Research in Business: Risk, Uncertainty and Marketing Communication

This business research report is divided into two main topics: economics and finance, and marketing communications. The first section delves into the uncertainties within the coal and oil markets, examining economic and financial risks. It explores research aims, objectives, and a mixed methodology approach involving literature reviews, quantitative and qualitative data collection, survey research, and experiments. The second section focuses on controversial marketing communications, investigating factors that contribute to their success or failure. It includes a literature review of case studies, quantitative and qualitative data analysis, survey research, and experimental methods. The report aims to provide a comprehensive analysis of the chosen topics, utilizing various research techniques to identify key factors and trends within the business landscape.

Running head: RESEARCH IN BUSINESS
Research in Business
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Table of Contents
Assessment 1...................................................................................................................................2
Research Topic A............................................................................................................................2
1. Introduction..............................................................................................................................2
Title of the project.......................................................................................................................2
2. Research Aims and Objectives................................................................................................2
3. A brief methodology................................................................................................................2
3.1 Comprehensive literature.......................................................................................................2
3.2 Quantitative and Qualitative data..........................................................................................3
3.3 Survey Research....................................................................................................................3
3.4 Experiment.............................................................................................................................3
4. References................................................................................................................................4
Research Topic B.............................................................................................................................5
1. Introduction..............................................................................................................................5
Title of the project.......................................................................................................................5
2. Research Aims and Objectives................................................................................................5
3. A brief methodology................................................................................................................5
3.1 Comprehensive literature.......................................................................................................6
3.2 Quantitative and Qualitative data..........................................................................................6
3.3 Survey Research....................................................................................................................6
3.4 Experiment.............................................................................................................................7
4. References................................................................................................................................8

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Assessment 1
Research Topic A
1. Introduction
The recent publications of “International Renewable Energy Agency (IRENA)”
stated that energy industry is on the verge of leaving more than $10 trillion in “coal, oil, gas
and related assets stranded”. There are several other reports indicating fossil fuel industry
are on precarious economic ground which is posing new threats for business entities relying
on oil, coal and gas (Reboredo & Rivera-Castro, 2014).
Title of the project
Economics and Finance-Risk and uncertainty in coal and oil markets
2. Research Aims and Objectives
The research aims to identify the uncertainties in the coal and oil markets associated to the
risk in economics and finance. The main objectives of the research are listed below:
 To identify the economic risks pertaining to uncertainty in coal market
 To identify the financial risks pertaining to uncertainty in coal market
 To investigate the economic risks due to uncertainty in oil market
 To depict the financial challenges for companies associated to oil industry
3. A brief methodology
The project aims and objectives will be followed with a mixed methodology approach.
3.1 Comprehensive literature
The main step to evaluate the previous literature will be based on the several types of
reports published by “International Renewable Energy Agency (IRENA)”. This will be further
viewed with the several publications as addressed to declining of oil market in 2014. In addition

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to this, over the next 25 years, “oil company revenues could fall by at least $22 trillion, equal to
twice the GDP of China”. The second most important source of the literature should be
considered the sinking local industry (Mohanty et al., 2014). The various publications depict that
in “2015, 94 plants in the United States closed, and 41 closed in 2016”. In some parts of the US
“unsubsidized solar is about half the price of coal”. Lastly, the important consideration for
investors and public concern about the climate risk needs to be also taken into consideration.
This aspect will be able to relate to the economic risks in oil and coal market during increasing
investor and public concern over the climate risk of fossils fuel industry (Carney, 2015).
3.2 Quantitative and Qualitative data
The collection of both the qualitative and quantitative data will be based on specific time
since the oil prices began to decline in 2014. During this period, the oil industry was seen to be
selling off at auctions as per bargain basement prices. The collection of the data we also
emphasize on the increasing debts of oil and coal industries from $1.1 trillion to $3 trillion
between 2006 and 2014. Some of the other sources of the data will imply on the trend of
increasing unemployment since the coal mining boom in the 1970s. Several types of research
articles will be studied as published by the “US Bureau of Labor Statistics”. The evaluations will
be based on this report, which will indicate the shrinkage for the demand of oil and coal due to
depletion of resources, changes in technology and automation. The secondary data source will be
collected from relevant journals, e-books and previous research papers.
3.3 Survey Research
The survey research will involve respondents from both oil and coal industries who will
be able to identify the different types of economic and financial problems with the uncertainties
in the industry. The respondents will be further segregated into two main divisions- middle level
employees and managers working in oil and coal industries.
3.4 Experiment
The quantitative experiment will be based on the depiction of the main reasons for the
uncertainties with the implementation of descriptive statistics and measures of dispersion. The
evaluation of the qualitative data analysis will be followed with observation method.

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4. References
Carney, M. (2015). Breaking the Tragedy of the Horizon–climate change and financial stability.
Speech given at Lloyd’s of London, September, 29.
Mohanty, S., Nandha, M., Habis, E., & Juhabi, E. (2014). Oil price risk exposure: the case of the
US Travel and Leisure Industry. Energy Economics, 41, 117-124.
Reboredo, J. C., & Rivera-Castro, M. A. (2014). Wavelet-based evidence of the impact of oil
prices on stock returns. International Review of Economics & Finance, 29, 145-176.

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Research Topic B
1. Introduction
In general, there are several occasions where even a poor marketing hack grabs the public
imagination and sets off the product with a good start. At times, it works great in earning
success, but when it doesn’t, this becomes an object of ridicule and parody which only
worsens the overall marketing strategy. The advent of social networking sites has made it
further prone to either success or failure story of marketing communications (Shank &
Lyberger, 2014).
Title of the project
Marketing communications – such as why do some controversial marketing communications
work whilst other fail?
2. Research Aims and Objectives
The research aims to identify the factors why some of the controversial marketing
communications are successful while other fail. The key objectives of the research are listed
below as follows:
 To identify the factors which leads to the success of controversial marketing
communication
 To identify recent cases of companies which has been able to make profit by introducing
controversial marketing communication
 To identify the factors which leads to failure of controversial marketing communication
 Recent cases of failures associated to controversial marketing communication
3. A brief methodology
The study will be mainly based on a mixed model technique methodology. The
implementation of mixed modern techniques will be conducive in knowing about the recent

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trends of controversial marketing communication and the factors undermining the success
and failure of the same (Lindlof & Taylor, 2017).
3.1 Comprehensive literature
The literature review of the research paper will include a series of debacle which led to
horrible failures and success of the business entities associated to controversial marketing
communication. Some of the main aspects of the controversies will be related to topics such as
audio-visual content resisting any legal event. This case has been evident with a recent ad of
Pepsi featuring Kendall Jennar. Some of the other aspects of the advertisements will be discussed
with issues pertaining to racism. This consent is seen to create lot of controversies among
companies such as Nivea, Sony, Protein World, Starbucks and Bic. Several types of other
companies such as Amazon involved into political marketing controversy when it featured its
“Man in the High Castle” in 2015, which modified the plaster of New York subways with Nazi
Coat and Rising Sun flag of Imperial Japan. In addition to this, “Gourmet Burger’s anti-vegan
gaff” spread several controversies which featured ads opposing to vegetarians (Anholt, 2016).
3.2 Quantitative and Qualitative data
The interpretation of the quantitative data will be based on primary sources. Main source
of the quantitative data will be collected from the marketing experts, marketing managers and
various types of salespeople. The evolution of the quantitative data will be depicted on the past
trends of the companies which has involved itself into controversial marketing communication
and yet succeeded or failed them to vendor strategies. The significant data will be collected from
time period of 2015 to 2017. This will be conducive in evaluating the various types of
quantitative research aspects with secondary data. The secondary data source will be collected
from relevant journals, e-books and previous research papers.
3.3 Survey Research
The survey technique used in the research will be conducted with a questionnaire aimed
at people belonging to different hierarchies of marketing management. The population study
considered for the survey research will mentally comprise of marketing managers of the well-
known multinationals and middle level sales personnel who will be able to provide a more
detailed insight of the communication strategies. The survey research technique will be vital in

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deciding the factors contributing to the actual success of marketing strategies related to
marketing communication.
3.4 Experiment
The data analysis techniques will be followed with the implementation of descriptive
statistics and measures of central tendency for the quantitative research. To evaluate the
qualitative aspect, the research will use observation method.

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4. References
Anholt, S. (2016). Places: Identity, image and reputation. Springer.
Lindlof, T. R., & Taylor, B. C. (2017). Qualitative communication research methods. Sage
publications.
Shank, M. D., & Lyberger, M. R. (2014). Sports marketing: A strategic perspective. Routledge.