Marketing Methodology Research 2022

Running Head: MARKETING METHODOLOGY
MARKETING METHODOLOGY
Name of the Student:
Name of University:
Author Note:

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Table of Contents
Chapter 3: Methodology..................................................................................................................2
3.1 Introduction............................................................................................................................2
3.2 Research Philosophy..............................................................................................................2
3.3 Research Methods..................................................................................................................4
3.3.1 Primary versus secondary research.................................................................................5
3.3.2 Qualitative research method...........................................................................................6
3.3 Interview guide design...........................................................................................................7
3.4 Sampling................................................................................................................................8
3.5 Ethics, Reflexivity and bias...................................................................................................9
3.6 Data collection.......................................................................................................................9
3.7 Data Analysis.......................................................................................................................10
3.8 Limitations...........................................................................................................................10
3.9 Chapter summary.................................................................................................................11
Reference.......................................................................................................................................12

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Chapter 3: Methodology
3.1 Introduction
This research is going to analyse the research instrument, sampling method, data collection
process and the evaluating those factors in order to bring the research findings relevant with the
research aims. In this regard, the purpose of this methodology chapter is to provide an outline of
the required research process with proper justification so that the research will achieve expected
outcome properly.
3.2 Research Philosophy
Research philosophy is associated with the beliefs and assumption regarding the knowledge and
deals with the source, nature and the development of knowledge. In other words, it can be stated
that, research philosophy tries to underline the required data collection method and the way those
data will be analysed and used. It is important to know that the role of research philosophy is to
assume the methods of the research and shape the philosophy accordingly (Padilla-Díaz 2015).
Henceforth, a well thought process and consistent set of assumptions are the basic approaches
that a research philosophy possesses. It is further associated with the choice of methods, research
strategy, data collection techniques and the process of evaluation. From this basic understanding,
it can be stated that the role of the research philosophy is to develop a strong belief and
assumption of the researcher in course of establishing a set of methodological practices. From
figure 3.1 it can be found that the research philosophy is located at the outer layer of the research
onion and as a result of that it is considered to be the first subject to discuss. Saunders et al.
(2015) advocated that the research philosophy is comprised with five major types pragmatism,
critical realism, interpretivism, post modernism and positivism.

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Figure 3.1: Research onion
(Mayer 2015)
This research will choose interpretivism as the research philosophy because of its exclusive
paradigm on the nature and source of knowledge. Interpretivism emphasizes on the practice of
developing a core understanding on the different psychological phenomena that are relevant in
the given research (Singh 2015). Human nature and its diverse role in society are the core
concepts of interpretivism research philosophy with a naturalistic methods of collecting data
especially in qualitative research. Data can be collected from interviews and observing the
difference of information that are significant in the context of the research. Adaptability is also a
unique practice that interpretivism followed that illustrates the link with business and
management research.