Research Methods for Strategic Managers

RESEARCH METHODS FOR STRATEGIC MANAGERS
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Table of Contents
Introduction .........................................................................................................................................1
Task 1 Select research questions .........................................................................................................1
1.1 Research questions................................................................................................................1
1.2 Factors that contribute to successful research question........................................................2
1.3 Justify the selection of research question..............................................................................2
Task 2 Literature Review......................................................................................................................2
2.1 Conduct literature relevant to the study................................................................................2
2.2 Undertake critical review of the literature............................................................................3
Techniques used under promotional aspects ..............................................................................3
Contribution of promotional strategies in effective marketing...................................................4
Task 3 Research methodology .............................................................................................................4
3.1 Evaluate the techniques for use with quantitative data.........................................................4
3.2 Evaluate techniques for use with qualitative data.................................................................4
4.1 Evaluate methodologies for the study...................................................................................5
4.2 Choose appropriate methodologies.......................................................................................5
4.3 Justify the methodologies......................................................................................................6
Task 5 Data Analysis and Interpretation ..............................................................................................6
5.1 Record and Collate data........................................................................................................6
5.2 and 5.3 Summarize the findings with suitable methods........................................................8
5.4 Critically analyze the findings............................................................................................12
References .........................................................................................................................................14
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INTRODUCTION
Research projects are always made on specific research topic as per the particular aims and
objectives. Research comprises of creative work undertaken on a systematic basis for the purpose of
increasing degree of knowledge. Research study emphasizes on adequate structure that needs to be
adopted so that determined aims and objectives can be acquired (Tracy, 2012). The present study
has been made with an attempt to analyze the role of promotional strategies in the retail business
entities.
TASK 1 SELECT RESEARCH QUESTIONS
1.1 Research questions
Aim: The research study has been made with an aim to analyze the role of promotional
strategies in retail business entity. The research report is emphasizing the different promotional
strategies that are undertaken by retail organizations for the purpose of promoting products and
services in the market place. Further, several aims are also formulated so that they can give proper
direction to the research study.
Objectives:
 To ascertain the role of promotional strategies in business and product promotion
 To identify different techniques for promotion To evaluate the contribution of promotional strategies in effective marketing
Research questions: For the present study, several research questions have been framed because
it gives specific direction to the research field and this is also vital in deriving proper research
outcomes. Having appropriate research questions can give idea to the researcher regarding topics to
be covered in the research study. Here is the list of research questions for the present study:
 Does extensive marketing campaign of M&S aids in attracting target customers?
 What are the effects on customer purchase decision from adopting the strategy of multi-
channel retailer by M&S?
 How innovative strategies of M&S such as Fit Development team with regards to
womenswear and Belgian Chocolate Jaffa Sphere in foods supported in growing the
business of M&S?
 What contribution does the mobile-first approach to digital development for customers made
in enhancing the marketing activity of M&S?
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1.2 Factors that contribute to successful research question
The area of marketing is researcher's field of interest; therefore this particular subject matter
has been selected. Business promotional strategies helps in promotional aspects; hence researcher
has chosen this topic. Marketing is important activity for the business because that involves
different practices that make the customers aware about business products and services.
Promotional strategies are considered an important part of the business entity and the process also
aids in enhancing customer satisfaction aspects. With the help of proper promotional strategies,
organization can enhance the productivity level as the strategy involves customer attention on
several grounds (Kovács, 2004). Hence, in general terms, it is clear that promotional strategies are
adopted for comprehending needs and demands of clients and according to the same, supply
prevailing in the market can be fulfilled.
1.3 Justify the selection of research question
Promotional strategies plays vital role in product promotion as through effective strategies,
products can be brought at market place and can be delivered directly to the end users. Promotional
strategies are important because that gives an appropriate direction to the marketing aspects and as a
result that enhances the value of products at market place. Promotional strategies reduce the efforts
on direct marketing and at the same time, it makes the people aware about the list of products and
services (Grönroos, 2004). However, on the other hand, development of such strategies consumes
much time and resources which sometimes decreases attention on other service aspects. Products
are developed at market place for the purpose of meeting the needs and demands of clients and all
such products can be transferred to clients when they are promoted through effective marketing
practices. Thus, from the discussion, it is clear that business entities have to emphasize more on
research and development aspects so that new and innovative methods can be found out for
encouraging the value of promotional aspects. Without the use of promotions, business's fabulous
products and services can't garner the interest of preoccupied and on-the-move customers (George
and Michael, 2001).
TASK 2 LITERATURE REVIEW
2.1 Conduct literature relevant to the study
Product promotion is one of the necessities that need to be adopted by the business entity to
promote the brand among different market place. Product promotion is one such aspect that is
mandatory because that helps the business entities to make the customers aware about the products
and services (Marlow, 2010). Promotion is an essential aspect under marketing that helps the
business entities to acquire suitable position at the market place by using different tools and
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