Methodology Research Paper 2022

Chapter 3: Research Methodology
3.0 Overview
The aim of this chapter is to lay down the different methods which the research has been
carried out and aims to provide the procedures which shall facilitate in understanding the manner
in which the Sales Promotion technique can be made use of to facilitate the popularity of the Mc
Donald’s and the KFC. Hence, to establish the association the relationship between the
Independent variables and the Dependent variables, the use of the primary research technique
will be assessed critically.
3.1 Research Outline
The research methodology comprises of various parts which consist of the research
philosophy, research approach, research design and the research strategy. Moreover, it also
comprises of Data collection and the Data analysis techniques which will assist in understanding
how the data shall be collected for the study and additionally the manner in which it will be
assessed and analyzed critically. In consideration of this, it is essential to mention that, this will
help in understanding how the research questions will be answered and the research objectives in
an appropriate manner.
3.2 Research Philosophy
The research philosophy can be rightfully mentioned to be the various beliefs as well as
the assumptions which are undertaken by the study in order to carry out the research in an
effective manner. In consideration with this, it is critical to ensure that the research beliefs and

aims are identified clearly before carrying out the research. However, as the nature of the study is
rather Quantitative in nature, the research philosophy which has been chosen for the purpose of
the analysis is the Positivist research philosophy (Saunders and Bezzina 2015). In consideration
of this, the role of the researcher shall be limited only to the collection of the data and its related
analysis. In association with this, it becomes easier to collect the data for the purpose of the
research paper and the modification and analysis becomes easier.
The reason why the positivism research philosophy will be adopted for the study is based
on the fact that the research philosophy will help the author in identifying the various ways in
which the consumer buying behavior is influenced by the Sales promotion techniques as applied
by the Mc Donald’s and the KFC in Bangkok. With respect to this, the positivist research
philosophy will assist in finding the way in which the different enterprises such as the Mc
Donald’s and the KFC will be able to make use of the Sales promotion technique in order to
influence the behaviors of the consumers.
3.3 Research approach
For the purpose of the study and in order to find the influence of the sales technique on
the consumer buying behavior, the research approach adopted for the study is the deductive
research approach. In association with this, the study will be adopting this approach as it will
assist in finding the crucial information out of the data which will be collected for the study.
Using this research approach, the authors will be able to determine the overall hypothesis which
has been set for the study accordingly and in consideration with this, the researcher will be able
to interpret all the relevant information in accordance with research objectives which have been
for the study. In addition to this, the deductive model is useful as it assists in ensuring that
various models as well as the frameworks will be made use of which will help in ensuring that

the different influences of the sales promotion technique on the consumer buying behavior
(Saunders and Bezzina 2015). The primary reason why this research methodology has been
adopted for the study is because it will assist in finding the influence of the sales promotion
techniques on the consumer buying behavior and will be able to assist the firms in understanding
how the consumers can be attracted accordingly and the conclusions regarding the hypothesis
can be proven or arrived at.
3.4 Research design
The research design which has been undertaken for the study can be mentioned to be the
descriptive research design. In association with this, this research design has assisted in
engaging in an effective study. With respect to this, this kind of a research design will assist in
ensuring that the study is being able to achieve its objectives and at the same time it is also being
able to assist the author in understanding how the consumer buying behavior is affected by the
different Sales promotion techniques which are considerably applied by the various
organizations such as the Mc Donald’s and the KFC as an enterprise (Mohajan 2018). Although
there are various types of research designs which are available, it becomes effective to
understand that, using this research design will be rather appropriate for the study and will assist
in ensuring that the right kind of sales technique can be found.
Research strategy
The research strategy helps in understanding how the data shall be collected for the study
and also contributed towards understanding how this will contribute effectively towards the
analysis of the study. Hence, the research strategy which has been adopted for the study can be
mentioned to the Primary Quantitative strategy. In association with this, it is critical to mention