CHAPTER THREE
RESEARCH METHODOLOGY
The researched study used descriptive form of research that is first hand and based on the actual observations by researcher (1994 p. 221), qualitative and quantitative data will be taken to ensure that the analysis will be well covered. The primary research instrument will use questionnaires given to the selected respondents. The secondary data are from articles and journals tackling advertising theories, web marketing and buzz marketing techniques. The descriptive method are then reflected through case study examples that is gathered by review of related studies from various academic journals and that through such case study findings within its critical evaluation analysis will provide valid information regarding such marketing ways and principles within the world wide web respectively. The study determined factors that resulted to certain profound and positive outcomes effects signaling good channels for advertisements and marketing approaches geared online – something that internet, the world wide web takes power and control as there indicates the dependent variable which involves web preferences within the process of using such buzz marketing methods while the independent variables are the attributes of respondents like age, sex and position and other important details.
These are rather personal and given without relation to the product in question and that, there should be intervening variables such as marketing mix and position principles to the advertising style being used in using the internet as the main medium for such operations, the diagram below shows the flow:
Research Design
This study will identify factors that made the internet shift its advertising and marketing ways and employing the use of case study analysis to fully view the factors that have part in making the World Wide Web function into buzz marketing approaches. For example, the conduction of case analysis of particular company to be able to evaluate its standing and be able to see if there can arrive at useful conclusion as the strategists then. Research concerning the needs and internet views of potential customers can possibly be valuable source of information for qualitative forecasting. Information as to product and service advantages and disadvantages as well as possible modifications should be constantly monitored. In addition, this approach can be used to compare the web site’s offerings with that of the many competitors (2002 p. 786).
Time series methods are statistical techniques that make use of historical data accumulated over a period of time. Time series methods assume that what has occurred in the past will continue to occur in the future. Time series methods include moving averages, exponential smoothing, and linear trend lines. They are among the most popular methods used for short-range forecasting.
Causal models are another type of quantitative forecasting methods. These are also known as associative models. The forecaster attempts to use another independent variable with which demand, the dependent variable, has shown a strong past relationship (2002 p. 792). This model offer leading indicators of future trends.
Primary and secondary data has been utilized in n this research study. Primary data may consist of the data gathered which would be about the world wide web figures within its advertising and marketing advent as to while secondary date may be about its updated set of figures as it employed various marketing approaches using the internet as a medium of operation to explain the relevance as well as its effectiveness to the continuous success internet web applications and processes within the society as the data gathered came from accepted studies and reviews being gathered upon on case analysis and by the use of questionnaire.
Primary data will be consisted the answers to the questionnaires of the samples while secondary data will be consisted the research done by the researcher including interviews held to compile pertinent information about the problem of the study. Quantitative and qualitative data will be analyzed. Quantitative will be sourced to the primary data gathered and will be undergone into compilation, frequencies, percentages and determination of relationships under the SPAS program. Qualitative data came from the open-ended questions in the questionnaire that will reflect the personal opinions of respondents not included in the selection. This data will be significant when quantitative data is discovered to have deviations from hypothesized variables data gathered should be categorized accordingly to when they occurred and to which reorganization efforts they belong to. Also, the data gathered about the problems and factors causing the change should also be grouped together accordingly. When accomplished well, this can pivot the movement for further research about the research substance and its relevance. The data gathered will be tallied by the researcher and will be encoded in the computer and hard copy will be printed to ensure that files are kept including the questionnaire responses of the sample. Frequencies will be computed into percentages and will be presented through graphs, tables and textual arrangements. The latter will clarify the graphs and tables. Data will undergo such statistical interpretation that has to be backed up with appropriate knowledge organization and discussions in determining causal relationships of the variables. Such data will form the heart of the findings of the study and will indicate the applicability of the research. The questionnaire procedure must be explained to the participants as reassurances must be made to them like their answers will be taken in anonymously and that their answers will remain between the participant and the interviewer. Also, questions that they think might not be appropriate for them to answer can be left out if they chose to. All of the activities during the interview will be of free will and their identity and their answers will be shrouded in secrecy.
The research process of the study can be best illustrated with the use of the ‘Research Process Onion’. The Onion refers that in order to come to the central issue of how to collect the data needed to answer ones research questions, there are important layers of the onion that need to be peeled away: the first layer raises the question of the research philosophy to adopt, the second considers the subject of research approach that flows from the research philosophy, the third examines the research strategy most applicable, the fourth layer refers to the time horizon a researcher applies to his research, and the fifth layer is the data collection methods to be used. (Saunders et al., 2003 p. 362). Figure one shows how the researcher conceptualized the research approach to be applied for the study in order to come up with the pertinent data needed to answer the research questions and arrived at the fulfillment of research objectives.
Figure One: Research Process Onion
Case study is defined as strategy for doing research that involves an empirical investigation of a particular contemporary phenomenon within its real life context with the utilization of various sources of evidence and that one has the considerable ability to generate answers where data collection methods applicable with such approach include questionnaires, interviews, observation and documentary analysis (Robson, 2002 p. 532; Saunders et al, 2003 p. 628). Furthermore, case studies are usually based on interviews conducted over short time (Saunders et al., 2003). Finally, the last layer of the research process onion is the data collection of the study. The questionnaire is designed and created in order to empirically find out certain relevant information and evidences regarding buzz marketing strategies within the world wide web usage, the questionnaire are administered to group of respondents to complete and realize the purpose of questionnaire as there will have to investigate how advertising and marketing on the internet basis will have impact to web operation practices being set forth as to whatsoever results the case study and questionnaire will be giving respectively.
The association between market and cost efficiency scores were finally examined using rank correlation coefficients the rank correlations within each cluster gave positive association between web market and cost efficiencies (cluster I = 0.40, cluster 2 = 0.23, cluster 3 = 0.35, cluster 4 = 0.62, cluster 5 = 0.60, cluster 6 = 0.28). The rank correlations for web site efficiencies within each cluster were as follows (cluster 1 = 0.40, cluster 2 = 0.40, cluster 3 = 0.39, cluster 4 = 0.58, cluster 5 = 0.67, cluster 6 = 0.32). These results indicate the relatively high concordance between the ranks obtained in clusters 4 and 5 for both efficiencies while for the remaining clusters the ranks have not been very similar. The diversity between market and cost efficiency results indicate the importance of studying world wide web efficiency from different perspectives as it yield information regarding strengths and weaknesses of advertising as well as marketing online that concerns innovative sales of web products while the cost efficiency situation considers added output to having marketing transactions occurring in the internet.
Statistical analysis has shown that there are statistically significant differences between the returns to scale of each cluster on both market and cost efficiency assessments which reinforces the proposed methodology for clustering the network of bogs and sites. Thus, the characteristics indicate that the cost efficiency of online markets and advertising manner can be attributed to the cost of web quality that is expected in order to meet better internet service expectations of the end-users.
Timetable
Activity
Month
Aug
Sep
Oct
Nov
Search for Related Literature
Selection of the Topic
Definition of the Problem
Development of the Objectives
Selection of Methodology
Check the availability of resources
Verify the accessibility of the resources
Write the draft of the proposal
Prepare interview schedule
Secure adviser’s approval
Do the needed revisions
Test research tool validity
Select the study sample
Conduct research proper
Administer research tools
Do the assessment techniques
Gather and analyze results
Do the necessary data presentation
Interpret findings
Preparation of the final report
Formulation of conclusions and recommendations
Preparation of the table of content, appendices
Editing and Final Formatting
Printing
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