Research Methodology For Mobile Phone Ads
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Added on 2020-01-07
Research Methodology For Mobile Phone Ads
Added on 2020-01-07
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METHODOLOGYSmartphone Advertising: The Impact on Fashion Purchase Decision Making in Chiang Mai, Thailand1
CHAPTER 3 RESEARCH METHODOLOGYResearch Methodology is the systematic and theoretical analysis of the methods that areapplied in the field of research study. The section plays imperative role in the research study as itcomprises theoretical analysis of all the methods and principles that are associated with the branchof knowledge (Budgell, 2008). Researchers organize their research by formulating and defining aresearch problem and this further aids them to focus on research process. Such efforts aid them todraw valid and suitable conclusion that reflects the real problems based on the research topic. In aresearch study, it is imperative to choose a research method because that assists in reaching towardsthe aims and objectives. Apart from this time, money, feasibility and ethics are some of theexamples of issues constraining the research. Research methodology gives suitable background tothe study and this also gives brief idea about all the applied tools and techniques (Levy andLemeshow, 2013). 1.1 Research philosophyResearch philosophy defines the scope of the research which also assist the researcher toemphasize on knowledgeable aspects for completing the study in prominent manner. The main aimof using research philosophy is to construct suitable background for the study so that determinedaims and objectives can be achieved (Salkind, 2010). Research philosophy can be categorized intotwo types such as Positivism and Interpretivism and in the present research study, researcher hasused Positivism paradigm. It has been selected as it is dependent on quantifiable observation whichis associated with statistical analysis. Positivism paradigm focuses on holistic approach in which different research aspects areviewed on the basis of observations. Positivism paradigm is also selected because researcher aimsto accentuate on relevant facts and materials (Sapsford and Jupp, 2006). The paradigm also relies onQualitative data; thus in the study appropriate structure is being followed. Another important reasonfor which Positivism is being selected is involvement in scientific dimensions which further can bemeasured. The purpose of Positivism is to retain all the observed aspects. It is also represents theutility of scientific methods in the research study and along with that it focuses on academic culture.On the other hand, Interpretivism researcher philosophy emphasize that only through thesubject interpretation of and intervention in reality can that reality be fully understood (Scruggs andMastropieri, 2006). However, the study of phenomena in their natural environment is key tointerpretivist philosophy. Further, the position of interpretivism in relation to ontology andepistemology is that interpretivist believe the reality in multiple and relative. 2
1.2 Research designResearch design is essential to apply in the research work as it assists the investigator toconduct the entire study in appropriate and systematic structure (Sreedharan, 2007). Researchdesign is concerned with research questions; therefore, this has been included in the study. It can besplit into diverse categories such as Exploratory, Descriptive, Experimental, Casual and Case Study.Among all the techniques, researcher has taken Descriptive design and under that survey has beenconducted. This helped the researcher to carry out the entire research study in prominent manner.Most of the researchers said that descriptive design is innovative as it allows the researcher to grabdata in unique manner through diverse sources. On the contrary, the design has major weakness thatis lack of confidentiality (Stake, 2005). Research subjects are often regarded as vague especiallywhen they are not associated with the research facets. It also determines further area of study; hencewith the use of descriptive design valid conclusion can be produced. However, the design is alsoused so as to evaluate the data on the basis of Quantitative method. Under exploratory research design, investigator aims at assessing a vague problem isselected and understood and is then followed by an exploratory research to find a new hypothesisand then carrying out conclusion (Wiek and Lang, 2016). However, undertaking this researcherdesign investigator aims at finding a new hypothesis. In general, casual research can be defined asthe approach which focuses on finding the effect of one variable on another. Researcher whileconducting casual research possess one variable which dependent on the other variable which istermed as independent variable. In research, case study is an approach that consist an up-close, in-depth and detailed examination of subject matter. Use of this design researcher emphasize onassessing each and every prospects about the selected subject manner and generates the outcomes.Experimental is defined as the blueprint of the procedure that enables the investigator to testhypothesis by reaching valid conclusions about the relationships between independent anddependent variables. Furthermore, it refers to the conceptual framework within which theexperiment on subject matter or selected variables is being conducted (Bell, 2012). 1.3 Research ApproachResearch approach is regarded as a significant tool for research methodology in whichresearch conducts the entire study in a structured manner. The categories of research approach canbe split into two types such as Inductive and Deductive and in the present study Inductive approachhas been selected. The subsequent approach has been selected since it initiates with observingthings and after that numerous theories can be formed for the research work. In the case ofInductive approach, theories are not required to be developed especially at the initial stage.Preliminary relationships can be developed while progressing the research work. Furthermore,3
inductive approach emphasizes on learning diversified aspects through which feasible and validconclusion can be constructed (Bernard, 2000). The technique is also associated with Quantitativemethod; hence data has been grabbed accordingly. In general, deductive research approach is concerned with the developing of a hypothesisbased on the exiting theory and accordingly designing the research strategy to test the hypothesis.Further, the term deductive approach is concerned with the deducting conclusions from premises orpropositions (Bhattacharyya, 2009). In addition to this, under this approach researcher works onsubject matter from more general to more specific manner. At times, deductive approach can bedefined as the top down approach. 1.4 SamplingSampling is the process of segregating people who will be the part of research study. In thepresent case, researcher has targeted those people who use smartphone and who resides in ChiangMai Province. There are various techniques of sampling such as purposive sampling, randomsampling and non- probability sampling. In the current research work, Purposive sampling has beenselected because it lies under the category of non – probabilistic sampling (Bryman, 2008). Itfocuses on the unit that are investigated on the basis of judgement of the researcher. It is also knownas subjective sampling where in researcher comes to select a particular segment for the researchwork. The main goal of selecting purposive sampling is to focus on specific attributes of populationwhich enables to answer the research questions. Hence, it can be said that the target population hasto be specific and relevant to research project. 1.5 Sample sizeFor the present research study, sample size has been selected as 150 respondents. Survey hasbeen conducted and under which questionnaire is developed so as to acquire responses from thecustomers regarding the impact of advertisement on purchase decisions (Budgell, 2008). In thepresent study, convenient source of sampling has been used since it is chiefly based on accessibility.In order to evaluate data, statistical methods have been utilized with suitable formula. The value ofsample size has been derived through Z, Q and E where in Z denotes confidential level at 1.96, Qdenotes standard deviation whose value is 0.5 and E represents acceptable sample error at 5%. Thissample size has been selected as researcher aims to specify the feasibility of the research study. 1.6 Data collectionData collection is one of the most important parts of research study in which researcheremphasizes on different techniques for grabbing valid and suitable information for the study. Thetechniques of data collection can be split into two types such as primary and secondary and in thepresent study, both the techniques have been utilized for diversified purposes (Hakim, 2012). Under4
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