Marketing Research 2022

Running head: MARKETING
Marketing
Name of the Student:
Name of the University:
Author Note:

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Chapter 3: Research Methodology
3.1 Introduction
The research methodology represents the adopted research method for carrying out and obtaining
data through using relevant tools for determining the aim the research (Leedy and Ormrod 2005).
This is the portion of dissertation that explains the ways of conducting research, where the data is
derived from and that identifies the data collection techniques. This particular section intends to
explain why the dissertation has used the particular technique for collecting data. The aim of the
study lies in identification of the role of the social media in marketing and attitudes of consumers
towards different kinds of marketing on the social media. After analyzing and going through the
relevant literature, the chapter validates and identifies method of adoption, sampling and the
analytical procedures implemented by researcher.
The research questions include:
1. The development of the social media marketing
2. The influence of the participation on the buying decision of the consumer
3. Communication via Word-for-mouth seem to promote marketing
4. The key features of the Weibo marketing
5. The impact of the celebrities of social media on the brand value transfer in the buying
decisions of the consumer.

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6. How do the consumers treat the Weibo marketing correctly under defects of supervision
mechanism?
3.2 Research Philosophy:
Research philosophy enables researcher in identifying essence of the study by adoptive adopting
efficient research paradigm. It has been found that epistemology (what has been found to be true)
compared doxology (what has been believed to be true) encompass various approaches of
research philosophies. The purpose of the science represents the procedure of transforming the
things that are believed into the things that are known i.e. doxa to the episteme. Two key
research philosophies have been identified in Western science tradition known as the positivist
(also called scientific) and the interpretivist (also called anti-positivist) (Galliers, 1991).
3.2.1 Positivism
Positivism depends on existence of the reality through usage of the proven techniques. Positivists
holds the belief that the reality is stable and can be described and observed from the objective
viewpoint (Levin, 1988) without interference with the phenomena studied. The positivists
contend that the phenomena should remain isolated and the observations must be repeated. This
involves the manipulation of the reality with the variations in single independent variable for
identification of regularities thereby forming relations between certain constituent elements of
social world. Predictions are possible to be made based on the observed and the explained
realities and the inter-relationships. This view has been supported by the Alavi and Carlson
(1992) who while reviewing the 902 IS research articles identified that all empirical studies have
been positivist in the approach. Positivism has also been found to have successful association
with the natural and the physical sciences. However, the difficulties experienced through the

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research like the inconsistency in the results have attributed to the unsuitable paradigm for such
domain. On a similar note, some of the variables or the constituent parts of the reality has been
thought to be immeasurable under positivist paradigm and therefore has not been researched
previously.
3.2.2 Interpretivism
Interpretivists assert that the only means of subjective interpretation and the intervention of
reality lie in complete understanding of the reality. The study of the phenomena in natural
environment acts as the key for interpretivist philosophy along with acknowledgement that the
scientists are not being able to avoid influencing the phenomena being studied. They admit
towards then fact that that there might be various interpretations of the reality and maintaining
the interpretations have themselves been part of scientific knowledge they pursue. Interpretivism
follows a tradition that it is no less compared to positivism or shorter.
The philosophy of interpretivism depends on the understanding of the experiences through
incorporation of the human interest into the research. The interpretative philosophy depends on
the critique of the positivism in social sciences. Hence, the philosophy emphasizes towards the
qualitative analysis. However, the interpretative approach depends on the natural methods of
collection of data like observations and interview. Secondary research of data is also a welcome
step by the interpretivism philosophy. In such research, meaning is mostly derived in final stages
of research.
On a positive note, it can be said that use of interpretivism allows in depth study of the
qualitative fields of research such as ethical issues, cross-cultural differences within
organizations, leadership and the analysis of the factors impacting leadership. The data generated