Research Methodology – Assignment
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Added on 2020-06-06
Research Methodology – Assignment
Added on 2020-06-06
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RESEARCH PROJECT(Part 2)
ContentsMETHODOLOGY..........................................................................................................................1RESULTS........................................................................................................................................3DISCUSSION................................................................................................................................14CONCLUSION..............................................................................................................................16RECOMMENDATIONS...............................................................................................................16REFERENCES..............................................................................................................................18Appendix........................................................................................................................................19
METHODOLOGYIntroductionResearch methodology is the systematic procedure of carrying out the investigation.There are various methods and tools that are used by researcher in order to conduct the researchin effective manner (Taylor, Bogdan and DeVault, 2015). All these techniques assist the scholarin addressing research problems and finding accurate results. Selection of research methods arebeing done on the bases of r type of research. Research philosophyResearch philosophy is the process or the way through which researcher gather data,analysis it and finds results. There are majorly three types of philosophies: positivism,interpretivism, realism (Mackey and Gass, 2015). All these methods are different from eachothers. Positivism is the method that is generally applies in quantitative type of projects. Scholarconducts the investigation from objective view point. In this technique researcher do not involvehuman participants. Individual observe the facts and find answers on the bases of thisobservation. Interpretivism is another type of tool that focus on conducting the study fromsubjective view point. This beliefs that involvement of human participants help the researcher infinding in-depth detail about the topic (Lewis, 2015). Realism is another type of philosophy thatis highly related with scientific enquiries. In the present research on impact of customer'sbehavioural on marketing activities of the organisation scholar has applied interpretivismphilosophy. This is most suitable method that has supported the researcher in finding in-depthdetail about consumer behaviour and marketing activities. This tool has helped the scholar indeveloping relationship between both these variables and its impact on business unit. Research approachResearch approach is another method that is used during investigation. Inductive anddeductive are two main types of approaches. Inductive research approach carry out the researchin qualitative manner. Individual uses theories and models in order to develop understandingabout the topic (Ledford and Gast, 2018). It focuses on theories and test these models in order togenerate new theory y. This supports in addressing research questions from qualitative process.On other hand deductive is another type of approach that is used in qualitative type of researchproject. In this method, scholar formulates hypotheses on the bases of research questions. Then1
researcher tests these hypotheses. If null hypotheses proves that means one variable impact onanother. On the bases of results of hypotheses conclusion are drawn by scholar. In the presentstudy on impact of customer's behavioural on marketing activities of the organisation researcherhas taken support of inductive research approach (Panneerselvam, 2014). Use of theories hashelped in understanding concept of consumer behaviour and its impact on marketing strategies ofthe business unit. Research designIt is the outline or the blueprint of entire study. There are various kinds of designs such asdescriptive, exploratory, experimental etc. All these designs have their own characteristics andare used in different research projects (Khan, 2014). In the present study on impact ofcustomer's behavioural on marketing activities of the organisation scholar has appliedexploratory research design. This is used when scholar has to find out new way or have toconduct investigation on new subject area. This helps in explanatory ideas so that understandingabout the topic can be developed. This is suitable method for the current project that has helpedscholar in addressing research problems in accurate manner. Data CollectionIt is most important method or tool in the researches. It is responsibility of researcher thatto take support of accurate data that can answer research questions and can developunderstanding of the researcher effectively (Ross, Rogers and Duff, 2016). There are two maintypes of method of data collection: Primary and secondary. Primary data collection is the methodthat helps in finding real facts about the situation and gathering fresh information. On other handsecondary data collection sources are such details that have already been used in the earlierstudies. Both these tools are helpful in developing understanding of researcher so that desiredresults can be generated. In the present study scholar has applied both these sources. In theprimary data collection researcher has used questionnaire technique. This is most commonlymethod that is used to gather first hand information about the topic (You and et.al., 2015). Onother hand secondary data collection sources are another type of techniques in which scholar hastaken support of books, journals, internet articles that have been prepared on the same topicimpact of customer's behavioural on marketing activities of the organisation. Both these sourceshave supported the researcher in gathering in-depth detail and addressing research problems. Sampling2
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