Analysis of the Role of YouTube in Organisational Marketing Strategies

AN ANALYSIS OF THE ROLE OF SOCIAL MEDIA
PLATFORM; YOUTUBE IN FACILITATING
ORGANISATIONAL MARKETING STRATEGIES
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Table of Contents
SECTION 3: Method & Methodology.......................................................................................3
3.0 Introduction......................................................................................................................3
3.1 Research outline...............................................................................................................3
3.2 Research paradigm...........................................................................................................4
3.2.1 Research Philosophy (Interpretivism research philosophy)......................................4
3.2.2 Research approach (Inductive research approach)....................................................5
3.2.3 Research Design (Exploratory research design)........................................................6
3.3 Data source (Secondary data)...........................................................................................7
3.4 Data collection method (Secondary data collection)........................................................8
3.5 Data analysis technique (Secondary thematic data analysis)...........................................9
3.6 Ethical considerations.....................................................................................................11
3.7 Research Limitations......................................................................................................12
3.8 Research timeline...........................................................................................................13
3.9 Summary.........................................................................................................................13
Reference list............................................................................................................................14
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SECTION 3: Method & Methodology
3.0 Introduction
Selecting research methodology is an important part of the research project as it helps to get
trustworthy research outcome. It is the responsibility of researchers to evaluate all kinds of
methods and select the appropriate one for conducting research as per requirement.
Evaluation of different methods allows researchers to develop a clear understanding of the
best way to determine solutions of identified issues related to the research topic. This chapter
of dissertation is focusing on research paradigms including discussion on research design,
research philosophy, and research approach. This chapter is also concerned with different
data collection method that can help the researcher to conduct the research and gain desired
objectives. The appropriate method of data collection and data analysis have been that has
been considered in this case, have been mentioned. Moreover, a proper timeline of research
and different ethical considerations are also discussed in this chapter of dissertation. Ethical
consideration can help the researcher to eliminate any sort of legal complications during
conducting this research.
3.1 Research outline
Research outline is system of forming a framework that can help to conduct the research by
following a proper methodology. As opined by Saunders et al. (2018), framing a proper
research outline helps a researcher to gain desired objectives in a proper way. Moreover, flow
of research can be maintained by the help of research outline. It is a preliminary action that
needs to be performed at the beginning of research methodology. This can help both
researchers and readers to gain a proper understanding regarding the methodology that has
been adopted to perform research. A proper research outline has various advantages while
performing a study. This step of methodology gives an idea about the way that researcher is
following to achieve the aim and objectives. Moreover, Arantes do Amaral et al. (2018)
argued that research outline helps to set goals that need to be achieved while performing
research. In addition, organization of the research work can be done in a proper way through
the help of this process. Appropriate designing of research outline helps to complete the
process of data collection and analysis in the given time (Thomann and Maggetti, 2017).
Research outline for this study is given below:
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Methodology Outline
Philosophy Interpretivism
Approach Inductive
Design Exploratory
Sampling technique Secondary
Data analysis Thematic
Table 3.1: Research outline of this study
3.2 Research paradigm
Different approach to research can be discussed in this section of methodology. Paradigm is a
Greek word, which means pattern. Hence, this section can help to set a pattern of research by
selecting different methods and models. As opined by Gehman et al. (2017), research
paradigm is considered as a set of beliefs and values regarding subject matter and population
upon which research will be conducted. Proper choice of paradigm helps to fulfill all the
criteria of research and objective can be gained successfully. Under this section, research
approach, design and philosophy have discussed that help to lay a path of conducting a study.
3.2.1 Research Philosophy (Interpretivism research philosophy)
This part of methodology deals with source and development of knowledge about the subject
area. As stated by Kumar (2019), research methodology can be said as a belief regarding
different ways that can help to collect and analyze data about a phenomenon. In research
onion, philosophy is placed in the outer layer that denotes it is the first criteria that needs to
be fulfilled by the researcher. In business research, it is essential to discuss regarding
philosophy that helps to show depth of the study. There are different types of research
philosophy that includes positivism, interpretivism, and pragmatism. In pragmatism research
philosophy, concepts of a study are accepted as relevant, if they support actions. As per
ideology of pragmatics, research questions are considered as the most essential determinant
of a philosophy. If pragmatism is adopted in a study then multiple research methods can be
applied like qualitative and quantitative. On another hand, positivism research philosophy is
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