CHAPTER THREE

METHODOLOGY

3.1 Research Design

This study adopts a qualitative, exploratory research design based on documentary and literature-based
analysis. Given that the objective of the study is to examine the cultural importance of the number eight and to
synthesise existing empirical evidence of its influence on decision-making, a qualitative documentary design is most
appropriate, as it allows for systematic analysis of existing scholarly, documentary, and archival material rather than
the generation of new primary numerical data. The design follows an interpretive approach, situating quantitative
findings from prior empirical studies (such as reported price premiums) within their cultural and theoretical context.

A qualitative documentary design was chosen over a quantitative survey or experimental design for several
reasons. First, the phenomenon under investigation, that is, the cultural weight attached to the number eight, is
already documented in a substantial and geographically dispersed body of scholarly and journalistic literature,
making a synthesis-based approach more efficient than the collection of new primary data. Second, a documentary
design allows the researcher to draw on studies conducted across different markets and time periods, which
strengthens the credibility of the conclusions by demonstrating that similar patterns recur across independent
contexts. Third, because the study seeks to understand meaning, that is, why the number eight matters and how that
meaning translates into behaviour, rather than only to measure an effect, an interpretive qualitative approach is
better suited to the research questions than a purely statistical one (Creswell & Poth, 2018).

The research design is also informed by the recognition that cultural beliefs and economic behaviour are
closely linked. As such, the study does not treat documentary evidence and empirical price data as separate types of
information. Instead, it treats them as complementary sources that, when read together, provide a fuller picture of
how a single cultural belief can shape decisions across different sectors of life, including housing, transport, retail,
and finance.

The design is further guided by a conceptual framework that links three levels of analysis: the linguistic and
cosmological origin of the belief in the number eight, discussed in Chapter Two; the empirical evidence of its
influence on pricing and choice, drawn from the documentary sources reviewed in this chapter; and the practical and
academic implications of that evidence, which are developed in Chapter Four. This three-level framework ensures
that the methodology remains directly connected to the study's overall research questions, rather than existing as a
stand-alone technical exercise.
3.2 Instruments for Data Collection

Data for this study were collected through a structured review of secondary sources, including peer-
reviewed journal articles, working papers, and reputable documentary sources published mainly between 2018 and
2026. Sources were retrieved from academic databases and publisher platforms including Elsevier's ScienceDirect,
SAGE Journals, Springer, and Taylor & Francis, as well as institutional repositories and reputable cultural
publications. A documentary analysis guide was used to extract relevant information from each source, including the
domain of decision-making examined (e.g., real estate, retail, finance), the nature of the evidence presented, the
direction and size of any reported effect associated with the number eight, and the theoretical explanation offered.

The documentary analysis guide functioned as the main data collection instrument for the study. It was
designed as a structured extraction sheet containing the following fields for each source reviewed: bibliographic
details, country or market of study, research method used by the original authors, sample size where applicable, the
specific domain of decision-making examined, the reported direction and magnitude of any price or behavioural
effect, and the theoretical explanation given for the effect. This structured approach ensured that information was
extracted consistently across all sources, which reduced the risk of selective or biased reading of the literature.

In addition to the documentary analysis guide, search logs were kept to record the databases searched, the
search terms used, and the number of results returned for each search. Search terms included combinations such as
"lucky number eight," "Chinese numerology and price," "superstition and real estate," "license plate auction lucky
number," and "numerology and consumer behaviour." Keeping a search log allowed the researcher to track the
systematic nature of the search process and to avoid duplicating searches across sessions.

Each source that passed the initial screening stage was also subjected to a brief quality appraisal before
inclusion. This appraisal considered whether the source was published by a recognised academic publisher or a
reputable institution, whether the methodology used by the original authors was clearly described, and whether the
findings were presented with enough detail to be compared with other sources. Sources that did not meet these basic
quality standards, such as unsourced blog posts or opinion pieces without supporting data, were excluded from the
final set of documents used in the analysis, even where they had been identified during the initial search stage.

3.3 Population of the Study

The "population" of this documentary study consists of the body of scholarly and documentary literature
addressing Chinese numerology, superstition, and decision-making, published within the study's defined timeframe.
This includes empirical studies conducted in mainland China, Hong Kong, Taiwan, Malaysia, Singapore, and
Chinese diaspora communities in North America, Europe, and Australia, covering real estate transactions, retail and
hospitality pricing, stock market trading, and vehicle registration auctions.
 This population was chosen because it represents the full range of contexts in which the number eight has
been empirically studied. Restricting the population only to mainland China would exclude important and well-
documented evidence from Hong Kong's property and license plate markets, which form some of the strongest
quantitative evidence available on this topic. Similarly, restricting the population only to real estate would exclude
equally relevant evidence from financial markets and hospitality pricing. For this reason, the population was defined
broadly enough to capture the phenomenon across sectors, while still being limited to literature that specifically
addresses the number eight or closely related Chinese numerological beliefs.

3.4 Sampling Technique

A purposive sampling technique was used to select sources for review. Sources were included where they
(a) directly addressed the number eight or broader Chinese numerological belief, (b) reported empirical,
documentary, or archival evidence relevant to decision-making, and (c) were published, where possible, within the
2018–2026 timeframe specified for this study. A small number of foundational or explanatory sources published
outside this timeframe were retained only where necessary to explain underlying cultural or cosmological concepts
(such as the Bagua and Feng Shui) that could not be adequately sourced from within the primary timeframe. Sources
lacking clear provenance, or drawn from unverifiable or purely promotional material, were excluded.

Purposive sampling was chosen over random or convenience sampling because the study required sources
with specific characteristics, namely, a direct and demonstrable link to the research questions, rather than a
representative cross-section of all literature mentioning Chinese culture (Patton, 2002). This sampling technique is
widely used in documentary and qualitative research where the goal is depth and relevance rather than statistical
generalisability.

The sampling process was carried out in three stages. In the first stage, an initial pool of sources was
identified through database searches using the terms listed in Section 3.2. In the second stage, titles and abstracts
were screened against the inclusion and exclusion criteria described above, and clearly irrelevant sources were
removed. In the third stage, the remaining sources were read in full, and a final decision on inclusion was made
based on the strength, relevance, and clarity of the evidence presented. This three-stage process is comparable to the
screening procedures recommended for documentary and literature-based studies (Bowen, 2009).

3.5 Methods of Data Analysis

Data extracted from the reviewed sources were analysed using thematic content analysis. Findings were
grouped into thematic categories corresponding to the domains of decision-making examined in Chapter Two,
namely, real estate and property, retail and consumer pricing, financial markets and investment, and hospitality and
social events. Within each theme, findings were compared across sources to identify areas of consistency (such as
the repeated finding of price premiums for the number eight across independent housing markets) as well as areas of
divergence (such as variation in the reported magnitude of price premiums across different studies and locations).
This comparative thematic approach allowed the study to draw general conclusions about the number eight's
influence on decision-making while remaining attentive to contextual variation across markets and cultures.

The thematic analysis followed the six-phase process described by Braun and Clarke (2006): familiarisation
with the data through repeated reading of the extracted material; generation of initial codes based on recurring ideas,
such as "price premium," "auction value," and "symbolic meaning"; searching for themes by grouping related codes
together; reviewing themes against the full data set to check for coherence; defining and naming each theme clearly;
and, finally, producing the written analysis presented in Chapter Four. This structured process was chosen because it
provides a transparent and repeatable method for moving from raw documentary evidence to organised findings,
which strengthens the credibility of the analysis.

Where studies reported numerical findings, such as percentage price premiums, these figures were recorded
and compared directly across sources, allowing the study to identify a general range of effect rather than relying on
any single study in isolation. For example, findings on the price premium associated with the number eight in
property addresses and floor numbers were drawn from more than one independent study, which allowed the
researcher to note both the consistency of the general effect and the variation in its exact size.

3.6 Validity and Reliability of the Study

In qualitative documentary research, validity and reliability are established differently than in quantitative
research. Rather than relying on statistical measures, this study followed the concept of trustworthiness proposed by
Lincoln and Guba (1985), which rests on four criteria: credibility, transferability, dependability, and confirmability.

Credibility was strengthened by using only sources that met the inclusion criteria described in Section 3.4,
and by cross-checking key findings, such as reported price premiums, across more than one independent source
rather than relying on a single study. Transferability was supported by including evidence from multiple countries
and sectors, which allows readers to judge how far the findings might apply to contexts not directly covered by the
study. Dependability was addressed by keeping a clear and consistent documentary analysis guide and search log,
described in Section 3.2, so that the data collection process could, in principle, be repeated by another researcher.
Confirmability was supported by grounding every claim made in Chapter Four in a specific, cited source, rather than
in the researcher's personal opinion or assumption.

Together, these four criteria provide a recognised alternative to traditional validity and reliability measures
and are widely accepted as appropriate standards for documentary and literature-based qualitative studies (Lincoln
& Guba, 1985; Creswell & Poth, 2018).
3.7 Ethical Considerations

Because this study relies entirely on secondary, publicly available documentary sources rather than on
human participants, it does not raise the same ethical concerns as primary research involving interviews, surveys, or
experiments. No personal, private, or identifiable data were collected at any stage of the study.

Nevertheless, the study followed accepted ethical standards for documentary and literature-based research.
First, all sources used were properly acknowledged and referenced, in order to avoid plagiarism and to give
appropriate credit to the original authors. Second, care was taken to represent the findings of each source accurately
and in context, rather than selectively quoting figures in a way that might exaggerate or distort the original authors'
conclusions. Third, where sources presented conflicting findings, such as differing estimates of price premiums,
both findings were reported rather than only the finding that best supported the researcher's expectations. This
approach is consistent with general ethical guidance for academic research integrity (Resnik, 2020).

A further ethical consideration relates to cultural sensitivity. Because this study discusses beliefs that some
readers may label as "superstition," care was taken throughout the analysis to present these beliefs respectfully, as
genuine and meaningful cultural practices, rather than as irrational behaviour. This is important given that the
researcher is writing about a cultural tradition from an academic distance, and it is intended to ensure that the study
contributes positively to the field of Chinese Studies rather than reinforcing stereotypes.

3.8 Limitations of the Methodology

As with any documentary study, this research has certain methodological limitations. First, because the
study relies on secondary sources, its conclusions are only as strong as the original studies it draws upon; any
weaknesses in the original data, such as small sample sizes noted in some of the earlier real estate and license plate
studies, are carried over into the present study. Second, the purposive sampling technique, while appropriate for the
research questions, means that the sources reviewed are not a fully exhaustive or randomly selected sample of all
literature on the topic, so it is possible that some relevant studies were not identified during the search process.
Third, most of the strongest empirical evidence available relates to Hong Kong and mainland Chinese markets,
meaning that the findings may be less transferable to smaller or less-studied Chinese-speaking communities.

A fourth limitation relates to language. Because the researcher conducted the search and analysis primarily
in English, some relevant sources published only in Chinese-language academic journals may not have been
captured in the final sample. This is a common limitation in documentary studies of non-English-speaking cultural
contexts and is noted here in the interest of transparency, rather than as a flaw that invalidates the overall findings.

Despite these limitations, the methodology remains appropriate for the exploratory and interpretive aims of
this study. The use of a structured documentary analysis guide, a clear sampling procedure, and a recognised
thematic analysis process helps to reduce, though not entirely eliminate, the effect of these limitations on the overall
credibility of the findings.

3.9 Summary of the Chapter

This chapter has described the methodology used to carry out the present study. A qualitative, exploratory,
documentary research design was adopted, supported by a structured documentary analysis guide as the main data
collection instrument. The population of the study was defined as the body of scholarly and documentary literature
on Chinese numerology and decision-making published mainly between 2018 and 2026, from which a purposive
sample of sources was drawn using clear inclusion and exclusion criteria. Data were analysed using a six-phase
thematic analysis process, and the trustworthiness of the study was addressed through the criteria of credibility,
transferability, dependability, and confirmability. Ethical considerations relating to secondary data use, referencing,
and accurate representation of findings were also discussed, along with the key limitations of the chosen
methodology. The next chapter presents the findings that emerged from the application of this methodology.

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