Research Methodology and Dissertation Proposal

The assignment outlines a 10-week plan for completing a research project, including topic selection, literature review, methodological approach, data collection, and analysis. The document also mentions preparing a questionnaire, recording research, and drawing conclusions.

DISSERTATION
PROPOSAL

Table of Contents
PROPOSAL...............................................................................................................................1
Background of the study........................................................................................................1
Aim and objectives................................................................................................................1
Research questions................................................................................................................2
Rationale of the study............................................................................................................2
Literature Review..................................................................................................................3
Research methodology .........................................................................................................5
Research plan and procedure.................................................................................................6
REFERENCES...........................................................................................................................9

PROPOSAL
Background of the study
Marketing is the strategic process of exchanging goods and creating value for consumers
(Keegan and Green, 2015). Marketing is the tool through which companies create value for
customers and develop strong bonding with potential buyers. It is management process through
which entities can identify, anticipate and satisfy needs of customers and can make them positive
towards brand (Ivanov and et. al., 2015). Marketing is the way that can increase overall brand
awareness of the company and can influence mind of potential buyers (Nowak and et. al., 2015).
In the modern competitive environment companies are putting their best efforts so that clients
can sustain in the market for longer duration. In addition to this, it can be said that companies are
focused towards marketing in order to have better promotion of products and services. Along
with this, communication with customers is also being advanced through using advertisements.
However, businesses are trying to advance customer base through using effective marketing
strategies. Organizations are trying to understand market and consumers needs and accordingly
company provides products to end users. Businesses are focused towards development of
products and services which can assist in meeting the customer needs. It allows to have long
term sustainability for the business. On other hand through marketing companies make people
aware with the products and attract them towards the brand. It helps in attracting more people
towards the brand and increasing their satisfaction level towards the products of the organization
(Ivanov and et. al, 2015). Marketing tactics are those strategies that are used by entities for
promoting goods so that sales volume of entity can be increased. Customers are essential part of
the entity, every firm tries to meet with requirement of the clients so that company can retain
them in the corporation for longer duration (Keegan and Green, 2015). The main objective of
corporations of using marketing tactics is that to utilize financial resources effectively and
maximize overall performance of business. There is strong relationship between marketing
strategies and business growth (Lee, Kuo and Muhos, 2015). Companies those which are using
effective strategies are able to gain attention of potential customers. Marketing helps companies
in making clients loyal towards the brand and retaining them in organization for longer duration
(Keegan and Green, 2015). That assist in increasing sales revenues of the organization and
making people loyal towards the organization.
Present study is based on the Movenpick Hotel Doha Qatar. It is 4-start hotel, marketing
strategies of cited firm will be analysed in this study. By having an application of marketing
tactics the company is attaining better outcomes in terms of growth. Brand image of Movenpick
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Hotel Doha Qatar is also being also being improved (Keegan and Green, 2015). The main aim of
current dissertation is to analyse impact of marketing tactics over business performance. Report
will discuss the concept of marketing tactics and its importance to the organization. Furthermore,
study will identify relationship between these marketing tactics and business growth. Companies
are facing huge competition and marketing is the only way through which entities can sustain in
the market for longer duration. This research will help in making effective strategies through
which Movenpick Hotel Doha Qatar can enhance their performance, which is the main objective
of conducting this study. Hospitality industry is facing huge competition and travellers are
moving towards other brands frequently. Thus this hotel will be chosen by researcher to identify
potential of the business. Sales of the Movenpick Hotel Doha Qatar is decreasing since lomng
time that creats pressure on the hotel. It is essential for the entity that to use some effective
marketing strategies that can attract more consumers towards the brand. This investigation will
add working of hospitality industry and impact of marketing on their overall performance.
Aim and objectives
Aim
“To analyse impact of marketing tactics over business performance: A study on Movenpick hotel
Doha Qatar.
Objectives
 To understand the concept of social media marketing tactics and its importance to the
business.
 To identify reasons that are responsible for decreasing sales of Movenpick hotel Doha
Qatar.
 To identify impact of social media marketing tactics over business performance of
Movenpick hotel Doha Qatar.
 To analyse the relationship between social media marketing tactics and business growth.
 To suggest ways through which Movenpick hotel Doha Qatar can use marketing tactics
effectively and can enhance its performance.
Research questions
 What is the conceptual framework of social media marketing and why it is important to
business.
 How social media marketing tactics impact on business performance of Movenpick hotel
Doha Qatar?
 What is the relationship between social media marketing and business growth?
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Rationale of the study
The main reason of selecting this topic is that hospitality industry all over the world is
facing huge competition. Travellers look upon the services of hotels before going there.
Marketing is the process that helps in attracting more people towards the brand (Keegan and
Green, 2015). Rationale of this subject is to develop better understanding about sustainable
marketing tactics and business performance. This will support the organization in identifying
loop fall in current system and making effective modifications to improve overall performance of
the entity.
Sales of the Movenpick hotel Doha Qatar is decreasing since long time that creates
pressure on the entity. With the help of this investigation scholar will be able to identify issues in
the business and will be able to provide solution to increase its sales volume. Consumers are
turning towards other brand frequently that is creating trouble for the hotel thus, this study will
be beneficial for the organization in identifying impact of marketing on business performance
(Keegan and Green, 2015).
Literature Review
Concept of social marketing tactics and its importance to the business
Conceptual framework of social media marketing
According to Lee, Kuo and Muhos, (2015) social media marketing is the part of
marketing tactics that helps in effective utilization of social networking sites in order to promote
the brand. In the modern era people uses these sites frequently. Through these tool companies are
able to communicate with the consumers directly and can get to know their needs. Shankar & et.
al., (2011) has argued that social networking marketing is the business strategy that assists
business units in interacting with the target market over internet. Facebook, Twitter, Instagram
are major popular websites that helps in making good coordination with consumers. It supports
in attracting them towards the brand and making them loyal towards the entity.
As per the view of Hong-sheng, (2009) marketing tactics are effective strategic methods
which helps in promoting the products and services to the end users. The main aim of using
marketing tactics are to enhance sales volume of the organization (Lee, Kuo and Muhos, 2015).
Social media marketing tactics are effective enough that assist in accomplishing goal of the
organization. If companies use them in appropriate manner then it can support in attracting more
consumers towards the brand. Social media marketing is the great marketing tactic which
creates unique image in the mind of clients and help in enhancing communication with them.
According to Powell and Tapp, (2009) marketing tactics is the beneficial tool that supports in
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sustaining the customers in the organization for longer duration. With the help of this tool
companies can attract more consumers towards hotel and can raise their business revenues.
Social media marketing is the ways that assists in promoting the brand and creating positive
image in the mind of consumers.
Shankar & et. al., (2011) have argued that marketing tactics are considered as strategic
tool that aids in making coordination with mass audience. Marketing is the process in which
companies takes support of social media marketing, promotion campaign, TV advertisement etc.
so that management can give necessary detail to target customers. Hong-sheng, (2009) has stated
that marketing not only helps in increasing sales volume of the entities but also it improves brand
image of the organization too. In the modern corporate world there are many firms those which
are offering same quality products to consumers. In this situation it has become very difficult for
the entities to sustain in the market for longer duration. Thus, effective marketing tactics the tool
that can create unique image of the brand in front of customers and can make them loyal towards
the organization. On other hand Larson, (2012) has argued that social media marketing spread
image of the company frequently, if firm is using improper social media techniques then it can
harm its brand images. There are many people those who do not use social media frequently.
Company has to adopt such methods of marketing through which it can attract mas audience.
As per the view of Lee, Kuo and Muhos, (2015) marketing tactics are methods which are
used to promote goods and services of the organization. Main aim of marketing tactics are to
enhance sales volume and profit of entities. On other hand Shankar and et. al., (2011) have
argued that marketing tactics are set principles that supports corporations in making people
aware with the brand and attracting them towards the products of the organization. From the
review it can be said that marketing tactics are essential part of entities that assists in increasing
overall business performance and creating unique brand image of company.
According to Hussain Siddiqui, (2016) marketing is the tool that directly impacts on the
financial performance of the organization. These tactics creates positive image in the mind of
consumers and customers buy products of the company frequently. It supports in increasing sales
volume of the firm. Increasing sales figures enhances profit of the corporation. Researchers has
said that marketing impacts positively on business performance and helps in gaining competitive
advantage to the organization. On other hand Keegan and Green, (2015) has argued that
marketing tactics impacts negative on the business performance. Social media marketing
strategies are not effective when company plan to attract mass audience. There are many people
those who do not use social networking sites frequently. Now-a-days young generation use this
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technique but old people do not use social sites that much frequently. If hotel wants to attract
them also then it needs to adopt any other marketing strategies for the same. Marketing creates
the situation in which customers can give negative review to others as well. By this way overall
image of the company get down. If one person is not satisfied with the products and services
then individual can give negative review on its website. This reflects in ranking thus other people
get influenced by this ranking because they also think that services of the organization are not
good. On other hand if reviews are good then people like to experience these services. That
impacts negative on the business performance of the corporation to great extent.
As per the view of Larson, (2012) marketing tactics make people aware with the brand
and attract more people towards the brand. That helps in gaining competitive advantage. Author
has stated that performance of the company much more depended upon the number of customers.
Organization has mass good number of data base of its potential clients then it will help in
Constance performance. On other hand entity does not have good data base then it will be failed
to perform well. Data base can be increased by using marketing tactics effectively. Nowak and
et. al., (2015) has argued that financial performance of the company depends upon quality of
products. Organization is offering quality goods at affordable prices then marketing helps in
making people satisfied. By this way consumers buy the products of the organization frequently
that improves performance of the company. Social media marketing does not impact so much on
the business growth. In case entity is promoting its brand but having low quality products then
people will not take much interest in such type of products. People can read reviews of public
about its products and services and they can make their mind whether to buy its services or not.
If comments are not positive them customers do not take interest in the organization.
As per the view of Roberts, (2014) current era is highly competitive and hospitality
industry is facing high competition now-a-days. Every small and big entities are using marketing
tactics in order to promote their products across the world. Author has stated that social media
marketing is the best method that is used by most of the corporation. With the help of this tool
companies are trying to develop relationship with domestic and international clients. Marketing
tactics helps in attracting them towards the brand. That increases sales volume of the firms and
helps in the growth of organization. Researcher has said that there is strong relationship between
marketing strategies and business growth.
Ivanov and et. al., (2015) has argued that marketing helps in making people aware with
the brand but satisfaction level increases when company provides quality products to their
consumers. There are many hotels which are having brand name but customers have to wait a lot
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to get services. That decreases their satisfaction level. It is essential for the corporations that to
provide quality products to people with the effective marketing strategies. Combination of both
these things can help in business growth (Keegan and Green, 2015).
Research methodology
A systematic plan of conducting research on particular subject matter is known as
research methodology. Main objective of using methodology is to gather in-depth information
about the topic and get optimistic outcome (Åkerlind, 2012). Research philosophy: In the present dissertation researcher will take support of
interpretivism philosophy. As philosophy pays more attention on the subjective part and
involves various theories so that better understanding can be developed about the topic.
Present study is on the impact of marketing tactics on business performance. Current
topic is the wide and burning topic thus it is necessary for the scholar to involves various
models in this part so that effective data on the subject matter can be gathered (Bryman
and Bell, 2015). This method will be most suitable for the present research topic because
that would help in giving realistic detail. With the help of interperpretivism philosophy
individual will be able to attain desired outcome. Research approach: this is another method of research methodology. In the current
investigation scholar will use the inductive approach (Creswell, 2013). That would help
in conducting the study from general to specific way. Involvement of theory and models
will support in reaching to the final results and drawing valid conclusion. Data collection: this is another part of research methodology in which scholar has to
select best method to collect relevant information about the topic. In the present study on
impact of marketing tactics on the business performance researcher will take support of
primary and secondary data collection (Åkerlind, 2012). Scholar will use qualitative
method for the present research topic. In the primary sources individual will use
questionnaire techniques. This questionnaire will be suitable method for the researcher
because by this way scholar will be able to collect information know impact of marketing
tactics on the hospitality industry. Investigator will ask questions with 20 managers of
Movenpick Hotel Doha Qatar. Managers are the suitable participants and company can
give good information about marketing strategies of companies and its impact on
business performance. It is qualitative study thus; questionnaire will help in gathering in-
depth detail about the marketing tactics of organization. That is the most suitable tool
through which investigator will be able to examine the real impact of marketing tactics on
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the business performance of Movenpick hotel Doha Qatar. Apart from this, scholar will
take support of books, journals, internet articles in order to collect in-depth information
about the topic. Both primary and secondary sources of data collection will help the
researcher in conducting the dissertation in effective manner (Bryman and Bell, 2015).
Questionnaire is the effective way that can be beneficial in knowing actual issues in the
workplace. By asking questions with respondent researcher will get to know issue in the
Movenpick Hotel Doha Qatar and individual will find ways to resolve it. By using the
questionnaire technique scholar will be able to know gather in-depth information about
the business performance. Manages can give deal about impact of social media marketing
on business revenues, consequences that firm has faced while using social networking
sites and how they get benefits with this marketing tactic. Managers are the right person
who can give accurate information about the company's performance. Sampling: This technique is considered as one of the essential part of dissertation. That
purpose of the study is to identify impact of marketing tactics on business performance.
It is qualitative type of research thus, using questionnaire would be effective technique
for scholar. That will assist in gathering relevant information about the topic. In the
present investigation scholar will take support of random sampling technique. Individual
will ask questions with the 20 managers of Movenpick hotel Doha Qatar. Researcher will
take permission from the higher authorities of the hotel and will send them questionnaire
after getting permission.. By this way authentic details will be gathered by the scholar
that would help in getting optimistic results (Hussain Siddiqui, 2016). Data analysis: researcher will use the thematic analysis techniques for data analysis. This
tool would the qualitative study thus, individual will use the graphs and charts in order to
present the data in effective manner. That would be most suitable tool for the data
analysis on present research topic of impact of marketing tactics on the business
performance (Åkerlind, 2012). With the help of this technique individual will be able to
get optimistic final results.
 Ethical consideration: Researcher will follow the ethics properly. Individual will send
ethical form to respondents in order to get their positive concern. Apart from this
investigator will not copy and paste the material from any website. Individual will
understand the meaning of information and will convert this to own language. That would
help in avoiding the plagiarism issue sin the dissertation (Creswell, 2013).
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Research plan and procedure
Activities 1th
Week
2nd
Week
3rd
Week
4th
Week
5th
Week
6th
Week
7th
Week
8th
Week
9th
Week
10th
Week
Research topic
selection and
framing of
aims and
objectives
Literature
Review
Selection of
appropriate
research
methodology
Completion of
dissertation
proposal
Preparation of
questionnaire
for collection
of data
Recording
research and
carrying out
the same
Analysis of
data by using
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graphs and
charts
Discussion
and conclusion
Edition and
final
submission of
dissertation
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REFERENCES
Books and Journals
Åkerlind, G. S., 2012. Variation and commonality in phenomenographic research methods.
Higher Education Research & Development, 31(1), pp.115-127.
Bryman, A. and Bell, E., 2015. Business research methods. Oxford University Press, USA.
Creswell, J. W., 2013. Research design: Qualitative, quantitative, and mixed methods
approaches. Sage publications.
Hong-sheng, G. U. O., 2009. On Lateral Marketing of Geographical Indication Agricultural
Brand [J]. Commercial Research. 1. pp.052.
Hussain, K. and Siddiqui, K., 2016. Dynamics of Intergenerational Influences on Brand
Preferences in Pakistan:(Brand-in-Mind VS Brand-in-Hand).Journal of Marketing
Management and Consumer Behavior. 1(3).
Ivanov, V. G. and et. al., 2015. Regional Experience of Students' Innovative and Entrepreneurial
Competence Forming. Review of European Studies. 7(1). pp.35.
Keegan, W. J. and Green, M. C., 2015. Global Marketing. Boston: Pearson.
Larson, R. A., 2012. Introduction to floriculture. Elsevier.
Lee, T. R., Kuo, Y. H. and Muhos, M., 2015. Applying interpretive structural modeling to the
planning of a sequence of marketing strategies: A case study of the architectural tourism in
Taiwan. Asia Pacific Journal of Tourism Research. 20(10). pp.1132-1150.
Nowak, G. J. and et. al., 2015. Addressing vaccine hesitancy: the potential value of commercial
and social marketing principles and practices. Vaccine. 33(34). pp.4204-4211.
Powell, J. E. and Tapp, A. J., 2009. The use of social marketing to influence the development of
problem gambling in the UK: Implications for public health. International journal of
mental health and addiction. 7(1). pp.3-11.
Roberts, R. E., 2014. Introduction to International Marketing; Case study 1: Using social
networking tools for internaitonal marketing. Wiley.
Shamma, H. and Hassan, S., 2013. Customer-driven benchmarking: A strategic approach toward
a sustainable marketing performance. Benchmarking: An International Journal. 20(3).
pp.377-395.
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Shankar, V. and et. al., 2011. Innovations in shopper marketing: current insights and future
research issues. Journal of Retailing. 87. pp.S29-S42.
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