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Mostly the natural science researcher makes use of this philosophy to explain the causes and effects of the events (Proctor, 2003). In accordance with Proctor positivism is an, “important methodology in the social sciences and mainly in business research. Inside a positivist methodology the ontological assumptions view the social world as an exterior environment, where exact structures affect people in similar ways and where people understand and act in response to these structures in similar ways. The epistemological suppositions in this approach are that the researcher is autonomous of what is being researched and their job is to observe and measure social structures” (Proctor, 2003).

In accordance with Saunders et al (2000) “If your research philosophy mirrors the principles of positivism then you will probably take on the philosophical stance of the natural scientist”.

3.1.3 Phenomenology:

Proctor (2003 p.7) elucidates that “phenomenology approach discovers the meaning rather than measurement and it is inductive in nature”. Phenomenology that is primarily made use of in the social and management science research, in which the researcher relates “people's understanding of event rather than the events themselves” (Proctor, 2003). Proctor further elucidates the phenomenology as “the ontological assumption here is that people are not inactive in simply responding to structures but instead reality is itself socially made up” (Proctor 2003).

3.1.4 Realism:

Saunders et al (2003) say that “realism is based on the belief that a reality exists that is self-determining and independent of human thoughts and belief. In the social science and in the study of business and management this can be seen as demonstrating that there are large scale social forces and processes that affect people without their essentially being aware of the existence of such influences on their interpretations and behaviours”. So it is obvious that the realism philosophy discuss the reality that what the people process in thoughts regarding the organization and products.

For this research project on Toyota (Pakistan), the researcher makes use of the philosophy of realism because he or she will discuss the current procedure for SQAE in Toyota (Pakistan).

3.2 Research Design:

Research design is a most imperative part in research methodology. It helps the researcher on how to collect the information and data and how to analyze it. The structure of the research relies on the research design (Saunders et al 2003). Malhotra et al (2003) stated that “A research design is a model or blueprint for conducting a marketing research project. It details the procedures essential for attaining the information needed to arrange or solve marketing research problems. A good research design will make sure that the marketing research project is carried out effectively and efficiently”.

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