Research Methodology
1. Research Approach and Philosophy
The study follows an interpretivist research philosophy because this approach believes that reality emerges from social interactions and contextual experiences according to Saunders et al. (2019). Interpretivism emphasizes comprehending individual meanings and perceptions in organizational contexts which makes it the best approach for examining digital transformation challenges in SMEs that depend on context.
The research uses an inductive method for deriving themes and theories directly from participants’ narratives instead of verifying established hypotheses (Creswell & Poth, 2018). The study investigates how SME stakeholders deal with DT obstacles through an exploration of their experiences and paradoxes such as innovation versus tradition tensions and resource limitations.
2. Methodology and Data Collection
The qualitative research design involves semi-structured interviews to collect comprehensive details about the experiences of SME employees and leaders. The selection of qualitative methods reflects their strength to capture complex insights into stakeholder experiences.
Collect detailed insights into DT challenges and strategic responses.
Examine both the methods and motivations that drive organizational decisions.
Adapt to emergent themes during data collection.
2.1 Sampling Strategy
This study focuses on both employees and management staff from Hong Kong retail SMEs with staffing numbers below 50 as defined by HKSAR Government standards in 2024.
The purposive sampling technique will involve selecting participants who have hands-on experience with DT projects such as SME owners and IT managers.
The research targets 15–20 participants to reach the point of data saturation according to Saunders et al. (2018), which signifies when additional interviews contribute no new information.
2.2 Data Collection
Interviews which use Zoom or in-person meetings will be guided by open-ended questions following a flexible structure (e.g.,“How has your organization balanced innovation with existing workflows during digital transformation?”).
Researcher will organize 1–2 optional focus groups that include 5–7 participants to generate discussion and analyze different viewpoints.
Secondary data sources such as internal DT strategies and government reports will support primary data collection.