Research Methodology

CHAPTER 3: RESEARCH METHODOLOGY
3.1 Introduction
Mentioned chapter represents the research methodology which is implemented and
adopted during the time of conducting the studies so that objective of the case study and
question related to it can be achieved. solved. The section contains details related to all the
methods, research designplan, issues and limitations in the studies. Further, all the necessary
aspects which are mentioned in the case study are discussed here. Hence, all the
seclectedselected tools and techniques will provide high level of assistance in assessing the
manner in which SME’s can develop themselves as brand in the international market.The
scope is based on the different SME which are present in different countries.
3.2 Research Approach
Approaches of the research imply manner in It is the approach through which research
study is conducted, performed and evaluated in a prominent way. more efficacious and
effective manner. By adopting the effective techniques, decision and methods can be
associated with the case study. Moreover, it will help in conducting research in an appropriate
manner and contributes in the attainment of goals as well as objectives. accessing the
question and objective of the case study. Investigation method and type support in reducing
the chances of faults in the findings, research and supports in carrying out of the
methodological analysis being selected. There are two ways through which a research is
conducted these are inductive and deductive, for the current thesis indica inductive approach
has been made (Taylor, Bogdan and DeVault, 2015). The approach will initially based on the
general content then focus on the specific part will be there. In other words, it can be stated
that, under inductive approach, scholar starts with the observation and lays emphasis on the
development of new theoretical framework through evaluating pattern or tentative
hypothesis. In contrast, the other approach was based on the new theory or pattern which
needs to be evaluated.
The entire focus of this dissertation is given on the ways in which SME's can improve
presence in international market. Further, ways are identified through which they can develop
themselves as a brand in the international market.Inductive approach is beneficial for the
concerned research issue this title as it is the commonly discussed topic, but depth knowledge
and guidance can be evaluated from the current research project. Analysis on the international
market branding can be specifically outlined through the inductive approach while deductive
will require new themes or pattern to elaborate the issue.topic. There are various advantages

of this research as through this researcher has developed the transferable interpersonal skills.
Personal experience and unconventional topics can be mentioned in the report.
3.3 Research Philosophy
It is the form of belief in which various ways are used to gather information, utilize
the data and make an analysis on them. Philosophy is based on the scientific viewpoints. True
aspects of known values and belief are evaluated here. Generally, positivist and anti-positivist
are two philosophies which are identified. The former one state that reality is stable and
shown through objective perspective without understanding the phenomena (Mackey and
Gass, 2015). However, anti-positivism or interpretivist is the belief of multiple fixed realities
which are true in terms of scientific knowledge.
Philosophies of the research can be divided into two parts such as interpretivism and
positivism (Mackey and Gass, 2015). Both such philosophies are highly influences from the
type or nature of the study selected. Interpretivism philosophy is suitable when type of
research is qualitative because in this by interpreting qualitative aspects solution is presented
by the researcher. On the other side, under positivism philosophy, scholar makes assessment
of quantitative facts and figures and thereby presents solution of the issue. Usually, scholars
consider such method when solution of the issue is based on quantitative aspects.
For the current study, the philosophy used is interpretivism philosophy has been
used. The rationale behind the selection of such philosophy is that as it provides high level of
assistance in doing qualitative study in an appropriate manner. Hence, as per such
philosophy, by interpreting aspects scholar has presented the way through which small sized
business units can develop and improve its image in the international market. and positivism
both are used. The main reason for choosing it was as the researcher have to address brand at
the international market and relate it with SME's. Besides this, the other philosophy was not
used because as it based on the quantitative nature and is a way to uncover the truth related to
the topic.
3.4 Research Design
For achieving the aims and objectives of the study,research, through determining the
nature, the blueprint is required in the study. Design factor is chosen to maintain and increase
the reliability as well as the credibility of the research. Research Ddesigns showcasedesigns
showcase the study type, problems, hypothetical questions, variables and many more things
(Bryman and Bell, 2015). There are various ways of it such as descriptive, experimental and
meta-analytic. In descriptive the topic is defined in depth, experimental is based on new ideas

and thoughts while statistical data is used meta-analytic where multiple studies and their
result to make research effective.
In the following research, exploratory xperimental and descriptive design are used to
complete the research. Meetings, interviews, naturalistic observation and surveys
implemented in the study. As there was no use of the previous data therefore meta-analytic
design was not used.
3.5 Research Methods
It details about the tools and techniques which are used to conduct the research. Along
with this it also reflects its nature which is employed for conducting the research.
Additionally, type helps to carry out research in more effective manner. There are two types
of methods by which research are conducted these are qualitative and quantitative. The
starting one is used when numeric values are not mentioned (Odoom et al., 2017). Further,
the other method is used when numeric values are present. Beside this analyzing data are
employed to complete the thesis.
For the present study, as interview was conducted so data and information related to
the numeric form is not available. Due to this reason qualitative nature is adopted. Another
reason for choosing the research approach was that it underlies on reason, opinions and
motivations. Along with this, to complete the research and analyze the data themes related to
the topic were made. Additionally, the respondent response was collected through different
methods. This were the main reason for choosing the research method as qualitative. Bryman
and Bell (2015), said that the best data collection methods used under the qualitative research
is the process carried out through interview. Thus, by organizing semi-structured interview
data set has been gathered by the researcher. Through, asking questions from managers of
SME pertaining brand building and improvement in the context of international market
primary data has been collected.
3.6 Data Collection Method
Data collection methods are considered an important part of the research project as it
presents showcases the ways by which data are collected from different journals, books,
articles, interviews, surveys and observation. Along with this, it aid to identify the answers to
the research questions in more depth. If inaccurate data collection methods are used then the
research will have invalid results. There are two ways by which a researcher can gather data
(Bryman and Bell, 2015). These are primary and secondary data collection methods. In the
primary data collection methods depth-interviews, survey, observational methods, and
questionnaire are developed. Along with this number of respondent and places is also chosen