Research Methods and Management

This assignment provides a list of publications related to research methods and management, including articles, books, and online resources. It covers various aspects such as qualitative inquiry, managing parasitic nematodes, legacy system costs, aviation psychology, luxury branding, growth tradeoff challenges, project management in R&D, bark beetle impacts on ecosystems, managing childhood long-term conditions, radiation therapy complications, and beyond differentiation and integration. The publications are from 2017 and cover different fields of study, including agriculture, finance, healthcare, and more.

Managing Research

Table of Contents
INTRODUCTION...........................................................................................................................1
PROBLEM DEFINITION...............................................................................................................1
Background Issues......................................................................................................................1
Management Problems................................................................................................................2
Research Questions.....................................................................................................................2
Objectives....................................................................................................................................3
SECONDARY DATA EVALUATION..........................................................................................3
The factors which are influencing to consumer decision making...............................................3
Examine retention and defection of Chinese consumers towards domestic or global brand......4
Consumer decision making styles for domestic and global brands............................................4
RESEARCH DESIGN.....................................................................................................................5
METHODS USED IN RESEARCH................................................................................................6
SAMPLING STRATEGY ..............................................................................................................7
EVALUATION OF DATA ANALYSIS .......................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
This research work explores consumers decision making that is made when buying a
product that is made by both domestic and foreign brand. The market conditions in China are
typically critical due to constant changes that are there due to increase in the power of variables.
This research work will allow reader in understanding as how Chinese consumers are switching
between domestic and foreign brands. It will enable users in analysing as how and on what basis
the consumers differentiate between the two different brands (Ailawadi and Farris, 2017).
Basically, the customer perception is constantly changing which has to be understood so that
both foreign as well as domestic brands can increase their effectiveness. Moreover, it is
important for companies to focus on China as it is one of the biggest market for any industry.
The changes that are taking place in the Chinese market needs more attention. So the prime
concern is stated in below:
“Retention or defection? Chinese consumers’ decision-making styles for domestic and global
brands”
This is a case study based report which will state about all the important facts and figures
mentioned in the research work.
PROBLEM DEFINITION
The core issues which are identified in the research work is stated to be “Retention or
defection? Chinese consumers’ decision-making styles for domestic and global brands”.
Today, the organisations are concerned with the changes that are taking place in the market. The
consumers are shifting there preferences constantly and this is impacting companies from foreign
as well as domestic realm. It is important for organisations to understand that there are many
variables which has impact upon the choices that are made by consumer.
Background Issues
Consumers are the main element of any organisation strategic plan. Everything which is
done by an company is for the customers who will be buying and consuming their goods and
services. There are many problems and needs that forces people to change their choice of
preferred product (Collins, 2017). In China at present, there is high level of competition that is
going on in between domestic and international companies. This is beneficial for consumers as
they get more diversified range of products. To differentiate between the two customers have
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developed a perception. For international brand they associate, consciousness of fashion and
recreational. On the other hand they perceive local company product as a a cheap, lower quality
and recreational ability.
The decision making that is done by consumers is linked with the changes in their
attitude and perception. The behaviour and mentality of customers is appears to impact intention
of consumers as to switch between brands products and services (Morris and et. al., 2017). The
experience gained after consumption of product sets intention of customers regarding the future
purchasing. There have been many researches conducted by marketing organisation which have
stated 3 points as a primary reason which makes a consumer opt for new product instead of
preferred one. They are as following:
 Customer satisfaction after consumption of good
 Switching cost associated
 Availability of highly attractive alternatives.
These are the prime reasons but even they are not the perfect points that forces a
consumer in switching to other goods (Swallow, 2017). Today, people want something which
they can show as a symbol of status to others. This is one of the reason why there is huge shifting
from domestic to international brands.
Management Problems
The management of companies need to focus on defining issues that are concerning
organisation and its profitability. The managers need to identify and state the issues that are
concerning organisation in a specified manner (Russ-Eft and et. al., 2017). To understand this
research questions are framed. They are stated below:
Research Questions
1. How to maintain retention and reduce defection of Chinese consumers towards domestic or
global brand?
2. What factors are there which are impacting consumer decision making style in for domestic
and global brands?
3. How to determine consumer decision making style towards domestic and global brands?
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Objectives
1. To analyse the factors which are influencing to consumer decision making styles for domestic
and global brands.
2. To examine the retention and defection of Chinese consumers towards domestic or global
brand.
3. To determine consumer decision making style for domestic and global brands
SECONDARY DATA EVALUATION
It is very important as to evaluate the literature review which was conducted in the
article. It will allow researcher in understanding as to what variables actually have an impact
upon the decision making style which is adopted by consumer (Toubiana, Oliver Bradshaw,
2017). There is a lot of difference between the choices of customer in developed and developing
country.
In developed nations, the quality of domestic products is considerably higher than the
imported ones while in the case of developing countries the case is completely opposite.
Basically, the consumers consider that all the products that are made in developing nations are of
lower quality and have higher level of chances that they will fail to perform properly. Basically,
this leads to lower level of satisfaction. Customers always believed in brands from developed
nations as they considered them to be built on higher level of quality as well as deliver better
satisfaction.
In the case of Chinese consumers, they have developed a perception that all the domestic
brands do not have the ability to develop and sell products that have higher level of quality and
satisfactory performance. All the companies in market have to face a intense level of competition
as well as product surplus that is there in the domestic market (Kapferer, 2017). The Chinese
brands have kept a strong view point for the situation and are trying to tackle it with improving
quality and reducing the cost of products. The Chinese market has a diverse range of consumers
who can not be regarded as a population that favour foreign brands.
The factors which are influencing to consumer decision making
As stated by Creswell and Poth (2017), there are different variables that impacts
consumer decision making in the Chinese market. The companies need to analyse all the aspects
so that issues can be addressed and organisational capability can be maintained. There are
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various factors that exist in the market environment and they need to be properly adjusted in the
strategy of company. This is important for both domestic and international companies. All the
elements are stated below:
 Quality of product
 Pricing
 Brand value in market
 Switching cost
 Differentiation between brands
 Purchasing power of consumer
These are the factors which have to be analysed by company so that they can easily
manage them and serve market as per requirements. They need to ensure that they are able to
maintain a higher level of quality while keeping the prices low. Also the switching cost has to be
increased so that consumer loyalty can be extended.
Examine retention and defection of Chinese consumers towards domestic or global brand
According to Crotty and Horrocks (2017), there is an intense competition that is going on
in the Chinese market. This is due to its attractiveness and increasing ability of consumers to
spend more. All the organisations, no matter if they are local or international, are trying to gain
consumer trust and use it to gain better market positioning. They need to ensure that they are able
to get the attention of all the consumers towards their own brand. Basically all the the time that a
consumer uses a product of a brand, he generates a utility which tends to increase with time. But
the management of organisation need to ensure that the switching cost is increased by strategic
changes in product and services. More than 90% of consumers were satisfied with the brand they
were using but still due to better offers and influence of factors they switched to other good
which was provided by different brand.
Consumer decision making styles for domestic and global brands
As described by Tabibian and et. al., (2017), consumers have different decision making
style which differentiates them from one another. Though the attitude of customer is influenced
by various factors but their decision making style is very important. The consumer decision
making style is considered to be a mental orientation which is developed by the factors influence
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and his own experience. There are basically 8 type of consumers decision making styles which
are based on certain attributes:
 Perfectionist conscious: They are the one who seek the best product quality and for that
they analyse an item from all aspect (Mitchell, 2017).
 Brand conscious: They are the ones who buy all the products and services that belongs to
a brand.
 Novelty and fashion conscious: They believe in innovative and exciting products as they
search for new things.
 Recreational and shopping conscious: They buy it for fulfilling their need of shopping.
 Price conscious: These people test an item and after proper evaluation they tend to buy it
for the best price (lowest).
 Impulsive, Careless: They are not concerned about money and tend to buy a product for
the sake of moment.
 Confused by over-choice: They are the ones who are confused between multiple brands
and companies products.
 Habitual brand loyal: They buy same company products over and over again due to their
loyalty.
These are the consumer decision making style which exist in the market (Coleman,
2017). Today, all the companies need to understand these 8 types so that they can develop the
qualities of habitual consumers and ensure a higher rate of productivity.
RESEARCH DESIGN
It is important for organisation to develop a research design as it allows organisation in
ensuring that whole activity is conducted in a right manner. In the given case study, the
researcher has used Descriptive method. It is a way which is used to describe about the
characteristics of population or a concept which is being studied.
In the current context, it was being analysed as how consumers make decision in between
foreign and local brand (Cohen, 2017). The method is known for describing prevailing situation.
It allows user in developing groups in which the population or concept can be kept in a category.
This research constructively used the descriptive approach and ensured that the analysis is based
on qualitative data.
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There are certain advantages of this method. The population or subjects are analysed and
evaluated in their natural environment without any changes. This is a method which is highly
useful in identifying all the factors that can be tested and become a basis for future research.
Also, the data collection and evaluation allows users in understanding as what the actual
situation is prevailing in the market. The quality of information which is collected is very rich
and ensures better results.
But there are certain flaws in this research method, and they are related to the
understanding of reasons behind the situation. As why it actually happened. Descriptive research
can not be used where there is requirement of understanding as to why it happened or what
caused/led to this condition (Kaba and et. al., 2017). Also, it has been identified that the subjects
might lie and not be honest with the review. These can not be used by organisations for co-
relating variables as well as determine cause and effect.
METHODS USED IN RESEARCH
The method that was employed by the researcher to collect data for the research work
was Primary research. The whole process was conducted electronically and all the students who
were the respondents were confirmed to have received the data. The questionnaires were
distributed in between 628 to students while 584 were collected. The sample was based on equal
number of males and females and states about the choices which will be made by them.
For measurement, the respondents were asked about various things like their preference,
ability to buy and desire to have a product. The primary products around which the whole
research was focused was cell-phone and sports shoe content. The respondents had to state about
which brand they would prefer in the stated segments. The result of the study was that more than
89% people wanted to buy a foreign brand while 64% already possessed a international product.
Basically, all the research will be conducted by collecting primary research which will ensure
that data that is gathered is recent and reliable (Keller, 2017). The researcher also has to keep his
vigil high to identify any variance that exist in the market environment.
The strength of the method selected for collection of data was primary. It has certain
advantages, like it targets all the issues which were identified in the research. Basically, it is a
method that allows user in ensuring that he is able to interpret data in more effective manner. The
information gathered by researcher is new and hence provide a better view of market. It is one of
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the method that allows user in enhancing the quality of outcome and effectiveness of this
research for future. The collector of data has has the complete ownership of all the information
which he has gathered for the research work.
There are certain disadvantages of this research method which basically can hinder
researcher and his ability to attain a better outcome. The first reason which makes this method
ineffective is its higher level of cost which are involved in the task (Johnston and McDonald,
2017). Also it is very time consuming as well as there is very low inaccuracy that is related to the
feedbacks. The researcher need to have a higher level of resources.
SAMPLING STRATEGY
It is considered as tool which assists in making the decision on the part which needs to be
included from whole population. At the time conducting survey from a large number of
population it become essential for investigator to prepared questionnaire for that. There are two
type of sample methods are there i.e. probability and non-probability. For this present research,
non-probability method is used (Collins, 2017). This sampling method will help to researcher in
selecting units from the large number of population which are interested in studying. This
sampling method is also divided in different parts i.e. quota, purposive, self-selection,
convenience, snowball and so on. Survey of 628 were distributed electronically to undergraduate
students who are belonging from China and Guangdong.
For present research Quota sampling is used. It combines with the features of purposive
and stratified sampling. Under this, where strata are presented which will help to investigator to
segregate the group in easy way. Along with this work will also assigned according to the one or
more characteristics in order to collect the information. In this report, demographic profile of
sample has been prepared where variables are divided into gender, education level and monthly
disposal income. This method is used because groups are already divided in different parts in
order to collect the specific information.
Advantage of Quota sampling are; it ensures about the convenience in executing the
sampling study in simple way (Morris and et. al., 2017). Further, if respondents refuse to
cooperate with the investigator, then they are having opportunity to replaced that person by
another who is ready to furnish the information. It is not so much expensive so it become easy
for researcher to use this method and also it is not time consuming method.
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Disadvantage of this method is that bias may arise in the matter of selecting the sample
units. Further, the work of interviewer is not supervised properly so it can also create conflicts
and data will also unreliable. As this technique require different investigation so sometimes it
waste the time of researcher. Besides this there may not be equally competent among
investigation so the result may not be uniform.
EVALUATION OF DATA ANALYSIS
The researcher in case study has used quantitative method for analysing the data which
was collected using non probability sampling technique. It is one of the most used tool for
analysing all the numbers and statistical phenomena in a proper manner (Swallow, 2017). It
contains various mathematical and computational measures which can be used in the case which
is stated in the case study. The prime objective behind employing this research technique was to
develop as well as employ various theories, concepts and hypotheses which are developed by
various researchers overtime. This is was used for getting unbiased results that can be used for
serving a larger population easily. Qualitative data is collected for gaining information regarding
cases which were studied as to understand the issues in more behavioural manner. The technique
ensures that all the analytical data which is in the raw form is properly evaluated and presented
in a user friendly form.
This method was used as to analyse the data that was collected in by the researcher for
identifying all the variables that existed in the market environment. Basically, it was the only
way it could be analysed as the data was too complex and could not make sense in its raw form
any more (Russ-Eft and et. al., 2017). The researcher had to ensure that all the information
makes sense and the research work can be used in future by other individuals. To enrich the type
of research a user has to ensure that they use qualitative research methods as to improve viability
of work which is being carried out.
Quantitative research has its own advantages which allows it in ensuring that each type of
data is mathematically analysed and evaluated (Qualitative and Quantitative methods, 2017).
This ensures better and effective usage of information for future activities and enlarges scope of
the study conducted. The case study used this technique for making sure that whole research
work can be relied on and the effectiveness can be enhanced.
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The main issues which is there in the research method which was employed was that it
ignores the very context of study. The technique does not study any of the aspects in their natural
surrounding meaning that it requires alterations for ensuring better results (Toubiana, Oliver
Bradshaw, 2017). Also, a very large sample has to be studied for using this research method
effectively. It is not suitable for some work where 20-30 respondents are engaged. Also there are
higher level of cost which are included in the research work.
CONCLUSION
The whole study states about various method that were used in the case study. Basically,
it describes about the aspects that were covered by individual while conducting research on the
stated topic. A full brief about the case background is stated which will help the researcher in
identifying all the issues that existed in the market. After it research question or management
problems are mentioned with the objectives behind undertaking this research work. A brief
analysis of literature review is given with a described form of sample methods used in collection
of data.
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REFERENCES
Books and Journals:
Ailawadi, K. L. and Farris, P. W., 2017. Managing Multi-and Omni-Channel Distribution:
Metrics and Research Directions. Journal of Retailing. 93(1). pp.120-135.
Cohen, M. A., 2017. Le-Yin Zhang, Managing the city economy: Challenges and strategies in
developing countries. Environment and Planning C. 35(3). pp.556-556.
Coleman, A., 2017. Managing parasitic nematodes on crops. Farmer’s Weekly. 2017(17016).
pp.64-66.
Collins, H., 2017. Creative research: the theory and practice of research for the creative
industries. Bloomsbury Publishing.
Creswell, J. W. and Poth, C. N., 2017. Qualitative inquiry and research design: Choosing among
five approaches. Sage publications.
Crotty, J. and Horrocks, I., 2017. Managing legacy system costs: A case study of a meta-
assessment model to identify solutions in a large financial services company. Applied
computing and informatics. 13(2). pp.175-183.
Johnston, N. and McDonald, N., 2017. Aviation psychology in practice. Routledge.
Kaba, A. and et. al., 2017. A descriptive case study of the changing nature of nurses' work: The
impact of managing infectious diseases requiring isolation. American journal of
infection control. 45(2). pp.200-202.
Kapferer, J. N., 2017. Managing luxury brands. In Advances in Luxury Brand Management. pp.
235-249. Palgrave Macmillan, Cham.
Keller, K. L., 2017. Managing the growth tradeoff: Challenges and opportunities in luxury
branding. In Advances in Luxury Brand Management. pp. 179-198.. Palgrave
Macmillan, Cham.
Mitchell, R., 2017. Managing Projects in Research and Development. By Ron Basu. Routledge:
Abingdon, 2015, ISBN 978‐1472450104, hardback,£ 70, pp. 256. R&D Management.
47(3). pp.498-498.
Morris, J. L. and et. al., 2017. Managing bark beetle impacts on ecosystems and society: priority
questions to motivate future research. Journal of Applied Ecology. 54(3). pp.750-760.
Russ-Eft, D. F. and et. al., 2017. Managing Applied Social Research: Tools, Strategies, and
Insights. John Wiley & Sons.
Swallow, V., 2017. Parents managing childhood long‐term conditions: longitudinal research is
needed on online forums as sources of peer‐to‐peer information. British Journal of
Dermatology. 176(6). pp.1430-1431.
Tabibian, N. and et. al., 2017. Radiation therapy: Managing GI tract complications. Journal of
Family Practice. 66(8). pp.E1-E7.
Toubiana, M., Oliver, C. and Bradshaw, P., 2017. Beyond differentiation and integration: the
challenges of managing internal complexity in federations. Organization Studies. 38(8).
pp.1013-1037.
Online
Qualitative and Quantitative methods. 2017. [Online]. Available through:
<https://www.skillsyouneed.com/learn/quantitative-and-qualitative.html>. [Accessed on
31st October 2017].
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