SBLC7012 Research Methodology Principles of Knowledge Creation

Running head: RESEARCH METHODOLOGY
A Study of Factors Affecting Marketing Effectiveness: A Case Study of Shell Nigeria
Name of the Student:
Name of the University:
Author’s Note:

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Table of Contents
Component 2: Research Design Proposal........................................................................................2
1.0 Background.......................................................................................................................2
1.1 Purpose and problem statement.............................................................................................2
1.2 Research questions.................................................................................................................3
1.3 Research objectives...............................................................................................................3
1.4 Research framework..............................................................................................................4
2.0 Research Methodology.....................................................................................................5
2.1 Research methods..................................................................................................................5
2.2 Sampling methods...............................................................................................................10
2.3 Data collection.....................................................................................................................11
2.4 Data analysis........................................................................................................................12
2.4 Ethical issues.......................................................................................................................12
3.0 Gantt Chart...........................................................................................................................14
References......................................................................................................................................16
Appendix 1.....................................................................................................................................20
Survey questionnaire.................................................................................................................20

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Component 2: Research Design Proposal
1.0 Background
Nigeria is in West Africa and is regarded as “Giant of Africa” due to its largest economy and
population in the entire African continent. As of now, Nigeria is the 20th largest economy in the
world and has sufficient amount of natural resources specially hydrocarbons. Nigeria is the 10th
largest oil manufacturer in the global platform and the 3rd largest in the African continent. 95% of
the foreign exchange in Nigeria is accounted by the oil productivity. Shell Nigeria is the general
name for Royal Dutch shell’s Nigerian functions that are operated and performed through four
subsidiaries primarily know as Shell petroleum development company of Nigeria Limited. Shell
is an international group of petrochemical and energy Resources Company with an average of
almost 93,000 employees working across more than 70 countries in the worldwide boundaries
(Konne 2014).
1.1 Purpose and problem statement
The purpose of the study is to examine the factors that are influencing the effectiveness
of marketing in the organization Shell Nigeria in the context and oil and gas productivity. The
problem in this context is that Nigeria has an abundant amount of oil reserves, which shows that
there are numerous companies working in this sector operating parallel with each other. As a
result, the competition in this industry and field is rapidly increasing which is creating increasing
problem for the marketing and production of the company (Aigboduwa and Oisamoje 2013).
Moreover, the factors such as operations of the supply chain of the company may also influence
the effective functioning of the marketing practices. Therefore, it is necessary to address the

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issues related to supply chain, increasing competition within the industry and to manage the
effectiveness of sales function for increase the effectiveness of marketing (Oluwafemi 2013).
1.2 Research questions
The questions of the research are:
 What do you mean by effective marketing?
 What are the factors affecting marketing effectiveness?
 What are the challenges ensuring marketing effectiveness in Shell Nigeria?
 What are the suitable recommendations for improving marketing effectiveness for Shell
Nigeria?
1.3 Research objectives
The objectives of the research are:
 To understand the concept of effective marketing
 To analyse critically the factors affecting marketing effectiveness
 To investigate the challenges in ensuring marketing effectiveness in Shell Nigeria
 To provide suitable recommendations for improving marketing effectiveness for Shell
Nigeria

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Marketing effectiveness
Market (competitions)
Operations (Supply chain)
Sales effectiveness Marketing effectiveness
1.4 Research framework
Figure 2: Research framework
(Source: Created by Author)

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2.0 Research Methodology
This chapter will be providing an overview of the different steps that the researcher will be
undertaking in order to complete the research successfully. In order to conduct the study in an
authentic and conclusive manner, it is required for the researcher to construct a proper
methodological framework that will throw light on the philosophical stances, design, strategy,
approach and research administration that will be used for completion of the research work. The
process of data collection will be done through an appropriate framework so that the quality of
the thesis can be enhanced. The factors have been taken into consideration followed by giving
necessary sections that justifies the selection of the methodological tools by the researcher in an
in-depth manner.
2.1 Research methods
Research philosophy
According to Neuman (2013), the concept of research philosophy highlights the process
in which the data relevant to the phenomenon will be collected, used and analysed in the study.
The two philosophies taken into consideration in this process are doxology and epistemology.
The research will be conducted by implementing three types of philosophies that are known
presently, namely, positivism, interpretivism and realism. As mentioned by Mackey and Gass
(2015), the positivism philosophy is used by observing and describing the phenomenon from the
perspectives of the objectives that has been formulated for the particular study. As a result,
interference of the phenomenon taken up for the study is restricted. In this case, the phenomenon
will have to be separated so that the observations made are not repeated. This can be achieved by
establishing a relationship by manipulating the reality and independent variable so that a positive
and successful relationship can be formed between the elements in the world.

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The use of positivism philosophy will also allow the researcher to develop relevant
hypothesis in order to be tested and so that its relevance can be highlighted in accordance with
the research study. For this research, quantitative study will be done with the help of the
hypothesis that is supported by the positivism philosophy (Taylor, Bogdan and DeVault 2015).
Another advantage of using the positivism philosophy is that the research can be done in a value-
free manner. The value-free manner of the research signifies independent nature of the study and
the collected data remains unknown to them thereby, facilitating analysis appropriately.
On the other hand, realism philosophy highlights conduction of research by enquiring
that is done scientifically. As a result, the research using realism philosophy are conducted so
that the objects are independent of each other and have a sense of truth. Thus, in respect of
human mind, realism philosophy is conducted independently. As mentioned by Lewis (2015),
realism philosophy provides an opportunity for the researcher to analyse data directly by
experiencing of conducting the research to the world whereas for critical realism the analysis
conducted by the researcher is presented directly.
As commented by Vaioleti (2016), the interpretivism philosophy has the ability to
understand the difference between the human societies in a better manner. Both symbolic
interactionism and phenomenology forms interpretivism philosophy. The concept of
phenomenology highlights method of conducting research that can make sense of the happenings
around the world whereas for symbolic interactionism highlights interpreting the surrounding
social world.
In accordance with the information provided in the previous section, it can be said that
positivism philosophy will be used for this research, as the researcher will be able to formulate

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hypothesis that will be taken up and tested within the study. As the research will be conducted
using a deductive approach, the implementation of positivism philosophy will help in
quantifying the observations while analyzing the data. As a result, the researcher will be able to
predict and explain the issues in terms of marketing effectiveness for Shell Nigeria. In addition
to, the human senses will also be observed empirically that will facilitate the hypothesis testing.
Furthermore, the use of positivism philosophy will help in making scientific observation
supported by logic thereby, resulting in conclusive nature of the study and understand the
marketing effectiveness of Shell Nigeria (Silverman 2016).
Research strategy
According to Flick (2015), research strategy is defined as the action plan that provides an
opportunity for the researcher to conduct the research in the right direction with the thoughts and
efforts implemented by the researcher in commencing with the research work. In implementation
of an appropriate research strategy will enable the researcher to provide the results systematically
as well as in detailed manner. As a result, the quality of the research will be enhanced greatly and
the focus will solely be towards fulfilling the research aim and hypothesis. Thus, identifying the
gaps in the research and in the literature will be easy and the appropriate strategy will be adopted
within the study (Smith 2015).
` The survey research strategy will be used for this research because the application of
survey research strategy will help in gathering data according to the situation by using either
interview or questionnaire. The use of quantitative techniques will facilitate the researcher to
draw suitable inferences in respect to the data by taking into account the existing relationship. In
addition to, the survey in this case will also enable the researcher to study more than one variable

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at once. As a result, it will become easy to answer the research objectives that is developed for
this research of analysing the marketing effectiveness for Shell Nigeria (Bauer 2014).
However, on the contrary, the weakness of using survey research strategy is that the
researcher finds it difficult to understand the ideas related with the process of analysing the
phenomenon. As a result, biasness among the researcher in regards to the sample selected for the
survey is noticed (Ledford and Gast 2018).
As mentioned by Roberts (2013), the use of case study research strategy provides an
opportunity for the researcher to understand the relationship that is existing in the real world
within a specific organization. In addition, the use of case study research strategy is encouraged
when interpretivism research philosophy is applied. As a result, the researcher will be able to
take into account the reality that is existing in the case study. In this case, the researcher has to
study the selected case study in detail in order to present and conduct the study in an appropriate
manner. In this case, the researcher has to make sure that research aim and hypothesis are aligned
with the case study and derive successful findings.
Another type of research strategy is the action research strategy in which the researcher
will attempt to produce results in such a way that the results are valuable to the people that are
associated with the research. The use of action research strategy will help in developing
theoretical knowledge so that the research will be able to provide suitable solutions to the
participants. The implementation of this action research strategy helps in intervention of the
issues in a direct manner so that the research aims set for the study are handled more practically
and the outcomes come out accordingly. However, the weakness of the action research strategy
is limited to a specific organization and the findings are unable to be generalized to the particular

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organization. However, the interpretation might differ from researcher to researcher (Gale et al.
2013).
For this research, survey research strategy will be used, as this will provide an
opportunity for the researcher to get valuable insights from the sample population of Shell
Nigeria. As a result, the researcher will be able to get all the relevant and required information in
regards to the issues of marketing effectiveness that is taking place in Shell Nigeria. Surveying
the employees of Shell Nigeria will allow the researcher to gather a better opinion regarding the
marketing effectiveness of the company thereby, making analysis of results appropriately and
provide suitable recommendations (Reynolds et al. 2014).
Research design
The implementation of suitable research design is necessary, as this will help in
appropriate structuring and planning of the overall investigation process. As a result, the research
questions and problems identified for the research will be achieved successfully. Appropriate use
of research design will facilitate taking into account the formulated hypothesis in the process in
order to ensure that the overall research is conducted accordingly (Humphries 2017).
As opined by Dang and Pheng (2015), the concept of explanatory research design will
allow the researcher to analyze and interpret the quantitative studies that will be conducted by
taking into account the sample population that will help in authenticating the research work.
However, on the contrary, the use of exploratory research design will promote conducting the
study using a qualitative approach by implementing an in-depth examination of the selected
samples. Furthermore, the use of descriptive research design will allow the researcher to

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commence with the research work by implementing a multidimensional aspect in respect to the
issue that has been identified at the beginning of the research.
For this research, descriptive research design will be used as this will allow the researcher
to use a multi-dimensional approach while conducting the research. The use of descriptive
research design will help in identifying the current and existing issues in terms of marketing
effectiveness for Shell Nigeria as well as identifying the reasons for the issues of marketing
effectiveness. Thus, identifying the issues will help Shell Nigeria to develop strategies for
overcoming the identified issues and sustain the competitive business environment of the country
(Riedl, Davis and Hevner 2014).
2.2 Sampling methods
The different types of sampling techniques are random probability sampling technique,
non-probability sampling technique, cluster sampling technique, stratified sampling technique,
snowball sampling technique and multi-stage sampling technique. Out of the various sampling
techniques, non-probability sampling technique and random probability sampling technique are
most widely used while conducting a research. As mentioned by Fletcher (2017), the concept of
simple random probability sampling technique is defined as the equal opportunities provided to
each of the participants of the selected population to be a part of the data collection process. On
the other hand, in the case of non-probability sampling technique, the researcher will select the
participants individually by judging their suitability for the data collection process. In the case of
non-probability sampling technique, not all the individuals of the selected population have equal
opportunities to be a part of the data collection process (Walliman 2017).

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For this research, the researcher will be using random probability sampling technique, as
this will provide equal chances to all the employees of Shell Nigeria to be a part of the data
collection process. In this case, the researcher has selected all the employees of Shell Nigeria as
the target population those will share their viewpoints and opinions in terms of marketing
effectiveness of Shell Nigeria (McCusker and Gunaydin 2015).
2.3 Data collection
The only two types pf data collection process that are used widely while conducting
research are primary and secondary data collection process. As mentioned by Mukhopadhyay
and Gupta (2014), primary data collection technique will allow collection of recent and updated
data from the selected population. The use of primary data collection process will allow the
researcher to collect data by using techniques such as focus groups, survey, interviews and
experiments. The use of primary data collection technique will also help in knowing the opinions
and viewpoints of the selected samples in respect to the research aim and objectives. On the
other hand, the use of secondary data collection process highlights collection of data from
different secondary resources such as books, journals, articles and other internet facilities. The
use of secondary data collection process will help the researcher to refer own findings and carry
in-depth knowledge and analysis of the findings (Daudt, Van Mossel and Scott 2013).
For this research, primary data collection process will be used, as this will allow the
researcher to collect data from the employees of Shell Nigeria that has been selected as the
sample population. Surveying the employees of Shell Nigeria will allow the researcher to know
the actual issues the company is facing in terms of the market competition, operations or supply
chain, sales effectiveness and marketing effectiveness. In addition to, the use of primary data
collection process will also help in going to the core of the marketing effectiveness issues that

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Shell Nigeria is facing currently and develop strategies for overcoming the issues (Alvesson and
Skoldberg 2017).
2.4 Data analysis
Taking into account the data collection techniques, the two types of data analysis
techniques are qualitative and quantitative data analysis technique. According to Vamsi Krishna
Jasti and Kodali (2014), the quantitative data analysis technique deals with taking into
consideration the numbers and determining the number of individuals agreeing or disagreeing
with the questions. Thus, the numerical are then considered and justified with required support
and argument from the information gathered from various secondary resources. On the other
hand, qualitative data analysis technique refers to maintaining the quality of the research by
taking into account the views and perspectives of the samples and justifying the findings by
referring to relevant secondary resources (Wiek and Lang 2016).
Quantitative data analysis technique will be used for this research, as this will allow the
researcher to take into account the positive and negative opinions shared by the participants, that
is, the employees, in terms of the marketing effectiveness of Shell Nigeria. The quantitative data
is analyzed and further represented by using MS-excel.
2.4 Ethical issues
Successful completion of research is dependent largely on the compliance of the research
work. Few research ethics needs to be followed and abided by for completion of the research
successfully. The significant research ethics that are important to follow are listed below.
1. Data confidentiality is one of the important research ethics that needs to be followed
regardless of the type of research. According to the ethics of data confidentiality,

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disclosing of data is strictly prohibited. According to the data confidentiality, the
researcher is restricted from disclosing the identity of the participants as well as the data
shared by them without their consent (Faden et al. 2013). This is important as this will
prohibit any arguments and conflicts among the participants and they can share their
opinions and viewpoints without being afraid of being caught.
2. Another important research ethics is facilitating the participants to take part in the data
collection process willingly. Forcing the participants to be a part of the data collection
process is against the research ethics. This is because forcing the participants might push
them to share their views but out of unwillingness and grudge, the participants might
share incorrect and bias opinions that would compromise with the quality of the research.
One of the best ways of ensuring willing participation of the individuals is to sign the
consent form by them. Signing the consent forms act as proof that the participants have
shared their viewpoints willingly (Lange, Rogers and Dodds 2013).
3. Apart from the above two ethical considerations, another significant research ethics is to
collect required and relevant data from authentic resources. Data collection from
authentic resources ensures high quality of the research work, as the information and data
used for the research is guaranteed to be useful and justify the findings of the work (Nind
et al. 2013).
4. In addition to, bribing or influencing the participants for according to the needs of the
researcher is against the ethics of the research. The researcher has to be in a neutral
position and is strictly prohibited from influencing the participants to answer what they
want. As a result, the researcher will be getting answers that support their objectives and
derive positive results only rather than any negative results. As a result, this will help in

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developing and the researcher will not know formulating a more authentic research work,
as the answers from beforehand (Denzin and Giardina 2016).
5. The data collected for the research is supposed to be used only for academic purposes
rather than using it for commercial purposes. The data gathered by the researcher has the
aim of fulfilling the research objectives. Thus, the information collected cannot be used
for commercial purpose and the researcher is strictly prohibited from selling it to
commercial agencies in return of money (Harriss and Atkinson 2015).
6. Lastly, harming any one during the conduction of the research is strictly against the
ethical consideration of the research because the research is conducted with the aim of
benefitting the society and the variables considered for the particular research. Thus,
harming anyone or subjecting the participants to any kind of discomfort, harming is
against the social aspect of the research (Schmucker et al. 2014).
3.0 Gantt Chart
Main activities1st week6th week12th week18th week20th week24th week
Topic selection
Reviewing
literature
Developing
Research
methodology
Collection of
primary data
(survey)

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Analysis and
interpretation of
data
Findings
Conclusion and
Recommendation
Final submission

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Nigerian oil and gas industry. European Scientific Journal, ESJ, 9(1).
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Bauer, G.R., 2014. Incorporating intersectionality theory into population health research
methodology: Challenges and the potential to advance health equity. Social science &
medicine, 110, pp.10-17.
Dang, G. and Pheng, L.S., 2015. Research methodology. In Infrastructure Investments in
Developing Economies (pp. 135-155). Springer, Singapore.
Daudt, H.M., van Mossel, C. and Scott, S.J., 2013. Enhancing the scoping study methodology: a
large, inter-professional team’s experience with Arksey and O’Malley’s framework. BMC
medical research methodology, 13(1), p.48.
Denzin, N.K. and Giardina, M.D., 2016. Ethics and the broader rethinking/reconceptualization of
research as construct. In Ethical Futures in Qualitative Research(pp. 67-84). Routledge.
Faden, R.R., Kass, N.E., Goodman, S.N., Pronovost, P., Tunis, S. and Beauchamp, T.L., 2013.
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ethics and clinical ethics. Hastings Center Report, 43(s1), pp.S16-S27.
Fletcher, A.J., 2017. Applying critical realism in qualitative research: methodology meets
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project. Sage.
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Appendix 1
Survey questionnaire
Demographic questions
1. Which age group do you belong to?
23-25 years
26-28 years
29-32 years
33 years and above
2. What is your gender?
Male
Female
3. What is your monthly salary?
$20,000-$22-000
$23,000-$25,000
$26,000-$30,000
$31,000 and above
4. How long have you been working in Shell Nigeria?

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2-5 years
6-9 years
10-13 years
14 years and above
5. Are you satisfied with the marketing effectiveness of Shell Nigeria?
Yes
No
May be
Objective questions
1. Do you think the Nigerian market is highly competitive in nature?
Yes
No
May be
2. What is the market competition nature of the Nigerian market?
Monopoly market
Oligopoly market
Monopsony market
3. Do you think the operations of Shell Nigeria are flawless?
Yes
No

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May be
4. What are the supply chains or operational issues Shell Nigeria is facing currently?
Customer service
Cost control
Planning and risk management
Supplier and consumer relationship management
Talent
5. Do you think the issues in the supply chain of Shell Nigeria are questioning the
competitiveness?
Yes
No
May be
6. Are you satisfied with the existing relationship between the marketing and the sales team
of Shell Nigeria?
Yes
No
May be
7. What do you think can be the probable issues the marketing and the sales teams are
facing?
Communication
Transparency
Support
Innovation

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8. Are you satisfied with the marketing effectiveness of Shell Nigeria?
Yes
No
May be
9. What are the marketing effectiveness issues Shell Nigeria is encountering that is
threatening the position of the company in the country’s business environment?
Generating traffic leads
Attracting new customers
Reducing operational cost
Saving financial resources
Identifying the right technologies for effective marketing