The model of these research phases is presented in figure 4-3. More details of all phases will be discussed in the following sections. Figure 43 Model of research phases Phase 1: Academic librarian interview According to Creswell (2002), the qualitative approach is an instrument for understanding the meaning of social or human problems that occur either within a group or among individuals. The study of e-book management in academic libraries has not been studied widely in a Thai context. Therefore, this issue merits an exploratory qualitative approach. Another characteristic of the qualitative approach is that it helps the researcher to clarify why and how participants react as they do (Mellon, 1986). Qualitative research contains a more holistic and natural approach in order to solve that problem. Moreover, it focuses more on the subjective aspects of human behaviour and experience (Connaway & Powell, 2010). Studying a phenomenon in its natural setting is a key characteristic of the qualitative approach as the researcher conducts a field study to collect data from the participants. Information is usually gathered by speaking to participants or observing them behave in natural settings. Face-to-face interaction is a major aspect of data collection in a qualitative study (Creswell, 2002). Moreover, a variety of data collection methods can be used, such as interview, observation, mechanical recording, and photography. Grover and Glazier (1985) also emphasise how a qualitative method facilitates the gathering of data about users’ information needs and behaviour.
The model of these research phases is presented in figure 4-3. More details of all phases will be discussed in the following sections. Figure 43 Model of research phases Phase 1: Academic librarian interview According to Creswell (2002), the qualitative approach is an instrument for understanding the meaning of social or human problems that occur either within a group or among individuals. The study of e-book management in academic libraries has not been studied widely in a Thai context. Therefore, this issue merits an exploratory qualitative approach. Another characteristic of the qualitative approach is that it helps the researcher to clarify why and how participants react as they do (Mellon, 1986). Qualitative research contains a more holistic and natural approach in order to solve that problem. Moreover, it focuses more on the subjective aspects of human behaviour and experience (Connaway & Powell, 2010). Studying a phenomenon in its natural setting is a key characteristic of the qualitative approach as the researcher conducts a field study to collect data from the participants. Information is usually gathered by speaking to participants or observing them behave in natural settings. Face-to-face interaction is a major aspect of data collection in a qualitative study (Creswell, 2002). Moreover, a variety of data collection methods can be used, such as interview, observation, mechanical recording, and photography. Grover and Glazier (1985) also emphasise how a qualitative method facilitates the gathering of data about users’ information needs and behaviour.
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