Churchill (1976) compared research design as the architect’s blueprint of the house
which is nothing more than the framework in a research. A choice of research design
reflects the decisions regarding to the priority being given to a range of dimensions of
the research process (Bryman and Bell, 2007). In essence, a research design provides
guidance for the collection and analysis of the data in a study, which ensures the
relevance of the work to the proposed problem and the employment of economical
procedures (Churchill and Iacobucci, 2002). This, of course, will influence the choice of
methodology, data collection and justifications of research outcomes.