Research Methodology

Running head: RESEARCH METHODOLOGY
RESEARCH METHODOLOGY
Name of the Student
Name of the University
Author note

1RESEARCH METHODOLOGY
Phase 3 Methodology
3.1 Research aim
The project aims is to analyze the attitude-behavior gap in the ethical customers of the ShopHere
and to recommend the effective strategy of marketing.
3.2 Research objective
The project objective those have been formulated are:
 From the literature review section, the concept of ethical consumerism the researcher will
be able to analyse the effect of ethical consumerism on marketing strategies of apparel
retailers.
 The expectations and the perceptions helps the researcher to examine purchase intention
of ethical consumers by investigating the effects of attitude on buying behaviour.
 To identify attitude-behaviour gap with respect to ethical consumers based on the
attitude-behaviour gap in the literature review section
 To recommend ShopHere to minimise attitude-behaviour discrepancy
3.3 Research questions
From the literature review section, the concept of ethical consumerism the researcher will be able
to find out the answer of the research question:
 What are the key factors that determine the attitude-behavior gap in the ethical products
purchase?
3.4 Research design

2RESEARCH METHODOLOGY
The positivism philosophy will be used for this research as this will facilitate the
utilization of the factual knowledge and could make the quantitative observation for identifying
the attitude-behavior gap with respect to the ethical customers. The use of the positivism
philosophy will help in utilizing the statistical method for identifying the data (Cleary et al.
2014).
Deductive approach will help the study to facilitate the researcher to refer to the existing
theories, concepts and the relevant informations regarding the impact of the ethical consumerism
on the marketing strategies of the apparel retailers. Thus the researcher will be able to develop
the appropriate observations which is based on the collected informations respect to the
identifications of the attitude-behavior gap in the ethical customers of ShopHere (Lewis 2015).
Descriptive designs will be used for this research because it will help in exploring the
effects of the ethical consumerism in the on the marketing strategies of apparel retailers
(Meyerhoff et al. 2015). This will also help to identify the attitude-gap with respect to the ethical
consumers.
Both the survey and the interview research strategy that is mixed research methods will
be used for this study. The survey strategy will help the study to gather the responses of the
customers and the interview process will help the study to communicate with the customers
personally and will try to identify the attitude gaps with respect to the ethical customers
(Palinkas et al. 2015).
3.5 Sampling design and tools
Both the random probability and the non-probability techniques will be used for this
research study. This will help the researcher to choose the fixed number of the respondents from