Research Project Components and Methodology

This assignment delves into the crucial elements of a successful research project. It explores various data sources (primary and secondary), research methods (qualitative and quantitative), research design, philosophies, and approaches. The document emphasizes the significance of data analysis techniques, sampling methods, and maintaining data validity and ethical practices throughout the research process. A Gantt chart and ethical form are included to illustrate practical applications within a research project.

Research project

Table of Contents
INTRODUCTION.......................................................................................................................1
TASK 1............................................................................................................................................1
CHAPTER 1 - INTRODUCTION...................................................................................................1
1.1 Overview of research............................................................................................................1
1.2 Research aims and objectives................................................................................................2
1.3 Factors that contribute into the research project selection....................................................2
CHAPTER 2 – LITERATURE REVIEW.......................................................................................2
2.1 Introduction...........................................................................................................................2
2.2 Need of improving brand image ..........................................................................................3
2.3 Factors which can affect brand image ..................................................................................3
2.4 Impact of brand image on customers' taste and preferences.................................................3
2.5 Promotion methods to develop brand image.........................................................................3
2.6 Business strategies to improve brand image of Nike Inc......................................................4
CHAPTER 3 – RESEARCH METHODOLOGY...........................................................................4
..........................................................................................................................................................5
REFERENCES................................................................................................................................5
TASK 2............................................................................................................................................6
Research methodology and collection of data............................................................................6
TASK 4..........................................................................................................................................15
2.3 Data collection process.......................................................................................................15
TASK 3..........................................................................................................................................16
Data Collection..........................................................................................................................16
TASK 4..........................................................................................................................................20
ABSTRACT...................................................................................................................................21
ACKNOWLEDGMENT................................................................................................................22
CHAPTER 1 – INTRODUCTION................................................................................................24
1.1 Introduction ........................................................................................................................24
1.2 Research aims and objectives..............................................................................................25
1.3 Literature review.................................................................................................................25

Need of improving brand image ..............................................................................................25
Factors which can affect brand image ......................................................................................25
Impact of brand image on customers' taste and preferences.....................................................26
Promotion methods to develop brand image.............................................................................26
Business strategies to improve brand image of Nike Inc..........................................................26
1.4 Research methodology........................................................................................................26
1.5 Structure of project..............................................................................................................28
CHAPTER 2 – LITERATURE REVIEW ....................................................................................29
Factors which can affect brand image ......................................................................................30
Promotion methods to develop brand image.............................................................................32
Business strategies to improve brand image of Nike Inc. ........................................................32
CHAPTER 3 – RESEARCH METHODOLOGY.........................................................................34
Use of resources properly in order to met with hypothesis and question.................................34
Methodology related with data collection process....................................................................34
CHAPTER 4 – DATA COLLECTION & ANALYSIS................................................................43
Data analysis.............................................................................................................................44
CHAPTER 5 – CONCLUSION & RECOMMENDATION.........................................................50
4.1 Recommendations ..............................................................................................................50
4.2 Conclusion...........................................................................................................................50
4.3 Introduction.........................................................................................................................50
4.4 Need of the study................................................................................................................51
REFERENCES..............................................................................................................................52
Appendices.....................................................................................................................................54
Research proposal.....................................................................................................................54
........................................................................................................................................................58

INTRODUCTION
A brand refers with a name, sign, logo and design which represents the identity of a
product and service. Normally a product can be copied but a brand is novel or unique. In today's
scenario, it is essential for business organisation to make strong brand image in order to remain
customers' interest for long term period. Apart from this, branding is the most essential element
of marketing and it helps in enhancing organisational performance at market place. Consumer
will be preferred to purchase from only those companies which have strong brand image in target
market. The present report is based upon Nike Inc: it is an American multinational corporation
who deals in sales of footwear, apparel, accessories, equipment and services. The headquarter is
near to Oregon, Beaverton in the Portland metropolitan area (Hjort, Lantz, Ericsson and
Gattorna, 2013). The company is mainly focused on providing high quality products to their
customers in order to reaching at higher position at market place. In this modern era, customers
gives preferences to quality rather than money. Along with this, Nike Inc. is one the largest
sportswear brand which was alone valued at $19 million in 2014 and making itself as a most
reliable brand of sport wear. In 2017, the brand value of the company was valued at $29.6
million. It shows that firm is trying to continuously boost up its brand image by providing
something new and innovative to customers. Puma, Adidas, FILA etc. are the major competitors
of the company. Nike Inc. has strong brand image, it directly affect customers' buying behaviour
by raising company's sales and productivity in an effective manner. The project report is focused
that how companies can improve their brand image by providing qualitative and value added
products to consumers. With this assistance, they can easily achieve its goals and objectives in a
certain time period; strong brand goodwill also raised the business operations over the world.
TASK 1
CHAPTER 1 - INTRODUCTION
TITLE - “To identify the impact of brand image on consumer taste and preferences”. A Case
study on Nike Inc.
1.1 Overview of research
The research project is going to be describe how companies can improve their brand
image by providing qualitative and value added products to consumers. With this assistance, they
can easily achieve its goals and objectives in a certain time period; strong brand goodwill also
raised the business operations over the world. Along with this, there will be a discussion on the
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requirement of improving brand image and its importance of Nike Inc. Readers will also come to
know about various factors that can effect the brand image of the firm and how it can overcome
from it. Brand image put a huge impact on customers' taste and preferences therefore, it is
essential for business organisation to produce qualitative and innovative products in order to get
high competitive advantage. There will be explain different promotional methods, like
advertisements, direct sales, personal selling etc. it aids in reaching large number of customers in
a minimum time of span.
1.2 Research aims and objectives
Aim: “To determine the impact of brand image on customer taste and preferences. A case study
on Nike Inc.”
Research objectives: -
The objectives of present projects are describes as under:
 To analyse the need of developing brand image in market
 To identify the factors affecting brand image
 To evaluate the impact of brand image on consumer taste on Nike Inc.
 To find out the methods that can be used for promotion as to develop brand image
 Recommendations various strategies to improve the brand image of Nike Inc.
1.3 Factors that contribute into the research project selection
There are different types of factors involved in selection of research project. The
selection criteria is based upon analysing and comparing projects including qualitative and
quantitative research methods. Apart from this, the research project is based to analyse the
impact of strong brand image on customers' taste and preferences. If an organisation has
effective goodwill or reputation in target market then it is able to attain and retain people for long
time of span.
CHAPTER 2 – LITERATURE REVIEW
2.1 Introduction
It is the most essential part of research project which helps in providing a proper
guidance to research activities in order to effectively completion of research project. This is
widely used by investigator to develop in depth and effective research in which data and
information are gathered through secondary resources.
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2.2 Need of improving brand image
According to Tingchi Liu and et. al., (2013) the main objective of improving brand image
is all about getting numerous customers from target market so as to gain high competitive
advantage. A firm's brand is a valuable asset through which it can achieve its sales goals and
objectives from global environment. In Nike Inc. marketing managers creates innovative ideas
and concepts in order to promote their brand. This is also assistive in increasing market share as
well as sales revenues of the firm and its also decreases price sensitivity.
2.3 Factors which can affect brand image
With the viewpoint of Das, (2011) in this modern time, there are various new entrants
which can affect brand image as well as market goodwill of Nike Inc. Apart from this, several
governmental laws and legislations can affect brand image; in UK, it is essential for
manufacturing companies to follow strict laws and legislations in order to serve their business at
global level. It results, these commercial entities are not able to operate themselves in an
effective manner; which reduces their brand image. Moreover, in this over dynamic
environment, it is too difficult for companies to meet needs and wants of people. With the
viewpoint of Hsu, (2012), now all business entities are used new and innovative production
techniques so as to remain customers' interest. Due to new competitors, customers' cannot stay
with a particular brand for long term period.
2.4 Impact of brand image on customers' taste and preferences
According to Pars and Gulsel, (2011), individuals will prefer to purchase only those
products and services that gives them higher level of satisfaction. Quality of work life can boost
up brand image through which manufacturing firms can easily achieve high competitive
advantages. Strong brand image and customers' taste and preference, both terms are interrelated
with each other.
2.5 Promotion methods to develop brand image
In this modern era, companies are using different promotional tools and techniques in order to
develop its brand image and gain high market share. There are describe some promotion
methods, such as- advertisements- it can done through post an advertisement on television, radio,
social media channels etc. so as to capture customers' interest.
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2.6 Business strategies to improve brand image of Nike Inc
According to Kaapanda, (2011) strategic alliance can be make for short or long term
periods with an aim to get high competitive advantages. For instance- if Nike and Puma both can
make a strategic alliance in order to gain more profits and customers in a new market. Apart
from this, franchising refers with a business in which the owner of the company (franchisor)
gives all rights to other person (franchisee) as he or she can their products by using the name and
fame of this company.
CHAPTER 3 – RESEARCH METHODOLOGY
This is the most significant part of research which deals in different application of tools
and techniques that are useful for carry out research in most appropriate direction. In this
researcher have to select most suitable tools and techniques that are useful for analysing the
result and outcome of research project (Nam, Ekinci and Whyatt, 2011). This section is
categorised among various sub components, which are describe as under: -
Sources of data – There are different sources of data collection, i.e. primary and
secondary. Researcher can use one method as per the appropriateness of the research project. It
helps in gathering proper information about current market trends so that particular goals can be
achieved.
Type of research methods – It is essential for researcher to choose proper research
methods so as to gain better outcomes. There are two types of research, such as- qualitative and
quantitative (Kazemi and et. al., 2013).
Research design – a research design is an arrangement of conditions of collection and
analysis of data in a manner which aims is to combine relevance to the research purpose with
economy in procedure.
Research Philosophies – A research philosophy is a belief about the way in which data
about a phenomenon should be gathered, analysed and used. It explains about researcher's view
and opinions regarding the world.
Research approaches – It refers with the plan and procedures for research that span the
steps from broad assumptions to detailed methods of data collection, analysis and interpretation.
Research approaches involves several decisions which are able to provide proper direction tgo
research project.
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Data Analysis - It can be considered as the most significant tools of research
methodology. There are different types of data collection, such as- f-test, exponential smoothing,
sampling and random number generation. Data analysis is conducted on the basis of 75
respondents.
Data Sampling – Data sampling is a statistical analysis tools which is used in order to
select, monitor and analyse a representative subset of data points so as to determine patterns and
trends in the larger data set being examined (Horng and et. al., 2012).
Validity - This section is emphasized as most essential element for carry out all research
activities in most significant direction. It is the duty of researcher to keep personal data and
information of customers more confidential in nature. They provide surety to their customers
about safety of their personal data and information.
Action plan: It is one of the important tool that can be used in research projects so as to manage
all working activities in the best possible manner. On the left of the chart is a list of the activities
and along the top is a suitable time scale. In other words, it aids researcher to track project
schedules as they all tasks can be completed before their time scale.
REFERENCES
Books and Journals
Kang, J. and et. al., 2012. Understanding customer behavior in name-brand Korean coffee shops:
The role of self-congruity and functional congruity. International Journal of Hospitality
Management. 31(3). pp.809-818.
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Nam, J., Ekinci, Y. and Whyatt, G., 2011. Brand equity, brand loyalty and consumer
satisfaction. Annals of Tourism Research. 38(3). pp.1009-1030.
Kazemi, A. and et. al., 2013. Impact of brand identity on customer loyalty and word of mouth
communications, considering mediating role of customer satisfaction and brand
commitment.(Case study: Customers of Mellat Bank in Kermanshah). International
Journal of Academic Research in Economics and Management Sciences. 2(4). p.1.
Horng, J. S. and et. al., 2012. Understanding the impact of culinary brand equity and destination
familiarity on travel intentions. Tourism Management. 33(4). pp.815-824.
Wiedmann, K. P. and et. al., 2011. Drivers and outcomes of brand heritage: consumers'
perception of heritage brands in the automotive industry. Journal of Marketing Theory
and Practice. 19(2). pp.205-220.
TASK 2
Research methodology and collection of data
There are various methods opt by researcher properly in order to make project appropriate and
effective in nature. Along with this, it is important to conduct a survey on define population so
that better gain could be manage. Thus, data collection process need an appropriate framework
which have to follow into study properly (Godey and et. al., 2012). Hence, following is a
methodology which use by Nike for identifying the impact of brand image on customer taste and
preferences. Aims and objectives: The research project aims to investigate about the impact of brand
image on customer taste and preference. For this, management conduct a survey which
enable in order to determine this fact or element properly. Nike wants to evaluate all aims
and objectives properly and adopt suitable methodology for further study. Sources of data: Information gathering is an essential concept for study which need
several sources for concluding best possible outcome. There are various kinds of data are
determine effectively which are primary, secondary and tertiary. All these are helpful in
gathering appropriate information for a research so that effective return and suitable
decision will be carried down. A basic evaluation of these three sections are stated as
follow:
 Primary: It is a type of data which collected through questionnaire, survey etc. so that
better and appropriate outcome could be gain in order to make decision effective in
nature. This information is raw in nature so that better and appropriate action could be
gain.
 Secondary:This information is collected through various consents like authors
perspective, financial records. In short this is based on already evaluated and
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conducted data which facilitate an option to analyse and interpret them in an
appropriate manner (Wheeler, 2017). These information are collected through diverse
sources of documents and further also proposed as data mining.
 Tertiary: These are such sources of data which compiles on a particular topic like
references list etc. Several example of this kind of data is encyclopedia, abstract,
index etc.
For this project the utilise data is from primary source of information through which chances of
reliability and ethical consideration enhance. Thus, it is essential for including all raw
information properly into project so that better and effective consideration could be promoted. Type of data: Collected information through sources of data is broken into different
pieces in which two major types of study get evaluated properly (Saleem and et. al.,
2015). Thus, basically for this project, two major types of data are evaluated by Nike
properly which are as follow:
◦ Qualitative:It is a type of data which usually presented through a number, symbol or
a name which represent quality of an element. This enable in evaluating the things on
the basis of quality. Qualitative data never represent things in an appropriate and
effective manner because all things are present through quality nature not with
numbers which is hard to present and difficult to understand. Although decision
making process become difficult and inappropriate in nature as well.
◦ Quantitative: These are such kind of data which represent through number of values
which support in differentiate between two or major things in an appropriate manner.
It is helpful in order to make ethical comparison between two list so that better and
effective results could be encourage (Bruwer, 2014). A major advantage of using this
technique is that comparison become easy in nature so that better decision making
could be promoted.
This project includes qualitative data in consideration in which various people opinion get
measure through collecting data. Thus, on the basis of various numbers, suitable graphs and
charts get prepared which enable in making a valid ad ethical comparison. Type of research study: A research design is the set of methods and procedures used in
collecting and analysing measures of the variables specified in the research problem.
There are various design are evaluated properly which frame according to study. Mainly
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there are 5 types of design are evaluated in a research which utilise in study for a definite
problem or a issue so that suitable design can be approach in order to deal with various
issues and problems.
◦ Descriptive: This type of study is described as the process in which nothing get
manipulated. Sometimes it is also stated as the correlation and observational studies.
A major goal of this study is just to get a picture of current thoughts, feeling and
behaviour in a given group of people (Das, 2012). A major advantage of using this
method study is to depict the population in an accurate and appropriate manner.
◦ Exploratory: This type of research is helpful in order to clarify and define a problem.
It is helpful to better understand about the cause so that better and effective decision
could be made on it. In business context, many retailers use in deciding whether or
not to adopt a new product line. It is helpful in deciding and explore the issue
properly.
◦ Casual: This study is helpful in analysing about two variables of phenomenon for
evaluating about which variable are cause and which are effect. One of a best method
of this study is experiments through which all variables get easily interpret with cause
and its effect. This type of investigation also determine an explanatory study so that
cause and effect relationship get analyse in an appropriate frame.
◦ Prescriptive: It is related with both descriptive and predictive analysis to finding out
the best course of action for a specified problem. For this research, this study not get
used but for a better understanding this study is essential.
◦ Forecasting: It is helpful in determine the future trends by considering previous and
historical data in account. It is supported in order to evaluate the time and frame a
plan so that better and appropriate outcome could be gain.
For this project exploratory research study is adopted to evaluate basic problem. Through this
process, appropriate data get collected as well as various authors perspective also get evaluated
properly so that better and effective results could be gain. Study by time Horizon: On the basis of time horizon, research study is divided into two
sections which have to understand by researcher in an appropriate frame so that
appropriate frame get opt for making ethical study in nature.
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◦ Longitudinal study: It is a study in which observations of same variable which gather
once always get analyse on repetitive basis. A major drawback of this time horizon is
that it will not provide appropriate results which are based on current perspective
(Ghani, Imran and Ali Jan, 2011).
◦ Cross section study: This study reflect the data which gather once from a particular
population at a specific point of time so that better and effective decision making
could be promoted. A major advantage of this time horizon study is that it will
support in making things correct.
For this study on Nike, researcher use cross sectional study which support in analysing the
information which gather once from a specific population for a major concern. Research strategy: Every investigation or a project need appropriate action plan or a
study so that better and effective target get accomplish. Thus, this study require
appropriate strategy in which time, budget, population all related details get mention in
an appropriate frame so that outcome become appropriate and effective in nature. Along
with this, it will also include about theories which indulge in this study for better and
appropriate result. Thus, for evaluating better and effective result, it is essential for
determining about a method which need to include in this project or a combination. Nike
have an aim which is to determine the impact of brand image on customer taste and
preferences.
◦ Survey: It is a type of method through which an individual become able to
demonstrate various individual in an appropriate and effective manner for a reason of
gathering and collection of data. It is helpful in determine various people perspective
properly so that better and effective results could be gain (Kaapanda, 2011). Survey
is helpful in order to gain best and appropriate outcome on the basis of various people
opinion and views. Survey is a type of primary method and a major advantage of this
technique is that data collection become appropriate and ethical in nature.
◦ Census: It is a kind of population survey which conducted by government in order to
determine the ratios of various people. Census is another major technique for a
research so that whole population get divided properly and their perspective get
evaluated in a beneficial manner. An advantage of census is that it support in dividing
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population into some major sections so that every person of population opinion get
underpin effectively.
◦ Experiment: It is a type of test or a trial which support in determining the study
properly so that better and effective work could be promoted. Researcher have to
enquire about each and every variable properly so that cause and effect relationship
could get evaluated properly.
◦ Case study: It is a type of study which stated about real life context phenomenon and
there are multiple number of sources can be used. Thus, it is essential for a study to
be more focus on case study so that better and appropriate decision will be carried
down for the project.
◦ Grounded theory: This theory is operated through inductive framework and it begins
with a question and get collected through qualitative data. This research strategy need
to implement by researcher in an appropriate manner so that better decision making
could be promote.
◦ Action research: For improving the research methods and approaches which are
involved in a study action research is used so that better and appropriate outcome
could be encourage.
For this study survey method has been used for which appropriate strategy get frame so that
better and effective outcome could be gain. For survey, researcher have to prepare appropriate
action plan in which questionnaire have to use on 75 respondents whom are customers of a
company and belong to distinct age group as well. Thus, all such people provide ethical and
appropriate data as well so that better understanding could be promoted. Research Approaches: There are various techniques and approaches are evaluated
through which data can converted into hypothesis in an appropriate and effective manner.
Thus, study approaches have to determine in an effective manner so that better and
appropriate working could be promoted (Krishna, 2011). There are mainly two types of
approaches for every research are determine which: Inductive and deductive
◦ Inductive research:It is a process through which researcher generate new theory with
emerging new ideas. A data get gather for a concerned topic and a bird eye get
maintain on it so that a critical evaluation for a concerned project would made. The
researcher looks for the pattern so that a theory get frame in an effective manner. First
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observation could derive, and then a pattern enable in order to derive hypothesis and
on such basis theory get generated.
◦ Deductive research: This study is based on hypothesis which developed from existing
theory and then such hypothesis or a theory get tested. It is completely concerned
with analysis of hypothesis so that better and effective result could be gain.
Illustration 1: Research Onion, 2016
(Sources: Research Onion, 2016)
For this study, inductive approach has been indulge which stated that Nike researcher will lead to
create hypothesis on the basis of data gather from various sources. It is helpful in deriving the
best and suited result for analysing appropriate thing and make better decisions (Lawan and
Zanna, 2013).
 Research Philosophies: It is a belief about a way in which data should be gather,
analysed and use in an appropriate manner which also describe about potential and future
trends properly. There are various types of research philosophies are determine
effectively which are stated as follow:
◦ Positivism: It provides validity and objectivity to a research ad support a study by
providing statical statement or objective data. But there are several limitation of this
philosophies are also evaluated which are supposed with lack of depth and consider
all people as social approach.
◦ Interpretivism: Provide various options and things so that appropriate differentiation
could be maintain which support society as well as by inspecting various aspects of
society and study also get evaluated. But a major drawback is that it is limited in
nature and decision regarding right or wrong not get stated properly.
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 Sampling strategy: Sampling is a process in which several population get selected for a
study in order to gain better and effective result. This section support in order to make
statical interference about population so that appropriate study get conducted. There are
several types of sampling method are evaluated properly which are stated as follow:
◦ Probability sampling:It is a method of selection in which population get utilises from
some random selections. For choosing this approach, it is essential to make a process
for assuring that different units in population have equal probability. In probability
sampling, there are various types of methods are evaluated properly which are as
follow:
▪ Random
▪ Stratified
▪ Systematic
▪ Cluster
◦ Non probability sampling: This technique of sampling stated that chances of
providing equal opportunities for every individual not define properly. Thus, all
respondents selected but not in equal frame. Hence, there are several approaches
which are related with non probability sampling are as follow:
▪ Quota
▪ Snowball
▪ Convenience
▪ Purposive Data collection: It is a process in which data get collected through various sources or
methods from a population in order to make appropriate decision. Thus, data collection
process have several number of techniques which are stated as follow:
◦ Questionnaire: In this method, various questions are prepared on several number of
respondents in order to make appropriate and ethical consideration (Maraz and et. al.,
2015). This research includes 7 major questions which enable in signifies about study
that what will be the impact of brand image on customer satisfaction in relation with
taste and preferences.
◦ Interview: This methodology is all about personal interaction in which one or two
people get interacted at one specific time. This is generally on some special group of
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people so that better and effective result could be gain. Hence, this method is not lead
to include in this assignment.
◦ Focus group:It is a type of qualitative study in which several a major concern get
evaluate and targeted. But its a popular method with sociology as well because there
are several number of individuals come together in order to take a common concern
decision.
◦ Observation: It is a systematic data collection process where researcher use all senses
in order to evaluate naturally occurring situations properly. It is a field research in
which correlation get evaluated properly for gaining better and appropriate outcome.
▪ For this project random sampling method has been used in which various
customers of Nike Inc. are selected whom are belong to different nature and
interest of London. Total number of respondents are 75 whom have similar
interest which is for brand image impact on taste and preference of customer. Data analysis: It is important for analysing the data and information in an appropriate
manner so that better and appropriate outcome could be gain. Data should have to get
analyse in an appropriate frame so that better and appropriate results could be gain. There
are mainly two types of data analysis tools are evaluated properly which are as follow:
◦ Qualitative: It is related with business concern which represent through non
numerical framework so in depth understanding could be promoted. It get understand
through interviews and focus group etc.
◦ Quantitative: It is related with measuring rather than focus on quality measure. This
measure is helpful in order to differentiate or compare two or more things so that
better and appropriate outcome could be gain. Ethical consideration: There are different values and norms are related with project or a
research which need to understand by a researcher properly so that appropriate outcome
get promoted and encourage. There are various points are consider in an ethical
consideration which are stated as follow for a research project:
◦ Limitation: Study area limitations are consider as its time, quality, scope etc. which
impacted on a study very badly and not appropriate in nature as well. It is essential to
understand the limitations properly so that better and appropriate working get
promoted.
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◦ Validity: Investigation should have to be valid and reliable in nature which stated for
making an ethical projection so that better and appropriate target accomplishment
become possible.
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TASK 4
2.3 Data collection process
Q1) Is strong brand image helps in improving
sales and profits of Nike Inc.?
Frequency
 Agree 70
 Disagree 5
Q2) Does branding is impactful in influencing
customers' taste and preference towards
organisational products?
Frequency
 Yes 65
 No 10
Q3) How Nike Inc. expend its business or
business activities in order to improve brand
image across the globe?
Frequency
 Strategic alliance 10
 Franchising 45
 Organic growth 5
 Online services 15
Q4) In your opinion which brand you prefer
for running shoes?
Frequency
 Nike 50
 Puma 15
 Adidas 10
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Q5) Which aspects you prefer in the product? Frequency
 Price 5
 Product 45
 Place 15
 Promotion 10
Q6) Are you satisfied with the offered
products and services of Nike Inc.?
Frequency
 Agree 25
 Strongly Agree 35
 Disagree 10
 Strongly Disagree 5
Q7) Which kind of promotional strategy can
be used by company for improving its brand
image?
Frequency
 Social media advertising 25
 Direct selling 35
 Improving public relations 10
For analysing data, there are differ number of methods get opt by researcher in order to
represent beneficial outcome. Thus, mainly two beneficial approaches for this relation are
evaluated properly which are: qualitative and quantitative. These two techniques are helpful in
analysing and interpreting information properly so that appropriate analysis of whole information
get done. A basic evaluation of these two approaches are stated as follow: Qualitative
 Quantitative
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TASK 3
Data Collection
Theme 1: Strong brand image helps in increasing sales and profits of Nike.
70
5
Agree
Disagree
Interpretation: - As per this above diagram it has been evaluated that 70 participants are agree
on this statement that branding is liable for maximising sales and profits of a company. Whereas
only 5 participants are totally disagreed upon this.
Theme 2: Impact of branding on customers purchasing.
Yes No
0
10
20
30
40
50
60
70 65
10
Frequency
Interpretation: - As per this graphical representation, it has been assumed that branding has put a
huge impact upon customers' tastes and preferences in an effective manner. With this statements,
65 customers are totally agreed whereas 10 are disagreed on this.
Theme 3: Nike Inc. expend its business or business activities for improvising brand image
through various strategies.
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Strategic alliance
Franchising
Organic growth
Online services
0
5
10
15
20
25
30
35
40
45
10
45
5
15 Frequency
Interpretation: As per above this research, it has been evaluate that by using effective techniques
Nike Inc. needs to expand its business activities in international market. In which 10 respondents
are in favour of strategic alliances whereas 45 are in support of franchising. Apart from this, 5
supports organic growth and 15 supports online services.
Theme 4: Different customers prefer various Brands as per their own choice.
50
15
10
Nike
Puma
Adidas
Interpretation: As per this research, it has been founded that 50 customers are in favour of Nike
provides good quality of its running shoes whereas 15 customers are in favour of Puma and 10
supports to Adidas.
Theme 5: Various customer prefer different aspect in their products.
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Price Product Place Promotion
0
5
10
15
20
25
30
35
40
45
5
45
15
10
Frequency
Interpretation: As per this above diagram it has been founded that 45 participants are supported
that company's products' are the most important aspects in products whereas 5 are in favour
price are the major factor. Beside this, 15 supports place and remaining 10 are in favour of
promotion.
Theme 6: Customers are very much satisfied with the offered services of Nike Inc.
Interpretation: As per the above discussion it has been evaluated that large number of customers
are satisfied with the offered services of Nike Inc. because Nike is famous for providing high
quality services to their potential buyers in order to satisfying their needs and wants. 25 out of 75
customers are agree with this statement, 35 are very much in favour with the same and remaining
respondents are disagree with the same statement.
19
25
35
105 Agree
Strongly Agree
Disagree
Strongly Disagree

Theme 7: Promotional strategies are used by Nike Inc.
Social media advertising
Direct selling
Improving public relations
0
5
10
15
20
25
30
35
Frequency
Interpretation: - As per the above graphical presentation, 35 customers says that Nike Inc. needs
to use direct selling as a promotional technique whereas 25 are in favour of social media
advertising. Beside this, 10 supports that firm has improvise its public relations.
TASK 4
TITLE - “To identify the impact of brand image on consumer taste and preferences”. A Case
study on Nike Inc.
20

ABSTRACT
This research project includes impact of brand image on customer taste and preferences so that
appropriate and suitable goodwill of a company get promoted. This project includes need of
developing brand image of a company brands so that management become able to gain
competitive advantage. It is also important to include all sections and factors which impacted
brand image with customer taste and preferences. Moreover, it also situated about using of
various tools and techniques in order to improve quality of goods and services. For answering all
these questions and context, appropriate research get organise on several number of respondents
so that their viewpoints enable in concluding better related aspects. By applying questionnaire
method with selection of sampling appropriate conclusion get drawn which stated that brand
image lead to made positive impact on customer taste and preferences.
For this context, various authors and scholars perspective get evaluated properly which consider
as literature review in order to evaluate all objectives and aim of a company. Thus, for an
appropriate and effective study, it is important to include all essential components into it and
organise a proper evaluation of such objectives by considering various scholars perspective.
There are various methods get included in this research which support in drawing out valid
conclusion. Such methodologies includes research design, study, strategies, approaches,
philosophies etc. All these are helpful in making a valid and appropriate conclusion and organise
an ethical form of study.
For this project quantitative study method get interpret which support in drawing out a valid
conclusion and recommendations for making ethical aspects properly. Though this project, will
get evaluate about impact of brand image on customer taste and preferences. There are various
graphs and charts get presented for defining this context so that whole outcomes get accomplish
properly.
21

ACKNOWLEDGMENT
In performing this assignment, I had to take the help and guideline of some respected persons,
who deserve our greatest gratitude. The completion of this assignment gives me much Pleasure. I
would like to show my gratitude to Mr./Ms. ____________ for giving me a good guidance and
direction for completion of the assignment throughout numerous consultations. I would also like
to expand our deepest gratitude to all those who have directly and indirectly guided me in writing
this assignment. In addition, a warm thank you to Professor _________ who helps and introduce
me with the Methodology of work, and who have good knowledge towards determining the
impact of brand image on customers' taste and preferences.
Many people, especially my classmates and team members itself, have made valuable
comment suggestions on this proposal which gave me an inspiration to improve this assignment.
I also thank to all the people for help me directly and indirectly to complete this assignment.
22

Table to Content
Chapter 1- Introduction
Chapter 2 - Literature review
Chapter 3 – Methodology
Chapter 4 - Data collection and Analysis
Chapter 5 - Conclusions and Recommendations
References
Appendices
23

CHAPTER 1 – INTRODUCTION
1.1 Introduction
A brand refers with a name, sign, logo and design which represents the identity of a
product and service. Normally a product can be copied but a brand is novel or unique. In today's
scenario, it is essential for business organisation to make strong brand image in order to remain
customers' interest for long term period. Apart from this, branding is the most essential element
of marketing and it helps in enhancing organisational performance at market place. Consumer
will be preferred to purchase from only those companies which have strong brand image in target
market. The present report is based upon Nike Inc: it is an American multinational corporation
who deals in sales of footwear, apparel, accessories, equipment and services. The headquarter is
near to Oregon, Beaverton in the Portland metropolitan area (Hjort, Lantz, Ericsson and
Gattorna, 2013). The company is mainly focused on providing high quality products to their
customers in order to reaching at higher position at market place. In this modern era, customers
gives preferences to quality rather than money. Along with this, Nike Inc. is one the largest
sportswear brand which was alone valued at $19 million in 2014 and making itself as a most
reliable brand of sport wear. In 2017, the brand value of the company was valued at $29.6
million. It shows that firm is trying to continuously boost up its brand image by providing
something new and innovative to customers. Puma, Adidas, FILA etc. are the major competitors
of the company. Nike Inc. has strong brand image, it directly affect customers' buying behaviour
by raising company's sales and productivity in an effective manner. The project report is focused
that how companies can improve their brand image by providing qualitative and value added
products to consumers. With this assistance, they can easily achieve its goals and objectives in a
certain time period; strong brand goodwill also raised the business operations over the world.
The research project is going to be describe how companies can improve their brand
image by providing qualitative and value added products to consumers. With this assistance, they
can easily achieve its goals and objectives in a certain time period; strong brand goodwill also
raised the business operations over the world. Along with this, there will be a discussion on the
requirement of improving brand image and its importance of Nike Inc. Readers will also come to
know about various factors that can effect the brand image of the firm and how it can overcome
from it. Brand image put a huge impact on customers' taste and preferences therefore, it is
essential for business organisation to produce qualitative and innovative products in order to get
24

high competitive advantage. There will be explain different promotional methods, like
advertisements, direct sales, personal selling etc. it aids in reaching large number of customers in
a minimum time of span.
1.2 Research aims and objectives
To determine the impact of brand image on customer taste and preferences. A case study on Nike
Inc.
Research objectives: -
The objectives of present projects are describes as under:
 To analyse the need of developing brand image in market
 To identify the factors affecting brand image
 To evaluate the impact of brand image on consumer taste on Nike Inc.
 To find out the methods that can be used for promotion as to develop brand image Recommendations various strategies to improve the brand image of Nike Inc.
Research questions – Some of the following research questions are: -
 Q1. What are the requirements of improving brand image?
 Q2. What are the factors that can affect brand image ?
 Q3. How to evaluate the impact of brand image on customers taste and preferences?
 Q4. What are the main promotion methods used by Nike Inc. ?
 Q5. Justify business strategies to expand brand image of Nike Inc.?
1.3 Literature review
Need of improving brand image
According to Tingchi Liu and et. al., (2013) the main objective of improving brand image
is all about getting numerous customers from target market so as to gain high competitive
advantage. A firm's brand is a valuable asset through which it can achieve its sales goals and
objectives from global environment. In Nike Inc. marketing managers creates innovative ideas
and concepts in order to promote their brand. This is also assistive in increasing market share as
well as sales revenues of the firm and its also decreases price sensitivity.
Factors which can affect brand image
With the viewpoint of Das, (2011) in this modern time, there are various new entrants
which can affect brand image as well as market goodwill of Nike Inc. Apart from this, several
governmental laws and legislations can affect brand image; in UK, it is essential for
25

manufacturing companies to follow strict laws and legislations in order to serve their business at
global level. It results, these commercial entities are not able to operate themselves in an
effective manner; which reduces their brand image. Moreover, in this over dynamic
environment, it is too difficult for companies to meet needs and wants of people. With the
viewpoint of Hsu, (2012), now all business entities are used new and innovative production
techniques so as to remain customers' interest. Due to new competitors, customers' cannot stay
with a particular brand for long term period.
Impact of brand image on customers' taste and preferences
According to Pars and Gulsel, (2011), individuals will prefer to purchase only those
products and services that gives them higher level of satisfaction. Quality of work life can boost
up brand image through which manufacturing firms can easily achieve high competitive
advantages. Strong brand image and customers' taste and preference, both terms are interrelated
with each other.
Promotion methods to develop brand image
In this modern era, companies are using different promotional tools and techniques in order to
develop its brand image and gain high market share. There are describe some promotion
methods, such as- advertisements- it can done through post an advertisement on television, radio,
social media channels etc. so as to capture customers' interest.
Business strategies to improve brand image of Nike Inc
According to Kaapanda, (2011) strategic alliance can be make for short or long term
periods with an aim to get high competitive advantages. For instance- if Nike and Puma both can
make a strategic alliance in order to gain more profits and customers in a new market. Apart
from this, franchising refers with a business in which the owner of the company (franchisor)
gives all rights to other person (franchisee) as he or she can their products by using the name and
fame of this company.
1.4 Research methodology
Research Methodology: -
This is the most significant part of research which deals in different application of tools
and techniques that are useful for carry out research in most appropriate direction. In this
researcher have to select most suitable tools and techniques that are useful for analysing the
26

result and outcome of research project (Nam, Ekinci and Whyatt, 2011). This section is
categorised among various sub components, which are describe as under: -
Sources of data – There are different sources of data collection, i.e. primary and
secondary. Researcher can use one method as per the appropriateness of the research project. It
helps in gathering proper information about current market trends so that particular goals can be
achieved.
Type of research methods – It is essential for researcher to choose proper research
methods so as to gain better outcomes. There are two types of research, such as- qualitative and
quantitative (Kazemi and et. al., 2013).
Research design – a research design is an arrangement of conditions of collection and
analysis of data in a manner which aims is to combine relevance to the research purpose with
economy in procedure.
Research Philosophies – A research philosophy is a belief about the way in which data
about a phenomenon should be gathered, analysed and used. It explains about researcher's view
and opinions regarding the world.
Research approaches – It refers with the plan and procedures for research that span the
steps from broad assumptions to detailed methods of data collection, analysis and interpretation.
Research approaches involves several decisions which are able to provide proper direction tgo
research project.
Data Analysis - It can be considered as the most significant tools of research
methodology. There are different types of data collection, such as- f-test, exponential smoothing,
sampling and random number generation. Data analysis is conducted on the basis of 75
respondents.
Data Sampling – Data sampling is a statistical analysis tools which is used in order to
select, monitor and analyse a representative subset of data points so as to determine patterns and
trends in the larger data set being examined (Horng and et. al., 2012).
Validity - This section is emphasized as most essential element for carry out all research
activities in most significant direction. It is the duty of researcher to keep personal data and
information of customers more confidential in nature. They provide surety to their customers
about safety of their personal data and information.
27

1.5 Structure of project
The structure of project stated about work need to get done in an appropriate manner. It is
important to frame a suitable project framework so that better and appropriate understanding of a
project get done. This project includes various kinds of things in which first is introduction
which includes brief overview of project with aims and objectives. Literature review depicts
about various authors and scholars aspects effectively in order to bring suitable outcome. Thus,
structure of project enable in conducting and organising a study effectively and appropriately.
28

CHAPTER 2 – LITERATURE REVIEW
Literature review
It is the most essential part of research project which helps in providing a proper
guidance to research activities in order to effectively completion of research project. This is
widely used by investigator to develop in depth and effective research in which data and
information are gathered through secondary resources. The present case in based on the
effectiveness of branding on consumers buying behaviour (Wiedmann and et. al., 2011). The
both variables are based on each other. Literature review has an important part of dissertation; it
involves view points or opinions of different authors. It is a critical analysis of published
resources on a specific topic. It provides summary of chosen project in a research project.
Literature review synthesises the available information that is used in assignment through which
readers can more studied about the given topic.
Need of improving brand image
The core concept of brand image is related with the impression among customers' mind
towards the products and services of the company. Business organisations can develop its brand
image through different promotional or marketing activities. According to Tingchi Liu and et.
al., (2013) the main objective of improving brand image is all about getting numerous customers
from target market so as to gain high competitive advantage. A firm's brand is a valuable asset
through which it can achieve its sales goals and objectives from global environment. In Nike Inc.
marketing managers creates innovative ideas and concepts in order to promote their brand. This
is also assistive in increasing market share as well as sales revenues of the firm and its also
decreases price sensitivity. Effective brand image of the company can improve sales
effectiveness and marketing ROI, i.e. if companies has strong brand image then it will be
accessible in improving sales and profits of the firm. An effective brand message could put a
huge impact on customers and it also influence their buying power in positive manner. Nike uses
various branding strategies so as to boost up its sales and return of investment. Strong branding
can extend response rates and it also generates various future opportunities by boosting up sales
effectiveness (Hjort and et. al., 2013). This will also affect profitability of the firm by increasing
ROI rate of Nike.
With the assistance of strong brand image and goodwill at marketplace, business
organisations can easily gain high competitive edge. Nike has a great market presence, basically
29

it deals in sports wears. Its products and services are very popular among national as well as
international customers. Beside this, strong branding helps the company in building trust,
engagement and credibility. It is also useful for managers to create those products which can
meet customers' perceptions so that firm can gain high competitive edge in global environment.
Strong brand image can also emphasis on pricing of products and services. According to Chen,
Yeh and Huan, (2014), it also helps in reducing future risk and securing future earnings; strong
brand image also build values for a company by increasing demand among customers through
which firm's future earning are secured. It generates sustainable achievement of business goals
and objectives by supplying qualitative products and services of the firm. Hence, strong brand
image is assistive in getting high competitive advantage to a business organisation in a certain
time period by fulfilling customers' needs and wants in the best possible manner. Corporate
associations have to produce new and innovative products by using good ingredients which
makes their products more compatible rather than other rivals. Although, if Nike Inc. has great
brand image then it can easily achieve goals and objectives in target market.
Factors which can affect brand image
In this competitive era, there are certain major factors which can affect brand imitation of
the company in direct or indirect manner. These elements can also reduces sales and profitability
of the company in an adverse manner. Thus, if Nike Inc. does not have strong brand image then
it cannot achieve its sales goals and objectives. There are given certain major factors which can
influence brand image of the company, such are stated as Time, customers demands, Laws and
legislations. In which, Time is very imperative factor which can affect brand image of the
company. As per the time going customers' needs and wants are also changed day by day. With
the viewpoint of Das, (2011) in this modern time, there are various new entrants which can affect
brand image as well as market goodwill of Nike Inc. Apart from this, several governmental laws
and legislations can affect brand image; in UK, it is essential for manufacturing companies to
follow strict laws and legislations in order to serve their business at global level. It results, these
commercial entities are not able to operate themselves in an effective manner; which reduces
their brand image. Moreover, in this over dynamic environment, it is too difficult for companies
to meet needs and wants of people. With the viewpoint of Hsu, (2012), now all business entities
are used new and innovative production techniques so as to remain customers' interest. Due to
new competitors, customers' cannot stay with a particular brand for long term period. Apart from
30

this, changes in technologies also affect brand image of the image; it is essential for business
organisations to adopt new and innovative tools so as to perform effectively in target market. In
this modern era, there are new techniques developed which can improves the quality of products
and services of business organisations. Improvement in production tools and techniques helps in
increasing sales and profitability of Nike Inc. through which it can easily obtain high competitive
edge in a certain time period. However, in order to improve brand image of the company, Nike
Inc., has to improve its current marketing strategies and policies. In competitive market, brand
war can be seen between rivals in which all of them are tries to attain maximum market share. It
can be only possible if firms will offer best quality services at reasonable prices (Beristain and
Zorrilla, 2011). Therefore, brand image of the company can be improve through brand equity. In
this perspective, customers' preferences, trust, loyalty, emotional attachments etc. are also
influenced the brand image of the company.
Impact of brand image on customers' taste and preferences
Brand image a set of associations in customers' mind, it stands to keeping promises of the
company. It involves two aspects, such as- brand awareness and brand preference; these are
highly linked with attitude of core brand image. Although, if an organisation has great brand then
it is able to attain and retain customers for long term period. According to Pars and Gulsel,
(2011), individuals will prefer to purchase only those products and services that gives them
higher level of satisfaction. Quality of work life can boost up brand image through which
manufacturing firms can easily achieve high competitive advantages. Strong brand image and
customers' taste and preference, both terms are interrelated with each other. It plays a vital in
marketing so as to bring more and more customers from target market. For sustaining its existing
brand image, firms will be supply effective and qualitative products to its customers then it can
easily achieve its goals and objectives in a certain time period. Along with this, people wants
only branded products and services; in terms of sports they will be only prefer to buy Nike shoes
or other goods. Ghani, Imran and Ali Jan, (2011) states that branding is also assistive in building
trusts and credibility among customers, they will also buy products from legitimate and polished
companies. Furthermore, brand image also forces companies to produce well qualitative products
to their target as well as potential customers; this can also affect their buying behaviour.
Furthermore, brand Image and awareness are two constitute which can affect purchasing
power of buyers. For example- if buyers have good knowledge regarding; they knows its all pros
31

and cons then that thing would be assistive in providing higher level of satisfaction to target and
potential buyers. Customers buying is also getting influence by brand image and brand
awareness (Pauwels Delassus and Mogos Descotes, 2012). While introducing any product or
brand in market, Nike Inc. has to recognise customers' needs and wants by conducting a market
research. It can also improves interpersonal relations of the company with public which also
extend market share.
Promotion methods to develop brand image
In this modern era, companies are using different promotional tools and techniques in
order to develop its brand image and gain high market share. There are describe some promotion
methods, such as- advertisements- it can done through post an advertisement on television, radio,
social media channels etc. so as to capture customers' interest. Another one is sales promotion
states that companies can design demand stimulating activities for supplement advertising and
complement personal selling. On the other hand, direct selling can be done through franchising
by Nike Inc. It means selling good direct to customers without any involvement of retailers
(Solomon, Russell-Bennett and Previte, 2012). At last, public relations is also a good
promotional channel, it consists that planned communication effort by an organisation to
contribute to generate favourable attitudes and opinions towards a company and its products.
Business strategies to improve brand image of Nike Inc.
There is described different business strategies, through which Nike Inc. can improve its
brand image at global level, such as, strategic alliances and franchising. In which, strategic
alliances seems as corporate relationship between two or more business entities in order to
pursue a set of goals and to meet the business requirements while remaining independent entities.
According to Kaapanda, (2011) strategic alliance can be make for short or long term periods with
an aim to get high competitive advantages. For instance- if Nike and Puma both can make a
strategic alliance in order to gain more profits and customers in a new market. Apart from this,
franchising refers with a business in which the owner of the company (franchisor) gives all rights
to other person (franchisee) as he or she can their products by using the name and fame of this
company. For this purpose, franchisor takes certain amount from franchisee. It can be known as
a marketing activity that helps a company to open its branches in international market. Nike has
many franchisee businesses which can located at different location by improve brand equity of
the company.
32

On the other hand, business organisations can also adopt Ansoff's matrix through which
firm can easily adopt high market growth and success in a certain time period. The matrix is
classified into four parts, such are stated as under: -
 Market penetration – In this strategy, firm grows by maximising sales revenue in its
current market. For example – Nike Inc. expand its stores and retailers by producing
athletic shoes in United states. In order to penetrate in target market, Nike Inc. has been
adopted cost leadership strategy. A strategic objective is linked with market so as to
increase the market presence and raising the number of customers (Jara and Cliquet,
2012).
 Market development – The strategy facilitates company can achieve growth by targeting
new market segmentations. For example – in 1972, Nike Inc. was entered in Africa and
Middle East markets by having an aim of increasing sales revenues and profitability.
Along with this, for market expansion Nike Inc. can also adopt new and innovative tools
so as to reach numerous customers in a certain time period.
 Product development -The core concept of new product development is to design and
launch new products so as to gain high competitive edge. For example- the mission
statement of Nike Inc. is to highlight innovations by applying new designs of shoes and
sportswear. In 1979, Nike Inc. has launched new line of products; the firm started its
business into clothing as well as Nike Air shoes. Apart from this, in 1988 the firm was
acquired Cole Haan into the business of casual dress and shoes. Recently, 1998 Nike Inc.,
adopts a new unit, i.e. ACG (that stands for all conditioned gear) in order handle extreme
sport (like mountain biking, skateboarding etc.) furthermore, all of new products of Nike
Inc. was successful and provide greater market growth to company.
 Diversification – It is the least intensive growth strategy which includes that business
organisations can achieve high growth and success by entering into markets with new
products. In its early years, Nike Inc. was entered into North Africa markets by athletic
shoes.
33

CHAPTER 3 – RESEARCH METHODOLOGY
Use of resources properly in order to met with hypothesis and question
Resources are essential factors which contribute most in order to met with all
requirement. It is important for a researcher to utilise and opt beneficial resources in nature
through which they become able to met with research question and hypothesis in an appropriate
and effective manner. Thus, it is essential to match resources effectively and efficiently in order
to create a hypothesis (Kuikka and Laukkanen, 2012). Research question and hypothesis get
framed by taking all aims and objectives in consideration properly and investigate them through
various authors perspective.
Along with this, primary source of data also support in order to conclude outcome
properly for which various respondents opinion interpret effectively as well. Thus, appropriate
resources for matching with hypothesis and question are primary and secondary source of
information which support in making an ethical kind of data properly which further support in
making things correct and appropriate in nature. On the basis of primary source of information,
various themes and graphs are presented with a clear motive to analyse the data effectively so
that better and suitable outcome get derive.
Methodology related with data collection process
There are various methods opt by researcher properly in order to make project
appropriate and effective in nature. Along with this, it is important to conduct a survey on define
population so that better gain could be manage. Thus, data collection process need an appropriate
framework which have to follow into study properly (Godey and et. al., 2012). Hence, following
is a methodology which use by Nike for identifying the impact of brand image on customer taste
and preferences. Aims and objectives: The research project aims to investigate about the impact of brand
image on customer taste and preference. For this, management conduct a survey which
enable in order to determine this fact or element properly. Nike wants to evaluate all aims
and objectives properly and adopt suitable methodology for further study. Sources of data: Information gathering is an essential concept for study which need
several sources for concluding best possible outcome. There are various kinds of data are
determine effectively which are primary, secondary and tertiary. All these are helpful in
gathering appropriate information for a research so that effective return and suitable
34

decision will be carried down. A basic evaluation of these three sections are stated as
follow:
 Primary: It is a type of data which collected through questionnaire, survey etc. so that
better and appropriate outcome could be gain in order to make decision effective in
nature. This information is raw in nature so that better and appropriate action could be
gain.
 Secondary:This information is collected through various consents like authors
perspective, financial records. In short this is based on already evaluated and
conducted data which facilitate an option to analyse and interpret them in an
appropriate manner (Wheeler, 2017). These information are collected through diverse
sources of documents and further also proposed as data mining.
 Tertiary: These are such sources of data which compiles on a particular topic like
references list etc. Several example of this kind of data is encyclopedia, abstract,
index etc.
For this project the utilise data is from primary source of information through which chances of
reliability and ethical consideration enhance. Thus, it is essential for including all raw
information properly into project so that better and effective consideration could be promoted. Type of data: Collected information through sources of data is broken into different
pieces in which two major types of study get evaluated properly (Saleem and et. al.,
2015). Thus, basically for this project, two major types of data are evaluated by Nike
properly which are as follow:
◦ Qualitative:It is a type of data which usually presented through a number, symbol or
a name which represent quality of an element. This enable in evaluating the things on
the basis of quality. Qualitative data never represent things in an appropriate and
effective manner because all things are present through quality nature not with
numbers which is hard to present and difficult to understand. Although decision
making process become difficult and inappropriate in nature as well.
◦ Quantitative: These are such kind of data which represent through number of values
which support in differentiate between two or major things in an appropriate manner.
It is helpful in order to make ethical comparison between two list so that better and
effective results could be encourage (Bruwer, 2014). A major advantage of using this
35

technique is that comparison become easy in nature so that better decision making
could be promoted.
This project includes qualitative data in consideration in which various people opinion get
measure through collecting data. Thus, on the basis of various numbers, suitable graphs and
charts get prepared which enable in making a valid ad ethical comparison. Type of research study: A research design is the set of methods and procedures used in
collecting and analysing measures of the variables specified in the research problem.
There are various design are evaluated properly which frame according to study. Mainly
there are 5 types of design are evaluated in a research which utilise in study for a definite
problem or a issue so that suitable design can be approach in order to deal with various
issues and problems.
◦ Descriptive: This type of study is described as the process in which nothing get
manipulated. Sometimes it is also stated as the correlation and observational studies.
A major goal of this study is just to get a picture of current thoughts, feeling and
behaviour in a given group of people (Das, 2012). A major advantage of using this
method study is to depict the population in an accurate and appropriate manner.
◦ Exploratory: This type of research is helpful in order to clarify and define a problem.
It is helpful to better understand about the cause so that better and effective decision
could be made on it. In business context, many retailers use in deciding whether or
not to adopt a new product line. It is helpful in deciding and explore the issue
properly.
◦ Casual: This study is helpful in analysing about two variables of phenomenon for
evaluating about which variable are cause and which are effect. One of a best method
of this study is experiments through which all variables get easily interpret with cause
and its effect. This type of investigation also determine an explanatory study so that
cause and effect relationship get analyse in an appropriate frame.
◦ Prescriptive: It is related with both descriptive and predictive analysis to finding out
the best course of action for a specified problem. For this research, this study not get
used but for a better understanding this study is essential.
36

◦ Forecasting: It is helpful in determine the future trends by considering previous and
historical data in account. It is supported in order to evaluate the time and frame a
plan so that better and appropriate outcome could be gain.
For this project exploratory research study is adopted to evaluate basic problem. Through this
process, appropriate data get collected as well as various authors perspective also get evaluated
properly so that better and effective results could be gain. Study by time Horizon: On the basis of time horizon, research study is divided into two
sections which have to understand by researcher in an appropriate frame so that
appropriate frame get opt for making ethical study in nature.
◦ Longitudinal study: It is a study in which observations of same variable which gather
once always get analyse on repetitive basis. A major drawback of this time horizon is
that it will not provide appropriate results which are based on current perspective
(Ghani, Imran and Ali Jan, 2011).
◦ Cross section study: This study reflect the data which gather once from a particular
population at a specific point of time so that better and effective decision making
could be promoted. A major advantage of this time horizon study is that it will
support in making things correct.
For this study on Nike, researcher use cross sectional study which support in analysing the
information which gather once from a specific population for a major concern. Research strategy: Every investigation or a project need appropriate action plan or a
study so that better and effective target get accomplish. Thus, this study require
appropriate strategy in which time, budget, population all related details get mention in
an appropriate frame so that outcome become appropriate and effective in nature. Along
with this, it will also include about theories which indulge in this study for better and
appropriate result. Thus, for evaluating better and effective result, it is essential for
determining about a method which need to include in this project or a combination. Nike
have an aim which is to determine the impact of brand image on customer taste and
preferences.
◦ Survey: It is a type of method through which an individual become able to
demonstrate various individual in an appropriate and effective manner for a reason of
gathering and collection of data. It is helpful in determine various people perspective
37

properly so that better and effective results could be gain (Kaapanda, 2011). Survey
is helpful in order to gain best and appropriate outcome on the basis of various people
opinion and views. Survey is a type of primary method and a major advantage of this
technique is that data collection become appropriate and ethical in nature.
◦ Census: It is a kind of population survey which conducted by government in order to
determine the ratios of various people. Census is another major technique for a
research so that whole population get divided properly and their perspective get
evaluated in a beneficial manner. An advantage of census is that it support in dividing
population into some major sections so that every person of population opinion get
underpin effectively.
◦ Experiment: It is a type of test or a trial which support in determining the study
properly so that better and effective work could be promoted. Researcher have to
enquire about each and every variable properly so that cause and effect relationship
could get evaluated properly.
◦ Case study: It is a type of study which stated about real life context phenomenon and
there are multiple number of sources can be used. Thus, it is essential for a study to
be more focus on case study so that better and appropriate decision will be carried
down for the project.
◦ Grounded theory: This theory is operated through inductive framework and it begins
with a question and get collected through qualitative data. This research strategy need
to implement by researcher in an appropriate manner so that better decision making
could be promote.
◦ Action research: For improving the research methods and approaches which are
involved in a study action research is used so that better and appropriate outcome
could be encourage.
For this study survey method has been used for which appropriate strategy get frame so that
better and effective outcome could be gain. For survey, researcher have to prepare appropriate
action plan in which questionnaire have to use on 75 respondents whom are customers of a
company and belong to distinct age group as well. Thus, all such people provide ethical and
appropriate data as well so that better understanding could be promoted.
38

 Research Approaches: There are various techniques and approaches are evaluated
through which data can converted into hypothesis in an appropriate and effective manner.
Thus, study approaches have to determine in an effective manner so that better and
appropriate working could be promoted (Krishna, 2011). There are mainly two types of
approaches for every research are determine which: Inductive and deductive
◦ Inductive research:It is a process through which researcher generate new theory with
emerging new ideas. A data get gather for a concerned topic and a bird eye get
maintain on it so that a critical evaluation for a concerned project would made. The
researcher looks for the pattern so that a theory get frame in an effective manner. First
observation could derive, and then a pattern enable in order to derive hypothesis and
on such basis theory get generated.
◦ Deductive research: This study is based on hypothesis which developed from existing
theory and then such hypothesis or a theory get tested. It is completely concerned
with analysis of hypothesis so that better and effective result could be gain.
Illustration 2: Research Onion, 2016
(Sources: Research Onion, 2016)
For this study, inductive approach has been indulge which stated that Nike researcher will lead to
create hypothesis on the basis of data gather from various sources. It is helpful in deriving the
best and suited result for analysing appropriate thing and make better decisions (Lawan and
Zanna, 2013).
 Research Philosophies: It is a belief about a way in which data should be gather,
analysed and use in an appropriate manner which also describe about potential and future
39

trends properly. There are various types of research philosophies are determine
effectively which are stated as follow:
◦ Positivism: It provides validity and objectivity to a research ad support a study by
providing statical statement or objective data. But there are several limitation of this
philosophies are also evaluated which are supposed with lack of depth and consider
all people as social approach.
◦ Interpretivism: Provide various options and things so that appropriate differentiation
could be maintain which support society as well as by inspecting various aspects of
society and study also get evaluated. But a major drawback is that it is limited in
nature and decision regarding right or wrong not get stated properly. Sampling strategy: Sampling is a process in which several population get selected for a
study in order to gain better and effective result. This section support in order to make
statical interference about population so that appropriate study get conducted. There are
several types of sampling method are evaluated properly which are stated as follow:
◦ Probability sampling:It is a method of selection in which population get utilises from
some random selections. For choosing this approach, it is essential to make a process
for assuring that different units in population have equal probability. In probability
sampling, there are various types of methods are evaluated properly which are as
follow:
▪ Random
▪ Stratified
▪ Systematic
▪ Cluster
◦ Non probability sampling: This technique of sampling stated that chances of
providing equal opportunities for every individual not define properly. Thus, all
respondents selected but not in equal frame. Hence, there are several approaches
which are related with non probability sampling are as follow:
▪ Quota
▪ Snowball
▪ Convenience
▪ Purposive
40

 Data collection: It is a process in which data get collected through various sources or
methods from a population in order to make appropriate decision. Thus, data collection
process have several number of techniques which are stated as follow:
◦ Questionnaire: In this method, various questions are prepared on several number of
respondents in order to make appropriate and ethical consideration (Maraz and et. al.,
2015). This research includes 7 major questions which enable in signifies about study
that what will be the impact of brand image on customer satisfaction in relation with
taste and preferences.
◦ Interview: This methodology is all about personal interaction in which one or two
people get interacted at one specific time. This is generally on some special group of
people so that better and effective result could be gain. Hence, this method is not lead
to include in this assignment.
◦ Focus group:It is a type of qualitative study in which several a major concern get
evaluate and targeted. But its a popular method with sociology as well because there
are several number of individuals come together in order to take a common concern
decision.
◦ Observation: It is a systematic data collection process where researcher use all senses
in order to evaluate naturally occurring situations properly. It is a field research in
which correlation get evaluated properly for gaining better and appropriate outcome.
▪ For this project random sampling method has been used in which various
customers of Nike Inc. are selected whom are belong to different nature and
interest of London. Total number of respondents are 75 whom have similar
interest which is for brand image impact on taste and preference of customer. Data analysis: It is important for analysing the data and information in an appropriate
manner so that better and appropriate outcome could be gain. Data should have to get
analyse in an appropriate frame so that better and appropriate results could be gain. There
are mainly two types of data analysis tools are evaluated properly which are as follow:
◦ Qualitative: It is related with business concern which represent through non
numerical framework so in depth understanding could be promoted. It get understand
through interviews and focus group etc.
41

◦ Quantitative: It is related with measuring rather than focus on quality measure. This
measure is helpful in order to differentiate or compare two or more things so that
better and appropriate outcome could be gain. Ethical consideration: There are different values and norms are related with project or a
research which need to understand by a researcher properly so that appropriate outcome
get promoted and encourage. There are various points are consider in an ethical
consideration which are stated as follow for a research project:
◦ Limitation: Study area limitations are consider as its time, quality, scope etc. which
impacted on a study very badly and not appropriate in nature as well. It is essential to
understand the limitations properly so that better and appropriate working get
promoted.
◦ Validity: Investigation should have to be valid and reliable in nature which stated for
making an ethical projection so that better and appropriate target accomplishment
become possible.
42

CHAPTER 4 – DATA COLLECTION & ANALYSIS
Data collection process
Q1) Is strong brand image helps in improving
sales and profits of Nike Inc.?
Frequency
 Agree 70
 Disagree 5
Q2) Does branding is impactful in influencing
customers' taste and preference towards
organisational products?
Frequency
 Yes 65
 No 10
Q3) How Nike Inc. expend its business or
business activities in order to improve brand
image across the globe?
Frequency
 Strategic alliance 10
 Franchising 45
 Organic growth 5
 Online services 15
Q4) In your opinion which brand you prefer
for running shoes?
Frequency
 Nike 50
 Puma 15
 Adidas 10
43

Q5) Which aspects you prefer in the product? Frequency
 Price 5
 Product 45
 Place 15
 Promotion 10
Q6) Are you satisfied with the offered
products and services of Nike Inc.?
Frequency
 Agree 25
 Strongly Agree 35
 Disagree 10
 Strongly Disagree 5
Q7) Which kind of promotional strategy can
be used by company for improving its brand
image?
Frequency
 Social media advertising 25
 Direct selling 35
 Improving public relations 10
For analysing data, there are differ number of methods get opt by researcher in order to
represent beneficial outcome. Thus, mainly two beneficial approaches for this relation are
evaluated properly which are: qualitative and quantitative. These two techniques are helpful in
analysing and interpreting information properly so that appropriate analysis of whole information
get done. A basic evaluation of these two approaches are stated as follow: Qualitative: It is focus on quality rather than its quantity.
 Quantitative:
44

Data analysis
Theme 1: Strong brand image helps in increasing sales and profits of Nike.
70
5
Agree
Disagree
Interpretation: - As per this above diagram it has been evaluated that 70 participants are agree
on this statement that branding is liable for maximising sales and profits of a company. Whereas
only 5 participants are totally disagreed upon this.
Theme 2: Impact of branding on customers purchasing.
Yes No
0
10
20
30
40
50
60
70 65
10
Frequency
Interpretation: - As per this graphical representation, it has been assumed that branding has put a
huge impact upon customers' tastes and preferences in an effective manner. With this statements,
65 customers are totally agreed whereas 10 are disagreed on this.
Theme 3: Nike Inc. expend its business or business activities for improvising brand image
through various strategies.
45

Strategic alliance
Franchising
Organic growth
Online services
0
5
10
15
20
25
30
35
40
45
10
45
5
15 Frequency
Interpretation: As per above this research, it has been evaluate that by using effective techniques
Nike Inc. needs to expand its business activities in international market. In which 10 respondents
are in favour of strategic alliances whereas 45 are in support of franchising. Apart from this, 5
supports organic growth and 15 supports online services.
Theme 4: Different customers prefer various Brands as per their own choice.
50
15
10
Nike
Puma
Adidas
Interpretation: As per this research, it has been founded that 50 customers are in favour of Nike
provides good quality of its running shoes whereas 15 customers are in favour of Puma and 10
supports to Adidas.
Theme 5: Various customer prefer different aspect in their products.
46

Price Product Place Promotion
0
5
10
15
20
25
30
35
40
45
5
45
15
10
Frequency
Interpretation: As per this above diagram it has been founded that 45 participants are supported
that company's products' are the most important aspects in products whereas 5 are in favour
price are the major factor. Beside this, 15 supports place and remaining 10 are in favour of
promotion.
Theme 6: Customers are very much satisfied with the offered services of Nike Inc.
Interpretation: As per the above discussion it has been evaluated that large number of customers
are satisfied with the offered services of Nike Inc. because Nike is famous for providing high
quality services to their potential buyers in order to satisfying their needs and wants. 25 out of 75
customers are agree with this statement, 35 are very much in favour with the same and remaining
respondents are disagree with the same statement.
47
25
35
105 Agree
Strongly Agree
Disagree
Strongly Disagree

Theme 7: Promotional strategies are used by Nike Inc.
Social media advertising
Direct selling
Improving public relations
0
5
10
15
20
25
30
35
Frequency
Interpretation: - As per the above graphical presentation, 35 customers says that Nike Inc. needs
to use direct selling as a promotional technique whereas 25 are in favour of social media
advertising. Beside this, 10 supports that firm has improvise its public relations.
48

CHAPTER 5 – CONCLUSION & RECOMMENDATION
4.1 Recommendations
In order to improve brand image of the company, it is essential for managers of Nike Inc. to
determine its key audiences to whom they will be served. It is fundamental to consider customers
needs and wants while developing any marketing plan. Apart from this, positive brand image
also helps in decision making process of the company; it encourage repeat purchasing through
which business organisation can easily achieve its goals and objectives in a certain time period.
Therefore, in order to improve brand image managers need to conduct a marketing research so as
to know current market trends. Managers can also provide training and development assistance
to their employees as they can produce in better manner. It helps in improving attractiveness and
quality of product that is able to attain and retain customers for long time of span. Managers have
to use effective tools and techniques in order to improve brand image.
4.2 Conclusion
As per the above mentioned research project, it has been analysed that strong brand
image put a huge impact on customers' taste and preferences. Nike Inc. has an effective brand in
itself, it increases customers' trust and loyalty towards firm. Along with this, by conducting a
data analysis companies can improve its all specific areas. It also helps managers to recognise
their current position in market.
4.3 Introduction
It is important for an investigation to learn further more areas for study so that better and
appropriate enhancement of knowledge become possible. There are various areas for study are
evaluated which need to understand by a researcher properly so that investigation could be
expand as more as a investigator want. Although, such area for research support in enhancement
of skills and knowledge of a person so that appropriate working get promoted and encourage.
Thus, for this context, they can use several areas which stated as follow: Cultural studies: One of a way which have to understand by Nike researcher is to
understand humanistic and cultural studies so that better and appropriate working get
promoted. Thus, it is important to understand the culture of various people properly so
that an appropriate and further area of study get entertain in a suitable manner.
49

 Study of subject area: It includes subject area which are related with problem,
programme and phenomenon so that research questions get answer in an appropriate
frame which enable in concluding a better and appropriate outcome properly. Study area: It is important to understand various people which are related with project
properly so that better and appropriate work get promote. Study location includes area
where investigation or research need to get done. Nike organise their study on a
community where they target some number of people for study in order to gain suitable
results and outcomes.
 Study period: Another area for further study which get understand in an appropriate
frame is time. It is a duty of researcher to understand the value of time and complete such
project on timely basis. Thus, it is a only way through which beneficial and positive
outcomes could be gain.
These are the further area of study for a project which need to understand by investigator
properly so that better and appropriate outcome could be gain. Hence, it is essential to
understand this factor context properly and effectively for taking an appropriate decision and
judgement in order to maximise suitable and positive outcome.
4.4 Need of the study
Study is needed to understand in an appropriate frame so that better and appropriate
working get promoted. Need of the study indicates about revising and refining of investigation so
that extended knowledge of understanding could be promoted. Thus, it is important to increase
the area of further study so that appropriate and well bring get entertain in an appropriate and
effective manner. This is not easy to understand and evaluate the use and need of further study
because it may affect scholarly research, theory, practices, counselling and policy. But with
expansion of study, theoretical and methodological significance could be promoted. Thus, it is
important to understand the need of study effectively so that better and appropriate framework
and expansion of knowledge could be promoted in an appropriate and ethical manner. It is
important to remove limitation and bias and ensure that all other limitations could be improve.
50

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Appendices
Research proposal
TITLE - “To identify the impact of brand image on consumer taste and preferences”. A Case
study on Nike Inc.
1.1 Overview of research
The research project is going to be describe how companies can improve their brand
image by providing qualitative and value added products to consumers. With this assistance, they
can easily achieve its goals and objectives in a certain time period; strong brand goodwill also
raised the business operations over the world. Along with this, there will be a discussion on the
requirement of improving brand image and its importance of Nike Inc. Readers will also come to
know about various factors that can effect the brand image of the firm and how it can overcome
from it. Brand image put a huge impact on customers' taste and preferences therefore, it is
essential for business organisation to produce qualitative and innovative products in order to get
high competitive advantage. There will be explain different promotional methods, like
advertisements, direct sales, personal selling etc. it aids in reaching large number of customers in
a minimum time of span.
1.2 Research aims and objectives
Aim: “To determine the impact of brand image on customer taste and preferences. A case study
on Nike Inc.”
Research objectives: -
The objectives of present projects are describes as under:
 To analyse the need of developing brand image in market
 To identify the factors affecting brand image
 To evaluate the impact of brand image on consumer taste on Nike Inc.
 To find out the methods that can be used for promotion as to develop brand image
 Recommendations various strategies to improve the brand image of Nike Inc.
1.3 Factors that contribute into the research project selection
There are different types of factors involved in selection of research project. The
selection criteria is based upon analysing and comparing projects including qualitative and
quantitative research methods. Apart from this, the research project is based to analyse the
impact of strong brand image on customers' taste and preferences. If an organisation has
53

effective goodwill or reputation in target market then it is able to attain and retain people for long
time of span.
CHAPTER 2 – LITERATURE REVIEW
2.1 Introduction
It is the most essential part of research project which helps in providing a proper
guidance to research activities in order to effectively completion of research project. This is
widely used by investigator to develop in depth and effective research in which data and
information are gathered through secondary resources.
2.2 Need of improving brand image
According to Tingchi Liu and et. al., (2013) the main objective of improving brand image
is all about getting numerous customers from target market so as to gain high competitive
advantage. A firm's brand is a valuable asset through which it can achieve its sales goals and
objectives from global environment. In Nike Inc. marketing managers creates innovative ideas
and concepts in order to promote their brand. This is also assistive in increasing market share as
well as sales revenues of the firm and its also decreases price sensitivity.
2.3 Factors which can affect brand image
With the viewpoint of Das, (2011) in this modern time, there are various new entrants
which can affect brand image as well as market goodwill of Nike Inc. Apart from this, several
governmental laws and legislations can affect brand image; in UK, it is essential for
manufacturing companies to follow strict laws and legislations in order to serve their business at
global level. It results, these commercial entities are not able to operate themselves in an
effective manner; which reduces their brand image. Moreover, in this over dynamic
environment, it is too difficult for companies to meet needs and wants of people. With the
viewpoint of Hsu, (2012), now all business entities are used new and innovative production
techniques so as to remain customers' interest. Due to new competitors, customers' cannot stay
with a particular brand for long term period.
2.4 Impact of brand image on customers' taste and preferences
According to Pars and Gulsel, (2011), individuals will prefer to purchase only those
products and services that gives them higher level of satisfaction. Quality of work life can boost
up brand image through which manufacturing firms can easily achieve high competitive
54

advantages. Strong brand image and customers' taste and preference, both terms are interrelated
with each other.
2.5 Promotion methods to develop brand image
In this modern era, companies are using different promotional tools and techniques in order to
develop its brand image and gain high market share. There are describe some promotion
methods, such as- advertisements- it can done through post an advertisement on television, radio,
social media channels etc. so as to capture customers' interest.
2.6 Business strategies to improve brand image of Nike Inc
According to Kaapanda, (2011) strategic alliance can be make for short or long term
periods with an aim to get high competitive advantages. For instance- if Nike and Puma both can
make a strategic alliance in order to gain more profits and customers in a new market. Apart
from this, franchising refers with a business in which the owner of the company (franchisor)
gives all rights to other person (franchisee) as he or she can their products by using the name and
fame of this company.
CHAPTER 3 – RESEARCH METHODOLOGY
This is the most significant part of research which deals in different application of tools
and techniques that are useful for carry out research in most appropriate direction. In this
researcher have to select most suitable tools and techniques that are useful for analysing the
result and outcome of research project (Nam, Ekinci and Whyatt, 2011). This section is
categorised among various sub components, which are describe as under: -
Sources of data – There are different sources of data collection, i.e. primary and
secondary. Researcher can use one method as per the appropriateness of the research project. It
helps in gathering proper information about current market trends so that particular goals can be
achieved.
Type of research methods – It is essential for researcher to choose proper research
methods so as to gain better outcomes. There are two types of research, such as- qualitative and
quantitative (Kazemi and et. al., 2013).
Research design – a research design is an arrangement of conditions of collection and
analysis of data in a manner which aims is to combine relevance to the research purpose with
economy in procedure.
55

Research Philosophies – A research philosophy is a belief about the way in which data
about a phenomenon should be gathered, analysed and used. It explains about researcher's view
and opinions regarding the world.
Research approaches – It refers with the plan and procedures for research that span the
steps from broad assumptions to detailed methods of data collection, analysis and interpretation.
Research approaches involves several decisions which are able to provide proper direction tgo
research project.
Data Analysis - It can be considered as the most significant tools of research
methodology. There are different types of data collection, such as- f-test, exponential smoothing,
sampling and random number generation. Data analysis is conducted on the basis of 75
respondents.
Data Sampling – Data sampling is a statistical analysis tools which is used in order to
select, monitor and analyse a representative subset of data points so as to determine patterns and
trends in the larger data set being examined (Horng and et. al., 2012).
Validity - This section is emphasized as most essential element for carry out all research
activities in most significant direction. It is the duty of researcher to keep personal data and
information of customers more confidential in nature. They provide surety to their customers
about safety of their personal data and information.
Action plan: It is one of the important tool that can be used in research projects so as to manage
all working activities in the best possible manner. On the left of the chart is a list of the activities
and along the top is a suitable time scale. In other words, it aids researcher to track project
schedules as they all tasks can be completed before their time scale.
Ethical form
56

Gantt chart
57

58