consultants are selected for this survey due to following reasons.

·         Manufacturing sector is considered more responsible for environment with a sound track record of innovation and development. This urge the companies to develop environmental policies and adopt

Environmental management system and cleaner production

·         Chemical, cement and fertilizer industry has a long historical environmental innovation experience forces by legislative requirement.

·         ISO consulting firms plays a vital role in adoption and implementation of EMS. So, they are considered an authenticated source of information.

 The selected firms are ISO 14001 certified and pick randomly through internet search due to unavailability of specific information from any authoritative body from Pakistan.

The purpose of this division between consultants and manufacturing firms is to analyse the issues from two dimensions which focus on implementers (industrial sector) and observers or outside supporting bodies like consultants. The functional focus of this survey encompasses corporate level of analysis and plant level as well. This frame work can give the better picture of the issue under discussion. Due to scarcity of time and difficulty to access the respondent directly face to face, internet has been used to send questionnaire through e-mail rather than traditional method of postal mail.

The survey is sent to the firms information address due to unavailability of direct relevant person and it is also requested that direct this questionnaire to relevant person /department if you are not relevant person. Regarding the consulting firms the questionnaires have been sent on personal e-mail address listed for contact in directory.