Qualitative Research Methods and Branding

This assignment is to design and conduct research on literature review methodologies, collect primary and secondary data, conduct a survey, interpret the information, and provide recommendations and conclusions. The task involves creating a table with seven rows and six columns, each representing different aspects of the research process. The columns are titled "Design the literature review", "Collect primary and secondary data", "Conduct the survey", "Interpret the information", "Recommendation and conclusion", and "References". Below the table, there is a list of references to books and journals related to branding and marketing research methods.

RESEARCH
PROPOSAL

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................1
Brief........................................................................................................................................1
Research aim..........................................................................................................................1
Research objective..................................................................................................................1
Research question...................................................................................................................1
Significance of the research....................................................................................................2
CHAPTER 2: LITERATURE REVIEW.........................................................................................2
Concept of branding and business development ...................................................................2
Different methods of branding used by Cable TV Hong Kong..............................................2
Different challenges faced by the Cable TV Hong Kong while branding their business.......3
Impact of branding on business development of the Cable TV Hong Kong..........................3
CHAPTER 3: RESEARCH METHODOLOGY ............................................................................3
Research Philosophies............................................................................................................3
Research Approach.................................................................................................................4
Research techniques...............................................................................................................4
Data collection........................................................................................................................4
Sampling.................................................................................................................................4
Data analysis...........................................................................................................................4
CHAPTER 4: ETHICAL CONSIDERATION................................................................................5
CHAPTER 5: TIME FRAME AND SCHEDULE .........................................................................5

CHAPTER 1: INTRODUCTION
Brief
Branding is the marketing practice made by the organisation by creating the symbol,
design, name so that customers can identify and differentiate the company's products and
services from the different competitors. By building a website that describes what you offer,
designing ads that promote your goods and services, selecting specific corporate colours that will
be associated with your company, creating a logo, and featuring it across all the social media
accounts, this is called as branding. There are several areas by which business can enhance their
sales, profitability, production etc (Dhawan and Prior, 2017). in simple words it can be said that
business development is the way by which business starting enhancing their profitability and
customers base. Business development can be summarized as the ideas, initiatives and activities
aimed towards making a business better. This includes increasing revenues, growth in terms of
business expansion, increasing profitability by building strategic partnerships, and making
strategic business decisions
Research aim
The key aim is “To identify significance of branding in business development: A study
on Cable TV Hong Kong”
Research objective
 To analyse the impact of branding on business development of the Cable TV Hong Kong
 To evaluate the different methods by which Cable TV Hong Kong can use, in order to
branding their business
 To analyse different challenges faced by the Cable TV Hong Kong while branding their
business
 To recommend that what strategies Cable TV Hong Kong can implement in order to
branding their business.
Research question
 What is the impact of branding on business development of the Cable TV Hong Kong?
 What are the different methods by which Cable TV Hong Kong can use branding in their
business?
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 What are the different challenges faced by the Cable TV Hong Kong while branding their
business
 What are the recommendation that which strategies Cable TV Hong Kong can implement
in order to branding their business.
Significance of the research
It is very essential and significant for the researcher point of view, this is because with
the help of this study, scholar can find the different strategies by which they can do effective
branding of their business. In the present war, branding plays very significant role for all the
organisation, this is because it helps in creating positive image in the mind of the customers. And
then customers can easily make positive decision regarding the purchase of product and services
of the venture. With the help of branding, firm can create an effective image in the minds of
customers and they can market their product and services in effective manner. When the firm is
going to launch new product, brand plays significant role. If the brand is having good image,
then the new product can easily attract the market share.
CHAPTER 2: LITERATURE REVIEW
Concept of branding and business development
According to the view of Keller, (2017) Branding is the process by which venture create
their unique name or image of their brand or products and services so that customers can identity
them from the different market players. Branding is being done with the help of advertisement
and the key objective of branding the organisation is to create a significant and differentiated
presence in the market place in order to attract and retain large number of customers.
In the contradicting view of Wheeler, (2017) business development is the process by
which organisation use the different processes and task by which they can implement and
develop the different growth opportunities within and between the venture. It is the way by
which firm create their long term value in the organisation and market place from the market,
relationship and customers.
Different methods of branding used by Cable TV Hong Kong
According to the view of Dhawan and Prior, (2017) there are several ways by which
organisation can brand their business. It is being known that branding is the activity which is
being conducted by the marketing department of the venture. This is because the key objectives
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of branding is to attract and retain large number of customers. And marketing department knows
the needs and wants of the customers and this is the way they can brand their product and
services.
In the contradicting view of Davis, (2017) the strategy which is very much effective for
branding the venture is purpose. It is very significant for the venture to make the promise. While
understanding what the business promises is necessary when defining the brand positioning,
knowing why the firm wake up every day and go to work carries more weight. In other words,
the firm purpose need to be more specific, in that it serves as a differentiator between the
organisation and their competitors.
Different challenges faced by the Cable TV Hong Kong while branding their business
According to the view of Warren and Dinnie, (2017) there are several challenges that are
faced by the venture when the firm is managing their brand. Such as creating new subcategory, it
is significant for the firm to create category according to their products and services and this
helps them to create effective brand. While creating sub category, firm faces difficulties and
challenges
In the contradicting view of Jones, (2017) other than that integrated marketing
communication also one of the significant part of branding. It is very difficult for the venture to
create IMC by which they can implement advertising, sponsorships, digital, mobile, social media
and more in order to create effective branding.
Impact of branding on business development of the Cable TV Hong Kong
According to the view of Suh, (2017) it has been identified that with the help of
branding, firm can able to attract and retain large number of customers. Customers are the one
by which organisation can grow, if the customer base of the organisation grow, them firm can
develop themselves (Dhawan and Prior, 2017). Other than that if the organisation is able to
create a good image in the mind of customers with the help of effective branding, then they can
retain old customers and loyal clients will attract new customers.
CHAPTER 3: RESEARCH METHODOLOGY
Research Philosophies
It is one of the important chapter in the research methodology which helps the
investigator to address the outcome o study in effective manner. With the help of this method,
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investigator can find the right solution of the problem. There are two types of research
philosophy, that are interpritivism and positivism. In the present investigation, researcher will
apply positivism research philosophies through which effective outcome can obtain at the right
time (Silverman, 2016).
Research Approach
This is another one of the most significant method by which scholar can analyse the
entire study and conduct the study for attaining the determined objective. It is being divided into
two categories that are inductive and deductive approach (Dhawan and Prior, 2017). In the
present research, investigator will apply the deductive approach in order to find effective
solution of research study.
Research techniques
It is also one of the important chapter of the research methodology, which helps the
investigator to gather and interpret the data in effective manner. With the help of this method,
scholar can collect and analyse the relevant data in order to find the results (Keller, 2017). There
are two types of research techniques, that are qualitative and quantitative. In order to attain the
aim and objectives of the investigation, researcher have selected qualitative research technique.
Data collection
There are two ways by which data is being collected that are primary data collection and
secondary data collection (Wheeler, 2017). When it comes to the primary one, then is gathering
of information from those sources where the information have never being collected such as
interview, survey, observation etc. when it comes to secondary then data is being collected from
newspaper, journal, article etc.
Sampling
This is another major significant method in the research methodology which helps the
researcher to collect the information about the subject. It is a statistical analysis in which
observations are taken from the large number of population. With help of sampling, scholar can
collect the various views, suggestion and opinion about the subject and identify the appropriate
solution of research problem (Dhawan and Prior, 2017). Simple random sampling is used by the
researcher where 5 managers have been selected by the researcher
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Data analysis
It is also one of the important chapter of the research methodology which helps the
researcher to analyse and interpret the collected data. As the researcher have selected qualitative
researcher design, then thematic is being used where different graph will represent the
information (Davis, 2017).
Theory of the universe, it is important to understand and identify that one theory of
business development which will help you in achieving short term as well as long term goals in
work place. To be focus on more theory are as follows :-
 Think big :- Business is not all approximately making monetary system in the quickest
possible way, rather is about bighearted grandness to more than consequential factors like
value, prestige and ethical means to grow a business (Holloway and Galvin 2016).
Business concern should not depend on component such as devising quick wealth or
wrong tactics in command to achieve short period growing.
 Building relationship :- In this context To ensure that your concern create long term
value for the arrangement as a whole, you condition to build state with your clients,
employees and customized that are founded on trust and shared detail.
To development of brand is one of the most important part and focus on future development of
brand in market. In this way us some theory for help in brand development in market and make
some change in growth rate. On the other hand, three steps are as follows :-
 Design :- Companies have logos, colours, slogans, catch-phrases, etc. But that isn’t
branding. That’s the creation of a heuristic. A shortcut to allow consumers to distinguish
different companies, products or services.
 Value proposition :- What is a value proposition? It’s whatever the company wants to
offer. A company has a product or service that they claim adds value to the consumer.
 Positioning statement :- A positioning statement is how a company wants its products or
services to be perceived in the consumers mind (Holloway and Galvin 2016). Is this
branding? It’s getting very close,
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CHAPTER 4: ETHICAL CONSIDERATION
It is also one of the important chapter in the dissertation, which assist the researcher to
follow the ethical consideration in the investigation. When the researcher is going to conduct
survey from the managers of the venture, he or she should seek permission from the
management to conduct the survey. Other than that proper citation should be done where every
the secondary data is being used.
CHAPTER 5: TIME FRAME AND SCHEDULE
ACTIVITY/WEEK 1 2 3 4 5 6 7 8
Research proposal
design
Design the research
aim and objective
Design the literature
review
Design research
methodologies
Collect primary and
secondary data
Conduct the survey
Interpret the
information
Recommendation
and conclusion
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REFERENCES
Books and Journal
Creswell, J. W. and Poth, C. N., 2017. Qualitative inquiry and research design: Choosing
among five approaches. Sage publications.
Davis, M., 2017. The fundamentals of branding. Bloomsbury Publishing.
Dhawan, P. and Prior, D., 2017, June. Internal Branding and Leader-Member Exchange: Role of
Cultural Capital in Employee’s Service Delivery Behaviour in Healthcare Sector: An
Abstract. In Academy of Marketing Science World Marketing Congress. Springer, Cham.
Gotsi, M., 2018. Faculty Responses to Business-School Branding: A Discursive Approach.
European Journal of Marketing.
Holloway, I. and Galvin, K., 2016. Qualitative research in nursing and healthcare. John Wiley
& Sons.
Jones, R., 2017. Branding: A Very Short Introduction. Oxford University Press.
Keller, K. L., 2017. Managing the growth tradeoff: Challenges and opportunities in luxury
branding. In Advances in Luxury Brand Management (pp. 179-198). Palgrave Macmillan,
Cham.
Neuman, W.L., 2016. Understanding research. Pearson.
Nieswiadomy, R.M. and Bailey, C., 2017. Foundations of nursing research. Pearson.
Silverman, D. ed., 2016. Qualitative research. Sage.
Suh, J. H., 2017. The effects of e-word-of-mouth via social media on destination branding: An
empirical investigation on the influences of customer reviews and management responses
(Doctoral dissertation, Michigan State University).
Vaioleti, T.M., 2016. Talanoa research methodology: A developing position on Pacific research.
Waikato Journal of Education. 12(1). pp.56-68.
Vera, Y. and Fabian, N., 2016. Crime prevention through environmental design.
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Warren, G. and Dinnie, K., 2017. Exploring the dimensions of place branding: an application of
the ICON model to the branding of Toronto. International Journal of Tourism Cities. 3(1).
pp.56-68.
Wheeler, A., 2017. Designing brand identity: an essential guide for the whole branding team.
John Wiley & Sons.
Wildemuth, B.M. ed., 2016. Applications of social research methods to questions in information
and library science. ABC-CLIO.
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