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 effectivenessMarketing 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.