Impact of Online Marketing on Purchasing Behavior in Retail Industry

Running head: BUSINESS RESEARCH METHODOLOGY
The Impact of Online Marketing in Purchasing Behaviour of Customers in Retail Industry
“A Case Study Of MYER Australia”
Name of the Student:
Name of the University:
Author note:

1BUSINESS RESEARCH METHODOLOGY
1. Introduction (Will be same from student’s assignment)
2. Project Objective (Will be same from student’s assignment)
3. Project Scope (Will be same from student’s assignment)
4. Literature Review (Will be same from student’s assignment)
5.a) Research hypothesis
H0: online marketing techniques do not have significant impact on the purchasing behavior of
the consumers of Myer Australia.
H1: online marketing techniques have significant impact on the purchasing behavior of the
consumers of Myer Australia.
5.b) Research questions
Primary question
1) What is the role of online marketing techniques of Myer Australia that influences the
purchasing behavior of the consumers?
Secondary questions
1) What are the factors that affect the purchasing behavior the consumers of retail industry
in Australia?
2) What type marketing is most effective in influencing the purchasing behavior of the
consumers?

2BUSINESS RESEARCH METHODOLOGY
6. Research design and methodology
Research methodology describes the steps that would be followed by the researcher to
collect the information and analyze it using proper techniques to answer the research questions in
the most logical manner. The appropriate research design and methods are chosen on the basis of
the origin and nature of the information and the type of analysis procedure (Mackey & Gass,
2015). In the given research study, the researcher will explore the factors of consumer’s
purchasing behavior, impact of online marketing and other marketing techniques on the
purchasing decision of the consumers of retail industry, with a special focus on Myer, Australia.
The topic has both qualitative and quantitative aspects. Thus, both the qualitative and
quantitative research methods will be applied to address both types of facets of the topic.
Qualitative research process
Qualitative research process includes informal, semi systematic and subjective research
methods, which emphasize more on the human aspects than on the numerical data, gathered
through the process of data collection. This research process is inductive in nature, which enables
the researcher to generate new inferences from the data or explore a new phenomenon Silverman
(2016).
The main steps of the qualitative research methods are:
1. Formulation of research questions
2. Design of the research study
3. Data collection process
4. Analysis and interpretation of data
5. Validation of the data

3BUSINESS RESEARCH METHODOLOGY
6. Reporting and representation of the findings
The steps are explained below:
Formulation of research questions is the first and most important section in any type of
research study. The research questions are helpful in determining the vision and thought process
of the researcher and subsequently the direction of the study. As stated by Merriam & Tisdell
(2015), research questions present the topic in the most comprehensive manner. In the given
study, the primary and secondary research questions are designed to explore the factors
influencing purchasing behavior in retail and their impact on the consumers. These questions will
also explore people’s perception regarding the influencing factors, which are qualitative in
nature.
Design of the research study is based on the research questions. Its purpose is to obtain
significant input from the subjects of research and not just focus on the internal investigation
(Saxena et al., 2013). The most commonly research designs are case study, descriptive, survey
and experiments. In this study, the researcher will apply the case study research design, as the
topic aims to explore the impact of online marketing on the purchasing behavior, with a special
focus on the Myer, Australia. Thus, Myer is the case study organization. This type of research
design helps in analyze the research topic based on real scenario and get the most practical
outcomes (Panneerselvam, 2014). The researcher will choose some of the consumers of Myer
for data collection and focus on specific marketing techniques and their impact on those sample
customers.
Data collection process includes primary and secondary data, depending on the
requirement of the study. Primary data is collected directly from the field of study, while