Research Methodology and Data Analysis for Marketing Performance of Marks and Spencer

CHAPTER 3: RESEARCH METHODOLOGY
Research methodology is considered as the special techniques or procedures which is
used for identifying, selecting, processing and analysing information related to a topic. This
chapter of research enable reader to critically evaluate the overall validity and reliability of the
research (Jansson-Boyd, 2018). It is important in every research, dissertation or thesis because it
explain a way through which a researcher intends in order to carry out their research. It is also
considered as systematic or logical plan in order to resolve a research problem. Research onion is
an effective framework that help researcher to create its methodology in systematic manner in
order to attain research aim and objectives. It involve different layers just like a real onion that
helps in processing a good research methodology. Its different layers in context to current study
has been mentioned below:
3.1 Research philosophy
The topmost layer of research onion is research philosophy. It refers as collection of different
belief and principle about the manner through which information related to specific topic has
been collect and analyse. There are two most important research philosophy which is used in
research methodology which name as positivism and interpretivim. Positivism research
philosophy is used for collecting factual information for making interpretation on the basis of
numerical data. Interpretivism research philosophy is based on the belief in which social world is
first observe and then information is evaluate (Faems, 2020). Therefore, researcher used
positivism research philosophy for current study as it goes with quantitative data. This
philosophy involves the gathering of scientific information which is precise and based on
measurement as well as it is often examined by using statistics including the intention that the
findings be generalisable.
3.2 Research design
Another layer of research onion is research design. It is define as overall strategy that the
researcher choose in order to integrate the several aspects related to the study in a coherent and
logical manner. It ensure researcher to address the research problem in effective manner. There
are many types of research design n research methodology which name as correlation,
experimental, diagnostic, descriptive and explanatory. In the current study, researcher used
descriptive research design as it allows researcher to thoroughly research the background of a
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research problem before carrying out a research in future (Zhu, Sari and Lee, 2018). The main
aim of this research design is to accurately and systematically describe a situation, population or
phenomenon.
3.3 Research Approach
The other important layer of research onion is research approach. It is used for testing the
validity of the hypothesis that is made. There are two main research approaches which name as
deductive and inductive research approach. Deductive research approach is used to test the
existing theory for creating hypothesis. Inductive research approach is used to generate new
theory or concepts from derived data (Cortina, 2020). The researcher used deductive research
approach in the current research as it allows researcher to utilise data in the form of quantity or
number. This research approach provides possibility to the researcher in order to explain causal
relationships in between concepts and variables.
3.4 Research choice
Another important layer of research onion is research choice. It states that correct and
right choice of research methodology helps in determining the success as well as overall quality
of researcher's study and its documentation (Aidley, 2018). Quantitive and qualitative are the two
important choices in research methodology. Quantitative research choice is used for collecting
and analysing numerical data. On the other qualitative research choice is used to collect and
analyse in-depth information for the research (Hodge, 2020). Thus, researcher selected
quantitive one for the current study as it allows researcher to reach large number of audience
from the population for collecting quantitative data. This research choice provides objectivity
and accuracy to the research. This research is often seem as more valuable and accurate than
qualitative research because it focuses on collecting non-numerical data for the research.
3.5 Research strategy
The other most important layer of research onion is research strategy. It is considered as
an overall plan in order to conduct a research study. It provide guidance to the researcher in
planning, executing and monitoring the research. There are many kinds of research strategy
which is used to help researcher to collect relevant information for the research. It involve
survey, case study, experiment, action research, ethnography and many more. The researcher
used survey research strategy in the current study as it helps in collecting data from the
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population (Miksza and Elpus, 2018). Survey is considered as the collection of information from
a sample of different individuals through their responses to questions. To conduct survey,
researcher used questionnaire tool for taking survey of selected respondents through online
mode. It helps researcher to collect more accurate and reliable data in short period of time and in
minimum cost.
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3.5 Data Types & Data Collection Methods
Data collection is a process of accumulating information along with analysing as well as
measuring it in order to provide better solutions to the research problems. The respective process
facilitates in providing a deep understanding of the research topic and allows researcher for
greater personalisation. There are mainly two types and methods of data collection and these
consist of primary data collection method as well as secondary data collection method which are
discussed as under in context to existing research:
Primary Data Collection method: Under this kind of data collection method, first hand
information is carried out by the researcher through directly taking responses from the
respondents through survey in order attain research objectives and goals. In context to current
research, questionnaire has been used by investigator as a primary data collection method which
facilitated it in collecting quantitative information about the research topic through directly
asking questions from candidates
(Bedi, Bedi and Singh, 2022). Reason behind choosing questionnaire is that questionnaire makes
it possible to interact with varied people who could not otherwise be reached and also helped the
researcher in covering a larger group at same time.
Secondary Data Collection method: According to this kind of data collection method, the
informationcan be previously collected by the researcher and can be accessed by it
indirectly. It is another method of data collection in which the information is carried out
by investigator through a large number of different sources such as books, journals,
articles and many more. In relation to the current research, the researcher has been used
literature review as a secondary data collection method which has provided assistance in
gaining the data insight or in-depth knowledge of the different concepts covered under
research topic.
Data Analysis refers to a practical application of knowledge in order to gather, organise
as well as analyse the data which has been collected by the investigator for frawing inferences
from it. There are several method of data analysis through the researcher can examine the
gathered information and these methods of data analysis comprise of thematic analysis,
frequency distribution analysis and many others. Within existing investigation, frequency
distribution analysis has been used by the investigator in order to analyse the quantitative data
which has been collected (Mehralian, 2022). The reason behind choosing this kind of data
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analysis tool is that it allows the researcher to have a glance on the whole information in a very
easy manner. It is an organised graphical/tabular respresentation of the number of individuals
within each category on the scale of measurement. This kind of data analysis technique also
provides assistance to the investigator in presenting the numbers or frequencies in such a way
that facilitate in ease of understanding as well s interpretation.
 Sampling: There are primarily two methods of sampling includin probability as well as
non-probability sampling. In present research, probability sampling method has been
used by investigator in order to choose people through random sampling method. The
sample size of candidates is 30.
3.6 Reliability and Validity
Activity of the respective research will deliver a reliable and valid outcome for the other
readers because in this research, investigator has used the questionnaire in order to collect the
information. Researcher has also used the random sampling method to select the participant from
a massive sample that give more accurate and reliable information about the specific topic. All
these respondent will be workers or employees of the organisation that will be helpful in giving
more reliable and accurate information to attain the objective and aims of the research (Pantano
and Vannucci, 2019).
3.7 Ethical Consideration
Ethics play a significant role in carrying out each activitiy of the research study in an
ethical as well as systematic way. There are different research ethics whch should be taken into
consideration by the investigator at time of conducting the research project. In order to fulfill
thical aspect of the existing research project, consent form will be signed by the respondents who
have been chosen. It will also provide assistance to the candidates in showing their willing
participation within the survey througj questionnaire. The personal information of the candidates
will also get protected with the help of Data Protection Act. These provide justice, respect for the
individual, right to withdraw participant and minimal irrespective of practice.
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CHAPTER 4: DATA ANALYSIS
Questionnaire
Q1) Do you have the knowledge regarding the concept of marketing?
a) Yes
b) No
c) Maybe
Q2) Do you think that, technology plays a vital role in current era for business?
a) Yes
b) No
c) Can’t say
Q3) As per your perspective, technology advancement is needed in the marketing department of
Marks and Spencer?
a) Yes
b) No
c) Maybe
Q4) As per your opinion, Marks and spencer invest capital to bring advanced technology within
the marketing department of their organisation?
a) Yes
b) No
c) Maybe
Q5) According to you, what are the different types of digital technology used by Marks and
Spencer to promote goods and service in the market?
a) Email marketing
b) Paid media
c) Search engine optimisation
d) Affiliate marketing
e) Social media marketing
Q6) Do you think that, using these technology effects the Marks and Spencer in promoting goods
and services in effective manner?
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