Understanding Consumer Behavior in the Digital Era

This assignment content discusses various questions related to marketing and customer loyalty, including the role of bloggers in promoting a specific brand, the effectiveness of blogs in drawing customer attention, and the significance of bringing customer loyalty for surviving in the current market. Additionally, it touches upon sampling technique, reliability, and validity of research studies, as well as ethical considerations while conducting research. Finally, the content provides a list of reference sources used to support the study.

Running head: RESERCH METHOD
Research Method
Name of the Student
Name of the University
Author Note

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Table of Contents
2. Methodology................................................................................................................................3
2.2 Research methods......................................................................................................................3
2.2.1 Quantitative research method.................................................................................................3
2.2.2 Qualitative research method...................................................................................................3
2.2.3 Adopted research method.......................................................................................................4
2.3 Data collection method..............................................................................................................5
2.3.1 Qualitative data collection method.........................................................................................5
2.3.1.1 Observations........................................................................................................................5
2.3.1.2 Interview..............................................................................................................................5
2.3.1.3 Data collected method in this research................................................................................7
2.4 Qualitative data analysis............................................................................................................7
2.5 Research design.........................................................................................................................9
2.5.1 Research purpose....................................................................................................................9
2.5.2 Exploratory studies.................................................................................................................9
2.5.3 Exploratory studies are adapted in this research...................................................................10
2.5.4 Formulating research questions............................................................................................10
2.6 Sampling..................................................................................................................................12
2.7 Reliability and validity and limitation.....................................................................................13
2.8 Ethical consideration...............................................................................................................14
Reference List:...............................................................................................................................15

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2. Methodology
2.2 Research methods
2.2.1 Quantitative research method
Quantitative data collection method is the systematic procedure of collecting necessary
information by depending on the random sampling technique. By conducting an effective survey
procedure with the help of questionnaires the researcher tends to collect appropriate data and
information by involving the participants directly. One of the most significant advantages of
maintaining quantitative data analysis is that the researcher gets direct scope to communicate
with the participants (Smith, 2013). At the same time, the participants provide an immediate
feedback to the researcher. As a result, the rhythmic process of entire research work becomes
very much systematic. In addition, quantitative data collection procedure is endowed with some
of the major disadvantages as well. The researcher gets the scope of collecting biased data from
the participants. Quantitative data collection procedure entirely depends on the response of the
participants (Brinkmann, 2014). As a result, the data analysts have to face biased response from
the respondents that may become a major hindrance for accomplishing the entire research work.
2.2.2 Qualitative research method
Qualitative research method is the systematic procedure of collecting necessary data and
information with the help of maintaining a descriptive data collection method. In this particular
data collection technique, necessary information can be collected from the participants by
making an interview session (Smith, 2015). The primary advantage of this specific data
collection procedure is that the researcher gets the scope of communicating with the participants

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directly. As per the response of an individual participant, the researcher intends to make an
effective interaction with the participants for gathering necessary data and information.
Qualitative data collection is an interactive method with the help of which the researcher can get
an in-depth overview about the research issue (Taylor, Bogdan & DeVault, 2015). At the same
time, this particular research methodology is possessed with some of its major disadvantages as
well. Qualitative data analysis enables the participants to provide their own opinion. As a result,
the researcher may have to receive biased response from the participants.
2.2.3 Adopted research method
In this specific study, the researcher has chosen qualitative form of data collection
technique for accomplishing the entire research work successfully. In this specific form of data
collection technique this study is trying to find out the characteristics of bloggers that have an
effect on consumers’ behaviors. In quest of conducting an effective research work the study has
focused to make a detailed data analysis by using qualitative form of research technique.
Qualitative form of research technique enables the researcher to maintain an effective interview
session with the help of which the researcher can get an overview about the characteristics of
bloggers and their ultimate effect on consumer behavior (Mackey & Gass, 2015). At the same
time, in order to conduct qualitative data collection method, the researcher has to spend limited
amount of money. On the other hand, quantitative data collection procedure is cost effective. In
addition, qualitative data method is sufficient enough in conducting the entire research work by
meeting the aims of objectives of research issue. One of the most important reasons of
conducting qualitative data collection procedure is that the researcher gets the scope of
conducting an effective interaction with the participants (Jensen, 2013). On the other hand,
qualitative data collection procedure is highly dependent on the observational analysis as well.

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With the help of a keen and repeated observation the entire research issue is evaluated. As a
result, the entire research process has been conducted successfully.
2.3 Data collection method
2.3.1 Qualitative data collection method
Qualitative data collection procedure is primarily constituted with two major parts that
includes observational method and the method of interview.
2.3.1.1 Observations
As per the beliefs of numerous positivists observational data collection technique is very
much effective as observation is repeatable whereas the phenomenon is isolated. With the help of
repeated observation, the researcher has evaluated the research issue by conducting effective
case studies (Lakatos, 2014). Before, making an effective conclusion about the research issue
repeated observation plays a major role. Without observing, the research issue the study can
never implement appropriate research approach, philosophy and design. Therefore, observational
analysis is highly important for conducting the entire research work successfully.
2.3.1.2 Interview
Interview is the systematic method of interacting with a particular individual regarding
the research issue. Interview can be conducted by following three major structures which are as
follows:
 Semi-structured interview

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Semi-structured interview ensures pre-determined set of questions which is thrown to the
interviewer for receiving an effective response. While conducting an effective research work
predetermined questions help the researcher for making the entire interview process being
confident and courageous (Kitchin & Tate, 2013). The researcher does not have to invest much
time for forming the instant questions in order to conduct the entire process of research work
successfully.
 Unstructured interview
In many cases, it has been observed that the researcher does not get enough time in
determining questions related to the research topic. As a result, the researcher tends to throw
direct question to the interviewer (Wahyuni, 2012). On the other hand, it is also undeniable that
research questions are made instantly in context to the immediate response collected from the
participants. Therefore, the entire process of data collection procedure very much systematic ad
contextual. However, unstructured interview is possessed with some of the major negative
effects as well (Petty, Thomson & Stew, 2012). The researcher has to waste enough time while
forming questions at the interview spot. Consequently, the entire process of research work gets
delayed.
 Focus group
Focus group is the systematic interview method with the help of which large number of
people get involved within the discussion procedure instead of having an individual discussion.
With the help of this specific qualitative data collection procedure the researcher get the scope of
making collective decision (Marshall & Rossman, 2014). At the same time, the views and ideas
about the research issues can be exchanged in this data collection procedure. It is at the same

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time undeniable that people have to face innumerable barriers in gathering proper data and
information while involving large number of people in the focus group.
2.3.1.3 Data collected method in this research
In this specific research work, semi-structured interview method has been chosen in order
to accomplish the entire research work successfully (Yilmaz, 2013). While conducting an
effective semi-structure interview the researcher has to predetermine the entire questions that
have been prepared for conducting the entire research method. It is undeniable at the same time
that semi-structured interview enabled the researcher of conducting the entire research work
systematically. The researcher does not have to invest much time for forming instant question on
the interview spot. As a result, the entire process of work remains very much systematic as well
as chronological.
2.4 Qualitative data analysis
Documentary data
Documentary data is primary dependent on the history of evidence or any kind of
relevant resources. While dealing with a particular study the researchers intend to collect data
from various books, magazines, newspaper or many other necessary documents (Moses &
Knutsen, 2012). While using documentary data the researcher intend to use the intact
information that are published in the document without making any interpretation.
Interpreting data
On the other hand, interpreting data represents that data can be explained or interpreted as
per the point of view of researcher. After collecting necessary information from different

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resources the researcher tends to evaluate this specific data by using the opinion of various
e3minent scholars.
Theoretical-based data analyzing method
Theoretical data analysis method indicates that the data is evaluated by using the theories
and concepts of different eminent scholars. While making an effective research analysis with the
help of qualitative data interpretation the researcher intends to use relevant theories and concepts
for conducting the entire research work systematically (Bergold & Thomas, 2012). At the same
time, it is also undeniable that theoretical frameworks help the researcher to critically evaluate
the entire researcher issue.
Adopted data analyzing method
In this specific study, an effective thematic analysis has been conducted wit6h the help of
which the entire data can be analyzed based on specific themes. The overall research has aimed
to make an in-depth qualitative data analysis procedure by involving University students. This
particular method is very much descriptive where the researcher has received necessary response
from the participants (Watts & Stenner, 2012). Based on their responses an effective thematic
analysis by using the theoretical concepts has been conducted. In order to make a detailed
thematic analysis the researcher has critically evaluated the articles of numerous eminent
scholars about the major components of marketing strategies and brand promotion. In addition,
the researcher has got the scope to critically evaluate on how effective marketing strategies are
for enhancing the consumers’ behavior.

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2.5 Research design
Research design is the systematic tool of conducting the entire research work by using
some of the most appropriate research methodological tools. While conducting the entire study
the researcher has used appropriate research philosophy, approach and design for accomplishing
the entire work (Åkerlind, 2012). Positivism research philosophy has been used in this specific
research along with deductive research approach.
2.5.1 Research purpose
The primary purpose of this specific research work is to evaluate on how blogs leave a
major impact on the overall customer behavior. In order to conduct an effective research the
study has focused to make an in-depth overview about the importance of research methodology
for gathering relevant data and information from different reliable resources (Anderson &
Shattuck, 2012). At the same time, the purpose of this specific research is to collect appropriate
data as well as information from different reliable resources.
2.5.2 Exploratory studies
Exploratory study signifies of exploring the relevant data and information from various
resources. With the help of an effective exploratory research design, the necessary data has been
evaluated from the response of participants. At the same time, the researcher has focused to
identify the participants’ response (Creswell & Poth, 2017). While collecting necessary data and
information from different participants the data analysts’ primary aim was to explore a new
question in context to the previous one. As a result, large number of data has been collected from
the respondents.

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Descriptive study
After exploring necessary information, the researcher intends to describe important data
different point of view. As a result, both the positive and the negative aspects of research issue
can be evaluated. This specific study has focused to make an in-depth analysis on how the
researcher can interpret necessary data after exploring from the concerne3d participants.
Explanatory study
Explanatory research work aims to explain the research issue from different point of view
after using positivism research philosophy along with deductive research approach. Explanatory
research design is highly dependent on the interpretation skill of the researcher (Coiro et al.,
2014). With the help of this specific research design skill the researcher intends to evaluate the
entire research issue from both positive and negative aspects. As a result, the researcher has to
face in making a proper conclusion over the entire research work.
2.5.3 Exploratory studies are adapted in this research
However, in this specific research work, exploratory research design has been chosen for
conducting the entire work systematically. With the help of an effective research design process
the information has been explored from the participants (Mertens, 2014). The researcher has
used the data that has been collected from the participants only. In this specific study, the data
analyst does not get enough scope in evaluating and explaining the entire process of work
systematically.
2.5.4 Formulating research questions
Introduction:

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The primary aim of the researcher in conducting an effective interview session is to
gather overall information about the research issue by interacting with some of the participants.
In this specific study, the University students of Manchester have been involved (Wisdom et al.,
2012). This specific part has focused to make a systematic question regarding the some of the
semi structured questions for conducting the interview session properly.
Introducing questions
Question 1: What is you perception on consumer engagement?
Question 2: Do you think consumer engagement is necessary in maintaining a brand retention
plan?
Question 3: Do you believe that consumer behavior is highly effective on maintaining brand
retention plan?
Question 4: Do you think promotional activity is highly needed for gaining brand image and
reputation?
Question 5: What kind of promotion is primarily beneficial for drawing customers’ attention?
Question 6: What is the benefits of social media promotion for introducing a particular brand?
Specifying questions
Question 1: How to bring consumer motivation according to you?
Question 2: Does the consumers’ feedback matters in enhancing the reputation of a particular
brand?

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Question 3: How far do you believe that bringing customer loyalty is highly significant for
surviving in the current market?
Question 4: Do you think new media in the current era is more advanced than traditional media?
Question 5: Do you think social media is highly effective for rendering brand loyalty
Question 6: How far do you agree that quality of products influence customer loyalty?
Question 7: What expectation do you have from the promotional activities of the company?
Question 8: How much effective marketing strategy is for enhancing image and reputation of a
particular brand?
Ending questions
Question 1: What is the role of a blogger in making promotional activities of specific brand?
Question 2: Do you think blogs can promote a specific brand?
Question 3: How much effective are blogs in drawing the attention of customers?
2.6 Sampling
Sampling technique is the systematic process of collecting necessary data and
information from a selected number of population amidst large group of people. Sampling
technique is primarily constituted with two major types including probability sampling technique
and non-probability sampling technique. Probability sampling technique is otherwise names as
random sampling method with the help of which participants are selected for providing data and
information randomly (Mannering & Bhat, 2014). On the other hand, non-probability sampling

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technique involves the selective number of participants who are directly associated with the
research issue.
Sample size
In this specific study, non-probability sampling technique has been chosen for conducting
the research work. Female participants from the University of Manchester have been involved.
After collecting an effective feedback from the University female students the research work has
been conducted. Therefore, this particular research work has focused to make an in-depth data
analysis by involving female students only.
Research participants
The research participants who are involved within the entire process of study include
around 24 female students from the University of Manchester. By conducting a qualitative form
of data collection procedure the research has directly interacted with those 24 female participants
of Manchester who are still continuing their learning process from the University.
2.7 Reliability and validity and limitation
Reliability implies that data resources should have a relevant resource so that the readers
can rely on the information used within study. At the end of the study the researcher can attach
the entire reference list so that the authentication of entire research study can be justified. On the
other hand, while dealing with a proper research issue the researcher can focus on the validity of
resources (Yilmaz, 2013). The resources, which are used for conducting the study, are having a
proper existence. At the same time, the researcher intends to collect information by involving
contemporary research scholars for maintaining the proper validity of data and information.

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Every research work is possessed with some of its major drawbacks. In this specific study
the researcher has used only quantitative form of data collection method. While conducting the
entire research work quantitative form of data collection technique could have been more
beneficial for collecting appropriate data and information from the participants. On the other
hand, post positivism research method could have been used in this study instead of only
positivism research philosophy (Wahyuni, 2012). Post positivism research philosophy is very
much dependent on the observation of the researcher along with its proper evidence. In addition,
the entire process of research work could have been conducted by taking proper time.
2.8 Ethical consideration
In order to conduct the entire process of research work every practitioner and researcher
has to follow a proper ethical cultures, values and beliefs. As per the ethical consideration,
researcher should never force an individual participant while providing necessary data and
information. Data collected from the respondents should be spontaneous. In addition, the
implementation of data protection act should be strictly followed at the time of conducting
research. Data should never be leaked out in front of any third party without the permission of
that concerned person. In addition, the information that is used within the research work should
have a validity as well as reliability.

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methods. Higher Education Research & Development, 31(1), 115-127.
Anderson, T., & Shattuck, J. (2012). Design-based research: A decade of progress in education
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Wisdom, J. P., Cavaleri, M. A., Onwuegbuzie, A. J., & Green, C. A. (2012). Methodological
reporting in qualitative, quantitative, and mixed methods health services research
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