ABSTRACT
Choosing a research methodology is comparable to choosing an outfit. Each item is chosen as a result of the consumer's ultimately subjective judgement, although fashion may affect his decisions. Rarely will one piece of clothing be sufficient and he is required to match various items to produce a compatible whole. This process of matching items, and methodologies, leaves the consumer at the mercy of those who disagree with his style as a whole or with the inclusion of one, or more, element(s) of the overall 'outfit'. He will undoubtedly have to explain, justify and defend his individual choices and the overall image he has created. Inevitably, some will disagree with those choices that differ from their own personal and subjective tastes. Fashion, or the consumer's changing tastes, may eventually persuade him to choose different styles in the future, but this is irrelevant to assessing those choices made at the present time.
